DIGITAL TRANSFORMATION IN BUSINESSES AND ITS DRIVERS

Öz

In recent years, the digitalization starting with digitizing anolog data proceeding with digitalization of business processes is being replaced by digital transformation. In addition to business models getting value with personalized products, ecosystem partnerships formed by many different companies become widespread and increase the competition in the market. Digital transformation influence and transform the whole operation, organization and even the company culture of businesses. Digital transformation as a disruptive and complex process needs an integrative digital transformation strategy comprising all fields of businesses undergoing the transformation. The aim of this study is to determine those fields of businesses concerned with digital transformation and the drivers of business digital transformation by literature review and to develop a conceptual model displaying the cause and effect relationship among them, in order to support businesses by determining digital transformation scenarios and by developing suitable digital transformation strategies.

Anahtar Kelimeler

• dijital transformation,digital business,digital transformation drivers,digital business models

İŞLETMELERDE DİJİTAL DÖNÜŞÜM VE ETMENLERİ

Öz

İşletmelerde analog verilerin sayısallaştırılmasıyla başlayan ve süreçlerin dijitalleşmesiyle devam eden dijitalleşme süreci, yerini son yıllarda dijital dönüşüm sürecine bırakmıştır. Kişiselleştirilmiş ürün sunmaya dayanan iş modellerinin yanında farklı işletmelerin dijital ortaklığıyla oluşan ekosistemler yaygınlaşmakta ve pazardaki rekabeti artırmaktadır. Dijital dönüşüm, işletmenin tüm işleyişini, organizasyon yapısını ve hatta şirket kültürünü bile etkilemekte ve dönüştürmektedir. Yıkıcı ve karmaşık bir süreç olan dijital dönüşüm, işletmenin dönüşüm geçirecek tüm alanlarını kapsayan, bütünleyici genel bir dijital dönüşüm stratejisine ihtiyaç duyar. Bu çalışmanın amacı kaynak araştırması ile işletmelerde dijital dönüşüm yaşanacak alanları ve dönüşümü tetikleyen etmenleri belirlemek ve etmenler ve alanlar arasındaki neden-sonuç ilişkisini gösteren kavramsal bir model geliştirerek işletmelerin dijital dönüşüm senaryoları belirlemesini ve bunlara uygun stratejiler geliştirmesini desteklemektir.

Anahtar Kelimeler

• dijital dönüşüm,dijital işletme,dijital dönüşüm etmenleri,dijital iş modelleri

Kaynakça

1. Akben, İ., & Avşar (2017), ö. g. i. i. dijital tedarik zinciri ve bulut bilişim digital supply chain and cloud computing. el-ruha, 104.
2. Anderson, J., & Kupp, M. (2008). Serving the poor: drivers of business model innovation in mobile. İnfo, 10(1), 5-12.
3. Bächle, M. A. (2016). Wissensmanagement mit Social Media. Berlin/Boston: Walter de Gruyter.
4. Banger, G. (2018). Endüstri 4.0 Ekstra. Dorlion, Ankara.
5. Berghaus, S., & Back, A. (2016). Gestaltungsbereiche der Digitalen Transformation von Unternehmen: Entwicklung eines Reifegradmodells. Die Unternehmung, 70(2), 98-123.
6. Besson, P., & Rowe, F. (2012). Strategizing information systems-enabled organizational transformation: A transdisciplinary review and new directions. The Journal of Strategic Information Systems, 21(2), 103–124.
7. Blunck, E., & Werthmann, H. (2017, October). Industry 4.0–An opportunity to realize sustainable manufacturing and its potential for a circular economy. In DIEM: Dubrovnik International Economic Meeting (Vol. 3, No. 1, pp. 644-666). Sveučilište u Dubrovniku.
8. Burmeister, C., Lüttgens, D., & Piller, F. T. (2016). Business model innovation for Industrie 4.0: why the “Industrial Internet” mandates a new perspective on innovation. Die Unternehmung, 70(2), 124-152.

