شناسایی و اولویت‌بندی عوامل موثر بر نوآوری بازاریابی در سازمان‌های خدمات درمانی
محورهای موضوعی : -اقتصاد بهداشت و درمان
محمد جهانی فر
1
,
احسانه نژادمحمد نامقی
2
,
عباس اسدی
3
,
اکبر بهمنی چوب بستی
4
1 - کارشناسی‌ارشد رشته مدیریت اجرایی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
3 - استادیار، گروه مدیریت بازرگانی - بازاریابی، واحد ورامین - پیشوا، دانشگاه آزاد اسلامی، ورامین، ایران
4 - استادیار، گروه مدیریت دولتی، دانشکده مدیریت، دانشگاه پیام نور، تهران، ایران
کلید واژه: رتبه‌بندی, نوآوری بازاریابی, سازمان‌های خدمات درمانی, عوامل رقابتی, عوامل فناورانه,
چکیده مقاله :
مقدمه: آنچه که سازمان‌های عصر حاضر به شدت به آن نیازمند بوده تا بتوانند در بازارهای پویا و پیچیده جایگاه و مزیت رقابتی کسب نمایند؛ توان تولید محصولات و خدمات جدید و منحصربفرد و قابل رقابت در بازارهای متغیر است. پژوهش حاضر به دنبال شناسایی و رتبه‌بندی عوامل موثر بر نوآوری بازاریابی در سازمان‌های خدمات درمانی می‌باشد.روش پژوهش:با استفاده از تکنیک دلفی به شناسایی عوامل موثر بر نوآوری بازاریابی در سازمان‌های خدمات درمانی پرداختیم. عوامل موثر بر نوآوری بازاریابی در سازمان‌های خدمات درمانی در قالب یک پرسشنامه در اختیار نمونه آماری قرار گرفت تا میزان موافقت افراد نمونه با هر کدام از این عوامل و روش‌ها سنجیده شود. با کمک تکنیک تاپسیس عوامل شناخته شده تأیید شده را رتبه‌بندی نمودیم.یافته‌ها: طبق یافته های این پروژهش عوامل موثر بر نوآوری بازاریابی در سازمان‌های خدمات به ترتیب به تکنولوژیکی، رقابتی، سیاسی، قانونی و اقتصادی و اجتماعی تقسیم می‌گردد.نتیجه‌گیری:توجه به مبحث آینده‌نگری و تفکر بلندمدت و استفاده از نوآوری در بازاریابی در دستور کار سازمان قرار گیرد. به محیط درونی و بیرونی سازمان و تحلیل آنها برای انتخاب و اجرای پیشنهادات نوآورانه در سازمان (متناسب با اولویت‌بندی عوامل اثرگذار بر بازاریابی اجتماعی) و فرهنگ سازمانیِ مولد و تشویق‌کننده خلاقیت و نوآوری در سازمان توجه ویژه گردد.
Introduction: What today's organizations to a great extent need so that they can gain a position and competitive advantage in dynamic and complex markets is the ability to produce new, unique and competitive products and services in changing markets. The current research seeks to identify and rank the factors affecting marketing innovation in medical service organizations.Methods: Using the Delphi technique, we identified factors affecting marketing innovation in medical service organizations. Factors affecting marketing innovation in medical service organizations were provided to the statistical sample in the form of a questionnaire to measure the agreement of the sample with each of these factors and methods. We ranked the known and verified factors with the help of TOPSIS technique.Results: According to the findings of this project, the factors affecting marketing innovation in service organizations are divided into technological, competitive, political, legal, economic and social respectively.Conclusion: Paying attention to the subject of foresight and long-term thinking and the use of innovation in marketing should be placed on the agenda of the organization. Special attention should be paid to the internal and external environment of the organization and their analysis to select and implement innovative proposals in the organization (corresponding to the prioritization of factors affecting social marketing) and a productive organizational culture that encourages creativity and innovation in the organization.
