نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 استادیار گروه استراتژی و سیاستگذاری کسب و کار دانشکدگان مدیریت دانشگاه تهران
2 دانشیار گروه مدیریت رسانه و ارتباطات کسب و کار دانشکدگان مدیریت دانشگاه تهران
3 پژوهشگر پسا دکتری گروه مدیریت کسب و کار دانشکدگان مدیریت دانشگاه تهران
4 دانشجوی دکتری مدیریت بازرگانی، دانشگاه تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective:
The primary goal of this research is to identify and analyze the role of digital platforms in enhancing business processes, data, and communications. In this regard, the study meticulously examines the direct and indirect impacts of these platforms on organizational structures and business operations. The objective of this analysis is to understand how digital technologies can facilitate innovation and the development of new business models, and what challenges and opportunities they present for organizations. Focused on a specific digital framework, this research investigates how digital platforms are utilized across different organizational levels and explains how they can enhance productivity and efficiency in business processes. Moreover, the study seeks a better understanding of how organizations can leverage innovative opportunities created by advancements in digital technology, with an emphasis on improving customer interactions and marketing strategies.
Methodology:
This research employs the Delphi expert method to identify and analyze key drivers. The Delphi method is a systematic technique used to collect and align expert opinions through several rounds of questionnaires without direct interaction among them. This method allows the researcher to gather comprehensive data and insights from various experts, enabling deeper and unbiased analysis. Additionally, this study utilizes the MIC-MAC analytical software to examine the influences and susceptibilities of the identified drivers. MIC-MAC is a powerful tool for exploring interrelationships and determining levels of influence and susceptibility among different elements within a system. Using this technique, the research can provide a map of the dynamics between drivers and pinpoint key areas for intervention and optimization. Furthermore, trend analysis and intuitive approaches used in this research contribute to a deeper understanding of future trends and associated uncertainties. This part of the study includes a detailed examination of environmental and economic changes that could significantly impact businesses. By using intuitive analyses, the research aims to predict complex market and business environment changes that could affect organizational strategic decisions.
Findings:
The findings of this research emphasize that digital platforms play a central role in accessing big data and performing intelligent data analysis. Utilizing these platforms allows organizations to more effectively use raw data and employ advanced techniques such as machine learning and artificial intelligence to extract actionable information. This process, in turn, facilitates the formation and development of innovative and sustainable business models, which can enhance efficiency and increase profitability. Additionally, adaptability and flexibility in response to digital technology changes are identified as crucial factors in capitalizing on innovative opportunities. Organizations capable of quickly adopting and implementing new technologies can effectively compete in the market and lead the industry. This flexibility not only helps maintain competitiveness but also enhances the organization's ability to respond to evolving customer needs and expectations. The findings also show that the interaction between digital technologies and business strategies can lead to the development of more innovative products and services specifically designed to satisfy customer demands.
Conclusion:
The current research underscores the importance of developing digital capabilities and creating flexible and resilient business models in the digital era. The study demonstrates that for success in the modern business environment, organizations must implement strategies that not only allow them to respond swiftly to technological changes but also empower them to use these changes to create a sustainable competitive advantage. This research also provides guidance for decision-makers and business managers to optimize operations and enhance internal efficiency using big data and intelligent analysis. Effective use of advanced technologies can help organizations gain new perspectives on their target markets and identify new business opportunities that previously seemed unreachable. Additionally, it is emphasized that organizations must continuously train and develop their human resources to enable employees to keep up with new technologies and use them effectively. This requires creating a culture that encourages innovation and continuous learning at every level of the organization and allows employees to thrive in a stimulating and supportive environment.
کلیدواژه‌ها [English]
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