ORIGINAL_ARTICLE
مدیریت دانش مشتری و نقش آن در نوآوری مستمر و عملکرد برتر (مطالعۀ موردی: بانکهای خصوصی سطح استان گیلان)
امروزه با افزایش فشارهای محیطی و رقابت، سازمانها بهسوی منابع بیرونی و بهویژه دانش مشتریان سوق یافتهاند تا بتوانند با سرمایهگذاری و مدیریت آن، به منبع جدیدی از مزیت رقابتی دست یابند. هدف اصلی این پژوهش، مشخصکردن آثار جریانهای دانش مشتری بر ابعاد نوآوری و عملکرد سازمانهاست. با جمعآوری دادهها از 280 نفر از کارکنان بانکهای خصوصی سطح استان گیلان و تجزیهوتحلیل آن با استفاده از نرمافزار لیزرل، به این نتیجه رسیدیم که دانش از مشتری، بهعنوان مهمترین منبع ایدههای نوآورانه و مزیت رقابتی، تأثیر مثبتی بر سرعت و کیفیت نوآوری و همچنین عملکرد عملیاتی و مالی بانکها دارد. همچنین، یافتههای ما بیانگر تأثیر متفاوت دانش دربارة مشتری و دانش برای مشتری بر ابعاد نوآوری و عملکرد است. نتایج این پژوهش به بانکها کمک میکند تا با تدوین راهبردهای مناسب و بهکارگیری مؤثر جریانهای دانش مشتری به سطح بالاتری از نوآوری و عملکرد برسند.
https://jibm.ut.ac.ir/article_50739_9d98bff7b6395bd9c1c7a529c8bb1576.pdf
2016-03-20
1
28
10.22059/jibm.2016.50739
جریانهای دانش مشتریان
عملکرد سازمان
مدیریت دانش مشتری
نوآوری
رضا
اسماعیل پور
esmaeilpour@guilan.ac.ir
1
استادیار گروه مدیریت دانشکدة ادبیات و علوم انسانی، دانشگاه گیلان، گیلان، ایران
AUTHOR
محمد
دوستار
m_dostar@yahoo.com
2
استادیار گروه مدیریت دانشکدة ادبیات و علوم انسانی، دانشگاه گیلان، گیلان، ایران
AUTHOR
نسترن
طاهرپرور
n_taherparvar@yahoo.com
3
دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشکدة ادبیات و علوم انسانی، دانشگاه گیلان، گیلان، ایران
LEAD_AUTHOR
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ORIGINAL_ARTICLE
تأثیر درگیری ذهنی و ویژگیهای شخصیتی افراد بر خرید آنی پوشاک
بسیاری از افراد هنگام بازگشت به خانه کالایی را در دست دارند که از قبل قصد خریدش را نداشتهاند. خرید آنی جنبهای مشخص و گسترده از سبک زندگی مصرفکننده در جوامع مختلف است. از اینرو، موضوع تحقیق بسیاری از محققان رفتار مصرفکننده در کشورهای مختلف است. موضوع تفاوتهای فردی در خرید آنی، رویکردی تقریباً جدید است که موجب تبوتابی نو در این حوزه شده است. پژوهش پیشرو با هدف بررسی ویژگیهای فردی تأثیرگذار بر تمایل به خرید آنی و با استفاده از ابزار گردآوری اطلاعات، پرسشنامه و سناریو به رشتة تحریر درآمده است. جامعة آماری تحقیق دانشجویان دانشگاه علامه طباطبایی، روش نمونهگیری طبقهای نسبی و اندازة نمونه 376 نفر است. تکنیک آماری مورد استفاده، مدلسازی معادلات ساختاری به کمک نرمافزار PLS بود. نتایج نشان میدهد متغیرهای شخصیتی وظیفهشناسی، سازگاری و روانرنجورخویی بر تمایل کلی به خرید آنی، درگیری ذهنی و تمایل کلی به خرید آنی بر تمایل به خرید پوشاک و تمایل به خرید آنی پوشاک نیز بر تصمیم خرید آنی پوشاک مؤثر بودهاند.
