بررسی‌های بازرگانی

بررسی‌های بازرگانی

دستیابی به چابکی استراتژیک در فروشگاه‌های آنلاین کوچک: بررسی تاثیر فشار ذینفعان از طریق قابلیت‌های رابطه‌ای و نقش تعدیل‌گر سواد دیجیتال مدیر

نوع مقاله : مقاله پژوهشی

نویسنده
استادیار گروه مدیریت دانشکده مدیریت و اقتصاد دانشگاه گیلان،رشت- ایران
چکیده
محیط پرآشوب کسبوکارهای آنلاین، چابکی استراتژیک را به یک ضرورت حیاتی برای بقا و موفقیت تبدیل کرده است. این پژوهش با هدف تبیین فرایند شکلگیری این قابلیت در کسبوکارهای آنلاین کوچک، به بررسی این موضوع میپردازد که چگونه فشار ذینفعان (بهعنوان یک محرک خارجی) از طریق قابلیتهای رابطهای درونی و بیرونی و با نقش تعدیلگر سواد دیجیتال مدیر، به چابکی استراتژیک منجر میشود. این مطالعه با رویکردی کمی و با استفاده از دادههای پیمایشی گردآوریشده از ۲۳۵ کسبوکار آنلاین کوچک در ایران، یک مدل میانجیگری تعدیلشده را از طریق مدلسازی معادلات ساختاری (PLS-SEM) آزمون میکند. نتایج نشان میدهد که فشار ذینفعان تأثیر مستقیم و معناداری بر چابکی استراتژیک ندارد. در عوض، این رابطه بهطور کامل توسط دو متغیر انسجام تیم داخلی و کیفیت روابط با شرکای خارجی میانجیگری میشود. این یافته، یک «مسیر دوگانه رابطهای» را بهعنوان مکانیسم اصلی تبدیل فشار محیطی به قابلیت استراتژیک معرفی میکند. علاوه بر این، یافتهها تأیید میکنند که سواد دیجیتال مدیر بهعنوان یک قابلیت شناختی کلیدی، رابطه بین فشار ذینفعان و این قابلیتهای رابطهای را بهطور مثبت و معناداری تقویت میکند. این پژوهش با یکپارچهسازی تئوریهای ذینفعان، قابلیتهای پویا و خُرد-بنیانها، درک سنتی از پاسخ مستقیم سازمان به محیط را به چالش کشیده و اهمیت حیاتی سرمایهگذاری همزمان بر تیم، شرکا و قابلیتهای دیجیتال مدیران را برای دستیابی به چابکی در اقتصاد دیجیتال برجسته میسازد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Achieving Strategic Agility in Small Online Retailers: The Impact of Stakeholder Pressure via Relational Capabilities and the Moderating Role of Managerial Digital Literacy

نویسنده English

Milad Hooshmand Chaijani
Assistant Professor, University of Guilan, Rasht, Iran
چکیده English

The turbulent environment of online businesses has made strategic agility a critical imperative for survival and success. To explain the formation process of this capability in small online businesses, this study examines how stakeholder pressure (as an external driver) leads to strategic agility through internal and external relational capabilities, with the moderating role of managerial digital literacy. Using a quantitative approach and survey data collected from 235 small online businesses in Iran, this study employs a moderated mediation model using partial least squares structural equation modeling (PLS-SEM). The findings reveal that stakeholder pressure has no direct, significant impact on strategic agility. Instead, the relationship is fully mediated by two variables: internal team cohesion and external partnership quality. This finding introduces a "dual relational pathway" as the primary mechanism for transforming environmental pressure into a strategic capability. Furthermore, the findings confirm that managerial digital literacy, as a key cognitive capability, positively strengthens the relationship between stakeholder pressure and these relational capabilities. By integrating stakeholder, dynamic capabilities, and micro-foundations theories, this research challenges the traditional understanding of a direct organizational response to the environment and highlights the critical importance of simultaneous investment in teams, partners, and managers' digital capabilities to achieve agility in the digital economy.

کلیدواژه‌ها English

Strategic Agility/ Stakeholder Pressure/ Internal Team Cohesion/ External Partnership Quality/ Managerial Digital Literacy/ Online Businesses
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دوره 23، شماره 132 - شماره پیاپی 132
مرداد و شهریور 1404
صفحه 21-40

  • تاریخ دریافت 01 شهریور 1404
  • تاریخ بازنگری 02 آبان 1404
  • تاریخ پذیرش 11 آبان 1404