بررسی تأثیر تفکر استراتژیک بر نوآوری و معرفی موفقیت آمیز محصولات جدید (مورد مطالعه: شرکت بیمه البرز)
محورهای موضوعی : مدیریت بازرگانی
اسماعیل کمالی راد
1
(استادیارگروه مدیریت ، واحد بوشهر ، دانشگاه آزاد اسلامی ، بوشهر ، ایران)
سیده راحیل هاشمی
2
(کارشناس ارشد مدیریت کسب و کار ، واحد بوشهر ، دانشگاه آزاد اسلامی ، بوشهر ، ایران.)
کلید واژه: تفکر استراتژیک, شرکت بیمه البرز, نوآوری در محصول و خدمات, معرفی محصولات و خدمات جدید,
چکیده مقاله :
مدیریت استراتژیک با تاکید بر تفکر استراتژیک به الزامی انکارناپذیر در دنیای کسب و کار امروز تبدیل شده است. رویکردهای کلاسیک به برنامه ریزی استراتژیک به دلیل بی توجهی به جوهره اصلی آن یعنی تفکر استراتژیک، در دام کلیشه اندیشی افتاده و مورد انتقاد بسیاری از اندیشمندان سازمانی قرار گرفته اند. از طرفی بی نظمی ذاتی تفکر استراتژیک، موجب سردرگمی مدیران استراتژیست و تردید در تکرار پذیری تصمیمات استراتژیک سازمانی می گردد. در این پژوهش قصد بر این است که به بررسی تاثیر تفکر استراتژیک بر نوآوری و معرفی موفقیت آمیز محصولات جدید شرکت بیمه البرز پرداخته شود. برای سنجش متغیرهای تحقیق از پرسشنامه های استاندارد استفاده گردید. پرسشنامه بین 126 نفر نمونه از جامعه آماری که مدیران و نمایندگان فروش شرکت بیمه البرز در استان بوشهر می‌باشد، توزیع شد. روش تحقیق توصیفی از نوع همبستگی بود. جهت پاسخ به سؤالات و بررسی فرضیات تحقیق با نرم‌افزار Smart-PLS از روش بررسی معادلات ساختاری و تحلیل مسیر به روش حداقل مربعات جزئی (PLS) استفاده گردید. نتایج پژوهش نشان داد که که تفکر استراتژیک و ابعاد آن (چشم انداز سیستمی، تمرکز بر قصد، فرصت طلبی هوشمند، تفکر در زمان و تفکر فرضیه محور) بر نوآوری و معرفی موفقیت آمیز محصولات و خدمات شرکت بیمه البرز تاثیر معنی داری دارد.
Strategic management with its emphasis on strategic thinking has become an undeniable requirement in today's business world. Classical approaches to strategic planning have fallen into the trap of stereotyping and have been criticized by many organizational thinkers for neglecting its core essence, strategic thinking. On the other hand, the inherent disorder of strategic thinking causes confusion among strategic managers and doubts about the reproducibility of organizational strategic decisions. In this research, the intention is to investigate the effect of strategic thinking on innovation and the successful introduction of new products by Alborz Insurance Company. Standard questionnaires were used to measure research variables. The questionnaire was distributed among 126 sample people from the statistical population who are the managers and sales representatives of Alborz Insurance Company in Bushehr province. The research method was descriptive-correlational. To answer the questions and test the research hypotheses with Smart-PLS software, the method of studying structural equations and path analysis using the partial least squares (PLS) method was used. The results showed that strategic thinking and its dimensions (systemic perspective, focus on intention, smart opportunism, time thinking, and hypothesis-based thinking) have a significant impact on innovation and the successful introduction of products and services of Alborz Insurance Company.
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Barlow, M. A., Verhaal, J. C., & Angus, R. W. (2019). Optimal distinctiveness, strategic categorization, and product market entry on the Google Play app platform. Strategic Management Journal, 40(8), 1219-1242. https://doi.org/10.1002/smj.3019
Bayazi, A., Kordnaeij, A., Khodadad Hossaini, S. H., & Danaeefard, H. (2020). Designing an Integrated Strategic Thinking Model: Antecedents, Elements and Consequences. Public Management Researches, 13(49), 111-134. https://doi.org/10.22111/jmr.2021.29814.4554
Cenamor, J. (2021). Complementor competitive advantage: A framework for strategic decisions. Journal of Business Research, 122(3), 335-343. https://doi.org/10.1016/j.jbusres.2020.09.016
Dianat, N., & Irajpour, A. (2016). A Survey of Strategic Thinking on Organizational Innovation (Case Study: Qazvin Education Department) International Conference of Management Ekites, Tehran, Iran. https://www.sid.ir/FileServer/SF/3881395H0122.pdf
Diyanat Nejad, N., & Irajpour, A. (2016). Investigating the effect of strategic bias on organizational innovation. Journal of Development and Transformation Management, 85-92.
Esper, T. L. F., & Sramek, B. D. (2007). logistic learning capability: studing the competitive advantage gained through logistic learning. Journal of business logestics, 28(2), 58-81.
Foerderer, J., Kude, T., Mithas, S., & Heinzl, A. (2018). Does platform owner’s entry crowd out innovation? Evidence from Google photos Information Systems Research, 29(2), 253-523. https://doi.org/10.1287/isre.2018.0787
Hilbolling, S., Berends, H., Deken, F., & Tuertscher, P. (2019). Complementors as connectors: Managing open innovation around digital product platforms. R&D Management, 50(1). https://doi.org/10.1111/radm.12371
Hosseinzadeh, M., Vahabzade, S., & Mehrani, H. (2020). The Impact of external marketing capabilities and the mental involvement of customers on the company's performance with the mediating role of product innovation and flexible strategy. Journal of Marketing Management, 15(46), 15-31.
Huang, J., Henfridsson, O., Liu, M. J., & Newell, S. (2017). Growing on steroids: Rapidly scaling the user base of digital ventures through digital innovation. MIS Quarterly, 41(1), 301-314. https://doi.org/10.25300/MISQ/2017/41.1.16
Iranzadeh, S., & Sadeghi, A. (2008). Determining the Relationship between Strategic Thinking Skills and Multiple Intelligences Journal of Management Sciences, 4(4), 85-116.
Mohesnin, S., & Esfidani, M. R. (2008). Structural equations based on the partial least squares approach using Smart-PLS software: educational and practical. Mehrabaan Nashr.
Nambisan, S., Zahra, S. A., & Luo, Y. (2019). Global platforms and ecosystems: Implications for international business theories. Journal of International Business Studies, 50(9), 1464–1486. https://doi.org/10.1057/s41267-019-00262-4
Rahi, S., & Rahimpour, A. (2017). Investigating the Relationship between Strategic Thinking, Transformational Leadership and Organizational Learning with the New Product Development Idea Support Process (Case Study of Knowledge-Based Companies of Ferdowsi University of Mashhad Comprehensive Growth Center). Industry and University Quarterly, 5(37), 57-75.
Salimzadeh, J., Wise, S. M., Mohammadi, E., & Abedini, E. (2016). The survey of the role of transformational leadership in facilitate innovation and innovative culture mediator role in the Abadan oil refinery. Farayandno, 11(53), 102-114.
Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based. Industrial Marketing Management, 89, 89-97. https://doi.org/10.1016/j.indmarman.2020.03.003
Winklen, C. V. (2010). Deriving value from inter-organizationa learning collaborations. The Learning Organization, 17(1), 8-23.
_||_Alexy, O., West, J., Klapper, H., & Reitzig, M. (2018). Surrendering control to gain advantage: Reconciling openness and the resource-based view of the firm Strategic Management Journal, 39(6), 1704–1727. https://doi.org/10.1002/smj.2706
Barlow, M. A., Verhaal, J. C., & Angus, R. W. (2019). Optimal distinctiveness, strategic categorization, and product market entry on the Google Play app platform. Strategic Management Journal, 40(8), 1219-1242. https://doi.org/10.1002/smj.3019
Bayazi, A., Kordnaeij, A., Khodadad Hossaini, S. H., & Danaeefard, H. (2020). Designing an Integrated Strategic Thinking Model: Antecedents, Elements and Consequences. Public Management Researches, 13(49), 111-134. https://doi.org/10.22111/jmr.2021.29814.4554
Cenamor, J. (2021). Complementor competitive advantage: A framework for strategic decisions. Journal of Business Research, 122(3), 335-343. https://doi.org/10.1016/j.jbusres.2020.09.016
Dianat, N., & Irajpour, A. (2016). A Survey of Strategic Thinking on Organizational Innovation (Case Study: Qazvin Education Department) International Conference of Management Ekites, Tehran, Iran. https://www.sid.ir/FileServer/SF/3881395H0122.pdf
Diyanat Nejad, N., & Irajpour, A. (2016). Investigating the effect of strategic bias on organizational innovation. Journal of Development and Transformation Management, 85-92.
Esper, T. L. F., & Sramek, B. D. (2007). logistic learning capability: studing the competitive advantage gained through logistic learning. Journal of business logestics, 28(2), 58-81.
Foerderer, J., Kude, T., Mithas, S., & Heinzl, A. (2018). Does platform owner’s entry crowd out innovation? Evidence from Google photos Information Systems Research, 29(2), 253-523. https://doi.org/10.1287/isre.2018.0787
Hilbolling, S., Berends, H., Deken, F., & Tuertscher, P. (2019). Complementors as connectors: Managing open innovation around digital product platforms. R&D Management, 50(1). https://doi.org/10.1111/radm.12371
Hosseinzadeh, M., Vahabzade, S., & Mehrani, H. (2020). The Impact of external marketing capabilities and the mental involvement of customers on the company's performance with the mediating role of product innovation and flexible strategy. Journal of Marketing Management, 15(46), 15-31.
Huang, J., Henfridsson, O., Liu, M. J., & Newell, S. (2017). Growing on steroids: Rapidly scaling the user base of digital ventures through digital innovation. MIS Quarterly, 41(1), 301-314. https://doi.org/10.25300/MISQ/2017/41.1.16
Iranzadeh, S., & Sadeghi, A. (2008). Determining the Relationship between Strategic Thinking Skills and Multiple Intelligences Journal of Management Sciences, 4(4), 85-116.
Mohesnin, S., & Esfidani, M. R. (2008). Structural equations based on the partial least squares approach using Smart-PLS software: educational and practical. Mehrabaan Nashr.
Nambisan, S., Zahra, S. A., & Luo, Y. (2019). Global platforms and ecosystems: Implications for international business theories. Journal of International Business Studies, 50(9), 1464–1486. https://doi.org/10.1057/s41267-019-00262-4
Rahi, S., & Rahimpour, A. (2017). Investigating the Relationship between Strategic Thinking, Transformational Leadership and Organizational Learning with the New Product Development Idea Support Process (Case Study of Knowledge-Based Companies of Ferdowsi University of Mashhad Comprehensive Growth Center). Industry and University Quarterly, 5(37), 57-75.
Salimzadeh, J., Wise, S. M., Mohammadi, E., & Abedini, E. (2016). The survey of the role of transformational leadership in facilitate innovation and innovative culture mediator role in the Abadan oil refinery. Farayandno, 11(53), 102-114.
Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based. Industrial Marketing Management, 89, 89-97. https://doi.org/10.1016/j.indmarman.2020.03.003
Winklen, C. V. (2010). Deriving value from inter-organizationa learning collaborations. The Learning Organization, 17(1), 8-23.