Stratejik Odaklılığın Çift Yönlü Dijital Dönüşüm Üzerindeki Etkisi: Yenilik Yeteneğinin Aracılık Rolü

Year 2025, Volume: 12 Issue: 2, 381 - 406, 01.07.2025

Dilara Zümreoğlu Tek , Dilber Ulaş , Alper Özer

https://doi.org/10.17541/optimum.1682092

Abstract

Dijital dönüşüm, verimliliklerini artırmak ve değer yaratmak için işletmelerin, dijital teknolojileri tüm alanlarına entegre ederek, iş modellerinde, operasyonel süreçlerinde değişiklikler gerçekleştirdiği bir süreçtir. Bu kapsamda, çift yönlü dijital dönüşüm, dijital teknolojilerin mevcut ürün, süreç, kabiliyetlerin geliştirilmesi için kullanıldığında yararlanıcı; yeni ürün, süreç, kabiliyetlerin geliştirilmesi için kullanıldığında araştırıcı dijital dönüşüm olarak ifade edilmektedir. Çift yönlü dijital dönüşümün boyutlandırılarak ele alınması çalışmanın esas katkısını oluşturmaktadır. Diğer katkı, stratejik odaklılık ile çift yönlü dijital dönüşüm arasındaki ilişkide yenilik yeteneğinin aracılık rolünün araştırılmasıdır. Kolayda örneklem yöntemi ile işletmelerden 415 adet anket toplanmış, YEM ile veriler analiz edilmiştir. Sonuç olarak, stratejik odaklılığın alt boyutlarından müşteri ve teknoloji odaklılığın yenilik yeteneği üzerinde olumlu etkisi saptanırken, rakip odaklılığının anlamlı bir etkisi olmadığı tespit edilmiştir. Ayrıca, müşteri odaklılık, teknoloji odaklılık ile araştırıcı dijital dönüşüm ve yararlanıcı dijital dönüşümün arasındaki ilişkide yenilik yeteneğinin aracılık etkisinin anlamlı olduğu sonucuna ulaşılmışken rakip odaklılığa yönelik söz konusu ilişkide anlamlı bir sonuç bulunamamıştır.

Keywords

Stratejik odaklılık , Çift Yönlü Dijital Dönüşüm , Yenilik Yeteneği

The Impact of Strategic Orientation on Ambidextrous Digital Transformation: The Mediator Role of Innovation Capability

Abstract

Digital transformation is a process in which businesses make changes in their business models and operational processes by integrating digital technologies into all areas in order to increase their productivity and create value. In this context, ambidextrous digital transformation is divided into exploitative digital transformation when digital technologies are used for the development of existing products, processes and capabilities, and explorative digital transformation when they are used for the development of new products, processes and capabilities. Analyzing ambidextrous digital transformation by dimensioning constitutes the main contribution of the study. The other contribution is to investigate the mediating role of innovation capability in the relationship between strategic orientation and ambidextrous digital transformation The study collected 415 questionnaires and used Structural Equation Modelling for data analysis. The findings indicate that customer and technology orientation positively impact innovation capability, while competitor orientation does not have a significant effect. Furthermore, innovation capability was found to mediate the relationship between customer and technology orientation and both types of digital transformations. However, no significant results were found for competitor orientation.

Keywords

Strategic Orientation , Ambidextrous Digital Transformation , Innovation Capability

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