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Arunachal Pradesh is the most biodiverse Indian state situated in its north-east with the second highest breeding bird diversity in the world. Despite this, the area did not exist in bird-based tourism map till as late as a few years back owing to remoteness and lack of proper infrastructure and documentation. An innovative community based ecotourism initiative started in 2006, has catapulted one of the protected areas, namely Eagle-nest Wildlife Sanctuary of this state to one of the top birding destination of the world in a very short time. After a thorough documentation of the birdlife of the area by a qualified researchers' team, basic infrastructure was created through grants from external donors. Today the high quality low volume bird based ecotourism is completely managed by local Bugun tribal community and provides employment to few locals besides contributing to Bugun community welfare funds in a sustainable manner without any external support. The community today takes pride in the activity and also ensures that the forests are well preserved. The innovative aspect of the initiative is a complete management by the community with no support from the Government, making it truly sustainable.

While scholarly attention has mainly focused on team-level or relational constructs for the success of team performance, understanding the inter-play between these two streams of research remains limited in digital transformation projects. Borrowing from social exchange theory, this study aims to explore the antecedents of team alignment leading to team performance with mediation effects of trust, commitment and customer–service provider relationship. The moderating role of relationship length was also examined.

Data was collected using a survey of 180 employees working on digital projects in B2B context, mostly in the Indo-Pacific region, specifically Singapore, Indonesia, Malaysia and India. Partial least squares method with multi-group analyses and bootstrapping method were used to analyze the data.

Findings show that customer control and team capability are the strongest antecedents of team alignment, and inter-play between the customer–provider relationship with team-level constructs is also significant. Relationship length has higher level of moderation impact on trust–team performance link compared to commitment–team performance relationship.

The study considers moderation impact of relationship length on trust, commitment and team performance but not other constructs. Also, gender ratio is skewed in the data set.

Digital transformation practitioners need to be aware of relational constructs (not only team-level constructs) when designing successful long-term digitalization strategies for organizations.

This study is one of the first to document the inter-play between team alignment and relational constructs (such as trust, commitment, and customer–service provider relationship), with moderation impact of relationship length leading to team performance in digital transformation projects.