The Impact of Strategic Foresight on Reducing Digital Disruption: A Survey Study of the Opinions of a Sample of Asiacell Employees in Najaf Governorate

Abstract

 The purpose of this study is to examine the effect of strategic foresight of future customers in reducing digital disruption, thereby enhancing organizational adaptability to the dynamic digital environment. The study was applied to a population of 203 employees working in wholesale and retail mobile phone stores in Najaf, from whom 144 questionnaires were retrieved, and 141 were valid for analysis. The researchers employed a structured questionnaire as the primary tool, covering three dimensions: respondents’ general information, strategic foresight of future customers, and digital disruption. Data were analyzed using SPSS V.26, Smart PLS V.24, and AMOS, supported by a set of statistical techniques to test the research hypotheses.

The findings revealed that strategic foresight plays a vital role in understanding future customer behavior and anticipating their needs, which strengthens the accuracy and flexibility of marketing and technological decisions. Furthermore, results highlighted the importance of top management’s awareness of the integration between strategic foresight and digital transformation, emphasizing that transformation should not be limited to technology but must also consider market dynamics and future customer behavior.