ارایه مقوله های استراتژی همرقابتی و رتبه بندی آنها با روش AHP فازی در صنعت شیر و لبنیات

نوع مقاله : مدیریت استراتژیک (برنامه­‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسب­وکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . )

نویسندگان

1 دانشیار گروه مدیریت بازرگانی دانشگاه تهران، ایران

2 دانشجوی دکتری سیاستگذاری بازرگانی دانشکده مدیریت پردیس البرز دانشگاه تهران

چکیده

حفظ موقعیت رقابتی و بقاء یکی از مهمترین چالش‌های شرکت ‌ها در شرایط عدم اطمینان محیطی بالاست. در چنین شرایطی تحلیل و پیش ‌بینی پویایی همکاری و رقابت برای شرکت‌ ها بسیار مشکل است. این در حالی است که هم رقابتی راهبردی است که در دو دهه اخیر به منظور کسب، حفظ و ارتقا جایگاه رقابتی مورد توجه بسیاری از شرکت‌ها قرار گرفته است. هم رقابتی که از تلفیق دو استراتژی رقابت و همکاری حاصل می‌شود، نوع جدیدی از روابط بین سازمان ها است که می‌تواند به شرایط برد - برد بیانجامد.
در این پژوهش با استفاده از روش پژوهشی داده بنیاد از نوع گلیزری ظاهرشونده، پس از انجام مصاحبه‌های عمیق و نیمه‌ ساخت ‌یافته با 8 نفر از خبرگان صنعت شیر و لبنیات ایران اشباع نظری حاصل شد. با انجام تحلیل‌های مرتبط با کدگذاری باز، کدگذاری محوری و گدگذاری انتخابی ابتدا مفاهیم و مقوله های استراتژی هم رقابتی در این صنعت شناسایی شده و مدل مفهومی ترسیم گردید. بدین ترتیب 246 کد، 40 مفهوم و 7 مقوله استراتژی هم رقابتی از مصاحبه خبرگان شناسایی و استخراج شده است.
در بخش کمی نیز با استفاده از جدول مورگان 80 نفر از کارشناسان و مدیران صنعت شیر و لبنیات استان های تهران و البرز به عنوان نمونه انتخاب شد و با استفاده از روش AHP فازی نسبت به رتبه بندی مفاهیم و مقوله ها اقدام گردید و در نتیجه مقوله های ذیل به ترتیب شامل مقوله های سازمانی، اقتصادی، فرهنگی، تکنولوژیکی، بازاریابی، سیاسی و اجتماعی رتبه بندی شدند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing of coopetition strategy categories and their ranking by fuzzy AHP method in the dairy industry

نویسندگان [English]

  • Mohsen Nazari 1
  • amin roodani 2
1 Faculty of management ,University of Tehran
2 PhD student in Business Policy, Alborz Campus, University of Tehran
چکیده [English]

Maintaining a competitive position and survival is one of the most important challenges for companies in conditions of high environmental uncertainty. In such circumstances, it is very difficult for companies to analyze and predict the dynamics of cooperation and competition. At the same time, it is a strategic Coopetition that has been considered by many companies in the last two decades in order to gain, maintain and improve its competitive position. The coopetition that results from the combination of two strategies of competition and cooperation is a new type of relationship between organizations that can lead to win-win conditions.
In this fundamental research, after conducting in-depth and semi-structured interviews with 8 experts of Dairy Industry of Iran, theoretical saturation was obtained using the research method of grounded developed by Glaser foundation. By performing analyzes related to open coding, axial coding and selective coding, first the concepts and categories of competitive strategy in this industry were identified and a conceptual model was drawn. Thus, 246 codes, 40 concepts and 7 competing strategy categories have been identified and extracted from expert interviews.
In the quantitative part, using Morgan table, 80 experts and managers of the dairy and dairy industry of Tehran and Alborz provinces were selected as a sample, and using the fuzzy AHP method, the concepts and categories were ranked, and as a result, the category The following were ranked in organizational, economic, cultural, technological, marketing, political and social categories, respectively.

کلیدواژه‌ها [English]

  • Competition
  • Cooperation
  • Coopetition
  • Strategic Alliance
  • Dairy Industry
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