شناسایی و دسته‌بندی چالشهای حرکت استراتژیک محصول محوری به خدمات محوری در شرکت‌های تولیدکننده

نوع مقاله : پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت بازرگانی- دانشگاه آزاد-واحد علو م و تحقیقات تهران

2 انشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران

3 دانشکده مدیریت-دانشگاه آزاد اسلامی-واحد قزوین

چکیده

امروزه شرکت­های تولیدی، تلاش می‌کنند با استفاده از راه‌‌حل­های یکپارچه ‌خدمات-محصول ‌ترکیبی، موقعیت راهبردی خود را نزد مشتریان، بازتعریف نمایند تا از مزایای ارائه خدمات دوره عمر محصول، بهره‌مند شوند. هدف پژوهش، معرفی پدیده خدمات ‌محوری و ارائه روشی جهت شناسایی و دسته‌بندی چالش­های اتخاذ استراتژی خدمات‌ محوری در صنعت تولید تجهیزات سنگین است. برای جمع‌آوری داده‌ها، از مصاحبه‌های نیمه‌ساختار یافته با 13 نفر از خبرگان صنعت و جهت تحلیل داده­ها و استخراج نتایج، از روش تحلیل مضمون، استفاده شده است. با توجه به ناشناخته بودن فرآیند خدمات محوری در شرکت­های داخلی و ضرورت ایجاد یک منبع دانشی غنی، یک مطالعه ساختارمند از مبانی نظری پژوهش انجام و با استفاده از روش تحلیل تم، یک ساختار اولیه از چالش­ها مشتمل بر373 نکته کلیدی، 41 تم فرعی و 9 تم اصلی ایجاد شد، که در مصاحبه و تحلیل نتایج، مورد استفاده قرار گرفت. نتایج مصاحبه­ها، بیانگر الگویی با 262 نکته کلیدی، 44 تم فرعی و 10 تم اصلی از چالش­های توسعه خدمات‌ محوری در صنعت تولید است. چالش­های اصلی شامل: فرهنگ خدمات، مدیریت مشتری، انواع محصول-خدمت قابل ارائه، ارزش، قراردادها، سیستم تحویل خدمات، شبکه تأمین، مدیریت ریسک و تغییرات محیط اقتصادی است.

کلیدواژه‌ها

عنوان مقاله [English]

Identify and categorize the challenges of strategic product-oriented to service-centric movement in manufacturing companies

نویسندگان [English]

  • Khadijeh Mafakheri 1
  • Hamidreza s 2
  • Ali Badizadeh 3
1 Student of Business Management, Faculty of Management and Economics ,Islamic Azad University, Science and Research Branch, Tehran, Iran.
2 Associate Professor, Department of Business Administration, Faculty of Management, Tehran North Branch, Islamic Azad University, Tehran, Iran
3 Azad eslamic, Qazvin branch
چکیده [English]

Today, manufacturing companies are trying to redefine their strategic position with customers by using integrated service-product-combination solutions to enjoy the benefits of providing product lifetime services. The purpose of this study is to introduce the phenomenon of service-oriented and provide a way to identify and categorize the challenges of adopting a service-oriented strategy in the heavy equipment industry. Semi-structured interviews with 13 industry experts were used to collect data and content analysis method was used to analyze the data and extract the results. Given the ignorance of the service-oriented process in domestic companies and the need to create a rich source of knowledge, a structured study of the theoretical foundations of the research was conducted and using the theme analysis method, a basic structure of challenges consisting of 373 key points, 41 Sub-themes and 9 main themes were created, which were used in the interview and analysis of the results. The results of the interviews represent a pattern with 262 key points, 44 sub-themes and 10 main themes of service-oriented development challenges in the manufacturing industry. The main challenges include: service culture, customer management, types of products-services available, value, contracts, service delivery system, supply network, risk management and changes in the economic environment.
Keywords: Service Providers, Product-Service Systems, Core Services, Challenges

کلیدواژه‌ها [English]

  • Investment strategies in customer relationships
  • Customer responses
  • relationship orientation
  • Relationship quality

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فصلنامه مطالعات مدیریت راهبردی
دوره 11، شماره 41
فروردین 1399
صفحه 139-159

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سابقه مقاله

  • تاریخ دریافت: 25 آبان 1398
  • تاریخ بازنگری: 13 بهمن 1398
  • تاریخ پذیرش: 25 اسفند 1398

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