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In this phase the strategy for the digital initiative and the existing operations are not separated. This means that there is one vision and one strategy that will influence the entire operation, digital or not. The company runs a business which combines the digital venture and the preexisting operation. This way, the venture will have a stronger impact and all the focus will be on the future (instead of on the core of the organization, as in the Coordination Phase), which in turn means that changes as well as results will accelerate. The company will also be able to keep track of changes happening around the world and adjust accordingly. This will increase the possibilities of developing a long-term, successful company. Compare Mobilization Phase and Coordination Phase.
