RESISTANCE MANAGEMENT AND EFFECTIVENESS EVALUATION OF STRATEGIC TRANSFORMATIONS IN THE CONTEXT OF DIGITALIZATION

Анотація

The article examines practical aspects of implementing strategic changes in enterprises under conditions of economic space digitalization and substantiates mechanisms for improving organizational transformation management effectiveness. The specificity of resistance to change in the digital era is revealed, characterized by technophobia, digital divide between generations, and fear of job loss due to automation. Comprehensive mechanisms for overcoming resistance are proposed through development of differentiated digital literacy programs, gamification of learning processes, creation of digital ambassadors network in departments, personalization of change communication, and employee involvement in transformation design processes. A balanced scorecard system for evaluating strategic change management effectiveness is developed, structured across four perspectives: financial (ROI of digital investments, share of revenues from digital products), customer (digital experience, omnichannel interaction), internal processes (automation, data quality), learning and development (digital competencies, innovation activity). Keywords: resistance to change, digital leadership, effectiveness evaluation, organizational culture, digital transformation, change sustainability, implementation practices, Ukrainian enterprises.

Класифікація

Ідентифікатори

Схожі роботи