Management Perception of Digital Innovation: How Innovation Managers Perceive Digital Innovation in their Organisational Setting in Austria

The rapid advancement of digital technologies has fundamentally shaped business in all sectors. Therefore, organisations must find strategies for responding to this advancement through digital innovation. In this context, the perspective of innovation managers and their perception of digital innovations in practise are underrepresented in previous research. Therefore, using semi-structured interviews, this study examines the perceptions of 13 innovation managers towards digital innovation and organisational factors in Austria. Results showed that digital innovation is perceived positively and has the potential to solve current societal, economic and environmental challenges. However, a proactive strategy is required for organisations. Finally, in terms of conductive factors, agility, mindset adjustment, innovation culture, open innovation approach and ecosystem usage appear to be important in practise in Austria. This suggests that managers who are aware of the impact of digital innovation and consider conductive factors in their leading strategy may be successful in handling digital innovation.