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PurposeThe 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/approachThe research followed action design research guidelines that combine the methodological principles of design science research and action research.FindingsEvidence 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/implicationsThe 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 implicationsBeing 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/valueBTM 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.