Designing and Modeling Digital Transformation in the Automotive Industry: Leveraging the Fourth Industrial Revolution

Document Type : Research Paper

Authors

1 Lecture, Department of Management, Faculty of Accounting and Management, Marodasht Branch, Payam Noor University, Marodasht, Iran.

2 Prof., Department of Industrial Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran.

Abstract

Objective
The current research was conducted to design and model digital transformation based on the fourth-generation industrial revolution in Iran Khodro Company. In this regard, the main question focuses on identifying the factors that impact the design and modeling of digital transformation, rooted in the fourth-generation industrial revolution, and exploring the pattern of causal relationships among these factors in Iran Khodro.
 
Methods
This study adopts an applied-developmental approach in terms of its purpose, utilizes a descriptive survey method for data collection, and employs a mixed data analysis method. The community of participants in the qualitative section comprised of experts, policymakers, academics, managers of knowledge-based companies, and senior managers of Iran Khodro Company. Sampling was done in a targeted way and theoretical saturation was achieved with 15 people. The statistical population for the quantitative part comprised experts from Iran Khodro Company, estimated to be 172 individuals using Cochran's formula. The required sample volume was provided by a simple random sampling method. A semi-structured interview and a researcher-made questionnaire were used to collect data. The underlying categories of digital transformation in Iran Khodro Company were identified by the grounded theory method and the final model was validated by the partial least squares method. Qualitative data analysis was conducted using Maxqda software, while the quantitative analysis was performed using Smart PLS.
 
Results
To explain the digital transformation model based on the fourth-generation industrial revolution in Iran Khodro company, semi-structured expert interviews were conducted with marketing professors and managers of Iran Khodro company. At this stage, before the start of the interview, six open questions were considered and during the interview process, new questions were also raised as expected. To get familiar with the depth and scope of the content of the data, repeated and active reading of the data (searching for meanings and patterns) were done. The results of the interviews were extracted using the grounded theory method based on the theory of Strauss and Corbin and by open, central, and selective coding. In the open coding stage, 256 codes were first identified, duplicate codes were removed and synonyms were combined, and finally 58 open codes were identified. During the central coding stage, the initial 58 codes were categorized into 10 classes, and in the selective coding stage, these 10 classes were further condensed into six main classes. In the process of theorizing the database, after collecting, analyzing, and interpreting the data, the next step is to present the model, draw conclusions, and summarize the research. By examining the current situation, the obtained data were classified into six main categories. Professors and experts contributed their perspectives, leading to the utilization of 58 indicators to elucidate the digital transformation model rooted in the fourth-generation industrial revolution at Iran Khodro Company, drawn from all indicators derived through qualitative analysis of interview content.
 
Conclusion
Based on the research paradigm model, it was determined that digital infrastructure, digital leadership, digital human resources, and digital marketing affect digital transformation in Iran Khodro Company. The fourth industrial revolution provides the necessary platform and the competitiveness of Iran Khodro plays an intervening role. Finally, the digital strategy of Iran Khodro Company leads to the financial and non-financial performance of the company.