https://jibm.ut.ac.ir/article_57530_0dbb5d56808adb2bdc0e0ee6d3077d27.pdf
2016-03-20
29
46
10.22059/jibm.2016.57530
ارزیابی هنجاری
خرید آنی
درگیری ذهنی
رفتار مصرفکننده
شخصیت
کبری
بخشی زاده
bakhshizadeh@atu.ac.ir
1
استادیار گروه مدیریت بازرگانی، دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران
AUTHOR
مرتضی
خلیلی رودی
mrtzkhalili@yahoo.com
2
کارشناسارشد مدیریت بازرگانی، دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران
LEAD_AUTHOR
سامان
رضائیان اکبرزاده
sami.aphrodite@gmail.com
3
کارشناسارشد مدیریت بازرگانی، دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران
AUTHOR
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Verplanken, B. & Sato, A. (2011). The psychology of impulse buying: An integrative self-regulation approach, Journal of Consumer Policy, 34(2): 197-210.
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ORIGINAL_ARTICLE
تبیین الگوی انتخاب راهبردهای بازاریابی بانکداری تجاری مبتنیبر ارزش ویژۀ مشتری
انتخاب راهبرد بازاریابی از مهمترین اقدامات برای ایجاد ترکیب مناسب مشتریان در زمینة دستیابی به بقا و سودآوری پایدار برای سازمان است. با اینحال، برخی کسبوکارها برداشت درستی از ترکیب مشتریان و شناخت مناسبی از ارزش مشتریان ندارند. در این بین، بانکهای تجاری مشتریان میلیونی دارند و زیرساختهای فنی و انسانی گستردهای بهمنظور خدمترسانی به این حجم از مشتریان تجهیز کردهاند، اما فعالیتهای مرتبط با ادارة کسبوکار در آنها کمتر بر مبنای مشتری سازماندهی شده است. در این پژوهش، با استفاده از رویکرد کیفی اکتشافی و نظریة برخاسته از دادهها تلاش شده است تا درک بهتری از چگونگی انتخاب راهبرد بازاریابی از نظر مدیران ارشد فعال در بخشهای فروش و بازاریابی بهدست آید. پس از تحلیل یافتهها، 400 کد، 65 مفهوم، 17 مقولة اولیه و 5 مقولة نهایی بهدست آمد که براساس آنها برای تبیین نظریهای که بتواند انتخابهای بازاریابی مدیران بانک را براساس ادراک از ارزش مشتری توضیح دهد، اقدام شد.
https://jibm.ut.ac.ir/article_57531_6aa0b524f08aea5619b8b741a39f8811.pdf
2016-03-20
47
72
10.22059/jibm.2016.57531
ارزش ویژة مشتری
راهبرد بازاریابی
محرکهای ارزش ویژة مشتری
نظریة برخاسته از دادهه
علی
دیواندری
divandari@ut.ac.ir
1
استاد دانشکدة مدیریت، دانشگاه تهران، تهران، ایران
AUTHOR
امیر حسین
داودیان
a.davoodian@gmail.com
2
دانشجوی دکتری دانشکدة مدیریت، دانشگاه تهران، تهران، ایران
LEAD_AUTHOR
محسن
نظری
mohsen.nazari@ut.ac.ir
3
دانشیار دانشکدة مدیریت، دانشگاه تهران، تهران، ایران
AUTHOR
عزیز الله
معماریانی
a.memar@chmail.ir
4
استاد دانشکدة مالی، دانشگاه خوارزمی، تهران، ایران
AUTHOR
Aaker, D. A. (1991). Managing brand equity, Free Press, New York.
