Comprehensive Evaluation of Digital Strategies and Its Impact on Company Performance

Digitalization and digital transformation have garnered sustained interest and fascination among academics and business practitioners alike. The recent surge in the adoption of digital technologies and innovations across diverse organizations has elevated these topics to the forefront of discussions surrounding strategy, organizational dynamics, and the management of digital platforms. This rapid adoption has empowered fashion companies to enhance operational efficiency while nurturing environmental consciousness. To address existing research gaps, this study extends its scope to underexplored fashion industry, encompassing companies of varying sizes, both local and multinational, and under different ownership structures. The overarching objective is to provide a comprehensive evaluation of the implementation of digital strategies and their subsequent impact on company performance. This research constructs an integrated model that combines insights from strategic management and organizational capability disciplines, drawing inspiration from the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Resource-Based View theory. The proposed research model aims to offer a cohesive, efficient, and structured framework that transcends fragmentation, facilitating the development of digital platforms. By embracing diverse contextual settings, this study endeavors to provide nuanced and universally relevant insights, thereby enriching the practical implications for businesses across diverse sectors. As organizations navigate the complex landscape of digital transformation, these insights hold potential for guiding effective strategy formulation and implementation.