DİJİTAL ŞİRKETLER İÇİN AHP-VIKOR TEKNİKLERİYLE STRATEJİ SEÇİMİ

Year 2019, Volume: 14 Issue: 1, 1 - 14, 30.06.2019

Merve Güler , Gülçin Büyüközkan

Abstract

Son yılların en önemli trendlerinden biri dijitalleşmedir. Dijitalleşme, değişen koşullara ayak uydururken operasyonel etkinliği arttırmayı, yeni müşteri deneyimleri yaratmayı ve yeni gelir kaynakları oluşturmayı hedeflemektedir. Dijitalleşmenin şirketlerin işlerini yürütme şekilleri üzerinde büyük bir etkisi vardır ve dijitalleşme şirketlerin strateji geliştirme süreçlerini etkilemektedir. Bu nedenle, bu çalışmanın amacı, şirketler için analitik bir yaklaşım sağlayarak dijitalleşme stratejilerini geliştirmeye yardımcı olacak pratik bir modeli tanıtmaktır. Strateji seçimi kritik bir karar olduğundan, şirketler bu konuya büyük önem vermektedir. Uygun dijitalleşme stratejisini seçerken şirketlerin dikkate alması gereken birçok faktör vardır. Bu nedenle, bu çalışmada, Çok Kriterli Karar Verme (ÇKKV) yaklaşımı uygulanmıştır. Başarı faktörlerinin ağırlığını bulmak için Analitik Hiyerarşi Süreci (AHS) yöntemi uygulanmıştır ve doğru stratejiyi seçmek için VIKOR (çok kriterli optimizasyon ve uzlaşma çözümü anlamına gelen VlseKriterijumska Optimizacija I Kompromisno Resenje) yöntemi uygulanmıştır. Metodun sağlamlığını kanıtlamak için önerilen metodoloji bir şirkete uygulanmış ve çalışma sonuçları verilmiştir. Çalışmada kullanılan başarı faktörleri ve strateji modelleri, endüstri raporlarının ve akademik yayınların incelenmesiyle geliştirilmiştir. Dijitalleşme stratejilerinin analizinden sonra Deloitte’in raporu baz alınarak dört strateji modeli sunulmuştur. Bu strateji modelleri şu şekildedir: taktik model, merkezileştirme modeli, şampiyon model ve her zamanki gibi iş modelidir. Son olarak, gelecek çalışmaların perspektifleri sunulmuştur.

Keywords

Dijitalleşme, dijital şirket, dijitalleşme stratejisi, çok kriterli karar verme (ÇKKV), strateji seçimi

STRATEGY SELECTION FOR DIGITAL COMPANIES WITH AHP-VIKOR TECHNIQUES

Abstract

One of the most significant trends in the past decades is digitalization. Digitalization aims to improve operational efficiency, create new customer experience and generate new revenue streams while keeping pace with the changing conditions. Digitalization has a major impact on the way companies conduct their business and affects strategy development of companies. Therefore, the aim of this paper is to introduce a practical model for companies to help developing their digitalization strategy by providing an analytical approach. Since the strategy selection is a crucial decision, companies attach great importance to this issue. There is a number of factors to be taken into account while choosing the right digitalization strategy. Therefore, in this paper, Multi-Criteria Decision Making (MCDM) approach is introduced. Analytic Hierarchy Process (AHP) method is applied to find the success factors’ weight and the VIKOR (which stands for ‘VlseKriterijumska Optimizacija I Kompromisno Resenje,’ meaning multi-criteria optimization and compromise solution) method is applied to select the right strategy. In order to prove the robustness of the method, the proposed methodology is applied to a company and the results of the study is given. The success factors and strategy models are developed based on structured review of industry reports and academic papers. After analysis of the digitalization strategies, four strategy models based on Deloitte’s report are presented. The strategy models are indicated as: the tactical model, the centralization model, the champion model and the business as usual model. Finally, the future perspectives of the study are presented.

