مدیریت استراتژیک هوشمند

مدیریت استراتژیک هوشمند

شناسایی عوامل موثر بر تحول دیجیتال مبتنی بر هوش مصنوعی درکسب و کارهای الکترونیک (مطالعه موردی: دیجی کالا)

نوع مقاله : مقاله پژوهشی

نویسندگان
1 گروه مدیریت فناوری اطلاعات، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران.
2 گروه مهندسی برق و کامپیوتر، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران.
چکیده
پژوهش حاضر با هدف شناسایی عوامل مؤثر بر تحول دیجیتال در کسب‌وکارهای الکترونیکی مبتنی بر هوش مصنوعی، با بهره‌گیری از روش فراترکیب انجام شده است. در این راستا، ۵۰ مقاله منتخب که طی دو ماه اخیر توسط پژوهشگران انتخاب شده بودند، با دقت مورد بررسی قرار گرفتند و داده‌های مرتبط با هدف پژوهش استخراج گردید. تحلیل کیفی یافته‌ها و تلفیق نظرات خبرگان منجر به شناسایی ۷ بعد اصلی شامل: زیرساخت دیجیتال، فناوری‌های توانمندساز هوش مصنوعی، تجربه مشتری، مدیریت و تصمیم‌گیری مبتنی بر داده، رهبری دیجیتال، حریم خصوصی داده و زنجیره تأمین هوشمند شد. این ابعاد در قالب ۳۴ مقوله فرعی طبقه‌بندی گردیده‌اند. بر مبنای یافته‌های پژوهش، برای تحقق تحول دیجیتال مبتنی بر هوش مصنوعی، کسب‌وکارها باید زیرساخت‌های فناورانه خود را تقویت کرده و ظرفیت‌هایی چون پردازش ابری، امنیت سایبری و ارتباطات پیشرفته را توسعه دهند. همچنین، به‌کارگیری فناوری‌هایی نظیر یادگیری ماشین، پردازش زبان طبیعی و تحلیل پیش‌بین در فرآیندهای کلیدی، نقش تعیین‌کننده‌ای در موفقیت دیجیتال دارند. شخصی‌سازی تجربه مشتری، طراحی داشبوردهای تحلیلی و استفاده از هوش تجاری، تصمیم‌گیری داده‌محور را در سطوح مختلف سازمان تسهیل می‌کنند. توانمندسازی رهبران سازمانی، تدوین سیاست‌های دقیق در حوزه حریم خصوصی داده و بهره‌گیری از اینترنت اشیا و اتوماسیون هوشمند در زنجیره تأمین، از دیگر الزامات این تحول به‌شمار می‌روند. یافته‌های این پژوهش می‌توانند به‌عنوان چارچوبی راهبردی برای مدیران، تصمیم‌گیران و سیاست‌گذاران در زمینه طراحی و پیاده‌سازی برنامه‌های تحول دیجیتال مبتنی بر هوش مصنوعی مورد استفاده قرار گیرند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Identifying factors affecting artificial intelligence-based digital transformation in e-business (Case study: Digikala)

نویسندگان English

Rahim Bejani 1
Mohammadreza Sanaei 1
Rizvan Abbasi 2
1 Department of Information Technology Management, Qa .c., Islamic Azad University, Qazvin, Iran.
2 Department of Electrical and Computer Engineering, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
چکیده English

The present study was conducted using the meta-synthesis method with the aim of identifying factors affecting digital transformation in e-businesses based on artificial intelligence. In this regard, 50 selected articles that were selected by researchers over the past two months were carefully examined and data related to the research objective were extracted. Qualitative analysis of the findings and integration of expert opinions led to the identification of 7 main dimensions including: digital infrastructure, AI enabling technologies, customer experience, data-driven management and decision-making, digital leadership, data privacy, and smart supply chain. These dimensions have been classified into 34 subcategories. Based on the research findings, to realize digital transformation based on artificial intelligence, businesses must strengthen their technological infrastructure and develop capacities such as cloud computing, cybersecurity, and advanced communications. Also, the use of technologies such as machine learning, natural language processing and predictive analytics in key processes play a decisive role in digital success. Personalizing the customer experience, designing analytical dashboards and using business intelligence facilitate data-driven decision-making at different levels of the organization. Empowering organizational leaders, formulating detailed policies in the field of data privacy and utilizing the Internet of Things and intelligent automation in the supply chain are other requirements of this transformation. The findings of this research can be used as a strategic framework for managers, decision-makers and policymakers in the field of designing and implementing digital transformation programs based on artificial intelligence.

