## 1 Introduction  
The intensive changes in the business context that have occurred over the past decade have had a tremendously profound effect on business operations. The strategic response to these challenges has included both the adoption of disruptive technology and the transformation of the business model into one that is more responsive to the new reality. Frequently, digital transformation is regarded solely from the perspective of the increased use of digital technology, while the soft factor is neglected. Despite the fact that digitalization enables the substitution of human work, it continues to involve the people who bring about change and without whom the digitalization process itself would not be possible. Therefore, companies should have a clear vision of the changes and the application of available technological solutions in the implementation of a strategy supported by a new business model. The changing era has an effect on business, but it has also altered the characteristics of citizens, which should contribute to the implementation of the strategy. Due to the increase in the number of youth digital citizens [1], digital citizens not only implies access to online sources, but also encompasses the entire spectrum of digital elements, including responsibility [2], rights, safety and security [3; 4], literacy [5], and collaboration [6]. The concept of digital citizenship is related to the development of critical thinking, responsible behavior [7], and the acquisition of new knowledge and skills that will contribute to better inclusion in the digital world. The changes in professional life, as well as the introduction of digital media, imply the development of appropriate skills that will enable the implementation of contemporary technological solutions [8]. The previous findings indicate that companies have experienced problems with the development of a digital culture and the acquisition of new skills that inevitably affect the installation of contemporary technologies [9]. Doing business in the age of information abundance highlights the importance of developing information management skills, since information literacy will be one of the indicators of success in the information technology environment, enabling individuals to be more productive but also more flexible to changes [10]. For instance, companies in different industries have to respond to consumer expectations regarding their security and data privacy. The ability to manage and secure consumer data is a challenge in this increasingly digital world [11]. In addition, one of the barriers to the implementation of digital transformation strategy concerns the lack of technical standards, which is particularly prevalent in manufacturing firms [12]. With respect to all these challenges, companies have to act as responsible entities and to respect established rules and norms need to be followed for sustainable business in the digital era [13]. One of the key challenges caused by entering the digital era is related to new opportunities for a company's collaboration with other actors in the digital world [6]. In addition, changes in the digital environment imply reduced time for strategic planning, a perception of the need for continuous change, decentralized management, the establishment of a culture of change and learning, massive training, etc. As a consequence of the presented changes, the company has the task of leveraging its strategy and culture in order to exploit the potential of digital transformation. Goals of digital transformation can be set as follows: understanding the changes in customer experience, increasing efficiency and innovative potential, and improving problem-solving and decision-making processes, with a special focus on response time. One of the benefits of using digital technologies is the capacity of people to work at different levels in different functional areas; for instance, using the opportunities for distance work at the employees' home and decision making on the basis of a real customer relationship [11].