الگوی تبیینی ارتباط هویت سازمان و هویت برند بر کارآمدی استراتژی سازمان در صنعت بیولوژیک

نوع مقاله : مقاله کامل

نویسندگان

گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

چکیده

این پژوهش با روش پارادایم تفسیرگرایی بدنبال بررسی عوامل شناختی کارآمدی استراتژی سازمان با بررسی ابعاد هویت سازمان و برند در صنعت بیولوژیک می‌باشد. ابعاد در سطح درون سازمان و محیط سازمان مورد بررسی قرار گرفت با توجه به رویکرد هرمنوتیکی در پدیدارشناسی مساله با 17 کنشگر داخل و خارج سازمان مصاحبه عمیق گردید. نشانه‌های روایی در واحدهای معنایی که برگرفته از ادبیات تحقیق و مصاحبه بوده بر اساس روش تحلیل محتوی استفهامی و با نرم‌افزار Atlas ti مورد تحلیل قرار گرفت و کدها، مقوله‌بندی، تم و در نهایت الگوی کارآمدی استراتژی ارائه گردید که این الگو شامل عوامل هویت سازمان و عوامل هویت برند، هویت صنعت و هویت گروه استراتژیک به عنوان ارکان و منابع استراتژیک و همچنین نحوه ارتباط آن می‌باشد. 

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Explanatory pattern of the relationship between organizational identity and brand identity in the effectiveness of organizational strategy in the biological industry

نویسندگان [English]

  • hojatolah kalvandi
  • Ahmad Rahchamani
  • JAVAD ABBASI
Department of Marketing Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
چکیده [English]

This research by using the hermeneutic paradigm method seeks to investigate the cognitive factors of organizational strategy efficiency by exploring the dimensions of organizational and brand identity in the biological industry. Dimensions were surveyed at the level within the organization and the organization's environment. Pursuant to the hermeneutic approach in the phenomenology of the issue, 17 in-depth interviews have been conducted among activists inside and outside of the organization. Semantic units adapted from research literature and interviews, were analyzed based on the interrogative content analysis method and Atlas.TI software.  Finally, the strategy efficiency pattern was identified, which includes the factors of organizational identity, brand identity factors, industry identity and strategic group identity which These factors and the relationships between them are important as sources of strategic efficiency in the organization

کلیدواژه‌ها [English]

  • hermeneutic paradigm
  • organization identity
  • brand identity
  • industry identity
  • strategic group identity
  • Strategy efficiency
  • biological industry
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