استراتژی کسب‏ وکار دیجیتال برای ورود به بازارهای بین المللی مبتنی بر پارادایم رایانش ابری

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

نویسندگان

1 دانشجوی دانشگاه سمنان

2 عضو هیات علمی دانشکده اقتصاد، مدیریت و علوم اداری

3 عضو هیات علمی دانشگاه سمنان

چکیده

توسعۀ اقتصاد دیجیتال به‌طور فزاینده‌ای، بازارها و شرایط را برای تأمین‌کنندگان، مشتریان، مدیران و کارآفرینان متحوّل ساخته است و رقابت در محیط‌های کسب‏وکار دیجیتال با رویکرد ایستا و سنتی امکان‏پذیر نیست. عدم اطمینان و پویایی در محیط‏های جدید به‌ویژه در بازارهای بین‏المللی نیازمند افزایش چابکی و انعطاف‌پذیری در استراتژی‌های کسب‏وکار است. هدف پژوهش حاضر، شناسایی ابعاد و شاخص-های استراتژی کسب‏ وکار دیجیتال برای ورود به بازارهای بین‏الملل مبتنی بر پارادایم رایانش ابری است. این پژوهش، نوعی پژوهش آمیختۀ اکتشافی، شامل دو بخش کیفی (تحلیل محتوای اسنادی) و کیفی-کمی (‏‏مدل‏سازی ساختاری- تفسیری) است. در بخش کیفی پس از بررسی 549 پیکرۀ آماری مربوط به حوزۀ دیجیتال و استراتژی‏های ورود به بازارهای بین‏الملل‏، 17 شاخص مربوط به استراتژی کسب‏وکار دیجیتال و 4 بُعد (معماری دیجیتال، پویایی ‏کسب‏وکار، مدل کسب‏وکار دیجیتال و مدیریت اطلاعات) از روش تحلیل محتوای اسنادی استخراج و کدگذاری شد. سپس با استفاده از روش تحلیلی ‏مدل‏سازی ساختاری تفسیری از 15 خبره (متخصص در حوزۀ دیجیتال، بازاریابی و رایانش ابری) با روش نمونه‌گیری گلوله برفی برای تعیین روابط میان ابعاد و مؤلفه‌های استراتژی کسب‏وکار دیجیتال استفاده شد. نتایج پژوهش نشان‌دهندۀ نحوۀ ارتباط و تعامل میان مؤلفه‌ها و ابعاد استراتژی کسب‏وکار دیجیتال است. نتایج این پژوهش نشان می‌دهد در میان عوامل تعیین‌شده، حوزه استراتژی کسب‌وکار دیجیتال، مقیاس‌پذیری استراتژی کسب‌وکار دیجیتال، سرعت استراتژی کسب‌وکار دیجیتال و منابع استراتژی کسب‌وکار دیجیتال به‌عنوان عوامل زیربنایی در استراتژی کسب‌وکار دیجیتال موردتوجه قرار گرفتند و پیشنهادهایی درزمینۀ بهبود این ابعاد در شرکت‌های فعال در بازار بین ‏المللی ارائه شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Digital Business Strategy to Enter International Markets Based on the Cloud Computing Paradigm

نویسندگان [English]

  • somayeh zangian 1
  • Morteza Maleki Minbashrazgah 2
  • davood feiz 3
  • Azim Zarei 3
1 Ph.D. Candidate in international marketing Management Semnan university
2 Faculty of Semnan University, DoS in Economics, Management & Administrative Sciences
3 Business management,economy & management,semnan university ,semnan, iran
چکیده [English]

Nowadays, the improvement of the digital economy has progressively changed markets and conditions for suppliers, customers, managers and entrepreneurs. Digital business environments question static approaches to competing in these markets. Uncertainty and dynamism within the market environment require expanding agility and flexibility of business techniques, particularly entry-level strategies based on the cloud computing paradigm. The purpose of this study is to recognize the dimensions and indicators of digital business strategy and the relationship between them. This research could be a kind of mixed exploratory investigate and includes two parts: qualitative (document content analysis) and qualitative-quantitative (structural-interpretive modeling) Is. Within the qualitative section, after evaluating 549 statistical corpus related to the digital sector and foreign market entry strategy, 17 metrics related to the digital business strategy and 4 dimensions (digital architecture, business dynamics, digital business model, and information management) Extricated and encoded. At that point, utilizing the analytical method of interpretive structural modeling, 15 specialists (specialists within the field of digital, marketing and cloud computing) with the method of snowball sampling were utilized to decide the connections between the dimensions and components of DBS. The results demonstrated how the relationship and engagement between the components and dimensions of digital business strategy. The results of this study suggest that among the identified factors, the field of digital business strategy, scalability of digital business strategy, speed of digital business strategy, and resources of digital business strategy. Considering factors in digital business strategy, recommendations are made to improve these dimensions in international companies.

کلیدواژه‌ها [English]

  • International market entry strategies
  • Digital Business Strategy
  • Digital Strategy
  • Cloud Computing
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