THE EFFECT OF DIGITAL TRANSFORMATIONAL LEADERSHIP ON MARKET PERFORMANCE: THE MEDIATING ROLE OF DIGITALIZATION

Abstract

Companies need to keep up with the changes in the market to survive. Today, one of the most critical changes that have an impact on every area of life is considered to be digitalization. Digitalization has caused a disruptive transformation in almost every area, from market structure to consumer behavior. This has made digitalization a necessity for companies. Therefore, digitalization is a subject that attracts great interest to both researchers and managers However, there is still not enough information about the factors that facilitate digitalization and its effects on business outcomes. In this context, the aim of this study is to examine the relationships between digital transformational leadership, digitalization and market performance. To reveal these relationships empirically, 214 data were collected by survey method. The data was obtained from manufacturing industry managers in Kocaeli. As a result of the analysis, it was determined that there were statistically significant and positive relationships between digital transformational leadership and digitalization and also between digitalization and market performance. Additionally, it was found that digitalization mediates the relationship between digital transformational leadership and market performance. Thus, this study both contributes to the literature with empirical evidence and offers suggestions for managers regarding digitalization.

Keywords

• Transformational Leadership
• Digital Transformational Leadership
• Digitalization
• Market Performance

Dijital Dönüşümcü Liderliğin Pazar Performansına Etkisi Dijitalleşmenin Aracılık Rolü

Abstract

Firmaların ayakta kalabilmek için pazardaki değişime ayak uydurmaları gerekmektedir. Günümüzde hayatın her alanında etkisi olan en kritik değişimlerden biri ise dijitalleşme olarak kabul edilmektedir. Dijitalleşme pazar yapısından tüketici davranışlarına kadar hemen her alanda yıkıcı bir dönüşüme sebep olmuştur. Bu durum dijitalleşmeyi işletmeler için bir gereklilik haline getirmiştir. Dolayısıyla dijitalleşme hem araştırmacıların hem de yöneticilerin yoğun ilgi gösterdiği bir konudur. Ancak bunu kolaylaştıran faktörler ile işletme çıktılarına etkilerine yönelik hala yeterli bilgi mevcut değildir. Bu kapsamda bu çalışmanın amacı, dijital dönüşümcü liderlik, dijitalleşme ve pazar performansı arasındaki ilişkileri incelemektir. Bu ilişkileri ampirik olarak ortaya koymak için anket yöntemiyle 214 veri toplanmıştır. Veriler Kocaeli’ndeki imalat sanayi yöneticilerinden elde edilmiştir. Yapılan analizler sonucunda, dijital dönüşümcü liderlik ile dijitalleşme arasında ve dijitalleşme ile pazar performansı arasında istatistiki olarak anlamlı ve pozitif ilişkiler olduğu tespit edilmiştir. Ayrıca dijitalleşmenin, dijital dönüşümcü liderlik ve pazar performansı arasındaki ilişkide ara değişken etkisinin olduğu saptanmıştır. Böylece bu çalışma hem literatüre ampirik kanıtlarla katkı sunmakta hem de yöneticilere dijitalleşmeye ilişkin öneriler sunmaktadır.

Keywords

• Dönüşümcü Liderlik
• Dijital Dönüşümcü Liderlik
• Dijitalleşme
• Pazar Performansı

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