This thesis aims to investigate the major consequences Information and Technology have caused to Work since the relationship among these factors remains poorly understood. Artificial Intelligence (AI), enabled by Machine Learning (ML) and Big Data have entered dynamically the workplaces. The digital transformation of modern organizations is of strategic importance and inevitably shapes the future of work as we know it impacting on various dimensions, such as deskilling, emergence of new skills, new forms of organizing and strategizing, such as crowdsourcing. The research involves the use of qualitative methods: the data collection includes interviews data, as well as document analysis. The data analysis explores the research question.

The Swedish banking industry has long been at the forefront when it comes to digital leadership. Currently, this industry is starting to fall behind other industries, and a closer look at the industry reveals that niche banks are having less trouble with adapting new technologies than bigger banks. There are a lot of studies on specific digitalisation areas within banking but nothing comprehensive about the strategies required for digital transformation within the banking industry. As the research area is new, there is little previous research on digital transformation by today’s standards. Therefore, the centralquestion in this thesis is “What do respondents in the Swedish banking industry think that the most important factors of digitalisation for customer experience are and what the consequences of digitalisation might be?” to find out what affects the digital strategies of a sample of Swedish banks. To answer the research question, semi-structured interviews with relevant profiles in the banking industry dealing with digitalisation and strategy at a management level were conducted. The interviews were conducted with five respondents from four different banks. In combination of this research method, the research strategy Case Study was implemented. The results revealed that digitalisation is in high focus amongst all the responding banks, for various reasons. The reasons can be seen as roughly divided into two categories, internal reasons and external reasons. The internal reasons have to do with streamlining current internal processes and creating more available resources for other projects. The external reasons were all towards improving customer experience. To improve customer experience, personalisation of the digital products and services is a key factor. However, personalisation is not without risk, as it may fail to be personalised enough for the banks’ customers if the personalisation is attempted towards a too wide customer segment. Some of the banks are operating 100% digitally, meaning that they do not have any physical bank offices for customers to visit, and thus all their work then becomes in one way or another digital work. The banking and finance industry is continually changing, and legal factors play a significant role. Not only do these legal factors affect how banks work internally, they also affect the competitiveness of the various actors and with it, how much digitalisation can affect. The thesis concludes that digital transformation is heavily influencing the strategies of banks in the Swedish banking industry through customer needs, competition and legal factors. / Den svenska banksektorn har länge varit i framkant när det kommer till digitala ledarskap. Dock, så har denna sektor för närvarande börjat halka efter andra branscher, och en närmare titt på branschen visar att nischbanker har mindre utmaningar när det kommer till att anpassa efter ny teknologi än större banker. Det finns många studier om särskilda digitaliseringsområden inom banksektorn men inget omfattande om de strategier som krävs för digital transformation inom banksektorn. Eftersom att forskningsområdet är nytt, så finns det mindre tidigare forskning på digital transformation i dagens benämning. Därför är den centrala frågan i denna avhandling “Vad anser respondenter i den svenska banksektorn att deviktigaste faktorerna för digitalisering för kundupplevelse är och vilka konsekvenserna avdigitalisering kan vara?” för att ta reda på vad som påverkar digitala strategier hos ett urval av svenska banker. För att besvara forskningsfrågan, genomfördes semistrukturerade intervjuer med relevanta profiler inom banksektorn som arbetar med digitalisering och strategi på en ledningsnivå. Intervjuerna var utförda med fem respondenter från fyra olika banker. I kombination med denna forskningsmetod, implementerades forskningsstrategin Fallstudie. Resultaten visade att digitalisering är i fokus bland de responderande bankerna, av olika skäl. Skälen kan ses som grovt indelat i två kategorier, interna skäl och externa skäl. De interna skälen har att göra med att effektivisera nuvarande interna processer och skapa mer tillgängliga resurser för andra projekt. De externa skälen var alla mot kunden, för att i ett eller annat sätt förbättra kundupplevelsen. För att förbättra kundupplevelsen så ligger fokus på personalisering av de digitala produkterna och tjänsterna. Dock har personalisering sina risker. Det kan misslyckas om organisationen försöker personalisera mot en större kundgrupp och därmed inte nå upp den nivå av personalisering som krävs av de olika kundsegmenten. Vissa banker bedrivs 100% digitalt, vilket innebär att de inte har några fysiska bankkontor för kunder att besöka, och därmed är deras arbete på ett sätt eller ett annat sätt digitalt arbete. Bank och finansbranschen förändras ständigt, och juridiska faktorer spelar en betydande roll i denna kontinuerliga förändring. Inte nog med att de juridiska faktorerna påverkar hur banker fungerar internt, så påverkar de även konkurrenskraften hos de olika aktörerna och med det, hur mycket digitaliseringen kan påverka. Studiens slutsats är att digital transformation påverkar kraftigt strategierna hos banker i Sverige genom kundbehov, konkurrens och juridiska faktorer.

