رویکرد راهبردی به برند با محوریت ارزش پیشنهادی در سازمان‏های چابک ایرانی

نوع مقاله: علمی - پژوهشی

نویسندگان

دانشگاه شهید بهشتی

چکیده

     این پژوهش با هدف طراحی رویکردی راهبردی به برند، بر اساس ارزش پیشنهادی در سازمان‎های چابک ایرانی صورت گرفته است. روش پژوهش استقرایی‎ و متکی بر نظریه­سازی داده­‌بنیاد است. نخست پیشینه پژوهش در حوزه مطالعات ارزش، برند و چابکی ارائه می‌­شود، سپس با پانزده تن از مدیران ارشد سازمان‎های چابک ایرانی مصاحبه شده است. سپس، با رویکرد داده‌­بنیاد، ماهیت برند راهبردی و فرآیند شکل‎گیری آن شناسایی شده و جایگاه هر یک از عناصر تشکیل­‌دهنده الگوی برندسازی بنیادین در سازمان­‌های چابک ایرانی در قالب مدلی مفهومی ارائه شده است. مدل استخراج شده در برگیرنده عواملی نظیر، تدوین راهبرد و چشم­‌انداز، ارزش‎های سازمانی و پرورش فرهنگ، تبیین و تدوین ارزش پیشنهادی برند (به مشتری، کارکنان و ذی­نفعان)، تبیین و تقویت برند (محصول، کارفرما، سازمان) و برند راهبردی در فضای چابکی سازمانی است.

کلیدواژه‌ها


عنوان مقاله [English]

Strategic Value-Driven Approach toward Brand in Iranian Agile Companies

نویسندگان [English]

  • Babak Moradi
  • Nasrin Jazani
  • Akbar Alam Tabriz
  • Akram Hadizadeh
Shahihd Beheshti University
چکیده [English]

     The objective of the research is to design and explain a strategic model based on customer value proposition and employee value proposition in Iranian agile companies. Based on a qualititaive metheod i.e. “Grounded Theory” approach, this study aims to provide a comprehensive framework containing, product, employer and corporate brand in an aligned context. In this research, and through both desktop studies as well as in-depth interviews with top directors of Iranian agile companies, key factors and concepts are deeply studied, collected, reviewed and analyzed. At the end and according to the findings of the research, managerial implications and future directions are proposed.

کلیدواژه‌ها [English]

  • Value Proposition
  • Brand
  • Organizational Agility
  • Straetgic Brand

 

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