نوآوری مدل کسب‌وکار پایدار در عصر دیجیتال مبتنی بر رویکرد قابلیت‌های پویا

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

2 دانشیار، گروه مدیریت فناوری اطلاعات، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

3 دانشجوی دکتری، گروه مدیریت بازرگانی، پردیس البرز دانشگاه تهران، تهران، ایران.

چکیده

هدف: امروزه علاوه بر جنبه‌های اقتصادی، پاسخ‌دادن به چالش‌های اجتماعی و زیست‌محیطی به نگرانی و موضوع استراتژیک اصلی کسب‌وکارها تبدیل شده است. از طرف دیگر، در عصر دیجیتال، سبک زندگی مشتریان نیز تغییر یافته است و از این رو، کسب‌وکارها با این چالش مواجهند که چگونه می‌توانند محصولات و خدمات خود را به شیوه‌های جدید دیجیتالی به نسل جدید مصرف‌کنندگان ارائه دهند. برای پاسخ‌گویی به این دو چالش، کسب‌وکارها به قابلیت‌های درونی خود اتکا می‌کنند. با توجه به آنچه بیان شد، هدف این پژوهش، ارائه مدلی است برای نوآوری مدل کسب‌وکار در راستای پایداری و تحولات عصر دیجیتال و مبتنی بر قابلیت‌های پویا.
روش: روش این پژوهش از نوع آمیخته (کیفی و کمّی) است؛ به‌نحوی که در مرحله نخست از روش کیفی فراترکیب و تحلیل مضمون و در مرحله دوم پژوهش، از روش کمّی مدل‌سازی ساختاری ـ تفسیری استفاده شده است.
یافته‌ها: مدل پیشنهادی این پژوهش مشتمل بر 3 رویکرد، 4 وجه، 16 بُعد و 37 مؤلفه است که بر اساس مدل‌سازی کمّی، 16 بُعد در چهار سطح اصلی قرار گرفته است و به‌ترتیب اولویت عبارت‌اند از: «رایانش پایدار»، «اجرای پایدار»، «دل‌بستگی پایدار» و «نتایج پایدار».
نتیجه‌گیری: طبق نتایج این پژوهش مشخص شد که برای نوآوری مدل کسب‌وکار، علاوه بر طراحی آن بر اساس مؤلفه‌های پایداری اجتماعی و زیست‌محیطی و فناوری‌های دیجیتال، به وجه جدیدی تحت عنوان دل‌بستگی پایدار نیز می‌بایست توجه شود که بیانگر ضرورت همدلی و تعهد کسب‌وکارها با جامعه و محیط ‌زیست است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Sustainable Business Model Innovation in the Digital Age Based on the Dynamic Capabilities Approach

نویسندگان [English]

  • Seyed Hamed Vares 1
  • Ayoub Mohammadian 2
  • Mohammad Kargar Shouraki 3
1 Assistant Prof., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran.
2 Associate Prof., Department of IT Management, Faculty of Management, University of Tehran, Tehran, Iran.
3 PhD Candidate, Department of Business Management, Alborz Campus, University of Tehran, Tehran, Iran.
چکیده [English]

Objective
Today, responding to social and environmental challenges as well as the economic aspects is a major strategic concern for businesses. In the digital age, the lifestyle of customers has changed; therefore, businesses are struggling to present their products and services in novel digital ways to the new generation of consumers. To meet such challenges, every business needs to rely on its internal capabilities, update its internal capabilities based on external changes, and get out of the static state. The purpose of this study is to provide a model for business innovation in line with the sustainability and developments of the digital age based on the dynamic capabilities of businesses. Previous research did not investigate the required dynamic capabilities for creating sustainable digital business models. In addition, earlier models were presented statically. None of them considered the sequence and relationship of related capabilities. The present study tries to resolve this scientific gap.
 
Methodology
This is a mixed methods study (both qualitative and quantitative). In the qualitative phase, meta-synthesis and content analysis were used and in the quantitative stage, the quantitative method of Interpretive Structural Modeling (ISM) was adopted.
 
Findings
The proposed model by this study consists of three approaches, four aspects, 16 dimensions, and 37 components, which are based on quantitative modeling of 16 dimensions in four main levels of "Sustainable Computing", "Sustainable Execution", "Sustainable Engagement" and "Sustainable Results", respectively. Because earlier models were presented in a standing and non-process manner, the sequence and relationship of the components related to all were not determined. This study eliminates this scientific gap.
 
Conclusion
Based on the results of this study, to innovate a business model, in addition to designing the business based on social and environmental sustainability components as well as digital technologies, it is necessary to pay attention to a new component called sustainable engagement. The concept indicates the need to pay attention to the empathy of businesses with society and the environment in addition to customers. Therefore, it is necessary for different businesses to pay attention to the mechanisms of creating sustainable engagement from the beginning of business design as a first step in their business design. For this purpose, it is necessary for business managers to acquire the skills and knowledge of design thinking in business. In addition, due to the increasing speed of environmental changes, it is necessary for businesses to consider agility and learning by doing in their business design. In addition, the digital technology factor is the most independent and influential. The economic, social, and environmental sustainability factors come with the least influence but the most dependence on other factors. The proposed model by this study can be used as a business model canvas to redesign and innovate the business model of large companies and start-ups that seek sustainability in the digital age based on dynamic capabilities.

کلیدواژه‌ها [English]

  • Sustainability
  • Digital transformation
  • Dynamic capabilities
  • Business model innovation

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مدیریت بازرگانی
دوره 15، شماره 1
1402
صفحه 54-84

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