بررسی راهبردهای رشد بازار کسب و کارهای کوچک و متوسط زنان ایرانی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه کارآفرینی ،واحد قزوین ،دانشگاه آزاد اسلامی ، قزوین، ایران.

2 استادیار،گروه مدیریت و برنامه ریزی آموزشی ،دانشگاه شیراز، شیراز، ایران.

3 استادیار گروه مدیریت دولتی،واحد تهران جنوب ، دانشگاه آزاد اسلامی ، تهران ، ایران

10.34785/J018.2020.732

چکیده

بسیاری از کارآفرینان، سیاست گذاران و محققان ،رشد کسب و کار را به عنوان یک پیامد کلیدی از شرکت های جدید و جوان در نظر می گیرند. اما چرا بعضی از شرکت ها همچنان به ایجاد اشتغال و پیدا کردن راه حل های نوآورانه برای مشکلات قدیمی ادامه می دهند.در حالیکه دیگر شرکت ها کوچک باقی می مانند.درک بهتر عوامل مهم بر رشد زنان کارآفرین، به آنها برای موفقیت در کسب و کار خود کمک خواهد کرد. 
روش پژوهش : پژوهش حاضر یک مطالعه کیفی با رویکرد داده بنیاد برای شناسایی راهبردهای مؤثر بر رشد بازار کسب و کارهای کوچک و متوسط زنان است. جامعه آماری شامل کارآفرینان زن در استان های گیلان،خراسان،مرکزی،کردستان و کرمان ، از 5 منطقه جغرافیایی (شمال،جنوب،شرق، غرب و مرکز )ایران در سال 1397 می باشد.نمونه آماری بصورت هدفمند شامل 15 نفر از زنان کارآفرین از 5 استان انتخاب گردید. روش گردآوری داده ها در این پژوهش مصاحبه نیمه ساختار یافته و تجزیه تحلیل داده ها با استفاده از کدگذاری در سه مرحله (باز،محوری و انتخابی) انجام شد .
یافته ها: نتایج این پژوهش شناسایی مجموعه ای از راهبردهای موثر بر رشد کسب و کار ها می باشد.که عبارتند از « راهبردهای بازاریابی (توسعه بازار،توسعه محصول،نفوذ در بازار،تمایز و تنوع گرایی) راهبرد شیوه های کسب و کار (مشتری مداری، آموزش ،استفاده از فناوری روز،شبکه سازی و چابکی ) و راهبرد گرایش کارآفرینانه (گرایش نوآوی،ریسک پذیری و پیش فعالی ) و در نهایت مدل مفهومی ارائه شده است.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating Strategies for growth Iranian Women's Small and Medium enterprises Market

نویسندگان [English]

  • Shahla Salouneh 1
  • Parviz Saketi 2
  • Katayun Purmahdi 3
1 Ph.D. Candidate in Entrepreneurship , Department of Entrepreneurship , Qazvin Branch, Islamic Azad University ,Qazvin , Iran
2 Assistant Professor ,Department of Management and Educational Planing,University of Shiraz, Shiraz ,Iran
3 Assistant Professor,Department of Public Administration ,South Tehran Branch ,Islamic Azad University ,Tehran ,Iran
چکیده [English]

Many entrepreneurs,policy makers and researchers consider business growth as a key outcome for new and young firms. Why do some companies continue creating jobs and finding innovative solutions for old problems .While other companies remain small . A better understanding of important factors of growth, helps Entrepreneur women and investors succeed in their business. 
Design/methodology/approach- This study is a qualitative study with a foundation data approach, to identify strategies that influence the growth of women's small and medium business market. The statistical population consisted of female entrepreneurs in The statistical population includes female entrepreneurs in Guilan, Khorasan, Markazi, Kurdistan and Kerman provinces from five geographical regions (north, south, east, west and center) of Iran .The statistical sample consisted of 15 female entrepreneurs from 5 provinces of Iran. Needed information of the study is gathered through a semi-structured interview with 15 entrepreneur women around five provinces of the country in various industries. Utilizing three coding stages ( open, axial and selective).
Findings-The results of this study identify a set of strategies that are effective on business growth. These include marketing strategies (market development, product development, market penetration, differentiation, and diversification). The strategy of business practices( Customer orientation, training, use of modern technology, networking and agility) and entrepreneurial orientation strategy (innovation orientation, risk taking and pre-activation) and and eventually a conceptual model is presented.

کلیدواژه‌ها [English]

  • "Women's Entrepreneurship
  • " Small and medium businesses"
  • "Women's Business Growth Strategies"

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مطالعات رفتار مصرف‌کننده
دوره 7، شماره 1
خرداد 1399
صفحه 47-71

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