Design and Product Development

A Conceptual Model of Organizational Culture for Successful Digital Product Development

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Abstract

As the apparel industry undergoes rapid digital transformation, organizational success depends not only on technological investment but also on the cultural conditions that support digital adoption. Organizational culture is a key contributor to this success. This conceptual paper identifies four cultural pillars—structure, strategy, innovation management, and collaboration—that enable effective digital product development. The proposed framework suggests that decentralization, long-term strategic orientation, and acceptance of uncertainty collectively foster strong cross-functional collaboration, which in turn enhances digital integration. Collaboration emerges as the most essential pillar, as it facilitates knowledge flow across teams and reinforces all other pillars. Together, these cultural elements inform how organizations can effectively embed digital processes into their workflows to remain competitive in an increasingly digital industry.

Keywords: product development, digital transformation, organizational culture

How to Cite:

Sidberry, P., Wu, J. & Chattaraman, V., (2025) “A Conceptual Model of Organizational Culture for Successful Digital Product Development”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21902