نوع مقاله : مقاله علمی-پژوهشی
نویسندگان
1 مدرس دانشگاه علمی -کاربردی
2 عضو هیات علمی دانشگاه مالک اشتر
چکیده
خلق مشترک به‌عنوان فرآیندی شناخته می‌شود که در آن مشتری می‌خواهد نقش مهمی را باهدف بهبود محصولات و خدمات شرکت داشته باشد. دستیابی به خلق ارزش مشترک نیازمند یک تناسب ساختاری بین فعالیت‌های مشتری و فعالیت‌های فروشنده است. خلق ارزش دارای ماهیت مشارکتی و تعاملی است و اکنون ارزش فقط در تبادل و مبادله وجود ندارد بلکه در کاربرد و استفاده نیز هست. در تلاقی دیدگاه‌های نوظهور در مورد کارآفرینی و منطق S-D، یک فرآیند ایجاد فرصت شامل چهار مرحله متمایز اما متقابل و تکراری توسعه ارزش‌های پیشنهادی، انتقال گزاره‌های ارزش، استخراج و تعیین ارزش و تشکیل مجدد بازارها است. خلق ارزش به دلیل نقش کلیدی که در توسعه محصول و خدمات ایفا می‌کند عملاً به منبع عملکرد شرکت تبدیل‌شده و مصرف‌کنندگان به‌عنوان تعیین‌کننده و خالق ارزش و شرکت به‌عنوان شریک در نظر گرفته می‌شود. کاشت نوآوری به ایجاد منابع بالقوه شرکت جدید در فناوری جدید و برداشت نوآوری به ایجاد منابع جدیدی که در انتظار راه‌اندازی بازار در کوتاه‌مدت هستند می باشد. برای برداشت نوآوری، شرکت‌ها باید با مصرف‌کنندگان متوسط و نهایی، دولت‌ها، سازمان‌های غیردولتی، تأمین‌کنندگان و مؤسسات تحقیقاتی همکاری کنند. انتظار می‌رود محصولات یا خدمات به وجود آمده موردپسند بازار قرار گیرد، زیرا شرکت‌ها نظرات بازار را در فرایند نوآوری منعکس کرده‌اند. در کاشت نوآوری، شرکت‌های اقتصادی نوظهور باید مشارکت مصرف‌کنندگان بالقوه، دولت‌ها، سازمان‌های غیردولتی، مؤسسات تحقیقاتی و سرمایه‌گذاری‌های فناورانه را جلب کنند. فضای مجازی به کاشت‌کنندگان و برداشت‌کنندگان از اقتصادهای نوظهور امکان می‌دهد تا بر محدودیت‌های مکان و فرهنگ غلبه کنند و با حداقل سرمایه‌گذاری، شرکت‌ها می‌توانند با سهام‌داران مختلف در مرزها و مناطق زمانی خلق ارزش کنند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Examining the opportunities of joint creation in planting and harvesting the innovation of emerging companies
نویسندگان [English]
- Mohammad Jafari 1
- gholam reza tavakoli 2
- alireza bushehri 2
1 Chairman of the Passive Defense Committee
2 Member of the faculty of Malik Ashtar University
چکیده [English]
Co-creation is known as a process in which the customer wants to play an important role in order to improve the company's products and services. Achieving shared value creation requires a structural fit between customer activities and seller activities. Value creation has a collaborative and interactive nature, and now value is not only in exchange, but also in use. At the intersection of emerging perspectives on entrepreneurship and S-D logic, an opportunity creation process involves four distinct but mutually and iterative stages of developing value propositions, communicating value propositions, extracting and determining value, and reshaping markets. Value creation has practically become the source of company performance due to the key role it plays in product and service development, and consumers are considered as the determinants and creators of value and the company as a partner. Planting innovation is the creation of new company's potential resources in new technology and harvesting innovation is creating new resources that are waiting for market launch in the short term. To harvest innovation, companies must interact with intermediate and final consumers, governments, non-governmental organizations, suppliers and Research institutions to cooperate. The resulting products or services are expected to be favored by the market, because companies have reflected market opinions in the innovation process. In planting innovation, emerging economic companies must attract the participation of potential consumers, governments, non-governmental organizations, research institutions, and technological investments. Cyberspace allows growers and harvesters from emerging economies to overcome the limitations of location and culture, and with minimal investment, companies can create value with different stakeholders across borders and time zones.
کلیدواژه‌ها [English]
- Co-creation
- ،planting innovation
- ؛
- ،harvesting innovation
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