Designing a Digital Transformation Strategy Framework for the Road Freight Transportation Industry Focusing on Internet of Things Technology and Data Analytics

The current research aims to design the framework of the digital transformation strategy of the road freight transportation industry, focusing on Internet of Things technology and data analytics, and uses the research method of design science. This research is fundamental-applied in terms of data type, mixed in exploratory type; According to the time of data collection, it was cross-sectional and according to the method of data collection or the nature and method of the research, it was a survey. Data collection in the qualitative part was done with semi-structured interviews with 20 experts from universities and the road freight transportation industry of Iran who were selected using the purposive sampling method and the principle of saturation. A researcher-made questionnaire was used to collect data in quantitative part and the opinions of 170 employees of this industry who were selected using Cochran's formula and stratified sampling method were obtained. Data analysis was done in the qualitative part with Delphi technique, literature review and coding. In the quantitative part, inferential statistics, one-sample t-test, structural equation modeling, and SPSS and smartPLS software were used. The fifth step of the design science method was done by testing the designed strategy framework in a company in the relevant industry. The results showed that the digital transformation strategy includes two managerial and operational strategies. Also, the consequences, influencing factors, mechanisms, facilitators and obstacles were presented in this framework. Based on the results, among the components of the framework, management strategies need to be further strengthened.