شناسایی پیشایندهای هم آفرینی ارزش در استارت آپ های اقتصاد اشتراکی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استاد تمام گروه مدیریت بازرگانی، دانشگاه تربیت مدرس

2 استاد دانشگاه تربیت مدرس، گروه مدیریت بازرگانی

3 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

چکیده

هدف: پلتفرم‌های اقتصاد اشتراکی، مدل‌های کسب‌وکار جدیدی ایجاد کرده‌اند که باعث تغییراتی در نحوه احساس و بیان تجربیات مشتریان به وجود آورده اشت. شرکت‌هایی که در بستر اقتصاد اشتراکی فعالیت می‌کنند از جنس استارت‌آپ‌ها (کسب‌وکارهای نوپا) می‌باشند و بازیگران اصلی در اقتصاد اشتراکی، مصرف‌کنندگانی هستند که به‌طور مداوم با شرکت‌ها و سایر مصرف‌کنندگان خلق ارزش می‌کنند. هم‌آفرینی ارزش فرآیند همکاری بین مشتری و تامین‌کننده در فعالیت‌های ایده-پردازی مشترک، طراحی مشترک و توسعه مشترک محصولات جدید می‌باشد. از این‌رو، پژوهش حاضر به دنبال شناسایی پیشایندهای هم‌آفرینی ارزش در استارت‌آپ‌ها در بستر اقتصاد اشتراکی است.
روش‌شناسی: در این پژوهش به تحلیل کیفی مصاحبه 10 نفر از خبرگان و صاحبنظران حوزه استارت‌آپ‌های اقتصاد اشتراکی در ایران پرداخته شد. این افراد به صورت هدفمند انتخاب شدند و از طریق مصاحبه‌های نیمه‌ساختاریافته داده‌ها گردآوری شدند. پس از تحلیل داده‌ها تعداد 131 مضمون پایه استخراج شدند و از میان این مضامین 32 مضمون سازمان‌دهنده و 8 مضمون فراگیر به دست آمدند.
یافته‌ها: یافته‌های این پژوهش بیانگر این است که پیشایندهای هم‌آفرینی ارزش در استارت‌آپ‌های اقتصاد اشتراکی شامل 8 مضمون فراگیر شامل «ادراکات اخلاقی مصرف‌کنندگان»، «قدرت برند»، «بازاریابی رابطه‌مند»، «ارزش مورد انتظار»، «تجربه مشتری»، «پایداری»، «کمک به رشد و توسعه کسب‌وکارها» و «زیرساخت‌ها» می‌باشند.
نتیجه‌گیری: براساس نتایج پژوهش مشخص شد که استارت‌آپ‌های فعال در حوزه اقتصاد اشتراکی قبل از هر چیزی و هر نوع اقدامی باید بدانند که برای مشتریان چه چیزی اهمیت دارد الزامات شکل‌گیری هم‌آفرینی ارزش کدام‌اند.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying the Antecedents of Value Co-Creation in Startups in A Shared Economy Environment: A Qualitative Content Analysis Approach

نویسندگان [English]

  • Asadollah Kordnaeij 1
  • Asghar Moshabaki 2
  • Fatemeh Asghari Goudarzi 3
1 * Professor, Department of Business Management, Tarbiat Modares University, Tehran, Iran.
2 PhD Business / Management
3 MSc of Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.
چکیده [English]

Objective: Shared economics platforms have created new business models that have changed the way customers feel and express their experiences. Companies operating in the context of corporate economics are startups and the main players in the corporate economy are consumers who constantly create value with companies and other consumers. Value co-creation is the process of cooperation between the customer and the supplier in co-ideation activities, co-design, and co-development of new products. Therefore, the present study seeks to identify the antecedents of value co-creation in startups in the context of the sharing economy.
Methodology: In this study, semi-structured interviews were conducted with 10 experts in the field of start-up economics in Iran. These individuals were selected by the purposive sampling method. The collected data were analyzed by a thematic analysis approach. By analyzing the data, 131 basic themes were extracted and from these themes, 32 organizing themes and 8 global themes were obtained.
Findings: The antecedents of value creation in startups in a shared economy environment include "Consumer Ethical Perceptions", "brand strength", "relationship marketing", "expected values", "customer experience", "sustainability", "Helping business growth and development", and "infrastructures". The reliability of the qualitative data analysis was calculated through the Cohen’s Kappa coefficient, which was in good condition.
Conclusion: Based on the results of the research, it was found that startups in the field of the sharing economy must, first of all, know what is important for customers and what is needed to form value creation.

کلیدواژه‌ها [English]

  • Co-Creation
  • Value Co-Creation
  • Startups
  • Shared Economics
  • Thematic Analysis

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  • تاریخ دریافت: 22 اسفند 1400
  • تاریخ بازنگری: 22 فروردین 1401
  • تاریخ پذیرش: 29 فروردین 1401

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