DO SOCIAL READINESS FACTORS FOR THE DIGITAL TRANSFORMATION JOURNEY REALLY MATTER? EVIDENCE FROM LARGE MANUFACTURERS

Digital Transformation (DT) is an ongoing process of technological transformation, that involves new forms of organising and strategising. Adopting a social-managerial perspective, the aim of this study is to analyse how social readiness factors affect the DT process in a multi-scenario setting. We chose nine large case manufacturers representing two countries. In-depth interviews were conducted, and content analysis technique was used. The similarities and differences between the cases provided a solid foundation for comparing their social readiness factors in the process of DT. Based on the results, clusters of companies were identified representing different levels of social readiness for DT. Factors of social readiness are important not only for the digital journey to begin, but also to support its continuity and enhance the actions of new digital changes. The results give the practitioners, policy makers, and researchers a guideline for further research and applicability of manufacturing DT under a more micro-organisational lens. Therefore, managers should not neglect the social aspects of digital change, but rather proactively develop these factors to achieve success in the digital journey