مجله پژوهش‌های کارآفرینی

مجله پژوهش‌های کارآفرینی

ارائه الگویی از عوامل حیاتی موفقیت بازاریابی کارآفرینانه در کسب‌وکارهای اینترنتی

نوع مقاله : علمی- پژوهشی

نویسندگان
وحید شرفی
مونا جامی پور
بتول شاه محمدی کماچالی
گروه مدیریت، دانشکده علوم انسانی، دانشگاه حضرت معصومه(س)، قم، ایران.
10.22034/jer.2024.2034054.1144
چکیده
مقدمه: یکی از محیط‌های در حال نوسان، محیط اینترنت برای کسب‌و‌کارهای اینترنتی است. بررسی فعالیت‌های تجاری صورت گرفته، انجام بیش از یک میلیارد خرید را در بیش از 34 کشور نشان می‌دهد که این مسئله از رشد انفجاری کسب‌و‌کارهای اینترنتی در سراسر جهان حکایت دارد. نکته مهمی که در اینجا مطرح می‌شود توانایی‌های منحصربه‌فرد اینترنت برای استفاده از مدل‌های بازاریابی جدید کسب‌وکار، ارزش‌های جدید برای مشتری و منابع و منافع متعدد برای کارآفرینان است که وجه تمایز با کسب‌و‌کارهای سنتی و فیزیکی است؛ چراکه در کسب‌وکارهای سنتی و فیزیکی استفاده از مدل‌های کسب‌و‌کار و ارزش‌های جدید محدودتر است. این تمایز در بستر بازاریابی را در کسب‌و‌کارهای سنتی و اینترنتی می‌توان در رویکرد بازاریابی کارآفرینانه جستجو کرد؛ چراکه بستر بازاریابی کارآفرینانه در کسب‌وکارهای اینترنتی، اینترنت و در کسب‌وکارهای سنتی، محیط فیزیکی است و همین امر موجب‌شده کسب‌وکارهای اینترنتی با سرعت بیشتری رشد کنند. این در حالی است که تحقیقات زیادی در زمینه نقش بازاریابی کارآفرینانه به‌طور ویژه در کسب‌وکارهای اینترنتی صورت نگرفته است و لزوم توجه به این موضوع احساس می‌شود. هدف این پژوهش، شناسایی و سطح‌بندی عوامل حیاتی موفقیت بازاریابی کارآفرینانه در کسب‌وکارهای اینترنتی است.
روش‌شناسی: پژوهش حاضر از نظر هدف، کاربردی و از نظر ماهیت روش نیز از نوع آمیخته اکتشافی ‌(کمی-کیفی) است که در بخش کیفی، عوامل حیاتی موفقیت بازاریابی کارآفرینانه در کسب‌وکارهای اینترنتی شناسایی و در بخش کمی این عوامل سطح‌بندی شدند. نمونه مورد مطالعه شامل 12 مدیر کسب‌و‌کارهای اینترنتی و 10 خبره دانشگاهی فعال در حوزه بازاریابی کارآفرینانه است که به روش گلوله‌برفی انتخاب شدند. ابزار گردآوری داده‌ها در بخش کیفی، مصاحبه نیمه ساختاریافته و در بخش کمی نیز پرسشنامه بود. برای روایی ابزار تحقیق از روایی سازه، روایی محتوا و روایی بیرونی و برای پایایی نیز از ضریب آلفای کرونباخ استفاده شده است.
یافته‌ها: پنج عامل اصلی حیاتی برای موفقیت بازاریابی کارآفرینانه شامل پاسخ‌گویی به محیط، کارآفرینی، منابع، زیرساخت فنی و زیرساخت فکری در قالب 14 مضمون فراگیر و 30 مضمون سازمان دهنده شناسایی شدند. متن مصاحبه‌ها با کمک نرم‌افزار اطلس، بازیابی و 80 کد اولیه از آن‌ها استخراج شد. مضامین فراگیر شامل ریسک‌پذیری، فرصت‌طلبی، نوآوری، رهبری، مشتری‌مداری، استفاده از منابع، فرهنگ، استراتژی، تاکتیک‌ها، خلق ارزش، فناوری، گستردگی ابزارها، سرمایه‌گذاری و انعطاف‌پذیری است. برای سطح‌بندی عوامل شناسایی شده از تکنیک مدل‌سازی ساختاری‌- ‌تفسیری استفاده شده است. نتایج سطح‌بندی نیز نشان داد که گستردگی ابزار، سرمایه‌گذاری و انعطاف‌پذیری در سطح یک، اهرم‌سازی منابع در سطح دو، فرهنگ، استراتژی، مشتری‌محوری و فناوری در سطح سه، تاکتیک در سطح چهار، پیشرو بودن و ارزش‌آفرینی در سطح پنج، ریسک‌پذیری، فرصت‌طلبی و نوآوری در سطح شش قرار گرفتند.
نتیجه‌گیری/ دستاوردها: با توجه به اهمیت عوامل موفقیت بازاریابی کارآفرینانه، کارآفرینان در کسب‌و‌کارهای اینترنتی باید تمرکز خود را بر این عوامل کلیدی متمرکز کرده و الگوهای موفقیت بازاریابی کارآفرینانه را بر اساس آن‌ها تطبیق دهند. این عوامل می‌توانند دستاوردهای زیادی را برای کسب‌و‌کارهای اینترنتی فراهم کنند و به آن‌ها کمک کنند تا در بازار رقابتی و پویا به موفقیت دست یابند.
کلیدواژه‌ها
بازاریابی کارآفرینانه
کسب‌وکارهای اینترنتی
عوامل حیاتی موفقیت

