ارائه مدل شناسایی مشکلات ورود به بازارهای آنلاین کسب و کار با کسب و کار

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشگاه سمنان

2 هیات علمی دانشگاه سمنان

3 هیات علمی دانشگاه تربیت مدرس

4 هیات علمی دانشگاه تهران

چکیده

شناخت مشکلات و محدودیت­های احتمالی بر سر راه ورود به بازار آنلاین کسب و کار با کسب و کار پیش­ نیاز هرگونه اقدام اجرایی است. باهدف شناسایی این مشکلات، در این تحقیق با استفاده از پژوهش کیفی و تکنیک تحلیل مضمون، داده ­های حاصل از مصاحبه­ های نیمه ساختار یافته بررسی و مورد تحلیل قرار گرفت. با بررسی مضامین اولیه، دو جهت‌گیری کلی "ماهیت مشکل" و "گرایش زمانی حل مشکل" شناسایی گردید. از ترکیب دو مضمون فراگیر، 9 مضمون سازمان دهنده شامل مشکل داخلی و حل مشکل در میان مدت، مشکل داخلی – خارجی و حل مشکل در کوتاه مدت، مشکل داخلی – خارجی و حل مشکل در میان مدت، مشکل داخلی – خارجی و حل مشکل در بلند مدت، مشکل خارجی و حل مشکل در میان مدت، مشکل خارجی و حل مشکل در بلند مدت، مشکل داخلی و حل مشکل در بلند مدت، مشکل خارجی و حل مشکل در کوتاه مدت، و مشکل داخلی و حل مشکل در کوتاه مدت تدوین گردیده است. 

کلیدواژه‌ها

عنوان مقاله [English]

A Model for the Problem Identification of Entry into the B2B Online Markets

نویسندگان [English]

  • Mohsen Karami 1
  • Abbas Ali Rastgar 2
  • Adel Azar 3
  • Davood Feiz 2
  • Mohamad Rahim Esfidani 4
1 Semnan University
2 Semnan University
3 Tarbiat Modares University
4 Tehran University
چکیده [English]

Objective:   Identifying the problems and limitations for entry into the B2B online markets is a prerequisite for any action for those companies that seek to broaden their online market. To identify these problems, while knowing that very little research has been done about B2B online market entry problems, the data were drawn from in-depth interviews with experts (high-level managers). Methodology:  12 key people, with relevant work and education experience, who were interested to participate in the interviews, were chosen from 15 business-to-business companies active in IT industry by judgmental sampling method.  Finding: Data were analyzed using qualitative research and thematic analysis. By examining the basic themes, two general orientations of "problem nature" and "problem-solving time" were identified.  Result: By combining these two Organizer themes, nine universal themes were formulated including internal prolems, internal-external problems, and external problems in short-term, mid-term and longterm time

کلیدواژه‌ها [English]

  • Online Market
  • business to business
  • e-commerce
  • knowledge-based companies

