طراحی مدل کسب‌وکار انطباقی با استفاده از مدل‌سازی ساختاری تفسیری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری بازاریابی بین‌الملل، دانشکده مدیرت و اقتصاد، دانشگاه تربیت مدرس

2 استاد گروه مدیریت بازرگانی، دانشکده مدیرت و اقتصاد، دانشگاه تربیت مدرس

3 دانشیار گروه مدیریت بازرگانی، دانشکده مدیرت و اقتصاد، دانشگاه تربیت مدرس

4 استاد گروه مدیریت صنعتی، دانشکده مدیرت و اقتصاد، دانشگاه تربیت مدرس

چکیده

 با توجه به توسعه تجارت بین‌الملل و حضور شرکت‌ها در بازارهای خارجی، ضروری است که شرکت‌ها برای موفقیت به تفاوت‌های محیطی بین کشورهای مختلف توجه کنند و کسب‌وکار خود را با شرایط خاص هر بازار هدف متناسب سازند. در این راستا، این تحقیق به دنبال دستیابی به مدل کسب‌وکار انطباقی جهت حضور موفق در بازارهای بین‌المللی بوده است. برای این منظور در گام اول عناصر تشکیل‌دهنده مدل کسب‌وکار انطباقی از ادبیات نظری (به روش مرور نظامند) و مصاحبه با خبرگان (تحلیل محتوا) شناسایی شد. خروجی این مرحله شناسایی بیست‌وشش شاخص در قالب هشت بعد اصلی بود. در گام بعدی به‌منظور برقراری ارتباط و توالی بین ابعاد و ارائه مدل ساختاری‌شان از روش مدل‌سازی ساختاری تفسیری بهره گرفته شد که در این روش براساس مُد نظرات خبرگان و تجزیه‌وتحلیل‌های صورت گرفته، مدل کسب‌وکار انطباقی برای صنعت غذایی احصا گردید. نتایج تحقیق بیانگر آن است که سه بعد استراتژی رقابتی، ساختار زنجیره ارزش بیرونی و ساختار زنجیره ارزش درونی هر شرکت پایه‌های بنیادین هر کسب‌وکار است که فرآیند انطباق‌پذیری عملاً از این سه بعد آغاز می‌شود و پس‌ازآن ارزش رقابتی ارائه‌شده، بستر ارائه ارزش و مشتری ابعاد دیگری است که متأثر از سه بعد اولیه بایستی با بازار هدف منطبق گردد و نهایتاً این فرایند انطباق‌پذیری به پیامدهای مالی و غیرمالی منجر می‌گردد.

کلیدواژه‌ها


عنوان مقاله [English]

Designing Adaptive Business Model Using Interpretive Structural Modelling

نویسندگان [English]

  • Hadi Bastam 1
  • Asghar Moshabaki Esfahani 2
  • Asadollah kordnaeij 3
  • Adel Azar 4
1 PhD Candidate in International Marketing, Faculty of Management and Economics, Tarbiat Modares University
2 Professor of Management, Faculty of Management and Economics, Tarbiat Modares University
3 Associate Professor of Management, Faculty of Management and Economics, Tarbiat Modares University
4 Professor of Management, Faculty of Management and Economics, Tarbiat Modares University
چکیده [English]

Due to the expansion of international trade and presence of companies in the foreign markets for exploitation of opportunities, it seems essential to take into account the differences among the markets and countries and adapt their businesses to the specific conditions of each target market. In this regard, this research aims to achieve adaptive business model to have an effective presence in the international markets. To this end, as the first step the components of adaptive business model were identified through a systematic review of literature and interviews with experts. The output of this stage was the identification of 26 indices in eight dimensions. As the next step, interpretive structural modeling method was applied to map the relations among the dimensions. The results indicated that the three dimensions of competitive strategy, internal value chain, and external value chain  are the building blocks of any business. The adaptation process starts from these three dimensions and the other factors including the proposed competitive value, value delivery context and customer should be later adapted to target markets. Eventually, the adaptive process leads to financial and non-financial consequences.

کلیدواژه‌ها [English]

  • Adaptive Business Model
  • Systematic Review
  • Content analysis
  • Interpretive Structural Modeling
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