کلیدواژه‌ها English

Digital transformation
e-business
artificial intelligence
حسینی نسب س م، شامی زنجانی م، قلیپور آ. 1400 . ارائه مدل شایستگی مدیر ارشد دیجیتال به عنوان حکمران تحول دیجیتال، پژوهشنامه پردازش و مدیریت اطلاعات، 36 ( 3 :) 835-860
مردای س. کشمیری س. 1400 . آمادگی برای رهبری تحول دیجیتال در مدارس، فصلنامه علمی مدیریت مدرسه، 9 ( 2 :) 358-386 .
ملازهی م، سلاجقه س، احمدیه ص ح، فیروزآبادی، آمنه؛ جلالی جواران، رحمان، ) 1400 (. طراحی و اعتبارسنجی الگوی رهبری دیجیتال در نظام آموزش وپرورش کشور )مطالعه موردی: آموزش وپرورش استان سیستان و بلوچستان(، پژوهشهای مدیریت راهبردی، 27 ( 81 :) 175-147
نوری م، شاهحسینی م ع، شامی زنجانی م، عابدین ب. 1399 . طراحی چارچوب مفهومی رهبری تحول دیجیتال در سازمانهای ایرانی، مدیریت و برنامه ریزی در نظامهای آموزشی، 12 ( 2 :) 211-242
Abad-Segura, E., González-Zamar, M. D., Infante-Moro, J. C., & Ruipérez García, G. (2020). Sustainable management of digital transformation in higher education: Global research trends. Sustainability, 12(5), 2107.‏
Aditya, B. R., Ferdiana, R., & Kusumawardani, S. S. (2022). A barrier diagnostic framework in process of digital transformation in higher education institutions. Journal of Applied Research in Higher Education, 14(2), 749-761.‏
Akour, M., & Alenezi, M. (2022). Higher education future in the era of digital transformation. Education Sciences, 12(11), 784.
Alenezi, M. (2023). Digital learning and digital institution in higher education. Education Sciences, 13(1), 88.
Al-Ruithe, M., Benkhelifa, E., & Hameed, K. (2018). Key issues for embracing the cloud computing to adopt a digital transformation: A study of saudi public sector. Procedia computer science, 130, 1037-1043.
Arasth, H., & Khabare, K. (2021). Digital University is a platform for digital learning in the Corona and post-Corona eras. Rahyaft, 30(4), 1-15.‏
Arinto, P. B. (2016). Issues and challenges in open and distance e-learning: Perspectives from the Philippines. International Review of Research in Open and Distributed Learning, 17(2), 162-180.‏
Benavides, L. M. C., Tamayo Arias, J. A., Arango Serna, M. D., Branch Bedoya, J. W., & Burgos, D. (2020). Digital transformation in higher education institutions: A systematic literature review. Sensors, 20(11), 3291.
Bond, M., Marín, V. I., Dolch, C., Bedenlier, S., & Zawacki-Richter, O. (2018). Digital transformation in German higher education: student and teacher perceptions and usage of digital media. International journal of educational technology in higher education, 15(1), 1-20.
Chodak, K., Ciesielski, P., Grysztar, D., Kurasińska, A., Makeeva, O., Prygiel, P., & Żabicki, M. (2023). Digital University: A Study of Students’ Experiences and Expectations in the Post-COVID Era. Education Sciences, 13(2), 219.‏
Coopers, P. (2018). The 2018 digital university. In staying relevant in the digital age.‏
Deroncele-Acosta, A., Palacios-Núñez, M. L., & Toribio-López, A. (2023). Digital Transformation and Technological Innovation on Higher Education Post-COVID-19. Sustainability, 15(3), 2466.
Edmead M. 2016. Digital transformation: Why it’s important to your organization. Retrieved October, 13, 2018.
Elliott T. 2017. Digital Transformation Is About How, Not What. SAP. Retrieved from.
Fenwick N, Strategy R. 2015. The state of digital business 2016 to 2020. In Forrester Research (p. 119838).
Fernández, A., Gómez, B., Binjaku, K., & Meçe, E. K. (2023). Digital transformation initiatives in higher education institutions: A multivocal literature review. Education and Information Technologies, 1-32.
Gkrimpizi, T., Peristeras, V., & Magnisalis, I. (2023). Classification of Barriers to Digital Transformation in Higher Education Institutions: Systematic Literature Review. Education Sciences, 13(7), 746.
Gourlay, L. (2021). There is no'virtual learning': The materiality of digital education. Journal of New Approaches in Educational Research, 10(1), 57-66.‏
Habib, M. N., Jamal, W., Khalil, U., & Khan, Z. (2021). Transforming universities in interactive digital platform: case of city university of science and information technology. Education and Information Technologies, 26, 517-541.‏
Hannan, S. A. (2023). Development of Digital Transformation in Higher Education Institutions. Journal of Computer Science & Computational Mathematics, 13(01), 1-8.
He, Q., Meadows, M., Angwin, D., Gomes, E., & Child, J. (2020). Strategic alliance research in the era of digital transformation: Perspectives on future research. British Journal of Management, 31(3), 589-617.
Horlacher, A. (2016). Co-creating value-The dyadic CDO-CIO relationship during the digital transformation.
Indrák, M., & Pokorná, L. (2021). Analysis of digital transformation of services in a research library. Global Knowledge, Memory and Communication, 70(1/2), 154-172.
Jackson, N. C. (2019). Managing for competency with innovation change in higher education: Examining the pitfalls and pivots of digital transformation. Business Horizons, 62(6), 761-772.
Jacociunas, T., Verschoore, J. R., & Monticelli, J. M. (2024). Digital transformation of Higher Education Institutions: a framework for strategic decision-making. Revista Internacional de Educação Superior, 10, e024036-e024036.
Johnston, B., MacNeill, S., & Smyth, K. (2019). Conceptualising the digital university: The intersection of policy, pedagogy and practice. Springer.‏
Jones, M. D., Hutcheson, S., & Camba, J. D. (2021). Past, present, and future barriers to digital transformation in manufacturing: A review. Journal of Manufacturing Systems, 60, 936-948.
Kane, G. C., Palmer, D., & Phillips, A. N. (2017). Achieving digital maturity. MIT Sloan Management Review.
Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N., & Roig-Tierno, N. (2021). Digital transformation: An overview of the current state of the art of research. Sage Open, 11(3), 21582440211047576.
Limani, Y., Hajrizi, E., Stapleton, L., & Retkoceri, M. (2019). Digital transformation readiness in higher education institutions (HEI): The case of Kosovo. IFAC-PapersOnLine, 52(25), 52-57.