مراجع

  1. Bidgoli, H. (2002). Electronic commerce: principles and practice. Academic press.
  2. Bimpikis, K., Elmaghraby, W. J., Moon, K., & Zhang, W.(2019). Managing Market Thickness in Online B2B Markets Available at https://ssrn.com/abstract=3442379
  3. Boyd, D. E., & Koles, B. (2019). Virtual reality and its impact on B2B arketing: A value-in-use perspective. Journal of Business Research, 100(2), 590-598.
  4. Chaffey, D. (2003). Internet Marketing – Strategy, Implementation andPractice. 2nd ed. Harlow, Prentice-Hall.
  5. Dehghani,s, M.(2018). Designing and elaborating a strategic model of brand competitiveness for entering international markets (Case Study: Food Industry of Iran. PHD dissertation, Semnan University. (in persian)
  6. Dorvash, S. (2013). Factors Influencing Trust in C2C E-Commerce. The degree of Master in Information Technology Management. University of Tehran (in persian)
  7. Esmailpoor,M., & Javidi,A. (2015). Investigating the Factors Affecting the Implementation of E-Commerce in Industrial Markets. 2nd Conference on Applied Economics and Management national approach. (in persian)
  8. Farshad gohar, N., & Yamini,S. (2016). Exploring how e-commerce is applied in industrial markets. 4th International Conference of Modern Research in Management,Economics and Developmen. (in persian)
  9. George F. Watson IV, Scott Weaven, Helen Perkins, Deepak Sardana, and Robert W. Palmatier (2018). International Market Entry Strategies: Relational, Digital, and Hybrid Approaches, Journal of International Marketing Vol. 26, No. 1, 2018, pp. 30–60.
  10. Georgesson, I. (2014). Exploring Social Media use of B2B companies in the Icelandic Fisheries industry. Thesis for Master of Science in international business.
  11. Grewal, R., Comer, J., & Mehta, R. (2001). An Investigation into the Antecedents of Organizational Participation in Business-to-Business Electronic Markets. Journal of Marketing, 65(3), 17-33.
  12. Haji karimi, A., Jamalie bastami, & B. Makizadeh, V. (2010). The Impact of Information and Communication Technology on International Industrial Markets (Case Study of Export Companies in Tehran). Journal of Business Management Perspective, 9(1), 9-22. (in persian)
  13. Holland, C., & Mandry, G. (2012). Online Market Entry Strategy and the Consumer Search Process.UK Academy for Information Systems Conference Proceedings. 44.
  14. Iacovou A. L., Benbasat I., & Dexter A. (2016). Electronic data interchange and small organizations: adoption and impact of technology, MIS Quarterly December, 465–485.
  15. Irani H., Alvani S.M., Jandaghi G., & Zareimatin H.(2015). Designing a generous leadership pattern in government hospitals in Qom province. Iranian journal of management sciences, 10 (38): 10-20.
  16. Junic Kim.(2018). Market entry strategy for a digital platform provider. Baltic Journal of Management. https://doi.org/10.1108/BJM-07-2017-0228
  17. Laudon, K.C., & Laudon J. (2004). Management Information System Managing Digital Firm, New Jersey, Prentice-Hall International.
  18. Mahmodi,M,M., Farsijani,H., & Taheri,M, S. (2014). Providing a Hybrid Model of Factors Affecting the Development and Acceptance of Virtual Tourism in Iran. Journal of Business Management Perspective,12(1),123-143. (in persian)
  19. Marcinkowska, A.(2018). Exploratory study of market entry strategies for digital payment platforms. Conference Proceedings.
  20. Mathews, S., Bianchi, C., Perks, K., Healy, M., & Wickramasekera, R. (2016). Internet Marketing Capabilities and International Market Growth. International Business Review, 25 (4), 820–30.
  21. Mortazavi, S., Rahimnia, F., Rezaian A., & Chitsazian A.(2013). Understanding the content of the psychological contract in the faculty members. Strategic Management Thought; 7 (2): 107-115.
  22. Nazari,M., Vadadhir, A., & Ezati,H. (2020). Transforming the business model in the inland transportation industry. Journal of Business Management Perspective, 18 (38),37-57. (in persian)
  23. Porter, M. E. (2001). Strategy and the internet. Harvard Business Review, March.
  24. Prasad, V. K., Ramamurthy, K., & Naidu, G. M. (2001). The Influence of Internet-Marketing Integration on Marketing Competencies and Export Performance. Journal of International Marketing, 9 (4), 82-110.
  25. Reeder, R. R., Reeder, B. H., & Brierty, E. G. (1991). Industrial Marketing: Analysis, Planning and Control (2nd ed). Prentice-Hall, Inc.
  26. Rojuee, M., Ezzatzadeh, M., & Saeedi, S. (2015). Analyzing Factors Affecting on Internet Marketing Success in Selling E-books. Journal of Academic librarianship and Information Research, 49(2), 255-275. (in persian)
  27. Sculley, A.B., & Woods, W.A.(2001). B2B Exchanges: The Killer Applicationin the Business-to-Business Internet Revolution, New York, Harper and Collins.
  28. Seied Javadin,S.R., Amini, A., & Amini,Z. (2011). Assessing Brand Impact on Industrial Customer Loyalty. Journal of Business Management Perspective, 9(3),59-73. (in persian)
  29. Taghavifard, M., Radmard, M., Jafarnezhad, S., & Harati Nik, M. (2019). Challenges of Valuation and Evaluation of Information Technology Startup Companies. IT Management Studies, 7(27), 29-58. (in persian)
  30. Wang, Y. & Sunb, S. (2010). “Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries”, International Business Review Journal, 19 (4), pp. 333–344

فایل ها

سابقه مقاله

  • تاریخ دریافت: 17 دی 1398
  • تاریخ بازنگری: 19 دی 1399
  • تاریخ پذیرش: 11 دی 1399

هم رسانی

ارجاع به این مقاله

آمار