CONDUCTING BUSINESS IN DIGITAL ERA - SMALL TOWN STUDY

Because of the ways in which digital technologies are altering company models, procedures, and even the norms of the corporate world, they are causing significant disruption across many sectors (Rogers, 2016). For example, the newspaper industry has shifted from print to digital, the music industry has shifted from CDs to streaming, and the retail industry has shifted from stores to online marketplaces. Many businesses across sectors have trouble transitioning into the digital age, despite compelling reasons to do so (Fitzgerald, Kruschwitz, Bonnet, & Welch, 2014). These include the opportunities to save costs, boost efficiency, and boost customer relationships and happiness. The term "digitalization" is often used to describe the process by which digital technologies are incorporated into daily life and anything that may be digitised is converted to a digital format (Croon Fors, 2013). Over the years, digitalization has been called a "driving force" (Vogelsang, 2010) that is transforming every aspect of society, from business to personal lif