Identifying of Digital Business Strategy Dimensions to enter international markets

Document Type : Original Article

Authors

1 Ph.D. Candidate in international Marketing Management, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan university

2 Faculty of Business Management,, Department of Studies in Economics, Management and Administrative Sciences, Semnan University, Semnan. iran

3 FACULTY OF economics management and administrative sciences Semnan university

4 Associate Professor, Faculty of Business Management, DoS in Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran

Abstract

Nowadays, in keeping with the recent marketing developments, the significance of information technology and digital tools and the primary issue of marketers in a way to select the right strategy to go into and formulate strategies to enter international markets based on digital tools, particularly cloud computing, is not hidden. Therefore, the purpose of this study is to identify the dimensions and indicators of digital business strategy (DBS) for entry to international markets based on the cloud computing paradigm. The method of the present study is descriptive-exploratory. First, by reviewing the researches, a questionnaire of the identified criteria based on the documentary content analysis methodology was provided to the experts. After identifying the dimensions and indicators of the research, the research model received the opinion of 15 experts (experts in the field of digital, marketing and cloud computing) exploitation multi-criteria decision-making techniques including Step-wise weight assessment ratio analysis (SWARA) and gray Aras method were weighted and prioritized. Findings obtained from both methods indicate that the scope of DBS - digital architecture, DBS Resources - digital architecture, the scope of DBS - digital business model, DBS Resources - Digital Business Model and Speed of DBS - Business Dynamics were the first to fifth priorities, respectively. Based on the calculated weights, the most important dimension of DBS is digital architecture, then business dynamics, digital business model and information management.

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Main Subjects

References

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  • Receive Date: 05 September 2021
  • Revise Date: 25 September 2021
  • Accept Date: 19 October 2021

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