Marks, A., & Al-Ali, M. (2022). Digital transformation in higher education: A framework for maturity assessment. In COVID-19 challenges to university information technology governance (pp. 61-81). Cham: Springer International Publishing.
Mergel, I., Edelmann, N., & Haug, N. (2019). Defining digital transformation: Results from expert interviews. Government information quarterly, 36(4), 101385.
Mohamed Hashim, M. A., Tlemsani, I., & Duncan Matthews, R. (2022). A sustainable university: Digital transformation and beyond. Education and Information Technologies, 27(7), 8961-8996.‏
Mohamed Hashim, M. A., Tlemsani, I., & Matthews, R. (2021). Higher education strategy in digital transformation. Education and Information Technologies, 1-25.
Moreira, M. A., Aguilar, A. B., & Gómez, S. M. (2020). De la enseñanza semipresencial a la enseñanza online en tiempos de Covid19.: Visiones del alumnado. Campus Virtuales, 9(2), 35-50.‏
Muhabbat, H., Mukhiddin, K., Jalil, H., Dustnazar, K., Farxod, T., Shavkat, M.,... & Jakhongir, S. (2024). The Digital Frontier: AI-Enabled Transformations in Higher Education Management. Indonesian Journal of Educational Research and Technology, 4(1), 71-88.
Peters, M. A. (2019). Technological unemployment: Educating for the fourth industrial revolution. In The Chinese dream: Educating the future (pp. 99-107). Routledge.‏
Petrova, L. A., Niyazbekova, S. U., Kuznetsova, T. E., Sarbassova, S. B., & Baymukhametova, K. I. (2022). Digital transformation as a strategic direction business development in modern conditions. In Сooperation and Sustainable Development (pp. 183-192). Springer International Publishing.
Ranjbar Kouchaksaraei, S., Rohaninasab, M., Nikjo, P., & Jannati, Y. (2021). The education users’ opinion about the E-learning in Covid-19 pandemic in the world: a review study. Clinical Excellence, 10(4), 41-51.‏
Rossmann, A. (2018). Digital maturity: Conceptualization and measurement model.
Safiullin, M., Akhmetshin, E., & Vasilev, V. (2019). Production of indicators for evaluation of digital transformation of modern university. SCOPUS-2019-9-1-SID85074780959.‏
Sainger, G. (2018). Leadership in digital age: A study on the role of leader in this era of digital transformation. International Journal on Leadership, 6(1), 1.
Sanchez, M. A. (2020). University e-readiness for the digital transformation: the case of Universidad Nacional del Sur. Revista Gestão & Tecnologia, 20(2), 75-97.‏
Seres, L., Pavlicevic, V., & Tumbas, P. (2018). Digital transformation of higher education: Competing on analytics. In INTED2018 Proceedings (pp. 9491-9497). IATED.
Trevisan, L. V., Eustachio, J. H. P. P., Dias, B. G., Filho, W. L., & Pedrozo, E. Á. (2023). Digital transformation towards sustainability in higher education: state-of-the-art and future research insights. Environment, Development and Sustainability, 1-22.
Tsou, H. T., & Chen, J. S. (2022). How does digital technology usage benefit firm performance? Digital transformation strategy and organisational innovation as mediators. Technology Analysis & Strategic Management, 1-14.
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of business research, 122, 889-901.
Vial, G. (2021). Understanding digital transformation: A review and a research agenda. Managing Digital Transformation, 13-66.
Кузу, О. Х. (2020). Цифровизация в высшем образовании: тематическое исследование планов стратегического развития. Высшее образование в России (Vysshee obrazovanie v Rossii= Higher Education in Russia), 29(3), 9-23.‏
Breiter, A., Hepp, A., & Hasebrink, U. (2018). Communicative figurations: Transforming communications in times of deep mediatization. Springer Nature.
‏Dneprovskaya, N. V. (2018). Assessment of the readiness of the Russian higher education for the digital economy. Statistics and Economics, 15(4), 16-28.
‏Tømte, C. E., Fossland, T., Aamodt, P. O., & Degn, L. (2019). Digitalisation in higher education: mapping institutional approaches for teaching and learning. Quality in Higher Education.
‏ Akhmetshin, E. M., Kozachek, A. V., Vasilev, V. L., Meshkova, G. V., & Mikhailova, M. V. (2021). Development of Digital University Model in Modern Conditions: Institutional Approach. Digital Education Review, 40, 17-32.‏
Brown, M., Reinitz, B., & Wetzel, K. (2020). Digital transformation signals: Is your institution on the journey. EDUCAUSE Review. https://er. educause. edu/blogs/2019/10/digital-transformationsignals-is-your-institution-on-the-journey.
‏ Bisri, A., Putri, A., & Rosmansyah, Y. (2023). A systematic literature review on digital transformation in higher education: revealing key success factors. International Journal of Emerging Technologies in Learning (Online), 18(14), 164.‏
Khajeheian, D. (2019). Qualitative methods in media entrepreneurship research: Clarification of the terms framework, model and pattern. AD-minister, (34), 15-34.
UN (2020), E-Government Survey 2020; Digital Government in the Decade of Action for Sustainable Development, Department of Economic and Social affairs.
Savić, D. (2020). Digital transformation and grey literature professionals. Grey Journal. 1(16), 11-17.
Brown, N. & Brown, I. (2019). From Digital Business Strategy to Digital Transformation – How A Systematic Literature Review. SAISIT,14, 1-8.
Brozzi, R. & Riedl, M. & Matt, D. (2021). Key Readiness Indicators to Assess The Digital Level of Manufacturing SMEs. 8th CIRP Global Web Conference Flexible Mass Customisation, 201-206.
Milosevic, R. & lukic, D. & durdev, M. & Vukman, j. (2020). Digital transformation of manufacturing towards industry 4.0 concept, IOP Conference Series: Materials Science and Engineering, 749(1).
Verhoef, P. & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of business research, 2, 80-91.
Osterrider, P. & Budde, L. & Friedli, T. (2020). The smart factory as a key construct of industry 4.0: A systematic literature review. International Journal of Production Economics, 10 (221), 91-110.
 
