Enhancing Digital Technology Capabilities to Improve Competitive Advantage in the Steel Production Industry: A Case Study of Baosteel in China

บทคัดย่อ

The steel industry, a cornerstone of global industrialization and economic development, stood at the precipice of a digital revolution. Traditional production methods, while having served the industry well for centuries, were increasingly challenged by the demands of a rapidly evolving market and the advent of the digital age, marked by the proliferation of technologies in the steel industry. Digital transformation was not merely a technological upgrade; it was a strategic imperative for steel manufacturers seeking to maintain their competitive edge in the 21st century. The objective of the research was to study the approaches to enhance the capabilities of digital technology to improve the competitive advantage in the steel industry, focusing on the case study of Baosteel. The research methodology employed qualitative research techniques. The sample consisted of 100 Baosteel employees using a purposive sampling method. The data collection instrument utilized an interview questionnaire, and the data analysis method was content analysis.
The results of the research revealed that the approaches to enhance the capabilities of digital technology to improve the competitive advantage in the steel industry included: Legacy systems (18%), which meant upgrading existing systems, modifying new systems, or integrating old systems with new systems to make the organization ready to support new technologies; Skills gap (16%), which meant the organization needed to continuously invest in developing the skills of employees to cope with changes and fully utilize new technologies; Data management (16%), which required organizations to have an effective data management system for data collection, storage, analysis, data security, and protection against cyberattacks; Resistance to change (14%) was also recognized as a continuing challenge, requiring clear communication and employee engagement. Opportunities related to digital transformation included increased efficiency (12%), improved product quality (9%), and cost reduction (8%). These were identified as key goals for organizations to focus on to enhance their competitiveness. The increasing importance of customer experience (5%) and new business models (3%) were also recognized, highlighting the need for differentiation and innovation. In summary, organizations involved in this type of industry could apply the research results and create opportunities to utilize technology to create competitive advantages, such as improving old systems with modern technology, developing employees' technological skills, and increasing the efficiency of the organization's information management to create efficiency in generating differences and innovations in seeking future organizational competitiveness.