کوچینگ کسب و کار اجتماعی و علل ناپایداری برند های موفق دهه های پیش در ایران.

نوع مقاله : مقاله پژوهشی

نویسنده

مدرس ارشد مورد تایید انجمن ان ال پی و کوچینگ ایران

چکیده

یکی از روش های بررسی محیط کسب و کار بررسی به شیوه کوچینگ کسب و کار است. این روش با طرح سوالاتی نظیر این که علل موفقیت و یا افول برندها بر اساس شرایط خانوادگی و ویژگی های فردی، شرایط اقتصادی و اجتماعی و شیوه کار و عملکرد صاحبان و بنیان گذاران کسب و کارها چگونه بوده است؟ به بررسی مساله می پردازد. چنین شیوه بررسی در پژوهش های محیط کسب و کار دچار خلاء پژوهشی است. بر این اساس چنانچه در نظر باشد که به موضوع علل توقف برندهای موفق در دهه های پیشین پرداخته شود لازم است تا شرایط و ویژگی های مورد اشاره در بالا بررسی شود. به همین منظور 5 برند «آزمایش، ارج، کفش بلا، روغن جهان، روغن قو» به عنوان مصادیق برندها انتخاب شده اند. برای جمع بندی موضوع با استفاده از تکنیک "استخوان ماهی که یکی از تکنیک ها برای بررسی مسایل علت و معلولی است استفاده شده است. در نهایت با استفاده از روش کوچینگ که از طریق مطالعه به سوالات پژوهش پاسخ داده شده است و تکنیک استخوان ماهی، بررسی به جمع بندی رسیده است به نحوی که علل ناپایدار بودن برندهای مذکور را ناشی از شرایط اقتصادی و اجتماعی و ناترازی ها در تولید و سودآوری برای استرداد وام های بانکی از جمله مهم ترین عوامل افول برندهای موفق قدیمی در محیط کسب و کار شناسایی شده است.

کلیدواژه‌ها

عنوان مقاله [English]

Social Business Coaching and the Causes of Instability of Successful Brands from Decades Ago in Iran

نویسنده [English]

  • Tayebeh Nasrindoost
Master Trainer Coaching approved by Nlp & Coaching Association of IRAN
چکیده [English]

One of the methods of examining the business environment is through business coaching. This method involves asking questions such as the reasons for the success or decline of brands based on family circumstances and individual characteristics, economic and social conditions, and the work style and performance of business owners and founders. Such a method of investigation in business environment research suffers from a research vacuum. Accordingly, if it is intended to address the issue of the reasons for the cessation of successful brands in previous decades, it is necessary to examine the conditions and characteristics mentioned above. For this purpose, five brands—"Azmayesh, Arj, Bla Shoes, Roghen Jahan, Roghen Ghoo"—have been selected as examples of brands. To summarize the topic, the "fishbone" technique, which is one of the techniques for examining cause-and-effect issues, was used. Finally, using the coaching method, which answered the research questions through study, and the fishbone technique, the study was concluded. In a way, the causes of the instability of the aforementioned brands have been identified as economic and social conditions and imbalances in production and profitability for the repayment of bank loans, among the most important factors in the decline of old successful brands in the business environment.

کلیدواژه‌ها [English]

  • Environmental Risk
  • Social Responsibility
  • Stakeholders
  • Tehran Municipality

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کسب‌وکار اجتماعی
دوره 3، شماره 2
تیر 1405
صفحه 108-127

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