چشم انداز مدیریت بازرگانی

چشم انداز مدیریت بازرگانی

طراحی مدل ارزش‌آفرینی چابک در صنایع کوچک و متوسط ایران

نوع مقاله : علمی - پژوهشی

نویسندگان
شادی عرفای جمشیدی 1
طهمورث حسنقلی پور یاسوری 2
محمد آقایی داغلیان 3
کریم اسگندری 4
1 دانشجوی دکتری مدیریت بازرگانی، پردیس بین‌المللی ارس، دانشگاه تهران
2 استاد مدیریت بازاریابی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
3 استادیار، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
4 استادیار گروه مدیریت دولتی، دانشگاه پیام نور، تهران، ایران.
10.48308/jbmp.2023.103511
چکیده
هدف: هدف از انجام این پژوهش، طراحی مدل ارزش‌آفرینی چابک در صنایع کوچک و متوسط ایران است.
روش‌­شناسی تحقیق: این پژوهش دارای رویکردی کیفی بوده و از روش نظریه داده‌بنیاد (گراندد تئوری) به عنوان روش تحقیق استفاده شده است. روش گردآوری داده‌­ها مصاحبه‌­های عمیق و باز با 20 نفر از خبرگان دانشگاهی و صاحب‌نظران در حوزه مدیریت بازاریابی و مدیریت زنجیره ارزش‌­آفرینی است به طوری‌­که مصاحبه‌­های خبرگی در نفر 20ام به اشباع نظری انجامید که پس از کدگذاری‌­های انجام شده مدل نهایی اعتبارسنجی گردید.
یافته­‌ها: بر اساس، تحلیل­‌های صورت پذیرفته، تعداد 337 کد باز، 42 کد محوری و 19 مقوله اصلی (کد انتخابی) استخراج شدند.
نتیجه­‌گیری: نتایج به دست آمده از مصاحبه‌­ها نشان می‌­دهد پدیده محوری «ارزش‌­آفرینی چابک» شامل «پویایی مدیریت زنجیره تأمین»، «تطبیق­‌پذیری پویا با محیط» و «استراتژی‌­های پویای منابع انسانی» است که مقولات «هم­جوشی تکنولوژی­‌محور صنایع»، «بطن چابک بازار» و «ارزش­‌خواهی متنوع مشتریان» به عنوان شرایط علّی بر مقولات پدیده محوری تأثیرگذار هستند. مقولات بسترساز به عنوان شرایط زمینه‌­ای لازم در تحقق ارزش‌­آفرینی چابک در صنایع کوچک و متوسط شامل: «مدیریت تنوع خصوصیات منابع انسانی»، «مدیریت عمران سازمانی»، «هوشمندسازی تحقیقات بازاریابی» و «تطبیق‌­پذیری مداوم قوانین با تحولات بازار» است. در این بین برخی از مقولات به عنوان شرایط مداخله‌­گر در تحقق ارزش‌­آفرینی چابک در صنایع کوچک و متوسط شامل: «داشبورد مدیریت عملکرد منابع انسانی»، «مدیریت هوشمند پایداری سازمانی» و «ماهیت تنوع­‌آفرین محیط بازار» که هر دو شرایط زمینه‌­ای و مداخله‌­ای می‌­توانند روی راهبردهای ارائه شده تأثیرگذار باشند. این راهبردها عبارتند از: «هوشمندسازی فرایندهای اصلی زنجیره»، «توانمندسازی چابک منابع انسانی»، «هوشمندسازی برنامه­­‌های تحول سازمانی» و «همگام‌­سازی مستمر با بازار» که استراتژی­‌های لازم در پیاده‌­سازی ارزش­آفرینی چابک در صنایع کوچک و متوسط هستند. در صورت تحقق پدیده محوری می­‌توان مقولات «هوشمندسازی بهره­‌وری در کسب­‌وکار» و «تصویرسازی چابک برند کسب­وکار» را به عنوان پیامدهای حاصله انتظار داشت.
کلیدواژه‌ها
زنجیره ارزش‌آفرینی
ارزش‌آفرینی چابک
صنایع کوچک و متوسط

عنوان مقاله English

Designing an Agile Value Creation Model in Small and Medium Sized Enterprises in Iran

