Digital transformation is frequently presented as a technological challenge. Yet, organizations are not transformed by technology alone, but by the people who collectively interpret, adapt, and integrate digital technologies into their everyday work practices. This book argues that understanding digital transformation therefore requires moving beyond technology-deterministic and higher organization-level perspectives toward a human-centred view of change. Drawing on Humanistic Management, the Viable Systems Approach, and the Social Constructivism of Technology, the book develops the concept of Communal Constructivism of Technology, a theoretical framework that explains how technological meaning is collectively constructed within firms. By emphasizing knowledge sharing, trust, participation, and collaboration, it offers a dynamic understanding of how digital technologies become legitimate, meaningful, and actionable. Addressed to scholars, students, and practitioners, this book provides both theoretical insights and practical guidance for designing digital transformation strategies in which technological innovation and human development evolve together as complementary dimensions. Riccardo Rialti is a Senior Assistant Professor of Marketing Management at the University of Siena. He is also an Adjunct Professor of Marketing at the Istituto Europeo di Design & IED.

Previously, he has worked for the University of Florence and University of Milan. His research typically adopts qualitative methodologies to explore the human factor in digital environments. He has published widely in books and journals and serves on several journal editorial boards.