پژوهش های مدیریت در ایران

مدل پیشایندی و پیامدی برای توسعه قابلیت‌های نوآورانه شرکتی با رویکرد اقیانوس آبی در شرکت‌های دارویی

نوع مقاله : مقاله پژوهشی

نویسندگان

جهاد سالم عباس 1
محمد باشکوه 2
قاسم زارعی 2
ناصر سیف الهی 2

1 دانشجوی دکترای مدیریت بازاریابی ، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.

2 استاد، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

10.48311/mri.2026.28104
چکیده
هدف این پژوهش، شناسایی و بررسی عناصر و مقوله های توسعه ظرفیت نوآوری با رویکرد اقیانوس آبی در صنعت داروسازی عراق است. این مطالعه در سطح کاربردی بوده و با رویکرد کیفی و روش تحلیل مضمون انجام گردید. داده‌ها از مصاحبه‌های نیمه‌ساختاریافته با 19 مدیر و متخصص بازاریابی و صنعت داروسازی جمع‌آوری و در سه مرحله کدگذاری (باز، محوری، انتخابی) تحلیل شدند. در مرحله کدگذاری باز، 77 کد اولیه شناسایی گردید که به 12 مقوله محوری شامل چالش‌های اقیانوس قرمز، نیاز به خروج از رقابت سنتی، مزایای استراتژی اقیانوس آبی، حذف عوامل غیرضروری، کاهش عوامل کم‌ارزش، ارتقای عوامل موجود، ایجاد عوامل جدید، افزایش ظرفیت نوآوری، ادغام فناوری‌های نوین، پایداری و تأثیرات بلندمدت، و آینده‌نگری دسته‌بندی شدند. این مقوله‌ها در نهایت به چهار مضمون کلان چالش‌ها، ابزارها، کاربردها و پیامدها سازمان‌دهی شدند. یافته‌ها نشان می‌دهند که چالش‌های رقابتی اقیانوس قرمز، مانند رقابت سنتی شدید و محدودیت‌های نوآوری، با استفاده از چارچوب چهارگانه مکانیزم حذف، کاهش، افزایش و خلق قابل کنترل ومدیریت هستند. استراتژی اقیانوس آبی با ایجاد بازارهای جدید و ادغام فناوری‌های نوین، ظرفیت نوآوری و پایداری اقتصادی را تقویت، نوآوری تحول‌آفرین را تسهیل و مزیت رقابتی بلندمدت ایجاد می‌کند.

کلیدواژه‌ها

قابلیت‌های نوآورانه
اقیانوس آبی
صنعت داوسازی

عنوان مقاله English

Providing a model for developing corporate innovative capabilities with a blue ocean approach in pharmaceutical companies

نویسندگان English

jihad Salim Abbas 1
mohammad bashokouh 2
Gassem Zarei 2
Naser Seyfollhi 2
1 PHD student of marketing management , faculty of social sciences , mohaghegh ardabili university , ardabil , iran .
2 professor of business management, university of Mohaghegh Ardabili. Ardabil.Iran.
چکیده English

This study aims to explore and analyze the components and categories of enhancing innovation capacity through the application of the blue ocean strategy in the Iraqi pharmaceutical industry. Conducted as an applied research project, it employs a qualitative approach using thematic analysis. Data were gathered through semi-structured interviews with 19 managers and experts in marketing and the pharmaceutical sector, analyzed across three coding phases: open, axial, and selective. During the open coding phase, 77 initial codes were identified and grouped into 12 axial categories: red ocean challenges, the necessity to move beyond traditional competition, advantages of the blue ocean strategy, elimination of unnecessary factors, reduction of low-value factors, enhancement of existing factors, creation of new factors, expansion of innovation capacity, integration of emerging technologies, sustainability and long-term impacts, and strategic foresight. These categories were subsequently consolidated into four overarching themes: challenges, tools, applications, and outcomes. The findings reveal that competitive challenges characteristic of red ocean environments, such as intense traditional rivalry and innovation limitations, can be effectively addressed through the four-pronged framework of elimination, reduction, enhancement, and creation. By fostering new markets and incorporating advanced technologies, the blue ocean strategy enhances innovation capacity and economic sustainability, promotes transformative innovation, and establishes a enduring competitive edge.

کلیدواژه‌ها English

Innovative capabilities
blue ocean
manufacturing industry
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پژوهش های مدیریت در ایران
دوره 29، شماره 4
زمستان 1404
صفحه 60-92

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