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
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