أثر التحول الرقمي في تعزيز الميزة التنافسية المستدامة في المنظمات - دراسة تطبيقية على عينة من شركات الاتصالات العراقية

Abstract

This study sheds light on the impact of digital transformation on enhancing sustainable competitive advantage in Iraqi telecommunications companies. It analyzes the role of its various dimensions in supporting these companies' ability to achieve competitive superiority in a rapidly changing business environment. The study employed a descriptive-analytical approach, and data was collected via an electronic questionnaire distributed to a sample of 186 administrative leaders in four Iraqi telecommunications companies during the period 2024–2025. The results showed that the level of digital transformation in the studied companies was good, with an overall average of 4.03, while the level of sustainable competitive advantage was 3.91. The results also revealed a strong, positive correlation between digital transformation and sustainable competitive advantage (r = 0.874). Regression analysis indicated that digital transformation explains 78.4% of the variance in competitive advantage, reflecting its strong direct impact. The strategic and technological dimensions were found to be the most significant contributors to this impact, while the digital organizational culture had a weak statistical effect. The results also indicated differences between companies, favoring larger companies, in addition to a clear predictive relationship between the level of digital transformation and financial performance. The study confirms that digital transformation is no longer a technical option, but a strategic approach to building a sustainable competitive advantage based on the integration of technological infrastructure, human capabilities, and strategic directions