1- James K, John L. Fortenberry Jr. Catalyzing marketing innovation and competitive advantage in the healthcare industry: the value of thinking like an outsider. Elrod and Fortenberry BMC Health Services Research, 2018, 18(l3): 922. https://doi.org/10.1186/s12913-018-3682-9
2- Davari M, Walley T, Haycox A. Health Technology Assessment Programme for Iran; A Luxury or Real Need? Health Inf Manage, 2014; 10(6): 900. [In Persian]
3- Calof, J and Wright, S .Competitive intelligence A practitioner, academic and inter-disciplinary Perspective”, European Journal of Marketing, 2008; 42 (7/8): 717-730.
4- Haghighi Kefash Mehdi, Hajipour Bahman, Mazloumi Nader, Momeni Mostafa. Organizational innovation capability modeling. Management of government organizations, 2014; 3(4 (consecutive 12)): 27-40. Available from: https://sid.ir/paper/523164/fa
5- Vajihe Dalvand, Asghar Moshabaki, Abdolhosain Karampour.The impact of innovation capabilities on export performance of firms applied mathematics in engineering.Management and Technology, 2015; 3 (2): 295-308.
6- Imani, Mona. Keys to finding customers.Iran newspaper, 1386; 13(3679): 8.
7- VíctorJ. Antecedents and consequences of organizational innovation and organizational learning in entrepreneurship, Faculty of Economics and Business, University of Granada, Granada, Spain , Faculty of Social and Juridical Sciences, Miguel Hernandez University, Elche, Spain, 2006; 106(1).
8- lam, Alice.Organizational Innovation", Brunel University press, 2004.
9- Jon Kepa Gerrikagoitia, Iñigo Castander, Fidel Rebón, Aurkene Alzua-Sorzabal , New Trends of Intelligent E-marketing Based on Web Mining for E-shops, A Business Intelligence System for Tourism Destination Web. Management; (2015): 62-72.
10- Chui-Yu Chiu,Yi-Feng Chen,I-Ting Kuo,He Chun Ku, An intelligent market segmentation system using k-means and particle swarm optimization, Journal of Business Research, 2009; 93: 2011- 2013.
11- Lihua Zhou, Xiaoxiao Feng, A Network Based Intelligent Training System of Internet Marketing for SMEsecision Support Systems; 2012: 83–393.
12- Karayanni, A. The effect of culture on creation Marketing intelligence by internet and creation value in organization, Journal of Strategy & Leadership, 2006; 30(2).
13- Calof, J and Wright, S. “Competitive intelligence a practitioner, academic and inter-disciplinary Perspective”, European Journal of Marketing, 2008; 42(7/8): 717-730.
14- Pérez-Bustamante, G.O. Knowledge management in agile innovative organizations, Journal of Knowledge Management, 1999; 3(1): 6–17.
15- Hwang, C.L. and Yoon, K. Multiple Attribute Decision Making: Methods and Applications. Springer-Verlag, New York, 1981.http://dx.doi.org/10.1007/978-3-642-48318-9
16- Gharampour P; Zenozi SJ; Abulfazli S A. Investigating the effect of flexibility capacity and organizational learning on marketing performance: a review mediating effects of product innovation and environmental turbulence modifier. Journal of Business Management, 2020; 12(1): 183- 197. DOI: 10.22059/jibm.2019.269367.3319 Received: February 19, 2019; Accepted: December 28, 2019 in Persian
17- Inesa Mikhno , Viktor Koval, Anton Ternavskyi . STRATEGIC MANAGEMENT OF HEALTHCARE INSTITUTION DEVELOPMENT OF THE NATIONAL MEDICAL SERVICES MARKET Access to Science, Business, Innovation in Digital Economy ISSN 2683-1007 (Online), 2020; 1(2): 157-170. https://doi.org/10.46656/access.2020.1.2(7) https://journal.access-bg.org/ 157 .
