طراحی مدل چابکی مشتری با رویکرد قابلیتهای پویای سازمانی: بررسی نقش شایستگی IT، هوشیاری کارآفرینانه و زیرکی بازار

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار دانشکده مدیریت نهادهای اقتصادی دانشگاه علوم اقتصادی

2 دانشیار دانشکده مدیریت و اقتصاد دانشگاه تربیت مدرس

3 استاد دانشکده مدیریت و اقتصاد دانشگاه تربیت مدرس

چکیده

سازمان‌ها در جهان امروزی با تلاطم محیطی زیادی مواجه‌اند به گونه‌ای که سطوح بالای تلاطم محیطی می‌تواند عملیات شرکت را فلج کند. در واقع، ستاده‌های عملکرد سازمان در اینگونه محیط‌ها وابستگی زیادی به توانایی شرکت در مدیریت تغییرات و انعطاف پذیری آن دارد. از آنجایی که یکی از عوامل مهم در محیط‌های متلاطم تغییر سریع در نیازها و ترجیح‌های مشتریان سازمان است و با توجه به رویکرد نوین بازاریابی در جهت الگو کردن نیازهای مشتریان؛ یکی از مهمترن قابلیت‌های پویای سازمان در جهت مدیریت تغییرات محیطی در چنین محیط‌هایی چابکی مشتری معرفی شده است. با توجه به نقش حیاتی چابکی مشتری در محیط‌های متلاطم رقابتی و جدید بودن این مفهوم در ادبیات بازاریابی؛ هدف تحقیق حاضر بررسی چگونگی دستیابی به این قابلیت مهم برای سازمان‌هاست. از آنجایی که یکی از ابزارهای مهم دستیابی به چابکی مشتری در سازمان قابلیت‌های پویا معرفی شده‌اند، به همین علت در این مطالعه مدل شکل گیری بعد چابکی مشتری بر اساس قابلیت‌های پویای شایستگی IT، هوشیاری کارآفرینانه و زیرکی بازار به منظور بهبود ابعاد ستاده‌های فرآیند سازمانی در صنعت الکترونیک ایران ارائه و آزمون شده است. این مدل بر اساس سه حوزه ادبیاتی مدیریت؛ یعنی ادبیات مدیریت استراتژیک در ارتباط با قابلیت‌های پویا، ادبیات مرتبط با حوزه کارآفرینی و ادبیات مرتبط با فناوری اطلاعات ایجاد شده است. نتایج بدست آمده از نمونه آماری، مدل فوق را تایید می‌نماید. بنابراین، می‌توان چنین نتیجه گرفت که قابلیت‌های پویا به شکل گیری چابکی مشتری در سازمان کمک می‌نمایند، همچنین چابکی مشتری ایجاد شده بر کیفیت و کارایی ستاده‌های فرآیندی سازمان اثر مثبت دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Desisgning customer agility model based on dynamic capabilities: Effect of IT Competence, Entrepreneurial Alertness And Market Acuity

نویسندگان [English]

  • Soheila Khoddami 1
  • Seyed Hamid Khodadad Hoseini 2
  • Asghar Moshabaki 3
  • Adel Azar 3
1 Assistant Professor , Faculty of Management of financial Institutions,University of Economic Sciences
2 Associate Professor, Faculty of Management & Economics, Tarbiat Modares University, Tehran, Iran
3 Professor, Faculty of Management & Economics, Tarbiat Modares University, Tehran, Iran
چکیده [English]

Today organizations face great environmental turbulence. High levels of environmental turbulence can paralyze a firm’s operations. Actually outputs of organization process in such environments depend on the firm’s ability to change management and its flexibility. Since one of the important changes in the turbulent environments is changing of needs and preferences of customers and also based on new marketing approach, in order to consider customer's needs, customer agility has been identified as the vital competency for the survival of organizations. Given the critical role of customer agility in turbulent competitive environment, this concept has attracted many researchers of management science in recent years. Therefore, it is vital for organizations to find how to achieve this important capability and it is important to note that very few researches have been done in this regard. Since one of the important tools for achieving customer agility in the organization is dynamic capabilities, therefore in this research the model of formation of customer agility in organization based on dynamic capabilities has been proposed and examined in electronics industry of Iran. The model includes IT competencies, entrepreneurial and market acuity for improving the output of organizational process. This model has been developed based on three management areas of strategic management literature related to dynamic capabilities and the literature of   entrepreneurship and information technology. Findings of the sample approve the research model. In addition, it is concluded that dynamic capabilities of the organization will help shaping customer agility and customer agility has a positive effect on quality and efficiency of the process output.