نویسندگان English

Shadi Orafaye Jamshidi 1
Tahmoures Hasangholipor Yasory 2
Mohammad Aghayee Daghlian 3
Karim Esgandari 4
1 Ph.D Student in Business Management at Aras International Campus, University of Tehran,
2 Professor, Marketing Management, Business Management Department, Faculty of Management, University of Tehran, Tehran, Iran
3 Assist Prof , Faculty of Management & Economics, Tarbiat Modares University (TMU), Tehran, Iran
4 Assistant Professor, Department of Public Administration, Payame Noor University, Tehran, Iran,
چکیده English

The purpose of this research is to design an agile value creation model in Small and Medium Sized Enterprises in Iran. The results obtained from the interviews show that the central phenomenon of "agile value creation" includes "dynamics of supply chain management", "dynamic adaptability to the environment" and "dynamic strategies of human resources" which categories "Fusion of technology-oriented industries", "agile heart of the market" and "various values of customers" are the causal conditions. The basic conditions necessary for the realization of agile value creation in Small and Medium Sized Enterprises include: "managing the diversity of human resources characteristics", "organizational construction management", "intelligent marketing research" and "continuous adaptation of laws to market developments". be Intervening conditions in the realization of agile value creation in Small and Medium Sized Enterprises include: "human resources performance management dashboard", "intelligent management of organizational sustainability" and "diversifying nature of the market environment", which both background and intervention conditions They can have an impact on the presented strategies. These strategies include: "intelligence of the main processes of the chain", "agile empowerment of human resources", "intelligence of organizational transformation programs" and "continuous synchronization with the market" which strategy are necessary in the implementation of agile value creation in Small and Medium Sized Enterprises. If the central phenomenon is realized, we can expect the categories of "intelligence of productivity in business" and "agile visualization of the business brand" as the resulting consequences.

