تبیین عوامل موفقیت استراتژی بازاریابی در بانک های تجاری ایران
محورهای موضوعی : مدیریت استراتژیک
احمد طاهری
1
(دانشگاه پیام نور)
محمد مهدی پرهیزگار
2
(دانشگاه پیام نور)
کلید واژه: مدیریت استراتژیک استراتژی بازاریابی عوامل موفقیت استراتژی روش دلفی ,
چکیده مقاله :
: هدف این مقاله یافتن عوامل و مولفه هایی است که بر اجرای موفق یک استراتژی بازاریابی تاثیر مثبت دارند. اهمیت این موضوع در این است که امروزه در اغلب کشورها و بویژه در کشورهای توسعه یافته هزینه های هنگفتی جهت تدوین استراتژی انجام می شود در حالیکه استراتژی های خوبی تدوین میشود اما بخش بزرگی از این استراتژی ها شکست خورده ، هزینه های تدوین و حتی اجرا به هدر می رود. از طرف دیگر بانک ها به عنوان بازار پولی هر کشور تاثیر مهمی بر اقتصاد و همچنین بر عوامل توسعه اجتماعی دارند . در این تحقیق، ابتدا با مروری بر سوابق موضوع به تعریف استراتژی بازاریابی، نقش استراتژی در تصمیمات مهم سازمان ها و همچنین جایگاه آن در رقابت های سازمانی امروز پرداخته شدهاست . سپس با مراجعه به خبرگان امور بانکی وبه کمک فن دلفی اقدام به استخراج مولفه ها و عوامل موثر در اجرای موفق استراتژی بازاریابی در بانک های تجاری گردید . این گام زمینه ساز تهیه پرسشنامه نهایی تحقیق جهت بررسی عوامل موفقیت یک استراتژی بازاریابی در بانک های تجاری میباشد . با دریافت نظرات خبرگان بدست امده از پرسشنامه ها و تحلیل انهابه کمک نرم افزار آموس ، مدل نهایی تحقیق بدست امد .
: Since the companies and organizations paid huge costs on making a strategy, it considered as an important subject in this field. However, proper strategies were offered, main part of the them were unsuccessful and the costs of compilation and implementation were wasted. Developing a strategy alone is not enough. effective implementation of a strategy is more important. Today many business sector enterprises have failed to implement right strategies. First we review definition of strategic management and marketing strategy. then , reviewed the role of strategy in vital decision on organizations . Purposive sampling was used to selected 22 senior bankers of Bushehr State commercial banks. It followed by determining an expert group and extracting the elements and effective factors to implementing the marketing strategy in commercial banks. structured questionnaire was applied to gathering data. Finally, we conclude a model that describe factors affecting on marketing strategy implementation successful . The purpose of this study is finding factors that have positive effects on successful implementation of marketing strategy . we recognized Delphi method is proper for this work. Delphi technic is a quantitative method to reach experts idea that lead our to recognize affecting factors they had positive effects on marketing strategy successful .This work important because a lot of money expensed to formulate strategies and mostly are failed. Our final conclusion that 13 factors affected a marketing strategy . actually these 13 factors selected by banking experts among many proposed factors.
منابع انگلیسی : 1- Alicja Gębczyńska , (2016),"Strategy implementation efficiency on the process level", Business Process Management Journal, Vol. 22 Iss 6 pp. 1079 – 1098
2- Andrews,R.&Boyne,G.&Law,J.&Walker,R.(2012)."Strategic Management and Public Service Performance".Mc Millan.newyork.
3- Beer,M.,Eisenstat,R.A.(2000).“TheSilentKillersofStrategyImplementationandLearning”,SloanManagementReview.
4- Bruton, G. D., Lohrke, F. T. and Lu, J. W. (2004), “The evolving definition of what comprises international strategic management research”, Journal of International Management, Vol. 10, pp. 413-429.
5- Chandler, A.D. Jr, Strategy and Structure, MIT Press, Cambridge, MA, 1962.
6- Child, J., “Organizational structure, environment, and performance: the role of choice,” Sociology, Vol. 6, January 1972, pp. 1-22.
7- Chimhanzi, J., and Morgan, R. E (2005), „Explanations from the marketing/human resources dyad for marketing strategy implementation effectiveness in service firms‟. Journal of Business Research, 58, 787-796.
8- Christensen, Clayton M. (2010). The innovator’s dilemma: When new technologies cause great firms to fail. Boston: Harvard Business School Press.
9- Govindarajan, V. (2009), Implementing Competitive Strategies at the Business Unit Level: Implications of Matching Managers to Strategies. Strategic Management Journal, 10, 251-269.
10- Goromonzi.o.w,(2016)." Organizational Culture, Strategy Implementation and Commercial Bank Performance in Zimbabwe",International Review of Management and Marketing,6(2), 307-316.
