Blacksmith’s house, wooden knives: why do legacy firms succeed in promoting digital outcomes but struggle with the digital transformation of their existing business models?
Although research recognizes that legacy firms struggle with digital transformation, frequently abandoning initiatives, the underlying mechanisms remain a black box. To tackle this issue, we adopt an Attention-based view lens and follow a multiple case study design with five Brazilian legacy firms as a methodological approach. We draw evidence from longitudinal data spanning six years (2016–2021), triangulating archival data from the companies’ annual reports with their websites and formal and informal interviews.