Providing a model for aligning organizational strategies with digital developments in the petrochemical industry

Subject Areas : Jounal of Marketing Management

abdolasoul galegirizadeh ¹ , mohammadali keramati ^{2 *} , Safiyeh Mehrinejhad ³ , Hossein Moeinzad ⁴

1 - Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Financial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2024-04-29 Accepted : 2024-08-14 Published : 2025-02-01

Keywords: Alignment of organizational strategies, digital transformations, petrochemical industry, digital marketing.‏ ,

Abstract :

The current research was conducted with the aim of analyzing the indicators of the alignment model of organizational strategies in order to create a suitable platform for digital marketing with digital developments in the petrochemical industry. The participants of this research were managers of the petrochemical industry with a teaching experience of at least 15 years and had a master's degree or higher. The selection of people was done by purposive sampling with the criterion of teaching experience in the primary education period. Sampling was done with the participation of 15 experts. The data collection tool consisted of two parts, 1- examination and exploration of upstream documents, petrochemical industry documents in the library section, 2- semi-structured interview in the field section, where the semi-structured interview with the participants continued until the theoretical saturation stage. To analyze the qualitative data, the theme analysis method based on the Atreide-Sterling model was used. In order to ensure validity, the interview questions were approved by 3 experienced management and planning experts of the petrochemical industry, 1 of whom had a master's degree and 2 had a doctorate. And in order to measure reliability, Krippendorf's alpha coefficient was used, which was confirmed. ATLASTI software is used in the theme analysis. The results of the factor analysis show that among the 136 indicators (items) available, 20 basic themes can be identified and 5 categories of constructive themes have been obtained. In the identified model, 5 constructive themes were identified: the requirements for realizing strategic alignment, industrial and operational obstacles and challenges, the state of digital transformations, focus on strategy implementation and all-round productivity. Aligning organizational strategies with digital transformations in the petrochemical industry requires fulfilling the requirements of achieving strategic alignment. In this model, 20 primary themes were identified. These themes are: infrastructure, market, governance factors, financing, expertise and knowledge, laws and regulations, executive, economic conditions, social and cultural conditions, political conditions, technological and specialized limitations, characteristics and potential of the new generation, public environment. , industry environment, positioning, executive requirements, financial and economic dimensions, business development and developmental role and improving the quality of life.

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