Why driving digital innovation is more about focusing on employee self-perceptions than their understanding of technology
Ruben Mancha
Ruben Mancha
Rubén Mancha is an Associate Professor of Information Systems at Babson College, where he researches digital business models and responsible digital transformation. His work has been published in Decision Support Systems, Information Technology & People, Journal of Business Strategy, Michigan Technology Law Review, Social Responsibility Journal, and Intelligent Systems in Accounting, Finance, and Management, among other journals. Mancha serves as an advisor to digital start-ups and organizations undergoing digital transformation efforts. Contact: rmancha@babson.edu
When thinking strategy, executives in the mobility space need to note that brands will soon be taking a back seat to digital experiences.
