Evaluation of organizational culture in companies for fostering a digital innovation using q-rung picture fuzzy based decision-making model

Developing a comprehensive data-driven strategy for evaluating the organisational culture in companies to foster digital innovation involves a multi-criteria decision-making (MCDM) problem. This needs to consider various organisational culture characteristics that influence digital innovation success, assign significance weights to each characteristic, and recognise that distinct organisational cultures may excel in different aspects necessitates the proper handling of data variations. Hence, to provide organisations seeking to align cultural practises with digital innovation objectives with valuable insights, this study aims to develop an MCDM model for evaluating and benchmarking organisational culture in companies to foster digital innovation. The benchmarking decision matrix is formulated based on the intersection of evaluation characteristics and a list of organisational culture aspects in companies. The MCDM model is developed in two phases. Firstly, a new weighting model, q-rung picture fuzzy-weighted zero-inconsistency (q-RPFWZIC), is formulated for assessing the evaluation characteristics under the q-rung picture fuzzy sets environment. Secondly, the simple additive weighting (SAW) model is formulated for benchmarking the organisational culture in companies using the extracted weights of the evaluation characteristics. The results indicate that characteristic C6 (corporate entrepreneurship) has the highest weight, with a value of 0.161, while characteristic C3 (employee participation, agility and organizational structures) and C7 (digital awareness and necessity of innovations) has the lowest weight of 0.088. Company A2 secures the top rank with a score of 0.911, satisfying eight evaluation characteristics, whereas company A7 holds the last rank order, satisfying only one evaluation characteristic, obtaining a score of 0.101. In model evaluation, several scenarios were considered in a sensitivity analysis test based on a 100% increment in weight values for each characteristic to validate the reliability of the model results.