مدل بلوغ مدل‌های ‌کسب‌و‌کار باز (مورد مطالعه: صنعت بانکداری ایران)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

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

2 دانشیار، گروه مدیریت بازرگانی، دانشکده کسب‌وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

3 دانشیار، گروه مدیریت صنعتی، دانشکده مدیریت صنعتی و فناوری، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

4 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت کسب‌وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

10.22059/jibm.2022.341652.4350

چکیده

هدف: سال‌های اخیر با ظهور مفاهیمی نظیر خلق ارزش مشتری، شبکه‌های سازمانی و نوآوری باز، مدل‌های کسب‌وکار باز به‌عنوان رویکردی نوآورانه در مطالعات مدیریت شناخته شدند. این مدل‌ها به‌دلیل تأکید بر همکاری و تعامل میان سازمان‌ها، توجه بیشتری را در عرصه‌های علمی و عملی جلب کرده‌اند. با این حال، تاکنون پژوهش‌های جامع و دقیقی در خصوص چیستی مدل‌های کسب‌وکار باز و مراحل بلوغ آن‌ها در صنعت بانکداری ایران انجام نشده است. این مقاله به‌دنبال ترسیم مدلی برای بلوغ گشودگی مدل‌های کسب‌وکار در این صنعت است. هدف اصلی پژوهش شناسایی عوامل متمایزکنندۀ مدل‌های کسب‌وکار باز و بسته و بررسی مراحل بلوغ و ویژگی‌های هر یک از این مراحل است.
روش: پژوهش حاضر در دو مرحله انجام شده است. در مرحلۀ اول، با استفاده از روش مرور نظام‌مند، ۳۰۳ پژوهش مرتبط استخراج و از میان آن‌ها، ۳۰ مقاله به‌طور عمیق بررسی شد. این مرحله به شناسایی و دسته‌بندی عوامل کلیدی کمک کرد. در مرحلۀ دوم، از روش پژوهش نظریۀ برخاسته از داده استفاده شد و داده‌های لازم از طریق برگزاری مصاحبه با ۱۴ نفر از خبرگان صنعت بانکداری جمع‌آوری شدند. این فرایند به ترسیم مدل بلوغ گشودگی مدل‌های کسب‌وکار در این صنعت کمک شایانی کرد.
یافته‌ها: از جمله یافته‌های اصلی این مقاله، می‌توان به شناسایی ۱۳ زیرمقوله و ۴۸ کد زیرمجموعه اشاره کرد که عوامل متمایزکنندۀ مدل‌های کسب‌وکار باز و بسته را تشکیل می‌دهند. . در دسته‌بندی کلی، این عوامل را می‌توان در چهار مقولۀ اصلی (ارزش قابل ارائه، خلق ارزش، حفظ ارزش و شبکۀ ارزش) گنجاند که هر یک از آن‌ها مشتمل بر تعدادی زیرمقوله و کد هستند. همچنین، تقسیم‌بندی مدل‌های کسب‌وکار صنعت بانکداری کشور از منظر گشودگی، یکی دیگر از نتایج مهم این پژوهش است. این تقسیم‌بندی می‌تواند به درک بهتر از چگونگی تحول مدل‌های کسب‌وکار در صنعت بانکداری کمک کند و راه‌کارهایی برای بهبود عملکرد سازمان‌ها ارائه دهد.
نتیجه‌گیری: نتایج نهایی این پژوهش را می‌توان الگویی برای شناسایی عوامل متمایزکنندۀ مدل‌های کسب‌وکار، از منظر گشودگی در صنعت بانکداری ایران در نظر گرفت. این الگو مراحل بلوغ گشودگی مدل‌های کسب‌وکار و ویژگی‌های خاص هر یک از این مراحل را به تفصیل تشریح می‌کند. به‌علاوه، این پژوهش می‌تواند به‌عنوان مبنایی برای پژوهش‌های آینده‌ای قرار گیرد که در زمینۀ نوآوری باز و مدل‌های کسب‌وکار در سایر صنایع انجام می‌شوند. یافته‌های این پژوهش می‌تواند به بهبود استراتژی‌های کسب‌وکار و افزایش رقابت‌پذیری بانک‌ها کمک کند و زمینه‌ساز تحول در این صنعت باشد. در نهایت، این پژوهش به‌منظور پُرکردن شکاف‌های علمی و کاربردی موجود در ادبیات مدیریت و نوآوری باز در صنعت بانکداری ایران طراحی شده است و می‌تواند به‌عنوان یک منبع معتبر برای محققان و مدیران صنعت بانکداری در نظر گرفته شود. با توجه به اهمیت روزافزون گشودگی مدل‌های کسب‌وکار در دنیای امروز، نتایج این پژوهش می‌تواند به سازمان‌ها در راستای توسعه و بهبود عملکردشان یاری رساند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Developing a Maturity Model for Business Model Openness in the Iranian Banking Industry

