مدل کسب‌‌‌وکار نوآورانة B2C برای شرکت‌های پخش (مطالعة موردی: شرکت گلرنگ‌پخش)

نوع مقاله : مقاله پژوهشی - کمی

نویسندگان

1 دانشیار دانشگاه تهران

2 استادیار دانشگاه تهران

3 کارشناس ارشد کارآفرینی

چکیده

در دهه‌های اخیر با رواج اینترنت، کسب‌وکارهای الکترونیکی به عنوان ابزاری برای سازماندهی مدل کسب‌وکار شناخته می‌شود. شرکت‌های بسیاری برای تغییر مدل‌های کسب‌وکار سنتی خود به مدل کسب‌وکار الکترونیکی برای کسب توان رقابتی بیشتر در دنیای پرتغییر و پرپیچیدگی فعلی تلاش می‌کنند. بر این اساس، این مقاله با هدف توسعة مدل کسب‌وکار نوآورانة B2C تدوین شده است. جامعة آماری این تحقیق شرکت گلرنگ‌پخش است. برای اجرای این تحقیق از روش موردکاوی استفاده شد. ابزار اصلی گردآوری داده‌های مصاحبه از نوع عمیق است و علاوه بر آن از بررسی اسناد و مدارک و بررسی چک‌لیست‌ها اطلاعات گردآوری شد. در بخش مصاحبه، با 28 نفر از مدیران ارشد و میانی واحدهای مالی، بازاریابی و فروش (محصولات شوینده، غذایی و سلولزی) و رئیس برندهای این شرکت در خصوص روند فعالیت این شرکت مصاحبه‌ای با نمونه‌گیری هدفمند تا مرحلة اشباع نظری صورت گرفت. در این تحقیق، از مدل کسب‌وکار اوستروالدر به عنوان مدل مبنا استفاده شد و در ادامه با کدگذاری باز و محوری در قالب نه حوزه، مدل کسب‌وکار شرکت گلرنگ‌پخش تدوین شد و عناصر نوآورانة مدل کسب‌‌‌‌‌وکار این شرکت مشخص شد.

کلیدواژه‌ها


عنوان مقاله [English]

Innovative business model for B2C distribution's companies (Case Study: Golrang-pakhsh)

نویسندگان [English]

  • Ali Mobini Dehkordi 1
  • Mehran Rezvani 2
  • Ali Davari 2
  • Fatemeh Forozanfar 3
1 Associate Professor, University of Tehran, Iran
2 Assistant Professor, University of Tehran, Iran
3 Master of Entrepreneurship, Iran
چکیده [English]

Today, every enterprise needs to have its own business model. A business model explains what exactly the costumers want, how they want it and how the company can satisfy them. This can actually leads to the industry's competitive advantages and help the enterprises to revive them. In the late decades the prevalence of e-commerce leads it to be known as a tool to organize the business and so many enterprises try to exchange their existing business model to the new e-business model to obtain competitive advantages in today's complex environment. Accordingly, this paper aims at developing innovative B2C business model has been developed.The research is part of Golrang-pakhsh Co. To implement this method ofcase studies was used. The main tool for collecting data from in-depth interviews, and in addition the analysis of documents and survey data were collected. In interviews with senior and middle managers of financial, marketing and sale with purposive sampling with 28 of the top and middle managers of the company were interviewed. So, in this research we concentrate on finding its own innovative B2C business model and help it maintain its competitive advantage.

کلیدواژه‌ها [English]

