اندیشه مدیریت راهبردی (اندیشه مدیریت)

ارائه چارچوب هم‌رقابتی کسب و کارها در دوران کرونا

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشگاه حضرت معصومه(س)، قم، ایران (نویسنده مسئول).

2 دانشجوی دکتری مدیریت بازرگانی، دانشگاه مازندران، بابلسر، ایران. دانش‌آموخته پردیس فارابی دانشگاه تهران.

چکیده

امروزه هم‌رقابتی به بخشی مهم از استراتژی شرکت‌ها، به منظور انطباق با عدم اطمینان محیط کسب‌وکار، بدل شده است. در دوران همه‌گیری ویروس کرونا و با توجه به شرایط عدم اطمینان ناشی از آن در محیط کسب‌وکار کشور، استراتژی هم‌رقابتی می‌تواند برای عبور از این شرایط سودمند باشد. علیرغم رشد توجه مدیران به استراتژی هم‌رقابتی در دوران کرونا، پژوهشی که به طور کل‌نگرانه و یکپارچه به شناسایی محرکه‌ها، فرآیند و پیامدهای هم‌رقابتی بپردازد و مدیران را در تحقق استراتژی هم‌رقابتی در دوران کرونا یاری رساند، صورت نپذیرفته است. لذا، هدف از پژوهش حاضر ارائه چارچوب هم‌رقابتی کسب‌وکارها در دوران کرونا است. برای این منظور پژوهش در دو مرحله و به صورت آمیخته انجام شده است. در مرحله اول از روش تحقیق کیفی فراترکیب بهره گرفته شده است. در این پژوهش ابتدا مطالعات مرتبط با حوزه پژوهش مورد مطالعه قرار گرفت و در نهایت 84 مقاله برای کدگذاری نهایی انتخاب شدند که از متن مقالات انتخاب شده 136 کد استخراج و دسته‌بندی گردیدند. و سپس در مرحله دوم به‌منظور وزن-دهی و اولویت‌بندی عوامل از رویکرد کمی و تکنیک BWM بهره گرفته شده است. بازه زمانی جستجوی مقالات نیز از سال1997 تا 2021 بوده است. براساس یافته‌های پژوهش محرک‌های هم‌رقابتی کسب‌وکارها در دوران کرونا عبارتند از کمبود منابع مالی، کاهش بهره‌وری شرکتی، چالش‌های عرضه و تقاضا، عدم اطمینان محیطی، جهت‌گیری‌ها و تغییرات رفتاری خرید مشتریان، چالش‌های منابع انسانی، چالش‌های محیطی. نتایج پژوهش نشان داد که فرآیند هم‌رقابتی کسب‌وکارها در دوران کرونا عبارتند از بررسی محیطی صنعت، انتخاب شرکت همکار، انتخاب استراتژی همکاری، تدوین استراتژی، مدیریت تبادل دانش و تکنولوژی، مدیریت و تبادل منابع، مدیریت سرمایه انسانی، مدیریت امور مالی،‌ مدیریت زنجیره تأمین و ارزیابی استراتژیک هم‌رقابتی است. پیامدهای هم‌رقابتی در دوران کرونا نیز شامل افزایش تاب‌آوری، افزایش بهره‌وری، رقابت‌پذیری بیشتر، توسعه بازاریابی و مشتری‌مداری و توسعه‌ی نوآوری و خلاقیت است.

کلیدواژه‌ها

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اندیشه مدیریت راهبردی (اندیشه مدیریت)
دوره 15، شماره 2 - شماره پیاپی 30
مهر 1400
صفحه 309-344
  • تاریخ دریافت: 28 دی 1400
  • تاریخ بازنگری: 22 خرداد 1401
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