A qualitative investigation of the role of digitalization in transforming the business model and improving the performance of Petroliam Nasional Berhad (Petronas) in Malaysia

Bin Che Hasni, Hasnorizal (2023) A qualitative investigation of the role of digitalization in transforming the business model and improving the performance of Petroliam Nasional Berhad (Petronas) in Malaysia. Doctoral thesis, University of Wales Trinity Saint David.

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Digitalization is at the epicenter of the oil and gas industry's business models. It has reshaped the business landscape of global energy companies by transforming the business into a digital model with technology platforms to increase overall sales, branding, and market presence. Unfortunately, the current studies do not sufficiently investigate the role of digitalization in the oil and gas industries. There are gaps to be filled in the business model that has been infused with digitalization to improve business performance. Thus, this study aims to explore the roles of digitalization on the business model referencing Business Model Canvas and the performance of the PETROLIAM NASIONAL BERHAD (PETRONAS) from a strategic management perspective. The researcher chooses the qualitative research design by exploring a case study approach to get the study's research questions and objectives. The researcher conducted semi-structured interviews with eight (8) executive leaders of the PETRONAS group of companies representing various business streams within PETRONAS. The data were transcribed and analyzed using the themes and subthemes. The findings revealed that the business model positively influences PETRONAS’s performance. In this first theme, most participants stated that the business model enables PETRONAS to meet its targets, increase revenue, and minimize impairments. The second theme focused on the importance of the business model infused by digitalization on PETRONAS’s business performance, leading to three subthemes: efficient, competitive, and optimize, where digitalization may help PETRONAS generate new revenue streams. It also enables sustainable business by leveraging digitalization, redirecting resources to other value-added activities, and transparency. In short, most participants said that digitalization had improved PETRONAS' business performance, as reflected in their financial year 2020 and 2021 reports. PETRONAS's single unified business model was the final theme, which spawned three (3) subthemes focusing on environmental, socio-economy, and health and safety. These subthemes indicated that PETRONAS should incorporate ecological, socio-economy, and health and safety elements into its business model to ensure its sustainability. Aside from that, most participants also cited that culture, change, and digitalization act as enablers and catalysts to the business model in propelling PETRONAS's performance to greater heights where it creates an innovative and strategic workforce. The outcomes of this study contributed to various ways to theoretical ideas. Understanding and identifying the post-digitalization infusion and its roles contribute significantly to the formulation of a single unified business model for PETRONAS’ performance by highlighting the critical elements that PETRONAS must consider and the business model building blocks. On the other side, this research had practical ramifications since the conceptual framework produced according to the results was used to propose a single unified business model for improved business performance.

Item Type: Thesis (Doctoral)
Subjects: H Social Sciences > HD Industries. Land use. Labor
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: Theses and Dissertations > Doctoral Theses
Depositing User: Lesley Cresswell
Date Deposited: 03 May 2023 08:40
Last Modified: 03 May 2023 08:40
URI: https://repository.uwtsd.ac.uk/id/eprint/2390

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