مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

یادگیری کارآفرینانه در بحران؛ مدیریت هوشمند شرایط عدم قطعیت در بازار

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان
1 گروه کارآفرینی فناورانه، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران.
2 گروه کارآفرینی فناورانه، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران
3 گروه توسعه کارآفرینی، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران
چکیده
هدف: اینکه چگونه هوشمندی برخی کارآفرینان باعث می‌شود به سلامت از شرایط بحران عبور کنند یا حتی فرصت‌های کارآفرینانه را در بازارهایی با عدم قطعیت بالا دنبال کنند، موضوع این پژوهش است. یک جریان تحقیقاتی در حوزه یادگیری کارآفرینانه مدعی است یادگیری تحول‌آفرین اغلب در شرایط بحران ایجاد می‌شود. از این جهت بحران می‌تواند زمینه مناسبی برای مطالعه یادگیری کارآفرینانه باشد.

روش‌: این مطالعه یک پژوهش کیفی است که با روش مطالعه چندموردی انجام شده است. در مجموع با یازده بنیان‌گذار کسب‌وکارهای دانش‌بنیان در ایران که بحران‌های گوناگونی را پشت سر گذاشته بودند، مصاحبه‌های جداگانه‌ای انجام شد. اغلب این کسب‌وکارها علیرغم همه شرایط بحرانی که تجربه کرده بودند نه‌تنها در بازار ایران موفق بوده بلکه در بازارهای بین‌المللی نیز خدمات خود را گسترش داده‌اند.

یافته‌ها: یافته‌های این پژوهش حاکی از اهمیت یادگیری از تجربه بحران‌های گذشته برای مدیریت بحران‌های کنونی و آینده است. همچنین کارآفرینان در شرایط بحران و در موقعیتی که راه‌حل‌های قدیمی و قابل اعتماد هم به درستی جواب نمی‌دهد به سراغ آزمون و خطا و توسعه محصولات جدید می‌روند و برای ارزیابی ایده‌های خود با مشتریان ارتباط برقرار می‌کنند.

مطالعه و یادگیری از تجربیات دیگران نیز موضوعی است که در ادبیات به آن بسیار کم پرداخته شده است گویی کارآفرینان برای یادگیری هر موضوعی باید به صورت فردی آن را تجربه کنند. در نهایت در خصوص پیامدها، این مطالعه نشان می‌دهد یادگیری از شبکه داخلی می‌تواند هم‌زمان منجر به یادگیری بهره‌بردارانه و اکتشافی شود اما شبکه‌های خارجی صرفا می‌توانند به یادگیری اکتشافی منجر شوند.

نتیجه‌گیری: نتایج این مطالعه با ارائه یک مدل فرآیندی به درک بهتر یادگیری کارآفرینانه در بازارهای با عدم قطعیت بالا کمک می‌کند. این پژوهش نتایج قبلی درخصوص پیامدهای یادگیری کارآفرینانه را گسترش می‌دهد و دیدگاه‌ جدیدی در خصوص فرآیند یادگیری در شرایط بحران ارائه می‌کند. جریان‌های اصلی ادبیات در حوزه یادگیری کارآفرینانه کمتر به فرآیند یادگیری به خصوص در شرایط خاص همچون شرایط بحران پرداخته‌اند. فهم این موضوع می‌تواند به ما کمک کند چگونه کسب‌وکارها می‌توانند از شرایط بحران عبور کنند از طرفی بحران زمینه‌ای است برای اینکه فرآیند یادگیری کارآفرینانه شفاف‌تر قابل بررسی باشد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Entrepreneurial learning in crisis: intelligent management of market uncertainty

نویسندگان English

Seyyed Ahmad Alavi 1
Ayatolllah Momayyez 2
Afsaneh Bagheri 3
1 Department of technology Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
2 Department of technology Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
3 Department of Entrepreneurship Development, Faculty of Entrepreneurship, University of Tehran, Iran
چکیده English

Subject: This research examines how the intelligence of certain entrepreneurs allows them to effectively navigate crisis situations and even seize entrepreneurial opportunities in such markets. The Covid-19 crisis, wars in the West Asian region, terrorist groups and international sanctions have created complex conditions for Iranian entrepreneurs. crisis can be a suitable field for studying entrepreneurial learning. Here we want to study the entrepreneurial learning process in crisis conditions and describe and explain this process as much as possible.

Method: This study is a qualitative research conducted using a multiple case study method of eleven founders of knowledge-based businesses in Iran who had gone through various crises, but were successful not only in the Iranian market but also expanded their services in international markets.

Findings: The findings of this research indicate the importance of learning from the experience of past crises to manage current and future crises. Also, entrepreneurs go to trial and error and develop new products in crisis situations where old and reliable solutions don't work and communicate with customers to evaluate their ideas.

Studying and learning from other people's experiences is also a topic that has been very little discussed in the literature. The entrepreneurial learning literature seems to direct entrepreneurs to personal experience to learn any subject, while the study of entrepreneurs rejects this.

Finally, regarding the consequences of learning in crisis, this study shows that learning from the internal network can lead to exploitative and explorative learning at the same time, but external networks can only lead to explorative learning.

This research expands previous results regarding the outcomes of entrepreneurial learning and presents a new perspective on the learning process in crisis situations.

The main streams of literature in the field of entrepreneurial learning have paid very little attention to the learning process, especially in certain situations such as crisis situations. Understanding this issue can help us how businesses can overcome crisis conditions. On the other hand, crisis is a suitable field for the entrepreneurial learning process to be investigated more clearly.

کلیدواژه‌ها English

Crisis
Entrepreneurial learning
Market Uncertainty
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