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Why relationships matter as much as technology

Date

An illustrated graphic of a business meeting. In a greyscale office, a red person holds up a sign that says 'digital transformation.' Behind the desk, someone gives a thumbs up.

Digital transformation is essential for organisations to stay competitive in an increasingly digital economy. However, digital transformation is not just a technical challenge—it is a relational one too.

Companies with a strong digital presence grow twice as fast, export twice as much, and create twice as many jobs as those without.

Despite these benefits, many small and medium enterprises (SMEs) lag behind larger firms in digital adoption. Why? Because digital transformation is not just about individual learning – it is about embedding that learning across the organisation to transform practices, processes, and ways of working.

Read the full research story

Impact

  • Support for SMEs: created a practical framework for approaching digital transformation with an attention to the quality of relations

Key information

  • Major funders: British Academy, the Leverhulme Trust
  • Disciplines: business
  • Investigators: Dr Mariana Estrada Robles, Dr Alex Kevill, Dr Selen Kars-Unluoglu (University of the West of England)

Keywords: : SMEs, digital transformation, building relationships, ADAPT model