This study examines whether crises act as catalysts for sustainable digital transformation in Montenegrin small and medium-sized enterprises (SMEs) and identifies the organizational and HR barriers that mediate change. Using a quantitative online survey conducted August 2023–January 2024 with 209 firms (response rate 24.7%), descriptive statistics and chi-square tests assess adoption patterns across marketing, advanced digital tools, platforms, and employee attitudes. Findings show substantial digital presence (≈95% maintain a website or social profile), 37% report full adoption of digital marketing, and 48% use generative AI (ChatGPT), yet over half lack familiarity with other advanced technologies. Primary obstacles are time constraints, organizational and individual resistance, and limited institutional support; substantive transformation frequently occurs reactively during crises rather than through proactive capability development. The findings suggest that technology adoption alone does not ensure sustained value creation. Effective digital transformation requires complementary investments in leadership, HR practices, employee training, and governance. The study is limited by its convenience sample and single-country focus; future research should adopt longitudinal and multivariate designs.
