En knuff i rätt riktning : Beteendeförändringar i digitala transformationsprocesser

Today, the existence of many organizations are being threatened by a rapidly changing digital environment. To survive and stay competitive on the market organizations must adjust and become digital transformed. For all who succeed, the digital transformation can bring several competitive advantages, but many organizations fall short on the way. Scholars have investigated some critical organizational factors such as digital strategies and maturity models, but still many organizations are struggling hard to navigate through the process. This thesis aim at investigating the role of psychological and behavioral aspects in conjunction with the challenges which occur during the process. By interviewing business executives and employees from different industries whose company is undergoing a digital transformation, we identified a number of critical behavioral aspects. The contributions of this study are two-fold; first, it gives valuable insights for researchers, and we argue that elements such as motivation, insecurity, patience, and confirmation of others have a significant impact on the organization's digital transformation. We also identify vital choices that organizations have to make during the transformation process. Second, the study provides practitioners with a conceptual framework on how to overcome the barriers with the help of nudging