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33
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38
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42
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44
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45
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47
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49
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50
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51
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59
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60
ORIGINAL_ARTICLE
مقایسۀ ابعاد مدل کسبوکار بانکداری در ایران با مدل بانکداری جامع
امروزه بسیاری از بانکها در حال مطالعه و استقرار راهبرد جامعی در سطح بنگاههای مالی هستند. سیستمی جهانی و جامع که بر عملکرد صاحبان سهام و ریسک احتمالی بازار مبتنی است. شناخت وضع موجود مدل کسبوکاری و همچنین شناخت مدل کسبوکاری ایدهآل از نظر هر گونه تغییر در سازمان اهمیت دارد؛ بنابراین، در این تحقیق با مصاحبه با چهارده نفر از خبرگان صنعت بانکداری در ایران و بانکداری جامع و تحلیل تماتیک مصاحبهها، ابعاد مدل کسبوکار بانکداری در ایران و بانکداری جامع مقایسه شده است. نتیجة تحلیل مصاحبهها با استفاده از روش تحلیل تم نشان میدهد مدل بانکداری در ایران و مدل بانکداری جامع در نه بعد مدل کسبوکاری از جمله مشتریمحوری در ارزش پیشنهادی، شخصیسازی کانال در بعد کانالهای ارائة خدمت و افزایش تنوع در درآمدهای بانک، با یکدیگر تفاوت دارند.
https://jibm.ut.ac.ir/article_57532_d3578ce02e79c6ac48eed306984de057.pdf
2016-03-20
73
88
10.22059/jibm.2016.57532
ابعاد مدل کسبوکار
بانکداری
بانکداری جامع
مدل کسبوکار
صادق
سپندارند
sepandar@ut.ac.ir
1
دانشجوی دکتری مدیریت بازرگانی دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران
LEAD_AUTHOR
مهدی
حقیقی کفاش
haghighi111@yahoo.con
2
دانشیار مدیریت بازرگانی دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران
AUTHOR
وحید
ناصحی فر
vahid_n3004@gmail.com
3
استادیار مدیریت بازرگانی دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران
AUTHOR
وحید
خاشعی
khashei@atu.ac.ir
4
استادیار مدیریت بازرگانی دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران
AUTHOR
Afuah, A. & Tucci, C. (2003).Internet Business Models and Strategies, McGraw Hill,Boston.
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Teece, D. J. (2010). Business models, business strategy and innovation,Long Range Planning, 43(2-3): 172-194.
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Timmers, P. (1998). Business models for electronic markets,Journal on Electronic Markets, 8(2): 3-8.
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41
Zott, C., Amit, R. & Massa, L. (2011). The business model: Recent developments and future research,Journal of Management, 37(4): 1019-1042.
42
ORIGINAL_ARTICLE
ارائۀ چارچوبی برای شناسایی ریسکهای راهبرد در شرکتهای هولدینگ سرمایهگذاری
امروزه بسیاری از شرکتها به اهمیت برنامهریزی راهبردی پی بردهاند. شرکتهای هولدینگ نیز این موضوع را مدنظر قرار دادهاند. بحث برنامهریزی راهبردی در شرکتهای مختلف متفاوت است و در شرکتهای هولدینگ نیز پیچیدگیهای ویژهای دارد. شرکتهای هولدینگ با دو تصمیم راهبردی مهم مواجهاند: 1. سرمایهگذاریها در چه حوزههایی و چگونه صورت گیرد؟ 2. شرکت مادر چگونه بر حوزههای سرمایهگذاریشده (کسبوکارهای تابعه) تأثیر بگذارد و آنها را مدیریت کند؟ شرکتهای هولدینگ در راستای تصمیمهای راهبردی خود با ریسکهایی روبهرو میشوند که باید به آنها توجه داشته باشند. در این پژوهش، با استفاده از مالتی گراندد تئوری که ترکیبی از گراندد تئوری و فراترکیب است، ریسکهای راهبرد اینگونه شرکتها شناسایی میشود. با توجه به ترکیب دو روش، ابتدا حدود پنجاه پژوهش از بین بیش از چهارصد پژوهش مرتبط برای فراترکیب استفاده شد و کدهای مربوطه نیز شناسایی شد. سپس با استفاده از چهارده مصاحبة ساختاریافته در قالب گراندد تئوری، مفاهیم و مقولههای نهایی استخراج شد که عبارتاند از: ریسکهای مدیریتی، ساختاری، مالی، عملیاتی و رفتاری.
