مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

تحلیل روند و نگاشت موضوعات مرتبط با مدیریت در محیط VUCA با استفاده از روش تحلیل استنادی

نویسندگان
1 گروه استراتژی و سیاستگذاری کسب و کار، دانشکده مدیریت کسب و کار، دانشگاه تهران، تهران، ایران
2 گروه استراتژی و سیاست گذاری کسب و کار، دانشکده مدیریت کسب و کار، دانشگاه تهران، تهران، ایران.
3 گروه بازاریابی و توسعه بازار، دانشکده مدیریت کسب و کار، دانشگاه تهران، تهران، ایران.
چکیده
هدف: این پژوهش با هدف ارائه تصویری جامع از وضعیت مطالعات VUCA (نوسان، عدم قطعیت، پیچیدگی و ابهام) در حوزه مدیریت و کاربردهای آن انجام شده است.
روش: پژوهش حاضر با استفاده از روش تحلیل استنادی انجام شده است. داده‌های موردنیاز از دو پایگاه اسکوپوس (1120 مقاله) و وب آو ساینس (345 مقاله) با جستجوی کلیدواژه VUCA استخراج و پس از پالایش، 1139 مقاله برای تحلیل نهایی انتخاب شدند. تحلیل‌های انجام شده شامل بررسی روند انتشارات، شناسایی نویسندگان و مؤسسات پیشرو، تحلیل هم‌رخدادی کلیدواژه‌ها، استخراج نقشه علمی و تحلیل شبکه استنادی بود.
یافته‌ها: نتایج نشان داد که انتشارات علمی در حوزه VUCA از 1 مقاله در سال 2008 به 244 مقاله در 2023 افزایش یافته است. از میان 3105 کلیدواژه شناسایی‌شده، مفاهیمی چون رهبری و چابکی سازمانی (هر کدام 64 ارجاع)، نوآوری (53.5 ارجاع) و تحول دیجیتال (46.4 ارجاع) بیشترین تأثیر را داشته‌اند. تحلیل هم‌رخدادی واژگان منجر به شناسایی 7 خوشه اصلی شد که آینده‌نگری و توسعه کسب‌وکار (25% مقالات)، رهبری و استراتژی (21%) و تکنولوژی (17%) مهمترین خوشه‌ها بودند.
نتیجه‌گیری: موفقیت در محیط VUCA مستلزم اتخاذ رویکردی جامع و چندبعدی است که شامل بهره‌گیری هوشمندانه از فناوری‌های پیشرفته، توسعه قابلیت‌های پویای سازمانی، تقویت فرهنگ خلاقیت و نوآوری، و پرورش رهبران آینده‌نگر است. شرکت‌هایی که بتوانند این عناصر را به طور مؤثر تلفیق کنند، نه‌تنها قادر به مدیریت چالش‌های محیط VUCA خواهند بود، بلکه می‌توانند از این شرایط برای نوآوری و افزایش اثربخشی سازمانی بهره ببرند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Trend analysis and mapping issues related to management in the VUCA environment using the bibliometric method

نویسندگان English

Ali Heidari 1
Mohammad Asarian 2
Hashem Aghazadeh 3
1 Strategy, Faculty of Business Management, University of Tehran, Tehran, Iran
2 Department of Business Strategy and Policy, Faculty of Business Administration, University of Tehran, Tehran, Iran.
3 Department of marketing and market development, Faculty of Business Administration, University of Tehran, Tehran, Iran.
چکیده English

Objective: This research aims to provide a comprehensive picture of the status of VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) studies in management and its applications.
Method: The present research was conducted using the bibliometric method. The required data were extracted from Scopus (1,120 articles) and Web of Science (345 articles) using the keyword VUCA, and after refinement, 1,139 articles were selected for final analysis. The analyses included examining publication trends, identifying leading authors and institutions, keyword co-occurrence analysis, scientific mapping, and citation network analysis.
Findings: The results showed that scientific publications in the field of VUCA increased from 1 article in 2008 to 244 articles in 2023. Among 3,105 identified keywords, concepts such as leadership and organizational agility (each with 64 citations), innovation (53.5 citations), and digital transformation (46.4 citations) had the most impact. The co-occurrence analysis led to 7 main clusters, with foresight and business development (25% of articles), leadership and strategy (21%), and technology (17%) being the most significant clusters.
Conclusion: Success in the VUCA environment requires adopting a comprehensive and multidimensional approach that includes intelligent use of advanced technologies, developing dynamic organizational capabilities, strengthening the culture of creativity and innovation, and nurturing forward-thinking leaders. Companies that can effectively integrate these elements will not only be able to manage VUCA challenges but can also use these conditions for innovation and increasing organizational effectiveness.

کلیدواژه‌ها English

Ambiguity
Complexity
Uncertainty
Volatility
VUCA
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