ESC

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JCR Category: Business in ESCI edition

Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2025) 1.5 Q3
Journal Citation IndicatorTM (2025) 0.25 Q4
Received: 2025-05-15  |  Accepted: 2025-11-27  |  Published: 2026-03-30

Title

Developing strategies for digital human resource management in business organizations


Abstract

The present research is dedicated to the good practices of using artificial intelligence (AI) in the overall process of digitalization of higher education. The major objective is to identify good practices used so far by the universities in implementation of AI tech-nologies in their everyday life for educational and administrative needs. At the same time, our additional goal is to understand the expectation of students for further implementation of AI in universities. We developed our research in 2 main stages: first one – collection and identification of good practices of universities with AI and digitalization and second one – dedicated to students’ expectations. We conducted 25 interviews with representatives of 18 Bulgarian universities, responsible for digitalization. Second one was to provide survey among students (n=254). Our findings reveal that digitalization is defined as one of the leading priori-ties for universities; the major part of universities have specific strategic document devoted to digitalization. Several challenges are outlined for the smooth digitalization: lack of sufficient resources (including financial, administrative capacity etc.); unwell prepared infrastructure (including lack of common vision for the different systems used so far within the university); emergence of various types of resistance (both in academic and administrative staff) etc. Big advantage for universities using AI is seen in improved quality of the educational process (including introduction of new educational perspectives trough new technologies), improved administrative service, improved public image which is considered to reflect to increased number of potential candi-dates.


Keywords

digitalization, Human Resource Management (HRM), digital transformation, digital competences, change management, Artificial Intelligence (AI)


JEL classifications

M12 , M15 , O33 , J24


URI

http://jssidoi.org/jesi/article/1416


DOI


Pages

435-456


Funding

The present article is published with the financial support of the University of National and World Economy in Bulgaria under the university research project No. NID NI-10/2023

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Angelova, Miglena
University of National and World Economy, Sofia, Bulgaria https://www.unwe.bg
Articles by this author in: CrossRef |  Google Scholar

Stoyanova, Tsvetana
University of National and World Economy, Sofia, Bulgaria https://www.unwe.bg
Articles by this author in: CrossRef |  Google Scholar

Stoyanov, Philip
University of National and World Economy, Sofia, Bulgaria https://www.unwe.bg
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

13


Number

3


Issue date

March 2026


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 683  |  PDF downloads: 557

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