Embracing New Culture in the Pressure of New Technology

New technology (XR-technology, Artificial intelligence (AI) e.g.) are supporting educational institutional operations throughout all processes. To realize the importance of organization culture and its sub-cultures will be essential when education institutes implement new technology or scale its educational products to global markets.The objective of this research activity has been to analyze education institutes on how they embrace cultural approach in the pressure of new technologies. They bring new opportunities as well as challenges when implementing them. The analysis of the development of the educational institutions has concentrated on sorting out How the organizational culture should be observed, analyzed and studied during the transition of technology?How to manage the subcultures of organization?What does it mean for the business model of university?The article outlines the importance of human factors, team cohesion, organization culture and its subcultures. In this research it has been verified that the organization culture is formed of several subcultures, and it is important to manage them in integrated way during digital transformation.