طراحی راهبرد اقیانوس آبی در حوزۀ فعالیت های مهندسان مشاور در طرح‌های ملی فعال در حوزۀ سدسازی کشور

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت بازاریابی/ استراتژی دانشگاه تهران، کیش، ایران

2 استادیار دانشکدة مدیریت دانشگاه تهران، تهران، ایران

چکیده

هدف راهبرد اقیانوس آبی، ایجاد کسب­وکار در عرصه­ای است که قبلاً وجود نداشته است.پژوهش حاضر با هدف طراحی راهبرد اقیانوس آبی به­عنوان راهکاری نوین انجام شده است. این پژوهش کاربردی است و با توجه به ماهیت موضوع و اهداف آن، در گروه پژوهش‌های توصیفی – پیمایشی قرار می­گیرد. برای تعیین چارچوب معیارها و پیشبرد مراحل تحقیق، از دیدگاه­های تعدادی از خبرگان شرکت سکو، به روش نمونه­گیری قضاوتی استفاده شده است. محقق در راستای انجام پژوهش، با استفاده از الگوی چهاراقدام، اعتلای وضعیت رقابتی شرکت مهندسان مشاور سکو را در دستور کار قرار داده است. براساس دیدگاه­های خبرگان، معیارهای مربوط به الگوی چهاراقدام که باید در حوزة فعالیت‌های مهندسان مشاور سکو به آنها توجه شود، عبارتند از: حذف خدماتی که با توجه به شرایط بازار کسب­وکار، فضایی برای فعالیت در آنها وجود ندارد و سودآور هم نیستند؛ افزایش بنیة مالی شرکت و کاهش برداشت سود پروژه‌ها از سوی مدیران، کاهش هزینه‌های شرکت و افزایش بهره‌وری.

کلیدواژه‌ها


عنوان مقاله [English]

Designing a Blue Ocean Strategy in the field of consulting engineers services, involved in national projects of dam construction

نویسندگان [English]

  • Sami Setayesh 1
  • Fereshteh Amin 2
1 MSc. in MBA/ Strategy, University of Tehran, Kish, Iran
2 Assistant Prof., Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

The blue Ocean Strategy aims to create business in the fields which didn’t exist before. This research has been developed with the aim of designing a blue ocean strategy as a modern solution. The current study is a functional one situated in the Descriptive Survey group, considering the nature of the subject and the goals. The judgment sampling is applied to determine the criteria frameworks and develop survey process according to the views of Sakoo experts. To perform survey process, the researcher tries to promote the competitive situation of Sakoo Consulting Engineers by applying ERRC model. According to Experts’ views, the related criteria of ERRC model that should be considered in the field of Sakoo Consulting Engineerrs are as follows: omitting the services for which there are no space according to business market conditions, promoting company financial status, decreasing the project profit withdrawal by project managers, decreasing company costs and increasing productivity.

کلیدواژه‌ها [English]

  • Blue Ocean Strategy
  • competition criteria determination
  • ERRC model
  • value innovation
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