ارائه چارچوبی برای بین المللی سازی پلتفرم های B2B

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیات علمی دانشگاه سمنان

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

چکیده

هدف: دیجیتالی شدن، فرصت‌ها و تغییرات جدیدی را به کسب‌وکارهای B2B ارائه می‌دهد از جمله این‌که چگونه وارد بازارهای جدید شوند. کسب‌وکارهای B2B در پاسخ به محیط رقابتی فزاینده، بیشتر از پلت‌فرم-های دیجیتال برای حمایت از استراتژی‌های کسب‌وکار خود استفاده می‌کنند و از این طریق توانسته‌اند خود را در سطح بین‌المللی مطرح کنند. موضوع بین‌المللی‌سازی پلت‌فرم‌های دیجیتال B2B کمتر در ادبیات مورد توجه قرار گرفته است. لذا پژوهش حاضر با هدف تدوین الگوی بین‌المللی‌سازی پلت‌فرم‌های دیجیتال B2B انجام گرفت.
روش: این پژوهش از حیث هدف، کاربردی است و ماهیتی اکتشافی دارد؛ همچنین از نظر نوع داده‌ها، یک پژوهش کیفی می‌باشد. داده‌ها در پژوهش حاضر از مصاحبه با متخصصان آشنا به موضوع تحقیق و مدیران پلت‌فرم‌ها به‌دست آمده است؛ این داده‌ها با استفاده از نرم‌افزار اطلس و با روش تحلیل تماتیک استقرایی کدگذاری شدند.
یافته‌ها: سرانجام با استخراج 74 کد پایه، 11 مضمون فرعی و 4 مضمون اصلی (مسئولیت خارجی، هماهنگی، خلق ارزش و حجم بحرانی)، الگوی عوامل موثر بر بین‌المللی‌سازی پلت‌فرم‌های B2B ایجاد شد.
نتیجه‌گیری: این الگو می‌تواند بینش جدیدی به صاحبان کسب‌و‌کار پلت‌فرمی B2B جهت دسترسی به بازارهای بین‌المللی، بهبود تصویر کلی کسب‌و‌کار و افزایش ظرفیت تولید ارائه دهد.

کلیدواژه‌ها

عنوان مقاله [English]

Providing a framework for the internationalization of B2B platforms

نویسندگان [English]

  • Azim zarei 1
  • Maryam Asgharinajib 2
  • sima alipour 2
1 Semnan university faculty member
2 Ph.D. Candidate in Business Management, Faculty of Economics, Management and Administrative sciences, Semnan University, Iran.
چکیده [English]

Objective: Digitalization offers new opportunities and changes to B2B businesses, including how to enter new markets. In response to the increasingly competitive environment, B2B businesses use more digital platforms to support their business strategies, and in this way, they have been able to present themselves at the international level. So far, few literatures have addressed the issue of internationalization of B2B digital platforms. Therefore, the current research was carried out with the aim of compiling the model of internationalization of B2B digital platforms.
Methodology: This research is practical in terms of purpose and has an exploratory nature; Also, in terms of the type of data, it is a qualitative research. The data in the current research was obtained from interviews with experts familiar with the research topic and platform managers; The obtained data were coded using Atlas software and inductive thematic analysis method.
Findings: Finally, by extracting 74 basic codes, 11 sub-themes and 4 main themes (external responsibility, coordination, value creation and critical volume), the model of factors affecting the internationalization of B2B platforms was created.
Conclusion: This pattern can provide new insight to B2B platform business owners to access international markets, improve the overall image of the business and increase production capacity.

کلیدواژه‌ها [English]

  • Internalization
  • platform
  • B2B Business

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  • تاریخ دریافت: 25 خرداد 1401
  • تاریخ بازنگری: 22 آبان 1401
  • تاریخ پذیرش: 24 آبان 1401

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