پیشایندهای همراستایی استراتژی های بازاریابی و استراتژی های کسب وکار در سطح بین بنگاهی (B2B): مطالعه ای در کسب وکارهای دانش بنیان

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

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت اجرایی، گروه مدیریت اجرایی، دانشکده علوم اقتصادی و اداری دانشگاه مازندران، بابلسر، مازندران، ایران

2 استادیار، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری دانشگاه مازندران، بابلسر، مازندران، ایران

3 استادیار، گروه مدیریت اجرایی، دانشکده علوم اقتصادی و اداری دانشگاه مازندران، بابلسر، مازندران، ایران

چکیده

در بسیاری از شرکت ها می توان همراستایی پائین استراتژی های بازاریابی و کسب و کار را مشاهده نمود. این نقص منجر به بروز مشکلاتی در توسعه کسب و کارها، فروش محصولات و ناکامی در نیل به اهداف و برنامه های طراحی شده می‌گردد. بر اساس اهمیت موضوع، پژوهش حاضر به دنبال شناسایی پیشایندهای همراستایی استراتژی های بازاریابی و استراتژی های کسب و کار در سطح بین بنگاهی (B2B) در کسب و کار های دانش بنیان است. روش: در این پژوهش به تحلیل کیفی مصاحبه 10 نفر از خبرگان و مدیران اجرایی حوزه کسب و کارهای دانش بنیان پرداخته شد. این افراد به صورت هدفمند انتخاب شدند و از طریق مصاحبه های عمیق داده ها گردآوری شدند. و با روش تحلیل تم و با استفاده از نرم افزار MAXQDA مورد تحلیل قرار گرفت. پس از تحلیل داده ها تعداد 215 کد اولیه استخراج شدند و از میان این کدها 34 تم سازمان دهنده و 10 تم فراگیر به دست آمدند. یافته ها: یافته های این پژوهش بیانگر این است که پیشایندهای همراستایی استراتژی های بازاریابی و استراتژی های کسب و کار در سطح بین بنگاهی در کسب و کار های دانش بنیان شامل 10 تم فراگیر شامل یکپارچگی ارتباطی- اطلاعاتی، کارآمدی و توانمندسازی سرمایه انسانی، هم آوایی استراتژیک، تفکر استراتژیک، مدیریت ارزش مشتری، کارآمدی و انسجام ساختاری- مدیریتی، رهبری استراتژیک، چابکی فرآیندی- عملیاتی، هوش رقابتی و منابع پشتیبانی کننده می باشند. نتیجه گیری: بر اساس نتایج پژوهش مشخص شد که شرکت های دانش بنیان قبل از هر چیز و هر نوع اقدامی برای همراستایی پیشایندهای بیان شده بدانند باید شرایط شرکت مورد بررسی قرار گیرد و رقبا و محیط یطور کامل تحلیل و درک شود و آمادگی های لازم جهت بکارگیری همراستایی فراهم کنند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Antecedents of Aligning Marketing Strategies and Business Strategies at the B2B Level: A Study in Knowledge-Based Businesses

نویسندگان [English]

  • Leila Shakeri Kebria 1
  • Mohammad Safari 2
  • Bahareh Abedin 3
1 M.A Student in Executive Management, Department of Executive Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Mazandaran, Iran
2 Assistant Prof., Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Mazandaran, Iran
3 Assistant Prof., Department of Executive Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Mazandaran, Iran
چکیده [English]

In many companies, it is possible to see the low alignment of marketing and business strategies. This defect leads to problems in business development, product sales, and failure to achieve the designed goals and plans. Based on the importance of the subject, the current research seeks to identify the antecedents of the alignment of marketing strategies and business strategies at the business-to-business level in knowledge-based businesses. Method: In this research, a qualitative analysis of the interviews of 10 experts and executive managers in the field of knowledge-based businesses was done. These people were selected purposefully and collected data through in-depth interviews. After data analysis, 215 initial codes were extracted and 34 organizing themes and 10 comprehensive themes were obtained from these codes. Findings: The findings of this research indicate that the antecedents of the alignment of marketing and business strategies at the inter-enterprise level in knowledge-based businesses include 10 comprehensive themes including communication-information integration, efficiency, and human capital empowerment. Strategic pronunciation, strategic thinking, customer value management, structural-management efficiency and coherence, strategic leadership, process-operational agility, competitive intelligence, and supporting resources.Conclusion: Based on the results of the research, it was determined that knowledge-based companies should know that before anything and any kind of action to align the stated antecedents, the conditions of the company should be examined and the competitors and the environment should be fully analyzed and understood, and the necessary preparations for Provide alignment.

کلیدواژه‌ها [English]

  • Alignment
  • Marketing strategy
  • Business Strategy
  • B2B
  • knowledge-based Businesses
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