Managing digital transformation inorganizations operating within the mediaindustry
Başlık çevirisi mevcut değil.
- Tez No: 719850
- Danışmanlar: DR. AMİT MİTRA
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2020
- Dil: İngilizce
- Üniversite: University of Warwick
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 79
Özet
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Özet (Çeviri)
Digital transformation (DT) is a way for an organisation to stay ahead of its competitors using technologies. The media industry has headed towards digital transformation due to the increasing competition created by new media and changing customer expectations. However, organisations that integrate digital transformation can succeed or fail, depending on their approach to DT. Therefore, this study is needed to understand the approach to be followed in digital transformation management by exploring the implications, challenges and possible consequences of DT in the media industry. This study was conducted within Turkey's national public broadcaster. Through 13 in-depth interviews with both TRT's employees and customers, the impact of digital transformation, the challenges faced in transformation, and the reasons behind these challenges were discovered. Thus, this study comprehensively discussed the effects of digital transformation from three angles; business model, operational processes and customer experience. As a result of the research, impact of DT on media is revealed as; decreasing the reliability of news, changing business processes, defining strategies and KPIs. On the other hand, according to the responses of the internal participants, undefined business rules, employee's lack of skills, lack of shared digital vision are obstacles to digital transformation. Thereby, an approach to mitigate those challenges and striking a balance in the management of digital transformation is presented. To create this balance, investment on leadership capabilities was found necessary in TRT. Based on the outcomes of the research propositions linking key variables have been articulated at the individual (micro), organisational (meso) and society (macro) level for leaders to integrate DT. Implications from these results indicate that, the increased trust of customers to new media at the macro level, defined business rules and processes at the meso level, improvement of IT skills of employees at the micro-level is found critical for digital transformation to be effectively managed.
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