فرهاد مهرابی

Abstract

This research sought to examine and simulate the Value Creation process in Digikala's digital transformation through a Systems Dynamics methodology. This study aimed to evaluate the long-term effects of digital policies on organizational performance by identifying key variables and examining their complex interrelations. The study utilized a mixed-methods approach, gathering data via expert interviews and dynamic simulations with Vensim software. The theoretical framework was based on systems dynamics concepts, facilitating the prediction of future changes and trends for enhanced management.

The constructed model consisted of five essential subsystems: value Creation, data process, data storage, talent, and technology value. Research indicated that elements such as innovation, customer demand, advancements in technology infrastructure, and operational process efficiency were crucial in augmenting the efficacy of digital transformation and customer experience. Analyses of many scenarios revealed that teamwork, customer demand, and entrepreneurship had the most substantial impact on value generation. The sensitivity analysis of the model revealed that slight alterations in specific critical variables could yield significant impacts on the system. A significant discovery was a progressive reduction in the value generation rate after roughly two years in the long run, ascribed to the saturation of certain variables and the decreasing efficacy of existing strategies. These results highlight the necessity of ongoing policy evaluation and the use of adaptable management strategies.

This research offers a realistic framework for understanding and managing the complexity of digital transformation, aiding Digikala's management and comparable firms in developing more effective strategies. The systems dynamics model functions as an effective instrument, providing critical insights for decision-making and attaining sustained competitive advantage. This research underscores the significance of these models in recognizing innovation prospects, bolstering organizational competencies, and improving efficiency and sustainable development.

Keywords: Digital Transformation, Value Creation, System Dynamics, Digikala.