طراحی و توسعه الگوی انعطاف پذیری کسب و کار آنلاین بر اساس نقش مکانیسمهای قابلیت تجاری مبتنی بر دیجیتال
کلمات کلیدی:
دیجیتال , انعطاف پذیری, کسب و کار آنلاین, قابلیت تجاریچکیده
در دنیای امروز، تغییرات سریع فناوری و نیازهای متغیر بازار، کسب و کارها را ملزم به انعطافپذیری بیشتر کرده است. در این راستا، استفاده از فناوریهای دیجیتال به عنوان ابزاری برای تقویت قابلیتهای تجاری نقش حیاتی ایفا میکند. این تحقیق نشان میدهد که مکانیسمهای مبتنی بر دیجیتال، نظیر سیستمهای مدیریت مشتری، تجزیه و تحلیل دادهها و بازاریابی دیجیتال، میتوانند به کسب و کارها در سازگاری با تغییرات محیطی و حفظ رقابتپذیری کمک کنند. این مطالعه به بررسی نقش مکانیسمهای قابلیت تجاری مبتنی بر دیجیتال در افزایش انعطافپذیری کسب و کارهای آنلاین میپردازد. پژوهش حاضر، از نوع كیفی است و بر اساس رویكرد فراتركیب اجرا شده است. با توجه به هدف پژوهش، 226 تحقیق انجام شده كه با موضوع پژوهش مرتبط بود، بر مبنای الگوی سندلوسكی و بارسو بررسی شد. جامعه پژوهش، كلیه مقالههای منتشرشده در مجلههایای اس آی، كتابها و پایان نامههای داخلی و خارجی مرتبط با مبحث نوآوری در حوزه استارت آپ و در بازه زمانی 2000 تا 2023 بود. نتایج تحقیق حاکی از آن است که تقویت این مکانیسمها موجب افزایش توانایی کسب و کارها در مواجهه با بحرانها و بهرهگیری از فرصتهای جدید میشود. این مکانیسمها با بهبود فرآیندهای تصمیمگیری، افزایش کارایی عملیاتی، و بهینهسازی تجربه مشتریان، موجب تقویت انعطافپذیری سازمانها میشوند. یافتههای تحقیق بیانگر آن است که کسب و کارهایی که به شکل موثری از این مکانیسمهای دیجیتال بهره میبرند، بهطور کلی، این پژوهش اهمیت سرمایهگذاری در توانمندیهای دیجیتال را به عنوان عاملی کلیدی برای افزایش انعطافپذیری و موفقیت بلندمدت کسب و کارها تأیید میکند.
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حق نشر -1 تکنولوژی در کارآفرینی و مدیریت استراتژیک

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