کلیدواژه‌ها [English]

  • Customer agility
  • Market acuity
  • Entrepreneurship alertness
  • Organization process output

1. Sambamurthy, V., Bharadwaj, A., and Grover, V. 2003. "Shaping Agility through Digital Options:

Reconceptualizing the Role of Information Technology in Contemporary Firms," MIS

Quarterly (27:2), June, pp. 237‐263.

2. Teece, D.J. 2007. "Explicating Dynamic Capabilities: The Nature and Microfoundations of (Sustainable) Enterprise Performance," Strategic Management Journal (28:13), pp.1319-1350.

3. Goldman, S.L., Nagel, R.N., and Preiss, K. 1995,”Agile Competitors and Virtual Organizations:

 Strategies for Enriching the Customer”,New York: Van Nostrand Reinhold.

4. Cho, H., Jung, M., and Kim, M. 1996. "Enabling Technologies of Agile Manufacturing and Its

 Related Activities in Korea," Computers and Industrial Engineering (30:3), pp. 323-335.

  1. 5.  Roth, A. V., 1996.” Achieving Strategic Agility through Economies of Knowledge, Strategy and Leadership Strategy and Leadership “,formerly Planning ReviewPlanning Review,24(2), 30-37.

6. Bititci, U.S., Trevor, J.T., and Ball, P.D. 1999. "The Viable Business Structure for Managing

 Agility," International Journal of Agile Management Systems(1:3), pp. 190-202.

7. Sharifi, H., and Zhang, Z. 1999. "A Methodology for Achieving Agility in Manufacturing

 Organisations: An Introduction," International Journal of Production Economics(62:1-2),

 pp. 7-22.

8. Vernadat, F.B. 1999. "Research Agenda for Agile Manufacturing," International Journal of Agile

 Management Systems(1:1), pp. 37-40.

9. Yusuf, Y.Y., Sarhadi, M., and Gunasekaran, A. 1999. "Agile Manufacturing: The Drivers, Concepts

 and Attributes," International Journal of Production Economics (62:1-2), pp. 33-43.

  1. Yusuf, Y.Y., Sarhadi, M., and Gunasekaran, A. 1999. "Agile Manufacturing: The Drivers, Concepts

 and Attributes," International Journal of Production Economics(62:1-2), pp. 33-43.

  1. Langer, G., and Alting, L. 2000. "An Architecture for Agile Shop Floor Control Systems," Journal of

 Manufacturing Systems(19:4), pp. 267-281.

  1. Schonsleben, P. 2000. "With Agility and Adequate Partnership Strategies Towards Effective

 Logistics Networks," Computers in Industry(42:1), pp. 33-42.

  1. Bessant, J., Francis, D., Meredith, S., and Kalinsky, R. 2001. "Developing Manufacturing Agility in

 Smes," International Journal of Technology Management (22:1), pp. 28-54.

  1. Dove, R. 2001. Response Ability: The Language, Structure, and Culture of the Agile Enterprise.New York: John Wiley & Sons.
  2. Arteta, B.M., and Giachetti, R.E. 2004. "A Measure of Agility as the Complexity of the Enterprise

 System," Robotics and Computer‐Integrated Manufacturing(20:6), pp. 495-503.

  1. Lin, C., Chiu, H., and Chu, P. 2006. "Agility Index in the Supply Chain," International Journal of

 Production Economics(100:2), pp. 285-299

  1. Overby, E., Bharadwaj, A., and Sambamurthy, V. 2006. "Enterprise Agility and the Enabling Role

 of Information Technology," European Journal of Information Systems(15:2), pp. 120-131.

  1. Van Oosterhout, M., Waarts, E., and Van Hillegersberg, J. 2006. "Change Factors Requiring

 Agility and Implications for It," European Journal of Information Systems(15:2), pp. 132-145.

  1. Fink, L., and Neumann, S. 2007. "Gaining Agility through It Personnel Capabilities: The Mediating

Role of It Infrastructure Capabilities," Journal of the Association for Information Systems(8:8), pp. 440- 462.

