بررسی‌های بازرگانی

بررسی‌های بازرگانی

ارائه الگویی جهت بازاریابی خدمات تجاری دانش‌محور

نوع مقاله : مقاله پژوهشی

نویسندگان
1 استاد تمام گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران
2 استادتمام گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران
3 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران
4 دانشجوی دکتری تخصصی مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران
چکیده
امروزه دانش پایه بسیاری از خدمات مصرفی و تجاری میباشد؛ امری که منجر به شکلگیری اقتصاد دانشی شده است. خدمات تجاری دانشمحور سهم قابلتوجهی از این اقتصاد جهانی را به خود اختصاص دادهاند. ماهیت خدماتی و دانشی این حوزه، آن را نیازمند الگویی خاص از بازاریابی میکند. با توجه به عدم ارائه این الگو در مطالعات گذشته، این مقاله پژوهشی به کمک روش فراترکیب و با استفاده از روش تحلیل مضمون، پس از غربال پژوهشهای گذشته و مرور 20 مطالعه نهایی گذشته و استخراج 48 کد، الگوی بازاریابی خدمات تجاری دانشمحور را مبنی بر شش مضمون اصلی ابتکار عملها، عوامل بیرونی، ارزش پیشنهادی، ارزش ادراکشده توسط مخاطب، خلق ارزش مشتری و خلق ارزش شرکت ارائه داده است.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

A Marketing Pattern for Knowledge Intensive Business Services

نویسندگان English

Vahid Nasehifar 1
Zohreh Dehdashti Shahrokh 2
Mahmoud Mohammadian 3
Mohammad Reza Karimi Alvijeh 3
Hamed Ahmadi 4
1 Department of Business Administration, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran
2 Department of Business Administration, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran
3 Department of Business Administration, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran
4 PhD candidate in Marketing Management, Department of Business Management, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran
چکیده English

Knowledge is the basis of many consuming and business services, which has led to the formation of a knowledge economy. Knowledge intensive business services have taken a significant share of this global economy. The service-oriented and knowledge-based nature of this field requires a specific marketing model. Given the lack of this model in previous studies, this research article, using the meta-synthesis approach and the qualitative content analysis, after screening past research and reviewing 20 finals studies, and extracting 48 codes, proposes a marketing model for knowledge intensive business services based on six main themes: initiatives, external factors, value proposition, perceived value, customer value creation, and firm value creation.
Data Availability
The data used or generated in this research are presented in the text of the article.
Conflicts of interest
The authors of this paper declared no conflict of interest regarding the authorship or publication of this article.
 

کلیدواژه‌ها English

Knowledge Intensive / Business Services / Marketing
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دوره 23، شماره 132 - شماره پیاپی 132
مرداد و شهریور 1404
صفحه 41-64

  • تاریخ دریافت 17 خرداد 1404
  • تاریخ بازنگری 05 شهریور 1404
  • تاریخ پذیرش 07 مهر 1404