آسیب شناسی مدل های کسب وکار هوشمندی فناوری در ایران

نوع مقاله: مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت تکنولوژی، دانشکده مدیریت و حسابداری دانشگاه شهید بهشتی، تهران، ایران

2 عضو هیئت‌علمی، پژوهشکده مطالعات بنیادین علم و فناوری، دانشگاه شهید بهشتی، تهران

3 عضو هیئت‌علمی، دانشکده مدیریت، دانشگاه تهران، تهران.

چکیده

امروزه، کسب‌وکارهای هوشمندی فناوری در ایران در فروش خدمات خود ناکام مانده و به‌تبع آن در کسب سود که هدف نهایی هر کسب‌وکاری است، شکست خورده‌اند.از همین رو، پژوهش حاضر به دنبال شناسایی دلایل ناکامی این کسب‌وکارها در فروش خدماتشان است. این پژوهش، کیفی بوده و در آن، از روش تحلیل محتوای قیاسی استفاده شده است. بدین منظور، مدل کسب‌وکار استروالدر به‌عنوان مدل مفهومی انتخاب شد و3 جزء اصلی آن به‌منظور فراهم نمودن سؤالات مصاحبه، مورداستفاده قرارگرفت. پس‌ازآن، بامالکان کسب‌وکارها به‌منظور بررسی دیدگاه‌هایشان در خصوص دلایل ناکامی مدل‌های کسب‌وکار هوشمندی فناوی در کشور مصاحبه انجام شد. سپس، تحلیل هر مصاحبه از طریق بررسی خطبهخط و بابهره‌گیری از نرم‌افزار کیفی ماکس­کیودی­ ای انجام شد. براساس تحلیل محتوای کیفی یافته‌ها، مدل کسب‌وکار هریک از کسب‌وکارهای موردمطالعه استخراج و به‌منظور ارزیابی مدل‌های کسب‌وکار با کاربرد معیارهای استروالدر، از طیف لیکرت استفاده شد. در هرکدام از کسب‌وکارها، معیارهای«اثربخشی کانال»، «یافتن مشتریان جدید به‌طور پیوسته»و «مشارکت مشتری درفرایند خلق ارزش»ضعیف‌ترین معیارها شناخته شدند. دلایل ضعف کسب‌وکارها در این معیارها، در دو محور عرضه (ضعف در بازاریابی، تخصص و مهارت، هزینه، رقبا، محتوا، فرهنگ سازمان) و تقاضا (ضعف در سطح کلان و خرد) شناسایی شدند.

کلیدواژه‌ها


عنوان مقاله [English]

Pathology of Technology Intelligence Business Models in Iran

نویسندگان [English]

  • Maryam Khodayari 1
  • Hadi Nilforoushan 2
  • Nastaran Haji Heydari 3
1 Master of Technology Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
2 Faculty Member of Research Center for Fundamental Research in Science & Technology, Shahid Beheshti University, Tehran, Iran.
3 Faculty Member of Management, Tehran University, Tehran. Iran
چکیده [English]

Technology Intelligence Businesses in Iran have failed to sell their services and have been unsuccessful to make a profit which is the ultimate goal of any business. Therefore, the present study seeks to identify the reasons for the failure of these businesses in selling their services.This study is qualitative and deals with the pathology of technology intelligence business models by deductive content analysis. The Osterwalder Business Model was chosen as the conceptual model and its main three components were used to preparethe interview questions. The focus of the interview questions was on examining the attitudes of the respondents about the reasons for the failure of the technology intelligence business models. The analysis of each interview was done by using Maxqda qualitative software. Based on the qualitative content analysis of the findings, the business model of each sample was extracted and Likert scale was used to evaluate the business models using the Osterwalder’s criteria including "channel effectiveness", "finding new customers consistently" and “customer participation in the value creation process" which were identified as the weakest. Then, the reasons for poor performance in the indicated criteria in two areas of supply (marketing, expertise, skill, cost, competitors, content, organizational culture) and demand (weakness at the macro and micro levels) were described.

کلیدواژه‌ها [English]

  • Business Models
  • Osterwalder Business Model
  • Technology Intelligence
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