ارایه مدل خلق مشترک ارزش در استارت آپ‌های مبتنی بر فناوری‌های نوین

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران.

2 گروه مدیریت، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران.

چکیده
هدف: هدف از این تحقیق، ارایه مدل خلق مشترک ارزش در استارت آپ‌های مبتنی بر فناوری‌های نوین است.
روش‌شناسی پژوهش: در راستای دستیابی به این هدف، از رویکرد ترکیبی شامل دو فاز کیفی و کمی استفاده شد. در فاز اول، ضمن مرور بر مبانی نظری و تجربی موضوع، به‌منظور تکمیل بررسی‌ها و غنی‌سازی نتایج، از دیدگاه گروه منتخب خبرگان تحقیق استفاده شد. این گروه با رویکرد نمونه‌گیری هدفمند و بر اساس معیار اشباع نظری شامل 9 خبره بود که در حوزه فناوری‌های نوین و استارت آپ‌ها تخصص داشتند.
یافته‌ها: بر اساس نتایج، 17 مقوله اصلی، 161 مولفه فرعی و 1346 مفهوم در این تحقیق شناسایی شد. در بخش کمی تحقیق، ابعاد و مولفه‌های مدل با استفاده از روش تحلیل و ارایه پرسشنامه مقایسات زوجی، تحلیل سلسله‌مراتب فازی در مقایسه با یکدیگر اولویت‌بندی شدند.
اصالت/ارزش‌افزوده علمی: بر اساس نتایج، مشتریان و خدمات محور اصلی فعالیت‌ها هستند و استارت آپ‌ها با درک عمیق از نیازها و خواسته‌های مشتریان، محصولات و خدماتی هم‌سو با ارزش‌های آن‌ها ارایه می‌دهند. همکاری و شبکه‌سازی با مشتریان و شرکای تجاری به تبادل دانش و نوآوری کمک می‌کند و نوآوری به‌عنوان عنصر اساسی، استارت آپ‌ها را قادر می‌سازد تا با استفاده از فناوری‌های نوین به حل مشکلات مشتریان بپردازند. همچنین، توجه به کیفیت محصولات و خدمات، جذب و نگه‌داری استعدادهای برتر و تامین منابع مالی از دیگر جنبه‌های مهم این مدل هستند که به افزایش رضایت مشتری و جلب اعتماد آن‌ها منجر می‌شود.

کلیدواژه‌ها


عنوان مقاله English

Presenting a model for the co-creation of value in startups based on new technologies

نویسندگان English

Soheila Izadi 1
Naser Khani 1
Bita Yazdani 1
Amirreza Naghsh 2
1 Department of Management, Najafabad Brunch, Islamic Azad University, Najafabad, Iran.
2 Department of Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran.
چکیده English

Purpose: This research aims to present a model for creating shared value in startups based on new technologies.
Methodology: To achieve this goal, a mixed-methods approach was employed, consisting of two phases: qualitative and quantitative. In the first phase, a review of the theoretical and empirical foundations of the topic was conducted, and to enrich the results, insights from a selected group of experts were utilized. This group consisted of 9 experts specializing in new technologies and startups, selected through purposive sampling based on theoretical saturation.
Findings: Based on the results, 17 main categories, 161 sub-components, and 1346 concepts were identified in this research. In the quantitative section, the model's dimensions and components were prioritized using pairwise comparison questionnaires and fuzzy hierarchical analysis.
Originality/Value: According to the findings, customers and services are the central focus of activities, and startups, by deeply understanding customer needs and desires, provide products and services aligned with their values. Collaboration and networking with customers and business partners facilitate knowledge exchange and innovation, which is a fundamental element that enables startups to address customer problems using new technologies. Additionally, attention to product and service quality, attracting and retaining top talent, and securing financial resources are other important aspects of this model that lead to increased customer satisfaction and trust.

کلیدواژه‌ها English

Shared value creation
Startups
New technologies
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