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شناسایی چارچوب انتخاب شریک اتحادهای ترفیع از طریق روش مرور نظاممند ادبیات | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 4، دوره 9، شماره 2 - شماره پیاپی 30، تیر 1401، صفحه 138-115 اصل مقاله (1.54 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2021.36086.2152 | ||
| نویسندگان | ||
| مریم پرچمی سرقین1؛ محمدرحیم اسفیدانی* 2؛ محمدهادی صادق3؛ مسعود کیماسی2؛ شهریار عزیزی4 | ||
| 1دکترای مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران، | ||
| 2استادیار مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران، | ||
| 3عضو هیات علمی دانشکده مدیریت، علم و فن آوری - دانشگاه صنعتی امیرکبیر | ||
| 4گروه مدیریت بازرگانی - دانشکده مدیریت و حسابداری - دانشگاه شهید بهشتی - تهران - ایران | ||
| چکیده | ||
| علیرغم اینکه شرکتها با هدف نیل به توسعه بازار و خلق مزیت رقابتی روزبهروز بیشتر از استراتژی اتحاد ترفیع استفاده میکنند اما جای چارچوبی که گویای عواملی که انتخاب شریک باید بر اساس آنها صورت پذیرد، خالی است. در نتیجه این پژوهش در نظر دارد تا چارچوب انتخاب شریک اتحاد ترفیع را که گویای عواملی است که باید در انتخاب شریک مطمح نظر قرار گیرند را با استفاده از روش پژوهشی مرور نظاممند ادبیات و ابزار تحلیلی تحلیل مضمون (با استفاده از ابزار کدگذاری باز) استخراج نماید. در نهایت مشخص شد که انتخاب شریک اتحاد ترفیع باید به ترتیب طی 2 مرحله ارزیابی برند محور و ارزیابی ساختاری شراکت انجام پذیرد. همچنین عوامل ذیل هرکدام از این 2 مرحله نیز شناسایی شدند. البته خاطر نشان میسازد که جنس کسب و کار شرکا، هدف شریک و برند کانونی از انعقاد اتحاد ترفیع و همچنین حوزهای که قرار است در آن اتحاد ترفیع منعقد شود در حاکم بودن یا نبودن تمامی عوامل شناسایی شده و کم و کیف چارچوب شناسایی شده موثر هستند. | ||
| کلیدواژه‌ها | ||
| اتحاد برند؛ اتحاد ترفیع؛ روش مرور نظاممند ادبیات؛ چارچوب انتخاب شریک | ||
| عنوان مقاله [English] | ||
| Recognizing the Framework of Partner Selection in Promotional Alliances through Systematic Literature Review | ||
| نویسندگان [English] | ||
| maryam parchami sarghein1؛ Mohammad Rahim Eafidani2؛ mohammad hadi sadegh3؛ Masoud Keimasi2؛ shahriyar azizi4 | ||
| 1PhD of Marketing, Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran, | ||
| 2Marketing Management, Assistant Professor, Faculty of Management, University of Tehran, Tehran, Iran | ||
| 3Business Management, Department of Management, Science & Technology, Amirkabir University of Technology | ||
| 4Shahid Beheshti University | ||
| چکیده [English] | ||
| In spite of the mass usage of Promotional Alliance strategy by companies, lack of a framework which containes the factors considering the partner selection is considerable. Therefore, the aim of the present research is to extract the expressed framework and its belonging factors. To achieve this, a systematic literature review (thematic analysis and open coding method have been used in the case of analysis as well) executed. In result, it has been determined that the framework of partner selection has 2 phases which are potential partner’s brand assessment and collaboration structural assessment respectively. Furthermore, the belonging factors have been determined as well for both phases separately. Meanwhile, 3 factors which are the nature of the partners’ business, the objective of both sides for establishing such alliance and the activity area of collaboration affect the aspects of the proposed framework and the existence of the belonging factors. | ||
| کلیدواژه‌ها [English] | ||
| Co Branding, Promotional Alliance, Systematic Literature Review, Partner Selection Framework | ||
| مراجع | ||
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صادق، محمدهادی (1398)، رساله دکتری با عنوان ارائه الگوی شکلگیری حاکمیت شرکتی برای اتحادهای راهبردی بینالمللی، شاه حسینی، محمدعلی، دانشکده مدیریت، دانشگاه تهران.
صادق، محمدهادی؛ شاه حسینی، محمدعلی؛ علی، حیدری؛ ( B1399). شناسایی عوامل اثرگذار بر شکلگیری حاکمیت شرکتی در اتحادهای استراتژیک از نوع سرمایه گذاری مشترک بینالمللی. نشریه مدیریت بازرگانی؛ 12(1)، 64-93.
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