Innovative design of digital transformation model

The food packaging industry has been investigated as a case study in this study.The present study was conducted based on interpretive philosophy and with an inductive approach. Also, the present study is an applied-developmental study in terms of objective, and it is a non-experimental (descriptive) research in terms of data collection method. A qualitative research design was used to achieve the research objective. In this study, population includes professors of management and food industry managers. Purposeful sampling (snowball method) was used and theoretical saturation was achieved with 20 participants. The participants of this research include theoretical experts (university professors) and experimental experts (food industry managers). A semi-structured interview and a decision matrix-based questionnaire were used to collect data. The results of qualitative coding were validated with the Holsti method (0.717) and Cohen's Kappa (κ) (0.659). The validity of the questionnaire was confirmed by the formal method and the reliability of the questionnaire was also confirmed by estimating the internal correlation coefficient (0.815). Analysis and coding of the text of the interviews was done using the theme analysis method in MaxQDA 20. Also, structural-interpretive modeling method and MicMac can be used to determine relationships between constructs and model design in the second part. According to the results, the investigated factors and components were grouped in seven levels. These components are: Level 7 components including business resources, digital transformation leadership and digital/sustainable foresight, Level 6 components, including digital/sustainable innovation strategies, the components of level 5, including the use of new technologies in processes and operations, core digital/sustainable capabilities, and employees' digital experience, level 4 components of the model, including a new approach to food packaging industry processes, improving sustainable food packaging functions, and designing innovative food packaging, the level 3 components, including the alignment of the digital/sustainable innovation strategy with Digital/Sustainable Capability and Business Sustainability in the Digital Age, the level 2 components, including the component of improving customer experience (digital/sustainable), and finally, the “consequences of digital transformation” component with an sustainability-driven innovation approach in the food industry.