طراحی مدل استراتژی اقیانوس آبی در بین رهبران بازار در صنعت مواد غذایی با استفاده از روش دلفی

نویسندگان

1 دانشگاه پیام نور

2 دانشگاه سیستان و بلوچستان

چکیده

استراتژی اقیانوس آبی با رویکرد نوآوری در حوزه استراتژی اقدام به ارائه مجموعه‌ای از ابزارها و رویکردهای خاص جهت خلق ارزش می­نماید. بنابراین بکارگیری این استراتژی در بین رهبران بازار که برای نگهداری و حفظ مزیت‌های رقابتی از راهبرد خلق ارزش استفاده می‌کنند، با اهمیت است. در مقاله حاضر، هدف طراحی مدل استراتژی اقیانوس آبی در بین رهبران بازار  در صنعت مواد عذایی است. این مطالعه در دو مرحله انجام گرفته است: در مرحله اول مطالعات انجام شده در زمینه استراتژی اقیانوس آبی در ایران و جهان بررسی شده و پیشایندها، پیامدها و متغیرهای مرتبط با آن گردیده است و در مرحله دوم، شناسایی و رتبه­بندی شاخص­های مرتبط با مسیرهای اجرای استراتژی اقیانوس آبی در زمینه بازسازی مرزهای بازار با بهره‌گیری از نظر خبرگان و با تکنیک دلفی انجام شده است. تعداد 30 نفر از صاحبنظران دانشگاهی و خبرگان فعال درصنعت مواد غذایی کشور در انجام این تحقیق همکاری داشته اند. در مجموع روش دلفی پس از 3 مرحله منجر به اتفاق نظر شرکت کنندگان و ارائه مدل گردیده است.  بر طبق نتایج در مرحله اول، ویژگی­های شرکت به عنوان عوامل زمینه­ای، پیشامدهای نرم­افزاری و سخت­افزاری به عنوان عوامل علی و ویژگی­های صنعت به عنوان عوامل تعدیل­گر و افزایش سهم بازار، افزایش تقاضای کل بازار، بازارآفرینی و تنوع بخشیدن به بازار به‌عنوان پیامدهای بکارگیری استراتژی اقیانوس آبی شناسایی شده­اند. نتایج مرحله دوم، نشان­گر این است که شرکت­ها می­توانند با دنباله­روی از مسیرهای فراتر رفتن از صنایع جایگزین، در نظر گرفتن گروه­های استراتژیک، زنجیره خریداران، محصولات و خدمات مکمل، جذابیت کارکردی یا احساسی برای خریداران و جستجو در زمان به عنوان رهبران بازار عمل کنند. در نهایت انجام این پژوهش منجر به طراحی یک مدل کیفی از بکارگیری استراتژی اقیانوس آبی در بین رهبران بازار شامل پیشایندها و عوامل تعدیلگر موثر بر رابطه بین بکارگیری استراتژی اقیانوس آبی و دستیابی به رهبری بازار شده است.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Blue Ocean Strategy Model among Market Leaders in the Food Industry Using the Delphi Method

نویسندگان [English]

  • Zahra Kazemi 1
  • Allahyar beigifiroozi 1
  • Noor Mohammad Yaghoubi 2

چکیده [English]

Blue Ocean Strategy with Innovation in the field of strategy offers a set of specific tools and approaches to create value. Therefore, it is important to apply this strategy among market leaders who use a value creation strategy to maintain and maintain competitive advantage. The purpose of this paper is to design a Blue Ocean strategy model among market leaders in the food industry. This study has been conducted in two stages: firstly, studies on the strategy of the blue ocean in Iran and the world have been reviewed and its implications, implications and variables have been studied, and secondly, identification and ranking of indicators The Delphi technique has been used in conjunction with Delphi techniques to guide the implementation of the Blue Ocean strategy for the reconstruction of market boundaries. Thirty academics and food industry experts have been involved in the research. Overall, the Delphi method, after three stages, has led to the consensus of the participants and the presentation of the model. According to the results in the first stage, company characteristics as contextual factors, software and hardware developments as causal factors, and industry characteristics as moderating factors and increasing market share, increasing total market demand. , Market-making and market diversification have been identified as consequences of applying the Blue Ocean strategy. The results of the second stage show that companies can follow the paths of moving beyond alternative industries, considering strategic groups, customer chains, complementary products and services, functional or emotional appeal to buyers. And search in time to act as market leaders. Finally, this research has led to the design of a qualitative model of applying blue ocean strategy among market leaders, including the antecedents and moderating factors influencing the relationship between applying blue ocean strategy and achieving market leadership.

کلیدواژه‌ها [English]

  • Blue Ocean Strategy
  • Market Leaders
  • Food Industry
  • Delphi Method
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