Strategic adaptation promotes digital transformation in the oil and gas sector evidence from Manaseer Company in Jordan

This study aims at exploring the impact of strategic adaptation on digital transformation in the oil and gas industry specifically within the case of Manaseer Oil and Gas Company in Jordan. The study adopts a perspective of strategic adaptation as a multidimensional capability of an organization, in accordance with the dynamic capabilities theory and contingency theory, which considers strategic adaptation as an ability of an organization to embrace strategic change, interact with environment, and maintain strategic coherence. Digital transformation is explored in four aspects: technology adoption; strategy and business models; corporate culture and human resources; business processes. The quantitative research design has been used, and a structured questionnaire was used for data collection, which was distributed to the employees in the administrative units of Manaseer Oil and Gas Company. 211 valid questionnaires were analysed and the analyses were carried out by using the partial least squares structural equation modelling (PLS-SEM) technique by SmartPLS 4 software. The results demonstrate that strategic adaptation is highly positive and statistically significant in overall digital transformation. The results also validate the high-impact positive effects on all four dimensions of digital transformation. The coefficient for business processes was the highest but the differences between the dimensions were very slight. The study enriches the field of strategic management and strategic digital transformation literature by showing the importance of strategic adaptation in the digital transformation of a traditional industrial environment.