Factors influencing the digital business strategy

As the interplay of information technology with businesses evolve,it becomes increasingly important to understand the factors that influence the strategies that businesses adopt,especially in the realm of digital technologies. while the concept of digital technologies started with four pillars,namely social media,mobility,analytics and cloud,it has expanded to include the revolutions taking place in the internet of things,machine learning,augmented reality,artificial intelligence and cognitive technologies. while the authors do not attempt to analyse each of these technologies individually,this paper aims to identify and understand the factors (technological and non-technological) which could impact the digital business strategy (dbs) of an organisation. it reviews research papers,articles and examines opinions and views of selected organisations on this topic. this is in order to provide a comprehensive picture that would likely to appeal to academicians and practitioners. © universiti putra malaysia press.