نقش کارگزاران دانش در توسعه مدل بازاریابی دانش فنی شرکت‌های دانش‌بنیان

نویسندگان

1 استادیار، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس

2 کارشناسی ارشد، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

چکیده

 بازاریابی خدمات و محصولات دانش فنی در شرکت‎های دانش‌بنیان به‌صورت یک چالش برای این شرکت‌ها ظهور کرده است. کارگزاران دانش، نقش کلیدی را در ارائه خدمات تخصصی موردنیاز شرکت‌های دانش‌بنیان و در راستای بازاریابی محصولات و خدمات دانش فنی آن‌ها ایفا می‌کنند. هدف پژوهش حاضر، تبیین نقش کارگزاران دانش در توسعه مدل بازاریابی دانش فنی شرکت‌های دانش‌بنیان است. برای دستیابی به مدل پژوهش از روش ترکیب موضوعی مرور نظام‌مند ادبیات استفاده شده است. برای گردآوری داده‌ها، از اسناد، مقالات، متون و گزارشات در چارچوب تعیین شده و به روش نمونه‌گیری هدفمند استفاده شده است. داده‌های حاصل از مرور ادبیات طی سه مرحله (باز، محوری و انتخابی) کدگذاری شده و از میان داده‌ها 7 مفهوم و 2 مقوله به­ دست آمده است. ازجمله یافته‌های این پژوهش، کارکرد سه مرحله‌ای کارگزار دانش (دسترسی، به‌کارگیری و تحویل دانش) و ایفای نقش آن بین جوامع چهارگانه تقاضاکنندگان، ارائه‌دهندگان، نوآوران و چارچوب‌گذاران دانش در راستای بازاریابی دانش فنی شرکت‌های دانش‌بنیان است؛ سپس با توجه به تحلیل‌ها و بررسی مبانی نظری طی فرآیند تبدیل داده‌ها به نظریه، مدل توسعه یافته و درنهایت مدل بازاریابی دانش فنی شرکت‌های دانش‌بنیان با تأکید بر نقش کارگزاران دانش ارائه گردید.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of Knowledge Brokers in Developing of technical knowledge marketing model for Knowledge-Intensive Business Service

نویسندگان [English]

  • Fereshteh Mansouri Moayyed 1
  • Rahil kordheydari 2
  • ali ghasemian sahei 2
چکیده [English]

The marketing of the technical knowledge services and products in knowledge Intensive Business Service (KIBS) has emerged a challenge to these companies. Knowledge brokers play a key role in providing the specialized services needed by KIBSs to their technical knowledge services and products marketing. The purpose of the present research is to develop a technical knowledge in knowledge Intensive Business Service marketing model with emphasis on the role of Knowledge Brokers. In order to achieve the research model, the method of Thematic Synthesis of systematic literature review has been used. In data collecting, documents, articles, texts and reports in the framework of the research method and through targeted sampling are collected. One of the findings of this research is the three-step function of the Knowledge Broker (access, manipulation and delivery of knowledge) and its role in the quadruple communities of applicants, providers, innovators and knowledge framers in technical knowledge in KIBSs marketing. Finally, the knowledge marketing model of KIBSs with emphasis on the role of Knowledge Brokers was presented.

کلیدواژه‌ها [English]

  • Knowledge Intensive Business Service
  • Knowledge Brokers
  • Technical knowle
  • Knowledge marketing