Today, the existence of many organizations are being threatened by a rapidly changing digital environment. To survive and stay competitive on the market organizations must adjust and become digital transformed. For all who succeed, the digital transformation can bring several competitive advantages, but many organizations fall short on the way. Scholars have investigated some critical organizational factors such as digital strategies and maturity models, but still many organizations are struggling hard to navigate through the process. This thesis aim at investigating the role of psychological and behavioral aspects in conjunction with the challenges which occur during the process. By interviewing business executives and employees from different industries whose company is undergoing a digital transformation, we identified a number of critical behavioral aspects. The contributions of this study are two-fold; first, it gives valuable insights for researchers, and we argue that elements such as motivation, insecurity, patience, and confirmation of others have a significant impact on the organization's digital transformation. We also identify vital choices that organizations have to make during the transformation process. Second, the study provides practitioners with a conceptual framework on how to overcome the barriers with the help of nudging.

Background: Due to arising shifts in customers’ digital expectations, businesses need to adapt current strategies to dynamic environments in order to stay competitive in today’s digital era. These shifts, which are to set new directions for entire industries, is also known as a digital transformation. To digitally transform a firm entails both opportunities to thrive and challenges to face. The technological advances create a need for new roles and skills to be mastered. In addition, the rise of the sharing economy has led to the need for certain industries to adapt accordingly, including the car rental industry. Purpose: The purpose of this thesis is to contribute to the identification of necessary internal and external factors that firms need to consider in order to digitally transform their services. Further, this study aims to provide guidelines for firms aspiring to transform their service to become a MSP. Methodology: This study has adopted a qualitative research strategy and the design of a single case study of a car rental company. In order to collect empirical data, semi- structured interviews were conducted within related fields. Conclusion: The authors of this study have identified prominent internal and external factors within the fields of digital transformation and MaaS. In addition, the authors have come to the conclusion that the identified factors possess different levels of impact within each perspective, which is illustrated through a constructed analysis model. To conclude, this study has contributed with guidelines regarding possible strategies a traditional car rental company could implement in order to transform its business to become a MSP.

Business Intelligence plays the crucial role in the question of serching for the truth in organizations. Trend of data growing defines the importance of analytical tools for organizations. Innovation is perceived as the only driver which leads to higher living standards in a society in the longterm run (according to the World Economic Forum). This thesis joins two areas: innovation and analytical field of business informatics (Business Intelligence, Big Data). The main goal of this thesis is to identify innovation trends of Business Intelligence and Big Data and to classify them using the Design-driven Innovation model. The thesis also provides a broad perspective of the innovation process in organizations and reveals the mutuality of innovation process, productivity and competitiveness.

