Design and Data-Driven Strategic Management Model Based on Digital Twin

Yıl 2025, Cilt: 14 Sayı: 4, 89 - 122, 30.10.2025

Osman Akarsu

https://doi.org/10.15869/itobiad.1719467

Öz

This conceptual study introduces the design-oriented strategic management model developed for organizations to adapt to rapidly changing technological, economic and social environmental conditions. The main purpose of the study is to propose a holistic and applicable model that integrates technology, user-centered design and scientific solution generation into strategic decision-making processes. The model consists of four phases: data integration and digital twinning, development with a user-centered design approach, generation of scientific and innovative solutions, and predictive/scenario-based decision making. Each stage is structured in a way that is integrated with the principles of technological applicability, user desirability and economic sustainability. In the development of this model, the design science research method was adopted and a structured, theoretically based and practically applicable management model was put forward to produce solutions to organizational problems. The model allows organizations not only to analyze the current situation but also to develop proactive strategies by anticipating uncertain future scenarios. In this respect, the model allows decision-makers to assess technical competence, people orientation and organizational fit in a holistic manner. It advances the literature by providing a unique and practical strategic management framework that combines management, design thinking and advanced technologies. Additionally, the model enhances Porter’s core strategies—cost leadership, differentiation, and focus—by integrating dynamic, data-driven feedback and user insights. It incorporates scenario-based modeling to guide strategic choices such as forward/backward integration and vertical/horizontal growth, and supports inter-firm alliances through data sharing and shared value creation enabled by digital twins. Grounded in complex systems theory, it offers a robust framework for rapid adaptation to uncertainty and complexity. This framework integrates the continuous and multi-layered nature of change, the pace of technological innovation, and the interactive dynamics predicted by complex systems theory, thereby offering a new perspective to the literature in today's uncertain environment.

Anahtar Kelimeler

Strategic Management , Design Science Research , Design Thinking , Digital Twins , Complex Systems

Dijital İkiz Tabanlı Tasarım ve Veri Odaklı Stratejik Yönetim Modeli

Öz

Bu kavramsal çalışma, örgütlerin hızla değişen teknolojik, ekonomik ve toplumsal çevre koşullarına uyum sağlayabilmesi amacıyla geliştirilen tasarım odaklı stratejik yönetim modelini tanıtmaktadır. Çalışmanın temel amacı, stratejik karar alma süreçlerine teknoloji, kullanıcı merkezli tasarım ve bilimsel çözüm üretimini entegre eden bütüncül ve uygulanabilir bir model önermektir. Model, veri entegrasyonu ve dijital ikiz oluşturma, kullanıcı merkezli tasarım yaklaşımıyla geliştirme, bilimsel ve yenilikçi çözümler üretme ve öngörüsel/senaryo tabanlı karar alma olmak üzere dört aşamadan oluşmaktadır. Her aşama, teknolojik uygulanabilirlik, kullanıcı arzulanırlığı ve ekonomik sürdürülebilirlik ilkeleriyle bütünleştirilmiş şekilde yapılandırılmıştır. Bu modelin geliştirilmesinde, tasarım bilimi araştırması yöntemi benimsenmiş ve örgütsel sorunlara çözüm üretmeye yönelik olarak yapısal, teorik temelli ve pratik uygulanabilirliği yüksek bir yönetim modeli ortaya konmuştur. Model, örgütlerin yalnızca mevcut durumu analiz etmesine değil, aynı zamanda belirsizlik içeren gelecek senaryoları öngörerek proaktif stratejiler geliştirmesine olanak tanımaktadır. Bu yönüyle model, karar vericilerin teknik yeterlilik, insan odaklılık ve kurumsal uyumu bütüncül biçimde değerlendirmelerine imkân vermektedir. Yönetim, tasarım düşüncesi ve ileri teknolojilerin bir arada ele alındığı özgün ve uygulamaya dönük bir stratejik yönetim çerçevesi sunarak literatürü ilerletmektedir. Ayrıca model, dinamik, veri odaklı geri bildirim ve kullanıcı içgörülerini entegre ederek Porter'ın maliyet liderliği, farklılaşma ve odaklanma temel stratejilerini geliştirmektedir. İleri/geri entegrasyon ve dikey/yatay büyüme gibi stratejik seçimlere rehberlik etmek için senaryo tabanlı modellemeyi bünyesinde barındırmakta ve dijital ikizlerin sağladığı veri paylaşımı ve paylaşılan değer yaratımı yoluyla firmalar arası ittifakları desteklemektedir. Karmaşık sistem teorisine dayanan bu yaklaşım, belirsizlik ve karmaşıklığa hızlı adaptasyon için sağlam bir çerçeve sunmaktadır. Bu çerçeve, değişimin sürekli ve çok katmanlı doğasını, teknolojik yeniliklerin hızını ve karmaşık sistemler teorisinin öngördüğü etkileşimsel dinamikleri bütünleştirerek günümüzün belirsizlik ortamında literatüre yeni bir perspektif kazandırmaktadır.

Anahtar Kelimeler

Stratejik Yönetim , Tasarım Bilimi Araştırması , Tasarım Düşüncesi , Dijital İkizler , Karmaşık Sistemler Teorisi

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