مجله پژوهش‌های کارآفرینی

مجله پژوهش‌های کارآفرینی

اندازه‌گیری عملکرد مبتنی بر مدل کسب‌و‌کار (مورد مطالعه: کسب‌و‌کار تبلیغات اینترنتی)

نوع مقاله : علمی- پژوهشی

نویسندگان
1 گروه مدیریت صنعتی و کارآفرینی، دانشکده علوم انسانی، دانشگاه شاهد، تهران، ایران.
2 گروه مدیریت کسب و کار و کارآفرینی، دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران.
چکیده
مقدمه: سازمان‌ها برای برتری و بقا در دنیای کسب‌و‌کار رقابتی امروز نیازمند سنجش مداوم عملکرد خود هستند. بدین منظور از ابزاری به‌نام شاخص‌های کلیدی عملکرد (KPIs) استفاده می‌کنند که بر حیاتی‌ترین جنبه‌های عملکرد سازمانی برای موفقیت فعلی و آتی سازمان، تمرکز دارد. سیستم‌های سنجش عملکرد به‌آسانی از یک سازمان به سازمان دیگر قابل انتقال نیستند. از این‌رو، عموماً سازمان‌ها ناگزیر به طراحی سیستم کارا و مناسبی هستند که تمام جنبه‌های مؤثر بر سازمان را در برگیرد. از آنجاکه مدل‌ کسب‌و‌کار بیان‌کننده منطق یک کسب‌و‌کار است و نقش اساسی در توضیح عملکرد سازمان دارد، اندازه‌گیری عملکرد بر مبنای مدل کسب‌و‌کار رویکردی است که این مهم را برای سازمان‌ها ممکن می‌سازد. بر این اساس هدف اصلی این پژوهش شناسایی و اندازه‌گیری شاخص‌های سنجش عملکرد بر مبنای مدل کسب‌و‌کار و بررسی آن‌ها در یک شرکت تبلیغات اینترنتی است.
روش‌شناسی: این پژوهش از منظر هدف، یک پژوهش کاربردی است و با توجه به روش انجام آن، در دستۀ پژوهش‌های توصیفی-پیمایشی قرار می‌گیرد. جامعۀ آماری در این پژوهش به دو گروه تقسیم می‌شود: مشتریان شرکت و مدیران ارشد، متخصصان و کارکنان شرکت موردمطالعه. برای این منظور، پس از تدوین بوم مدل کسب‌و‌کار کنونی شرکت با استفاده از نظر مشتریان و متخصصان داخلی شرکت، برای شناسایی شاخص‌های سنجش عملکرد برمبنای مدل کسب‌و‌کار از طریق مطالعات کتابخانه‌ای، 180 شاخص در هشت منظر استخراج گردید. سپس بر اساس روش دلفی و نظر مدیران شرکت، طی دو مرحله مهم‌ترین شاخص‌های مورداستفاده در کسب‌و‌کار شناسایی و با فرایند تحلیل سلسله مراتبی اولویت‌بندی شدند. درنهایت، عملکرد شرکت با استفاده از این شاخص‌ها بر مبنای نظرات کارکنان شرکت مورد ارزیابی و امتیازدهی قرار گرفت.
یافته‌ها: نتایج پژوهش نشان داد از بین 180 شاخص شناسایی شده در هشت منظر مشتری، خدمات، فناوری، سازمانی، مالی، مبادله، تبادل اطلاعات و فرایند، اهمیت 29 شاخص تأیید شد و شاخص مالی با وزن 279/0، بالاترین رتبه و شاخص‌های خدمات با وزن 218/0، سازمانی با وزن 157/0، مشتری با وزن 093/0، مبادله با وزن 092/0، تبادل اطلاعات با وزن 073/0، فرایند با وزن 056/0 و فناوری با وزن 032/0 به ترتیب در رتبه‌های بعدی قرار گرفتند. نتایج حاصل از ارزیابی عملکرد شرکت موردمطالعه نشان داد که عملکرد شرکت با امتیاز 53/515 از 1000، در وضعیت متوسطی قرار دارد.
نتیجه‌گیری/ دستاوردها: این مطالعه بر ضرورت توسعه سیستم‌های اندازه‌گیری عملکرد متناسب با مدل‌های کسب‌وکار منحصربه‌فرد سازمان‌ها تأکید می‌کند. همچنین سازمان‌ها با شناسایی و اولویت‌بندی شاخص‌های کلیدی عملکردی که به‌طور مستقیم با مؤلفه‌های کلیدی مدل کسب‌و‌کار آن سازمان همسو هستند، بینش عمیقی در مورد چگونگی کارآمدی مدل کسب‌و‌کار خود به‌دست می‌آورند. این‌رویکرد امکان ارزیابی و بهینه‌سازی مداوم مدل کسب‌و‌کار را برای سازمان‌ها فراهم می‌کند. بدین ترتیب، آن‌ها می‌توانند فرآیندهای تصمیم‌گیری خود را بهبود بخشند، کارایی عملیاتی خود را افزایش دهند و اطمینان حاصل کنند که همواره با تغییر شرایط بازار و نیازهای مشتری پاسخگو باقی می‌‎مانند. یافته‌های این مطالعه چارچوبی عملی برای بهبود اندازه‌گیری عملکرد سازمان‌ها ارائه می‌کند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Performance Measurement Based on the Business Model (Case Study: Online Advertising Business)

