Managing digital transformation of organizational culture and its shaping factors in the context of digitalization

Introduction. The article is relevant due to the development of modern technologies (artificial intelligence, machine learning, and cloud services). Changing business processes and management approaches require companies to adapt and implement digital solutions; these changes are in approaches to management, in interaction with clients and partners and in organizational culture. Digital transformation of organizational culture helps increase the efficiency of business processes and improves interaction between employees and departments. The article aims to review the processes of managing organizational culture in the context of digitalization. Materials and methods. The research is based on scientific publications and articles, as well as studies and reviews in scientific journals dedicated to digital transformation, organizational culture, and change management. Research methods include comparative analysis and modeling. Results. Organizational culture management processes in the context of digitalization are considered. Notably, digital transformation of organizational culture (the main components of which are presented by the authors in the form of a model) in the modern global market is a key condition for the survival of companies. The advantages and difficulties of digital organizational culture are considered separately. The key elements of digital organizational culture and also transformation that arises are analyzed in detail – these processes impact the strategy, structure, and management systems of the organization, aiming to optimize the management system and ensure a balance between personnel and technology. At the same time, the authors emphasize that formulating an overall systemic picture of digital organizational culture is a challenge. Conclusion. At the current stage of Russia’s economic development, digital organizational culture offers certain advantages, influencing formation of the organizational structure and creation of a positive and constructive work environment. It also forces companies to set new goals by changing their activities. As a result, digital transformation of a company’s organizational culture can help reduce operating costs, promote new or improved products and services, and enhance the quality of interaction with customers and employees.