گذر از محصولات به راهکارها: فهم زوایا و ارائه چارچوب مفهومی راهکار مشتری در شرکت‌های چندملیتی؛ کاربست روش فراترکیب

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت، دانشگاه علامه طباطبائی، تهران، ایران.

2 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه علامه‌طباطبائی، تهران، ایران.

3 استادیار گروه مدیریت صنعتی، دانشکده مدیریت، دانشگاه علامه طباطبائی، تهران، ایران.

10.22034/jiba.2020.10383

چکیده

با افزایش رقابت در سطح بین­المللی و ظهور نیازهای پیچیده مشتریان، برخی تامین­کنندگان پیشنهادات ارزش خود را از فروش کالا یا خدمت به فروش راهکار تغییر داده­اند. از آنجا که مطالعات انجام شده روی راهکار هر یک به صورت مجزا به جنبه­های مختلف آن پرداخته­اند، و از طرفی به دلیل نو بودن مباحث راهکار، در اینزمینه چارچوب مشخصی برای فهم موضوع وجود ندارد. از اینرو، هدف این پژوهش احصاء و طبقه­بندی مقوله­ها و مفاهیم اصلی مرتبط با راهکار مشتری در شرکت­های چندملیتی و ارائه یک چارچوب مفهومی برای درک آن است. بدین منظور با استفاده از روش فراترکیب، 53 مورد از مطالعات کیفی انجام گرفته روی راهکار مشتری در شرکت­های چندملیتی تحلیل محتوا شد و کدهای آنها استخراج شد. سپس کدهایی که مفهوم مشابهی را می­رساندند در قالب 13 مفهوم دسته­بندی شدند. مفاهیم مرتبط نیز در 5 مقوله­ دسته­بندی شدند. یافته­های پژوهش نشان داد چارچوب راهکار مشتری دارای پنج مولفه اصلی: «پیکربندی­ قابلیت­های استراتژیک»، «پیکربندی شبکه­های راهکار»، «مدولار بودن ارائه راهکار»، «فرایندها و قالب­های راهکار» و «عدم قطعیت و تنش­های راهکار» است. این مولفه­ها در یک چارچوب متصل به­هم معنا پیدا می­کنند و زمینه انتقال موفق کسب و کارهای بین­المللی از فروش محصولات و خدمات به سوی ارائه راهکارهای مشتری را مهیا می­کنند. 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Transition from Product to Solutions: Understanding Aspects and Providing a Conceptual Framework for Customer Solutions in Multinational Companies; Meta–Synthesis Approach

نویسندگان [English]

  • Peyman Parvari 1
  • Mehdi Ebrahimi 2
  • Mohammadreza Karimi 2
  • Iman Raeisi 3
1 Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran.
2 Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran.
3 Department of Industrial Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran.
چکیده [English]

With increasing competition at the international level and the emergence of complex customer needs, some suppliers have changed their value proposition from product or service selling to solution selling. Since studies of the solution have each addressed different aspects of the solution, and there is no clear framework for understanding the issue because of the novelty of the debate. Therefore, the purpose of this study is to summarize and classify the main categories and concepts related to customer solution in multinational companies and provide a conceptual framework for understanding it. For this purpose, 53 cases of qualitative studies customer solution in multinational companies analyzed by content analysis and their codes extracted using Meta–Synthesis method. Then the codes that conveyed a similar concept categorized into 13 concepts. Related concepts also categorized into 5 categories. The findings of the research showed that the customer solution framework has five main components: " configuration of strategic capabilities", "configuration of solution networks", "modularity of solution delivery", "solution processes and templates" and "uncertainty and tensions of solution”. These components find meaning in an interconnected framework and provide the basis for successful International business transition from selling products and services to delivering customer solutions.

کلیدواژه‌ها [English]

  • Customer Solution
  • Integrated Solution
  • Multinational Companies
  • Solution Network
  • Meta–Synthesis

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نشریه علمی پژوهشی مدیریت کسب و کارهای بین المللی
دوره 3، شماره 1 - شماره پیاپی 8
فروردین 1399
صفحه 109-137

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سابقه مقاله

  • تاریخ دریافت: 25 دی 1398
  • تاریخ بازنگری: 23 بهمن 1398
  • تاریخ پذیرش: 23 بهمن 1398

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