DEPARTMENT OF MANAGEMENT STUDIES.
INDIAN INSTITUTE OF SCIENCE
FRIDAY SEMINAR
Date: 1st April 2026
Time: 04:30PM
VENUE:
MS TEAMS LINK
Microsoft Teams meeting
Join:
https://teams.microsoft.com/meet/47129813649323?p=WhSBBgzMPNcXR4iAH4
Meeting ID:
471 298 136 493 23
Passcode:
Yz9pg2Wx
Microsoft Teams meeting
Title: “Does digital transformation foster innovation outcomes? Examining the contingent effects of technological turbulence and structural flux.”
Brief Bio: Piyush Ranjan is currently working as an Assistant Professor of Marketing at XLRI – Xavier School of Management, Jamshedpur. He completed his Ph.D. in Marketing from the Department of Management Studies, Indian Institute of Technology Roorkee, in 2023, where his research focused on enhancing business performance through pricing capability in Indian SMEs. Prior to his doctoral studies, he earned his M.Com from Hindu College, University of Delhi (2015–2017), and B.Com (Hons) from Hansraj College, University of Delhi (2012–2015). He is also a UGC-NET JRF qualified in Commerce. Dr. Ranjan is an academic and researcher in the field of marketing strategy, with a particular focus on pricing capability, digital marketing, and organizational performance. His research work has been published extensively in leading ABDC-ranked journals, including European Journal of Marketing, International Marketing Review, Technovation, International Business Review, Industrial Management & Data Systems, Journal of Business & Industrial Marketing, and Australasian Marketing Journal. In addition to his research, he teaches courses such as Pricing Management, Business Research Method, Marketing Planning and Implementation, and Structural Equation Modeling: Advanced Data Analysis. He is also skilled in advanced data analysis techniques, including PLS-SEM, AMOS, and SPSS. Dr. Ranjan actively contributes to the academic community as a reviewer for reputable journals and has received multiple academic honors, including the UGC-JRF, academic excellence awards, and recognition in national-level competitions.
ABSTRACT: While digital technologies have emerged as a key driver of organizational innovation, there is no clear understanding of the continuing debate regarding the relationship between digital transformation (DT) and innovation outcomes. Borrowing from organizational adaptation and contingency theories, a conceptual framework is formulated to advance the understanding of the complex relationship between DT and innovation outcomes. This framework also explores how technological turbulence and structural flux moderate the influences of DT on the quality and speed of innovation. This study utilizes hierarchical regression analysis on time-lagged primary data collected from 464 Indian firms adopting DT projects in their industries. The findings indicate that DT has an inverted U-shaped relationship with innovation quality but a positive linear relationship with innovation speed. More interestingly, the curvilinear and linear effects become stronger with higher levels of technological turbulence or lower levels of structural flux. These research findings contribute substantially to both theoretical and practical implications by elucidating the conditions under which DT can either weaken or strengthen innovation outcomes, offering valuable theoretical and practical insights.
ALL ARE WELCOME