Keywords

Main Subjects

References

آذر، عادل؛ غلامزاده، رسول (1398). کمترین مربعات جزئی. تهران: نگاه دانش.
امینی، سالار؛ رمضانی، مجتبی؛ بیک‌زاد، جعفر؛ سنگی نورپور، عباسقلی‌ (1401). طراحی مدل توسعه پایدار در صنعت خودرو ایران با رویکرد انقلاب صنعتی چهارم.‌ مدیریت راهبردی در سیستم‌های صنعتی، 17(61)، 140- 156.
حبیبی، آرش (1394). تحویل دیجیتال. فصلنامه بازاریابی پارس‌مدیر، 1(1)، 102-107.
حبیبی، آرش؛ جلال‌نیا، راحله (1402). حداقل مربعات جزئی. تهران: نارون.
حسین‌پورشال، محمد (1401). تحول دیجیتال در نظام بانکداری. تهران: نارون دانش.
حمیدی، مهدی؛ قاضی نوری، سیدسروش؛ نقی‌زاده، محمد؛ باقری مقدم، ناصر (1402). شناسایی موانع پیشروی تحول دیجیتال با استفاده از روش فراترکیب. مطالعات مدیریت کسب‌وکار هوشمند، 11(34)، 31-66.
خوئینی، سهیلا؛ نوروزی، علی؛ نقشینه، نادر؛ جوزی، زینب (1401). ترسیم نقشه هم واژگانی مدارک حوزه تحول دیجیتال متمرکز بر بخش دولتی. دانش شناسی، 15 (58)، 30-44.
راغبی، محمد؛ محمدی، حسن (1402). مدیریت تحول دیجیتال. تهران: به‌آوران.
رستگار، عباسعلی؛ ابراهیمی، سیدعباس؛ شفیعی نیک‌آبادی، محسن؛ کلاهی، بهاره (1401). معماری منابع انسانی هوشمند: رویکردی ساختاری بر تحول دیجیتال شرکت‌های دانش‌بنیان. نشریه مدیریت دولتی، 14(2)، 215-234.
زینالی ‌‌مغانلو، محمدرضا؛ منطقی، منوچهر؛ مدیری، محمود؛ مشبکی اصفهانی، اصغر (1401). ارائه مدل توسعه فناوری صنعت خودروسازی ایران مبتنی بر شبکه‌های همکاری مشترک‌. بهبود مدیریت، 16(2)، 65 – 95.
شیری، فاطمه؛ شامی زنجانی، مهدی؛ ابویی اردکان، محمد؛ شمس علییی، فریدون (1402). ملاحظات معماری سازمانی بانک‌ها در عصر تحول دیجیتال. پژوهشنامه پردازش و مدیریت اطلاعات، 38(4)، 1283- 1317.
فیروزبخت، عصام‌الدین؛ رضاییان، علی (1401). طراحی و تببین الگوی مفهومی تحول دیجیتال سازمان‌های پروژه‌محور صنایع نفت و گاز ایران. پژوهش‌های مدیریت در ایران، 26(4)، 1- 27.
کوشان، امیرحسین؛ ابراهیمی، سیدعباس (1400). مطالعه تطبیقی عوامل موفقیت در سیاست‌های بومی‌سازی صنعت خودرو. مدیریت کسب‌وکارهای بین‏المللی، 4(2)، 1-20.
منظمی، همایون (1400). راه‏کارهای انقلاب صنعتی چهارم و تکنولوژی بلاکچین برای مدیریت مؤثر کارکنان. برندآفرین، 2(3)،  110-123.
مهدی، حمیدی؛ قاضی نوری، سید سروش؛ نقی زاده، محمد؛ باقری مقدم، ناصر (1402). شناسایی موانع پیش روی تحول دیجیتال با استفاده از روش فراترکیب. مطالعات مدیریت کسب‌وکار هوشمند، 11(43)، 31 - 66.
وارث، سیدحامد؛ محمدیان، ایوب؛ کارگرشورکی، محمد (1402). نوآوری مدل کسب‌وکار پایدار در عصر دیجیتال مبتنی بر رویکرد قابلیت‌های پویا. مدیریت بازرگانی، 15(1)، 54-84.
 
