Rome Business School in collaboration with GreatPixel
Culture at the Core of Digital Transformation
A business dialogue on the impact of corporate culture
in digital transformation journeys
“Culture eats strategy at breakfast”: how many times have we heard this phrase?
A mantra that continues to be true—indeed, truer than ever. At least according to data and statistics, including those from a recent MIT study (source), which found that today 95% of digital transformation projects involving generative artificial intelligence fail.
This happens because there is a lack of underlying strategy, but even more so because of the absence of an organizational culture fertile enough to embrace innovation with authenticity and curiosity.
And culture, in turn, does not “happen” overnight; it must be nurtured, communicated, cultivated, and allowed to flourish.
The real obstacle, therefore, almost never lies in technology itself, but rather in the absence (or weakness) of an organizational culture capable of embracing innovation with openness and consistency. Culture does not emerge from an internal memo or a purpose statement: it requires time, coherence, and daily practices that anchor it firmly within the organization.
The organizational and managerial challenges on the horizon are many—and not easy:
When do a company’s DNA, purpose, and culture enable digital transformation and change management projects?
And when, instead, do they become blocking factors and/or cultural barriers?
When does corporate culture become an ally of change, and when does it stand in its way?
How can corporate culture be strengthened day by day, and what is the role of internal and external communication in doing so?
If we use the metaphor of the organization as a living organism, what role do the people within it play, and how can that role be reinforced or made even more central?
How can we cultivate, day by day, a culture that is ready to embrace innovation?
In the era of artificial intelligence, can company purpose still make a difference, or is it reduced to a simple slogan for corporate plenaries?
Rome Business School and GreatPixel are promoting a first business dialogue that places the human factor at the heart of technological and digital transformations, engaging leaders and managers from companies that are redefining the balance between organizational culture and technological innovation.
The business dialogue will open with a reading by Giuseppe Stigliano, Advisory Council Member at Harvard Business Review and Marketing & Leadership Professor at UCL School of Management.
Speakers will include:
Alessandra Cappello – Head of Internal Communication & Digital Workplace, Gruppo Unipol
Esther Intile – Team Reference Leader for Product & Services Content Transformation, Enel Group
Valentina Moro – Head of Communications Italy, Merck Group
Mirco Cervi – Group Chief Digital Officer, Dexelance
The conversation and interaction with the audience will be facilitated by Massimo Scarcello, Associate Dean at Rome Business School, and Alberto Maestri, Co-CEO of GreatPixel.
The event will take place at the Rome Business School campus on October 9, 2025, from 2:30 pm to 5:00 pm.
The event is free to attend upon registration and is mainly (but not exclusively) aimed at executive students, managers and decision-makers, professors, and experts in corporate culture, brand purpose, corporate communication, people management, and digital transformation.
