بررسی تاثیر گزینه های موقعیت یابی استراتژیک مدل دلتا بر عملکرد سازمانی با نقش تعدیلگر قوانین دولتی (مورد مطالعه: شرکت های فناوری اطلاعات مستقر در پارک علم و فناوری پردیس)
محورهای موضوعی : مدیریت
مهزاد خانزاده
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مهرداد حسینی شکیب
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میترا منتظرلطف
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1 - کارشناس ارشد گروه مدیریت، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران.
2 - گروه مدیریت صنعتی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران.
3 - دانشجوی دکتری گروه مدیریت، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.
کلید واژه: مدل‌دلتا, موقعیت‌یابی‌استراتژیک, عملکرد‌سازمانی, قوانین‌دولتی, شرکت های فناوری اطلاعات,
چکیده مقاله :
هدف از پژوهش حاضر، بررسی تاثیر گزینه‌های موقعیت‌یابی استراتژیک مدل دلتا بر عملکرد سازمانی شرکت‌های IT با نقش تعدیلگر قوانین دولتی است. این پژوهش از نظر هدف، کاربردی و به لحاظ روش، توصیفی-پیمایشی است. گردآوری داده‌ها توسط پرسشنامه محقق‌ساخته انجام گرفت. روایی محتوایی پرسشنامه با استفاده از نظرات خبرگان و پایایی آن، توسط آلفای کرونباخ تایید شد. جامعه آماری تحقیق را مدیران و خبرگان حوزه استراتژی و بازاریابی شرکت‌های فعال در صنعت IT مستقر در پارک علم و فناوری پردیس که بالغ بر 266 نفر بودند، تشکیل داد و حجم نمونه با استفاده از فرمول کوکران، به تعداد 158 نفر محاسبه شد. تجزیه و تحلیل داده‌ها، با استفاده از روش مدل-سازی معادلات ساختاری در نرم‌افزار Amos صورت گرفت. یافته‌ها نشان می‌دهد هر سه گزینه استراتژیک مدل دلتا، شامل گزینه‌های بهترین محصول، راه‌حل جامع مشتریان و پایبندسازی به سیستم، بر عملکرد شرکت‌های IT تاثیر مثبت و معنادار دارند و در این میان، تاثیر گزینه پایبندسازی به سیستم، بیش از سایر گزینه‌ها است. هم‌چنین قوانین دولتی، روابط میان گزینه‌های استراتژیک مدل دلتا با عملکرد سازمانی را تعدیل می‌کند که بیش‌ترین تاثیر، مربوط به گزینه راه‌حل جامع مشتریان و کمترین تاثیر، مربوط به گزینه بهترین محصول است.
.Investigating the impact of Delta model strategic positioning options on organizational performance with the moderating role of government Regulations )case study: information technology companies based in Pardis Science and Technology Park) Abstract The purpose of this study is to investigate the impact of Delta model strategies on organizational performance with the moderating role of government regulation. This study is categorized as applied and descriptive. The statistical population was consisted of managers and experts of the strategic and marketing departments in IT firms located in the Pardis Technology Park that number was 266 people. According to the Cochran's formula, the sample size was calculated to be 158. Data collection was done by a researcher-made questionnaire. The content validity of questionnaire was confirmed using expert's opinion and its reliability was confirmed by Cronbach's alpha coefficient. Data analysis was performed using the structural equation modeling (SEM) in Amos software. Results of the study indicate that Delta model strategies, including best product, total customer solution, and system lock-in, have positive and significant impact on the IT firm’s performance. The impact of system lock-in on performance is greater than other Delta model strategies. Also, government regulation moderates the relationship between Delta model strategies and organizational performance. The greatest impact is related to the total customer solution and the least impact is related to the best product. Keywords: Delta Model, Strategic Positioning, Organizational Performance, Government Regulation, Information Technology firms
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