پیشایند‌های ارزش ویژه برند شرکتی، در صنعت فناوری اطلاعات و ارتباطات ایران، با استفاده از نظریه داده‌بنیاد

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استاد گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

2 دانشجوی دکترا، مدیریت بازرگانی - بازاریابی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران ایران

3 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

4 استادیار گروه مدیریت و بازرگانی دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

چکیده

 
برند شرکتی و ارزش ویژه آن به عنوان باارزش‌ترین دارایی ناملموس هر شرکت، به دلیل مزیت‌های فوق‌العاده‌ای که ایجاد می‌کند، نقش مهمی در موفقیت شرکت‌ها و برقراری ارتباط موثر با مشتری شرکتی دارد. در این مطالعه با استفاده از نظریه‌پردازی داده‌بنیاد، شرایط زمینه‌ای و مداخله‌گر اثرگذار بر ارزش ویژه برند در بازارهای شرکتی فناوری اطلاعات و ارتباطاتِ ایران شناسایی و تبیین گردید. بدین منظور، داده‌ها از طریق مصاحبه‌های عمیق نیمه‌ساختاریافته با خبرگان بازاریابی شرکتی این حوزه گردآوری شد. نمونه‌گیری به روش نظری انجام شد و پس از 23 مصاحبه، کفایت نظری حاصل گردید. تجزیه‌وتحلیل و کدگذاری داده‌ها بر مبنای الگوی نظریه‌پردازی داده‌بنیاد طی سه مرحله کدگذاری باز، گزینشی و محوری نشان داد که شرایط زمینه‌ای اثرگذار بر ارزش ویژه برند شرکتی این حوزه، دربرگیرنده یک بُعد محیطی بازار؛ و چهار بُعدکلان شامل: شرایط سیاسی، اقتصادی، اجتماعی و تکنولوژیک است. علاوه بر این، شرایط مداخله‌گر اثرگذار بر ارزش ویژه برند شرکتی این حوزه، دربرگیرنده‌ی دو بُعد مشتری شرکتی شامل: پروفایل مشتری و معیارهای ارزیابی خرید شرکتی؛ و سه بُعد شرکتی شامل: نگرش مدیریت، پروفایل خرید شرکتی و نگرش واحد فروش سازمانی است. در این پژوهش برای سنجش قابلیت اعتبار، از شاخص‌های تناسب و کاربردی بودن استفاده شد و اعتبار درونی مدل، با آزمون دوجمله‌ای بررسی و تایید گردید

کلیدواژه‌ها


عنوان مقاله [English]

Studying Antecedents of B2B Brand Equity in an Iranian ICT Company by Using Grounded Theory

نویسندگان [English]

  • Mohammadreza Hamidizadeh 1
  • Alireza Ghadiri 2
  • Manizheh Gharecheh 3
  • Kaveh Bazargan 4
1 Professor of Business Management, School of Management and Accounting, Shahid Beheshti University, Tehran, Iran
2 PhD student, Business Management - Marketing, School of Management and Accounting, Shahid Beheshti University, Tehran, Iran
3 Associate Professor, Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
4 Assistant Professor, Department of Management and Commerce, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
چکیده [English]

 
Abstract:AB2B brand and its equity, as the most valuable intangible asset of any corporation, and because of creating extraordinary advantages, has a significant impact on companies’ success andeffective relations with B2B customers. This study, usingby grounded theory method, aims to identify and explain underlying and intervening conditions, whichhave effect onbrand equity in B2B ICT (Information & Communication Technology) markets in Iran as an emergent economy. Studydata gatheredby in-depth semi-structured interviews with Iranian B2B marketing experts. Theoretical sampling applied and theoretical adequacy obtained by 23 interviews. Data analysis and coding based on Grounded Theory methodology through open, axial and selective coding revealed thatunderlying conditions affecting B2B brand equity in ICT consist of one market environmental dimension and four macro dimensions including political, economic, social and technological. Furthermore, intervening conditions affecting B2B brand equity in ICT consist of two dimensionof B2B customer perspective,which are customer profile and B2B purchase assessment criteria; and three corporate perspective, namely management attitude, B2B purchase profile and B2B sales department attitude. The creditability of the model measured by applying fit and 

کلیدواژه‌ها [English]

  • Brand Equity
  • B2B Brand Equity Elements
  • B2B Market
  • Emergent MarketsICT
  • Grounded Theory

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