ارائه مدل بلوغ بازاریابی B2B با استفاده از روش فراترکیب (مطالعه موردی زنجیره ارزش خودروسازی)

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران

2 استادیار گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران

3 استادیار گروه مدیریت دانشگاه پیام نور، تهران، ایران

10.52547/jbmp.2023.227591.1348

چکیده

هدف: بازاریابی صنعتی، مانند سایر وظایف سازمانی دیگر، دچار دستخوش تغییر دائمی است. بخش‌های بازاریابی صنعتی سازمانها به اشکال مختلف توسعه داده می‌شود تا به وضعیت مطلوب برسد. برای اطمینان از اینکه رویکردها، ابزارها، مفاهیم و ...، بتوانند به بهترین شکل ممکن پیاده‌سازی و اجرا شوند، استفاده از یک چارچوب مرجع در قالب مدل بلوغ، ضروری است. هدف پژوهش ارائه مدل بلوغ بازاریابیB2B  است.
روش‌شناسی: پژوهش حاضر از نظر هدف بنیادی - کاربردی و از نظر روش گردآوری اطلاعات آمیخته است. بدین منظور مقالاتی را در بازه زمانی سال 2013 تا 2021 میلادی با رویکرد نظام‌مند پیشینه و روش فراترکیب جهت بررسی مدل‌ها و مراحل مختلف بلوغ ارائه شده در پایگاه‌های علمی، نسبت به جمع‌بندی مراحل بلوغ استفاده شده است. برای بررسی روایی و پایایی کدهای استخراج شده از روش توافق دو کدگذار (ضریب کاپا) استفاده شده است.
یافته‌ها: در مجموع 593 مقاله، گزارش الگوبرداری، وب سایت تخصصی B2B، یافت شد که از این تعداد پس از ارزیابی و پالایش صورت گرفته 29 مقاله انتخاب گردید. با تحلیل و تفسیر ابعاد و مراحل بلوغ اشاره شده در مقالات قبلی مدل بلوغ ارائه شده دارای 5 مرحله، 8 بُعد، 47 زیر بُعد و 294 شاخص است.
نتیجه­‌گیری: ابعاد مدل بلوغ عبارتند از: رهبری، راهبرد، سازماندهی، عملیات و فرآیند، ابزار و پلتفرم‌، بودجه، شاخصها/معیارها، فرهنگ و مدیریت تغییرات سازمانی. در انتها با استفاده از مدل ارائه شده، میزان بلوغ 22 شرکت در زنجیره ارزش خودروسازی ایران مورد سنجش گرفت و یافته‌ها نشان داد بیشتر شرکت‌های مذکور در سطح دو و سه از مدل بلوغ قرار دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Presenting the B2B Marketing Maturity Model Using the Meta-Synthesis (Case Study of Automotive Value Chain)

نویسندگان [English]

  • farrokh tellohosseini 1
  • Rasool Sanavifard 2
  • Ali Asghar eyvazi Heshmat 3
1 PhD Student in Business Management, Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran
2 Assistant Professor, Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran
3 Assistant Professor, Department of Management, Payame Noor University, Tehran, Iran
چکیده [English]

Objective: Industrial marketing, like other organizational functions, is constantly changing. The industrial market segments of the organizations are given to different forms of development to reach the situation. To ensure that everything, tools, concepts, etc., are implemented in the best possible way, a reference framework in the form of a maturity model is used. The purpose of the research is to providing a B2B Marketing Maturity Model.
Methodology: The present study is mixed in terms of basic-applied purpose and in terms of data collection method. For this purpose, articles in the period from 2013 to 2021 AD with a systematic approach of background and Meta-synthesis method to examine the different models and stages of maturity presented in scientific databases, have been used to summarize the stages of maturity. To check the validity and reliability of the extracted codes, the agreement method of two transition codes (kappa coefficient) has been used.
Findings: A total of 593 articles, modeling reports, B2B specialized website were found, of which 29 articles were selected after evaluation and refinement. By analyzing and interpreting the dimensions and stages of maturity mentioned in previous articles, the maturity model presented has 5 stages, 8 dimensions, 47 sub-dimensions and 294 indicators.
Conclusion: The dimensions of maturity model are: leadership, strategy, organization, operations and process, tools and platform, budget, indicators / criteria, culture and management of organizational change. Finally, using the proposed model, the maturity of 22 companies in the value chain of the Iranian automobile industry was measured and the findings showed that most of these companies are at levels two and three of the maturity model.

کلیدواژه‌ها [English]

  • B2B Marketing Maturity Model
  • B2B Marketing Operation and Process
  • B2B Market Tools and Platform
  • Key B2B Performance Indicators
  • Meta-synthesis

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