Transformacija organizacione kulture u digitalnom i hibridnom radnom okruženju

Abstract

In the world of digital economy, traditional success factors of organizations, such as a strong organizational culture, have been redefined and questioned. Modern organizations are faced with the challenge of rethinking not only the established work patterns and employee relations, but also examining ways to transform the existing organizational cultures that are no longer sufficient to create sustainable value in the digital world. This paper presents the key elements of the digital organizational culture, the characteristics of the digital workplace and environment, as well as the specifics of the working population that belongs to the digital culture, the so-called "digital" or "Z" generation. New forms of work in modern business such as hybrid work, telecommuting and remote work are also analyzed. Considering that the traditional organizational culture was conceived in the analogue age and was not developed so that it can be easily adapted to the digital and hybrid form of work and organizations, its evolution and transformation in the direction of the needs of modern man are necessary. It can be concluded that a digital organizational culture should encourage the development of a collaborative work environment, creativity and innovation, and lead to permanent business improvement through a unique digital strategy.