Designing a conceptual model of a digital transformation strategy with a blended approach for manufacturing organizations
Subject Areas : Production Management
Reza Sabouri
1
,
Nasser Fegh-hi Farahmand
2
*
,
ُSoleyman Iranzadeh
3
1 -
2 - Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 - Professor of Industrial Management Department of Islamic Azad University, Tabriz branch/Responsible director and editor of productivity management magazine, Islamic Azad University, Tabriz branch
Keywords: Digital transformation, Drivers of digital transformation, Manufacturing organizations,
Abstract :
Digital transformation leverages technologies to drive digital innovation. In response to the recent wave that started with digital transformation, many organizations are engaged in designing digital strategies for digital transformation. However, many organizations fail to effectively implement their digital business strategy. Accordingly, the aim of this research was to design a conceptual model of digital transformation strategy with a mixed approach for manufacturing organizations. The research method was mixed exploratory. In the qualitative section, using theme analysis, the components of the digital transformation strategy in manufacturing organizations have been identified. The tool of data collection in this section was interview. Sampling was done by theoretical saturation and fourteen people participated in the interviews. In the quantitative part, using confirmatory factor analysis and structural-interpretive modeling, the conceptual model of digital transformation strategy in manufacturing organizations has been designed. The data collection in the quantitative part was done based on two questionnaires, which were distributed among the members of the statistical sample after checking and verifying the validity and reliability. The statistical population in the model validation section was all managers of manufacturing companies in East Azarbaijan province with a sample of 330 people. The research findings in the qualitative part showed seven main themes and thirty-nine sub-themes. In the quantitative part, the results of the interpretive structural modeling show that the conceptual model of the digital transformation strategy in the production organizations of East Azarbaijan Province is placed in six levels.
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