The last few decades have seen the widespread adoption of large-scale, integrated, packaged software suites collectively called Enterprise Systems. However, most studies done so far have largely focused on the operational efficiency achieved by using these systems. This paper reports on research-in-progress that seeks to explore the strategic potential of Enterprise Systems to enable business transformations. In doing so, a new model is proposed that places the emphasis on the potential of Enterprise Systems to achieve innovation and reshape business strategy, rather than merely focusing on operational benefits. This model proposes that Enterprise Systems, when used to integrate, optimise and informate, can help firms achieve alliance innovation, process innovation and reshaped business strategy. The paper also provides preliminary empirical evidence that supports the propositions. This model will be tested further through primary case studies and a survey. This research, once completed, will assess the strategic role of Enterprise Systems in enabling business transformations beyond operational benefits.