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تبیین انگیزههای مشارکت ذینفعان جهت خلق ارزش در لجستیک بازاریابی بین الملل | ||
| نشریه علمی پژوهشی مدیریت کسب و کارهای بین المللی | ||
| مقاله 5، دوره 9، شماره 1، شهریور 1405، صفحه 109-134 اصل مقاله (989.17 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jiba.2026.73152.2447 | ||
| نویسندگان | ||
| رامین سامان آذری1؛ صمد عالی* 2؛ علیرضا بافنده زنده3؛ ناصر فقهی فرهمند3 | ||
| 1دانشجوی دکتری تخصصی ، مدیریت بازرگانی مدیریت بازاریابی ، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران | ||
| 2دانشیار گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران | ||
| 3دانشیار گروه مدیریت صنعتی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران | ||
| چکیده | ||
| سازمانهایی که فعالیتهای مشارکتی ذینفعان خود را میپذیرند، به دنبال بررسی انگیزههای آنان هستند. به دلیل جدید بودن موضوع مشارکت بازیگران، انگیزههای مشارکت ذینفعان در تحقیقات پیشین کمتر مورد توجه قرار گرفته و به طور علمی توسعه نیافته است. در چند وقت اخیر، ارزشآفرینی مشترک به عنوان نقطه قوت شرکتها برای دوام و رقابتپذیری آشکار شده است. سؤال اساسی پژوهش حاضر شناسایی و درک انگیزههای مشارکت ذینفعان کلیدی در خلق ارزش در لجستیک بازاریابی میباشد. این پژوهش با هدف تبیین مدل انگیزانندههای مؤثر بر مشارکت ذینفعان بر خلق ارزش در لجستیک بازاریابی انجام شده است. مقاله از نظر روششناسی مبتنی بر مرور قلمرویابی، از لحاظ هدف اکتشافی و بر اساس تحقیق کیفی است. در این راستا جستجوی مقالات انگلیسی در پایگاههای ساینس دایرکت، امرالد و اسپرینگر (۲۰۲۴-۲۰۰۰) و مقالات فارسی در سایتهای گنج، پایگاه تخصصی مقالات نور و جهاد دانشگاهی (۱۴۰۳-۱۳۸۰) انجام شده است. در نهایت 57 سند شناسایی شد. یافتهها نشان میدهد ذینفعان دارای انگیزههای مختلف و ناهمگنی هستند. بنابراین انگیزههای مؤثر بر مشارکت ذینفعان کلیدی در خلق ارزش در لجستیک بازاریابی در قالب عوامل رانشی و کششی دستهبندی شده و با تلفیق نتایج مطالعات مختلف حاصل از مرور قلمرویابی، انگیزههای مشارکت ذینفعان کلیدی در خلق ارزش در لجستیک بازاریابی تبیین شده است. | ||
| کلیدواژهها | ||
| انگیزه مشارکت ذینفعان؛ بازاریابی ذینفعان؛ تئوری ذینفعان؛ عوامل رانشی و کششی؛ مرور قلمرویابی | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 143 تعداد دریافت فایل اصل مقاله: 117 |
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