References
 
AlNuaimi, B. K., Singh, S. K., Ren, S., Budhwar, P. & Vorobyev, D. (2022). Mastering digital transformation: The nexus between leadership, agility, and digital strategy. Journal of Business Research, 145, 636-648.
Amini, S., Ramezani, M., Beykzad, J. & Sangi Nourpur, A. (2022). Designing a model of sustainable development in Iran's automobile industry with the approach of the fourth industrial revolution. Strategic management in industrial systems, 17(61), 140-156.
(in Persian)
Azar, A. Gholamzadeh, R. (2019). Partial least squares. Tehran: Negha Danesh. (in Persian)
Bui, H. Q., Tran, H., Tu, H. T., & Nguyen, P. N. (2023). Advancement of Cloud-Based Accounting Effectiveness, Decision-Making Quality, and Firm Performance through Digital Transformation and Digital Leadership. Decision-Making Quality, and Firm Performance Through Digital Transformation and Digital Leadership, 13(3), 579-591.
Chandriah, K. K., & Raghavendra, N. V. (2019). Architectural framework for industry 4.0 compliance supply chain system for automotive industry. In Computer Science On-line Conference Springer Cham, 11(2), 107-116.
Chen, H. & Tian, Z. (2022). Environmental uncertainty, resource orchestration and digital transformation: A fuzzy-set QCA approach. Journal of Business Research, 139, 184-193.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business reseaICSh, 295(2), 295-33.
Creswell, J. W. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Devezas, T. & Sarygulov, A. (2017). Industry 4.0. Basel: Springer.
Dinçer, F. I., Bayram, G. E., & Altunoz, O. (2022). Fourth generation of rights and their reflections on human resources practices in tourism businesses. In Research Anthology on Human Resource Practices for the Modern Workforce (pp. 1390-1411).
Feliciano-Cestero, M. M., Ameen, N., Kotabe, M., Paul, J., & Signoret, M. (2023). Is digital transformation threatened? A systematic literature review of the factors influencing firms’ digital transformation and internationalization. Journal of Business Research, 157, 113546.
Firouzbakht, E., Rezaeean, A. (2022). Designing and Verifying the Conceptual Model of Digital Transformation in Project-Based Organizations of Iran's Oil and Gas Industry. Management Research in Iran, 26(4), 1-27. (in Persian)
Ghobakhloo, M. (2020). Industry 4.0, digitization, and opportunities for sustainability. Journal of Cleaner Production, 252, 119869.
Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The discovery of grounded theory; strategies for qualitative research. Nursing research, 17(4), 364.
Grybauskas, A., Stefanini, A., & Ghobakhloo, M. (2022). Social sustainability in the age of digitalization: A systematic literature review on the social implications of industry 4.0. Technology in Society, 70, 101997.
Gupta, R. (2023). Industry 4.0 adaption in indian banking Sector—A review and agenda for future research. Vision, 27(1), 24-32.
Habibi, A. & Jalalnia, R. (2023). Partial least squares. Tehran: Narun. (in Persian)
Habibi, A. (2015). Digital delivery. Parsmadir Marketing Quarterly, 1(1), 102-107. (in Persian)
Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), (2th ed.). Sage: Thousand Oaks.
Hamidi, M, Ghazinoori, S. S., Naghizadeh, M., Bagheri Moghaddam. N. (2023). Identifying Obstacles to Digital Transformation Using the MetaSynthesis Method, Journal of Business Intelligence Management Studies, 11(43), 31 -66. (in Persian)
Holsti, O. R. (1969). Content analysis for the social sciences and humanities, Reading, MA: Addison-Wesley.
Hosseinpourshal, M. (2022). Digital transformation in the banking system. Tehran: Naron Danesh. (in Persian)
Khoeini, S., Norozi, A., Naghshineh, N., Jozi, Z. (2022). Drawing a lexical map of documents in the field of digital transformation focused on the public sector. Epistemology, 15 (58), 30-44. (in Persian)
Konopik, J., Jahn, C., Schuster, T., Hoßbach, N., & Pflaum, A. (2022). Mastering the digital transformation through organizational capabilities: A conceptual framework. Digital Business, 2(2), 100-119.
Koshan, A. H. & Ebrahimi, A. (2021). A comparative study of success factors in localization policies of the automobile industry. International Business Management, 4(2), 1-20.
(in Persian)
Lin, D., Lee, C.K.M., Lau, H. and Yang, Y. (2018). Strategic response to Industry 4.0: an empirical investigation on the Chinese automotive industry. Industrial Management & Data Systems, 118(3), 589-605.
Monazami, H. (2021). Solutions of the fourth industrial revolution and blockchain technology for the effective management of employees. Brandafarin second period, 2(3), 110-123. (in Persian)
Raghebi, M. & Mohammadi, H. (2023). Digital transformation management. Tehran: Bahavaran. (in Persian)
Rastgar, A. A., Ebrahimi, S. A., Shafiei Nikabadi, M., & Kolahi, B. (2022). Smart Human Resources Architecture: A Structural Approach to the Digital Transformation of Knowledge-based Companies. Journal of Public Administration, 14(2), 215-234. doi: 10.22059/jipa.2022.338173.3101(in Persian)
Shiri, F., Shami Zanjani, M., Aboui-Ardakan, M. & Shams-Alai, F. (2023). Considerations of Banks' Organizational Architecture in the Era of Digital Transformation, Information Processing and Management Journal, 38(4), 1317-1283. (in Persian)
Strauss, A., & Corbin, J. M. (1997). Grounded theory in practice. Sage.
Vares, S. H., Mohammadian, A., & Kargar Shouraki, M. (2023). Sustainable Business Model Innovation in the Digital Age Based on the Dynamic Capabilities Approach. Journal of Business Management, 15(1), 54-84. doi: 10.22059/jibm.2021.323237.4116 Verma, A., & Venkatesan, M. (2021). Industry 4.0 workforce implications and strategies for organisational effectiveness in Indian automotive industry: a review. Technology Analysis & Strategic Management, 1-9.
Wanjale, K., Chitre, A. V., & Doshi, R. (2023). Opting for Industry 4.0: Challenge or Opportunity. In AI, IoT, Big Data and Cloud Computing for Industry 4.0 (pp. 3-20). Cham: Springer International Publishing.
Weber, E., Krehl, E.H., Büttgen, M. (2022). The Digital Transformation Leadership Framework: Conceptual and Empirical Insights into Leadership Roles in Technology-Driven Business Environments, Journal of Leadership Studies, 16(1), 6-22.
Xu, X., Lu, Y., Vogel-Heuser, B., & Wang, L. (2021). Industry 4.0 and Industry 5.0—Inception, conception and perception. Journal of Manufacturing Systems, 61, 530-535.
Zaoui, F., & Souissi, N. (2020). Roadmap for digital transformation: A literature review. Procedia Computer Science, 175, 621-628.
Zinali Moghanlou, M. R., Manteghi, M., Moderi, M., Moshabaki Esfahani, A. (2022). Presenting the technology development model of Iran's automotive industry based on joint cooperation networks.  Management improvement, 16(2), 65-95. (in Persian)
Industrial Management Journal
Volume 16, Issue 1
2024
Pages 148-174

Files

Share

How to cite

Statistics