Digital transformation during a pandemic: Stretching the organizational elasticity

How can firms turn their COVID-19 pandemic-driven digitalization efforts into sustainable digital transformation? Firms accelerated their digitalization efforts during the global pandemic to an emergency speed. This speed of implementation of digital technologies left organizations with little time to adapt their structures, processes, and culture to the new environment. We argue that firms currently remain in a stretched operations mode that will either bounce back to normal after the pandemic or ultimately lead to organizational failure. Seven in-depth case studies based on 11 interviews of top management support our argument and show that, during this crisis, firms have been operating in a state of exception. We take an organizational elasticity perspective to investigate this status and develop an agenda for firms to facilitate sustainable digital transformation. Our study provides important insights into organizational elasticity as a framework to manage the long-term organizational impact of the current pandemic.