University North

https://www.croris.hr/projekti/projekt/15795?lang=en

Sveučilište Sjever

29300 EUR

21.10.2025 – 30.09.2029

Digital change represents the systematic and accelerated integration of new technologies into business processes, structures and management models, which changes not only the technical aspects of business, but also the fundamental organizational paradigms. Digital transformation includes the introduction of automated systems, artificial intelligence, collaboration platforms and digital tools for information management, which requires the adaptation of employees, management and the entire organizational culture. The project “Business Transformation through Digital Tools: The Role of Corporate Culture and Corporate Communication Strategies in Shaping Organizational Resilience and Fostering Digital Maturity” analyzes how “soft” organizational elements – such as values, beliefs and communication practices – influence the success of digital transformation. Combining qualitative methods (interviews, narrative analysis, netnography) and quantitative approaches (surveys, statistical analysis, NLP sentiment analysis), the project explores the interrelationships between culture, communication and digital adaptation. Through the integration of these findings, a theoretical and applicable model is developed that explains how organizations can become more resilient, innovative and digitally mature. The main objective of the project is to define a model that integrates corporate culture and communication strategies as key factors of successful and sustainable digital transformation and socially responsible business. The project "Business Transformation through Digital Tools: The Role of Corporate Culture and Corporate Communication Strategies in Shaping Organizational Resilience and Fostering Digital Maturity" has as its main objective to investigate how digital transformation affects changes in corporate culture and communication strategies within organizations and how these changes contribute to the successful implementation of digital technologies and overall corporate efficiency. The project starts from the assumption that "soft" organizational dimensions - such as values, communication and culture - are as important for the success of digital transformation as technical infrastructure. Additional project objectives: 1. To analyze the ways in which digital tools change corporate structures, work processes and interpersonal dynamics, with a focus on team reorganization, digital collaboration and automation. 2. To examine the role of corporate culture as a mediator in the process of accepting digital technologies, analyzing how employee values, norms and behaviors affect readiness for change. 3. Assess the effectiveness of different communication strategies – including two-way, participatory and strategically driven communication – in the context of organizational change and digital transition. 4. Identify key barriers and success factors in implementing digital transformation, given the existing organizational culture and communication styles. 5. Propose recommendations for the development of an integrated digital transformation strategy, which includes technological innovations, changes in culture and communication, as well as elements of social responsibility and sustainability. 6. Develop an analytical model that connects digital transformation, corporate culture and communication strategies as interdependent dimensions of sustainable organizational development, with empirical validation of the model through quantitative and qualitative research. The achievement of the above objectives will enable a comprehensive, multidimensional understanding of business transformation in the digital age and the formation of scientifically based and operationally applicable guidelines for organizations in the public and private sectors.

izv. prof. dr. sc. Dijana Vuković

prof. dr. sc. Anica Hunjet

prof. dr. sc. Ante Rončević

prof. dr. sc. Jadranka Lasić Lazić

prof. dr. sc. Iva Rosanda Žigo

izv. prof. dr. sc. Darijo Čerepinko

doc. dr. sc. Marin Galić

dr. sc. Jelena Blaži

-

-