An approach for increase of digital/IT innovation adoption for sustainable development of transportation system

Abstract

In order to survive the COVID pandemic that starter in 2020 and is still ongoing companies see a challenge to rebuild their business so it will be flexible and sustainable. It is especially important for companies from traditional verticals like transport who are not used to be digital. Innovation adoption will allow companies to face future crises with more agility and smaller profit losses. Even though the nowadays there are a lot of innovations to choose the level of innovation adoption rate is still relatively low. Most of them can be categorized as digital/IT because the companies need to execute the digital transformation process quite fast. The well-known innovation adoption models use general characteristics of an innovation such as trialability, complex in use and in design etc. but do not provide the users with practical recommendations and give less attention to the digital/IT element. Digital maturity models on the other hand result in practical recommendations on how to improve the adoption of digital and information technologies. In this article we suggest a conceptual approach - add a digital/IT maturity element to a characteristic-based model of innovation adoption. As a methodological support to a model several questionnaires for assessment the model’s elements as well as the further research direction and design have been developed.