Designing a Conceptual Framework for the Soft Components of Digital Transformation Using Thematic Analysis

Background & Purpose: Today, the digital revolution has fundamentally changed the nature of work, organizational boundaries, and the responsibilities of employees of organizations. Digital transformation is the right answer to a world full of change, ambiguity, and uncertainty; Accordingly, the organizations are required to be equipped with digital transformation to keep staying in the field of competition. Since digital transformation is not only related to new digital technologies and is more dependent on human beings, which is called the soft part of digital transformation, managers should be familiar with the soft components of digital transformation, which are necessary for the implementation of a great digital transformation and apply them in their organizations. Thus, the aim of the current research is to identify the soft components of digital transformation, and then design a conceptual framework to explain them.Methodology: This research was qualitative conducted using thematic analysis. The research source of information was made up of databases and qualified international journals in this field, and 43 participants related to the subject under study were selected using the purposeful sampling method.Findings: During the process of analyzing, interpreting, and synthesizing the findings, the conceptual framework resulting from the soft components of digital transformation includes the comprehensive theme of culture with 12 organizing themes and 50 basic themes; The comprehensive theme of skills has 4 organizing themes and 31 basic themes; Also, the overarching theme of the organization manager has 3 organizing themes and 24 basic themes, and finally the inclusive theme of digital leadership has 2 organizing themes and 12 basic themes.Conclusion: The identified soft components of digital transformation indicate that for success in digital transformation, organizations rely on the management of the organization as the one who steers the ship of the organization, and it is also the digital leader who inspires the passion for digital transformation. It creates in people and becomes the pioneer and driver of this transformation in the organization, and by creating a suitable culture, it paves the way for digital transformation. All of these factors are fruitful along with people and their skills; Therefore, an organization that is equipped with all these soft components can claim success in the field of digital transformation.