مفهوم‌سازی و تبیین الگوی سازگاری مدل کسب‌وکار در صنعت فناوری اطلاعات و ارتباطات

نویسندگان

دانشگاه تربیت مدرس

چکیده

سازمان‌ها در خلا فعالیت نمی‌کنند بلکه بخشی از یک اکوسیستم بزرگ هستند که تحت‌تاثیر آن هستند و بر آن تاثیر می‌گذارند. تغییر در محیط کسب‌وکار مانند تغییر در قوانین، رقابت، فناوری‌های جدید  نیازمند این است که مدل کسب‌وکار سازمان با این شرایط سازگار شود. بنابراین نیاز است که سازمان‌ها از طرفی محرک‌های محیطی تاثیرگذار بر مدل کسب‌وکار را شناسایی کنند و از طرف دیگر قابلیت‌های پویای موردنیاز به منظور سازگاری را در خود ایجاد نمایند تا بتوانند در بازار رقابتی امروز باقی بمانند. هدف این پژوهش تبیین الگوی سازگاری مدل کسب‌و‌کار و شناسایی محرک‌های محیطی تاثیرگذار و قابلیت‌های پویای مورنیاز برای سازگاری مدل کسب‌وکار است. برای این منظور با استفاده از نظریه داده بنیاد چندگانه به تحلیل داده‌های حاصل از مرور نظام‌مند ادبیات (15 سال اخیر) و نیز مصاحبه با خبرگان صنعت فناوری اطلاعات و ارتباطات ایران (18 نفر)، که به صورت غیراحتمالی و هدفمند (گلوله برفی) انتخاب شده‌اند، پرداخته شده است. نهایتا مدلی توسعه یافته که در آن به منظور پاسخ به سوالات تحقیق، محرک‌های محیطی موثر بر سازگاری مدل کسب‌وکار در شش گروه عوامل سیاسی و قانونی، اقتصادی، بازار، فناوری، اجتماعی و رقبا و قابلیت‌های پویای موردنیاز به منظور سازگاری مدل کسب‌وکار در چهار گروه قابلیت مشاهده و ارزیابی خارجی، اکتساب منابع خارجی، پیکربندی مجدد منابع داخلی و نوسازی منابع داخلی مفهوم‌پردازی شده‌اند. همچنین سازگاری مدل کسب‌وکار نیز در سه گروه سازگاری در ارزش پیشنهادی، سازگاری در خلق ارزش و سازگاری در کسب ارزش مفهوم‌پردازی شده‌اند. مدل این مطالعه به دلیل یکپارچگی می تواند راهنمای خوبی برای شرکت‌های فعال در زمینه فناوری اطلاعات و ارتباطات به منظور شناخت محرک‌های محیطی و قابلیت‌های پویای موردنیاز به منظور سازگاری مدل کسب‌وکار باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Conceptualizing and explaining the pattern of business model adaptation in the ICT industry

نویسندگان [English]

  • Arman Deilami Azodi
  • Hamid Khodadad Hosseini
  • Asadollah Kordnaeij
  • Asghar Moshabaki

چکیده [English]

Organizations do not operate in a vacuum but are part of a large ecosystem that is affected and impacted. Changes in the business environment such as changes in rules, competition, new technologies require that the business model of the organization be adapted to these conditions. Therefore, to remain competitive in today's competitive market, organizations need to identify the environmental drivers that affect the business model, and on the other hand, create the dynamic capabilities needed for business model adaptation. The purpose of this study is to identify and explain the business model adaptation and identify the influential environmental drivers and dynamic capabilities needed for business model adaptation. For this purpose, the ICT industry has been studied and using Multi grounded theory, data analyzed from systematic literature review over the past 15 years, and interviews with 18 industry experts, which are improbably and purposefully selected using the snowball method. Finally, a model was developed in which environmental drivers affecting business model adaptation into six groups of "political", "legal", "economic", "market", "technological", "social", and "competitor factors" and the dynamic capabilities needed to adapt the business model of the ICT industry into the four groups of "External observation and evaluation", "Internal resource renewal", "External resource acquisition" and "Internal resource reconfiguration" have been conceptualized. Also, business model adaptation has been conceptualized into three groups: "value proposition adaptation", "value creation adaptation" and "value capture adaptation".

کلیدواژه‌ها [English]

  • Business Model Adaptation
  • Enviromental Driver
  • Dynamic capability
  • Multi grounded theory
  • ICT industry
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