فراترکیب عوامل موثر بر انگیزه‌های هم‌آفرینی ارزش در ارتباطات بنگاه با بنگاه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجو دکتری مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

2 دانشیار،گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

3 استادیار، گروه علوم اجتماعی، دانشکده ادبیات و علوم انسانی، دانشگاه شهید بهشتی، تهران، ایران

چکیده

امروزه بنگاه‌ها برای تعامل با محیط رقابتی جدید، دیدگاه خود را از محصول‌محور یا شرکت محور به ارزش‌محور تغییر داده‌اند و در این تغییر دیدگاه هم‌آفرینی ارزش نقش برجسته‌ای پیدا کرده است. با این وجود در محیط فعالیت بنگاه‌ها عواملی وجود دارد که انگیزه‌های بنگاه‌ها برای هم‌آفرینی را تحت تأثیر قرار می‌دهد. پژوهش‌های گسترده و پراکنده‌ای برای بررسی این عوامل انجام شده است که تحلیل و به کارگیری آنها مستلزم یکپارچگی یافته‌ها است. به همین منظور پژوهش حاضر در صدد دستیابی به یک الگوی جامع از عوامل مؤثر بر انگیزه‌های هم‌آفرینی ارزش در رابطه بنگاه با بنگاه است. از آنجایی‌که پژوهش‌های مرتبط با انگیزه هم‌آفرینی بیشتر از نوع پژوهش‌های کیفی است، روش فراترکیب انتخاب و با توجه به جامعیت الگوی هفت مرحله‌ای ساندوسکی و باروسو(2007) از این الگو برای اجرای مراحل پژوهش استفاده شد. فرایند جستجو و انتخاب مقالات مناسب و مرتبط بر مبنای روش ارزیابی حیاتی کسپ تا سال 2020 اجرا و از میان 202 پژوهش‌ در نهایت 34 پژوهش‌ برای تحلیل نهایی انتخاب گردید. مبنای روایی پژوهش حاضر روایی نظریه‌ای است و همچنین برای سنجش پایایی، آزمون کاپای کوهن مورد استفاده قرار گرفت، که مقدار شاخص کاپا(معادل 0.641 با سطح معناداری 01/0p <) نشان‌دهنده توافق نسبتاً خوب بین ارزیاب‌ها بود. یافته‌ها در قالب 94 کد، 18 مضمون‌ پایه و 4 مضمون‌ سازمان‌دهنده استخراج شد. الگوی استخراج شده نشان می‌دهد که 4 مضمون‌ سازمان‌دهنده شامل تأمین‌کننده(ارائه‌دهنده خدمت)، مشتری(با شخصیت حقوقی)، هم‌آفرینان(تأمین‌کننده-مشتری) و بستر هم‌آفرینی می‌تواند بر انگیزه‌های هم‌آفرینی ارزش در رابطه بنگاه با بنگاه تأثیرگذار باشد. هر یک از مضامین سازمان‌دهنده دارای مضامین پایه هستند که عبارتند از: (1) عوامل مرتبط با تأمین‌کننده: مدیریت بازاریابی، توسعه محصول، سازماندهی، فرهنگ سازمانی، ساختار ارتباطی، منابع و نقش‌های سازمانی. (2)عوامل مرتبط با مشتری: ویژگی‌های شخصیتی مدیران ارشد، یادگیری، منابع و نقش مشتری. (3)عوامل مرتبط با هم‌آفرینان(مشارکت کنندگان): ساختار تعاملی، ویژگی‌های رفتاری، ساختار منابع، دانش و ارزش. (4)عوامل مرتبط با بستر هم‌آفرینی: شامل سیستم‌‌های خدماتی و گزاره ارزش. 

کلیدواژه‌ها

عنوان مقاله [English]

The Factors of affecting on Value Co-Creation Motivations in Business to Business Relations

نویسندگان [English]

  • ali asadi 1
  • Shahriar Azizi 2
  • Manijeh ghareche 2
  • Marzieh Ebrahimi 3

چکیده [English]

Today, in order to interact with the new competitive environment, firms have changed their view from product-oriented or company-oriented tovalue-oriented, and in this change of perspective, In order to investigate these factors, extensive and scatteredstudies have been conducted that the analysis and deployment of them requires the integration of the findings. Therefore, the present study seeks to achieve a comprehensive model of factors affecting the motivations of value cocreation in the relationship between the business to business. Since the studies related to co-creation motivation are more than qualitative research, the meta-synthesis method was selected and due to the comprehensiveness of the seven-step model of Sandelowski and Barroso(2007).this model was used to conduct the research stages.The process of searching and selecting appropriate and relevant articles based on the Critical Appraisal Skills Program was performed until 2020, and over 202 studies were reviewed, of which 34 studies were finally selected for analysis.The validity of the present study is theoretical validity and also Kappa Cohen test was used to measure the reliability.Findings were extracted in the form of 94 codes,18 Basic Themes and 4 Organizing Themes. The results showed that the factors affecting the motivations of co-creation are classified into:(1)Factors related to the supplier:marketing management, product development, organization, organizational culture, communication structure, resources and organizational roles. (2)Factors related to the customer: Senior managers' personality traits, learning, resources, and customer role.(3)Factors related to co-creators (participants)interactive structure, behavioral characteristics, resource structure, knowledge and value.(4) Factors related to the co-creation platform:including service systems and value propositions.

کلیدواژه‌ها [English]

  • Value
  • co-creation
  • motivation
  • business-to-business Relations
  • Meta-synthesis
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