Born Digital Businesses: How smart organization can help companies thrive in the digital age and unlocking growth potential

This paper is an empirical research on the organization and structure of born-digital companies. With the dynamics of the digital transformation, that has profoundly changed the world of work and the strategies adopted to achieve the main goal of a business, and the pandemic that has led to a renewed importance of adopting digital strategies, born-digital companies have found flourishing ground both to proliferate in number and to develop pre-existing ones. The focus of the research, however, will be on the organization and design of these types of businesses to understand how this can vary and develop in a way that makes the business resilient and especially responsive in the face of frequent changes and crises. For this purpose, a case will be analyzed of a business whose main characteristic is that it started only as an e-commerce in an industry, home and living sector, in which the presence of a physical store and the object of desire has always been an important prerequisite.