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What is Humankind

Chapter 6
Challenges and Opportunities of Corporate Governance Transformation in the Digital Era
Humans collectively; the human race or species.
Published in Chapter:
The Cultural Clash: Traditional Automakers vs. Digital Companies – Can They Work Together? Transformation of Business Culture in the Digital Age
Mikhail Bakunin (Moscow State University, Russia) and Mikhail Y. Kuznetsov (Moscow State University, Russia)
Copyright: © 2020 |Pages: 13
DOI: 10.4018/978-1-7998-2011-6.ch006
Abstract
Until recently, traditional automakers and digital companies have been working separately at their own pace, preserving their cultures and ways of doing business and driving innovation. In the early 2010s, younger generations of customers were spoilt by seamless ecosystems in digital and started wondering why they are still operating knobs while seated behind steering wheel. From this point, the process of interpenetration of two industries started, provoking transformation and cultural shifts in the traditional automakers industry. How far will it go? What are the main challenges of this transformation? What forms and principles of corporate culture will appear and dominate in the industry in the future?
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