THE SHIFT TOWARDS DIGITAL LEADERSHIP AS A STRATEGIC OPTION TO ENHANCE DIGITAL MATURITY AT OOREDOO ALGERIA: A STUDY BASED ON THE WESTERMAN MATRIX AND COLLEAGUES
Abstract
Digital leadership plays a vital role in enhancing digital maturity in the business sector in Algeria by relying on digital technologies and adopting electronic communication methods within its institutions, especially economic ones. This approach raises the level of digital maturity by increasing operational efficiency and improving productivity, enabling them to reach new markets and expand their business through e-commerce and online marketing. Additionally, digital leadership enhances communication and collaboration within the organization, contributing to better information management and increasing data availability for improved decision-making. Moreover, digital technologies can also bolster research and development processes and encourage innovation in Algerian companies, leading to greater success and increased competitiveness on both national and international levels. This study employs a case study methodology, deemed most suitable for the research topic. Semi-structured interviews and the Westerman Matrix were selected to analyze the digital maturity level in some branches of Ooredoo in eastern Algeria, which were chosen as the focus of our study. The results indicate that Ooredoo does not possess a high level of digital maturity, despite having transformative digital leaders. However, it needs to optimally utilize the available technology to develop work methods and create differentiation and added value. Therefore, enhancing its digital maturity requires supporting digital leadership values of participation and collaboration with employees to create an organizational environment that promotes digital transformation goals and encourages the acceptance of change as part of the organizational culture by adopting modern technologies and striving to master them.
References
Ahmad, B. M. (2014). Scientific research methods in media and communication sciences. Algeria: National Office of University Publications.
Alami, H. (2013). The role of investment in information and communication technology in achieving sustainable development : A comparative study between Malaysia, Tunisia, and Algeria (Doctoral Thesis). Ferhat Abbas University, Setif, Algeria.
Algeria, O. (2024). About Us. Retrieved from https://www.ooredoo.dz/en/about-us
Boulto, C. (2021, June 18). IT leadership. Retrieved August 12, 2024, from CIO: https://www.cio.com/article/236822/digital-transformation-examples.html
Capgemini Consulting. (2017). The digital advantage : How digital leaders outperform their peers in every industry. Retrieved January 12, 2020, from https://www.capgemini.com/wp-content/uploads/2017/07/The_Digital_Advantage__How_Digital_Leaders_Outperform_their_Peers_in_Every_Industry.pdf
Ho, J. C., & Chen, H. (2018). Managing the disruptive and sustaining the disrupted : The case of Kodak and Fujifilm in the face of digital disruption. Review of Policy Research, 35 (3), 352-371.
Kane, G. C., Palmer, D., Phillips, A. N., & Kiron, D. (2015). Strategy, not technology, drives digital transformation. MIT Sloan Management Review.
Mohamed Tawfiq, W. (2016). Human resource development in the digital environment : A study of socio-technical dimensions - The case of the Security Directorate of Biskra Province (Doctoral Thesis). Mohamed Khider University, Biskra, Algeria.
OECD. (2018). OECD Digital Government Studies. Paris : OECD Publishing. https://doi.org/10.1787/9789264298729-en
Oliver, K. (2017). It’s not about technology : People side of digitization. In G. Oswald & M. Kleinemeier (Eds.), Shaping the digital enterprise : Trends and use cases in digital innovation and transformation (pp. 69-108). Springer International Publishing.
Ooredoo, G. (2024). Our Story. Retrieved from https://www.ooredoo.com/en/about-us/our-story
Oswald, G., & Kleinemeier, M. (2017). Shaping the digital enterprise : Trends and use cases in digital innovation and transformation. Switzerland : Springer International Publishing. https://doi.org/10.1007/978-3-319-40967-2
Ouman, M. T. (2016). Human resource development in the digital environment – A study of socio-technical dimensions : The case of the Security Directorate of Biskra Province (Doctoral Thesis). Mohamed Khider University, Biskra, Algeria.
Rabah, M. A. (2010). Information Economy. Amman : Dar Al-Safa Publishing and Distribution.
Talib, M. Z. (2015). The study population and types of samples. Retrieved from https://ejtema3e.com/works-by-others/
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889-901.
Westerman, G. (1984). Risk analysis and the project manager. IEEE Software, 1 (6), 61-67.
Westerman, G. (2001). The Westerman Matrix : A tool for risk analysis and management. Journal of Systems and Software, 57 (1), 11-18.
Westerman, G., Bonnet, D., & McAfee, A. (2014). Digital transformation: Survive and thrive in an era of mass extinction. Harvard Business Review Press.
Westerman, G., Bonnet, D., & McAfee, A. (2014). Leading digital : Turning technology into business transformation. Harvard Business Review Press.
Westerman, G., Tannou, M., Bonnet, D., Ferraris, P., & McAfee, A. (2017). Capgemini Consulting. The digital advantage : How digital leaders outperform their peers in every industry*. Retrieved August 13, 2024, from https://www.capgemini.com/wp-content/uploads/2017/07/The_Digital_Advantage__How_Digital_Leaders_Outperform_their_Peers_in_Every_Industry.pdf
Yakeshi, Y. (2018). The digital revolution and business behavior : The case of Kodak versus Fujifilm. Journal of Enterprises et Histoire, 90, 37-50.
Views:
58
Downloads:
46
Copyright (c) 2024 Belmir Sara, Saadi Wahida
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles are published in open-access and licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0). Hence, authors retain copyright to the content of the articles.
CC BY 4.0 License allows content to be copied, adapted, displayed, distributed, re-published or otherwise re-used for any purpose including for adaptation and commercial use provided the content is attributed.