Keywords

Digitalization, digital company, digitalization strategy, multi-criteria decision making (MCDM), strategy selection

References

• Al-Debi, Mutaz M., El-Haddadeh, R. & Avison, D. (2008), "Defining the Business Model in the New World of Digital Business" AMCIS 2008 Proceedings. 1-11.
• Bharadwaj, A., El Sawy, O., Pavlou, P., & Venkatraman, N. (2013), “Digital business strategy: toward a next generation of insights”, MIS Quarterly, Digital Business Strategy, Vol. 37 No. 2, 471-482.
• Biehl, M. (2007), “Success factors for implementing global information systems”, Communications of the ACM, Vol. 50 No. 1, 52-58.
• Bleicher, J., & Stanley, H. (2016), “Digitization as a catalyst for business model innovation a three-step approach to facilitating economic success”, Journal of Business Management, Vol. 12, 62-72.
• Yeh C.C. (2017), “Using a hybrid model to evaluate development strategies for digital content”, Technological and Economic Development of Economy, Vol.23:6, 795-809,
• Chiu, W. Y., Tzeng, G. H., & Li, H. L. (2013), “A new hybrid MCDM model combining DANP with VIKOR to improve e-store business”, Knowledge-Based Systems, Vol.37, 48-61.
• Dag, S., & Önder, E. (2013), “Decision-making for facility location using VIKOR method”.
• Dubelaar, C., Sohal, A., & Savic, V. (2005), “Benefits, impediments and critical success factors in B2C E-business adoption”, Technovation, Vol. 25 No.11, 1251-1262.
• Gil-García, J. R., & Pardo, T. A. (2005), “E-government success factors: Mapping practical tools to theoretical foundations”, Government information quarterly, Vol.22(2), 187-216.Grover, V., & Kohli, R. (2013), “Revealing Your Hand: Caveats in Implementing Digital Business Strategy”, Mis Quarterly, Vol.37(2).
• Holotiuk, F., & Beimborn, D. (2017), “Critical success factors of digital business strategy”, 13th International Conference on Wirtschaftsinformatik, February 12-15, 2017, St. Gallen, Switzerland, 991-1005.
• Hyvönen, J. (2018), “Strategic leading of digital transformation in large established companies–a multiple case-study”.
• Işıklar G., Büyüközkan, G. (2007), “Using a multi-criteria decision making approach to evaluate mobile phone alternatives”, Computer Standards & Interfaces, Vol. 29, 265–274.
• Lerner, S. (2015), “Digital business strategy”, Touro Accounting & Business Journal, 49-52.
• Opricovic, S., & Tzeng, G. H. (2004), “Compromise solution by MCDM methods: A comparative analysis of VIKOR and TOPSIS”, European journal of operational research, Vol.156(2), 445-455.
• Saaty T. (2008), “Decision making with the analytic hierarchy process”, International Journal of. Services Sciences, Vol.1, No. 1, 83-98.Saaty, T.L. (1980), “The Analytic Hierarchy Process.” McGraw-Hill, New York.
• Zadeh, L. A. (1965), “Fuzzy sets” Information and control, 8(3), 338-353.
• URL1, European Comission (2017), https://ec.europa.eu/newsroom/document.cfm?doc_id=44515
• URL2,Deloitte (2015), https://www2.deloitte.com/content/dam/Deloitte/be/Documents/technology/deloittedigital/Deloitte-Digital-BE_Building-your-digital-DNA_download_HR.pdf
• URL3, IDC (2015), http://www.digitalnaobljuba.si/_files/2/Company-SAP_digital_transformation.pdf
• URL4, CapGemini (2011), https://www.capgemini.com/resources/digital-transformation-a-roadmap-for-billiondollar-organizations/
• URL5, “Five Pillars of Digital Transformation: Skills and Talent Management” http://www.digitalistmag.com/future-of-work/2017/06/08/5-pillars-of-digital-transformation-skills-and-talent-management-05143666
• URL6, “The role of IT in digital transformation” https://postshift.com/the-role-of-it-in-digital-transformation/
• URL7, “Business Agility And Digital Transformation” https://arsalankhan.com/2017/11/27/business-agility-and-digital-transformation/
• URL8, Forrester (2016), https://forrester.nitro-digital.com/pdf/Forrester-s%20Digital%20Maturity%20Model%204.0.pdf
• URL9, “Tedarik zinciri yönetiminde dijitalleşmenin önemi” http://www.lojistikhatti.com/haber/2016/01/tedarik-zinciri-yonetiminde-dijitallesmenin-onemi