18- W. van den Hoed, Ramona Backhaus;Erica de Vries, Jan P. H. Hamers and Ramon Daniëls. Factors contributing to innovation readiness in health care organizations: a scoping review Monique van den Hoed et al. BMC Health Services Research, 2022; 22: 997 https://doi.org/10.1186/s12913-022-08185-x
_||_1- James K, John L. Fortenberry Jr. Catalyzing marketing innovation and competitive advantage in the healthcare industry: the value of thinking like an outsider. Elrod and Fortenberry BMC Health Services Research, 2018, 18(l3): 922. https://doi.org/10.1186/s12913-018-3682-9
2- Davari M, Walley T, Haycox A. Health Technology Assessment Programme for Iran; A Luxury or Real Need? Health Inf Manage, 2014; 10(6): 900. [In Persian]
3- Calof, J and Wright, S .Competitive intelligence A practitioner, academic and inter-disciplinary Perspective”, European Journal of Marketing, 2008; 42 (7/8): 717-730.
4- Haghighi Kefash Mehdi, Hajipour Bahman, Mazloumi Nader, Momeni Mostafa. Organizational innovation capability modeling. Management of government organizations, 2014; 3(4 (consecutive 12)): 27-40. Available from: https://sid.ir/paper/523164/fa
5- Vajihe Dalvand, Asghar Moshabaki, Abdolhosain Karampour.The impact of innovation capabilities on export performance of firms applied mathematics in engineering.Management and Technology, 2015; 3 (2): 295-308.
6- Imani, Mona. Keys to finding customers.Iran newspaper, 1386; 13(3679): 8.
7- VíctorJ. Antecedents and consequences of organizational innovation and organizational learning in entrepreneurship, Faculty of Economics and Business, University of Granada, Granada, Spain , Faculty of Social and Juridical Sciences, Miguel Hernandez University, Elche, Spain, 2006; 106(1).
8- lam, Alice.Organizational Innovation", Brunel University press, 2004.
9- Jon Kepa Gerrikagoitia, Iñigo Castander, Fidel Rebón, Aurkene Alzua-Sorzabal , New Trends of Intelligent E-marketing Based on Web Mining for E-shops, A Business Intelligence System for Tourism Destination Web. Management; (2015): 62-72.
10- Chui-Yu Chiu,Yi-Feng Chen,I-Ting Kuo,He Chun Ku, An intelligent market segmentation system using k-means and particle swarm optimization, Journal of Business Research, 2009; 93: 2011- 2013.
11- Lihua Zhou, Xiaoxiao Feng, A Network Based Intelligent Training System of Internet Marketing for SMEsecision Support Systems; 2012: 83–393.
12- Karayanni, A. The effect of culture on creation Marketing intelligence by internet and creation value in organization, Journal of Strategy & Leadership, 2006; 30(2).
13- Calof, J and Wright, S. “Competitive intelligence a practitioner, academic and inter-disciplinary Perspective”, European Journal of Marketing, 2008; 42(7/8): 717-730.
14- Pérez-Bustamante, G.O. Knowledge management in agile innovative organizations, Journal of Knowledge Management, 1999; 3(1): 6–17.
15- Hwang, C.L. and Yoon, K. Multiple Attribute Decision Making: Methods and Applications. Springer-Verlag, New York, 1981.http://dx.doi.org/10.1007/978-3-642-48318-9
16- Gharampour P; Zenozi SJ; Abulfazli S A. Investigating the effect of flexibility capacity and organizational learning on marketing performance: a review mediating effects of product innovation and environmental turbulence modifier. Journal of Business Management, 2020; 12(1): 183- 197. DOI: 10.22059/jibm.2019.269367.3319 Received: February 19, 2019; Accepted: December 28, 2019 in Persian
17- Inesa Mikhno , Viktor Koval, Anton Ternavskyi . STRATEGIC MANAGEMENT OF HEALTHCARE INSTITUTION DEVELOPMENT OF THE NATIONAL MEDICAL SERVICES MARKET Access to Science, Business, Innovation in Digital Economy ISSN 2683-1007 (Online), 2020; 1(2): 157-170. https://doi.org/10.46656/access.2020.1.2(7) https://journal.access-bg.org/ 157 .
18- W. van den Hoed, Ramona Backhaus;Erica de Vries, Jan P. H. Hamers and Ramon Daniëls. Factors contributing to innovation readiness in health care organizations: a scoping review Monique van den Hoed et al. BMC Health Services Research, 2022; 22: 997 https://doi.org/10.1186/s12913-022-08185-x
