تأثیر تفکر طراحی بر عملکرد شرکت‌‌ها با میانجیگری نوآوری مدل کسب‌‌‌وکار

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار، گروه مطالعات خانواده، دانشکده علوم اجتماعی، دانشگاه تهران، ایران، تهران.

2 دانشجوی دکتری، گروه کسب‌وکار جدید، دانشکدۀ کارآفرینی، دانشکدگان مدیریت، دانشگاه تهران، ایران تهران.

3 دانشیار، گروه کسب‌وکار جدید، دانشکدۀ کارآفرینی، دانشکدگان مدیریت، دانشگاه تهران، ایران، تهران.

10.22059/jibm.2024.373874.4769

چکیده

هدف: هدف اصلی این پژوهش، بررسی رابطۀ بین تفکر طراحی و عملکرد شرکت‌ها با میانجیگری نوآوری در مدل کسب‌وکار است. از آنجا که تفکر طراحی، یکی از رویکردهای مهم نوآوری شناخته می‌شود، این پژوهش تلاش کرده است تا سازوکارها و مسیرهای تفکر طراحی را در بهبود عملکرد شرکت‌ها بررسی کند. از طرفی، با تأکید بر نقش میانجی نوآوری در مدل کسب‌وکار، پژوهش حاضر تلاش کرده است تا به بررسی روندهای ارتقای عملکرد شرکت‌ها توسط فرایندهای نوآوری، به‌عنوان واسطی برای انتقال تفکر طراحی به عملکرد سازمانی بپردازد. در این راستا، این پژوهش به تحلیل روابط و تأثیرهای متقابل بین تفکر طراحی، نوآوری مدل کسب‌وکار و عملکرد شرکت‌ها پرداخته و نقش اساسی میانجیگری نوآوری مدل کسب‌وکار در ایجاد و انتقال ارزش از تفکر طراحی به عملکرد سازمانی را برجسته کرده است.
روش: پژوهش حاضر بر حسب هدف کاربردی، از نظر ماهیت، کمّی و بر اساس روش گردآوری اطلاعات از نوع هم‌بستگی است. پرسش‌نامه پژوهش مشتمل بر ۴۵ سؤال با مقیاس پنج‌گزینه‌ای لیکرت (از خیلی کم تا خیلی زیاد) بود که متناسب با متغیرهای پژوهش، از مقاله‌های معتبر استخراج شد. بر این اساس، ۱۴۷پرسش‌نامه، به دست مدیران محصول و مدیران پروژه در شرکت‌های فناوری اطلاعات، در سال ۱۴۰۲، تکمیل و در نهایت ۱۰۹ پرسش‌نامۀ معتبر برای تحلیل انتخاب شد. به‌منظور اعتباریابی و تحلیل داده‌ها از نرم‌افزار اسمارت پی‌ال‌اس۳ و روش مدل‌سازی معادلات ساختاری و برای محاسبۀ آماره‌های توصیفی از نرم‌افزار اس‌پی‌اس‌اس۲۶ استفاده شده است.
یافته‌ها: با توجه به مدل مفهومی ارائه شده در این پژوهش، ۹ فرضیه مطرح و از بین آن‌ها ۸ فرضیه تأیید شد. یافته‌ها نشان داد که انسان‌محوری، یادگیری از شکست، کشف نیاز مشتری، ایده‌پردازی، آزمایش ایده‌ها، نوآوری مدل کسب‌وکار و تفکر طراحی، همگی بر عملکرد کسب‌وکار تأثیر دارند. نتایج نشان داد که مدل مفهومی دقت و اعتبار مناسبی دارد.
نتیجه‌گیری: این پژوهش به بررسی تأثیر عوامل چندگانه‌ای از جمله انسان‌محوری، استدلال استفهامی، یادگیری از شکست، کشف نیاز مشتری، ایده‌پردازی، آزمایش ایده‌ها، نوآوری مدل کسب‌وکار و تفکر طراحی بر عملکرد کسب‌وکار تمرکز کرده بود. نتایج پژوهش نشان می‌دهد که این عوامل، از طریق ارتقای فرایندها و راهبردهای مدیریتی، بهبود فرایندهای نوآوری و افزایش توانایی‌های سازمانی، بر عملکرد کسب‌وکار تأثیر مثبتی دارند؛ بنابراین، شرکت‌ها می‌توانند با بهره‌گیری از این یافته‌ها، استراتژی‌ها و رویکردهای جدیدی را برای بهبود عملکرد، افزایش رقابت‌پذیری و دستیابی به رشد پایدارتر در بازارهای پویا و پیچیده مدرن ارائه دهند. در پایان این پژوهش، چند پیشنهاد هم مطرح شده است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Impact of Design Thinking on Corporate Performance: The Mediating Role of Business Model Innovation

