A Qualitative Research on the Awareness of Trend Technologies Used in Digital Transformation of Businesses Across G20 Countries

Businesses that fail to adapt to the digital transformation process and the disruptive innovation that it brings are likely to lose their competitive advantage and operational efficiency. In order to adapt to this process, a digital transformation culture should prevail within the organization. Corporate culture is influenced by national culture. Therefore, the social awareness of the technologies used in businesses’ digital transformation processes and the dominance of digital transformation-oriented corporate culture in businesses are related. In this context, this study aims to investigate the social awareness of globally accepted technologies in the digital transformation process of businesses in G20 countries. To this end, the study presents 19 technologies that have become known in the Industry 4.0 process through a literature review. These technologies were also categorized according to their areas of application. The study used descriptive content analysis from qualitative analysis techniques. The Google Trends database was used to determine the awareness of these technologies in the G20 countries. In this context, the average awareness data for each year and country was obtained by taking the search intensity data between 01 May 2011 and 20 December 2023 from the Google Trends database for G20 countries. This data was analysed separately for each technology. As a result of the study, the countries with the highest and lowest awareness of each technology were identified, the results were verified with the existing studies in the literature, and the points that contradicted the literature were explained. In addition, the awareness ranking of the G20 countries was revealed.