The survey found that while digital transformation is becoming more central to business strategies in Romania, many companies still lack confidence and knowledge about digitalization, and over half say digital business models have significantly changed their industries. Obstacles to further digitalization include a lack of digital consumers and the perception that challenges outweigh capabilities.

1. 1
The Barometer of digitalization
A survey on directors and managers' perception of
the impact of digitalization on companies in Romania
2018 edition – SELECTION

2. 2
TOP 5 CONCLUSIONS

3. 3
The main conclusions of the survey
Top 5 conclusions
of companies have not made
digital transformation the central
part of their business strategy.
in 2018, compared with 2017
46% vs. 60%
of companies have not given a
leader in the company's leadership
the responsibility for the digital
development of the business.
62% vs. 66%
of respondents say they did not
capitalize on digitalization to
have a competitive edge.
In 2018, compared with 2017
60% vs. 37%
of respondent companies
in 2018 compared with 2017,
say that the main obstacle to
digitalization is that they do not
have 'digital' consumers.
40% vs. 55%
Say that process simplification
is the benefit of integrating the
digital transformation process.,
in 2018, compared with 2017
50% vs. 46%
This survey carried out in partnership with Doingbusiness.ro probes the perceptions of managers and executives about the impact
of digitalization on Romanian companies. The questionnaire, which received 369 responses, was applied between, 15 March and 30
April, 2018. In this report we will refer to digitalization as the use of storage and processing technology, search and retrieval of
information between on- line users. We are presenting a selection of the comparative results in 2018 and 2017.
Strategy Leaders
Competitive
advantage Obstacles Benefits

4. 4
DEMOGRAPHICS

5. 5
Demographics1.
Capital type Company type
Total answers: 369
Skipped this question: 0
Total answers: 369
Skipped this question: 0
70%
74%
30%
26%
2017 2018
Foreign Romanian
0%
2%
7%
91%
2%
2%
4%
92%
Company onwed by an investment fund
Government entity/State enterprise
Company listed on the stock market
Private company
2018 2017

6. 6
Demographics2.
Industry/sector Turnover(2017)
30%
41%
12%
6%
11%
27%
41%
22%
5%
5%
< € 1 milion
€ 1-10 milions
€ 10-50 milions
€ 50-100 milions
> € 100 milions
2018 2017
Total answers: 369
Skipped this question: 0
Total answers: 369
Skipped this question: 0
7%
2%
4%
4%
4%
5%
5%
5%
7%
10%
12%
17%
18%
6%
4%
5%
9%
5%
5%
4%
3%
9%
8%
5%
20%
17%
Other services
Telecommunication
R&D/New technologies
Financial services
Transportation
Pharma industry/Healthcare
Advertising/Media
Power & Utilies
Information technology
Food industry/Agriculture
Construction/Real Estate
Retail & Wholesale
Industry/Production
2017 2018

7. 7
Demographics3.
Headquarter (county) Respondent job title
Total answers: 369
Skipped this question: 0
Total answers: 369
Skipped this question: 0
6%
2%
8%
11%
17%
26%
30%
7%
6%
6%
11%
10%
29%
31%
Other
Board member
Vice President/ Executive Director
Department manager
CFO/Treasurer/Controlor
Manager
CEO/President/General Director
2018 2017
13%
2%
2%
2%
2%
2%
3%
3%
3%
4%
4%
5%
6%
6%
9%
34%
Other
Arges
Dâmbovița
Iași
Neamț
Sibiu
Alba
Mureș
Timiș
Maramureș
Mureș
Prahova
Brașov
Cluj
Ilfov
București
2018

8. 8
SURVEY RESULTS

9. 9
Companies in Romania and the maturity of the digitalization process
Top 5 concluzii
Traditional Beginners
Advanced
Minimalist
Leaders
Definition: They have
inadequate technologies that
lead to a limited use of digital
data.
10% globally
23% in Romania
Definition: They have begun to
implement technologies (eg. cloud and
mobile) and/or develop a strategy for
digital transformation.
14% globally
37% in Romania
Definition: They have created an
adequate technological infrastructure,
have a strategic direction for digital
transformation and implemented some
digital solutions.
31% globally
24% in Romania
Definition: They have an adequate
technological infrastructure, a
digital transformation strategy and
digital technologies for the whole
company.
32% globally
9% in Romania
Definition: They have integrated
digital technologies across the entire
company and have achieved
substantial improvements as a result
of digital transformation.
13% globally
7% in Romania
Source: Forbes ‘How to win at digital transformation’, study Valoria