https://jibm.ut.ac.ir/article_50717_2dbacff1bbe4abe63e097178d6abf4a8.pdf
2016-03-20
89
116
10.22059/jibm.2016.50717
ریسکهای راهبرد
شرکت مادر
مالتی گراندد تئوری
سید رضا
سید جوادین
rjavadin@ut.ac.ir
1
استاد گروه مدیریت دانشکدة مدیریت دانشگاه تهران، تهران، ایران
AUTHOR
حسین
صفری
hsafari@ut.ac.ir
2
دانشیار گروه مدیریت دانشکدة مدیریت، دانشگاه تهران، تهران، ایران
AUTHOR
عباس
ابراهیمی
ebrahimi@cpfic.com
3
دکتری سیاستگذاری بازرگانی دانشکدة مدیریت، دانشگاه تهران، تهران، ایران
LEAD_AUTHOR
Arabi,M.,Fathollahi,A., Asadzadeh A.(1388) new approach to RBV about corporate strategy. Change and deve;opment management,3,1-7
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Abedi,s,. Radfar,R (1388).A model for strategy formulation in multibusiness companies. Change and development journal.pp 67-74.
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Goold, M. & Campbell, A. (2000). Taking stock of synergy a framework for assessing linkages between businesses, Long Range Planning, 2000(33): 72- 96.
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Goold, M. & Campbell, A. (1998). Desperately seeking synergy, Harvard Business Review, 1998, 131- 143.
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Goold, M., Campbell, A. & Marcus, A. (1995). Corporate Strategy: The Quest for Parenting Advantage, Harvard Business Review, 1995:120- 133.
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Goold, M., Campbell, A. & Marcus, A. (1998). Corporate strategy and parenting advantage, Management Theory, 1998 (17): 13- 17.
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Goold, M., Campbell, A. & Alexander, M. (1997). Corporate strategy and parenting theoryvol 31.No 2,pp 308-314
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37
ORIGINAL_ARTICLE
تحلیل کمی فرصتهای رشد و سودآوری شرکتها بر مبنای ابعاد راهبردهای اقیانوس آبی
شرکتها برای بقا و حضور در بازار جهانی به راهبردهایی قوی و نوآورانه نیاز دارند. درنتیجه، برای دستیابی به فرصتهای رشد و سودآوری جدید، باید اقیانوسهای آبی خلق کنند. اقیانوس آبی از ضعف اقیانوس قرمز (تمرکز بیشازحد بر رقابت و بیتوجهی به ایجاد یک بازار جدید و بدون رقابت) نشئت میگیرد، درحالیکه راهبرد اقیانوس آبی مربوط به صنایعی است که امروز وجود ندارد و در آینده بهوجود میآیند. اقیانوسهای آبی در فضای بازار تسخیر نمیشوند و فرصت رشد و سوددهی بسیار بالا تعریف میشوند. در پژوهش حاضر، مدلی برای شناسایی ابعاد مهم در پیادهسازی راهبرد اقیانوس آبی تبیین شده است. ابعاد اصلی این مدل از کتاب استراتژی اقیانوس آبی اثر کیم و مابورن، مدل موانع راهبرد اقیانوس آبی گرفته شده است. ابعاد اصلی این مدل عبارتاند از: ابعاد شناختی، تسهیم منابع، انگیزشی و سیاسی. در پژوهش حاضر، برای تعیین میزان اهمیت هریک از ابعاد مدل، از نظر کارشناسان حوزة راهبرد و همچنین مدلسازی غیرخطی فازی استفاده شد. نتایج مدلسازی ریاضی نشان میدهد بعد شناختی در رتبة اول قرار گرفته است.
https://jibm.ut.ac.ir/article_57533_b50ad06d640daaefe0ac5d7a5e4364f0.pdf
2016-03-20
117
136
10.22059/jibm.2016.57533
اقیانوس قرمز
راهبرد اقیانوس آبی
غیرخطی
فازی
مدلسازی ریاضی
حمید
شاهبندرزاده
shabandarzadeh@gmail.com
1
استادیار گروه مدیریت صنعتی دانشکدة ادبیات و علوم انسانی، دانشگاه خلیج فارس، بوشهر، ایران
LEAD_AUTHOR
محمد حسین
کبگانی
mohammadhossein.kabgani@gmail.com
2
مربی گروه مدیریت صنعتی دانشکدة ادبیات و علوم انسانی، دانشگاه خلیج فارس، بوشهر، ایران
AUTHOR
Akbarzadeh, R. (2012). Without competitive environment in the insurance industry using Bl- ue Ocean Strategy, The Fifth Conference and Festival Insurance business,pp 1-22. (In Persian)
1
Bavdaz, M. K. (2012). Higher growth through the Blue Ocean Strategy: Implications for economic policy, Research Policy, (41): 928- 938.
