The Role of Implementing The Digital Strategy In Strengthen Organizational Performance - a Study Of The Opinions Of a Sample Of Workers In Telecommunications Companies In Nineveh Governorate

The research aims to know the impact of the digital strategy (cloud computing, the Internet of Things, social media, and big data) in organizational performance (financial performance, customer-market, internal operations, learning and growth) among a sample of employees at Asiacell Company, as it was distributed ( 256) questionnaire forms, and the data was analyzed using the following statistical programs (SPSSV.24) and (AMOSV.24), and testing the research hypotheses. The researcher reached a number of conclusions, the most important of which is the existence of a significant impact of the digital strategy on the organizational performance of the company under study, and based on the conclusions reached To her, the researcher presented a number of suggested recommendations, the most prominent of which was emphasizing the necessity of expanding the contents of the digital strategy, and trying to implement it to integrate with each other in a way that reflects positively on the reality of the work of the researched company, in addition to the necessity of increasing senior management’s awareness of their company’s performance levels, and trying to implement more There are common models for measuring it, in line with the nature of the work of the company under investigation. The literature has shown that there is a knowledge gap in explaining the relationship between digital strategy and organizational performance in organizations in general. Keywords: digital strategy, organizational performance, Asiacell company