Digital transformation is inevitable in today's business world. Applying digital technologies in business processes creates innovative value propositions but causes substantial changes to the organization. The main objective of our research is to understand how technology and change management affect value proposition innovation of organizations. This article introduced a model that explains value proposition innovation in Iranian companies considering three essential factors of technology, change management, and environment (industry pressure and government regulation). We evaluated our model based on the data gathered by 220 organizational leaders from different Iranian organizations, and statistically validated our model. The results showed that technology and change management significantly impact value proposition innovation. Additionally, environment has a substantial effect on change management and technology.

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Change management,digital transformation,environmental pressure,technology adoption,value proposition innovation

• Ciências da Computação e da Informação - Ciências Naturais
• Economia e Gestão - Ciências Sociais