عنوان مقاله [English]
The authors believe that in a world moving towards sustainable development, sustainability is a winning strategy for business success (Francischelli, Santro and Candello, 2018). Therefore, introducing the business model of sustainable cloud services is one of the ways that can help companies in the cloud services industry to use this model and optimize it with their conditions and facilities to form their competitive advantage and in regional, national supply. And even compete internationally. Therefore, this research provides a framework that helps cloud service industry managers to identify a sustainable business model suitable for their collection to strengthen their competitiveness in the market and also to develop competitive advantages and achieve optimal productivity. Cloud service businesses also need to identify key areas for focus management to improve in order to move towards sustainability, thus saving time and money on the one hand, and a competitive advantage among competitors that the number of competitors in the field of cloud services businesses as a whole. Increasingly growing, achieve. Therefore, to achieve this goal in this study, by identifying the main areas of focus of cloud service business management according to macro policies and specific conditions in Iran (socially, economically, politically, etc.) can be a way for people interested in creating employment in the field. Provide cloud services. Also, considering that no research has been done in Iran on designing a sustainable cloud services business model, enriching the literature on this new topic in Iran can be another motivation for this research. After designing a sustainable cloud services business model, it recognizes the current situation of cloud services businesses in Iran and provides policy recommendations and solutions to move these businesses towards sustainability. On the other hand, people's awareness of corporate environmental performance is growing today, and in order to compete effectively in global markets, companies around the world must provide environmental sustainability in their business strategies and models.
One of the growing areas of Internet-based activities, both in the market and in people's personal lives, is cloud computing. Cloud service is an emerging technology that has attracted a lot of attention around the world in recent years, and this technology provides services through the Internet. The main purpose of this study is to design a conceptual model of sustainable cloud services business. Therefore, researchers in this study, using the qualitative research method and grounded theory strategy, have identified important factors and components related to the phenomenon of sustainable cloud businesses. After conducting 18 in-depth interviews with experts and specialists in the field of cloud services and sustainable development, 207 codes were floated in the open coding stage and 5 economic, social, and environmental, governance and ethical components were obtained in the central coding stage. Also in the selective coding phase, the 9 components of the Osterwalder business model, including customer segmentation, value proposition, customer relationships, distribution channels, key resources, key activities, revenue streams, cost structure and key partners linked to the five Identified component in axial coding phase and eventually a sustainable cloud services business model emerged.