Analyzing external and internal opportunities on digital transformation through the mediation of strategic cognition and entrepreneurial moderation
Subject Areas : business management
Ahmad sangdehi
1
,
Soheila Shamsadini
2
*
1 - Department of Business Management ,ST.C.,Islamic Azad University, Tehran, Iran
2 - Department of Business Management ,ST.C.,Islamic Azad University, Tehran, Iran
Keywords: External opportunity, internal opportunity, digital transformation, strategic cognition, entrepreneurship,
Abstract :
The emergence of new technologies in the digital age has transformed today's business environment and brought an opportunity for innovation. Therefore, organizations are required to keep pace with these changes in order to maintain their survival. The pressure of industries towards digital transformation is based on the belief that new technologies have great potential to drive innovation and create competitive advantage. In general, the implementation of new digital technologies stimulates the development and acquisition of new skills, competencies, and knowledge, all of which are relevant factors in the innovative activities of companies. The digitalization platform, by changing the strategic context, competitive structure, and behavior of the company, is a factor for exploiting opportunities and competitiveness of companies. Therefore, the purpose of the present study is to examine the impact of external and internal opportunities on digital transformation through the mediation of strategic cognition and entrepreneurial moderation (the case study is the oil and gas industry). The present study is a descriptive-survey research, applied in terms of purpose. The statistical population studied was the oil and gas industry and companies active in this field, specifically MAPNA Company, with 1956 members. The sample was selected based on the Cochran formula of 322 people. To collect data on internal opportunities, digital transformation, strategic cognition, and entrepreneurship, the standard questionnaire of Radicis and Petkovic (2023) with 32 questions was used, and for external opportunities, the questionnaire of Cornwall and Perlman (1990) with 16 questions was used. Data analysis was carried out in two parts: descriptive statistics and inferential statistics, and the structural equation modeling (SEM) method and SmartPLS software were used. The results showed that all hypotheses were confirmed, and external and internal opportunities have a significant positive effect on digital transformation through the mediation of strategic cognition and the moderation of entrepreneurship.