Reimaging Emerging Technologies for Digital Transformation and Growth Trajectory of Organizations in New Normal: The Moderating Role of Organizational Data-Driven Culture

Emerging technologies, such as artificial intelligence, big data analytics, and blockchain, play a major role in the digitalization of organizations. Data are important for decision-making processes. Organizations need to establish a data-driven culture to support the digital transformation process. However, extant literature is scant to investigate the effects of digitalization on organizational sustainability performance. In this context, this study aims to investigate how data-driven culture and digital transformation could impact organizational sustainability performance by improving some intermediate contextual factors. To investigate the effects of digitalization, this study has developed a theoretical model with the knowledge of literature and theories. Later, the model has been statistically validated. This study claims its uniqueness because no other studies have extensively demonstrated that applications of digital technologies in a data-driven culture could improve the sustainability performance of organizations by improving product and process innovation and the financial and operational performance of organizations. However, the study results suffer from external validity issues, as the analysis of the results depends on the inputs of the respondents who are based out of India. This has been considered as a limitation in this study.