Transformation of corporate culture in the digital economy

The digital economy is gaining a universal character, causing changes in all aspects of the functioning of any organization, including corporate culture. The transformation of companies in the context of the digitalization of the economy presupposes a change in strategy, which is impossible without a change in the corporate culture. In the new economic environment, corporate culture should be aimed at supporting innovation. The main features of a new, digital culture: flexibility, adaptability, cooperation, dynamism. In this context, the relevance of a scientific study on the transformation of corporate culture is obvious. The purpose of this article is to study the factors influencing the change in corporate culture and determine the directions of changes in corporate culture in the context of digital transformation. The difficulties arising in the process of transition to a new corporate culture are analyzed, they include lack of flexibility in management personnel, excessive formalization, lack of effective motivation. The necessity of changing the corporate culture to maintain the competitiveness of the organization in the digital economy has been proved.