Implementation of Organizational Changes in a Banking Institution: Best Practices and Challenges in the Case of the Commercial Bank "Victoriabank" S.A

The article describes and analyses various types of organizational changes implemented at the Commercial Bank "Victoriabank" S.A. over the past five years, focusing on initiatives related to digitalization, rebranding, and operational restructuring. The implementation of changes in personnel policy, organizational structure, service portfolio, as well as the integration of new banking technologies, contributed to increased efficiency and the strengthening of the bank's competitive position in the financial market. At the same time, the article identifies and examines a series of challenges and barriers encountered during the change process, including employee resistance to change, difficulties in perceiving the benefits of the transformations, and technical issues related to digitalization. The study is based on qualitative methods, including document analysis and interviews, and provides a detailed picture of the efforts and outcomes of the change processes within a banking institution. The results highlight the importance of an integrated approach to social, economic, and technological change in order to achieve sustainable outcomes.