کلیدواژه‌ها English

Agile Value Creation
Value Creation Chain
Small and Medium Sized Enterprises
  1. Aghaei, Mohammad & Khosravanian, Hamidreza & Ghazaeri, Alireza, (2013), Synthetic Approach of Classical Concepts of Agility and Interpretive Structural Modeling for Designing of Agile Supply Chain: A Process View of Organizational Agility (Case Study: Distribution Industry), Improvement Management, Volume 7, Issue 2 - Serial Number 20, Pages 55-75, Persian.
  2. Ahmadi, Ali & Rabiee Mondejin, Mohammad Reza & Aminisabegh, Zeynolabdin & Sadeh, Ehsan, (2020), Designing and explaining the process model of human resource value creation in knowledge-based companies, Research in industrial management, Volume 15, pp. 71-95, Persian.
  3. Alilou, Parviz & Saeednia, Hamidreza & Badie Zadeh, Ali, (2017), Designing a Model to clarify Brand Value-creation Determinants in Iranian Textile Industry, marketing management, Volume 12, Issue 37 - Serial Number 37, Pages 31-45, Persian.
  4. Amini Khiabani, Gholamreza & Zarei, Azim Allah & Feiz, Davood, (2020), Public Management Researcher, Volume 13, Issue 49 - Serial Number 49, Pages 189-215, Persian.
  5. Antoldi, Fabio & Cerrato, Daniele, (2020), Trust, Control, and Value Creation in Strategic Networks of SMEs, Sustainability, 12, 1873.
  6. Bahadri, Ali, (2018), Qualitative data foundation research, "Coding" and its importance, steps and method of implementation in Farhangian University's internship, bi-quarterly journal of new teacher training strategies, number 5, spring and summer, pp. 69-88, Persian.
  7. Bowman, C., and Ambrosini, V. (2010). How value is created, captured and destroyed. European Business Review, 22, pp. 479-495.
  8. Brosseau, Daniel & Ebrahim, Sherina & Handscomb, Christopher and Thaker Shail, (2019), The journey to an agile organization, Mckinsey company.
  9. Christian Kaiser, Alexander Stocker, Gianluigi Viscusi, Michael Fellmann, Alexander Richter, Conceptualising value creation in data-driven services: The case of vehicle data, (2021), International Journal of Information Management, Volume 59, ISSN 0268-4012, https://doi.org/10.1016/j.ijinfomgt.2021.102335.
  10. Climent, Ricardo Costa & Haftor, Darek M. (2021), Value creation through the evolution of business model themes, Journal of Business Research, 122, 353–361.
  11. Corsaro, Daniela & Anzivino, Alessia, (2021), Understanding value creation in digital context: An empirical investigation of B2B, Marketing Theory, doi:10.1177/14705931211001542.
  12. Danaei Fard, Hassan and Emami, Mojtabi, (2007), Qualitative Research Strategies: A Reflection on Foundation Data Theorizing, Andisheh Management, Issue 2, Autumn and Winter, pp. 69-97, Persian.
  13. Danaei Fard, Hassan, Elwani, Seyed Mehdi, Azar, Adel, (2016), Qualitative Research Methodology in Management, 4th Edition, Tehran: Safar Publishing, Persion.
  14. David Sjödin, Vinit Parida, Marko Kohtamäki, Joakim Wincent, (2020), An agile co-creation process for digital servitization: A micro-service innovation approach, Journal of Business Research, Volume 112, Pages 478-491, ISSN 0148-2963, https://doi.org/10.1016/j.jbusres.2020.01.009.
  15. Della Corte, Valentina and Del Gaudio, Giovanna, A Literature Review on Value Creation and Value Capturing in Strategic Management Studies (2014). Corporate Ownership & Control, Vol. 11, N. 2, 328-346, Available at SSRN: https://ssrn.com/abstract=2488509.
  16. Ebrahimi, Mehdi, (2022), Designing a Resilience Capacity Development Model of SMEs (Interpretive Structural Approach), Bimonthly Journal of Commercial Surveys, Volume 20, Issue 112, pp. 63-80, Persian.
  17. Eskandari, karim, (2018), Determination of Electronic Services Quality Model in Mellat Bank Based on Competitive Intelligence, Commercial Survey, Volume 14, Issue 81, pp. 63-84, Persian.
  18. Fernqvist, Fredrik and Göransson, Caroline, (2021), Future and recent developments in the retail vegetable category – a value chain and food systems approach, International Food and Agribusiness Management Review, Volume 24, Issue 1, pp. 27-49.
  19. Feyzbakhsh, Omm Al-Banin & Babalhavaeji, Fahimeh, (2022), Review of Innovation and Value Creation in Open Data Ecosystem, Articles in Press, Accepted Manuscript, Available Online from 23 June 2022, Persian.
  20. Findsrud, R. (2020). An Agile Approach to Service Innovation: Creating Valuable Service Innovation with Agile Resource Integration. Journal of Creating Value, 6(2), 190–207. https://doi.org/10.1177/2394964320961886.Garrido-Moreno, A, García-Morales, VJ, King, S et al. (1 more author) (2020) Social Media use and value creation in the digital landscape: a dynamic[1]capabilities perspective. Journal of Service Management. ISSN 1757-5818.
