واکاوی رفتار بازاریابی کارآفرینانه با رویکرد تصمیم‌گیری ابتکاری (مورد مطالعه: کارآفرینان نوپای صنایع نانو و بایو فناوری استان تهران)
محورهای موضوعی :
پوریا نوری
1
(دانشگاه تهران)
عبدالله احمدی کافشانی
2
(کارآفرینی)
کلید واژه: تصمیم‌گیری ابتکاری, رفتار بازاریابی کارآفرینانه, نظریه داده بنیاد, کارآفرینان نوپا, شتاب در تصمیم.,
چکیده مقاله :
تصمیم‌گیری از مهم‌ترین کارکردهای کارآفرینان برای شناسایی فرصتها و برپایی کسب‌وکار است. کارآفرینان در بسیاری از تصمیمات خود به صورت آگاهانه یا ناخودآگاه از راههای ابتکاری تصمیم‌گیری استفاده می‌کنند که اگرچه پیامدهای مثبتی برای آنها در بر دارد، در پاره ای مواقع تصمیماتشان را در برابر سوگیری های تصمیم گیری آسیب پذیر می سازد. همچنین، یکی از مهم‌ترین ویژگی‌های کارآفرینان به‌ویژه در کسب‌وکارهای کوچک و متوسط رفتار بازاریابی کارآفرینانه است. پژوهش حاضر با هدف واکاوی رفتار بازاریابی کارآفرینان نوپا با رویکرد تصمیم‌گیری ابتکاری انجام شد. بر اساس یافته‌های این پژوهش که داده‌هایش از راه مصاحبه های نیمه ساختار یافته با 15 کارآفرین نوپای صنایع نانو و بایو فناوری مستقر در استان تهران گردآوری و با نظریه داده بنیاد سیستماتیک تجزیه‌وتحلیل شدند، شتاب در تصمیم به عنوان مقوله محوری پژوهش شناسایی شد. همچنین، راههای ابتکاری تصمیم‌گیری پیامدهای مثبتی مانند افزایش سود و سهم بازار و بهبود کیفیت تصمیم و پیامدهای منفی مانند کاهش سود، سوگیری در تصمیم‌گیری و از دست دادن سهم بازار در رفتار بازاریابی کارآفرینانه دارند. از طرفی، عوامل مختلفی مانند تجربه، مسائل محیطی، اهداف فردی، موارد مربوط به بنگاه کسب‌وکار، زمان موجود برای تصمیم‌گیری، سبک‌های تصمیم‌گیری و ماهیت مسئله تصمیم از مهم‌ترین عوامل اثرگذار بر شکل‌گیری راه های ابتکاری در رفتار بازاریابی کارآفرینانه می‌باشند.
Decision making is one of the most important entrepreneurial tasks to identify opportunities so as to create enterprises. Entrepreneurs, intentionally or un-knowingly use heuristics in their decisions, which, though useful in some situations, could lead to decision making biases. Also, entrepreneurial marketing behavior is one of the most important entrepreneurial characteristics in small and medium businesses. This paper’s main goal is to explore nascent entrepreneurs’ marketing behavior with a heuristic approach. This paper’s data were gathered by conducting semi-structured interviews with 15 Iranian high-tech entrepreneurs located in Tehran and analyzed by grounded theory. Decision hastiness was identified as the core category. Furthermore, increase in profit, increase in market share, improvement in decision quality as well as losing market share and decision making biases are the main consequences of heuristic decision making in entrepreneurial marketing behavior. Also, experience, environmental factors, personal goals, business-related factors, needed time to make decisions, decision styles and decision topic are the most influential factors in heuristic decision making in marketing behavior.
زالــی، محمدرضــا؛ ر ضــوي، ســید مصــطفی؛ ید الهی فارســی، جهــانگیر و کردنــائیج، اســداله (۱۳۹۱ ،(شــبکه اجتمــاعی کارآفرینــان و شــاخصهــاي دیــده بــان جهــانی کارآفرینی(GEM ،(چاپ اول، تهران: انتشارات مؤسسه کار و تأمین اجتماعی.
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