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Recent advancements in digital technologies and a growing availability of data create new opportunities for firms to increase revenues and improve operational efficiency. To date, there is a gap in research describing transition pathways to digital-intensive models of production and operation companies may choose depending on the industry context, company sizes, technology push and market pull forces. This conceptual paper develops a framework of digitalisation stages in firms: analogue, coordinated transition, digitally fragmented, and a fullfledged digital enterprise. Examples from the industry are used to illustrate the framework.