  21. Gholami, Parisa & Faraji, Morteza & Rousta, Alireza, (2020), Presentation of Parsian Bank Brand Promotion Model Base on Grounded Theory with a Value Creation Approach, Investment Knowledge Quarterly, No. 35, Fall, pp. 357-381, Persian.
  22. Hasangholipor Yasory, Tahmourth and Irvani, Mohammad Javad and Notash, Mohammad Reza and Anoushe, Morteza and Mousavi Naqabi, Seyed Mojtabi, (2015), Designing the Development Model of Small and Medium Industries Under Study: Food and Beverage Industries, Management and Development Process, no. 3, Autumn, pp. 21-45, Persian.
  23. Hosseini, Ali and Rahimi Nik, Azam and Heydari, Seyyed Abbas, (2023), presentation of brand value creation model based on consumer's attitude, Islamic lifestyle centered on health, No. 4, Winter, pp. 601-611, Persian.
  24. Hosseini, Seyyed Mahmoud and Sheikhi, Narges, (2012), Supply chain integrity and company performance in Iran's food industry,Journal of Business Management Perspective, Volume 12, Issue 16 - Serial Number 16, pp. 87-106, Persian.
  25. Iansiti, M., & Lakhani, K. R. (2014). Digital ubiquity: How connections, sensors, and data are revolutionizing business. Harvard Business Review, 92(11), 90–99.
  26. Júlia Hofmeister Kahle, Érico Marcon, Antonio Ghezzi, Alejandro G. Frank, (2020), Smart Products value creation in SMEs innovation ecosystems, Technological Forecasting and Social Change, Volume 156, 120024, ISSN 0040-1625.
  27. Kalaignanam K, Tuli KR, Kushwaha T, Lee L, Gal D. Marketing Agility: The Concept, Antecedents, and a Research Agenda. Journal of Marketing. 85(1):35-58.
  28. Klingenberg, Cristina Orsolin, José Antônio Valle Antunes Júnior, Gordon Müller[1]Seitz, (2022), Impacts of digitalization on value creation and capture: Evidence from the agricultural value chain, Agricultural Systems, Volume 201, 103468, ISSN 0308-521X, https://doi.org/10.1016/j.agsy.2022.103468.
  29. Kordnaeij, Asadollah & Moshabaki, Asghar & Asghari Goudarzi, Fatemeh, (2022), Identifying the Antecedents of Value Co-Creation in Startups in A Shared Economy Environment: A Qualitative Content Analysis Approach, Journal of Business Management Perspective, Volume 21, Issue 49 - Serial Number 83, Pages 37-70, Persian.
  30. Kullak, Franziska S., Jonathan J. Baker, Herbert Woratschek, (2021), Enhancing value creation in social purpose organizations: Business models that leverage networks, Journal of Business Research, Volume 125, Pages 630-642.
  31. Kvale, S. (1994). InterViews: An introduction to qualitative research interviewing. Sage Publications, Inc.
  32. Lenka, S., Parida, V., & Wincent, J. (2017). Digitalization capabilities as enablers of value co-creation in servitizing firms. Psychology & Marketing, 34(1), 92–100.
  33. Lepak, David P. & Smith, Ken G. & Taylor, M. Susan, (2007), Value Creation and Value Capture: A Multilevel Perspective, The Academy of Management Review, Vol. 32, No. 1, pp. 180-194.
  34. Madi, Tamer & Dahalin, Zulkhairi & Baharom, Fauziah, (2013), Towards a user value co-creation model for agile web development approach, Special Issue[1]Agile Symposium, Malaysia, 25(4),1137-43.
  35. Martin Christopher, (2000), The Agile Supply Chain: Competing in Volatile Markets, Industrial Marketing Management, Volume 29, Issue 1, Pages 37-44, ISSN 0019-8501, https://doi.org/10.1016/S0019-8501(99)00110-8.
  36. Monajem, Sara & Rezaei, Farzin & Alem Tabrizi, Akbar, (2022), Presenting the Value Creation Model in SMEs Accepted in the Tehran Stock Exchange based on the Grounded theory, Strategic Management Researches, Volume 28, Issue 84, Pages 123-154, Persian.
  37. Navarro-Meneses, F. J. (2020). Agile and Value Creation in Agent-Based Social Simulation. Journal of Creating Value, 6(2), 177–189. https://doi.org/10.1177/2394964320961903.
  38. Ndiaye, Ndeye & Razak, Lutfi Abdul & Nagayev, Ruslan & Ng, Adam, (2018), Demystifying small and medium enterprises’ (SMEs) performance in emerging and developing economies, Borsa Istanbul Review, Volume 18, Issue 4, Pages 269 -281.
  39. Neto, Geraldo Torres G. and Santos, Wylliams B. and Fagundes, Roberta A. A. and Margaria, Tiziana, (2019), Towards an Understanding of Value Creation in Agile Software Development, Association for Computing Machinery, Aracaju, Brazil.
  40. Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. New York: Free Press.
