DIGITAL TRANSFORMATION AND DIGITAL CULTURE

Abstract

The paper marks the strong link between digital transformation and digital culture and how success is the result of two mutually conditioning variables. Digital transformation is a vast and complex phenomenon with multiple implications operating on two levels: microeconomic and macroeconomic. As a result, both internal and external organizational environments are changing profoundly. The digital transformation has two sides (it is both an autonomous strategy and the result of the digital one). This restructuring is taking place as a result of the new effects generated by this process: new business models, increased competitiveness in the business world, increased organizational efficiency and effectiveness, and culture plays an important role in this new landscape. Industry 4.0 is also a key determinant that has imposed a series of organizational changes and is linked to digital culture and digital transformation. The tools used were literature review and bibliometric analysis using VOSviewer for visualizing the main and secondary synapses between the variables. Through them, the hypothesis of interdependence between variables (digital transformation and digital culture) was validated. Digital transformation and digital organisational culture condition each other to ensure organizational success in an increasingly volatile, unstable, ambiguous, and digitally complex environment. The items that ensure the connection of the variables and the way in which new conceptual nodes are connected have been identified.