ﺗﺒﯿﯿﻦ زمينه‌هاي علي و مداخله‌اي درتوسعه‌ي برند سازماني

Explain the causal and interventional Conditions of corporate brand development

ﻫﺪف ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺷﻨﺎﺳﺎﯾﯽ و تبيين زمينهﻫﺎي علي و مداخله‌اي در توسعه‌ي برند سازماني اﺳﺖ. روش‌شناسي: اين پژوهش از نظر ﺷﯿﻮه ﺟﻤﻊ‌آوري داده‌ﻫﺎ از ﻧﻮع آﻣﯿﺨﺘﻪ است. بدين منظور با مطالعات كتابخانه‌اي و مصاحبه‌هاي دلفي با گروه نخبگان مرتبط با موضوعزمينهﻫﺎي علي و مداخله‌اي در توسعه‌ي برند سازماني شناسايي شد و ﺑﺎ ﺗﻨﻈﯿﻢ و اراﺋﻪ ﭘﺮﺳﺸﻨﺎﻣﻪ‌ي محقق ساخته در يك مقياس 1 تا10 درجه‌اي جهت تعيين اﻫﻤﯿﺖ ﻫﺮ ﯾﮏ از ابعاد و گويه‌ها در ﺟﺎﻣﻌﻪ‌اي از ﺧﺒﺮﮔﺎن و اساتيد دانشگاهي در ﺣﻮزه‌ي برند سازماني ارزش‌دﻫﯽ ﺷﺪه و اوﻟﻮﯾﺖ ﻫﺮ ﮐﺪام از آن‌ها ﺑﺮ اﺳﺎس آزﻣﻮن ﺗﺤﻠﯿﻞ وارﯾﺎﻧﺲ ﻓﺮﯾﺪﻣﻦ با كمك نرم‌افزار آماري «SPSS» ﻣﺤﺎﺳﺒﻪ ﺷﺪ.يافته‌ها:ﻧﺘﺎﯾﺞ ﺗﺤﻘﯿﻖ ﻧﺸﺎن‌داد كه به ترتيب ابعاد در زمينهﻫﺎي علي: 1) مديريت و رهبري، 2) شرايط سازماني، 3) منابع انساني و 4) شرايط فيزيكي سازمان؛ و همچنين در زمينهﻫﺎي مداخله‌اي:1)اقتصادي، 2)توليدات‌ علمي، 3)مزيت ‌رقابتي، 4)مشتري‌مداري، 5)فرهنگي و اجتماعي، 6) ارتباطات و تبليغات، 7)سياسي، 8) ارزش جهان‌شمولي و 9) ورزشي و تفريحي؛ در هر كدام از ابعاد مذكور نيز گويه‌هاي شناسايي شده نيز اولويت‌بندي شدند.

This Paper aim is Identificating and Explaining the field of causal and interventional Conditions in the corporate brand development.Methodology: This research aims to be applied and developed. From the point of view of data collection, it is of mixed research design used in this study were intertwined together. With library studies and Delphi interviews with the elite group related to the subject of the causal and interventional Conditions of corporate brand development was identified, an‎d by arranging and providing a Researcher made questionnaire on a scale of 1 to 10 degrees to determine the importance of each of the Dimensions and items in the community of experts and university professors in the field of Corporate Brand ranked and prioritized each of them on the basis of analysis of variance Friedman, using statistical software «SPSS» were analyzed.Findings: The results showed that and in terms of the causal Conditions: 1) management and leadership, 2) organizational conditions, 3) human resources, & 4) physical conditions of the organization; and also of the interventional Conditions: 1) economic, 2) scientific production, 3) competitive advantage, 4) customer orientation, 5) cultural and social, 6) communication and advertising, 7) political, 8) Universal value, & 9) sports and recreation; In each of these dimensions, the identified items were also prioritized.Conclusion: In order to achieve competitive advantage, Islamic Azad University should use thementioned dimensions in the development of organizational brand.