تبيين الگوي همكاري رقابتي براي ورود به بازار در صنعت فناوري اطلاعات و ارتباطات

Explaining the Coopetition Model for Market Entry in the ICT Sector

ورود ﻣﻮﻓﻖ ﺑﻪ ﺑﺎزار، ﻣﺪﯾﺮﯾﺖ ﻫﺰﯾﻨـﻪ ﻫـﺎ و رﯾﺴـﮏ ﯾﮑـﯽ از ﻣﻬـﻢ ﺗـﺮﯾﻦ ﭼـﺎﻟﺶ ﻫـﺎﯾﯽ اﺳـﺖ ﮐـﻪ ﺳﺎزﻣﺎنﻫﺎ در ﺑﺎزارﻫﺎي ﻓﺮارﻗﺎﺑﺘﯽ و ﭘﻮﯾﺎي اﻣﺮوز ﺑﺎ آن روﺑﻪرو ﻫﺴـﺘﻨﺪ. ﺗﻐﯿﯿـﺮ ﻧﮕـﺮش ﻫـﺎ در ﺣﻮزه رﻗﺎﺑﺖ از ﯾﮑﺴﻮ و ﻫﺰﯾﻨـﻪ ﻫـﺎي ﺳـﻨﮕﯿﻦ ورود ﺑـﻪ ﺑـﺎزار از ﺳـﻮي دﯾﮕـﺮ، ﻣﻮﺟـﺐ ﻇﻬـﻮر ﻫﻤﮑﺎريﻫﺎي رﻗﺎﺑﺘﯽ در ورود ﺑﻪ ﺑﺎزار ﺷﺮﮐﺖ ﻫﺎ ﺷﺪه ﺣﺎل آﻧﮑﻪ ﻣﻄﺎﻟﻌﻪ ﺟﺎﻣﻌﯽ در اﯾﻦ زﻣﻨﯿـﻪ وﺟﻮد ﻧﺪارد. ﻫﺪف ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺗﺒﯿﯿﻦ اﻟﮕﻮي ﻫﻤﮑﺎري رﻗﺎﺑﺘﯽ ﺑﻪ ﻣﻨﻈﻮر ورود ﺑﻪ ﺑﺎزار اﺳﺖ و ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﯾﻨﮑﻪ ﺻﻨﻌﺖ ﻓﻨﺎوري اﻃﻼﻋﺎت و ارﺗﺒﺎﻃﺎت اﯾﺮان ﺗﺠﺮﺑـﻪ اﯾـﻦ ﻧـﻮع ﻫﻤﮑـﺎري ﻫـﺎ را داراﺳﺖ، ﺑﻪ ﻋﻨﻮان ﺟﺎﻣﻌﻪ ﭘـﮋوﻫﺶ اﻧﺘﺨـﺎب ﺷـﺪه اﺳـﺖ. ﺑـﻪ اﯾـﻦ ﻣﻨﻈـﻮر اﺑﺘـﺪا ﺑـﺎ اﺳـﺘﻔﺎده از اﺳﺘﺮاﺗﮋي ﻧﻈﺮﯾﻪ داده ﺑﻨﯿﺎد ﭼﻨﺪﮔﺎﻧﻪ ﺑﻪ ﺗﺤﻠﯿﻞ دادهﻫﺎي ﺣﺎﺻﻞ از ﻣـﺮور ﻧﻈـﺎم ﻣﻨـﺪ ﭘﯿﺸـﯿﻨﻪ در ﺑﺎزه زﻣﺎﻧﯽ 15 ﺳﺎل اﺧﯿﺮ ﭘﺮداﺧﺘﻪ، ﺳﭙﺲ ﺗﺎ رﺳﯿﺪن ﺑـﻪ اﺷـﺒﺎع ﻧﻈـﺮي ﺑـﺎ 16 ﻧﻔـﺮ از ﺧﺒﺮﮔـﺎن ﻣﺼﺎﺣﺒﻪ ﺻﻮرت ﮔﺮﻓﺘﻪ اﺳﺖ و ﭘﺲ از ﺑﺮﮔﺰاري ﮔﺮوه ﮐﺎﻧﻮن، اﻟﮕـﻮي ﻫﻤﮑـﺎري رﻗـﺎﺑﺘﯽ ﺑـﺮاي ورود ﺑﻪ ﺑﺎزار ﺑﺎ ﺳﻪ ﺳﺎزه اﺻﻠﯽ ﺷﺎﻣﻞ »ﻣﺤﺮكﻫﺎي ﻫﻤﮑﺎري رﻗﺎﺑﺘﯽ«، »ﺷﮑﻞدﻫﯽ و ﻣﺪﯾﺮﯾﺖ« و »ﻋﻤﻠﮑﺮد ﻫﻤﮑﺎري رﻗﺎﺑﺘﯽ«، 14 ﺳﺎزه ﻓﺮﻋﯽ ، 51 ﻣﻔﻬﻮم ﮐﻪ 22 ﻣﻮرد ﻣﺮﺗﺒﻂ ﺑـﺎ ﻣﺤـﺮك ﻫـﺎي ﻫﻤﮑﺎري رﻗﺎﺑﺘﯽ، 17 ﻣﻮرد ﻣـﺮﺗﺒﻂ ﺑـﺎ ﺷـﮑﻞ دﻫـﯽ و ﻣـﺪﯾﺮﯾﺖ و 12 ﻣـﻮرد ﻣـﺮﺗﺒﻂ ﺑـﺎ ﻋﻤ ﻠﮑـﺮد ﻫﻤﮑﺎري رﻗﺎﺑﺘﯽ ﺑﻮدﻧﺪ؛ ﻣﻔﻬﻮمﭘﺮدازي ﺷﺪ.

Successful market entry, cost, and risk management are some of the most important challenges, facing organizations in today's highly competitive and dynamic markets. Changing attitudes toward competition on one hand and the high cost of the entrance, on the other hand, led to the formation of new concepts such as coopetition. Despite the importance, there is no comprehensive research on this issue. So the purpose of this research is to explain the coopetition model for market entry and by considering Iran's Information and Communication Technology (ICT) industry coopetition projects, it has been selected as the statistical population for this research. data gathered through two phases including systematic literature review over the past 15 years and interviews with 16 ICT experts, then data analyzed through Multi Grounded Theory (MGT). Finally and after a focus group composing of ICT experts, a conceptual model is developed about market entry through coopetition, which composed of three constructs: "coopetition antecedents", " shaping and managing coopetition", and "coopetition performance", 51 variables, 22 relates to coopetition antecedents, 17 relates to shaping and managing and 12 relates to coopetition performance.