طراحی الگوی برند داخلی کارکرد پژوهش در دانشگاه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مدیریت آموزش عالی، مدیریت، دانشگاه خوارزمی، تهران،ایران

2 گروه مدیریت آموزشی، مدیریت، خوارزمی، تهران، ایران

3 دانشیارگروه مدیریت آموزشی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران.

4 استادیار گروه مدیریت آموزشی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران.

چکیده

هدف از مطالعه حاضر، تدوین الگوی برند داخلی کارکرد پژوهش در دانشگاه بوده است.
مطالعه از نوع پژوهش‌های کیفی بوده که با استفاده از رویکرد نظریه‌پردازی داده‌بنیاد انجام شده است. در این راستا، پدیده محوری مطالعه فوق، عبارت از برند داخلی کارکرد پژوهش در دانشگاه، تعریف شده است. جامعه آماری این پژوهش مشتمل بر اعضای هیأت علمی و معاونین پژوهشی دانشگاه‌ها بود، بنابراین تعداد مشارکت کنندگان با بهره‌گیری از روش نمونه‌گیری هدفمند، شامل 13 نفر بودند که با استفاده از روش مصاحبه نیمه‌ساختمند در پژوهش مشارکت داشته‌اند. در این پژوهش تکنیک دلفی فازی به عنوان یکی از فنون تحلیل علمی برای دستیابی به اتفاق نظر میان اعضای پنل برای اعتباریابی مؤلفه‌ها و ابعاد الگوی برند داخلی کارکرد پژوهش به کاربرده شده است. پرسشنامه‌ای با بهره‌گیری از نتایج پژوهش‌های پیشین و یافته‌های نظریه داده‌بنیاد تدوین و برای 30 نفر از اعضای هیأت علمی ارسال شد. روش دلفی فازی در این پژوهش در مجموع در دو نوبت صورت گرفت.یافته‌های حاصل از این پژوهش در بردارنده 149 شاخص است که در قالب 9 بعد شامل: تصویر برند دانشگاه، مدیریت پویای دانش برند، ارزش‌های کلیدی، عوامل فردی و سازمانی، مکانیزم‌های برند، رهبری برندمحور ،فرآیندهای حمایتی، عملکرد برند محور، رفتار شهروندی و 17 مؤلفه فرعی شناسایی شدند. برای تجزیه و تحلیل و رتبه‌بندی ابعاد و مؤلفه‌های فرعی تکنیک TOPSIS FUZZY مورد استفاده قرار گرفت. از نتایج به دست آمده می‌توان نتیجه گرفت که مهم‌ترین عامل و مؤلفه در برند داخلی کارکرد پژوهش تصویر برند و ارزش‌های سازمانی دانشگاه است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing A Model for internal brand of research performance in University

نویسندگان [English]

  • Manizheh Sadeghbeygi 1
  • Abdolrahim Navehebrahim 2
  • Hassanreza Zeinabadi 3
  • Hossein Abbasian 4
1 higher education administration, administration, Kharazmi, Tehran, Iran
2 Educational Administration, Administration, Kharazmi, Tehran, iran
3 Associate Professor, Department of Educational Administration, Faculty of Management, Kharazmi University, Tehran, Iran.
4 Assistant Professor, Department of Educational Administration, Faculty of Management, Kharazmi University, Tehran, Iran..
چکیده [English]

The present study aimed to formulate a model for the internal brand of the function of research in the university.This qualitative research type is conducted using the grounded theory approach. the central phenomenon of the study, the internal brand of the research function in the university was defined. The statistical population of this study included faculty members and research assistants of universities; therefore, the number of participants was 13 people selected based on the semi-structured interview method. In the current study, the Fuzzy Delphi technique, as one of the scientific analysis techniques was used to reach a consensus among the panel members to validate the components and dimensions of the internal brand model of research function. In this regard, a questionnaire was sent to 30 faculty members using the results of previous studies and the findings of the grounded theory. The Fuzzy Delphi technique in this study was generally implemented in two shifts.
Results: The findings of this study included 149 indicators that were identified in the form of 9 dimensions, including the image of the university brand, Dynamic management of brand knowledge, key values, individual and organizational factors, brand mechanisms, brand-oriented leadership, supporting processes, brand-oriented performance, and citizenship behavior as well as 17 sub-components. Then, the TOPSIS FUZZY technique was employed to rank the sub-components and dimensions. Based on the obtained results, it can be concluded that the most important factors in the internal brand of the research function are the brand image and organizational values of the university.

کلیدواژه‌ها [English]

  • "Brand"
  • "Internal Branding"
  • "Research Performance"
  • "Higher education"
  • "university"

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مطالعات برنامه ریزی آموزشی
دوره 12، شماره 23
شهریور 1402
صفحه 94-128

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  • تاریخ دریافت: 09 مرداد 1402
  • تاریخ بازنگری: 03 آذر 1402
  • تاریخ پذیرش: 03 آذر 1402

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