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بررسی رابطه آیندهنگاری راهبردی و فناوریهای رسانهای در مدلهای کسبوکار | ||
بررسیهای مدیریت رسانه | ||
مقاله 4، دوره 1، شماره 2، 1401، صفحه 189-212 اصل مقاله (627.08 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/mmr.2022.89052 | ||
نویسندگان | ||
آیدین سلام زاده1؛ مرتضی هادی زاده2؛ سمیراسادات مرتضوی* 3 | ||
1استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران. | ||
2کارشناس ارشد، گروه مدیریت کارآفرینی سازمانی، دانشکده مدیریت، دانشگاه شهید بهشتی، تهران، ایران. | ||
3دکتری، گروه کارآفرینی ـ تکنولوژی، دانشکده مدیریت و حسابداری، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران. | ||
چکیده | ||
هدف: انقلاب دیجیتال و گسترش فناوریهای نوین در رسانه، تعاملات اجتماعی و مراودات اقتصادی کسبوکارها را تغییر داده است، صاحبان مشاغل برای حفظ سهم بازار و گسترش آن، به تغییر مدل کسبوکار خود به نفع توسعه رسانه نیازمندند. چنین تصمیمها و تغییرهایی در مدل کسبوکار، از آیندهنگری صاحبان کسبوکارها تأثیر میپذیرد که عنصر اصلی تغییر هوشمندانه و ایجاد ارزش نوآورانه است. روش: پژوهش حاضر از نظر هدف، کاربردی و از نظر نحوه گردآوری دادهها، توصیفی ـ پیمایشی است. جامعه آماری پژوهش، استادان دانشگاه، دانشجویان مقطع دکتری و افراد فعال در حوزه رسانه و کسبوکارهای این حوزه در ایران را شامل میشود. روش نمونهگیری استفادهشده در این پژوهش، نمونهگیری تصادفی ساده بود که 240 نفر بهعنوان نمونه پژوهش انتخاب شد. تجزیه و تحلیل دادهها با استفاده از روش مدلیابی معادلات ساختاری و نرمافزار اسمارت پیالاس 3 انجام شده است. یافتهها: رابطه مثبت و معنادار مؤلفه آیندهنگاری راهبردی، خلق ارزش و فناوریهای نوین رسانهای بر گسترش مدلهای کسبوکار رسانهای تأیید شد. بیشترین مقدار معناداری و ضریب تأثیر، متوجه آیندهنگاری راهبردی بر مدل کسبوکار است که ضرورت توجه ویژه به آیبهآآآاینده ندهنگاری راهبردی را آشکار میسازد. نتیجهگیری: این مطالعه نشان میدهد که مدلهای کسبوکار، متأثر از آیندهنگاری راهبردی، خلق ارزش در کسبوکار و بهرهمندی از فناوریهای نوین دیجیتال در حوزه رسانه است. توسعه مدل کسبوکار را میتوان در ساختار آیندهنگاری تحقق بخشید و با اتکا به این مؤلفه نیز میتوان ابزار برنامهریزی قدرتمندی برای استفاده هوشمندانه و پیشتازانه در کسبوکار از فناوریهای رسانهای ارائه داد. | ||
کلیدواژهها | ||
آیندهنگاری راهبردی؛ خلق ارزش؛ فناوریهای نوین رسانهای؛ مدل کسبوکار | ||
مراجع | ||
منابع سلامزاده، آیدین؛ هادیزاده، مرتضی و مرتضوی، سمیراسادات (1400). تحقق آموزش کارآفرینانه آنلاین مبتنی بر فناوریهای نوین دیجیتال در ایران با رویکرد سناریونویسی. فصلنامه علمی پژوهشی توسعه کارآفرینی، 14(3)، 481-500. محمدحسینی، بابک؛ هادیزاده، مرتضی و قافلهباشی، سید فهیم (1399). پیشرانهای ارائه خدمات سایبری پایدار در دولت با تأکید بر حفظ امنیت از طریق هوش مصنوعی. آینده پژوهی ایران، 5(2)، 35-65. doi: 10.30479/jfs.2021.14002.1221
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