3rd International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

ORGANIZATIONAL CULTURE AS A FACTOR OF DIGITAL MATURITY  OF ORGANIZATIONS IN THE TOURISM SECTOR

Ivana Simić, PhD, Full Professor
Faculty of Economics, University of Niš, Trg kralja Aleksandra Ujedinitelja 11, Niš, Serbia
Ivana Marinović Matović, PhD
Addiko Bank, Mihajla Pupina 6, Belgrade,   Serbia

DOI:  ​ ​  ​  ​    https://doi.org/10.31410/tmt.2018.231

Abstract:   Digital maturity of organizations represents the level of organization’s readiness and ability to apply the latest digital technological achievements that enable them to function better and take better positions in a hyper competitive business environment. In addition to technology, the level of digital maturity of the organization is influenced by a number of other organizational factors: business strategy, organizational structure, organizational culture, quality of personnel of the organization. In this paper, special attention is given to organizational culture as one of the organizational variables that significantly defines the level of digital maturity of the organization. The aim of the paper is to provide managers of all organizations, and especially managers in the tourism sector, the ways and mechanisms for creating such an organizational culture that will represent a strong support to the organization for achieving higher levels of digital maturity.

Keywords: organizational culture, digital maturity, digital transformation, organization, tourism sector.

REFERENCES

[1] Capgemini Consulting and MIT Sloan Management 2011. (2011). Digital Transformation:
A Road map for Billion – Dollar Organizations. https://www.capgemini.com/wp-content/
uploads/2017/07 (15 December 2017).
[2] Bounfour, A. (2016). Digital Futures, Digital Transformation: From Lean Production to
Acceluction. Switzerland: Springer International Publishing.
[3] Tolboom, I. H. (2016). The impact of digital transformation. https://repository.tundelft.nl.
(10 January 2018).
[4] Gimpel, H., Röglinger, M. (2015). Digital Transformation: Changes and Chances-Insights
based on an Empirical Study. Project Group Business and Information Systems Engineering
(BISE) of the Fraunhofer Institute for Applied Information Technology Fit, Augsburg/
Bayreuth. https://www.fim-rc.de/wp-content/uploads/Fraunhofer-Studie_Digitale-Transformation.
pdf (12. January 2018).
[5] World Economic Forum White Paper. (2016). Digital Transformation of Industries: Digital
Enterprise 2016. www.reports.weforum.org/digital-transformation/wp-content/blogs.
dir/94/mp/files/pages/files/digital-enterprise-narrative-final-january-2016.pdf (18 April
2018).
[6] Scwartz, E. I. (2001). Digital Darwinism: 7 Breakthrough Business Strategies for Surviving
in the Cutthroat Web Economy, Broadway.
[7] KPMG LLP. (2017). Destination (un)known: Key steps to guide your digital journey. https://
home.kpmg.com/content/dam/kpmg/uk/pdf/2017/09/digital_transformation_guide_2017.
pdf (12 January 2018).
[8] Firoiu, D., Croitoru, A. G. (2015). Global Challenges and Trends in the Tourism Industry:
Romania, Where To? Annals of the „Constantin Brâncuşi“ University of Târgu Jiu, Economy
Series, Special Issue – Information society and sustainable development. pp. 37-42.
[9] Kane, G. C., Palmer, D., Phillips, A. N., Kiron, D, Buckley, N. (2017). Achieving Digital  
Maturity. MIT Sloan Management Review and Deloitte University Press, July. pp. 1-17.
​[10] Kane, G. C., Palmer, D., Philips, A. N., Kiron, D., Buckley, N. (2015). Strategy, not technology,
drives digital transformation. MIT Sloan Management Review and Deloitte University
Press. http://sloanreview.mit.edu/projects/strategy-not-technology-drives-digital-
transformation (10 December 2017).
[11] Simić, I., Marinović Matović, I. (2018). Digital Transformation in the Function of Improving
the Competitiveness of the Republic of Serbia in the Tourism Sector. In: Cvijanović,
D., Lemmetyinen, A., Ružić, P., Andreeski, C., Gnatović, D., Stanišić, T., Mićović, A.
(Ed.), Tourism in Function of Development of the Republic of Serbia. Vrnjačka Banja:
University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja.
pp. 374-389.
[12] Kane G. C., Palmer, D., Phillips, A. N., Kiron, D., Buckley, N. (2016). Aligning the Organization
for Its Digital Future. MIT Sloan Management Review and Deloitte University
Press. July. pp. 1-28.
[13] Deloitte. Digital Maturity Model: Achieving digital maturity to drive growth. February,
2018. https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Technology-
Media-Telecommunications/deloitte-digital-maturity-model.pdf (15 September 2018).
[14] Hemerling J., Kilmann J., Danoesastro M., Stutts L, Ahern C., (2018). It`s Not a Digital
Transformation Without a Digital Culture. BCG The Boston Consulting Group, Inc.
http://image-src.bcg.com/images/BCG-Its-Not-a-Digital-Transformation-Without-a-Digital-
Culture-Apr-2018-new-tcm9-193272.pdf (3 September 2018).
[15] Russell Reynolds Associates: Culture as Key Success Factor in Industrial Digital Transformation.
http://russellreynolds.com/en/Insights/thought/leadership/Documents/Culture%
20as%20Key%Factor%20Industrial%20Digital%20Transformation.pdf (10 September
2018).
[16] Kwon E. H., Park M. J. (2017). Critical Factors on Firm`s Digital Transformation Capacity:
Empirical Evidence from Korea. International Journal of Applied Engineering Research,
Vol. 12, No. 22. pp. 12585-12596.
[17] Daft R. L. (2010). Management. Orlando: The Dryden Press, Harcourt Brace College Publishers.
[18] Jaques E., Clement S. D. (1994). Executive Leadership. A Practice Guide to Managing
Complexity. Wiley-Blackwell.
[19] Simić, I., Stefanović, S. (2017). Upravljanje talentima u funkciji smanjenja nezaposlenosti
u Republici Srbiji (Talent Management in the Function of Reduction of Unemployment
in the Republic of Serbia). In: Petrović, D. (Ed.), Primena specijalizovanih menadžment
disciplina u unapređenju konkurentnosti srpske privrede (Application of Specialized Management
Disciplines in Improving the Competitiveness of the Serbian Economy). Beograd:
FON. pp. 79-92.
[20] Capgemini (2017): The Digital Culture Challenge: Closing the Employee-Leadership
Gap. https://www.capgemini.com/consulting/wp-content/uploads/sites/30/2017/07/dti_
digitalculture_report.pdf (20 February 2018).
[21] Microsoft Corporation (2017): Creating a Culture of Digital Transformation. https://microsoft.
com/rs/157-GQE-382/images/digital_spreads_00950_MICROSOFT_DT%20Report_
A4_COVER-PDF (12 January 2018).