THE DENISON ORGANIZATIONAL CULTURE SURVEY (DOCS): EMPIRICAL REVIEW OF A DIGITAL ORGANIZATIONAL CULTURES´ EFFECTIVENESS

Digitalization presents a driving force for many organizations regarding the dynamic changes and requirement of a new way of thinking and achieving higher performance, improving quality, safety, and profitability. Digital transformation has become a prevalent project in many industries, nevertheless often failure due to inhibit organizational cultures preventing change. Empirical review of the digital organizational cultures´ effectiveness identifies cultural traits that are crucial for the digital transformation process. Understanding the digital organizational culture is important for leaders to react to changing environments, especially amplified by the ongoing coronavirus pandemic. The purpose of the study is to assess the culture of organizations and track the progress of digitalization using the Denison organizational culture model. The survey was conducted in October 2022. The sample comprised over 400 respondents. Statistical analysis is performed with MAXQDA software, where the statistical relationship between the variables of interest was explored. Convergent validity was evaluated using Person´s correlation analysis. A psychometric evaluation is acceptable and correlation confirms the statement that each trait strongly correlates with two other traits, but less with the incompatible trait. The correlation between particular traits and their subdimensions indicates the convergent and divergent validity of the items. The findings have revealed a significant connection between Adaptability and Customer Experience and Mission and Digital Strategy. These traits highly affect the digital evolution within an organization. Findings reveal that the organizational culture is crucial to a successful digital transformation and needs to be given sufficient attention. In conclusion, this study indicates that organizational culture appears to be a force that boosts digital progress.