مراجع

  1. [1] Abolfathi, J., Rasouli, R., Zamaheni, M., & Estiri, M. Identifying Dimensions of Human Resources Model based on an Approach to High Performance Work Systems (Studied case: Knowledgebased Companies). IQBQ. 2019; 23(1): 49-74 [In Persian]. [2] Alinejad, A. H., & Azar, A. Designing a Model of Neural-Adaptive Fuzzy Inference System (ANFIS) to Evaluate and Predict Organizational Knowledge Management Level with Innovation Focus. 2020; 5(1): 171-189 [In Persian]. [3] Fisher, C. Knowledge brokering and intermediary concepts. In Analysis of an e-discussion on the Knowledge Brokers’ Forum. 2010. [4] Tuominen, T., & Toivonen, M. Studying innovation and change activities in KIBS through the lens of innovative behavior. International Journal of Innovation Management. 2011; 15(2): 393-422. [5] Drucker, P. The effective manager. Organization. 1966; 1, 2. [6] Miles I, Kastrinos N, Flanagan K, Bilderbeek R, Den Hertog P, Huntink W, Bouman M. Knowledge-intensive business services. EIMS publication. 1995; 15: 25-90. [7] Hargadon, A., & Sutton, R. I. Building an innovation factory. Harvard business review. 2000; 78(3): 157-66. [8] Nazarpoori A H, Shahsiah N. Studying Unlearning Moderation Role on Relationship between New Knowledge Compatibility and Knowledge Transfer in Knowledge Based Companies. IQBQ. 2019; 22(4): 22-46 [In Persian]. [9] Landry, S. H., Smith, K. E., Swank, P. R., Zucker, T., Crawford, A. D., & Solari, E. F. The effects of a responsive parenting intervention on parent–child interactions during shared book reading. Developmental Psychology. 2012; 48(4): 969. [10] Smedlund, A. The roles of intermediaries in a regional knowledge system. Journal of Intellectual Capital. 2006; 7(2): 204-220. [11] Amara, N., Landry, R., & Doloreux, D. Patterns of innovation in knowledge-intensive business services. The Service Industries Journal. 2009; 29(4): 407-430. [12] Bolisani, E., & Scarso, E. Marketing audit for Knowledge Intensive Business Services. Electronic Journal of Knowledge Management. 2014; 12(1): 3-13. [13] Rastegar, A. A., & Hakaki, A. The Impact of Knowledge Management Infrastructure Capabilities on Business Intelligence with Mediatory role of Open Innovation in Manufacturing SMEs. Journal of New Research in Decision Making. 2020; 5(1): 119-139 [In Persian]. [14] Glegg, S. & Hoens, A. Role Domains of knowledge brokering: A model for the health care setting. Journal of Neurologic Physical Therapy. 2016; 40: 115-123. [15] Pandey, S., & Srivastava, S. Knowledge brokers in service design: lessons from organizational studies. In Service Design Geographies. Proceedings of the ServDes. 2016 Conference. Linköping University Electronic Press.‌ 2016 May; 125: 317-326 [16] Hargadon, A. and Sutton, R.I. ‘Technology brokering and innovation in a product development firm’, Administrative Science Quarterly. 1997; 42: 716–749. [17] Myers, G. Knowledge Brokers: A Solution for Social Benefit. Knowledge Mobilization (KMb): Multiple Contributions & Multi-Production of New Knowledge. 2013; 40(3): 1-13. [18] Kuula, S., Haapasalo, H., & Tolonen, A. Cost-efficient co-creation of knowledge intensive business services. Service Business. 2018; 12(4): 779-808. [19] Miles, I., Belousova, V., & Chichkanov, N. Innovation Configurations in Knowledge-Intensive Business Services. Орсайт. 2017; 11(3). [20] Liu Y, Lattemann C, Xing Y, Dorawa D. The emergence of collaborative partnerships between knowledge-intensive business service (KIBS) and product companies: The case of Bremen, Germany. Regional Studies. 2019; 53(3): 376-87. [21] Ward VL, House AO, Hamer, S. Knowledge brokering: exploring the process of transferring knowledge into action. BMC health services research. 2009; 9(1): 12. [22] Paré, G., Trudel, M. C., Jaana, M., & Kitsiou, S. Synthesizing information systems knowledge: A typology of literature reviews. Information & Management. 2015; 52(2): 183-199. [23] Xiao, Y., & Watson, M. Guidance on conducting a systematic literature review. Journal of Planning Education and Research. 2017; 0739456X17723971.‌ [24] Thomas, J., & Harden, A. Methods for the thematic synthesis of qualitative research in systematic reviews. BMC medical research methodology. 