عوامل علی اتخاذ استراتژی‌های غیربازار در سطح بنگاه و نهادی: یافته‌های مرور نظام‌مند

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه سیاست‌گذاری بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

2 استاد، گروه مدیریت بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

3 استادیار، گروه مدیریت بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

10.22059/jibm.2024.372159.4753

چکیده

هدف: همان‌گونه که این روزها مشاهده می‌کنیم، شرکت‌ها به‌طور فزاینده‌ای در حال پذیرش مسئولیت اجتماعی شرکت (CSR) و فعالیت سیاسی شرکت (CPA) هستند. مشاهده می‌شود که برخی از شرکت‌ها، یک واحد مستقل با عنوان واحد سیاسی، مسئولیت اجتماعی یا غیربازار ایجاد کرده‌اند. با این حال، تأثیر اقدامات غیربازار بر عملکرد شرکت، در ادبیات پیشینه همواره مثبت گزارش نشده است. وقتی به‌دنبال روشی برای تبیین جهت‌گیری استراتژیک فعالیت غیربازار در ادبیات پیشینه می‌گردیم، مشاهده می‌کنیم که هیچ روشی برای تمایز فعالیت غیربازار استراتژیک، از فعالیت غیربازار صرف پیشنهاد نشده است؛ حتی بدتر اینکه در این ادبیات پیشینه، معلوم نیست که چه عواملی به اتخاذ استراتژی‌های غیربازار منجر می‌شوند. عطف به این حقایق، پژوهش حاضر به‌دنبال شناسایی عواملی است که به اتخاذ استراتژی غیربازار توسط بنگاه‌ها منجر می‌شوند تا با اهرم‌سازی آن، الگویی برای تبیین جهت‌گیری استراتژیک فعالیت‌های غیربازار ارائه کند.
روش: این پژوهش یک مرور نظام‌مند با رویکرد پیکره‌بندی است. در این پژوهش به‌دنبال آنیم تا یک پیکره‌بندی جدید از دانش موجود، برای درک مسائلی ارائه کنیم که به اتخاذ استراتژی غیربازار منجر می‌شوند. این کار با شناسایی سرنخ‌ها از مطالعات پیشین و ترکیب آن‌ها در یک کل منسجم انجام می‌شود. در واقع یک تحقیق کارآگاهی انجام داده‌ایم. روش پژوهش بدین صورت است که ابتدا، ۱۰۱ مقاله در ادبیات پیشینه گسترده، چندبُعدی و نابالغ غیربازاری انتخاب شد که سرنخ‌های مرتبطی با مسئلۀ پژوهشی تولید می‌کردند. سپس با اهرم‌سازی منطق پس‌کاوی/ استفهامی، سرنخ‌ها استخراج شدند. روش استخراج کدهای مرتبط با مسائل سطح بنگاه و نهادی، تحلیل محتوای کیفی است که از تحلیل تماتیک بهره می‌برد. تحلیل تماتیک با انجام کدگذاری باز بر محتوای مقاله‌ها آغاز می‌شود و با شناسایی و معرفی تم‌های گسترده‌تر و فراتم برای مجموعه‌ای از تم‌های مرتبط پایان می‌یابد.
یافته‌ها: یافته‌های اصلی این پژوهش، ارائۀ یک مقوله‌بندی از مسائل سطح بنگاه و نهادی است که به‌طور بالقوه، به تدوین استراتژی غیربازار منجر می‌شوند. تم‌های محوری مسائل سطح بنگاهی که به اتخاذ استراتژی غیربازار منجر می‌شوند، عبارت‌اند از: ضعف رقابت‌پذیری، مکمل‌سازی مزیت رقابتی، مزیت رقابتی ملی، مدیریت ریسک نهادی، مدیریت ذی‌نفعان بیرونی (مشروعیت)، مأموریت و ارزش‌های سازمانی و مسئلۀ عاملیت. فراتم این تم‌ها «هزینه‌های نهادی مبادله» است. به‌طور مشابه، تم‌های محوری مسائل سطح نهادی که به اتخاذ استراتژی غیربازار منجر می‌شوند، عبارت‌اند از: جست‌وجوی رانت، شکست بازار، شکست دولت، ریسک سیاسی و اخلاق. فراتم این تم‌ها «مدیریت بافت نهادی» است.
نتیجه‌گیری: این پژوهش بر مبنای یافته‌های آن، چیرگی تئوری‌های نهادی جامعه‌شناختی در گفتمان نهادی غیربازار را نقد و بر لزوم محوریت تئوری‌های نهادی اقتصادی در این گفتمان تأکید می‌کند. همچنین این پژوهش با اهرم‌سازی فراتم «هزینه‌های نهادی مبادله»، به گونه‌شناسی و تشریح هزینه‌های مبادله اقدام می‌کند. در ادامه و با اهرم‌سازی این گونه‌شناسی، الگویی برای استراتژی یکپارچۀ بازار و غیربازار در سطح جهت‌گیری‌های کلان بنگاه پیشنهاد می‌کند. این الگو می‌تواند در تبیین جهت‌گیری استراتژیک فعالیت غیربازار نیز مبنا قرار داده شود؛ به این معنا پژوهش حاضر، هم از منظر شناسایی عوامل علّی اتخاذ استراتژی غیربازار در سطح بنگاه و نهادی و هم از منظر خلق مبنایی برای تبیین جهت‌گیری استراتژیک فعالیت غیربازار در قالب استراتژی یکپارچه، گفتمان علمی غیربازار را توسعه می‌دهد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Causal factors for Developing Non-market Strategies at the Firm and Institutional Level: Findings of a Systematic Review

