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
[1]      Lee, J.H. & Hong, Y.S. (2011). A morphological approach to business model creation using case-based reasoning, INTERNATIONAL CONFERENCE ON ENGINEERING DESIGN, ICED11, TECHNICAL UNIVERSITY OF DENMARK.
[2]      De Medeiros, J.F., Ribeiro, J.L.D & Cortimiglia, M.N. (2014). Success factors for environmentally sustainable product innovation: a systematic literature review, Journal of Cleaner Production, 65, 76-86.
[3]      O’Rourke, D. (2014). The science of sustainable supply chains, Science, 344, 1124-1127.
[4]      Boons, F. & Ludeke-Freund, F. (2013). Business models for sustainable innovation: state-of-the-art and steps towards a research agenda, Journal of Cleaner Production, 45, 9-19.
[5]      Lewandowski, M. (2016). Designing the business models for circular economy — towards the conceptual framework, Sustainability, 8, 1-28.
[6]      Gierej, S. (2017). The Framework of Business Model in the Context of Industrial Internet of Things, Procedia Engineering, 182(2017), 206-212.
[7]      Faghih, N., Dastourian, B., Sajadi, M., Henten, A. & Foroudi, P. (2018). A framework for business model with strategic innovation in ICT firms: The importance of information, The Bottom Line, 31(1), 16-41.
[8]      Pereira, B. A. & Caetano, M. (2015). A conceptual business model framework applied to air transport, Journal of Air Transport Management, 44(45), 70-76.
[9]      Daidj, N. & Egert, C. (2018). Towards new coopetition-based business models? The case of Netflix on the French market, Journal of Research in Marketing and Entrepreneurship, 20(1), 99-120.
[10]   Gharacheh M, Abdollahi A, Omidvar A, heydari V. (2018). Developing a Framework for Implementing Email Marketing in Electronic Businesses, Management research in Iran. 22 (2), 127-151.
[11]   Chesbrough, H. (2010). Business model innovation: opportunities and barriers, Long Range Planning, 43(2-3), 354–363.
[12]   Fredriksson, J.J., Mazzocato, P. & Muhammed, R. (2017). Business model framework applications in health care: A systematic review, Health services management research, https://doi.org/10.1177%2F0951484817726918
[13]   Sonsa, M., Trevinyo-Rodríguez, R.N. & Velamuri. S.R. (2010). Business Model Innovation through Trial & Error Learning: The Naturhouse Case, Long Range Planning, 43(2-3), 383-407.
[14]   Chereau, P. & Meschi, P.X. (2018). The performance implications of the strategy–business model fit, Journal of Small Business and Enterprise Development, https://doi.org/10.1108/JSBED-04-2018-0122.
[15]   Demil, B. & Lecocq, X. (2010), Business model evolution: in search of dynamic consistency, Long Range Planning, 43(2), 227-246.
[16]   Barth, H., Ulvenblad, P. O. & Ulvenblad, P. (2017). Towards a Conceptual Framework of Sustainable Business Model Innovation in the Agri-Food Sector: A Systematic Literature Review, Center for Innovation, Entrepreneurship and Learning research (CIEL), Halmstad University, Box 823.
[17]   Ghezzi, A., Cortimiglia, M.N. & Frank, A.G. (2015). Strategy and business model design in dynamic telecommunications industries: A study on Italian mobile network operators, Technological Forecasting and Social Change, 90(A), 346–354.
[18]   Rasouli N, Marandi F, Nahavandi N. An Integrated approach based on MADM and MODM for supplier selection and assembler selection in supply chain management. Modern research in decision making quarterly. 2019; 3 (1) :159-185
[19]   Zwicky, F. (1969). Discovery, Invention, Research - Through the Morphological Approach, Toronto: The Macmillian Company
[20]   Waal, A. de. & Ritchy, T. (2007). Combining morphological analysis and Bayesian networks for strategic decision support, ORiON, 23(2), 105-121
[21]   Amiri M, aghaei M. Using Set Covering Approach for Decision-Making Criteria Classification while Correlation between Criteria Exist. Management research in Iran. 2017; 21 (3) :1-23
[22]   Safari S, Abbasi R, Momeni M. Optimization of Organizational Projects Portfolio - Approach Clustering and multi-criteria decision making. Modern research in decision making quarterly. 2019; 3 (2) :81-106
[23]   Lambert S.C. (2012). Deconstructing business model frameworks using a reference model. Center of accounting, govenance, and sustainability, 4, 1-19.
[24]   Yu, C.C. (2015). A value-centric business model framework for managing open data applications, Journal of Organizational Computing and Electronic Commerce, 26(1).
[25]   Lambert, S. (2008) A Conceptual Framework for Business Model Research. Proceedings of the 21st Bled E-Conference E-Collaboration: Overcoming Boundaries through Multi-Channel Interaction, Bled, Slovenia, 15-18 June 2008, 277-289.
[26]   Klimanov, D. & Tretyak, O. (2018). Linking business model research and marketing: new network-based approach to business model analysis, Journal of Business & Industrial Marketing, https://doi.org/10.1108/JBIM-12-2017-0330
[27]   Opricovic, S., and Tzeng, G.-H.  (2004). Compromise solution by MCDM methods: A comparative analysis of VIKOR and TOPSIS. European Journal of Operational Research, 156(2), 445–455.
[28]   Seidenstricker, S. & Linder, C., (2014). A morphological analysis-based creativity approach to identify and develop ideas for BMI: a case study of a high-tech manufacturing company, Int. J. Entrepreneurship and Innovation Management, 18(5-6), 409-424.
[29]   Im, K. & Cho, H., (2013). A systematic approach for developing a new business model using morphological analysis and integrated fuzzy approach, Expert Systems with Applications, 40, 4463–4477.
[30]   Reinhold, S., Zach, F.J. & Krizaj, D. (2018). Business models in tourism – state of the art, Tourism Review, https://doi.org/10.1108/TR-02-2018-0027