توسعۀ مدلی برای ارائۀ راهکار یکپارچه در شرکت‌های مادر

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانشیار، مدیریت صنعتی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

2 استادیار، مدیریت صنعتی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

3 دانشیار، مدیریت منابع انسانی، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران

4 گروه مدیریت صنعتی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

چکیده

شرکت­های پیشرو به‌صورت فزاینده­ای به‌دنبال استراتژی ارائۀ راهکار، برای مقابله با کالاگرایی و کاهش سودآوری در بازار کالاهای محض هستند. اگرچه شرکت­های زیادی اهمیت ارائۀ راهکار (ترکیب سفارشی­سازی‌ و یکپارچه­‌شده­ای از کالا و خدمات برای ارضای نیاز مشتری) را تشخیص داده­اند، تعداد اندکی از آنها توانسته­اند این فرایند را با موفقیت طی کنند. ناموفق‎بودن شرکت­ها، باعث شده تحقیقات زیادی به‌دنبال چالش­های ارائۀ راهکار و عوامل کلیدی موفقیت شرکت­ها در این فرایند باشند. بر این اساس، یکی از نقص‎های مهم تحقیقات در این حوزه، مدلی است که جنبه­های مختلف فرایند ارائۀ راهکار و ویژگی­های آن را ارائه دهد. از این رو این تحقیق به‌دنبال دادن مدلی برای ارائۀ راهکار در سطح شرکت­های مادر، با رویکردی کیفی و استفاده از روش نظریۀ داده­مبناست. مدل به‌دست‌آمده چهار مرحلۀ «کالای محض»، «کالا و خدمات استاندارد»، «کالا و خدمات سفارشی­سازی‌شده» و «ارائۀ راهکار» را دربردارد که گذر از این مراحل با تغییر در «منابع و توانمندی­ها»، «کالاها و خدمات»، «فرایندها» و در نهایت «استراتژی و دیدگاه­» سازمان همراه است

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Developing a Model to Provide an Integrated Solution in Parent Companies

نویسندگان [English]

  • Mostafa Razavi 1
  • Nima Mokhtarzadeh 2
  • Mahmood Ahmadpour 3
  • Mehran Salimi 4
1 Associate Prof., Faculty of Management, Tehran University, Tehran, Iran
2 Assistant Prof., Faculty of Management, Tehran University, Tehran, Iran
3 Associate Prof., Faculty of Entrepreneurship, Tehran University, Tehran, Iran
4 Industrial Management Department, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

Leading companies are increasingly looking for solutions strategy to maintain a competitive advantage against commoditization, low growth and declining profitability in pure products market. Many companies have recognized the need to provide solutions (integrated customized products and services to satisfy customers), only a few have been able to successfully implement the process and achieve the expected results. A lot of researches have been conducted to identify the challenges and key factors to success in this process. The lack of a process model with these characteristics is the major disappointment for solutions researches. The aim of this study is to present a model to provide a solution in parent company level, using qualitative approach and grounded theory method. The resulting model consists of four phases of “standard products", "standard products providing standard services", "customized products with customized services" and "the provision of integrated customized goods and services". Organizations must change "their resources and capabilities", "goods and services", "process" and finally "strategy and orientations" to be considered as a solution provider

کلیدواژه‌ها [English]

  • Grounded theory
  • Paradigmatic Model
  • Parent company
  • Solution maturity
  • Solution providing
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