چارچوب فرا ابتکاری فرایند خلق ارزش

نوع مقاله: علمی - پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران. (مقاله حاضر از رساله دکتری)

2 استادیار، گروه مدیریت بازرگانی، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران.

چکیده

پژوهش بنیادین حاضر طراحی و تبیین چارچوب فرا ابتکاری فرایند خلق ارزش را در کانون اصلی توجه خود قرار داده است. در این راستا، در فاز نخست و بر اساس مطالعه گسترده، عمیق و نظام‌مند مبانی نظری، 9 بعد، 27 مؤلفه و 100 شاخص به عنوان عناصر چارچوب فوق مورد اکتشاف قرار گرفتند. همچنین در فاز دوم و پس از اجرای تکنیک دلفی فازی دو مرحله‌ای و بر اساس نظر خبرگان از میان 100 شاخص شناسایی شده 68 شاخص مورد پالایش و تائید قرار گرفته و تناسب ابعاد و مؤلفه‌ها نیز تائید شدند. و بر اساس دو مرحله فوق در نهایت چارچوب فرا ابتکاری فرایند خلق ارزش طراحی و تبیین گردید. همچنین در فاز دوم به‌منظور اجرای تکنیک دلفی فازی و به‌منظور آگاهی از نظر خبرگان یک نمونه 30 نفری از اساتید منتخب دانشگاه که دارای سوابق پژوهشی و تألیفی در حوزه بازاریابی به‌ویژه خلق ارزش هستند جهت مصاحبه انتخاب گردید. نتایج پژوهش حاضر به مرتفع شدن شکاف‌های نظری و توسعه دانش در حوزه مفهوم ارزش کمک شایانی نموده است.

کلیدواژه‌ها


عنوان مقاله [English]

Metaheuristic framework of the value creation process

نویسندگان [English]

  • Masoud Lajevardi 1
  • Abolfazl Danaei 2
  • Seyyed Mohammad Zargar 2
  • Abdollah Heydarieh 2
1 business management, Semnan branch, Islamic Azad University, Semnan, Iran.
2 business management, Semnan branch, Islamic Azad University, Semnan, Iran.
چکیده [English]

The aim of current fundamental research is designing and explaining of metaheuristic framework of the value creation process. In this regard, in the first phase, based on the extensive, deep and systematic study of theoretical foundations, 9 dimensions, 27 components and 100 indicators identified as the elements of the above framework. In addition, in the second phase and after implementation of the two-phase fuzzy Delphi technique, according to experts' opinion, among the 100 identified indicators, 68 indicators were refined and confirmed and the appropriateness of dimensions and components confirmed. Finally based on the above two steps, metaheuristic framework of the value creation process.was developed and explained. In addition, in the second phase, in order to implement a fuzzy Delphi technique, in order to inform the experts, a sample of 30 selected university professors who have a research and writing background in the field of marketing, especially value creation, selected for interview. The results of this study have been helpful in solving theoretical gaps and developing knowledge in the context of the concept of value.

کلیدواژه‌ها [English]

  • customer value proposition
  • firm-based Perspective
  • customer-based perspective
  • two-ways perspective
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