  1. Morgan, R. E. & Page, K. (2008), "Managing Business Transformation to Deliver Strategic Agility", Strategic Change, Vol. 17 Issue 5/6, p155-168.
  2. Setia, P., Sambamurthy, V., and Closs, D.J. 2008. "Realizing Business Value of Agile It

 Applications: Antecedents in the Supply Chain Networks,"Information Technology and Management (9:1), pp. 5-19.

  1. Tallon, P. 2008. "Inside the Adapative Enterprise: An Information Technology Capabilities

 Perspective on Business Process Agility," Information Technology and Management(9:1), pp. 21-36.

  1. Braunscheidel, M.J., and Suresh, N.C. 2009. "The Organizational Antecedents of a Firm's Supply

 Chain Agility for Risk Mitigation and Response," Journal of Operations Management(27:2), pp. 119- 140.

  1.  Roberts Nicholas,Grover varun,Klein Richard, Mittelstaedt John, Moore DeWayne.2009,”Digitally enhancing customer agility and competitive activity:how firms use information technology to sense and respond to market opportunities in hyper competitive environments”,Clemson university
  2. RaschkeRobyn,Smith David Julie, 2007,”An empirical analysis of business process agility:examing the relationship of IT on business process agility and the effects of business process agility on process outcomes”,ArizonaStateUniversity
  3. Rosenzweig, E.D. & Roth, A.V., 2007. “B2B seller competence: construct development

 and measurement using a supply chain strategy lens”, Journal of operations management.

  1. Rai, A., Patnayakuni, R. & Seth,N. 2006,”Firm performance impacts of digitally-enabled

 supply chain integration capabilities”, MIS Quarterly30, (2), 225-246.

  1. Koch Hope ,2010,“Developing dynamic capabilities in electronic marketplaces:

 A cross-case study",Journal of Strategic Information Systems, 19 ,pp 28–38

29. Melville,N.,Kraemer, K., and Gurbaxani, V.,2004, "Review: Information Technology and Organizational Performance: An Integrative Model of IT Business Value', MIS Quarterly,28:2,pp.283-322

30. Dehning, B., and Richardson, V.J.,2002, " Returns on Investments in Information Technology: a Research Synthesis ", Journal of Information Systems, 16:1, pp:7-30

31. Matolcsy, Z.P., Booth,P., and Wieder,B. ,2005, "Economic Benefits of Enterprise Resource Planning Systems: Some Empirical Evidence, " Accounting and Finance, 45, pp.439-456

32. Saeed, K.A., Malhotra, M.K., and Grover, V,2005, "Examining the Impact of Inter organizational System on Process Efficiency and Sourcing Leverage in Buyer-Supplier Dyads", Decisions Sciences,36:3,pp.365-396

  1. Schneiderman, A.M.,1996, "Metrics for the Order Fulfillment Process", Journal of Cost Management , 10:2, pp.30-42

34. Christensen,C.M. “The innovator’s dilemma:when new technologies cause great firms to fail”, Harvard business school press, Cambridge, MA,1997.

  1. RaschkeRobyn,Smith David Julie, 2007,”An empirical analysis of business process agility:examing the relationship of IT on business process agility and the effects of business process agility on process outcomes”,Arizona State University
  2. Rai, A., Patnayakuni, R., and Seth, N. 2006. "Firm Performance Impacts of Digitally Enabled

Supply Chain Integration Capabilities," MIS Quarterly (30:2), June, pp. 225‐246.

  1. Mishra, A.N., Konana, P., and Barua, A. 2007. "Antecedents and Consequences of Internet Use in

Procurement: An Empirical Investigation of U.S. Manufacturing Firms," Information

Systems Research (18:1), pp. 103‐120.

  1. Pavlou, P. A., & El Sawy, O., 2006. From IT competence to competitive advantage inturbulent environments: The case of new product development. InformationSystems Research, 17(2).
  2. Wang, E., Tai, J., & Wei, H., 2006. A Virtual Integration Theory of Improved SupplyChain Performance. Journal of Management Information Systems, 23(2), 41-64.
  3. RaschkeRobyn,Smith David Julie, 2007,”An empirical analysis of business process agility:examing the relationship of IT on business process agility and the effects of business process agility on process outcomes”,ArizonaStateUniversity
  4. Powell, T.C., 1995. Total quality management as competitive advantage: a review and

empirical study. Strategic Management Journal 16 (1), 15–37.