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<p>Industrial firms increasingly face the challenge of addressing digital, sustainable, and organizational transformations not in isolation but simultaneously and in interdependent ways. This phenomenon, described in the literature as multiple transformation, requires new mechanisms to bridge divergent logics across functional domains. This study examines the role of digital twins in industrial B2B sales, a&#xa0;context where high complexity, long sales cycles, and growing sustainability demands create strong needs for integrated solutions. Drawing on a&#xa0;qualitative single-case study at a&#xa0;global energy technology company, which included ten expert interviews and a&#xa0;workshop with a&#xa0;consulting firm, the findings show that digital twins extend far beyond their role as technical simulation tools. Along the triple bottom line, the study identifies economic effects (e.g., accelerated quotation cycles, cost reductions), ecological impacts (e.g., reduced need for physical prototypes, early integration of sustainability metrics), and social implications (e.g., employee relief, new competence requirements, enhanced cross-functional collaboration). Moreover, the study demonstrates that the digital twin acts as a&#xa0;boundary object, contributing to IS research by conceptualizing digital artifacts as coordinating mechanisms of multiple transformation. The findings also provide practical implications for the strategic deployment of digital technologies in transformation contexts.</p>

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Digitale Zwillinge als Enabler Multipler Transformation: Eine Triple Bottom Line Fallstudie zur nachhaltigen Vertriebsinnovation

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年1月19日

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  • Kim Krüger,
  • Timo Böttcher,
  • Helmut Krcmar

摘要

Industrial firms increasingly face the challenge of addressing digital, sustainable, and organizational transformations not in isolation but simultaneously and in interdependent ways. This phenomenon, described in the literature as multiple transformation, requires new mechanisms to bridge divergent logics across functional domains. This study examines the role of digital twins in industrial B2B sales, a context where high complexity, long sales cycles, and growing sustainability demands create strong needs for integrated solutions. Drawing on a qualitative single-case study at a global energy technology company, which included ten expert interviews and a workshop with a consulting firm, the findings show that digital twins extend far beyond their role as technical simulation tools. Along the triple bottom line, the study identifies economic effects (e.g., accelerated quotation cycles, cost reductions), ecological impacts (e.g., reduced need for physical prototypes, early integration of sustainability metrics), and social implications (e.g., employee relief, new competence requirements, enhanced cross-functional collaboration). Moreover, the study demonstrates that the digital twin acts as a boundary object, contributing to IS research by conceptualizing digital artifacts as coordinating mechanisms of multiple transformation. The findings also provide practical implications for the strategic deployment of digital technologies in transformation contexts.