مدل برندسازی شرکتی در صنعت اپراتوری تلفن همراه (مورد مطالعه: شرکت همراه اول)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیات علمی دانشکده مدیریت و حسابداری دانشگاه علامه طباطبایی

2 رئیس اداره مطالعات راهبردی شرکت همراه اول

3 عضو هیأت علمی گروه مدیریت بازرگانی دانشگاه علامه طباطبایی

چکیده

این مقاله یک تحقیق تجربی از عوامل تأثیرگذار بر ایجاد مدل برند سازی شرکتی در صنعت اپراتوری تلفن همراه است و به‌صورت ترکیبی در دو مرحله کیفی و کمّی انجام شد. در مرحله کیفی، مدل مفهومی مدیریت برند شرکتی در شبکه ارزش صنعت اپراتوری موبایل از طریق پارادایم ساخت‌گرایی تکوین یافت. ساخت مدل در این مرحله بعد از مطالعه اسنادی/ کتابخانه‌ای مرتبط با موضوع، مبتنی بر تکنیک مدل‌سازی ساختاری- تفسیری بر مبنای نظر خبرگان بود. سپس جهت آزمون توان تبیین مدل مفهومی استخراج‌شده، مدل در سطح اپراتور همراه اول موردمطالعه و ارزیابی قرار گرفت تا موجبات زمینه‌سازی جهت اجرا پذیر بودن مدل فراهم گردد. در مرحله کمّی تحقیق، با استفاده از روش آماری مناسب به بررسی صحت روابط تبیین شده در مدل پرداخته می‌شود. مهم‌ترین نرم‌افزار مورداستفاده جهت تجزیه‌وتحلیل یافته-های پژوهش SmartPLSبود. نتایج نشان داد که تصویر، ساختار ، استراتژی ، فرهنگ ، رفتار شرکتی، برند کارفرما، عوامل محیطی، پیشران‌های کلیدی صنعت، اصول حیاتی کسب‌وکار و ماهیت صنعت اپراتوری، تأثیر معنادار در ایجاد مدل دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Corporate Branding Model in the Mobile Operator Industry (As a Case: Hamrah-e-Avval)

نویسندگان [English]

  • mohammad taghi taghavifard 1
  • Samira Mahdinasab 2
  • vahid nasehifar 3
  • jahanyar bamdadsoofi 1
1 Associate Prof., Faculty of Management and Accounting, Allameh Tabataba’I University
2 head of strategic research department at MCI
3 Associate Prof., Faculty of Management and Accounting, Allameh Tabataba’I University, Tehran,Iran
چکیده [English]

This paper presents an empirical study of the factors influencing the creation of a corporate branding model in mobile operator industry. The study was carried out in two qualitative and quantitative steps. In the qualitative phase, the conceptual model of corporate brand management was developed in mobile industry through the constructivism paradigm. At this stage after the study of the documents / libraries related to the subject, the construction of model was based on the interpretive-structural modeling technique based on the experts' opinion. Then, the extracted conceptual model was evaluated Within MCI to provide the ground for model applicability. In the quantitative phase, the validity of the explained relationships in the model is examined using the appropriate statistical method.The most important software used to analyze research findings was SmartPLS. The results showed that the corporate image, structure,  strategy,  culture,  behavior, employer brand, environmental factors, key industry drivers, key business principles and the nature of the operating industry have a significant effect on the corporate brand of the mobile operator.
 

کلیدواژه‌ها [English]

  • : Corporate branding
  • Model
  • Mobile operator
  • Hamrah e avval

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