Studien undersöker utmaningar inom arbetsteam efter en övergång till virtuella arbetsteam inom mediebranschen. Vidare undersöker studien vilka effekter en omställning till virtuella team kan få på arbetsprocesser, arbetsteam och anställda. Studien syftar till att öka förståelsen för hur en övergång från traditionella arbetssätt till virtuella arbetssätt inom mediebranschen påverkar arbetsprocesser samt anställda inom dessa arbetsteam. Studien har genomförts med en induktiv ansats med utgångspunkt i kvalitativa intervjuer. Det empiriska materialet för studien utgörs av tio kvalitativa semistrukturerade intervjuer med medarbetare från fyra svenska företag verksamma inom mediebranschen. Respondenterna arbetar som grafisk designer, produktionsledare, web content producer, user experience designer, service designer samt kundansvarig. Resultatet visar att övergången till digitala arbetssätt och virtuella team i varierande grad påverkat arbetsprocesser, arbetsteam samt individer verksamma inom dessa. Mer specifikt visar resultatet att effekter och utmaningar av varierande grad återfanns inom kommunikation, samarbete i arbetsprocesser samt effektiviteten i arbetsprocessen. Resultatet visar också att den virtuella arbetsmiljön påverkat gränserna mellan det professionella och det privata livet, arbetsmotivation samt psykosociala aspekter.

The entry of information technology into our homes and workplaces has changed our way of life. Technologies such as the Internet of Things and Artificial Intelligence are increasingly being used by companies today as means to create new smart services. Digital transformation is happening here and now across many industries. A digital transformation involves a major change in the company and its business model with the aim of creating value. Due to the extensive nature of the digital transformation, there are good incentives to thoroughly investigate existing barriers before a change work can begin. Many studies have been conducted aimed at examining barriers to digital development in, for example, the production industry, but few studies have been conducted aimed at examining barriers within the service sector. This study aims to investigate the barriers that can hamper a digital transformation of an insurance company. In order to answer this research question, a case study was conducted with five semi-structured interviews with informants at an insurance company. The results show that several different barriers exist, most of which can be linked to technical, environmental, organizational and cultural barriers.

El turismo global ha retrocedido 30 años por causa de los efectos del Covid19, por lo que se encuentra en un contexto de incertidumbre. Este sector es fundamental por los millones de dólares que aporta al PBI mundial, así que se debe incentivar su activación con experiencias de viaje sostenible y responsables. Por lo tanto, se encuentra oportuno resaltar cómo la gamificación interviene favorablemente para la mejora de la experiencia del turista y la promoción del turismo responsable. La gamificación es hacer uso de diseños de elementos de juegos en un contexto de no juego. Esto implica generar un ecosistema de competencia, diversión, participación de varios actores, entre otros elementos. Las investigaciones científicas sobre la intervención de la gamificación en el turismo han ido en aumento. Sin embargo, no hay una sistematización cualitativa que las conecte para tener claridad de cómo se está aplicando la gamificación en el sector turístico, y, finalmente, comunique sus ventajas o desventajas al ser aplicada. Esta investigación usa la metodología de revisión de literatura con un enfoque integrador, en base a fuentes de alta confiabilidad. Con la investigación se concluye que la gamificación es actualmente un elemento clave para el desarrollo de una mejora de la experiencia del usuario en el destino turístico y para la mejora de los procesos dentro de la empresa turística. / The tourism has regressed 30 years since the effects caused by the Covid19, therefore it’s phasing an uncertainty context. This industry is fundamental because the billions of dollars that it gives to the worldwide GNP, so it’s a must to incentive the activation with sustainable and responsible travel experiences. That’s the reason why it’s opportune to highlight the intervention of the gamification in improving the tourist experience and the promotion of a responsible tourism. Gamification is to use elements of games in a context of no games. This implies to generate a challenging, fun, and participative ecosystem with the participation of various stakeholders between other elements. The amount of scientist’s research about the gamification intervention in the tourism industry have been increasing. However, there is not a qualitative systematization that connect the tourism and the gamification to show clearly how are the applications of it in the industry and, finally, could communicate its advantages or disadvantages when it’s applied. This research uses the literature review with integrative focus based in high trustable documents. With this paper we can conclude that the gamification is now a days a key element to develop an improvement in the user experience of travelers when visiting a touristic destiny and to enhance the processes in touristic businesses. / Trabajo de investigación

The diploma thesis focuses on the study of product innovation in a selected Czech company operating on foreign markets. It gradually analyses innovation in the different areas that affect it. The thesis contains an analysis of external and internal factors influencing this product innovation. In the last part of the thesis, there is a proposal for further progress in development and improvement of innovation.

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