Transformative strategies: shaping digital culture and employee attitudes towards digital transformation

Abstract

The purpose of this chapter is to identify the relationship between digital transformation leadership in shaping digital culture and employee attitude and contrasting strategical approach in startups and mature organizations. Based on a review of extant literature, this study develops a theoretical rationale behind developing a conceptual framework to organizations specific digital transformation strategies. There is a different strategical approach that a digital transformation leadership needs to address while implementing any technological initiatives as organizational ability to rapidly adapt to the new innovative transformed solution is very critical in shaping company growth trajectory. A conceptual framework of digital transformation through digital culture and employee attitude requires the empirical validation of the suggested conceptual framework. Organizations should focus on enhancing digital skills of employees and digital culture to foster adoption of new technologies.