Orchestrating the Twin Transition in Multinational Corporations: Technology Roadmapping for Green and Digital Global Business Services

Abstract

Global Business Services (GBS) have emerged as a "living laboratory" for the Twin Transition of Green and Digital Transformation, as multinational corporations (MNCs) face increasing pressure to harmonize digital efficiency with environmental stewardship. Aiming to derive a socio-technical framework, this paper synthesizes Technology Roadmapping (TRM) with the International Telecommunication Union (ITU) ICT-centric innovation ecosystem toolkit. A bibliometric analysis of research clusters reveals an evolutionary shift from basic process automation toward "Sustainable Intelligence," identifying the GBS unit as a central "operational airlock" that mediates between landscape pressures -- such as the EU's dual mandate and Carbon Border Adjustment Mechanisms -- and niche innovations in AI-native workflows. The study further maps these clusters onto a stakeholder engagement canvas, highlighting how resilient "Middle Power" hubs in Poland, Portugal, and Malaysia are bypassing the middle-income trap to provide a "third way" for global value chains amidst a bifurcated geopolitical cloud. The results offer a data-driven design approach for leaders and entrepreneurial support networks to orchestrate talent and supply chain flows, thereby enriching the conceptual understanding of Industry 5.0 and the role of GBS as a primary mechanism for navigating a volatile, multipolar digital economy.