Identifying Strategies, Barriers, and Infrastructures for the Implementation of Digital Transformation in Shahrvand Chain Stores of Iran
Keywords:
Digital Transformation, Chain Store, Grounded TheoryAbstract
The present study aimed to identify the strategies, barriers, and infrastructures of digital transformation in Shahrvand chain stores in Iran. In terms of purpose, this research is applied; in terms of data type, it is qualitative; in terms of paradigm, it is pragmatic; and in terms of nature, it employs qualitative content analysis based on the grounded theory approach. The statistical population included theoretical experts (university professors in the field of commerce) and practical experts (relevant officials of Shahrvand chain stores). Based on the principle of theoretical saturation and using purposive sampling, 20 interviewees were selected. Data collection was conducted through semi-structured interviews, and the validity and reliability of the instrument were examined and confirmed. The method of data analysis was thematic analysis using Maxqda-V18 software. The findings revealed that the strategies include digital technologies and software, improvement of customer services, and organizational culture. The infrastructures include the digitization of processes and the analysis of logistics service quality. Finally, the barriers identified in the model include lack of financial resources, cultural and organizational resistance, and shortage of technical skills.
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Copyright (c) 2024 Seyed Reza Hadianfar (Author); Mohammad Malekinia; Mehran Khalaj, Ashraf shahmansouri (Author)
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