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طراحی چارچوب کسب هوشمندی رقابتی 0/2 با بهرهگیری از روش بهترین ـ بدترین (BWM) | ||
مدیریت بازرگانی | ||
مقاله 11، دوره 11، شماره 3، 1398، صفحه 651-676 اصل مقاله (800.83 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2019.261261.3126 | ||
نویسندگان | ||
مونا جامی پور* 1؛ الهام رحمتی2؛ مهناز حسین زاده3؛ غزاله طاهری4 | ||
1استادیار، گروه مدیریت، دانشکده مدیریت، دانشگاه حضرت معصومه (س)، قم، ایران | ||
2کارشناس ارشد، گروه مدیریت بازاریابی، دانشگاه حضرت معصومه (س)، قم، ایران. | ||
3استادیار، گروه مدیریت صنعتی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران | ||
4دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران | ||
چکیده | ||
هدف: ظهور تجارت اجتماعی و فناوریهای وب 0/2 بهخصوص رسانههای اجتماعی، شکل جمعآوری اطلاعات و نحوه کسب هوشمندی رقابتی را تغییر داده است. هوشمندی کسبشده از این محیط باعث شد مفهوم جدیدی بهنام هوشمندی رقابتی 0/2 پدیدار شود که نحوه کسب آن از جهات بسیاری با نوع قبلی آن تفاوت دارد. هدف این پژوهش طراحی چارچوبی برای کسب این نوع هوشمندی، بر مبنای استفاده از ابزارهای فناوری وب 0/2 و بهطور خاص رسانههای اجتماعی است. روش: بدین منظور، نخست با بررسی گسترده پیشینه تحقیق و با تشکیل گروه کانونی متشکل از خبرگان بازاریابی و سپس با نظرسنجی از متخصصان بیشتر، چارچوب نهایی شامل سه مؤلفه اصلی «فرایند کسب هوشمندی رقابتی 0/2 »، «زمینه کسب هوشمندی رقابتی 0/2 » و «محتوای کسب هوشمندی رقابتی 0/2 » تدوین شد. سپس با استفاده از روش بهترین ـ بدترین (BWM) ابعاد و زیرشاخصهای شناساییشده، توسط مدیران بازاریابی و افرادی که تجربه عملی داشتند، وزندهی و رتبهبندی شدهاند. یافتهها: بر اساس یافتهها، 10 بعد مهم این سه مقوله که به تأیید گروه کانونی نیز رسیدهاند، بهترتیب رتبه عبارتاند از: بعد هوشمندی رقبا 0/2 ؛ استخراج مفاهیم و الگوها؛ هوشمندی بازار 0/2 ؛ ارائه و ارزیابی هوشمندی رقابتی 0/2 ؛ برنامهریزی برای کسب هوشمندی رقابتی 0.2؛ فرایندهای کسبوکار؛ افراد؛ فناوری؛ نظارت و جمعآوری اطلاعات از رسانههای اجتماعی؛ هوشمندی اجتماعی/ راهبردی 0/2 و هوشمندی فناوری 0/2. نتیجهگیری: مجموعهای از ابعاد و مؤلفههای بسیار مهم مدل هوشمندی رقابتی 0/2 شناسایی و از نظر اهمیت رتبهبندی شدند. شرکتها برای ارزیابی برنامههای هوشمندی رقابتی در عصر شبکههای اجتماعی، میتوانند از یافتههای این پژوهش استفاده کنند و بهعنوان اصول راهنمای کسب هوشمندی رقابتی از آن بهره ببرند. | ||
کلیدواژهها | ||
هوشمندی رقابتی 0/2؛ تجارت اجتماعی؛ وب 0/2؛ رسانههای اجتماعی؛ روش بهترین ـ بدترین (BWM) | ||
مراجع | ||
اسدزاده، عبدالله؛ رحمانسرشت، حسین (1394). مدلی برای تبیین هوشمندی در شرکتهای هولدینگ. مدیریت بازرگانی، 7 (4)، 805-822. دهدشتیشاهرخ، زهره؛ بهیار، پدرام (1397). تأثیر عوامل فردی و اجتماعی برمشارکت مصرفکنندگان جواع مجازی. مدیریت بازرگانی، 10 (1)، 121-144. رضایی دولتآبادی، حسین؛ زینلی، زهرا؛ شکرچیزاده، زهرا (1390). بررسی میزان تأثیر هوشمندی رقابتی در ایجاد مزیت رقابتی. چشماندار مدیریت بازرگانی، 38 (5)، 9-25.
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