11- Hambrick, D.C., Cannella, A.A., “Strategy Implementation as Substance and Selling”, The Academy of Management Executive, Volume 3, No. 4, November 1989, pp. 278-285
12- Hambrick, D.C. and Snow, C.C., “A conceptual model of strategic decision making in organizations”, in Taylor R.L., O’Connell, M.J., Zawacki, R.A. and Warrick, D.D. (Eds), Proceedings of the Academy of Management, University of Colorado, Colorado Springs, CO, 1977, p. 109.
13- Harrison, E.F., The Managerial Decision-making Process, 4th ed., Houghton Mifflin, Boston, MA, 1995.
14- Helmer, O. , (1977). Problems in futures research: Delphi and causal cross-impact analysis. Futures, February, 17-31.
15- Heracleous, L. (2000), „The Role of Strategy Implementation in Organization Development‟. Organization Development Journal, 18, 75-86.
16- Hrebiniak, L.G (2006) , „Obstacles to Effective Strategy Implementation, Organizational Dynamics, 35, 12-31.
17- Hill,C.W.L.,Jones,G.R.(2012),“TheoryofStrategicManagementwithcases”,South-WesternCengageLearning,3rd edition,Canada.p7.
18- Huber, Adele J.(2011)" Effective Strategy Implementation: Conceptualizing Firms’ Strategy Implementation Capabilities and Assessing Their Impact on Firm Performance". Gabler Verlag | Springer Fachmedien Wiesbaden Gmb.p91
19- Ibrahim, M., Sulaiman, M., Kahtani, A., Abu-Jarad, I. (2012), The relationship between strategy implementation and performance of manufacturing firms in Indonesia: The role of formality structure as a moderator. World Applied Sciences Journal, 20(7), 955-964.
20- Jacobides,M.G.(2007),"The internetlimits of organizational structure and the unfulfilled role of hierarchy:lessons froma near-war:.organization science,18,3,455-477.
21- Kaplan, R. S., & Norton, D. P. (2010). Wdraz˙anie strategii dla osia˛gnie˛cia przewagi konkurencyjnej. Warszawa: WN PWN.
22- Kaplan, R.S., Norton, D.P. (2001), The Strategy-Focused Organization: How balanced Scorecard Companies Thrive in the New Business Environment. Boston, MA: Harvard Business School Press.
23- Machado,C.&Davim,j.p.(2016)."Theory and Application of Business and Management Principles". Springer.ISSN2365-0540.
24- Mbaka.r.m.,Mugambi.f.(2014)" Factors affecting successful strategy implementation in the Water Sector in Kenya". Journal of Business and Management.Volume 16, Issue 7. Ver. III, PP 61-68.
25- McGrath, R.G. (2013), The End of Competitive Advantage: How to Keep Your Strategy Moving as Fast as Your Business (Boston, MA: Harvard Business Review Press)
26- Miller, S. (1997), “Implementing strategic decisions: four key success factors”, Organization Studies, Vol. 18, No.4, pp. 577-602.
27- Mintzberg,henry.&,queen,jamesbrian(1996)."The strategyprocess:concepts,contexts,cases.PrenticeHall.ISBN978-0-
13-234030-4 28- Mumbua,n.j.,Mingaine,l.(2015)" FACTORS INFLUENCING IMPLEMENTATION OF STRATEGIC PLANS IN THE MUNICIPAL COUNCIL OF MACHAKOS, KENY".International Journal of Art & Humanity Science .Volume 2 Issue 3, PP. 11-21
29- Noble, C.H. (1999).The Eclectic Roots of Strategy Implementation Research. Journal of Business Research, 45,119 – 134.
30- Nutt, P.C. (1986). Tactics of Implementation‟. Academy of Management Journal. 29 231-261 31- Peng, W., and Littlelijohn, D. (2001), „Organizational Communication and Strategy Implementation – A primary inquiry‟.International Journal of Contemporary Hospitality, 13, 360-363.
32- Pugh,D.S,ed(1990)"organization theory:selected reading:. Harmonds worth:penguin.
33- Raczkowski,K.(2016)." Public Managemen: Theory and Practice".Wydawnictwo Naukowe PWN (Warsaw). ISBN 978-3-319-20312-6 (eBook).
34- Rothaermel,F.T.(2017)"Strategic Management:3rd edition.NEWYORK.Mc Graw-Hill.
35- Rumelt, R. (2011), Good Strategy, Bad Strategy: The Difference and Why It Matters (New York: Crown Business
36- Schordt,p.(2002)."TheRelationship between organizational identification and organizational culture:Empiloyee perceptions of culture and identification in a retail sales organization". Communication strategies.53:189-202
37- Slater, S.F. and Olson, E.M. (2001), “Marketing’s contribution to the implementation of business strategy: An empirical analysis”, Strategic Management Journal, Vol. 22 No. 11, pp. 1055–1067.
38- Wooldridge, B., and Floyd, S. W. (1990) „The Strategy Process, Middle Management Involvement and Organization Performance‟. Strategic Management Journal, 11, 231-241.
منبع فارسی 39- فروزنده دهکردی.دکتر لطف الله (1387)"مدیریت استراتژیک" انتشارات دانشگاه پیام نور.تهران.