Towards an Adaptive Strategic Model for Website Management in the Era of Digital Transformation
Purpose: The purpose of this study is to present a comprehensive strategic management model for website governance in the context of digital transformation. The research aims to identify best practices, category-specific management patterns, and key user-oriented factors influencing website effectiveness across industries. Design/Methodology/Approach: A mixed-method design was adopted, combining multiple case studies of ten diverse websites with a quantitative survey of IT professionals. The collected data were analysed using multi-criteria analysis and hierarchical cluster analysis to evaluate inter-category differences and determine the relative importance of technological and usability factors. Findings: Results demonstrate that security and functionality are the most influential factors shaping user experience, while the absence of structured web governance leads to operational inefficiencies and weaker competitiveness. The research culminates in a strategic website management model capable of adapting dynamically to user needs through a technological decision engine. Practical Implications: Implementing the proposed model enables organisations to align their digital presence with user expectations and industry-specific requirements, enhancing service quality, competitiveness, and user satisfaction. Originality: The study provides an empirically validated framework integrating governance, technology, and user experience, offering a novel, adaptive approach to website strategy development supported by real-time analytics.