بررسی تاثیر تفکر استراتژیک بر نوآوری و معرفی موفقیت آمیز محصولات جدید (مورد مطالعه: شرکت بیمه البرز)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیارگروه مدیریت ، واحد بوشهر ، دانشگاه آزاد اسلامی ، بوشهر ، ایران

2 کارشناس ارشد مدیریت کسب و کار ، واحد بوشهر ، دانشگاه آزاد اسلامی ، بوشهر ، ایران(نویسنده مسئول)

چکیده

مدیریت استراتژیک با تاکید بر تفکر استراتژیک به الزامی انکارناپذیر در دنیای کسب و کار امروز تبدیل شده است. رویکردهای کلاسیک به برنامه ریزی استراتژیک به دلیل بی توجهی به جوهره اصلی آن یعنی تفکر استراتژیک، در دام کلیشه اندیشی افتاده و مورد انتقاد بسیاری از اندیشمندان سازمانی قرار گرفته اند. از طرفی بی نظمی ذاتی تفکر استراتژیک، موجب سردرگمی مدیران استراتژیست و تردید در تکرار پذیری تصمیمات استراتژیک سازمانی می گردد. در این پژوهش قصد بر این است که به بررسی تاثیر تفکر استراتژیک بر نوآوری و معرفی موفقیت آمیز محصولات جدید شرکت بیمه البرز پرداخته شود. برای سنجش متغیرهای تحقیق از پرسشنامه های استاندارد استفاده گردید. پرسشنامه بین 126 نفر نمونه از جامعه آماری که مدیران و نمایندگان فروش شرکت بیمه البرز در استان بوشهر می‌باشد، توزیع شد. روش تحقیق توصیفی از نوع همبستگی بود. جهت پاسخ به سؤالات و بررسی فرضیات تحقیق با نرم‌افزار Smart-PLS از روش بررسی معادلات ساختاری و تحلیل مسیر به روش حداقل مربعات جزئی (PLS) استفاده گردید. نتایج پژوهش نشان داد که که تفکر استراتژیک و ابعاد آن (چشم انداز سیستمی، تمرکز بر قصد، فرصت طلبی هوشمند، تفکر در زمان و تفکر فرضیه محور) بر نوآوری و معرفی موفقیت آمیز محصولات و خدمات شرکت بیمه البرز تاثیر معنی داری دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the Impact of Organizational Strategy on Life Insurance Demand (Case Study: Bushehr Insurance Companies)

نویسندگان [English]

  • Esmaeil Kamalirad 1
  • Seyedeh Rahil Hashemi 2
1 Assistant Professor of Management, Bushehr Branch, Islamic Azad University, Bushehr, Iran
2 Master of Business Management, Bushehr Branch, Islamic Azad University, Bushehr, Iran (Corresponding Author)
چکیده [English]

Strategic management with its emphasis on strategic thinking has become an undeniable requirement in today's business world. Classical approaches to strategic planning have fallen into the trap of stereotyping and have been criticized by many organizational thinkers for neglecting its core essence, strategic thinking. On the other hand, the inherent disorder of strategic thinking causes confusion among strategic managers and doubts about the reproducibility of organizational strategic decisions. In this research, the intention is to investigate the effect of strategic thinking on innovation and the successful introduction of new products by Alborz Insurance Company. Standard questionnaires were used to measure research variables. The questionnaire was distributed among 126 sample people from the statistical population who are the managers and sales representatives of Alborz Insurance Company in Bushehr province. The research method was descriptive-correlational. To answer the questions and test the research hypotheses with Smart-PLS software, the method of studying structural equations and path analysis using the partial least squares (PLS) method was used. The results showed that strategic thinking and its dimensions (systemic perspective, focus on intention, smart opportunism, time thinking, and hypothesis-based thinking) have a significant impact on innovation and the successful introduction of products and services of Alborz Insurance Company.

کلیدواژه‌ها [English]

  • Strategic Thinking
  • product and service innovation
  • introduction of new products and services
  • Alborz Insurance Company
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