9. Chanias, S. (2017). Mastering digital transformation: The path of a financial services provider towards a digital transformation strategy. In Proceedings of the 25th European Conference on Information Systems (ECIS).
10. Chesbrough, H. (2010). Business model innovation: opportunities and barriers. Long range planning, 43(2-3), 354-363. de Reuver, M., Bouwman, H., & MacInnes, I. (2009). Business models dynamics for start-ups and innovating e-businesses. International Journal of Electronic Business, 7(3), 269-286.
11. Ehret, M., & Wirtz, J. (2017). Unlocking value from machines: business models and the industrial internet of things. Journal of Marketing Management, 33(1-2), 111-130.
12. Ezeokoli, F. O., Okolie, K. C., Okoye, P. U., & Belonwu, C. C. (2016). Digital transformation in the Nigeria construction industry: The professionals’ view. World Journal of Computer Application and Technology, 4(3), 23-30.
13. Fitzgerald, M., Kruschwitz, N., Bonnet, D., & Welch, M. (2014). Embracing digital technology: A new strategic imperative. MIT sloan management review, 55(2), 1.
14. Fleisch, E., Weinberger, M., & Wortmann, F. (2015). Geschäftsmodelle im internet der dinge. Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 67(4), 444-465.
15. Foss, N. J., & Saebi, T. (2017). Fifteen years of research on business model innovation: how far have we come, and where should we go?. Journal of Management, 43(1), 200-227.
16. Henriette, E., Feki, M., & Boughzala, I. (2016). Digital Transformation Challenges. In MCIS (p. 33).
17. Hess, T., Matt, C., Benlian, A., & Wiesböck, F. (2016). Options for formulating a digital transformation strategy. MIS Quarterly Executive, 15(2).
18. Kane, G. C., Palmer, D., Phillips, A. N., Kiron, D., & Buckley, N. (2015). Strategy, not technology, drives digital transformation. MIT Sloan Management Review and Deloitte University Press, 14(1-25).
19. Klein, M. (2019a). Geniş Kapsamlı Dijital Dönüşüm Yaklaşımı – Dünya 4.0. Bayrak, Meydanoğlu, E. S. & Klein, M. & Kurt, D. Dijital Dönüşüm Trendleri, Filiz.
20. Klein, M. (2019b). İşletme 4.0 Kapsamında Şirket 2.0 – İşletme Süreçlerinde Sosyal Yazılım Kullanımı. Nobel Akademik Yayıncılık.
21. Klein, M. (2020). Leadership Characteristics In The Era Of Digital Transformation. Business & Management Studies: An International Journal, 8(1), 883-902.
22. Kress, P., Löwen, U., & Pflaum, A. (2017). A role model of production value networks. at-Automatisierungstechnik, 65(1), 19-25.
23. Kofler, T. (2016). Digitale Transformation in Unternehmen.
24. Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce: a research framework for social commerce. International Journal of electronic commerce, 16(2), 5-14.
25. Liere-Netheler, K., Packmohr, S., & Vogelsang, K. (2018). Drivers of Digital Transformation in Manufacturing. The Digital Supply Chain of the Future: Technologies, Applications and Business Models;.
26. Markides, C. (2006). Disruptive Innovation: In Need of Better Theory. Journal of Product Innovation Management, 23(1), 19–25.
27. Matt, C., Hess, T., & Benlian, A. (2015). Digital transformation strategies. Business & Information Systems Engineering, 57(5), 339-343.
28. Matyssek, T. (2017). Geschäftsmodelle im Internet der Dinge. In Digitale Transformation von Geschäftsmodellen (pp. 159-178). Springer Gabler, Wiesbaden.
29. Morakanyane, R., Grace, A. A., & O'Reilly, P. (2017, June). Conceptualizing Digital Transformation in Business Organizations: A Systematic Review of Literature. In Bled eConference (p. 21).
30. Mut, G. B. (2018). Problem çözmede 7 araç. http://www.gbmut.com/problem-cozmede-7-arac/ Erişim: Ekim 2019.
31. Osterwalder, A., Pigneur, Y., Oliveira, M. A. Y., & Ferreira, J. J. P. (2011). Business Model Generation: A handbook for visionaries, game changers and challengers. African journal of business management, 5(7), 22-30.
32. Oswald, G., & Krcmar, H. (Eds.). (2018). Digitale Transformation: Fallbeispiele und Branchenanalysen. Springer-Verlag.
33. Özdoğan, O. (2017). Endüstri 4.0: Dördüncü Sanayi Devrimi ve Endüstriyel Dönüşümün Anahtarları. Pusula.
34. Peltoniemi, M., & Vuori, E. (2004, September). Business ecosystem as the new approach to complex adaptive business environments. In Proceedings of eBusiness research forum (Vol. 2, pp. 267-281).
35. Porter, M. E. (2001). The value chain and competitive advantage. Understanding Business Processes, 50-66.
36. Pflaum, A., & Schulz, E. (2018). Auf dem Weg zum digitalen Geschäftsmodell. HMD Praxis der Wirtschaftsinformatik, 55(2), 234-251.
37. Schwab, K. (2017). The Fourth Industrial Revolution. Portfolio Penguin.
38. Staffen, S., & Schoenwald, L. (2016). Leading in the Context of the Industrial Revolution. Capgemini. Retrieved from https://www.capgemini.com/consulting-de/wp-content/uploads/sites/32/2017/08/resouces_leader_40_industrial_revolution.pdf
39. Tesch, J., & Brillinger, A. (2017). The evaluation aspect of digital business model innovation: A literature review on tools and methodologies. In Proceedings of the 25th European Conference on Information Systems (ECIS), Guimarães, Portugal, June 5-10, 2017 (pp. 2250-2268).
40. Veit, D., Clemons, E., Benlian, A., Buxmann, P., Hess, T., Kundisch, D., ... & Spann, M. (2014). Business models. Business & Information Systems Engineering, 6(1), 45-53.
41. Verina, N., & Titko, J. (2019). Digital transformation: conceptual framework. International Scientific Conference Contemproray Issues in Business, Management and Economics Engineering, VGTU Press.
42. Westerman, G., Calméjane, C., Bonnet, D., Ferraris, P., & McAfee, A. (2011). Digital Transformation: A roadmap for billion-dollar organizations. MIT Center for Digital Business and Capgemini Consulting, 1, 1-68.
43. Wigand, R. T. (1997). Electronic commerce: Definition, theory, and context. The information society, 13(1), 1-16.
44. Wirtz, B., & Daiser, P. (2017). Business model innovation: An integrative conceptual framework. Journal of Business Models, 5(1).
45. Wirtz, W., Göttel, V., & Daiser, P. (2016), Business Model Innovation: Development, Concept and Future Research Directions, Journal of Business Models, Vol. 4, No. 2, pp. 1-28