AGILE ORGANIZATIONS IN THE DIGITAL STRATEGY IMPERATIVES IMPLEMENTATION - EVIDENCE FROM SERBIA
AGILE ORGANIZATIONS IN THE DIGITAL STRATEGY IMPERATIVES IMPLEMENTATION - EVIDENCE FROM SERBIA

Summary/Abstract: This paper aims to answer questions around digital strategy development in organizations providing clarity, specifically to leaders and ICT departments, the role of human resource and process innovation in the digital strategy implementation. It includes the lessons learned from 256 SMEs from Serbia as business representatives, their attitudes given on the topic of the research in the experimental research provided in 2020 in Serbia. In the focus of the paper is the financial industry sector with insurance and accounting services. The authors of the paper explored the impact of the four variables: leadership ICT, business processes and business model as independent, to the digital strategy risks, as dependent variable. Also is explored the possible decision making impact on the digital strategy issues brought by these influences. The hypothesis of the research, that the digital strategy risk of SMEs organizations would be significantly influenced by four other risks, leadership, ICT, business processes and models in further medium term, is confirmed. Descriptive statistical analysis, IPA decision-making methods, Pearson’s correlation, with the attitudes of the SME representatives given by the method of Likert’s valuation scale are used in the paper. The key results of the research would contribute to better understanding the opportunities and threats of digitizing implementation in the strategy creation, needed investment and the agility of SMEs in these processes.

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