Companies in almost every industry these days are trying to go digital. When digitalization is done in the context of a company’s strategic knowledge, powerful growth opportunities can be uncovered. One way to do it is by using a strategic knowledge-mapping framework that Ian MacMillan and Martin Ihrig had discussed in a Knowledge@Wharton interview in 2015. In this paper, co-authored with Jill Steinhour, Ihrig and MacMillan explain how the knowledge-mapping framework can shed light on recent strategic changes at Adobe, a software firm headquartered in San Jose, Calif.
Ihrig is a clinical professor and associate dean at New York University, an adjunct professor at Wharton, and the president of I-Space Institute. Steinhour is Adobe’s director of industry strategy and marketing for high tech and B2B. MacMillan is a management professor at Wharton.
