استراتژی نوآورانه همخواری در صنعت فناوری اطلاعات ایران

شرکت‌ها چند محصول مرتبط را به سه دلیل اصلی عرضه می‌کنند: اول برای ارائه تنوع به مصرف کنندگان، دوم برای جذب حداکثر سهم بازار و سوم برای ایجاد فشار رقابتی؛ اما گاهی محصول جدید موقعیت خود را با کارکرد  محصول متنوع به دست نمی‌آورد و شروع به رقابت با محصول قدیمی شرکت خودی می کند و مفهوم همخواری آغاز می‌شود. هدف پژوهش حاضر بررسی راهبرد نوآورانه همخواری در صنعت فناوری اطلاعات است. جامعه آماری پژوهش، شرکت‌های فعال در حوزهit و ict سه کلان شهر تهران، شیراز و تبریز بوده و حجم آن 600 است. ابتدا طبق جدول کرجسی و مورگان، تعداد 234 نمونه انتخاب شد و در مرحله دوم با استفاده از نمونه گیری طبقه ای از هر شهر نمونه های لازم انتخاب شدند. برای آزمون فرضیه‌ها از مدل‌سازی معادلات ساختاری استفاده و تجزیه‌وتحلیل‌ها از طریق نرم‌افزارهای spss24 و warppls5 انجام شده است. نتایج نشان داد که تمرکز بازار آینده و قابلیت حس گری بازار بر تمایل به همخواری تاثیر معنادار و مثبت دارند. تمایل به همخواری بر عملکرد کلی بازار نیز تاثیر معنادار و مثبت دارد، قابلیت نوآوری رابطه بین تمرکز بازار آینده و تمایل به همخواری و همچنین رابطه بین قابلیت حس گری بازار و تمایل به همخواری را تعدیل می‌کند، امّا در رابطه بین تمایل به همخواری و عملکرد کلی بازار نقش تعدیل‌گری ندارد.

cannibalization innovative strategy in it industry of iran

aim and introduction: a cannibal corporate is a corporate that introduces a new product line or product that actually competes with one of its existing product lines to gain market share. the technology industry known for this strategy. they do this to stay ahead of the competition. firms offer multiple related products for three major reasons; first to provide variety to their consumers, second to capture maximum market share and third to competitive pressure, but sometimes the new product not positioned as a variety product and start competing with company old product so the concept of cannibalization started. the aim of this research is conceptualization and presentation willingness to cannibalize model in the it industry. the process of developing a new product has a great impact on the performance of a company. identifying and predicting cannibalization is an integral part of strategic decisions about introducing new products. because the intensity of competition is so high, especially in the it industry, only companies can succeed in this market and in fact have a more effective market performance, which can be constantly innovated and move faster than competitors have. as mentioned, one of the most widely used innovation strategies in the world is cannibalization strategy. therefore, in this study, the strategy of using the dimensions of the willingness to cannibalize in order to improve the overall market performance of companies is proposed.methodology: the present research based on the applied purpose and in terms of research design, quantitative, descriptive-analytical method and correlation. the main tool for data collection was a questionnaire. in order to assess the validity of the research tool, a questionnaire was provided to experts (12 professors of management at the university of tehran). to assess the reliability of the questionnaire, cronbach’s alpha calculated by using spss software and also the combined reliability was calculated that the values ​​for all variables were above 0.7 and as a result the questionnaire had acceptable reliability.the statistical population of this study is companies active in the field of it and ict in the three metropolises of tehran, shiraz and tabriz and its volume is 600. first, according to krejcie and morgan table, 234 samples were selected and in the second stage, the necessary samples were selected from each city using stratified sampling. a total of 510 questionnaires were distributed and finally 240 questionnaires were received and analyzed. the data analysis method presented in both descriptive and analytical forms. in the descriptive part, information about companies is presented using spss software, and in the analytical part, structural equation modeling is used to test the hypotheses, and analyzes are performed through warp plsfinding: findings indicate that future market focus and market sensing capability to have a significant and positive effect on the willingness to cannibalize willingness to cannibalize also to have a significant and positive effect on the total market performance. the innovation capability modifies the relationship between the future market focus and the willingness to cannibalize, as well as the relationship between market sensing capability and willingness to cannibalize, however, there is no moderating relationship between the willingness to cannibalize and the total market performance.discussion and conclusion: in the present study, the cannibalization innovative strategy in the information technology industry investigated. according to the results of path analysis, five hypotheses confirmed and one hypothesis has been rejected. in the first hypothesis, the effect of future market focus on companies’ willingness to cannibalizeexamined. the present hypothesis with a value of β = 0.46 and p <0.01 has a statistically significant and positive effect and this indicates the confirmation of this hypothesis.