تدوین استراتژی‏های رقابتی با استفاده ترکیبی از استراتژی جودویی و استراتژی اقیانوس آبی در چارچوب کارت امتیازی متوازن

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران

2 کارشناس‎ارشد مدیریت صنعتی ـ تحقیق در عملیات، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

3 دانشجوی دکتری. دانشکده علوم و فنون نوین، دانشگاه تهران، تهران، ایران

چکیده

امروزه استراتژی‏های شرکتی یکی از ابزارهای اصلی رقابتی مدیران هستند. با توجه به تأثیر زیاد نظرهای شخصی مدیران در رسیدن به استراتژی‏های رقابتی، بهره‏مندی از روش‏های نظام‏مند و خلاقانه در مسیر طراحی این استراتژی‏ها، امری اجتناب‏ناپذیر است. در این پژوهش، ابتدا ضمن بررسی فرایند تدوین استراتژی‏های رقابتی با استفاده از مدل کارت امتیازی متوازن، ادبیات ماتریس SWOT مرور شد. در ادامه، مدل‏های اقیانوس آبی و استراتژی جودویی به‏عنوان ابزاری‏های کاربردی و خلاقانه در شناسایی زمینه‏های جدید تجاری و طراحی هدفمند استراتژی‏های رقابتی کلان، بررسی شدند و با استفاده از مدل‏های یادشده، به‏منظور افزایش مزیت رقابتی در فرایند تدوین استراتژی‏های رقابتی، مدل کارت امتیازی خلاقانه ارائه شد. به‌منظور بررسی قابلیت اجرایی مدل ارائه‏شده، چارچوب پیشنهادی در فرایند طراحی و تدوین استراتژی‏های رقابتی شرکت «زد» که در صنعت شیرآلات و محصولات بهداشتی ساختمانی فعال است، به اجرا درآمد و نتایج آن بیان گردید. در انتها نیز برای تحقیقات آتی، پیشنهاد‏هایی ارائه شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing competitive strategies through apply of judo strategy and blue ocean strategy in BSC model

نویسندگان [English]

  • Hossein Safari 1
  • Mir Mahmoud Sadat 2
  • Ali Asghar Sadabadi 3
1
2 Graduated student from Tehran uni
3
چکیده [English]

ABSTRACT
Today, competitive strategies have got accepted as one of the most important means of manager to compete in markets. In the strategic management process, development of the strategic quantitative objectives based merely on the experts’ ideas.In this research, after reviewing the BSC,SWOT, judo strategy model and blue ocean strategy model, the concepts are applied to increase quality of strategic management process in BSC strategic framework model and introducing the Creative BSC framework. To investigate applicability of the presented model, the Creative BSC framework is implemented in designing and development process of competitive strategies in the Z Company and the results are presented. Finally, for future studies in improvement of strategic models, some research proposals have been proposed.

کلیدواژه‌ها [English]

  • Competitive Strategy
  • Blue Ocean Strategy
  • balanced scorecard
  • Judo Strategy
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