نویسندگان English

Fatemeh Akbari Ahmadabadi 1
Saeed Safari 1
Reza Abbasi 1
Seyed Hossein Hakimzadeh Hosseini 2
1 Department of Industrial Management and Entrepreneurship, Faculty of Human Sciences, Shahed University, Tehran, Iran.
2 Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
چکیده English

Introduction: Today's competitive business landscape necessitates that organizations continually evaluate their performance, for which they leverage an instrument known as Key Performance Indicators (KPIs). These indicators focus on the most influential aspects of organizational performance for both current and future viability. However, performance measurement systems are not easily transferable from one organization to another. Consequently, organizations often need to design customized systems encompassing all influencing factors. Since business models illustrate the logic of business operations and play a pivotal role in explaining organizational performance, performance measurement based on the business model is a pragmatic approach, enabling organizations to comprehensively understand their unique operations. The present study aimed to identify and measure performance measurement indicators based on the business model and examine them in an online advertising company.
Methodology: This research falls into the category of applied research in terms of goal and in the category of descriptive-survey research in terms of methodology. The statistical population was divided into two groups: the company’s customers and senior managers, experts, and employees of the studied company. After establishing the current business model of the studied company, this research identified and prioritized KPIs based on the business model. Using a combination of literature review and expert opinions, 180 KPIs were identified across eight categories. Subsequently, using the Delphi method and the opinions of company managers, the most important business indicators were identified and prioritized in two steps through the Analytical Hierarchy Process (AHP). Finally, the company's performance was evaluated and scored based on these indicators, using the opinions of the company's employees.
Findings: The results showed that out of the identified 180 KPIs within the customer, service, technology, organizational, financial, exchange, information exchange, and process categories, 29 KPIs were validated. According to the results, financial KPI (with a weight of 0.279), service KPI (with a weight of 0.218), organizational KPI (with a weight of 0.157), customer KPI (with a weight of 0.093), exchange KPI (with a weight of 0.092), information exchange KPI (with a weight of 0.073), process KPI (with a weight of 0.056), and technology KPI (with a weight of 0.032) were ranked as the top KPIs in order of importance. The evaluation of the company's performance based on these KPIs yielded an overall score of 515.53 out of 1000, suggesting a moderate performance level.
Conclusion/ Implications: This study emphasizes the importance of developing performance measurement systems tailored to the unique business models of organizations. By identifying and prioritizing relevant KPIs, organizations can gain deep insights into their business model's performance, better understand their decision-making processes, enhance operational efficiency, and ensure agility in the face of evolving market conditions and customer needs. The findings of this research provide a practical framework for improving performance measurement within organizations.

کلیدواژه‌ها English

Business Model
Key Performance Indicators
MCDM
Online Advertising Companies
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