نویسندگان [English]

  • Amir Hamzeh Shahnavazi 1
  • Tahmores Hasangholipour Yasory 2
  • Ali Heidary 3
1 Ph.D. Candidate, Department of Business Management, College of Management, University of Tehran, Tehran, Iran.
2 Prof., Department of Business Management, College of Management, University of Tehran, Tehran, Iran.
3 Assistant Prof., Department of Business Management, College of Management, University of Tehran, Tehran, Iran.
چکیده [English]

Objective
Companies are increasingly embracing corporate social responsibility (CSR) and corporate political activity (CPA). It has been observed that some companies have established an independent unit, referred to as the political, social responsibility, or non-market unit. However, the impact of non-market actions on company performance has not always been positively reported in the literature. When looking for a way to explain the strategic orientation of a non-market activity in the literature, it is observed that no method has been proposed to distinguish strategic non-market activity from stand-alone ones. Even more concerning, it is unclear from this literature which factors lead to the development of non-market strategies. Referring to these facts, this research aims to identify the factors that lead to the development of non-market strategies by firms to leverage them to propose a pattern to explain the strategic orientation of non-market activities.
 
 
Methodology
This is a systematic review that presents a new configuration of existing knowledge to understand the issues that result in the development of non-market strategies by identifying clues from previous studies and combining them into a cohesive whole. We selected 101 articles that provide insights into the research problem within the broad, multi-dimensional, and underdeveloped non-market literature. Clues were extracted using a retroduction/abduction approach. The coding of firm-level and institutional-level factors was conducted through qualitative content analysis employing thematic analysis. This process began with open coding of article content and concluded with the identification and synthesis of broader themes and meta-themes encompassing related themes.
 
Findings
The main findings of this research are the categorizations of issues at the firm and institutional levels that potentially lead to the development of non-market strategies. Key firm-level themes include: lack of competitiveness, complementing competitive advantage, national competitive advantage, institutional risk management, management of external stakeholders (legitimacy), organizational mission and values, and agency problems. The corresponding meta-theme for these issues is “the institutional costs of the transaction.” Similarly, key institutional-level themes comprise: rent seeking, market failure, government failure, political risk, and ethics. The meta-theme for these themes is “the management of institutional context.”
 
Conclusion
Based on the findings, this research critiques the dominance of sociological institutional theories within the institutional discourse on non-market strategy and emphasizes the need to foreground economic institutional theories in this context. Furthermore, this study introduces a typology of transaction costs and explains it through the meta-theme “institutional costs of the transaction.” Building on this typology, it proposes a framework for an integrated market and non-market strategy at the level of a firm’s macro-orientations. This framework can also be used to explain the strategic orientation of non-market activities. In doing so, this research advances the scientific discourse on non-market strategy by identifying the causal factors that lead to its development at both firm and institutional levels, and by establishing a foundation for understanding the strategic orientation of non-market activities as part of an integrated strategy.

کلیدواژه‌ها [English]

  • Non-market strategy
  • Institution-based view of strategy
  • Market failure
  • Government failure
  • Systematic review

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مدیریت بازرگانی
دوره 17، شماره 2
1404
صفحه 565-606

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