Resistance to Digital Transformation on the Example of an International FMCG Company

This paper explores the reasons for resistance to digital transformation projects in FMCG companies. The purpose of the work is to develop recommendations for mitigating resistance. Within the framework of the study, an in-depth analysis of existing theoretical approaches was carried out, several cases of the implementation of such projects were studied, and a quantitative analysis was carried out based on a sample of more than 60 respondents working in the FMCG sector. It was found that employees are prone to resistance in the absence of trust in the company's management and the project as a whole. At the same time, the fear of losing a job reduces the willingness to get involved in digitalization projects for people with higher education, while for people without it, maintaining employment is not decisive. It was also revealed that employees of FMCG companies are unwilling to overwork and disrupt the work-life balance, regardless of their attitude to digitalization. Finally, it turned out that employees working remotely are less likely to resist digital transformation projects. Based on the results obtained, recommendations were formulated both for FMCG companies in general and for the specific case considered in the paper.