Ahmad A, Alshurideh M T, Al Kurdi B H, Salloum S A. 2021. Factors Impacts Organization Digital Transformation and Organization Decision Making During Covid19 Pandemic. In The Effect of Coronavirus Disease (COVID-19) on Business Intelligence (pp. 95-106). Springer, Cham.
Brunetti F, Matt D T, Bonfanti A, De Longhi A, Pedrini G, Orzes G. 2020. Digital transformation challenges: strategies emerging from a multi-stakeholder approach. The TQM Journal.
Martínez-Caro E, Cegarra-Navarro J G, Alfonso-Ruiz F J. 2020. Digital technologies and firm performance: The role of digital organisational culture. Technological Forecasting and Social Change, 154, 119962.

Lee, I., & Lee, K. (2020). The Internet of Things (IoT): Applications, investments, and challenges for enterprises. Business Horizons, 63(6), 657-670.
Parker, G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform Revolution: How Networked Markets Are Transforming the Economy. W.W. Norton & Company.
Matt, C., Hess, T., & Benlian, A. (2015). Digital transformation strategies. Business & Information Systems Engineering, 57(5), 339-343.
Westerman, G., Bonnet, D., & McAfee, A. (2014). Leading Digital: Turning Technology into Business Transformation. Harvard Business Review Press.
Dahlström, P., & Edelman, D. (2013). The Coming of Age for Digital Marketing. McKinsey Quarterly.
Kane, G. C., Palmer, D., & Phillips, A. N. (2015). Strategy, not Technology, Drives Digital Transformation. MIT Sloan Management Review.
Buvat, J., Sengupta, A., & Khadikar, A. (2020). Unlocking success in digital transformations. Capgemini Research Institute.
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889-901. Davenport, T., & Ronanki, R. (2018). Artificial intelligence for the real world. Harvard Business Review, 96(1), 108-116.