Interpretive structural model of drivers of Business Development in Iran: Leveraging AI-Based Digital Platforms

Document Type : Research Paper

Authors

1 Imam Khomeini international university, Qazvin, Iran

2 faculty of management and accounting , college of Farabi, university of Tehran, Qom, Islamic Republic of Iran.

3 Ph.D. Candidate in Futures Studies, Faculty of Social Sciences, Imam Khomeini International University, Qazvin, Iran.

4 PhD Student,Faculty of Management, university of Tehran, Iran

Abstract

Purpose: The aim of this study is to model the drivers shaping the development of businesses in Iran. We seek to understand the factors and drivers that have a potential impact on business development through the use of digital platforms based on artificial intelligence. This research attempts to provide guidance by analyzing these drivers, enabling businesses to consider improvements and developments using modern technologies and artificial intelligence.
Method: The research methodology is of an exploratory mixed type. The theoretical population includes experts experienced in business, digital platforms, and artificial intelligence, and 20 of these experts were selected through purposive sampling. Initially, a literature review identified influential factors in business, focusing on digital platforms and artificial intelligence. Subsequently, through binomial tests and interpretive structural modeling, the influential factors were confirmed, ranked, and their interrelationships defined. Tools used included questionnaires and standardized pairwise comparison tests, validated and reliability-tested according to expert opinion and paired sign tests.
Findings: The drivers of smartization (A2), business transformation and productivity enhancement (A12), and sustainable production and pollution control (A19) have a higher impact and influence than other drivers and will play a significant role in the future of digital business.
Conclusion: This research demonstrates that the development of businesses utilizing digital technologies and artificial intelligence can be enhanced in the future. Smartization, business transformation, and sustainable production are among the macro factors that will significantly impact the future of businesses. These drivers can provide effective strategies for economic and social transformations in Iran.

Keywords

References

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Journal of Iran Futures Studies
Volume 9, Issue 1 - Serial Number 12
September 2024
Pages 56-92

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