مقوله شناسی توسعه محصول جدید با استفاده از تحلیل محتوا

فصلنامه مدیریت راهبردی در سیستم های صنعتی (مدیریت صنعتی سابق)

مقاله 1، دوره 14، شماره 47، اردیبهشت 1398، صفحه 1-20   

نوع مقاله: مقاله پژوهشی

نویسندگان

حسن دهقان دهنوی^{* 1}؛ محمد نصیریان²

¹دانشیار مدیریت صنعتی, گروه مدیریت، دانشگاه آزاد اسلامی، یزد ، ایران

²دانشجوی دکتری مدیریت صنعتی، گروه مدیریت ، دانشگاه آزاد اسلامی، یزد ، ایران

چکیده

بسیاری از تولید کنندگان برای انجام موفق فرایند توسعه محصول جدید خود با چالش مواجه هستند. این چالش عموماً طبیعی است اما پاسخ قطعی و مشخص برای آن وجود ندارد. چرا که هر خوشه صنعتی، هر بازار، هر سیستم تولید، هر جامعه و هر سطحی شرایط خاص خود را دارد. لذا می‌بایست برای هر مجموعه تولیدی و شاید هر شرکت منحصر به فرد، الگوی خاص را در نظر گرفت. این الگوها می‌توانند از نظر ماهیت و نوع عناصر با یکدیگر مشابه باشند اما از نظر کیفیت عناصر و عملکرد کاملاً متفاوت باشند. به همین منظور در این مقاله به نتایج شناسایی مؤلفه‌های توسعه محصول جدید، خاصه در صنایع غذایی استان فارس، ارائه شده است. پژوهش مربوطه یک تحقیق کیفی از نوع تحلیل محتوا است که در ابتدا سنجه‌های مؤثر در فرایند توسعه محصول جدید از طریق بازنگری جامع ادبیات استخراج و سپس بر اساس نظر 11 خبره در قالب مصاحبه‎‌های نیمه هدایت شده مورد ارزیابی و اصلاح قرار گرفت. سپس در فرایند شش مرحله‌ای تحلیل محتوا با رویکرد مقوله‌ای با استفاده از نرم افزار MAXQDA تجزیه و تحلیل شد. نتایج نشان می‌دهد که چهار مؤلفه اصلی توسعه محصول جدید در صنایع غذایی را تحت تأثیر قرار می‌دهد: توسعه فنی، توسعه مفهومی، توسعه بازار و توسعه منابع. این چهار مؤلفه از 13 مؤلفه فرعی، 34 کد گزینشی و نهایتاً 73 کد اولیه به دست آمده است. بر این اساس توصیه می‌شود هر نوع توسعه محصول در صنایع غذایی استان فارش با در نظر گرفتن تمامی ابعاد این مجموعه صورت گیرد.

کلیدواژه‌ها

توسعه محصول جدید؛ تحلیل محتوای مقوله‌ای؛ صنایع غذایی؛ تحقیق کیفی؛ Maxqda

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