Critical success factors in digital transformation projects in the brazilian automotive industry: a qualitative study

Objective of the study: To clarify the critical success factors in the management of digital transformation projects in the Brazilian automotive sector, given the challenges and changes imposed by the digital economy and national economic crises. Methodology: A qualitative study with analysis of semi -structured interviews of 12 executives from four major vehicle manufacturers in Brazil by using MAXQDA software for qualitative data analysis. Originality/relevance: This study addresses a gap in academic research focused on critical success factors for digital transformation projects, particularly in the context of the Brazilian automotive industry (BAI), in order to provide significant insights for future research and contribute to the scientific knowledge base on digital transformation. Main results: Identification of common critical success factors in the management of digital transformation projects in the BAI and proposal of a model enabling its implementation in future projects for increasing their chances of success in the current competitive market. Theoretical/methodological contributions: This study contributes to the specialized literature by integrating theory and practice on digital transformation, highlighting the importance of factors such as leadership, strategy, and organizational innovation, and providing a practical model based on the results obtained for application to future initiatives. Contributions to society: This study suggests a model for digital transformation in the BAI which can enhance the company's competitiveness and efficiency, while contributing to the economy's and society's sustainability by fostering innovation and creating specialized jobs.