2
Borgianni, Y. C. (2011). Systematizing new value proposition through a TRIZ – based classification of functional features, Procedia Engineering, : (9) 103- 118.
3
Bourletidis, D. (2014). The strategic model of innovation clusters: Implementation of Blue, Social and Behavioral Sciences,(148): 645- 652.
4
Chi Chang, S. (2010). Bandit cellphones: A blue ocean strategy, Technology in Society, (32): 219-223.
5
Dorgahi, M. (2014). Blue Ocean Strategy, Journal of Ayandehbank,(11): 38-37. (In Persian)
6
Ebn Alreza, A., Faezyrad, M. A. & Mahdavi Mazdeh, M. (2014). Evaluate the performance of our customers in the implementation of Blue Ocean Strategy using multi-attribute decision making; Case study: UPVC industry, The First International Conference on Economics, Management, Accounting and Social Sciences: 1- 10. (In Persian)
7
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8
Esfandiyary, H. (2013). Organizational development using Blue Ocean Strategy, First International Conference on Management, Challenges and Solutions: 1- 5. (In Persian)
9
Ghorbani, R. (2012). New business models in the digital publishing industry: Challenges and opportunities facing, Journal of Soore Mehr Book,سال و شماره؟؟ 4- 21. (In Persian)
10
Haery Yazdi, M. & Afshar Jalili, Y. (2010). Implementation of Blue Ocean Strategy on information technology development center, Selection Manager (104), 22-33.. (In Persian)
11
Jahangiri, F. (2010). The introduction of a dietary supplement product to market with the help of Blue Ocean Strategy, Fifth International Conference on Strategic Management: 1-7. (In Persian)
12
Kaviani Nia, A. (2014). Blue Ocean Strategy and its role in banking services, Monthly market development, engineering, (7)39, 20-30(In Persian)
13
Kim, C. H. (2008). A strategy for third-party logistics systems: Case analysis using the blue ocean strategy, The International of Management Science, Omega, (36): 522-534.
14
Kim, W. & Mauborgne. (2005). Blue Ocean Strategy: How to create uncontested market space and make the competition irrelevant, Harvard Business Review, Boston.
15
Parvinen, P. A. (2011). Awareness, action and context-specificity of Blue Ocean practices in sales management, Journal of Product & Brand Management,18(4): 1- 20.
16
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17
Pitta, D. (2009). Issues in a down economy: Blue oceans and new product development, Journal of Product & Brand Management, 18(4): 292- 296.
18
Purhosseini, Z. (2012). Blue Ocean Strategy: Creation of a new market, Regional Conference on the Role of Management and Accounting of Business Excellence and Financial Crisis: 473- 479. (In Persian)
19
Saini, D. S. (2006). Blue Ocean Strategy: How to create uncontested market space and make competition irrelevant, Book Reviews, JULY - SEPTEMBER, (31) pp 46-47. VIKALPA. (In Persian)
20
Sorayaee, A., Radmard, M. & Radmard, M. (2013). Blue Ocean Strategy in the face of competitive strategy, First National Conference on Business Management. pp 1-14 . (In Persian)
21
Tavallaee, R. (2009). Blue Ocean Strategy as revolutionary in the field of strategic management, Semi-Annually Police Human Development: 55-79. (In Persian)
22
ORIGINAL_ARTICLE
ارائۀ چارچوبی جدید بهمنظور ارزیابی طرح محصول با بهکارگیری الگوهای رفتار کیفیتی در شرایط عدمقطعیت
کیفیت محصولات به میزان انطباق طرح محصول با کیفیتی که مشتری از محصول درک میکند، بستگی دارد. متناسببودن طرح محصول با نیاز مشتری موجب ارتقای سطح ابعاد کیفیت محصولات میشود. رقابت شدید در بازار جهانی از یکسو و افزایش پیچیدگی در طراحی محصول از سوی دیگر سبب شده است که فعالیتهای مرتبط با طراحی و انتخاب طرح محصول بیشازپیش به دانشی تخصصی تبدیل شود. از اینرو، هدف اصلی پژوهش تصمیمگیری در زمینة انتخاب طرح محصول در بازۀ زمانی بلندمدت و شرایط عدمقطعیت است. برای تحقق هدف پژوهش، ابتدا با استفاده از مفاهیم نظریۀ مجموعۀ راف الگوهای رفتاری مشتریان شناسایی میشود و سپس گزینههای پیشنهادی برای طرح محصول با توجه به الگوهای رفتاری غالب با استفاده از روش بسطدادهشدة فرایند سلسلهمراتبی مبتنیبر نظریۀ اعداد D ارزیابی و اولویتبندی میشوند.
