Conference article

Digital transformation through community and relationship building

Francesca Piredda
Politecnico di Milano, Italy

Caterina Petroni
Twig Agency, Italy

Simona Venditti
ABB EP, Italy

Emiliano Verga
Cefriel, Italy

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Published in: ServDes2018. Service Design Proof of Concept, Proceedings of the ServDes.2018 Conference, 18-20 June, Milano, Italy

Linköping Electronic Conference Proceedings 150:103, p. 1210-1210

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Published: 2018-07-05

ISBN: 978-91-7685-237-8

ISSN: 1650-3686 (print), 1650-3740 (online)


ABB S.p.A. is an example of how collaborative communities can help shape a cyclic process of identity definition and development. This case will be presented in the workshop to explain how the Twig agency has guided digital transformation through communities, also thanks to the scientific contribution of the university and the development of a broader methodological vision, that has lead them to combine service, marketing, communication and technology in a synergic way.


digital transformation, user driven process, participated business development, talent strategy


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