  Organizations are increasingly adopting digital strategies and investing
heavily in digital technologies and initiatives. However, to date, there does
not appear to be a clear understanding of digital strategies and their purpose,
which forms the motivation for this research. This research-in-progress study
aims to address this research gap by exploring 1) the various conceptions of
digital strategy, and 2) the way in which digital strategies differ from
conventional strategies, through interviews with three senior executives. We
employed thematic analysis to analyse the interview data, which resulted in the
identification of ten themes that were grouped under three theoretical
constructs. We then explored the applicability of the six dimensions of
strategy proposed by Hax (1990) in the digital context and proposed two
additional dimensions. The contribution of this study is to provide a deeper
understanding of digital strategy to support further academic research and
provide guidance to practitioners.