https://jibm.ut.ac.ir/article_57534_70b4efb449053ace7ed4b9d7bf013c0b.pdf
2016-03-20
137
158
10.22059/jibm.2016.57534
طرح محصول
عدمقطعیت
نظریۀ اعداد D
نظریۀ مجموعۀ راف
رضا
شیخ
resheikh@shahroodut.ac.ir
1
استادیار گروه مدیریت دانشکدة مهندسی صنایع و مدیریت، دانشگاه شاهرود، شاهرود، ایران
AUTHOR
عفت
محمدی
mohammadi.effat@gmail.com
2
کارشناسی ارشد MBA، مهندسی صنایع و مدیریت، دانشگاه شاهرود، شاهرود، ایران
LEAD_AUTHOR
Abramovici, M. & Lindner, A. (2011). Providing product use knowledge for the design of improved product generations, CIRP Annals - Manufacturing Technology, 60(1): 211- 214.
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17
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23
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Thurston, D. L. (1991). A formal method for subjective design evaluation with multiple attributes, Research in Engineering Design, 3(2): 105- 122.
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32
Verganti, R. (2003). Design as brokering of languages: Innovation strategies in Italian firms, Design Management Journal, 14(3): 34- 42.
33
Wang, J. (1999). Fuzzy outranking approach to prioritize design requirements in quality function deployment, International Journal of Production Research, 37(4): 899- 916.
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Zhai, L. Y., Khoo, L. P. & Zhong, Z. W. (2009). Design concept evaluation in product development using rough sets and grey relation analysis, Expert Systems with Applications, 36(3): 7072– 7079.
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Zhaoling, L., Qisheng, G. & Dongling, Z. (2008). Product design on the basis of fuzzy quality function deployment, Journal of Systems Engineering and Electronics, 19(6): 1165- 1170.
37
ORIGINAL_ARTICLE
راهبردهای بازارگرایی و نوآوری، رویکردی به پویایی کسبوکار
دوگانگی از جمله ویژگیهای کسبوکارهای پویا در پاسخگویی مناسب به فضای رقابتی کنونی محسوب میشود و در حوزههای مختلف یک بنگاه قابلبررسی است. بازارگرایی و نوآوری از جمله توانمندیهای پویایی هستند که کسبوکارها برای کسب مزیت رقابتی به آنها اتکا میکنند. با توجه به اینکه تحقیقات محدودی در زمینة اتخاذ همزمان رویکردهای اکتشاف و بهرهبرداری در حوزههای بازارگرایی و نوآوری انجام گرفته است، در این تحقیق بهمنظور اندازهگیری راهبردهای اکتشاف و بهرهبرداری در حوزة توانمندیهای بازارگرایی و نوآوری بنگاه، پرسشنامهای حاوی شاخصهای سنجش دوگانگی بازارگرایی و نوآوری در میان مدیران و کارشناسان بنگاههای ایرانی فعال در صنعت مواد غذایی توزیع شد. جامعة آماری این پژوهش 320 بنگاه شرکتکننده در بیستویکمین نمایشگاه بینالمللی صنایع غذایی بود و با استفاده از فرمول کوکران جامعة آماری محدود، حجم نمونه برابر با 186 بنگاه محاسبه شد. درنهایت، دادههای 138 پرسشنامه با روشهای تحلیل عاملی اکتشافی و تحلیل عاملی تأییدی، تجزیه و تحلیل شد و شاخصهای نهایی بهمنظور تعیین مدل سنجش تبیین شد.