10. 10
CONFIDENCE IN DIGITAL
TRANSFORMATION

11. 11
Influence of digitalization. 47% of the companies in Romania, compared with 35% last year say
that digitalization has already had a big influence on their operations so far1
What was the influence of digitalization on your business so far? (single answer)
Digitization is a phenomenon that will leave no business model or industry untouched. Even if there are still voices still claiming that not all industries
will be impacted by digitization, technological advances in Big Data and cloud, artificial intelligence, robots and drone, Internet of Things (IoT) make
this scenario unlikely. In Romania, 47% of companies in 2018 compared to 35% a year ago, say that digitalisation has already had a big influence on
them and only 2%, compared to 7% in the previous study, say they had no influence.
7%
20%
38%
35%
2%
2%
11%
38%
47%
Don't know
No influence
Low influence
Moderate influence
High influence
2018 2017
Total answers: 327
Skipped this question: 42

12. 12
Confidence in the digital transformation process. 53% of companies vs 31% last year say they are
confident and have the necessary knowledge to implement digitalization2
Which of the following statements best describes your company's relationship with digitalization? (single answer)
In 2018, 53% of companies, compared to 31% in 2017, say they are confident about digitalisation because they have the knowledge to navigate the
process. On the other hand, 47% still have difficulties with the digital transformation. Of these, 28% are (somewhat) unconvinced to capitalize on this
trend. Only 1% of companies say they do not think digitalisation is good for the company.
Total answers: 327
Skipped this question: 42
3%
3%
2%
22%
15%
24%
31%
2%
2%
1%
1%
28%
13%
53%
No opinion
Don't know
We do not trust that digitalization is good for our business
We are distrustful and we believe that the challenges go beyond our
possibilities
We are somewhat confident that we will capitalize on this trend
We are confident, but we do not have the necessary knowledge
We are confident and have the necessary knowledge
2018 2017

13. 13
Digital business models. 25% of the companies say that digital business models have greatly
changed the industries they operate in.3
To what extent have digital business models changed your industry? (single answer)
Beyond the transformation of technology and processes, the most powerful transformation effect of digitalisation is the one at the level of the business
model. Thus, in 2018, 25% of Romanian companies, compared to 19% in 2017, believe that digital business models have greatly changed their
industries. Also, currently 33% of companies, up from 29% in 2017, believe that the industry in which they are operating has been greatly affected by
digital business models.
1%
4%
13%
34%
29%
19%
2%
3%
10%
26%
33%
25%
Don't know
No extent
Small extent
To some extent
Large extent
To a great extent
2018 2017
Total answers: 327
Skipped this question: 42

14. 14
Digital business models. 29% of the companies in Romania vs 21% last year expect that digital
business models will change to a great extent their industry in the next 1-3 years.4
How much do you expect digital business models to change your industry over the next 1-3 years? (single answer)
If in 2017 21% of companies expected digital business models to turn them over the next 1-3 years to a very large extent the industry in which they
operate, in 2018 their percentage has increased to 29%. Similarly, 39% in 2018 vs. 38% in 2017 companied say digital business models will greatly
transform the industry, and 23% 27% believe digital business models will only somewhat affect their industry in the next 1-3 years.
Total answers: 327
Skipped this question: 42
1%
4%
9%
27%
38%
21%
2%
1%
6%
23%
39%
29%
Don't know
Not at all
Small extent
To some extent
Large extent
To a great extent
2018 2017

15. 15
The threat of digital business models. The percentage of companies that do not consider digital
business models a threat decreases from 84% in 2017 to 72% in 20185
Do you consider digital business models a threat to your company? (single answer)
The percentage of Romanian companies that consider digital business models as a threat increases from 12% in 2017 to 21% in 2018. However,
given that 58% say digital business models have changed (to a very large extent) the industry they are part of, and 62% expect these new business
models to turn their industry over the next 1-3 years, we can conclude that digital transformation is perceived mainly as an opportunity.
12%
84%
4%
21%
72%
7%
Yes No Don't know
2017 2018
Total answers: 327
Skipped this question: 42
12%
9%
12%
86%
77%
82%
84%
14%
11%
9%
4%
No influence
Small influence
Moderate
influence
High influence
Yes No Don't know

