ارائه الگوی مفهومی هم رقابتی با تمرکز بر برندسازی مشترک: یک مرور سیستماتیک ادبیات

نوع مقاله : علمی - پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران

2 گروه مدیریت بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

3 گروه مدیریت بازرگانی، پردیس بین المللی کیش، دانشگاه تهران،تهران، ایران.

چکیده

اهداف: هدف از پژوهش حاضر، ارائه مدل مفهومی هم‌رقابتی با تمرکز بر برندسازی مشترک می‌باشد. تمرکز اصلی این پژوهش بر شناسایی نقش محرک‌های هم‌رقابتی در شکل‌گیری استراتژی‌های هم‌رقابتی مبتنی بر برندسازی مشترک و بررسی پیامدهای آن است تا بتوان به سؤالات پژوهش پاسخ داد. مطالعات اندکی به بررسی همزمان استراتژی‌های هم‌رقابتی در بستر برندسازی مشترک پرداخته‌اند و چارچوبی یکپارچه که ارتباط میان محرک‌ها، استراتژی‌ها و پیامدهای این دو مفهوم را تبیین کند، به‌وضوح در ادبیات موجود مشاهده نمی‌شود. علاوه بر این، اکثر مطالعات پیشین بر روابط خاص یا پیامدهای محدود تمرکز داشته‌اند و کمتر به ارائه یک چارچوب مفهومی جامع مبتنی بر مرور سیستماتیک ادبیات پرداخته‌اند. بنابراین، شکاف اصلی پژوهش حاضر، فقدان یک الگوی مفهومی یکپارچه است که بتواند با تکیه بر مرور نظام‌مند ادبیات، ارتباط میان محرک‌های هم‌رقابتی، استراتژی‌های مبتنی بر برندسازی مشترک و پیامدهای آن را به صورت ساختاریافته تبیین نماید. همچنین سؤالات پژوهش به شرح زیر تعریف می‌شود:چه عواملی باعث شکل‌گیری هم‌رقابتی در حوزه برندسازی مشترک شده؟ شرکت‌ها از چه استراتژی‌هایی برای هم رقابتی در حوزه برندینگ استفاده می‌کنند؟ دلایل استفاده از این استراتژی‌های هم رقابتی چیست؟
روش‌ها: جهت رسیدن به اهداف و پاسخ به سؤالات پژوهش از روش مروری سیستماتیک استفاده شده است. در ابتدا استراتژی جست‌وجو نوشته شد. سپس در پایگاه‌های داده Web of Science، Scopus، ScienceDirect و مگیران، جست‌وجو انجام شد. در ابتدا ۱۹۶ مقاله جهت بررسی یافت شد که ۹ مورد تکراری بود، پس از بررسی عنوان و چکیده مقالات ۱۲۴ مورد نامربوط بوده و در نهایت با مرور متون باقیمانده ۱۸ مقاله نیز نامربوط با موضوع پژوهش بود. در انتها تعداد ۴۵ مقاله مرتبط با ادبیات هم‌رقابتی و برندسازی مشترک جهت مطالعه باقی ماند و با استفاده از نرم‌افزار MAXQDA 2020 مطالعه و کدگذاری گردید. این پژوهش از نظر هدف کاربردی است. با بهره‌مندی از روش مرور سیستماتیک ادبیات، ابعاد و مؤلفه‌های استراتژی‌های هم‌رقابتی مبتنی بر برندسازی مشترک شناسایی و در قالب الگوی مفهومی ارائه خواهند شد. جهت تبیین دقیق روش‌شناسی از رویکرد کیچنهام که شامل موارد برنامه‌ریزی، اجرا و گزارش‌دهی است، استفاده شده است.
یافته‌ها: در این پژوهش با تحلیل محتوای کیفی ۳۹۲ نکته شناسایی و کدگذاری شدند. با توجه به ارتباط آنها با موضوع پژوهش ۲۴ مفهوم در ۸ مقوله فرعی دسته‌بندی شدند و همچنین ۳ مقوله کلی محرک‌ها، استراتژی‌ها و پیادمدها شناسایی شدند. یافته‌های پژوهش حاضر در چارچوب نظریه‌های موجود در حوزه مدیریت استراتژیک و بازاریابی قابل تبیین است. به‌طور خاص، مفهوم هم‌رقابتی ریشه در نظریه بازی و رویکردهای همکاری-رقابت دارد. نظریه بازی‌ها به دنبال اتخاذ نگاهی بازی‌محور به دنیای کسب‌وکار است تا «هم‌رقابتی» را به عنوان یک بازی برد-برد برای هر دو طرف بازی نشان دهد و آنها را به استفاده از این استراتژی تشویق کند. همچنین، استراتژی‌های برندسازی مشترک در چارچوب نظریه ارزش ویژه برند قابل تحلیل هستند. مطالعات نشان دادند که محرک‌های هم‌رقابتی به محرک‌های داخلی، خارجی و وابسطه به رابطه تقسیم می‌گردند. همچنین استراتژی‌های هم‌رقابتی با تمرکز بر برندسازی مشترک به دو صورت ترکیبی و نمادین دسته‌بندی می‌شوند و در ادامه پیامدهای استفاده از این استراتژی‌ها می‌تواند به پیامدهای مالی و غیرمالی و در صورتی‌که درست مدیریت نشوند به ریسک تبدیل شوند. 
نتایج: نتایج پژوهش شامل مدل نهایی هم‌رقابتی با تمرکز بر برندسازی مشترک می‌باشد که نشان می‌دهد محرک‌های هم‌رقابتی باعث اتخاذ استراتژ‌ی‌های هم‌رقابتی مبتنی بر برندسازی مشترک بین رقبای مستقیم و غیرمستقیم می‌شود. همچنین این استراتژی‌ها به صورت نمادین یا ترکیبی بوده و در نهایت منجر به پیامدهای مثبت و منفی برای سازمان‌هایی که از این استراتژی‌ها استفاده می‌کنند، می‌شود. همچنین نتایج این پژوهش می‌تواند به پژوهشگران آتی که قصد پژوهش در حوزه موضوعی هم‌رقابتی و برندسازی مشترک را دارند کمک کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

