ارائۀ مدل انتخاب استراتژی های عبور از چالش های راه اندازی پلتفرمهای دیجیتال: رویکرد مبتنی بر CSF و KSF | ||
| چشم انداز مدیریت بازرگانی | ||
| دوره 23، شماره 58 - شماره پیاپی 89، شهریور 1403، صفحه 78-99 اصل مقاله (2.41 M) | ||
| نوع مقاله: علمی - پژوهشی | ||
| شناسه دیجیتال (DOI): 10.48308/jbmp.2024.235571.1604 | ||
| نویسندگان | ||
| آتوسا ابراهیمی شاه آبادی1؛ نیلوفر نوبری2؛ علی مبینی دهکردی* 3 | ||
| 1کارشناس ارشد کارآفرینی گرایش بین الملل، دانشکده کارآفرینی دانشگاه تهران، تهران، ایران. | ||
| 2استادیار و عضو هیات علمی دانشکده کارآفرینی دانشگاه تهران، تهران، ایران. | ||
| 3استاد و عضو هیات علمی دانشکده کارآفرینی دانشگاه تهران، تهران، ایران. | ||
| چکیده | ||
| هدف: موفقیت پلتفرمهایدیجیتال ارتباط تنگاتنگی با همسویی استراتژیهایرقابتی با اهداف استراتژیک دارد. در مرحله راهاندازی، غلبه بر چالشهای استراتژیک که مرتبط با عواملموفقیتبحرانی(CSFs) شناخته میشوند، ضروری است. چراکه با تبدیل آنها به عوامل کلیدیموفقیت (KSFs) مزیترقابتی ایجاد میگردد. هدف این پژوهش ارائه مدلی برای انتخاب استراتژیهای مناسبی است که میانCSF ها و KSfها ارتباط برقرار میکند و ازطریق این همراستایی منجربه دستیابی به اهداف استراتژیک در زمینه راهاندازی پلتفرمهاینرمافزاریB2B و ارائه مدلی برای انتخاب استراتژی متناسب با اهداف در این مرحله است. روش: ما در این پژوهش از مرور ادبیات نظام مند برای شناسایی اهداف استراتژیک و استراتژیهای مرتبط با فاز راهاندازی پلتفرمهایدیجیتال استفاده کردیم و با استفاده از روش ISM، ارتباط میان آنها را مشخص نمودیم. یافتهها: در این پژوهش در وهله اول، ما توانستیم نقش متمایز CSFهاو KSFها را با تمایز قائل شدن میان دو نوع CSFها در موفقیت پلتفرم برجسته نماییم. در وهله دوم، ارتباط میان CSFها و KSFها را تشریح نمودیم. سپس 8 استراتژی مناسب که منجربه عبور از چالش مرغوتخممرغ با تبدیل آن به KSFها میشوند را شناسایی کردیم. از آنجایی که این KSF ها متصل به اهداف استراتژیک هستند، 7هدف استراتژیک مرحله راهاندازی را مشخص ساختیم. درنهایت، ارتباط مستقیم میان این استراتژیها و اهداف را بدست آوردیم. نتیجهگیری: پژوهشما برای کسبوکارهای پلتفرمی، یک مدل منسجم برای انتخاب استراتژیهای راهاندازی مناسب که با اهداف استراتژیک این مرحله همسو هستند، با تاکید بر همراستایی میان CSFهاو KSFها ارائه داد که میتواند راهنمای موثری برای مدیران و صاحبان پلتفرم-های نرمافزاری B2B باشد. | ||
| کلیدواژهها | ||
| راه اندازی پلتفرم های دیجیتال کسب وکار با کسب وکار؛ عوامل بحرانی موفقیت (CSFs)؛ عوامل کلیدی موفقیت (KSFs)؛ روش مدلسازی معادلسازی تفسیری (ISM)؛ استراتژی | ||
| عنوان مقاله [English] | ||
| Presenting a model for choosing strategies to overcome the challenges of digital platforms’ launch: an approach based on CSF and KSF | ||
| نویسندگان [English] | ||
| Atoosa Ebrahimi ShahAbadi1؛ niloofar nobari2؛ Ali Mobini Dehkordi3 | ||
| 1MSc Degree in International Entrepreneurship Entrepreneurship Faculty, University of Tehran, Tehran, Iran | ||
| 2Assistant Professor and Faculty Member, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran. | ||
| 3Professor and Faculty Member, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran. | ||
| چکیده [English] | ||
| Objective: This research aims to develop a model that aligns competitive strategies with strategic goals for launching B2B software platforms. By addressing critical success factors (CSFs) and transforming them into key success factors (KSFs), businesses can create a competitive advantage during the launch phase. Method: A systematic literature review was conducted to identify strategic goals and strategies relevant to the launch stage of digital platforms. The Interpretive Structural Modeling (ISM) method was then used to analyze the relationship between CSFs, KSFs, and strategic goals. Findings: The research distinguished the unique roles of CSFs and KSFs in platform success, identifying two types of CSFs. It also explained the connection between CSFs and KSFs. Eight strategies were identified that help overcome the "chicken-and-egg" challenge by converting it into KSFs. These KSFs are directly linked to seven strategic goals for the launch phase. A direct relationship between the strategies and goals was established. Conclusion: This study provides a structured model for selecting launch strategies aligned with strategic goals, emphasizing the crucial alignment between CSFs and KSFs. This model serves as an effective guide for managers and platform owners in B2B software platforms, helping them choose appropriate strategies during the launch phase to ensure platform success. | ||
| کلیدواژهها [English] | ||
| Launching B2B Digital Platforms, Critical Success Factors (CSFs), Key Success Factors (KSFs), Interpretive Structural Modeling (ISM) Method, Strategy | ||
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