Document Type : Original Article
Authors
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,
Abstract
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.
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