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Digital transformation poses numerous challenges for established companies that need to change their established processes and routines. To enable successful digital transformation, the organizational culture must be adapted to the new requirements of an increasingly digitized environment. To date, however, we know very little about what a digital organizational culture looks like and how it can be established in incumbent companies. To address this shortcoming, we conducted a multiple case study with seven cases in different industries. Our findings allow us to discuss the concept of "digital organizational culture" in detail and develop a model that provides actionable insights into how such a culture can be established. Finally, we highlight opportunities for future research.



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