Design and Development of an Online Business Flexibility Model Based on the Role of Digital Capability Mechanisms

Abstract

In today's world, rapid technological changes and evolving market demands require businesses to be more flexible. In this context, the use of digital technologies as a tool to enhance business capabilities plays a critical role. This research demonstrates that digital-based mechanisms, such as customer management systems, data analytics, and digital marketing, can help businesses adapt to environmental changes and maintain competitiveness. This study examines the role of digital capability mechanisms in enhancing the flexibility of online businesses. The present research is qualitative in nature and is conducted based on a meta-synthesis approach. In line with the research objective, 226 studies related to the research topic were reviewed based on the Sandelowski and Barroso model. The research population includes all articles published in ISI journals, books, and related domestic and international dissertations on the topic of innovation in the startup domain during the period from 2000 to 2023. The results of the research indicate that strengthening these mechanisms increases businesses' ability to face crises and leverage new opportunities. These mechanisms, by improving decision-making processes, increasing operational efficiency, and optimizing customer experiences, strengthen organizational flexibility. The research findings suggest that businesses that effectively utilize these digital mechanisms, in general, confirm the importance of investing in digital capabilities as a key factor for increasing flexibility and long-term business success.