واکاوی علل شکست توسعه خدمت جدید در اپراتورهای تلفن همراه ایران از منظر فرآیند توسعه

نوع مقاله: مقالات پژوهشی- کیفی

نویسندگان

1 دانشجوی دکترای مدیریت فناوری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی و پژوهشگر پژوهشکده مطالعات فناوری

2 استادیار دانشکده مدیریت دانشگاه علامه طباطبایی

3 دانشیار دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی

چکیده

در دنیای امروز که سهم خدمات در اقتصاد کشورها همواره درحال افزایش است، نوآوری در خدمات و توسعه خدمت جدید (NSD)، برای بنگاه‌های خدماتی بسیار مهم و حیاتی شده است. یکی از مهم‌ترین مباحث در این حوزه، بررسی علل عدم‌موفقیت توسعه خدمات جدید در بخش‌های مختلف خدماتی در دنیا و  به‌ویژه در کشورمان است. تحقیق حاضر، با رویکردی  کیفی مبتنی بر مطالعه چندموردی، به بررسی علل عدم‌موفقیت توسعه خدمات جدید در اپراتورهای تلفن همراه ایران از منظر فرآیند توسعه آن‌ها پرداخته است. در این تحقیق، از میان تجربیات ناموفقِ توسعه خدمت جدید در اپراتورهای تلفن همراه کشورمان و از طریق نمونه‌گیری هدفمند، 5 مورد انتخاب شده و مورد بررسی و تحلیل قرار گرفته است. یافته‌های تحقیق نشان می‌دهد، درنظر نگرفتن ملاحظات فرهنگی و اجتماعی، فراموشی برخی از گام‌های مهم، عدم انجام ارزیابی‌های قانونی لازم، رصد نکردن فناوری‌ها و خدمات درحال ظهور، دسته‌بندی نکردن گام‌ها، درنظر نگرفتن دروازه‌های تصمیم‌گیری به تعداد کافی و در مکان مناسب و عدم‌استفاده از الگوهای موازی در فرآیند توسعه، مهم‌ترین علل عدم‌موفقیت توسعه خدمات بررسی‌شده در مطالعات موردی است. در پایان مقاله نیز پیشنهادهایی برای جلوگیری از تکرار تجربه‌های ناموفق ارائه شده است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Looking at the reasons of New Service Development failure in Iranian Mobile Operators from the perspective of development process

نویسندگان [English]

  • Majid Hasani Parsa 1
  • Mehdi Elyasi 2
  • Seyed Habibolah Tabatabaeian 3
  • Payam Hanafizadeh 3
1 1Ph.D. Student of Technology Management, Faculty of Management & Accounting, Allameh Tabatabaei University, Tehran, Iran
2 Assistant Professor, Faculty of Management & Accounting, Allameh Tabatabaei University, Tehran, Iran
3 Associate Professor, Faculty of Management & Accounting, Allameh Tabatabaei University, Tehran, Iran
چکیده [English]

Today, with the ever-increasing share of services in the economies of the countries, Innovation in services and New Service Development (NSD) have become crucial for service providers. Investigating the reasons of new service development failures in various service sectors, is one of the important topics in this area in the world, especially in Iran. This qualitative research investigates the reasons of New Service Development failures in Iranian mobile operators from the perspective of development process with a multiple case study approach. In this study, among the unsuccessful experiences of new service development in Iranian mobile operators, five cases were selected, investigated and then analyzed through purposive sampling. The findings of the study indicate that, failure to take into account the cultural and social considerations, failure to remember some important steps, failure to perform legal evaluations, failure to observe emerging technologies and services, failure to categorize the steps, failure to consider sufficient and appropriate number of decision making gateways and also, failure to use the parallel patterns in development process are the most significant reasons of service development failure in the case studies. At the end of the article, some preventive recommendations have been made.

کلیدواژه‌ها [English]

  • Mobile Operators
  • Process Model
  • Iran
  • New Service Development
  • Multiple Case Study
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