  41. Racheva, Z., Daneva, M., Sikkel, K. (2009). Value Creation by Agile Projects: Methodology or Mystery?. In: Bomarius, F., Oivo, M., Jaring, P., Abrahamsson, P. (eds) Product-Focused Software Process Improvement. PROFES 2009. Lecture Notes in Business Information Processing, vol 32. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-02152-7_12.
  42. Racheva, Z., Daneva, M., Sikkel, K. (2009). Value Creation by Agile Projects: Methodology or Mystery?. In: Bomarius, F., Oivo, M., Jaring, P., Abrahamsson, P. (eds) Product-Focused Software Process Improvement. PROFES 2009. Lecture Notes in Business Information Processing, vol 32. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-02152-7_12
  43. Racheva, Zornitza & Daneva, Maya and Sikkel, Klaas, (2009), Value Creation by Agile Projects: Methodology or Mystery? F. Bomarius et al. (Eds.): PROFES 2009, LNBIP 32, pp. 141–155.
  44. Rahnama Roodposhti, Fereidon & Soleimani, Azadeh, (2022), Risk management in halal business: a new model of value creation, advance in finance and investment, Volume 2, Issue 5, Pages 168-145, Persian.
  45. Riosvelasco-Monroy, G.E., Pérez-Olguín, I.J.C., Flores-Amador, J., Pérez[1]Domínguez, L.A., Hernández-Gómez, J.A. (2023). Horizontal Collaboration Business Model Towards a Sustainable I4.0 Value Creation. In: Gholami, H., Abdul-Nour, G., Sharif, S., Streimikiene, D. (eds) Sustainable Manufacturing in Industry 4.0. Springer, Singapore. https://doi.org/10.1007/978-981-19-7218-8_9 .
  46. Rogi, Manouchehr and Shabghi Saeedi, Fatemeh, (2012), business models; Basics, evaluation, innovation, specialized quarterly of parks and growth centers, number 35, summer, pp. 39-51.
  47. Royo-Vela, Marcelo and Velasquez Serrano, Mariell, (2021), Value Co-Creation Process and Measurement in 4.0 SMEs: An Exploratory Research in a B2B Marketing Innovation Context, Administrative Sciences 11: 20, https://doi.org/10.3390/admsci.
  48. Saleh Al-Omoush, Khaled, Antonio de Lucas, Maria Teresa del Val, (2023), The role of e-supply chain collaboration in collaborative innovation and value-co creation, Journal of Business Research, Volume 158, 113647, ISSN 0148-2963, https://doi.org/10.1016/j.jbusres.2023.113647.
  49. Santos, Jose Novais, (2021), Linking joint value creation to the interplay of competition and cooperation: A fuzzy set approach, Industrial Marketing Management, Volume 92, Pages 45-54.
  50. Seifollahi, naser & Eskandari, Nader, (2021), Value creation for the customer by creating mindfulness of online payment application services, Journal of Business Management Perspective, Volume 20, Issue 45 - Serial Number 78, Pages 120-143, Persian.
  51. Stanco, Marcello & Nazzaro, Concetta & Lerro, Marco & Marotta, Giuseppe, (2020), Sustainable Collective Innovation in the Agri-Food Value Chain: The Case of the “Aureo” Wheat Supply Chain, Sustainability, 12, pp. 1-14.
  52. Strauss, Anselm & Corbin, Juliet, (2014), Basics of Qualitative Research Techniques and Procedures for Developing Grounded Theory, SAGE Publications, Inc, Fourth Edition.
  53. Strecker, Florian & Gniza, Reinhard, (2019), The Internet of Actors - A Peer-to[1]Peer Agile Value Creation Network, https://ceur-ws.org/Vol-2388/paper2.pdf.
  54. Thekkupadam Narayanan, Nithin, (2020), Maximizing Value Creation in Agile Sprints, thesis, Master of Science in Engineering and Management, Massachusetts Institute of Technology.
  55. Toussaint, Mariana & Cabanelas, Pablo & Muñoz‑Dueñas, Pilar, (2022), Social sustainability in the food value chain: what is and how to adopt an integrative approach? Quality & Quantity, springer, September.
  56. Van Bloem, Maarten, (2016), Business Value Creation: Estimation and Measurement in E-Business Agile Projects, Master Thesis, University of Twente, the Netherlands.
  57. Y Yusuf, A Gunasekaran, E.O Adeleye, K Sivayoganathan, (2004), Agile supply chain capabilities: Determinants of competitive objectives, European Journal of Operational Research, Volume 159, Issue 2, Pages 379-392, ISSN 0377-2217, https://doi.org/10.1016/j.ejor.2003.08.022.
  58. Yakin, Nur & Wiet Aryanto, Vincent Didiek & Setiawan, Mulyo Budi, (2018), Mediating effect of value creation in the relationship between relational capabilities on business performance, Contaduría y Administración 63 (1), pp. 1-21.
  59. Bakalova, M. Daneva and Tuan Nguyen, "Standards compliance helps value creation in agile projects," 2014 IEEE Eighth International Conference on Research Challenges in Information Science (RCIS), Marrakech, Morocco, 2014, pp. 1-6, doi: 10.1109/RCIS.2014.6861054