16. 16
Digitalization as part of the business strategy. 54% of companies in 2018 vs 40% in 2017, have
made digitalization the central part of their business strategy.6
Are digital business tools, channels, and / or models the central component of your business strategy? (single answer)
Just over half of the companies (54%) have made digital transformation a central part of their business strategy. For the companies most influenced
by digitalisation, the percentage is 73%, but the percentage drops to 44% for moderately influenced ones and 22% for those least affected by
digitization. Conclusion - There is still much to be aware of and to do for active companies in Romania to benefit from digitalisation.
22%
44%
73%
86%
70%
48%
21%
14%
8%
8%
6%
No influence
Small influence
Moderate
influence
High influence
Yes No Don't know
Total answers: 327
Skipped this question: 42
40%
48%
12%
54%
38%
8%
Yes No Don't know
2017 2018

17. 17
THE SURVEYS
BY VALORIA

18. 18
Valoria surveys. Relevance and competence.
Business outlook in Romania for 2018
This analysis records the respondents' opinion on the
expected evolution of turnover, profit, investments, number of
employees, salaries in 2018.
DOWNLOAD DOWNLOAD
The Barometer of digitalization in Romania 2017
This study studies the perceptions of managers and
executives about the impact of digitalization on Romanian
companies.

19. 19
Valoria surveys. Relevance and competence.
Trends and challenges in HR 2017
This study examines the perceptions of top management
executives of companies and HR executives on the strategic
challenges facing HR.
DOWNLOAD DOWNLOAD
The Barometer of customer focus in Romania 2017
This study probes the perceptions of executives and
managers about customer focusing on the strategy and
processes of companies in Romania.

20. 20
Valoria surveys. Relevance and competence.
Social media marketing in Romania 2017
From this study, we find information about the most used
social media platforms, the proportion of companies that
have a social media promotion strategy, how long social
media companies use, how often, etc.
DOWNLOAD
The power of personal branding in Romania 2017
The study examines the perceptions of managers and
executives about the importance and benefits of personal
branding in the Romanian business environment.
DOWNLOAD

21. 21
Authors’ conclusions

22. 22
Elena Badea
Managing Partner
Valoria Business Solutions
elena.badea@valoria.ro
Authors’ conclusions
Constantin Măgdălina
Emerging Trends and
Technologies Expert
costin.magdalina@gmail.com
As technology advances, the implications for companies are all the
more obvious: start-ups with growing exponential growth become
global leaders, digital consumption reconfigures traditional consumer
approaches, a new type of employee appears, and the labor market
turns fast. The Barometer of Digitalization is the study showing the
transformative effect of digitization on companies in Romania.
Compared with the 2017 edition, this year's results indicate an
acceleration in the digitization process among Romanian companies.
Classification of companies based upon a maturity model, identifying
the obstacles they face, the digital products/services they plan to
adopt, and measuring the impact of digitalization on turnover, profit,
employee numbers or company value make The Barometer of
Digitalization a benchmarking study.
The Barometer of Digitalization is the only comparative study that
shows the evolution of digital transformation among Romanian
companies. Compared to 2017, this year's edition shows a concern to
increase the level of digitalization. The aggregate analysis and
interpretation of collected data is also supplemented by the analysis of
data relevant to 13 industries. In the over 80 pages of the report, the
most important aspects of digitalization are scanned for any company
leader who wants to find the level of digitalization of his industry and
draw conclusions with a diagnostic value related to the digitalization of
the company he is leading

23. 23
CONTACT DETAILS

24. 24
Contact details and acknowledgements
We would like to thank all the respondents for their support in conducting this survey.
We are delighted to see such a high interest in this topic and the prompt responses.
The present study was carried out with the support of Doingbusiness.ro team.
About Valoria
Valoria Business Solutions is a company providing training, consulting and executive coaching services. The company's mission is to transform
the potential of teams and organizations into value. Competence, confidence, innovation and passion are the values that sustain us in everything
we do. We believe in people, in their aspiration for personal and professional fulfillment, and their willingness to accelerate their potential. Learn
more about us at: www.valoria.ro.
The present slide-deck is a study/quantitative analysis which aims to highlight trends related to the topic and advance working hypotheses to be validated by further extended
market research, on representative samples. This material is accurate to the best of our knowledge at the time of writing. It has an informative purpose and therefore we
recommend professional advice before taking any action.
Dumitru Ion
Chief Executive Officer
Kompass Romania & Doingbusiness.ro
dumitruion@kompass.ro
Constantin Măgdălina
Emerging Trends and Technologies
Expert
costin.magdalina@gmail.com
Elena Badea
Managing Partner
Valoria Business Solutions
elena.badea@valoria.ro

25. 25
Valoria Business Solutions SRL
Training I Consulting I Coaching
Elena Badea, Managing Partner
Mobile: 0726 13 99 02
Email: elena.badea@valoria.ro
Web: www.valoria.ro