Although many organizations are “digitized,” they generally need to adopt a more holistic approach to digital transformation. In this context, the literature lacks theory on how digital transformation should be considered in operations strategy to create value for customers. Based on Pettigrew's work (1987), content analysis was conducted, focusing on value dimensions, competitive priorities, and value characteristics that guide operations strategy in the context of digital transformation. Correlations were established to identify variables related to value. The content analysis identified the need for greater attention to defining digital transformation operations strategies and creating value that meets market needs, while also exploring internal resources and capabilities. The proposed conceptual framework establishes two main flows of value-related dimensions (proposition, creation, delivery, and capture of value): the value innovation flow and the value co-creation flow.