https://jibm.ut.ac.ir/article_57535_56cae3226fca7e5d91940d19072e7f59.pdf
2016-03-20
159
182
10.22059/jibm.2016.57535
پویایی کسبوکار
دوگانگی
راهبردهای بازارگرایی
راهبردهای نوآوری
عوامل کلیدی موفقیت بنگاه
آیدا
شیوا
aida.shiva@ut.ac.ir
1
کارشناس ارشد مدیریت بازرگانی- بازاریابی بینالمللی دانشکدة مدیریت، دانشگاه تهران، تهران، ایران
LEAD_AUTHOR
هاشم
آقازاده
haghazade@ut.ac.ir
2
استادیار گروه مدیریت بازرگانی دانشکدة مدیریت، دانشگاه تهران، تهران، ایران
AUTHOR
علی
حیدری
aheidary@ut.ac.ir
3
استادیار گروه MBA دانشکدة مدیریت، دانشگاه تهران، تهران، ایران
AUTHOR
Atuahene-gima, K. )2005). Resolving the capability– rigidity, Journal of Marketing, 69(10): 61- 83.
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34
ORIGINAL_ARTICLE
تأثیر بازاریابی تجربی، تصویر مقصد و تصویر شرکت بر رضایتمندی مشتریان هتلها (مطالعۀ موردی: هتلهای چهار و پنج ستارۀ پارسیان تهران)
شناخت نگرشهای رایج مصرفکنندگان در حوزة رفتار مصرفکننده، یک توانمندی راهبردی محسوب میشود؛ بنابراین، اولین چیزی که بر شکلگیری نگرش افراد به کالاها و خدمات تأثیر میگذارد، تجربة مستقیم مصرفکننده است. درنتیجه، هدف این پژوهش بررسی هتلهای چهار و پنج ستارة پارسیان تهران از نظر تأثیرگذاری بازاریابی تجربی، تصویر مقصد و تصویر شرکت بر رضایتمندی میهمانان است. این مطالعه از روش معادلات ساختاری استفاده کرده است. نمونة جمعآوریشده شامل 570 نفر از مشتریان هتلهای چهار و پنج ستارة پارسیان در تهران بود که از طریق نمونهگیری طبقهای دومرحلهای انجام گرفت. درنهایت، نتایج نشان داد ادراکات میهمانان از بازاریابی تجربی، تصویر شرکت و تصویر مقصد بر رضایتمندی آنان تأثیر مستقیم دارد. همچنین، مدل مفهومی ارائهشده برای توسعة مدلهای تأثیرگذاری بازاریابی تجربی، تصویر شرکت و تصویر مقصد تأیید شد.
https://jibm.ut.ac.ir/article_57536_1c7130005e4d71a053f22ac0f0ea235d.pdf
2016-03-20
183
204
10.22059/jibm.2016.57536
بازاریابی تجربی
تصویر شرکت
تصویر مقصد
رضایت
حسین
عابدی
hossein_abedi123@yahoo.com
1
استادیار گروه مدیریت مؤسسة آموزش عالی کار، زنجان، ایران
AUTHOR
محمد حسن
قلیچ خانی
mgt.phd.2020@gmail.com
2
کارشناس ارشد مدیریت بازرگانی مؤسسة آموزش عالی کار، زنجان، ایران
LEAD_AUTHOR
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ORIGINAL_ARTICLE
بررسی تأثیر جذابیت برند کارفرما بر تمایل استخدام نخبگان (مطالعۀ موردی: شرکتهای زیر مجموعۀ وزارت نفت)
یافتن نیروی کار زبده و ماهر در محیط پویای امروز امری حیاتی بهشمار میرود و رقابت برای جذبکارکنان بااستعداد بهاندازة رقابت برای مشتری شدت یافته است. تحقیق حاضر تأثیر جذابیت برند کارفرما را بر تمایل به استخدام نخبگان بهعنوان کارکنان بالقوه بررسی میکند. جامعة آماری این تحقیق دانشجویان ترم آخر مقطع کارشناسی در رشتههای فنی و مهندسی سه دانشگاه فنی برتر در ایران (تهران، صنعتی شریف و صنعتی امیرکبیر) بود که پس از نمونهگیری تصادفی طبقهای، اطلاعات 267 نفر از طریق پرسشنامه جمعآوری شد و با استفاده از نرمافزارهای SPSS و SmartPLS2 تجزیه و تحلیل شد. با توجه به نتایج آزمون مدل مفهومی تحقیق، متغیر جذابیت برند کارفرما از طریق رابطة مستقیم (175/0) و نقش میانجی متغیر شهرت سازمان (229/0)، درکل توانست 4/40 درصد از تغییرات تمایل به استخدام نخبگان را تبیین کند. همچنین، یافتههای بررسی شکاف وضع موجود و مطلوب از دیدگاه نخبگان نشان میدهد شرکتهای زیرمجموعة وزارت نفت با برنامهریزی و معرفی مناسبتر بهترتیب اولویت در ارزشهای نوآوری، توسعه، اجتماعی، بهکارگیری و اقتصادی، بهعنوان کارفرما میتوانند تصویر جذابتری نسبت به سایر سازمانها ارائه دهند.
