Digital Innovation and Organizational Culture Transformation in Improving Startup Performance
Keywords:
Digital Innovation, Digital Transformation, Organizational Culture, Organizational Performance, StartupAbstract
Digital transformation is a key factor in encouraging the growth and competitiveness of startups in the industrial era 4.0. This research aims to examine the relationship between digital innovation and organizational culture transformation in improving startup performance. Using the literature study method on scientific articles, it was found that the adoption of digital technology has a significant impact on efficiency, innovation, and customer satisfaction. However, digital innovation will not be effective without being supported by an organizational culture that is adaptive, collaborative, and open to change. The results of the study show that synergy between technology and culture is an important foundation in driving successful transformation. Startups that successfully implement digitalization comprehensively with the support of the right organizational culture tend to show superior and sustainable performance. This research provides strategic implications for startups in designing digital transformation based on technology and human value in an integrative manner.