نویسندگان [English]

  • Fahimeh Mollaahmadi 1
  • Mohammad Ali Shahhoseini 2
  • Nima Mokhtarzadeh Garoosi 3
  • Masoud Keymasi 4
1 Ph.D. Candidate, Department of Business Policy, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
2 Associate Prof., Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
3 Associate Prof., Department of Industrial Management, Faculty of Industrial Management and Technology, College of Management, University of Tehran, Tehran, Iran.
4 Assistant Prof., Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
چکیده [English]

Objective
In recent years, the emergence of concepts such as customer value creation, organizational networks, and open innovation has elevated open business models as an innovative approach in management studies. These models have garnered significant attention in both academic and practical arenas due to their foundational emphasis on collaboration among organizations. However, comprehensive research on specific business models and their maturity stages within the Iranian banking sector remains sparse. This article seeks to develop a model for the maturity of business model openness in this industry. Its primary goal is to identify the distinguishing factors between open and closed business models and to examine the maturity stages and their respective characteristics.
 
Methodology
This study was conducted in two distinct phases. In the first phase, a systematic review of 303 relevant studies was performed, leading to an in-depth analysis of 30 selected articles. This phase facilitated the identification and categorization of key factors influencing business model openness. The systematic review approach ensured that a comprehensive range of literature was considered, allowing for a robust understanding of the current state of knowledge in this area. In the second phase, a grounded theory approach was employed to gather essential data through interviews with 14 experts from the banking industry. These experts provided valuable insights into the practical implications of business model openness. This methodological framework significantly contributed to the formulation of the maturity model for business model openness in this sector.
 
Findings
The research identified 13 subcategories and 48 codes that delineate the distinguishing factors between open and closed business models. These factors were organized into four main categories: deliverable value, value creation, value capture, and value networks, each comprising specific subcategories and codes. This structured classification allows a clearer understanding of how different elements interact within business models. Additionally, the study introduced a classification of business models in the Iranian banking industry from a developmental perspective, providing insights into how these models evolve. This classification offers strategies for enhancing organizational performance and adapting to changing market conditions.
 
Conclusion
This research's findings present a comprehensive model for identifying the distinguishing factors of business models from the perspective of openness within the Iranian banking industry. The maturity framework elaborates on the stages of business model openness and the specific characteristics inherent to each stage. Furthermore, this research serves as a case study that can inform strategies to enhance business practices and boost the competitiveness of banks, facilitating transformative changes within the industry. Ultimately, this research addresses critical scientific and practical gaps in the literature surrounding open management and innovation in the banking sector. It stands as a reliable resource for industry experts and managers, emphasizing the growing significance of business model openness in today’s dynamic environment. The results of this study can guide organizations in their efforts to evolve and optimize their operational performance, ensuring they remain competitive in an increasingly interconnected world.

کلیدواژه‌ها [English]

  • Business model dimension
  • Grounded theory
  • Iranian banking industry
  • Open business model
  • Open innovation

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مدیریت بازرگانی
دوره 16، شماره 4
1403
صفحه 1110-1137

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