KORPORATIVNA STRATEGIJA U METAVERZUMU: MOGUĆNOSTI I IZAZOVI DIGITALNE TRANSFORMACIJE
METAVERSING THE CORPORATE STRATEGY: THE OPPORTUNITIES AND CHALLENGES OF DIGITAL TRANSFORMATION

Author(s): Polona Domadenik Muren, Matjaž Koman, Tjaša Redek
Subject(s): Media studies, Business Economy / Management, Management and complex organizations, ICT Information and Communications Technologies
Published by: Finrar d.o.o Banja Luka
Keywords: Corporate strategy; digital transformation; competitive advantage; new technologies;
Summary/Abstract: Digital transformation as a challenge is one of the main topics of management structures, primarily due to the rapid pace of development of new technologies and frequent changes in the business models of companies. This paper addresses the key concepts of digital transformation, technological, organizational and environmental factors that influence business processes, and, finally, identifies the main drivers and barriers. In order to provide management guidelines for digital transformation, it is necessary to improve the understanding of how companies can gain a sustainable competitive advantage based on specific resources, adopt appropriate strategies and redefine the organizational structure. The business approach must be built on the basis of the analysis of the influence of technology, business and society on the development of economic branches. Emerging technologies currently pose and will continue to pose a major threat to existing routine processes and competencies. Organizations must review recruitment strategies in order to attract the younger generation, which implies retraining and upgrading existing personnel and continuously checking compliance with business goals. It should be kept in mind that digital transformation is a much broader concept than digitization itself and is more than the simple application of new technologies in business processes. The key purpose of digital transformation is to achieve progress in the green transition using digital solutions that also improve process efficiency. Embracing digital transformation requires building a new culture characterized by risk acceptance.

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