نگاشت میمتیک و تبارشناسی همخلقی ارزش استارتاپهای فینتکی
کلمات کلیدی:
استارتاپ های فین تکی, تبارشناسی, میم, نگاشت میمتیک, همخلقی ارزشچکیده
هدف از این پژوهش بررسی نگاشت میمتیک و تبارشناسی همخلقی ارزش و چگونگی تکامل و گسترش این مفهوم از طریق کانالها و بسترهای مختلف بود. به لحاظ ماهیت، این پژوهش کیفی است. نگاشت میمتیک یک روش برای کشف و دستهبندی میمها در قالب یک مدل چندسطحی استفاده میشود. این روش با الهام از مفهوم ژن در زیستشناسی تکاملی، بهعنوان یک روش برای تحلیل و توصیف الگوهای تکثیرپذیر ابداع شده است. به کمک نگاشت میمتیک، توصیف و تصویری جامع از همخلقی ارزش استارتاپهای فینتکی به دست آمد. در ادامه بر اساس تبارشناسی فوکویی به تحلیل موضوع پرداختهشده؛ بنابراین، پژوهشی تحلیلی- کاربردی است و از روشهای اسنادی و تحلیل محتوا، در این راستا بهره گرفته است که مبنای گزینش و تحلیلِ اسناد، نمونهگیری هدفمند در دسترس است. با کدگذاری متون کتابها، مقالات و مستندها در حوزه همخلقی ارزش 119 میم استخراج و به 46 میمکول (واحدی بزرگتر، شامل چند میم همخانواده) تقلیل داده شد. میمکولها در هفت سطح قرار گرفتند؛ که شامل تجربه کاربری؛ ساختار سازمانی و فرآیندها؛ عوامل اجتماعی، فرهنگی و زیستمحیطی؛ شبکهسازی و همکاری بین سازمانی؛ زیرساختهای فناوری و دیجیتال؛ تغییر نیازها و ترجیحات مشتریان و رقابت و تعامل بازار. سپس، با هدف درک چگونگی شکلگیری همخلقی ارزش استارتاپهای فینتکی در سیر تاریخ، از روش تبارشناسی بهره گرفته شد. رهیافت تبارشناسی به مثابة چارچوب نظری و روشی است که پدیده همخلقی ارزش را با نگاهی تاریخی مینگرد. در تحقیق حاضر با استفاده از روش تبارشناسی سه دوره، دوره اول؛ همخلقی ارزش به سمت محصول- خدمت محوری، دوره دوم؛ همخلقی ارزش به سمت مشتری محوری و دوره سوم؛ همخلقی ارزش به سمت فناوریهای نوین و شبکههای مجازی شناسایی شد. پژوهشگران در پژوهش حاضر توانستند مفهوم تئوریک میم را عملیاتی سازی کنند و در یک پژوهش تجربی بهکارگیرند. نگاشت میمتیک ابزاری قدرتمند در دست مدیران، مشاوران و پژوهشگران، بهمنظور واکاوی پدیده همخلقی ارزش استارتاپهای فینتکی است.
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حق نشر 2025 Mehrdad Behzadiania, Shahnaz Nayebzadeh, Seyed Hassan Hatami Nasab, Mohammad Reza Dehghani Ashkezari (Author)

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