2008; 8(1): 45. [25] Saini, M., & Shlonsky, A. Systematic synthesis of qualitative research. OUP USA. 2012. [26] Cohen, J. A. Coefficient of agreement for nominal scales. Educational and Psychological Measurement. 1960; 37–46. [27] Habibpour, K., & Safari, R. A comprehensive guide to the use of SPSS in survey research (quantitative data analysis). Loye Publishing, Motefakkeran. 2012; 866 [In Persian]. [28] Rafaei Shirpak, Kh, Gorge, S., & Chinichian, M. Intensity of qualitative research in health sciences. Iranian Epidemiology Journal. 2010; 6(1): 51-57 [In Persian]. [29] Glaser, B.G., and Strauss, A.L. The discovery of grounded theory: Strategies for qualitative research. Chicago: Aldine, 1967. [30] Bolisani, E., Donò, A., & Scarso, E. Relational marketing in knowledge-intensive business services: an analysis of the computer services sector. Knowledge Management Research & Practice. 2016; 14(3): 319-28. [31] Cvitanovic C. A mid mounting political and social uncertainty, institutions must evolve to support evidence-based decision-making. Impact of Social Sciences Blog. 2015; 17. [32] Bornbaum CC, Kornas K, Peirson L, Rosella LC. Exploring the function and effectiveness of knowledge brokers as facilitators of knowledge translation in health-related settings: a systematic review and thematic analysis. Implementation Science. 2015; 10(1): 162. [33] Jami AA, Walsh PR. Wind power deployment: The role of public participation in the decision-making process in Ontario, Canada. Sustainability. 2016; 8(8): 713. [34] Russell DJ, Rivard LM, Walter SD, Rosenbaum PL, Roxborough L, Cameron D, Darrah J, Bartlett DJ, Hanna SE, Avery LM. Using knowledge brokers to facilitate the uptake of pediatric measurement tools into clinical practice: a before-after intervention study. Implementation science. 2010; 5(1): 92. [35] Shearmur R, Doloreux D. KIBS as both innovators and knowledge intermediaries in the innovation process: Intermediation as a contingent role. Papers in Regional Science. 2019; 98(1): 191-209. [36] Yaghoubi, N. Mohammad., Pahlavani, M., & Parsai, F. Presentation of the Technological Models for the Development of Technology-Based Knowledge-Based Businesses. National Conference on Development Strategies of East Iran, Zahedan, Sistan and Baluchestan University. 2016 [In Persian]. [37] Davidson R, Billington C. Using knowledge brokering to improve business processes. McKinsey Quarterly. 2010; (2): 110-2. [38] Hammill A, Harvey B, Echeverria D. Understanding Needs, Meeting Demands: User-oriented analysis of online knowledge broker platforms for climate change and development. International Institute for Sustainable Development Paper. 2013. [39] Jaakkola E, Aarikka-Stenroos L, Ritala P. Institutionalization Process of Service Innovation: Overcoming Competing Institutional Logics in Service Ecosystems. InHandbook of Service Science. Springer, Cham. 2019; 2: 497-516. [40] Madhavaram S, Hunt SD. Customizing business-to-business (B2B) professional services: The role of intellectual capital and internal social capital. Journal of Business Research. 2017; 74: 38-46. [41] Christensen, C.M. The innovator’s dilemma: when technologies cause great firms to fail. Harvard Business School Press, Boston, MA. 1997; 52(1): 1-12. [42] Bolisani, E., & Scarso, E. The role of KIBS in the technological renovation of local economies. Evidence from the computer services sector. International Journal of Entrepreneurship and Innovation Management. 2009; 9(1-2): 29-46. [43] Vlčková, V. The Role of demand forecasting in knowledge society. KSI Transactions on Knowledge Society. 2009; 3(2): 25-28.‌ [44] Cruz, S. C., & Teixeira, A. A. The evolution of the cluster literature: Shedding light on the regional studies–regionalscience debate. Regional Studies. 2010; 44(9): 1263–1288. [45] Kim, C., Wilcher, R., Petruney, T., Krueger, K., Wynne, L., & Zan, T. A research utilisation framework for informing global health and development policies and programmes. Health research policy and systems. 2018; 16(1): 9-24.‌ [46] Spender, J. C., Corvello, V., Grimaldi, M., & Rippa, P. Startups and open innovation: a review of the literature. European Journal of Innovation Management. 2017; 9.
پژوهش های مدیریت در ایران
دوره 24، شماره 2
تیر 1399
صفحه 35-60

فایل ها

اشتراک گذاری

ارجاع به این مقاله

آمار