ارائه رویکردی نظام مند جهت تدوین مدل کسب و کار جدید مبتنی بر تحلیل مورفولوژی عمومی و سیستم های تصمیم گیری (مورد مطالعه: شرکت شاتل)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت صنعتی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

2 دانشجوی دکتری مدیریت راهبردی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

چکیده

با توجه به اهمیت روزافزون بهبود مدل‌‌های کسب و کار، یک رویکرد نظام‌مند برای تدوین مدل کسب و کار جدید با توجه به استراتژی سازمان ارائه شده است. در این رویکرد حل مسئله، ابتدا عناصر مختلف کسب و کار با تحلیل مورفولوژی عمومی و مرور ادبیات گسترده در زمینه چارچوب‌‌های مدل کسب و کار شناسایی شدند. با توجه به اهمیت بیشتر موضوع در صنعت تلکام، در ادامه همگام با مراحل تحلیل مورفولوژی، نحوه چگونگی تدوین عناصر به صورت مجزا پیشنهاد شد و با ترکیب آن‌‌ها مدل‌‌های کسب و کار به دست آمد. در نهایت چندین گزینه پیشنهادی توسط ابزارهای تصمیم‌‌گیری چند معیاره، با توجه به استراتژی سازمان ارزیابی و اولویت‌بندی شدند. با مرور ادبیات و جمع‌‌بندی مطالب مربوط به چارچوب‌‌های مدل کسب و کار، عناصر جامع تشکیل‌دهنده مدل کسب و کار مشخص شدند. همچنین طی یک رویکرد نظام‌مند، توالی‌‌و چگونگی تدوین مجزای این عناصر، ترکیب و دستیابی به مدل ‌‌کسب و کار برتر با توجه به استراتژی سازمان مشخص شد. در راستای نشان دادن کاربرد رویکرد پیشنهادی، این رویکرد در شرکت شاتل به کار گرفته شد، که به دنبال آن هفت مدل پیشنهادی و در بین آن‌‌ها گزینه برتر مشخص شد. ایجاد تناسب بین مراحل تحلیل مورفولوژی عمومی و مسئله تدوین مدل کسب و کار، تحت چارچوب معرفی شده، باعث کاهش پیچیدگی‌های تدوین مدل کسب و کار شد. استراتژی‌ سازمان در بخش تدوین عناصر و همچنین در ارزیابی و اولویت‌بندی مدل‌های کسب و کار پیشنهادی مورد توجه قرار گرفت.

کلیدواژه‌ها


عنوان مقاله [English]

A systematic approach for new business model development based on general morphological analysis and decision making systems (Case of Study: Shatel Company)

نویسندگان [English]

  • Bijan Nahavandi 1
  • Pooyan Shahhosseini 2
  • Mohammad Asarian 2
1 Assistant professor at Science and Research Branch of Islamic Azad University
2 Tehran University
چکیده [English]

Pointing out the ever increasing importance and necessity of improving business models, a systematic approach has been proposed to develop a new business model according to the organization strategy.
In this problem solving approach, various business elements were first identified by using morphological analysis and also a broad literature review on the business model frameworks. According to the more importance of the subject in Telecom industry, in the following, along with morphological analysis steps, possible options for each element were suggested and eventually, business models were achieved by synthesis them. Finally, several suggested business models were evaluated and prioritized according to organization strategy by multi criteria decision making tools.
By literature review and summarizing the contents of the business model frameworks, the comprehensive elements of the business model were identified. Also, in a systematic approach, the sequence and the manner of separate development of these elements, synthesis and achieving to the superior business model according to the organization strategy has been determined. In order to illustrate the application of proposed approach, it’s been used to develop a business model in Shatel Company, and in the following seven proposed models and among them the preferred options have been identified.
Creating appropriateness between the steps of general morphological analysis and the issue of developing a business model under the proposed framework reduced the complexity of business model development. The strategy of the organization was considered in the component development section as well as in the evaluation and prioritization of proposed business models.

کلیدواژه‌ها [English]

  • Strategy
  • Morphological analysis
  • New business model development
  • Theory of grey systems
  • multi criteria decision making
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