شناسایی ابعاد استراتژی کسب ‏وکار دیجیتال جهت ورود به بازار‏های بین ‏الملل‏

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری بازاریابی بین‌الملل، گروه مدیریت بازاریابی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان.

2 عضو هیات علمی گروه مدیریت بازرگانی ، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان

3 استاد گروه آموزشی مدیریت بازرگانی دانشگاه سمنان

4 دانشیار و عضو هیئت علمی دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

چکیده

امروزه، با توجّه به تحولات اخیر بازاریابی، اهمیت فناوری اطلاعات و ابزارهای دیجیتال و دغدغۀ اصلی بازاریابان در شیوۀ انتخاب استراتژی مناسب جهت ورود و تدوین استراتژی‏های ورود به بازارهای بین‏الملل مبتنی بر ابزارهای دیجیتال به‏ویژه رایانش ابری پوشیده نیست، ازاین‌رو هدف این پژوهش شناسایی و اولویت‏بندی ابعاد و شاخص‏های استراتژی کسب‏وکار دیجیتال برای ورود به بازارهای بین‏الملل مبتنی بر پارادایم رایانش ابری است. روش پژوهش حاضر توصیفی- اکتشافی بوده ، نخست با بررسی پژوهش‌های انجام شده، پرسشنامه‌ای از معیارهای شناسایی شده براساس روش تحلیل محتوای اسنادی در اختیار خبرگان قرار گرفت. پس از شناسایی ابعاد و شاخص‏های مدل پژوهش با دریافت نظر 15 خبره (متخصص در حوزۀ دیجیتال، بازاریابی و رایانش ابری) با استفاده از تکنیک‏های تصمیم‏گیری چندمعیاره شامل سوارا (روش تحلیل نسبت ارزیابی وزن دهی تدریجی) و آراس خاکستری، وزن دهی و اولویت‏بندی شد. یافته‏های به‌دست‌آمده از هردو روش حاکی از آن است که دامنه استراتژی کسب‏وکار دیجیتال - معماری دیجیتال، منابع استراتژی کسب‏وکار دیجیتال - معماری دیجیتال، دامنه استراتژی کسب‏وکار دیجیتال - مدل کسب‏وکار دیجیتال، منابع استراتژی کسب‏وکار دیجیتال - مدل کسب‏وکار دیجیتال و سرعت استراتژی کسب‏وکار دیجیتال - پویایی کسب‌وکار به ترتیب اولویت اوّل تا پنجم را داشتند. بر اساس اوزان محاسبه‌شده، مهم‌ترین بُعد استراتژی کسب‏وکار دیجیتال، معماری دیجیتال، پویایی کسب‏وکار، مدل کسب‏وکار دیجیتال و مدیریت اطلاعات است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identifying of Digital Business Strategy Dimensions to enter international markets

نویسندگان [English]

  • Somayeh Zangian 1
  • Morteza Maleki MinBashRazgah 2
  • Davood Feiz 3
  • Azim Zarei 4
1 Ph.D. Candidate in international Marketing Management, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan university
2 Faculty of Business Management,, Department of Studies in Economics, Management and Administrative Sciences, Semnan University, Semnan. iran
3 FACULTY OF economics management and administrative sciences Semnan university
4 Associate Professor, Faculty of Business Management, DoS in Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
چکیده [English]

Nowadays, in keeping with the recent marketing developments, the significance of information technology and digital tools and the primary issue of marketers in a way to select the right strategy to go into and formulate strategies to enter international markets based on digital tools, particularly cloud computing, is not hidden. Therefore, the purpose of this study is to identify the dimensions and indicators of digital business strategy (DBS) for entry to international markets based on the cloud computing paradigm. The method of the present study is descriptive-exploratory. First, by reviewing the researches, a questionnaire of the identified criteria based on the documentary content analysis methodology was provided to the experts. After identifying the dimensions and indicators of the research, the research model received the opinion of 15 experts (experts in the field of digital, marketing and cloud computing) exploitation multi-criteria decision-making techniques including Step-wise weight assessment ratio analysis (SWARA) and gray Aras method were weighted and prioritized. Findings obtained from both methods indicate that the scope of DBS - digital architecture, DBS Resources - digital architecture, the scope of DBS - digital business model, DBS Resources - Digital Business Model and Speed of DBS - Business Dynamics were the first to fifth priorities, respectively. Based on the calculated weights, the most important dimension of DBS is digital architecture, then business dynamics, digital business model and information management.

کلیدواژه‌ها [English]

  • Digital Business Strategy
  • Digital architecture
  • Business dynamics
  • Digital business model
  • SWARA
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