It is difficult to go against the belief that digitalization is essential for the success of businesses today. After all, who in his right mind will deny that digitalization is the wave of the future and that doing business online is the way to go? I would like to argue, though, that digital technology is just one of several resources of a business - just like machines, tools, equipment, and people - and that it is only when digital technology is skillfully used in combination with other organizational resources can businesses achieve their goals.
Let me do this by demonstrating how digital technology allowed a business to continue its social mission in spite of strict lockdowns brought about by the pandemic. Worth noting is the case of MAD Travel, a social enterprise that offers guided tours for people who seek meaningful travel experiences.
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