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.
Innovative business model for B2C distribution's companies (Case Study: Golrang-pakhsh)
نویسندگان [English]
Ali Mobini Dehkordi1؛ Mehran Rezvani2؛ Ali Davari2؛ Fatemeh Forozanfar3
1Associate Professor, University of Tehran, Iran
2Assistant Professor, University of Tehran, Iran
3Master 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
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