Thesis:

The Impact of Digital Business Strategy، Culture، Human Resources، IT Capacity on Digital Transformation and Corporate Performance (Case Study: Small and Medium Enterprises)

Abstract(include summary,goals,executive ways and results): Digital transformation has gained a lot of research interests both in academia and in practice. Digital technologies can create changes in a company's business model that lead to changes in products or organizational structures or processes. These changes can be seen in the increased demand for Internet-based media, which has led to a change in entire business models. The purpose of this research is to investigate the impact of digital business strategy, culture, human resources, IT capacity on digital transformation and company performance in small and medium-sized companies. Statistical data processing was done at the descriptive level with SPSS and at the inferential level using structural equations and SmartPLS3 software. The descriptive-survey and applied research method and the sampling method in this research is of the available type, which was collected from the employees and managers of small and medium-sized companies in Sabzevar city. The research tool was a standard questionnaire, which was finalized after modification and opinion of experts and university professors. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and the inferential test of the hypotheses showed that the capacity of information technology, the capability of human resources and the business strategy have an effect on the digital transformation, but the organizational culture does not have an effective effect on the digital transformation. Digital transformation has a positive and significant impact on innovation and company performance. Innovation affects the performance of the company. Among these four factors, the research findings confirm that the digital business strategy has the greatest impact on the company's digital transformation. Based on these findings, some specific consequences were suggested in order to make the company's performance more effective. Keywords: DAbstract(include summary,goals,executive ways and results): Digital transformation has gained a lot of research interests both in academia and in practice. Digital technologies can create changes in a company's business model that lead to changes in products or organizational structures or processes. These changes can be seen in the increased demand for Internet-based media, which has led to a change in entire business models. The purpose of this research is to investigate the impact of digital business strategy, culture, human resources, IT capacity on digital transformation and company performance in small and medium-sized companies. Statistical data processing was done at the descriptive level with SPSS and at the inferential level using structural equations and SmartPLS3 software. The descriptive-survey and applied research method and the sampling method in this research is of the available type, which was collected from the employees and managers of small and medium-sized companies in Sabzevar city. The research tool was a standard questionnaire, which was finalized after modification and opinion of experts and university professors. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and the inferential test of the hypotheses showed that the capacity of information technology, the capability of human resources and the business strategy have an effect on the digital transformation, but the organizational culture does not have an effective effect on the digital transformation. Digital transformation has a positive and significant impact on innovation and company performance. Innovation affects the performance of the company. Among these four factors, the research findings confirm that the digital business strategy has the greatest impact on the company's digital transformation. Based on these findings, some specific consequences were suggested in order to make the company's performance more effective. Keywords: Digital transformation, Human resource capability, Information technology capacity, Innovation, Performance. .

Keywords: Abstract(include summary,goals,executive ways and results): Digital transformation has gained a lot