مروری بر چیستی و چرایی تاب‌آوری برند پلتفرم‌ ها در مواجهه با ریسک و بحران برند

هدف: تغییر مدل ‌های کسب‌ و کار سنتی به مدل پلتفرمی، سبب شده است که کسب‌وکارهای پلتفرمی رشد کنند و به برندهای قوی تبدیل شوند. در این میان، برندهای پلتفرمی، به‏دلیل ویژگی‌های خاص خود، از ناحیه ریسک و بحران‌های محیط کسب‌وکار تهدید می‏شوند؛ از این رو مفهوم «تاب‌آوری برند» اهمیت پیدا می‏کند. این پژوهش با هدف مرور و مفهوم‌پردازی حول چیستی و چرایی تاب‌آوری برند پلتفرم‌ها در مواجهه با ریسک و بحران برند اجرا شده است.روش: این پژوهش بر اساس رویکرد ترکیب تئوری، به‌عنوان یکی از گونه‌های روش نگارش مقالات مفهومی اجرا شده است. این رویکرد با در نظر گرفتن مفاهیم پلتفرم، برند، تاب‌آوری، ریسک و بحران به‌عنوان نقطه شروع، تئوری روش و تئوری حوزه شکل گرفته است.یافته‌ها: این پژوهش به‌منظور درک ضرورت تاب‌آوری برندهای پلتفرمی سه دلیل را در کانون توجه قرار داده است: 1. تبدیل‌شدن منطق زنجیره ارزش به شبکه ارزش در پلتفرم‌ها؛ 2. اثر فعالانه مصرف‌کننده بر برند پلتفرم‌ها؛ 3. رقابت شدید در اکوسیستم پلتفرمی. همچنین با توجه به نتایج پژوهش مشخص شده است که چهار مشکل در روند تکامل پلتفرم‌ها، مقوله تاب‌آوری برندهای پلتفرمی را با پیچدگی مواجهه کرده است که عبارت‌اند از: «اثر ملکه سرخ»، «مشکل مرغ و تخم‌ مرغ»، «مشکل پنگوئن» و «ظهور».نتیجه‌گیری: این پژوهش نتیجه‌ می‌گیرد که تاب‌آوری برندهای پلتفرمی دشوار است و اگر بهره‌گیری از قابلیت تاب‌آوری برند نادیده گرفته شود، مشکلاتی همچون کاهش ارزش ویژه برند، کاهش تداعی‌های مثبت یا تقویت تداعی‌های منفی در ذهن مشتریان و ناتوانایی در حفظ موجودیت برند و متعاقب آن تعطیلی کسب‌وکار پلتفرمی را به همراه دارد.

an overview of a platform’s brand resilience in the face of brand risk and crisis

the business model of the platform has been considered by many researchers in recent years, with some arguing it has already given rise to the entry of humans into the era of &platform life&. this age is the product of a change under which traditional businesses have become platform businesses and the transition from product production to service delivery has taken place in the form of platforms. platform business models are based on the logic of value exchange between several groups of stakeholders such as consumers, service providers, advertisers and third parties and have experienced significant growth in recent years. some business researchers have attributed the growth of platforms to the emotional interaction of consumers with the brand of platforms. accordingly, the issue of brand management in platform businesses has become a fundamental issue. however, the brand management of platforms faces major challenges. part of these challenges stems from the fragility of customer relationships with these brands and brand risk. but the biggest challenge is the brand paradox mode. according to the &brand paradox mode&, when the equity of a brand increases, the possibility of the brand being exposed to risk also increases. in such a case, brand risk can become a major crisis for the brand. a brand crisis can bring about serious challenges such as the devaluation of the brand, reduction of positive associations or reinforcement of negative associations in the minds of customers, and the inability to maintain the brand’s existence and consequent closure of the platform business. therefore, what is important in platform management of the brand is the issue of &brand resilience&. the resilience of brand is capable of withstanding the risks that have turned into a crisis, recovering the brand if affected by the crisis, and even growing the brand in a critical situation. there is ample evidence that the platform’s brand is generally failing, fragile, and vulnerable in the face of crises. this means that the brand position is shaky and is overshadowed at the cognitive, emotional and, behavioural levels. this is due to the confusion in the face of brand risks and crises and how to build a resilient platform brand. this study on understanding a platform’s brand resilience targets a research gap and seeks to help the theoretical literature with a conceptual approach.research methodologythis study is written as a conceptual article with a descriptive approach. in a concept paper, unlike an empirical paper, arguments are not derived from data in a conventional way, but the formation of arguments is based on a combination of documents in the form of concepts and theories that have already been developed. in such articles, the ability to distinguish between the theories used as data and the theories present in the role of the theoretical framework of the research is necessary and, of course, difficult. however, to distinguish this difference, it is helpful to differentiate &method theory& and &domain theory.&domain theory& is a set of knowledge about an important topic in a field of research, and &method theory& is a meta-level conceptual system for studying the substantive issue(s) of the domain theory at hand. therefore, to examine the concept studied in this research, a distinction has been formed between method theory and field theory. the approach of this research in developing the concept of the resilience of platform brands is based on a type of research design of conceptual articles called &theoretical composition&. the main purpose of this approach is to create a conceptual integration between the various currents of previous research and to connect previously unrelated and incompatible pieces in a new format and a new perspective. in &theory combination&, phenomena that have already been studied in a non-structural and scattered way are explained in a more coherent format with a conceptual basis.