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

Purpose: In the new era of the digital economy, businesses encounter heightened competition and a wealth of opportunities. Meanwhile, many traditional businesses are embarking on a digitization journey toward more digital business models and are eager to implement digital technologies across all functions of their operations. Many startups are leveraging advanced technologies to address problems economically. These startups not only develop innovative products that enhance quality of life but also create numerous job opportunities, thereby contributing to economic growth. Therefore, this research was conducted with the aim of developing a dynamic model to support the ongoing integration of digital technologies in innovative businesses, particularly 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 for the ongoing integration of digital technology in innovative businesses and startups was developed. This model encompasses the following components: 1. Requirements: Market changes, globalization, and new workplace norms.
2. Background Conditions: Internal and external stimuli, as well as initiatives for change and transformation. 3. Intervening Factors: Organizational and cultural obstacles, along with a lack of technological capabilities. 4. Strategies: Survival strategies, integration strategies, and research and development initiatives. 5. Consequences: The creation of social networks, digital leadership, market positioning, increased agility, and the establishment of data-driven marketplaces. Finally, after completing the analysis of the qualitative data, the coding should be presented in the form of a model. This model should elucidate the creator of cause-and-effect relationships and identify significant and noteworthy categories. Since Charms does not offer a predefined model and leaves this task entirely to the discretion of the researcher, a model was developed based on the researcher's perspective that accurately represents the relationships between the categories. 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 enable the development of relationships among various stakeholders who interact dynamically to execute business processes and foster innovation. This indicates that the diffusion of digital technologies, which facilitate collaboration, has created new opportunities for the development of innovative businesses. Therefore, in new and dynamic markets, startups must be the first to identify and capitalize on the opportunities presented by digital technologies, particularly concerning the launch of a new venture. Therefore, digital technologies serve as a crucial business channel for startups across various sectors, including new product development, innovation of existing products and processes, market analysis, and understanding customer needs and satisfaction.