  • Business model
  • Golrang-pakhsh
  • innovative business model
  1. برورتون، پل؛ و لینه میلوارد. تحقیق سازمانی. ترجمه سید محمد اعرابی و هاشم آقازاده. 1385تهران: انتشارات دفتر پژوهشهای فرهنگی.
  2. عزتی، مرتضی. 1376. روش تحقیق در علوم اجتماعی. پژوهشکده اقتصاد دانشگاه تربیت مدرس
  3. Andam, Z.R.B.(2003) “e-commerce and e-business” Available at:www.apdip.net/publications/iespprimers/eprimer_eCom.pdf.
  4. Afuah, A., C. Tucci (2001). Internet Business Models And Strategies, Boston: Mcgraw Hill.
  5. Amit R. (2000), Value Drivers Of E-Commerce Business Models
  6. Amit, R., And Zott, C. (2001), Value Creation In E-Business, Strategic Management Journal, Vol. 22, PP. 493-520
  7. Alt, R. and H. Zimmermann (2001). "Introduction to Special Section – Business Models."Electronic Markets 11(1): 3–9.
  8. Casadesus-Masanell, R., And Ricart, J.E. (2010), From Strategy To Business Models And Onto Tactics, Long Range Planning Vol. 43, PP. 195-215
  9. Casadesus-Masanell, R., And Zhu, F., (2012), Business Model Innovation And Competitive Imitation: The Case Of Sponsor-Based Business Models, Strategic Management Journal.
  10. Chesbrough, H., And Rosenbloom, R.S. )2002). "The Role Of The Business Model In Capturing Value From Innovation: Evidence From Xerox Corporation’s Technology Spin-Off Companies," Industrial And Corporate Change
  11. Chesbrough, H. (2010). "Business Model Innovation: Opportunities And Barriers," Long Range Planning
  12. Teece,D.J (2010), Business Models, Business Strategy And Innovation
  13. Flanagan C. (2012), Business Model Innovation: A Bluprint For Higher Education
  14. Hamel, G. Boston, 2000 Leading The Revolution. Harvard Business School Press, 2000
  15. Kalakota, Ravi And Andrew B. Whinston. 1997. Electronic Commerce: A Manager’s Guide. Addison Wesley Longman, Inc.
  16. Krcmar, H., Bohm, M., Friesike, S., And Schildhauer Th. (2011), 1st Berlin Symposium On Internet And Society
  17. Magertta, J. (2002), Why Business Models Matter, Harvard Business Review, Vol. 80, No. 5, PP. 86-93
  18. Osterwalder, A. 2004. "The Business Model Ontology - A Proposition In A Design Science Approach." Lausanne: University Of Lausanne.
  19. Osterwalder, A., And Pigneur, Y. 2002. "An E-Business Model Ontology For Modeling E-Business," Proceedings Of 15th Bled Electronic Commerce Conference, Bled, Slovenia
  20. Osterwalder, A., Pigneur, Y., And Tucci, C.L. 2005. "Clarifying Business Models: Origins, Present, And Future Of The Concept," Communications Of The Association For Information Systems
  21. Rappa, M. (2001). Managing The Digital Enterprise - Business Models On The Web.
  22. Serrat, O., (2012), Business Model Innovation, Asian Development Bank, Cornell University ILR School
  23. Timmers, P. (1998), Business Models For Electronic Markets, Electronic Markets, Vol 8, No. 2
  24. Timmers, P (1999) Electronic Commerce: Startegis And Models For Business-To-Business Trading
  25. Weill, P., Malone, T.W., And Apel, T.G. 2011. "The Business Models Investors Prefer," MIT Sloan Management Review
  26. Weill, P., And Vitale, M.R. 2001. Place To Space: Migrating To E-Business Models. Boston, MA: Harvard Business School Press
  27. Zott C, Amit R. 2007. Business Model Design And The Performance Of Entrepreneurial Firms. Organization Science
  28. Zott C, Amit R. 2008. The Fit Between Product Market Strategy And Business Model: Implications For Firm Performance. Strategic Management Journal
  29. 29.  Zott C, Amit R. 2010. Designing Your Future Business Model: An Activity System Perspective. Long Range lanning
  30. Zott,  C., Amit, R. And Massa, L. (2010), The Business Model: Theoretical Roots, Recent Developments, And Future Research, IESE Business School- University Of Navarra, Barcelona
  31. Zimmermann, H.-D. 2000. "Understanding The Digital Economy: Challenges For New Business Models," Proceedings Of The Americas Conference On Information Systems (AMCIS 2000), H.M. Chung (Ed.), Long Beach, CA: Association For Information Systems