Leveraging Digital Transformation in Human Resource Management to Enhance Innovation and Support Sustainable Competitive Advantage: A Case Study of ALLAL.TPL Company

Abstract

This study aims to analyze the role of digital transformation in human resource management (e-HRM) as an entry point for enhancing sustainable innovation and achieving sustainable competitive advantage in organizations, with a case study of the company ALLAL.TPL. The research seeks to identify how the adoption of digital technologies in HR practices contributes to improving efficiency, innovation capability, and long-term competitiveness. Using a quantitative analytical approach, data were collected through a structured questionnaire distributed to managers and employees within the company. The study employs the Structural Equation Modeling (SEM) method using Partial Least Squares (PLS) to test the proposed hypotheses and examine the causal relationships among variables. The results reveal a positive and significant relationship between e-HRM practices and both sustainable innovation and sustainable competitive advantage. Furthermore, findings confirm that digital transformation in HR enhances organizational agility and knowledge sharing, which in turn fosters innovation performance. The study concludes that integrating digital technologies into HRM processes represents a strategic lever for achieving higher efficiency, innovation, and competitiveness in the long run. This research provides valuable insights for decision-makers seeking to implement digital transformation strategies within human resource systems to build a resilient and innovative organizational environment.