نویسندگان [English]

  • Taraneh Farokhmanesh 1
  • Farnaz Khodaei 2
  • Ali Davari 3
1 Assistant Prof., Department of Family Studies, Faculty of Social Sciences, University of Tehran, Tehran, Iran.
2 PhD Candidate, Department of New Business, Faculty of Entrepreneurship, College of Management, University of Tehran, Tehran, Iran.
3 Associate Prof., Department of New Business, Faculty of Entrepreneurship, College of Management, University of Tehran, Tehran, Iran.
چکیده [English]

Objective
This study investigates the impact of design thinking on corporate performance, with business model innovation serving as a mediating factor. Recognized as a key approach to fostering innovation, design thinking is explored here to understand the mechanisms and pathways through which it enhances organizational performance. Furthermore, by emphasizing the mediating role of business model innovation, the study seeks to explore how innovation processes facilitate the transfer of design thinking into improved corporate outcomes. Accordingly, the research seeks to provide an analysis of the interrelationships and interactions among design thinking, business model innovation, and corporate performance, highlighting the crucial role of innovation mediation in translating design thinking into organizational value creation and performance improvement.
 
Methodology
This research employs a quantitative approach and utilizes a correlational research design for data collection. Following a comprehensive review of the theoretical foundations, a conceptual model and a five-point Likert scale questionnaire were developed. The questionnaire consists of 45 items corresponding to the research variables, all adapted from previous scholarly studies, with their respective sources detailed. The statistical population comprises product and project managers from information technology firms. A total of 147 questionnaires were distributed, of which 109 valid responses were retained for analysis. Data collection was conducted in 2023. For data analysis, SmartPLS 3 was employed using the Structural Equation Modeling (SEM) technique, while SPSS was utilized for descriptive statistical analysis. To assess the reliability of the measurement instruments, Cronbach’s alpha coefficients, composite reliability, and Average Variance Extracted (AVE) were calculated.
 
Findings
Based on the proposed conceptual model, all eight hypotheses were confirmed. The results demonstrate that human-centeredness, learning from failure, customer need discovery, idea generation, idea testing, business model innovation, and design thinking influence corporate performance significantly, as hypothesized in the model. These findings indicate that the conceptual framework effectively explains the examined phenomenon and possesses adequate precision and validity.
 
Conclusion
This study underscores the high impact of human-centeredness, interrogative reasoning, learning from failure, customer need discovery, idea generation, idea testing, business model innovation, and design thinking on business performance. The findings reveal that these factors positively affect corporate performance by enhancing managerial processes and strategies, fostering innovation, and strengthening organizational capabilities. Consequently, firms can leverage these insights to develop innovative strategies and approaches that enhance performance, boost competitiveness, and achieve sustainable growth in today’s dynamic and complex business environments.

کلیدواژه‌ها [English]

  • Design thinking
  • Business model innovation
  • Corporate performance
  • Innovation mediation
  • Organizational value creation

مراجع

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مدیریت بازرگانی
دوره 17، شماره 4
1404
صفحه 1274-1297

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