https://jibm.ut.ac.ir/article_57537_d9d03d7c99b62b083a2cf024c6fe756f.pdf
2016-03-20
205
228
10.22059/jibm.2016.57537
برند کارفرما
جذابیت برند کارفرما
شهرت سازمان
نخبگان
نفت
محسن
علیزاده ثانی
alizadehsani@umz.ac.ir
1
استادیار منابع انسانی گروه مدیریت دانشکدة علوم اقتصاد و اداری، دانشگاه مازندران، بابلسر، ایران
AUTHOR
سهیل
نجات
nejatsoheyl@gmail.com
2
دانشجوی کارشناسی ارشد مدیریت بازرگانی، پردیس فارابی دانشگاه تهران، تهران، ایران
LEAD_AUTHOR
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ORIGINAL_ARTICLE
تبیین نقش میانجی عملکرد محصول در تأثیر چشمانداز و موضعیابی برند بر ارزش ویژۀ برند
هدف از این تحقیق بررسی تأثیر چشمانداز و موضعیابی بر ارزش ویژة برندهای صنایع غذایی ایران با درنظرگرفتن نقش میانجی عملکرد محصول بود که با استفاده از روش تحقیق توصیفی- پیمایشی انجام گرفت. جامعة آماری پژوهش، کارشناسان بازاریابی برندهای برتر صنایع غذایی کشور است که با استفاده از روش نمونهگیری طبقهبندی، نمونهای به حجم 178 نفر انتخاب شد. ابزار گردآوری دادههای پژوهش پرسشنامه بود که روایی آن به روش اعتبار محتوا و پایایی آن با روش آلفای کرونباخ تأیید شد. برای بررسی و آزمون فرضیهها از رویکرد مدلسازی معادلات ساختاری استفاده شد. نتایج پژوهش بیانگر آن است که چشمانداز برند تأثیر مثبت و معنیداری بر موضعیابی برند، عملکرد محصول و ارزش ویژة برند در صنایع غذایی ایران دارد. سایر نتایج نشان میدهند موضعیابی برند تأثیر مثبت و معنیداری بر عملکرد محصول و ارزش ویژة برند دارد و عملکرد محصول نیز تأثیر مثبت و معنیداری بر ارزش ویژة برند در صنایع غذایی ایران دارد. همچنین، عملکرد محصول نقش میانجی مثبتی در تأثیر چشمانداز و موضعیابی برند بر ارزش ویژة برند دارد.
https://jibm.ut.ac.ir/article_57538_9b073ca3a14f15d4ecf21e19e1b2e9a6.pdf
2016-03-20
229
243
10.22059/jibm.2016.57538
ارزش ویژة برند
چشمانداز برند
صنایع غذایی
عملکرد محصول
موضعیابی برند
سیدنجم الدین
موسوی
mousavi56@yahoo.com
1
استادیار گروه مدیریت بازرگانی دانشکدة مدیریت و علوم اقتصادی، دانشگاه لرستان، خرمآباد، ایران
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