تبیین ابعاد هوشمندی رقابتی با بهره‌گیری از قابلیت‌های شبکه‌های اجتماعی در صنعت ماءالشعیر ایران

هدف: طی سال‌های اخیر، پژوهشگران حوزه بازاریابی، تمایل فزاینده‌ای به اجرای این نوع پژوهش‌ها در بستر شبکه‌های اجتماعی پیدا کرده‌اند. هدف پژوهش حاضر، شناسایی و تبیین ابعاد هوشمندی رقابتی در صنعت ماءالشعیر است.روش: روش‌ استفاده ‌شده در این پژوهش شبکه‌نگاری نام دارد. این روش نوعی روش پژوهش کیفی مردم‌نگاری با استفاده از ظرفیت‌های بالای اینترنت و شبکه‌های رو به رشد اجتماعی است. دریافت مستقیم نظر مشتریان و شناخت دیدگاه‌های آنان، برای سازمان بسیار ارزنده است، اما با وجود توجه به این حوزه، در این زمینه پژوهش‌های زیادی انجام نشده است.یافته‌ها: پژوهش حاضر ضمن بررسی نظر کاربران شبکه‌ اجتماعی اینستاگرام در ذیل مطالب منتشرشده در صفحات مربوط به شرکت‌ها و برندهای فعال در صنعت ماءالشعیر ایران، به تحلیل این نظرها و استخراج ابعاد هوشمندی رقابتی شامل هوشمندی بازاریابی، هوشمندی رقبا، هوشمندی فناورانه، هوشمندی راهبردی و هوشمندی اجتماعی و سلامت اقدام کرده و سپس به مقایسه نتایج مشابه و نامشابه پژوهش حاضر با سایر پژوهش‌ها پرداخته است.نتیجه‌گیری: شرکت‌های فعال در صنعت ماءالشعیر، برای تقویت رقابت‌پذیری خود به حضور فعالانه در فضای مجازی، تدوین و اجرای راهبرد‌های بازاریابی دیجیتال و بهره‌گیری از متخصصان حوزه شبکه‌های اجتماعی نیاز دارند. در این راستا، پژوهش حاضر برای شرکت‌های فعال در این صنعت رهنمودهایی ارائه کرده است. از این رو برای پژوهشگران این حوزه هم از دیدگاه نظری و هم از نظر کاربردی و فعالان صنعت، پژوهشی سودمند است.

Explaining the Dimension of Competitive Intelligence through Utilizing Social Media Capabilities in Iran NonAlcoholic Beverage Industry.

ObjectiveHarnessing the intellectual power of the organization is a key to success in today’s changing business world. It is important to create or acquire competitive advantage through the effective integration of environmental and organizational resources using mental and intellectual capabilities in the organizations which is called organizational intelligence. As a result, it is necessary to accurately describe the status of competitive intelligence in Iranian SMEs in cyberspace and identify and explain the dimensions of competitive intelligence in social networks, and also to identify and provide solutions to improve competitive intelligence and ultimately enhance competitiveness. MethodologyThe research is applied in terms of purpose and employs a descriptive approach. The present study uses online ethnography methodology. Considering the evaluation of different social networks and the low activity of companies and brands in nonalchoholic beverage industry in most of these networks, Instagram was selected for data collection during the spring and summer 2018 (depending on the time of publication of the messages). And then, the cyber pages of the active Iranian companies in the nonalchoholic beverage industry were monitored. Qualitative analysis was performed on the messages of the customers and followers. Eventually 293 comments were selected for this study. Selected comments were meaningful, authentic, and relevant to the topic. Grounded theory strategy awas used to analyze the data. Besides, manual analyses were used to increase the accuracy of the analyses.FindingsIn this study, after collecting the data, coding and analyzing the semantic interpretation and content of the comments, six main dimensions were identified as the competitive intelligence that can describe the information related to existing competitive intelligence in the selected social networks. These dimensions include: marketing intelligence; competitor intelligence; social and health intelligence; technological intelligence; and strategic intelligence. Because of the repetition ofcomments on health and wellbeing (some companies’ products) as well as social responsibility (some companies), the word health has been added to the social intelligence dimension, which has been rarely observed in previous research. Interacting with consumers clearly provides valuable information about their views and attitudes. ConclusionThe present study identified the descriptive characterstics of competitive intelligence in the nonalchoholic beverage industry as a problem in the social networks due to the intensity of competition in this sector. Surveys show that SMEs are much less active in social media than international companies, and there is a significant gap between the existing and the desired status. The results show that the highest frequency was related to marketing and competitor intelligence and the lowest frequency was related to technological and strategic intelligence. In other words, some of the dimensions undermined. However, "social responsibility" and "health" are among the new components identified in the present study. Besides, in the classification of the dimensions and components of this study, the “human resources” was classified as a component of social and health dimension, which has been classified within other dimensions in other studies. Due to the lack of comments on the “structural and organizational” dimension, it was not included in the identified results of this study.