DIGITAL CULTURE IMPACT THE SMES ORGANIZATION BUSINESS OUTCOMES
DIGITAL CULTURE IMPACT THE SMES ORGANIZATION BUSINESS OUTCOMES

Summary/Abstract: As the values of digital culture of an organization should be actionable, distinctive, and linked to results, the aim of the research was to show that the impact of the digital culture on the organizational success through its outcome can encourage persistent striving for customer-focused, scalable results. To that purpose there was experimental online research provided in 114 SMEs in Serbia in 2019. Methods used are descriptive statistics, ANOVA test and Pearson’s correlation. Key results support the hypothesis of the paper that the Digital culture with its values, impact, speed, autonomy and openness influences the output of the organization measured through the impact on its factors, agility, collaboration, customer focus, diversity, execution, innovation, and integrity, fast-growing and financial performance. The authors hope that such a system of interrelated values and digitally enabled practices can be remarkably effective when management of the organization gets it right. The realities of how companies talk a their culture is consistent with a prominent theory that defines organizational culture as a set of norms and values that are widely shared and strongly held throughout the organizational output, quality, productivity and safety improvement. The contribution of the paper is the research of the core values of the digital culture in direction to capture the values to the distinctive essence of an organization, providing the clearly link to business outcomes.

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