مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

مدل تدوین استراتژی های هم رقابتی دربخش فناوری اطلاعات شرکت های مخابراتی

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان
1 گروه مدیریت فناوری اطلاعات، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران.
2 گروه فناوری اطلاعات، واحد پرند، دانشگاه آزاد اسلامی، پرند، ایران.
چکیده
هدف: پژوهش حاضر با هدف طراحی و آزمون مدل تدوین استراتژی‌های هم‌رقابتی در بخش فناوری اطلاعات شرکت‌های مخابراتی انجام شده است. با توجه به پیچیدگی محیط رقابتی و ضرورت هم‌آمیزی رقابت و همکاری برای دستیابی به مزیت پایدار، این مطالعه به شناسایی عوامل کلیدی محرک و پیامدهای استقرار این استراتژی می‌پردازد.
روش: این تحقیق با رویکرد آمیخته (کیفی-کمی) انجام شد. در مرحله کیفی و با استفاده از روش تحلیل تماتیک، هشت عامل کلیدی محرک هم‌رقابتی از طریق مصاحبه با خبرگان صنعت و تحلیل رویدادهای کلیدی شناسایی شدند. در مرحله کمی، یک مدل مفهومی مبتنی بر یافته‌های کیفی طراحی و با استفاده از تکنیک مدلسازی معادلات ساختاری (SEM) و نرم‌افزار SmartPLS بر روی داده‌های پرسشنامه‌ای آزمون شد.
یافته‌ها: نتایج تحلیل کمی نشان داد که مدل پژوهش از برازش مطلوبی برخوردار است. عوامل درونی (شامل اشتراک زیرساخت، تسریع ورود به بازار، دسترسی به فناوری‌های نوین و کاهش ریسک) و عوامل بیرونی (شامل چالش‌های رگولاتوری و جذب حمایت‌های دولتی) تأثیر مثبت و معناداری بر شکل‌گیری استراتژی‌های هم‌رقابتی دارند. همچنین، استراتژی هم‌رقابتی به طور مستقیم منجر به ایجاد مزیت رقابتی و توسعه بازار می‌شود. یافته‌ها حاکی از قدرت تبیین قوی مدل( (R²=0.648 برای متغیر هم‌رقابتی و تأیید تمامی فرضیه‌های پژوهش بود.
نتیجه‌گیری: استراتژی هم‌رقابتی در بخش فناوری اطلاعات مخابرات، راهبردی ضروری و اثرگذار برای مواجهه با چالش‌های محیطی پویا و سرمایه‌بری بالا است. موفقیت این استراتژی مستلزم توجه همزمان به محرک‌های درونی سازمان و فرصت‌ها/تهدیدهای محیط نهادی است. نتایج این پژوهش چارچوبی عملیاتی برای مدیران صنعت و بینشی نظری برای پژوهشگران فراهم می‌آورد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Model for Developing Co-Competitive Strategies in the Information Technology Sector of Telecommunications Companies

نویسندگان English

Hassan Jond 1
Moahammad Reza Sanaei 1
Alireza Tamjid Yamechlo 2
1 Department of Information Technology Management, Faculty of Management, Islamic Azad University, Qazvin, Iran.
2 Department of Information Technology, Faculty of Management, Islamic Azad University, parand, Iran.
چکیده English

Objective: The present study was conducted with the aim of designing and testing a model for developing co-competitive strategies in the information technology sector of telecommunications companies. Given the complexity of the competitive environment and the necessity of combining competition and cooperation to achieve sustainable advantage, this study identifies the key driving factors and consequences of establishing this strategy.
Method: This research was conducted with a mixed approach (qualitative-quantitative). In the qualitative stage, using thematic analysis, eight key driving factors for co-competition were identified through interviews with industry experts and key event analysis. In the quantitative stage, a conceptual model based on qualitative findings was designed and tested on questionnaire data using the structural equation modeling (SEM) technique and SmartPLS software.
Findings: The results of quantitative analysis showed that the research model has a good fit. Internal factors (including infrastructure sharing, accelerating market entry, access to new technologies, and risk reduction) and external factors (including regulatory challenges and attracting government support) have a positive and significant impact on the formation of co-competitive strategies. Also, co-competitive strategy directly leads to the creation of competitive advantage and market development. The findings indicated a strong explanatory power of the model (R²=0.648) for the co-competitive variable and confirmed all research hypotheses.
Conclusion: Co-competitive strategy in the information and telecommunications technology sector is a necessary and effective strategy for facing dynamic environmental challenges and high capital expenditure. The success of this strategy requires simultaneous attention to the internal drivers of the organization and the opportunities/threats of the institutional environment. The results of this study provide an operational framework for industry managers and theoretical insight for researchers.

کلیدواژه‌ها English

Co-competitiveness
information technology
telecommunications companies
structural equation modeling
thematic analysis
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  • تاریخ دریافت 02 آذر 1403
  • تاریخ بازنگری 25 آذر 1403
  • تاریخ پذیرش 10 دی 1403