The use of business and technology management (BTM) integrated practice in business development initiatives – an ADR cycle

Purpose The paper reports a study that evaluated the effectiveness and usefulness of Business and Technology Management (BTM), a management practice for formulating business digital strategies that address organization, processes and technology in an integrative way. Design/methodology/approach The research followed action design research guidelines that combine the methodological principles of design science research and action research. Findings Evidence from the study confirmed the adequacy and usefulness of BTM as a solution to an old management problem of internal fit, synergies, alignment or strategic integration. It also led to an improvement in its way of working, namely, a management practice with four process stages: (1) define trade objectives, (2) design an integrated business model, (3) manage the business transformation and execution and (4) evaluate the results obtained. Research limitations/implications The study exemplifies how practice research can be used within a long-term research pursuit to provide empirical evidence that permits evaluating and improving a research-originated management approach. Practical implications Being a theory-for-action, BTM has direct relevance for managers engaged in defining organizational and technological strategies connected with business results. The paper discloses an improved version of BTM together with a description of its application in a medium-sized company operating in the tourism sector. Originality/value BTM addresses a recurrent issue raised by researchers and practitioners concerning a failure to bring different management perspectives together when formulating a strategy. Therefore, its value lies in its ability to assist in the integration of management perspectives into business development initiatives.