A Systematic Literature Review of Co-opetition Strategies Based on Co-Branding: A Conceptual Framework

نویسندگان [English]

  • seyed reza seyed javadin 1
  • Mohammad Rahim Esfidani 2
  • Majid Karimian 3
1 Department of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran.
2 Department of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran.
3 Department of Business Administration, Kish International Campus, University of Tehran, Tehran, Iran
چکیده [English]

Objectives: This study aims to present a conceptual model of coopetition with a focus on co-branding. The main emphasis of this research is on identifying the role of coopetition drivers in shaping co-branding-based coopetition strategies and examining their outcomes to answer the research questions. Few studies have simultaneously examined coopetition strategies within the context of co-branding, and a comprehensive framework that clearly explains the relationships among drivers, strategies, and outcomes of these two concepts is lacking in the existing literature. Moreover, most previous studies have focused on specific relationships or limited outcomes and have rarely attempted to provide a comprehensive conceptual framework grounded in a systematic literature review. Therefore, the main research gap addressed in this study is the absence of an integrated conceptual model that systematically explains the relationships between coopetition drivers, co-branding-based strategies, and their outcomes, relying on a systematic literature review. The research questions are defined as follows: What factors lead to the formation of coopetition in co-branding? What strategies do firms use for coopetition in branding? What are the reasons for adopting these coopetition strategies?
Methods: To achieve the objectives and answer the research questions, a systematic literature review method was employed. First, a search strategy was developed. Then, searches were conducted in the databases Web of Science, Scopus, ScienceDirect, and Magiran. Initially, 196 articles were identified for review, of which 9 were duplicates. After reviewing the titles and abstracts, 124 articles were deemed irrelevant. Subsequently, after reviewing the remaining full texts, 18 additional articles were excluded as irrelevant to the research topic. Finally, 45 relevant articles on coopetition and co-branding remained for study and were analyzed and coded using MAXQDA 2020 software. This research is applied in terms of its objective. By utilizing a systematic literature review, the dimensions and components of co-branding-based coopetition strategies will be identified and presented in the form of a conceptual model. To ensure methodological rigor, Kitchenham’s approach, which includes planning, conducting, and reporting stages, was applied.
Findings: In this study, 392 qualitative content units were identified and coded through qualitative content analysis. Based on their relevance to the research topic, 24 concepts were categorized into 8 subcategories, and three main categories—drivers, strategies, and outcomes—were identified. The findings of the present study can be explained within the frameworks of existing theories in strategic management and marketing. Specifically, the concept of coopetition is rooted in game theory and cooperation-competition approaches. Game theory seeks to adopt a game-based perspective on the business world to present "coopetition" as a win-win scenario for both parties and encourages the use of such strategies. Additionally, co-branding strategies can be analyzed within the framework of brand equity theory. The studies showed that coopetition drivers are divided into internal, external, and relationship-based drivers. Furthermore, coopetition strategies with a focus on co-branding are categorized into two types: composite and symbolic. The outcomes of using these strategies can be financial and non-financial, and if not properly managed, they may turn into risks.
Conclusion: The results of this study include a final conceptual model of coopetition with a focus on co-branding, demonstrating that coopetition drivers lead to the adoption of co-branding-based coopetition strategies among direct and indirect competitors. These strategies are either symbolic or composite and ultimately lead to both positive and negative outcomes for organizations that adopt them. The results of this research can also assist future researchers interested in the thematic areas of coopetition and co-branding.
Ethical Considerations: This study adheres to ethical research standards. All sources have been properly cited, and no fabrication, falsification, or plagiarism has occurred. There are no conflicts of interest among the authors.

کلیدواژه‌ها [English]

  • co-opetition
  • co-branding
  • collaborative-competitive branding

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