ارتقای چابکی صنعت محتوای دیجیتال در ایران: نگاهی به نقش استراتژی دانش و دارایی فکری در بازاریابی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده علوم اداری و اقتصادی، دانشگاه لرستان، خرم آباد، ایران

2 هیات علمی گروه مدیریت، دانشگاه پیام نور، تهران، ایران

3 دانش آموخته دکتری مدیریت رفتار سازمانی، دانشکده علوم اداری و اقتصادی، دانشگاه لرستان، خرم آباد، ایران.

چکیده

در قرن حاضر صنایع پیوسته به دنبال چابک سازی خود هستند و یکی از الزامات در این مسیر، استفاده از راهبردها و دارایی‌های دانشی برای بهبود فرایندها است. لذا این پژوهش با نگاهی به استراتژی دانش و دارایی فکری سعی در بهبود چابکی صنعت محتوای دیجیتال در ایران داشته است. پژوهش حاضر، توصیفی از نوع پیمایشی است که به روش میدانی اجرا گردیده است. جامعۀ آماری پژوهش، کلیه فعالان صنعت محتوای دیجیتال در ایران بوده که تعداد 160 پرسشنامه به صورت تصادفی ساده توزیع گردید و نهایتا 142 پرسشنامه قابلیت تجزیه و تحلیل را داشتند. روایی و پایایی پرسشنامه از طریق اعتبار محتوا و سازه و آلفای کرونباخ تایید شد. تجزیه و تحلیل داده‌های پژوهش با به کارگیری تکنیک مدل‌سازی معادلات ساختاری نشان داد که چابکی صنعت، تحت تاثیر معنادار استراتژی دانش و دارایی فکری است؛ همچنین جدای از تاثیرات داخلی متغیرها، دارایی فکری نقش میانجی معناداری را در تاثیر استراتژی دانش بر چابکی برعهده دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Improving the agility in the digital content industry in Iran: a look at the role marketing of knowledge strategy and intellectual property in marketing

نویسندگان [English]

  • hojjat vahdati 1
  • Afshin Bazgir 2
  • Seyyed Hadi Mousavi Nejad 3
1 Associate Professor, Department of Business Management, Faculty of Economic and Administrative Sciences, Lorestan University, Khorramabad, Iran.
2 Faculty Member of Management Department, Payam e Noor University, Tehran, Iran.
3 Ph.D. Organizational Behavior Management, Faculty of Economic and Administrative Sciences, Lorestan University, Khorramabad, Iran.
چکیده [English]

In this century, industries are constantly looking agility, and one of the requirements in is to use strategies and knowledge assets to improve processes. Therefore, this research has tried to improve the agility in the digital content industry in Iran by looking at the strategy of knowledge and intellectual property. The current research is a description-survey type that was carried out using the field method. The research population includes all the digital content industry activists in Iran, which 160 questionnaires were distributed by simple random method and finally 142 questionnaires were able to be analyzed. The validity and reliability of the questionnaire has been confirmed through content and construct validity and Cronbach's alpha. The analysis of the research data using the structural equation modeling technique showed that the agility of this industry is significantly influenced by the knowledge strategy and intellectual property; in addition, apart from the internal effects of variables, intellectual property has a significant mediating role in the influence of knowledge strategy on agility.

کلیدواژه‌ها [English]

  • Knowledge Strategy
  • Organizational Agility
  • Intellectual Property
  • Intangible Property
  • Competitive Advantage
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