نگاشت شبکه تداعی‌های برند ایرانداک از دیدگاه ذی‎نفعان

نویسندگان

1 پژوهشگاه علوم و فناوری اطلاعات ایران (ایرانداک)؛ تهران؛ ایران.

2 گروه مدیریت بازرگانی؛ دانشکده مدیریت و حسابداری؛ دانشگاه علامه طباطبائی؛ تهران؛ ایران.

چکیده

سلطه پارادایم عملگرایی بر حوزه سیاست‎گذاری علم و فناوری موجب تغییر رویکرد به مدیریت مراکز علمی شده‏ است. از دیدگاه عملگرایی، تمام مراکز علمی باید توانایی تأمین نیازهای ذی‎نفعان و ارائه کارکردی مختص ‌به‌خود داشته‏ باشند. این موضوع نیاز پژوهشگاه‌ها به شناسایی ذهنیت ذینفعان را توجیه می‌کند. هدف پژوهش حاضر نگاشت شبکه تداعی‌های برند «ایرانداک» از دیدگاه ذی‎نفعان است. پژوهش از نظر هدف، کاربردی و از نظر حل مسئله، توصیفی است.
برای نگاشت شبکه تداعی‎های برند «ایرانداک» از روش نقشه مفهومی برند استفاده شده ‎است. نقشه مفهومی برند به‎عنوان روشی کیفی دارای سه مرحله استخراج تداعی‌های برند‏، جمع‏آوری نقشه‎های انفرادی،‏ و نگاشت نقشه نهایی است. جامعه آماری پژوهش ذی‎نفعان «ایرانداک» هستند. روش نمونه‎گیری در مرحله استخراج تداعی‌های برند‏ و جمع‏آوری نقشه‎های انفرادی‏ از نوع هدفمند و حجم نمونه در هر مرحله شامل ۷۰ نفر است. شبکه تداعی‎های برند «ایرانداک» دارای ۱۸ تداعی اصلی به‌تفکیک ۱۵ تداعی مثبت و سه تداعی منفی است. تداعی‎های اصلی مثبت شامل پیشگیری از دزدی علمی، جست‏وجوی مدارک علمی، منبع علمی، پایان‎نامه، دسترسی به اطلاعات، سامانه «گنج»، منابع الکترونیک، ارتباطات علمی، اخلاق پژوهش، صحت علمی، سامانه‎ها، ترویج علم، دانشگاه‎ها، مدیریت اطلاعات، سیاست‏گذاری علمی، و تداعی‎های اصلی منفی شامل دیوان‌سالاری، تعدد سامانه و سایت با طراحی نامناسب هستند. شبکه تداعی‎های برند «ایرانداک» دارای دو لایه تداعی است. تحلیل شبکه تداعی‎های برند «ایرانداک» نشان‎دهنده درگیری ذهنی پایین ذی‎نفعان با برند «ایرانداک» و پراکندگی ذهنیت ذی‎نفعان از برند «ایرانداک» است. تداعی‎های پایان‎نامه و پیشگیری از دزدی علمی قوی‎ترین ارتباط را با برند «ایرانداک» دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Mapping IranDoc Brand Associations Network from the Stakeholders’ Viewpoint

نویسنده [English]

  • Somayeh Labafi 1
چکیده [English]

The dominance of pragmatic paradigm in science and technology policy has changed the approach to the management of scientific institutes. In pragmatic paradigm, scientific institutes should be able to respond stakeholders’ needs and requirements. This study aims to mapping brand associations network of IranDoc from the stakeholders' viewpoint. In order to mapping IranDoc brand associations network, brand concept map method was used. Brand concept map as a qualitative method has three stages of elicitation, mapping and aggregation. The statistical population of the research is the stakeholders of IranDoc Research Institute. The sampling method in elicitation and mapping stages are purposeful and sample size in both stages includes seventy people. IranDoc brand associations network has eighteen core associations. The core positive associations include prevention of plagiarism, search for scientific document, scientific sources, thesis, access to information, Ganj, electronic resources, scientific communication, research ethics, scientific accuracy, systems, science promotion, universities, information management, science policy, and the core negative associations include bureaucracy, multiple systems, and poorly designed sites. IranDoc brand associations network has two layers of associations. The analysis of IranDoc brand associations network shows low mental involvement of stakeholders with IranDoc brand and dispersion of stakeholder mentality about IranDoc brand. Thesis and plagiarism prevention have the strongest connection with IranDoc brand.

کلیدواژه‌ها [English]

  • brand
  • Brand Associations Network
  • Brand concept map
  • Science and Technology Policy
  • IRANDOC

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  • تاریخ دریافت: 19 آذر 1401
  • تاریخ بازنگری: 11 خرداد 1402
  • تاریخ پذیرش: 19 آذر 1401
  • تاریخ اولین انتشار: 19 آذر 1401

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