Providing a dynamic model for the continuity of digital technologies in innovative businesses (startups)

Purpose: In the new era of digital economy, businesses face increasing competition and extensive opportunities. Meanwhile, many traditional businesses are following the digitization journey towards more digital business models and are looking forward to implementing digital technologies in every function of their operations. Many startups are also trying to use advanced technologies, solve problems Economically, startups not only create many products to make life better, but also help provide many job opportunities in promoting economic growth. Therefore, this research has been done with the motivation of providing a dynamic model for the continuation of digital technologies in innovative businesses (startups).

Method: This research is qualitative in terms of approach and applied-descriptive in terms of purpose, the research strategy is data-based, which is based on the constructivist approach (Charms) to form the theory. Interview of experts in the field of innovative businesses (startups) The statistical population includes experts and experts and entrepreneurs in the field of innovative businesses (startups), of which 10 people participated in the research through theoretical sampling through semi-structured in-depth interviews. The number of samples follows the rule of saturation. In order to ensure complete and comprehensive data acquisition and not to lose the basic dimensions of the research, a predetermined framework including three questions for experts was used as an interview guide. It should be mentioned that after each interview and data analysis, the cases that needed more reading were asked in the interviews and the interview questions were adjusted accordingly. The content of all the interviews is documented and recorded in the form of guide notes. The method of two coders was used to calculate the reliability, which is equal to 78%. Considering that the reliability level is more than 60%, the coding reliability was confirmed and it can be claimed that the reliability level of the current interview analysis is appropriate. Finally, to prove and confirm and rank the proposed components, Shannon's entropy statistical method was used based on expert opinion.

Findings: After analyzing the data, a dynamic model of the continuation of digital technology in innovative businesses or startups was developed, which includes the following components: requirements (market changes, globalization, new norms of the workplace), background conditions (internal and external stimuli and initiatives of change and transformation), intervening factors (organizational-cultural obstacles and lack of technological capabilities), strategies (survival strategy, integration strategy and research and development), consequences (creating society network, digital leadership, positioning in the market, increasing agility and creating data-driven marketplaces. Finally, after finishing the analysis on the qualitative data, the codings should be presented in the form of a model. A model that explains The creator of cause and effect relationships and identifies important and outstanding categories. Since Charms does not provide a pre-defined model and leaves this work entirely at the discretion of the researcher, based on Researcher's opinion A model that is a correct explanation for expressing the relationships between categories was developed.

Conclusion: Digital technologies facilitate the development of relationships between different actors that interact dynamically to carry out business processes and innovation. This means that the dissemination of digital technologies has provided new possibilities for the development of innovative businesses using the lever of cooperation. Hence, in new and dynamic markets, startups must be the first to identify and explore the opportunities offered by digital technologies, especially with regard to launching a new venture. Therefore, digital technologies are an important business channel for startups in various fields, such as new product development, innovation of existing products or processes, market analysis and customer needs and satisfaction. As a result, our results help to better understand the nature of digital technology revealed in innovative businesses and provide a tool for business model innovation. Considering the opportunities that this study opens up, it will open an interesting line of research based on an in-depth investigation by conducting systematic or more targeted experimental studies.