Emmanuel Monod, Antonia Köster, Elisabeth Joyce, Sabine Khalil, Nataliia Korotkova

• As the focus on digital transformation and its unexplored opportunities is prospering, consulting firms have also turned their attention to it. Despite this increased attention, digital transformation project failure rate remains high, thereby reaffirming the “IT productivity paradox” or “AI productivity paradox. The purpose of this paper is to holistically scrutinize the current approach of digital transformation consulting. A deductive qualitative study draws upon the Human Technology Performance model to elucidate papers on digital transformation published by four major management consulting firms in 2014-2019. Whereas the focus on customer-centricity and some measures of corporate performance is prominent in the consulting approaches, the study results have revealed several “blind spots” that are still either neglected or poorly covered. Three main blind spots are particularly prominent from the analysis. First of all, consulting firms often apply a “one size fits all” approach, thereby neglecting contextual factors, such as age,As the focus on digital transformation and its unexplored opportunities is prospering, consulting firms have also turned their attention to it. Despite this increased attention, digital transformation project failure rate remains high, thereby reaffirming the “IT productivity paradox” or “AI productivity paradox. The purpose of this paper is to holistically scrutinize the current approach of digital transformation consulting. A deductive qualitative study draws upon the Human Technology Performance model to elucidate papers on digital transformation published by four major management consulting firms in 2014-2019. Whereas the focus on customer-centricity and some measures of corporate performance is prominent in the consulting approaches, the study results have revealed several “blind spots” that are still either neglected or poorly covered. Three main blind spots are particularly prominent from the analysis. First of all, consulting firms often apply a “one size fits all” approach, thereby neglecting contextual factors, such as age, size, or industry. Secondly, they neglect process level in the return on investment of IT. Thirdly, the suitability of IS development methods remains poorly considered. Hence, the paper argues that, while consulting firms purport to support digital transformation exigences and efforts, they, in fact, adhere to traditional approaches to business consulting.…