درخت حوزه‌های تخصصی

This paper aims to conceptualize the success factors of a digital transformation (DT) strategy and analyze its impact on a company's economic performance. We explore the concepts that affect the field of DT definition and the key drivers that lead to successful DT. Through these key drivers considered as success factors, we propose a research framework linking these drivers to the DT strategy and then corporate economic performance in emerging markets. To test the research model empirically and provide a contextualized interpretation of the results, we adopted a sequential explanatory design. Initially, we performed a quantitative study through a survey among companies listed on the Casablanca Stock Exchange in Morocco. We then analyzed the collected data using the structural equation method. Next, to explain the results, we conducted a qualitative analysis through interviews with semi-structured questions. The findings show that in an emerging economy context such as Morocco, placing the customer at the core of the DT strategy, aligning the organization with the DT strategy, adopting a value system imbued with DT values, and establishing an operational roadmap to drive the change can enhance the company’s digital transformation. These drivers contribute to 59.5% of the implementation of the DT strategy. Driving a DT strategy has a significant impact on companies' economic performance, contributing to 21.5% of their commercial and financial outcomes. This study highlights that the maintenance of a "phygital" business model, which mixes digital and physical business models, and the lack of human resources involvement in the DT process are specific to the emerging market context studied.

Social networks advertisements can be employed as a powerful means of communication to achieve goals such as sales, profitability and reinforcing brand image. Organizations managers have established a department titled “public relations” in their organizations, through which they communicate with individuals inside and outside the organization, so that they can fulfill their goals at lower costs and within shorter time by informing and persuading those individuals. In this regards, the present study is aimed at evaluating the extent to which public relations of private organizations employ social networks to introduce their products and services. Research population consists of managers and public relation experts of private sector’s organizations in Yazd, Iran. The present study takes a survey method and is regarded as field-work research. Sampling method is based probability and availability. Due to the limited population, 76 individuals were selected as the sample through limited population formula. Data was analyzed via Smart-PLS. results reveal that public relations of private organizations employ social networks at an optimal and acceptable level to introduce their products and services. Hence the hypothesis of the study is confirmed.