Abstract
This case study examines the integration and the multifaceted role of
technology in the Digiturn workplace, a multinational high-tech startup
specialized in digital product development and online presence solutions
for small and medium-sized enterprises (SMEs). It discusses
characteristic of knowledge work in IT industry and in particular for
high-tech startups. The case highlights the tension between the need for
standardization to ensure efficiency and the desire for flexibility to
accommodate individual work styles and cultural differences. This case
study contributes to the literature on digital collaboration in
multicultural startup environments, offering insights into the
strategies for successfully managing at distance multicultural global
virtual teams in a way that respects cultural diversity and promotes
inclusive engagement. It also provides practical implications for
managers and HR professionals in similar contexts, emphasizing the role
of HR in guiding digital transformation and shaping company culture in
the digital age. The case be used to discuss implications of use of
digital technologies and AI in the workplace (eg trust, ethics or based
on Nordic Nine values).
| Original language | English |
|---|---|
| Publication date | 2024 |
| Place of Publication | Cranfield |
| Publisher | Case Centre |
| Number of pages | 10 |
| Publication status | Published - 2024 |