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
2 Graduated student from Tehran uni
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
Alizadeh, N., Shiri, A., Taban, M. (2014). Development of Blue ocean Strategy Model in banking industry(case study: Ilam private banks). Journal of Business Management, 6(3), 601-622. (in Persian)
Bernroider, E. (2002). Factors in SWOT Analysis Applied to Micro, Small-to-Medium, and Large Software Enterprises: an Austrian Study. European management journal, 20(5), 562-573.
Bowden, S. (2003). Kiwi international airlines: Judo strategy and its limits. Journal of Management and Organization, 9(2), 1.
Butler, C. (2008). Planning with blue ocean strategy in the United Arab Emirates. Strategic Change, 17(5-6), 169-178.
Chang, S.-C. (2010). Bandit cellphones: A blue ocean strategy. Technology in society, 32(3), 219-223.
Divandari, A., Nazari, M., Razavi, S.M. , Amin, F. (2014). Identify and ranking the affecting factors on align business strategy and human resource management practices with Blue Ocean approach and electric technique. Journal of Industrial Management, 6(2), 283- 302. (in Persian)
Dyson, R. G. (2004). Strategic development and SWOT analysis at the University of Warwick. European journal of operational research, 152(3), 631-640.
Fouladgar, M. M., Yazdani-Chamzini, A., Zavadskas, E. K., & Haji Moini, S. H. (2012). A new hybrid model for evaluating the working strategies: case study of construction company. Technological and Economic Development of Economy, 18(1), 164-188.
Ghazinoory, S., Esmail Zadeh, A., & Memariani, A. (2007). Fuzzy SWOT analysis. Journal of Intelligent & Fuzzy Systems: Applications in Engineering and Technology, 18(1), 99-108.
Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis-where are we now? A review of academic research from the last decade. Journal of Strategy and Management, 3(3), 215-251.
Hoque, Z. (2014). 20 years of studies on the balanced scorecard: Trends, accomplishments, gaps and opportunities for future research. The British accounting review, 46(1), 3. 3-59.
Kajanus, M. (2000). A model for creating innovative strategies for an enterprise and its application to a rural enterprise. Management Decision, 38(10), 711-722.
Kajanus, M. (2001). Strategy and innovation model for the entrepreneurialforest owner: University of Joensuu, Faculty of Forestry.
Kajanus, M., Leskinen, P., Kurttila, M., & Kangas, J. (2012). Making use of MCDS methods in SWOT analysis—Lessons learnt in strategic natural resources management. Forest Policy and Economics, 20, 1-9.
Kaplan, R. S., & Norton, D. P. (1996a). The balanced scorecard: translating strategy into action: Harvard Business Press.
Kaplan, R. S., & Norton, D. P. (1996b). Using the balanced scorecard as a strategic management system. Harvard business review, 74(1), 75-85.
Kim, W. C., & Mauborgne, R. (2002). Charting your company's future. Harvard business review, 80, 76-85(6).
Kim, W. C., & Mauborgne, R. (2005a). Blue Ocean Strategy: From Theory to Practice.California Management Review, 47.
Kim, W. C., & Mauborgne, R. (2005b). Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. Boston Harvard Business School Press.
Kim, W. C., & Mauborgne, R. ( 2004). Blue Ocean Strategy Harvard business review, 82.
Kim, W. C., & Mauborgne, R. (2014). Blue Ocean Leadership. Harvard business review, 92(5).
Ko, A. S. O., & Lee, S. (2000). Implementing the strategic formulation framework for the banking industry of Hong Kong. Managerial Auditing Journal, 15(9), 469-477.
Lee, A. H. I., Chen, W.-C., & Chang, C.-J. (2008). A fuzzy AHP and BSC approach for evaluating performance of IT department in the manufacturing industry in Taiwan. Expert Systems with Applications, 34(1), 96-107.
Lee, S., & Sai On Ko, A. (2000). Building balanced scorecard with SWOT analysis, and implementing “Sun Tzu's The Art of Business Management Strategies” on QFD methodology. Managerial Auditing Journal, 15(1/2), 68-76.
Mitchell, F., Nørreklit, H., Seal, W., & Ye, L. (2014). The balanced scorecard and the construction of a management control discourse. Journal of Accounting & Organizational Change, 10(4), 466-485.
Okoth-Odollo, L., Muchilwa, D., & Thuo, J. K. (2014). Attaining Market Competitiveness through the Judo Strategy: The Success Case of the Easy Coach Bus Company in Kenya. European Journal of Business and Management, 6(4), 121-131.
Porter, M. E., & Kramer, M. R. (2006). The link between competitive advantage and corporate social responsibility. Harvard business review, 84(12), 78-92.
Quan, B. (2011). China car industry's fighting back with Judo Strategy and Collectivistic mindset. Paper presented at the E-Business and E-Government (ICEE), 2011 International Conference on.
Setayesh, S., Amin, F. (2015). Designing a Blue Ocean Strategy in the field of consulting engineers services, involved in national projects of dam construction. Journal of Public Administration,7(1), 71- 87. (in Persian)
Shinno, H., Yoshioka, H., Marpaung, S., & Hachiga, S. (2006). Quantitative SWOT analysis on global competitiveness of machine tool industry. Journal of engineering design, 17(03), 251-258.
Tavalaee, R. (2009). Blue Ocean Strategy as a revolutionary in the field of strategic management. Two monthly Police Human Development, 6 (24): 55-75. (in Persian)
Terrados, J., Almonacid, G., & Hontoria, L. (2007). Regional energy planning through SWOT analysis and strategic planning tools.: Impact on renewables development. Renewable and Sustainable Energy Reviews, 11(6), 1275-1287.
Tjader, Y., May, J. H., Shang, J., Vargas, L. G., & Gao, N. (2014). Firm-level outsourcing decision making: A balanced scorecard-based analytic network process model. International Journal of Production Economics, 147, 614-623.
Wu, H.-Y., Tzeng, G.-H., & Chen, Y.-H. (2009). A fuzzy MCDM approach forevaluating banking performance based on Balanced Scorecard. Expert Systems with Applications, 36(6), 10135-10147.
Yoffie, D. B., & Kwak, M. (2001a). Judo strategy.Boston: Harvard Business School Publishing.
Yoffie, D. B., & Kwak, M. (2001b). Mastering strategic movement at Palm.MIT Sloan Management Review, 43(1), 55-63.
Yoffie, D. B., & Kwak, M. (2002). Judo strategy: 10 techniques for beating a stronger opponent. Business Strategy Review, 13(1), 20-30.
Zamanlou, Sh., Hoseini, M.H., Mirzayi, A.A. (2015). Strategies to differentiate in Blue Ocean Strategy and its impact on sales. Journal of Strategic Management Studies, 6(3), 601-622. (in Persian)