A Case Study of the Impact of Digital Transformation Strategies on Export Performance of Haifeng Machinery

Abstract

In an increasingly digitalized global business environment, manufacturing firms must adopt comprehensive digital transformation strategies to enhance their export performance and sustain competitiveness in international markets. This study aimed to examine the impact of IT infrastructure investment, process automation, and datadriven
decision-making on the export performance of Haifeng Machinery, an exportoriented manufacturing firm. The study was guided by the Dynamic Capabilities Theory, which emphasizes a firm’s ability to integrate, build, and reconfigure resources to respond rapidly to changing market conditions.
This research employed a quantitative approach using a structured survey questionnaire to collect data from 266 managerial-level employees directly involved in digital transformation initiatives and export operations of Haifeng Machinery. The sample was selected using purposive sampling to ensure that respondents possessed relevant knowledge and experience. Data were analyzed using descriptive and inferential statistics, including Pearson’s correlation and multiple regression analyses, to determine the relationships between the independent variables and export performance. Cronbach’s alpha and KMO tests were used to validate the reliability and adequacy of the data.
The findings revealed that all three independent variables had significant positive impacts on export performance, with data-driven decision-making emerging as the most influential factor (β = 0.387, p < 0.01), followed by IT infrastructure investment (β = 0.314, p < 0.01) and process automation (β = 0.279, p < 0.01). The combined effects of these variables explained approximately 52.1% of the variance in export performance (R² = 0.521, p < 0.001). These results suggest that digital transformation strategies are critical for optimizing export operations, enhancing customer satisfaction, and maintaining a competitive edge in international markets.
The study highlights the strategic importance of IT infrastructure, automation technologies, and data analytics capabilities in enhancing export performance for manufacturing firms. It is recommended that Haifeng Machinery prioritize investments in these areas to leverage their combined benefits effectively. Future research should explore the impact of digital transformation strategies across different industries and consider the role of external factors such as government policies and trade regulations.
By adopting an integrated approach to digital transformation, manufacturing firms can significantly enhance their export success and sustain long-term competitiveness.

Keywords: IT infrastructure investment, process automation, data-driven decisionmaking, export performance.

6317195803 Gao Chuanfeng, 2568 (2025). Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), A Case Study of the Impact of Digital Transformation Strategies on Export Performance of Haifeng Machinery, นำเสนอในที่ประชุมวิชาการ (Conference), Conference proceeding IIARP International Conference, Abstract Proceedings Series, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย