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
1
,
مهرداد حسینی شکیب
2
,
میترا منتظرلطف
3
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
- Abdi, S., Souri, M., & Keshavarz, M. (2023). An analysis of the role of information technology in creating flexible supply chains with the mediating role of trust and industry competitiveness. Journal of Modern Management Engineering, 9(3), 122-148. doi: 10.30495/jmemiau.2023.707877. [In Persian]
- Ahmadi Danyali, A. (2023). The effect of organizational compatibility and innovation management in green supply chain management to improve organizational performance (Iran Khodro Industrial Group). Journal of Modern Management Engineering, 8(4), 114-138. doi: 10.30495/jmemiau.2023.704793. [In Persian]
- AlQudah, M., Osman, A., & Safizal, M. (2014). Critical success factors of organizational performance: A study of small and medium enterprises in Jordan. IOSR Journal of Humanities and Social Science, 19(6), 53-57.
- Alavi, M, Chavoshipour, A. (2016). Investigating the impact of competitive advantages in attracting and retaining customers in the banking system. The 4th International Research Congress in Management, Economics and Accounting. [In Persian]
- Amirifard, Parsa.(2023). Investigating the impact of integrated information technology on improving the performance of start-up businesses. 5th International Conference on new approaches in Management, Psychology and humanities in the 21st century paper. [In Persian].
- Arabion, A., Soleimanian, B., & Sansari, S. (2021). Delta model, an effective approach in the field of competition of Iran insurance companies.[In Persian]
- Arrigo U, Beccarello M, Di Foggia G. (2023). Strategic Response of European Airlines to Market Dynamics: A Comparative Analysis. Administrative Sciences. 13(12):255. https://doi.org/10.3390/admsci13120255.
- Azaddokht, E. (2016). Identifying the strategic position of the organization based on the delta model and determining the appropriate policies.. Master thesis. Faculty of Management, University of Tehran. [In Persian].
- Ceragioli, F., & Graeml, A. R. (2009). Entry Mode Influence On Strategic Positioning: Analysis Of Two Telephone Operators In Brazil. Journal of Operations and Supply Chain Management, 2(1), 104-114.
- Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2013). Applied multiple regression/correlation analysis for the behavioral sciences. Routledge.
- Cutler, P. (2014). Basics of marketing management: analysis and planning. Translated by Ali Parsaian.. Tehran: Termeh Publications.
- Fakhri, N. a.-S. (2017). Identifying the positioning components of the banking industry based on the expected and actual position in the e-commerce industry. Master thesis. Faculty of Management, Al-Zahra University. [In Persian].
- Fathabadi, M., Ataei, M. and Alinejad, A. (2022). The model for measuring the strategic dimensions of office well-being in Iran’s governmental organizations. Scientific Quarterly of Supervision and Inspection. [In Persian]
- Gharib Nawaz, N., and Mohammad Ali Babaei (2017). Analysis of competitive marketing strategy: marketing perspective and competition perspective.. Monthly Automotive Engineering and Related Industries 1(4): 67-78. [In Persian]
- Gholami, S. (2015). Identifying and prioritizing government obstacles in starting a business in Iran. Master's thesis. Faculty of Management, Islamic Azad University, Central Tehran Branch. [In Persian]
- Group, W. B. (2016). Doing Business Economy Profile 2017: Republica Bolivariana de Venezuela. World Bank.
- Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2006) Multivariate Data Analysis. Vol. 6, Pearson Prentice Hall, Upper Saddle River.
- Hajipour, B., and Sameh Najafi (2015). Investigating the effectiveness of insurance companies' performance from the strategic options of the delta model.. Strategic Management Thought 10(2): 229-270. [In Persian]
- Hajipour, B. & Esfahani, M. (2019). Delta model application for developing customer lifetime value. Marketing Intelligence & Planning, 37(3), 298-309. [In Persian]
- Hajipour, B., Azizi, A., Shamsi, S. (2012). Investigating the impact of product- market strategy and the marketing capabilities of the firm on market performance. Journal of Business Administration Research. [In Persian]
- Hashemnia, S.H., Eghbal, R. (2012). A Study Of E Commerce Impact On Function Of Small and Medium Industrial Enterprises (Studied Case: Enterprises in Esfahan Province). Journal of Modern Engineering Managment. [In Persian]
- Hax, A. C. (2010). The delta model: reinventing your business strategy. Springer.
- Hax, A. C., and D. L. Wilde. (2003). The delta model-a new framework of strategy.. Journal of Strategic Management Education 1(1): 1-21.
- Heydari, S., TaheriKia, F., & Imankhan, N. (2021). Designing and Validating a Model for Integrating Customer Knowledge Management and Customer Relationship Management with a Competitive Advantage Approach in the Iranian Banking Industry. Strategic Management Researches, 27(80), 143-181.. [In Persian]
- Hosseini shakib M, Behfar F(2015). The Study of Alignment between Corporate Strategy & Human Resource (HR) Strategy (Case Study: National Iranian Gas Company). Strategic studies in the oil and energy industry; 6 (23):189-216. [In Persian]
- Hosseini-Shakib, M., Mohammad Ali Safari Siahkali, and Majid Rostami.. (2017). Investigating the level of alignment of human resources and information technology strategies and its impact on organizational agility in Alborz province electricity distribution company.. The second international conference on new developments in management, economics and accounting. [In Persian]
- Ismaili, c. h. (2013). Competitive strategic positioning of Atka chain stores based on the Delta model. Master's thesis. Mehr Alborz Institute of Higher Education.. [In Persian]
- Jahandideh, M.Bahramzadeh,H (2023). Investigating the impact of digital capabilities on the export performance of Bojnoord cement factory. Journal of Modern Engineering Managment. [In Persian]
- Khamseh A, Radfar R, Moeini E, Madani H.(2012). A survey of the success of open innovation model application in Irans knowledge base corporation (Case Study: Biotechnology Corporation). Indian Journal of Science and Technology. 2012;5(10):1-12.
- Khamseh,A.Sadeghi Marznaki Y.(2018). Development of innovation management model in petrochemical companies producing polyethylene products and prioritization of factors with fuzzy network analysis process. Journal of management accounting and auditing Knowledge. 2018;7(27):163-80. [Persian]
- Letangule, S. L. & Letting, D. N. K. (2012). Effect of innovation strategies on performance of firms in the telecommunication sector in Kenya. International Journal of Management & Business Studies, 2(3), 75-78. [In Persian]
- Mashhadi, A. Nakhaei, Z.(2017). The role of labor laws and regulations in providing and creating a business environment. The third annual conference on business management and economics. [In Persian]
- Milani, J. (2022). Improving the business environment and economic development, the position and duties of executive organizations. Economics and business research paper. [In Persian]
- Mohebi, A., and Amir Heydari. (2014). Information technology roadmap mapping: an approach to align information technology strategies with business strategies. . Scientific Journal of Information Management 1(1): 15-37. [In Persian]
- Moran, M. R., Façanha, S., Gonçalves, M. A., & Fischmann, A. A. (2012). Congruências entre posicionamentos estratégicos e redes de negócios: Estudo de caso de uma subsidiária brasileira. Revista de Administração (São Paulo), 47, 68-80.
- Morschett, D., Swoboda, B., & Schramm-Klein, H. (2006). Competitive strategies in retailing—an investigation of the applicability of Porter's framework for food retailers. Journal of Retailing and Consumer Services, 13(4), 275-287.
- Najafi Aghamirlou, S. (2014). Investigating the effectiveness of the performance of insurance companies from the strategic options of the delta model. Master's thesis. Faculty of Management of Economic Institutions, University of Economic Sciences. [In Persian]
- Ole Kulet, J., Wanyoike, D., & Koima, J. (2019a). Effects of best product strategic positioning on organizational performance in telecommunication industry. Kenya. The strategic journal of business & change management, 6(1), 387-400.
- Ole Kulet, J., Wanyoike, D., & Koima, J. (2019b). Effects of Total Customer Solutions Strategic Positioning on Organizational Performance in Telecommunication Industry, in Kenya. European Journal of Business and Management, 11(6),103-120.
- Piscopo, M. R., Borini, F. M., & Junior, M. D. M. O. (2010). Strategies focusing on value network: an analysis of event production companies. Revista Ibero-Americana de Estratégia, 9(1), 152-181.
- Porter, M. (1990). Competitive strategy The Free Press, N. York i.
- Pourakbari, N., Herat, A. T., & Alemi, M. A. (2018). Identifying Business Strategic Opportunities in a Private Airline Using Delta Model. International Journal of Academic Research in Business and Social Sciences, 8(5). [In Persian]
- Rahman Sarasht, H. (2014). Management strategies. First edition, Tehran: Fan and Art Publications. [In Persian]
- Rashidzadeh,A., Alaei,M. (2017). The effect of customer relationship management (CRM) and relationship marketing on customer retention. The world's national scientific research conference in management, accounting, law and social sciences. [In Persian]
- Riasat, F., Nisar, Q. A., Haider, S., Gill, S. S., & Noreen, S. (2015). Relationship among strategic positioning, strategic customer relationship management and organization’s performance. International Journal of Management Research and Emerging Sciences, 5(1). [In Persian]
- Richard, P. J., Devinney, T. M., Yip, G. S., & Johnson, G. (2009). Measuring organizational performance: Towards methodological best practice. Journal of management, 35(3), 718-804.
- Rostami, V., Rezaei, L., Bazargani,Z. (2021). The Effect of Product Market Competition and LifeCycle Stages on Corporates' Business Strategy with Emphasis on New Companie. Journal of Business Intelligence Management Studies. [In Persian]
- Sajjadi, N., Rahmati, T., Hamidi, M., & Khabiri, M. (2022). Determining the Strategic Position and Develop Strategic plan of the Deputy of the Athletics and Professional Development. Sport Management Journal. [In Persian]
- Shaolia, R. (2016). Examining relationship marketing and creating value for the customer. Second International Research Congress in Management, Economics and Accounting. [In Persian]
- Sanusi, B. O., & Oloyede, D. B. (2014). Audience perception of the role of advertising on product positioning and brand loyalty in the Nigerian GSM market. Kuwait Chapter of the Arabian Journal of Business and Management Review, 3(6), 234.
- Tong, X., Ding, W., Huang, Z. et al (2024). Governance mechanism of quality and safety of imported agricultural products in China based on grounded theory. Humanit Soc Sci Commun 11, 109. https://doi.org/10.1057/s41599-024-02604-6
- Vahdatpour, A., Bahrami, M., & Fadaei, M.(2021). Identifying factors affecting the company's success using the Delta model. The first international conference on industrial marketing management.. [In Persian]
- Walker, O. C. B., John Harper Malenis, and Jean Lerche. (2013). Marketing strategy with a decision-oriented approach. Translated by Seyyed Mohammad Arabi and Daud Yazdi.. Tehran: Office of Cultural Research.
- Zamani, H. (2018). Evaluating the maturity of knowledge management of Khuzestan Regional Electricity Company from a strategic/managerial point of view: a combined research.. Scientific Journal of Information Management 5(2): 27-47. [In Persian]