موضوعات

عنوان مقاله English

A Pattern of Critical Success Factors of Entrepreneurial Marketing in E-Businesses

نویسندگان English

Vahid Sharafi
Mona Jamipour
Batoul Shah Mohammadi Komchali
Department of Management, Faculty of Humanities, University of Hazrat-e Masoumeh, Qom, Iran.
چکیده English

Introduction: The online environment for e-businesses is one of the fluctuating environments. A survey of business activities shows that more than one billion purchases have been made in more than 34 countries, indicating the explosive growth of e-businesses around the world. An essential point that is raised here is the unique capabilities of the Internet to use new business marketing models, create new values for customers, and provide numerous resources and benefits for entrepreneurs, distinguishing it from traditional and physical businesses in which new business and value models are applied more limitedly. This distinction in the marketing platform between traditional and e-businesses can be sought in the entrepreneurial marketing approach, because the Internet is the entrepreneurial marketing platform in e-businesses, whereas it is the physical environment in traditional businesses. This is a reason explaining why e-businesses are growing at a faster pace. However, research has been limited on the role of entrepreneurial marketing, especially in e-businesses. This study aimed to identify and categorize the critical factors of entrepreneurial marketing success in e-businesses.
Methodology: The research is an applied study in terms of purpose and an exploratory mixed-methods (quantitative-qualitative) study in terms of methodology. The critical factors of entrepreneurial marketing success in e-businesses were identified in the qualitative phase and were categorized in the quantitative phase. The statistical sample included 12 e-business managers and 10 academic experts active in the field of entrepreneurial marketing, selected by the snowball technique. The data collection instrument in the qualitative phase was semi-structured interviews and a questionnaire in the quantitative phase. The validity of the research instrument was checked by examining its construct validity, content validity, and external validity, whereas Cronbach's alpha coefficient was calculated to ensure its reliability.
Findings: Five critical factors of entrepreneurial marketing success including responsiveness to the environment, entrepreneurship, resources, technical infrastructure, and intellectual infrastructure were identified in the form of 14 comprehensive themes and 30 organizing themes. The interview scripts were retrieved with the help of Atlas software, and 80 primary codes were extracted from them. Overarching themes include risk-taking, opportunism, innovation, leadership, customer orientation, resource utilization, culture, strategy, tactics, value creation, technology, extent of tools, investment, and flexibility. The interpretive-structure modeling technique was used to categorize these factors. According to the results, the extent of tools, investment, and flexibility was categorized at level one; leveraging resources was categorized at level two; culture, strategy, customer-oriented, and technology were put at level three; tactics were categorized at level four; being proactive and value creation were placed at level five; and finally, risk-taking, opportunism, and innovation were placed at level six.
Conclusion/ Implications: Considering the importance of entrepreneurial marketing success factors, entrepreneurs in e-businesses should focus on these key factors and adapt entrepreneurial marketing success patterns based on them. These factors can provide many benefits to online businesses and help them succeed in a competitive and dynamic market.

کلیدواژه‌ها English

Critical Success Factors
E-businesses
Entrepreneurial Marketing
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  • تاریخ دریافت 18 تیر 1403
  • تاریخ بازنگری 01 دی 1403
  • تاریخ پذیرش 01 دی 1403