مفهوم پردازی راهبردهای اجتماع محور بنگاه‌های کسب‌وکار

نوع مقاله : پژوهشی

نویسندگان

1 دانشجوی دکتری - گروه مدیریت بازرگانی-دانشکده مدیریت و حسابداری-دانشگاه علامه طباطبائی تهران-تهران، ایران.

2 دانشیار، دانشکده مدیریت و حسابداری ،دانشگاه علامه طباطبائی ،تهران ، ایران

3 دانشیار، دانشکده ادبیات و علوم انسانی، دانشگاه گیلان، رشت، ایران

4 استادیار، گروه مدیریت بازرگانی دانشگاه علامه طباطبائی

چکیده

ازآنجاکه در عصر حاضر ماهیت و نگاه به فعالیت کسب‌وکارها دچار تحولاتی شده و انتظارات از کسب‌وکارها در زمینه حل مسائل اجتماعی بیش‌ازپیش بالا رفته است، بنابراین بررسی انواع رویکردها به این راهبرد‌ها و شناسایی پیامدهای حاصل از آن، می‌تواند به نحوه انتخاب راهبردی شرکت‌ها با در نظر گرفتن مسائل اجتماعی کمک کند. با مرور  پیشینۀ تحقیق مشخص می‌شود که مفاهیم این حوزه دچار تغییر و تحولات بسیاری شده است و دیدگاه‌های جدیدتر بر شیوه گفتمان شرکت‌ها با جامعه تأکید بیشتری دارند. ازاین‌رو هدف پژوهش حاضر ارائه یک چارچوب از دیدگاه یکپارچه و فراگیر از راهبرد‌های اجتماع‌محوری است که می‌تواند پیامدهای گسترده‌تری برای جامعه داشته باشد. بدین منظور برای درک عمیق از پدیده، رویکرد تفسیرگرایی اتخاذ و از روش فراترکیب، برای تجمیع و بسط نظریه‌های پیشین استفاده شد. از کل مجموعه مقالات بررسی‌شده 66 مقاله واجد شرایط از تمام تحقیقات کیفی و کمی مربوط به 15 سال اخیر به زبان انگلیسی و فارسی را در برگرفته است. پس از مطالعه و ارزیابی محتوای مقالات و استخراج کدها و مفاهیم مرتبط، محتوای راهبرد‌های اجتماع‌محور مورد شناسایی قرار گرفت. طبق ادبیات دو جهت‌گیری مسئولانه شرکت‌ها در قبال جامعه یعنی جهت‌گیری تنظیم و جهت‌گیری تغییر، محتوای راهبرد‌های اجتماع‌محور را شکل می‌دهند، که با عنوان راهبرد‌های اجتماع‌محور تنظیم گرا و راهبرد‌های اجتماع‌محور فراگیر نام‌گذاری شدند. در پایان پس از جمع‌بندی چارچوب مفهومی از دسته‌بندی شناسایی‌شده حاصل از این راهبرد‌ها و محتوای و پیامدهای آن ارائه داده شد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Conceptualizing the social-oriented strategies for Businesses

نویسندگان [English]

  • Masoomeh Qasemi shams 1
  • Vahid Khashei Varnamkhasti 2
  • Mohsen Akbari 3
  • Mahdi Ebrahimi 4
1 Department of Business Management - Faculty of Management and Accounting - Allameh Tabatabaei University - Tehran - Iran
2 Faculty of Management and Accountancy. Allameh Tabatabai Universityy. Olympic Village.Tehran. Iran
3 Management, Faculty of Literature and Humanities, University of Guilan, Rasht, Iran
4 Allameh Tabatabai University
چکیده [English]

 Introduction: In the present era, the nature and view of business activity has changed and expectations from businesses in solving social problems have increased more and more, so examining the various approaches to these strategies and identifying the consequences can help how companies choose strategically in relation to Social Issues. A review of the literature reveals that the concepts in this field have undergone many changes and newer perspectives more emphasis on the way companies communicate with society. Therefore, the aim of this study is to provide a framework from an integrated and comprehensive perspective of social-based strategies that can have wider implications for society. The contribution of this study in theoretical value-added is that by examining the content of the formation of strategies that are conceptualized in this study social-based strategies, we reach a more comprehensive and systematic perspective that includes all the conditions and tools for achieving such strategies with specific consequences. Be. Thus, the problem of the present study, the reflection on the field of study and the development of existing reserves in this field, is based on a systematic research to clarify the way for researchers in the field of strategic management and economic actors.
Methodology: Sandelowski and Barroso (2006) models have been used to solve the problem and answer the researcher's questions and among the existing models for implementing the meta-synthesis method. For this purpose, for a deep understanding of the phenomenon, the interpretive approach was adopted and the meta-synthesis method was used to consolidate and expand the previous theories. Out of the total collection of reviewed articles, 66 qualified articles from all qualitative and quantitative researches related to the last 15 years have been included in English and Persian.
Results and Discussion: After studying and evaluating the content of articles and extracting related codes and concepts, the content of social-based strategies was identified. According to the literature, two responsible orientations of companies towards society, namely regulatory orientation and change orientation, form the content of social-based strategies, which were named as regulatory social-based strategies and inclusive social-based strategies. In fact, social-based regulatory strategies are among the strategies that have been previously discussed in the literature as social responsibility strategies related to the business core of and with the aim of gaining a competitive advantage. But inclusive social-based strategies include practices that are likely to go beyond the business core and lead to broader consequences such as inclusive development and community resilience. Findings also show that the content of these two types of strategies in several components including responsible orientation ;perspectives, values ​​and mission; level of analysis; dominant institutional logic; motivation and expected effects and emphasis on value; relationship with corporate governance; perspective or approach Dominance; strategic focus; broad-scale consequences; ultimate goal and orientation to society are different.
 Conclusion: This study tried to help organizations by identifying social-based practices that have a strategic aspect to create purposeful programs and processes to improve the overall well-being of society and ultimately create synergistic value for the organization. Understanding the mechanisms that explain why and how companies are moving toward social-based strategies is also one of the most challenging topics in management studies. Our findings may serve as a springboard for further research to encourage firms to identify components and effective measures to formulate such strategies. It can also act as a practical tool for managing social-based strategies both at the company level and at the extra-organizational level. Finally, the aim of this study was to track the content components of corporate social-based strategies based on a review of the existing literature. To pursue this goal, it is clear from the literature review that there is no comprehensive approach to the content of social-based strategy with the aim and concern of solving social problems and finally broader consequences such as inclusive development and resilience of society and describe its distinction with social-based strategies such as They have a competitive advantage and a win-win relationship with society.

کلیدواژه‌ها [English]

  • Advertising strategy
  • Reconstruction
  • Mental image
  • Tourism
  • Theory of planned behavior

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فصلنامه مطالعات مدیریت راهبردی
دوره 13، شماره 52
دی 1401
صفحه 1-20

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سابقه مقاله

  • تاریخ دریافت: 15 تیر 1400
  • تاریخ بازنگری: 18 آبان 1400
  • تاریخ پذیرش: 16 دی 1400

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