Analysis of SMEs' perceptions of digital transformation and digital maturity in the process of creating competitive advantage using PLS-SEM

The process of accessing information, documents and papers has gained great speed and become much easier today compared to the past. This development has not only accelerated societies' transformation into knowledge societies, but also, particularly since the mid-20th century, led to the emergence of the concept of digitalization with major advances in information and communication technologies. Digitalization has begun to play a crucial role in reshaping the dynamics of the global business world and enhancing the competitiveness of enterprises. In this context, digital transformation and digital maturity directly impact not only the operational processes of businesses but also their ability to achieve sustainable competitive advantage in the long term. In this thesis, the perceptions of digital transformation and digital maturity concepts according to SMEs operating in Adana and Mersin regions were examined. To understand the direct and indirect impacts of digital transformation on the competitive advantage of SMEs, data was collected from 202 white-collar (professional groups that use their mental strength and perform managerial and administrative work in the business world) employees through both face-to-face and online surveys. The analytical method used in this study is Partial Least Squares Structural Equation Modeling (PLS-SEM), which is an effective technique in the literature for testing complex relationships in structural models. The analyses conducted using both SmartPLS and R programs yielded similar results. Both programs demonstrated similar outcomes in terms of model fit and the consistency of relationships between variables. According to the findings of the research, while digital transformation does not directly create a significant competitive advantage for SMEs, digital maturity, particularly through the dimensions of insight and culture, indirectly contributes to competitive advantage. Although digital transformation plays a crucial role in modernizing business processes and improving efficiency, the potential for SMEs to gain a competitive edge is limited if strategic vision and innovation processes are not managed correctly. Therefore, it is understood that digital transformation alone does not create a competitive advantage, and how businesses utilize these technologies is a decisive factor. Digital transformation has influenced competitive advantage through the insight and culture dimensions of digital maturity. The insight dimension is directly related to businesses' capacity to make strategic inferences from digital data. In this context, it has been determined that digital maturity enables businesses to develop stronger and more data-driven approaches in their decision-making processes, playing a critical role in gaining competitive advantage. Additionally, the adoption and support of digital culture within the organization contributes to accelerating innovative processes and enhancing the flexibility of businesses. In conclusion, the role of digital transformation in creating a competitive advantage for SMEs is directly related to how and to what extent these technologies are strategically utilized. Digital maturity, especially the dimensions of insight and culture, stands out as key factors in achieving competitive advantage, and it has been concluded that these elements need to be integrated into the strategic goals of businesses. This study emphasizes that effective management of digital transformation and maturity is essential for SMEs to become more competitive in their digitalization journey.