NEW APPROACHES IN HRM

50 and relevant, even personalized customer service, and potentially more transparency in conducting processes; (3) use digital technologies for integrated business management (SAP, Oracle), by this organizations are becoming „ seriously digital “ . When almost all business processes are included by one unique system, it opens different opportunities for improvement of business models supported by technology. Nevertheless, it does not mean that it will bring more success to organization by default. Some authors claim that companies could suffer from ill steered digital transformation (Kolokytha, et al., 2018). It opens a question of optimal level of digitalization that responds to the companies’ characteristics (Grover & Kohli, 2013). In order to take into a consideration companies particularities, one important parameter of digitalization is imposing. Researchers showed that not all digitalization processes are successful, and that almost 70% of all digital initiatives do not reach their goals (Kane, 2015). The success depends mainly on (4) well-defined digital transformation strategy (Matt, at. al, 2015) and its implementation. Connected with the topic of strategy, the success is based on (5) presence of internal or external experts for digital transformation , specially trained professionals who are in charge of digital transformation and operate as its catalyst . Basically, strategy means nothing if it does not have agents to strive toward its implementation. Hess claims that the „ success of the strategy implementations depends on two factors: top management support and the commitment of the necessary people to the strategy ” (Hess, et al., 2016, 134). It is widely accepted that establishing a position of the expert for digital transformation is of the key importance during the process (Singh & Hess, 2017). It seems that it postulates the new function in organization - Chief Digital Officer whose role is to engage in strategic and communication aspect of implementation by „ countering cultural resistance in their companies as spokespersons and leaders ” (Horlacher, Hess, 2016). Implementation process needs financial support and the amount of money invested into a digitalization is proportional to the importance that organization assigns to the process. It means that one important indicator of the evolving process of digital transformation refers to the (6) budget that organization invests into a digital technology and its implementation agencies .