نقشآفرینی راهبردی مسئولیت اجتماعی شرکتی در عصر اقتصاد دیجیتال: چارچوبی برای همراه اول | ||
| چشم انداز مدیریت بازرگانی | ||
| مقاله 6، دوره 24، شماره 61، فروردین 1404، صفحه 123-144 اصل مقاله (950.79 K) | ||
| نوع مقاله: علمی - پژوهشی | ||
| شناسه دیجیتال (DOI): 10.48308/jbmp.2025.240057.1675 | ||
| نویسندگان | ||
| سیاوش صلواتیان* 1؛ سید محمد مهدی صادقی2 | ||
| 1گروه ارتباطات، دانشکده ارتباطات و رسانه، دانشگاه صدا و سیمای جمهوری اسلامی ایران، تهران، ایران | ||
| 2دانشکده معارف اسلامی و مدیریت، دانشگاه امام صادق (ع)، تهران، ایران | ||
| چکیده | ||
| اهداف: این پژوهش با هدف تبدیل مسئولیت اجتماعی شرکتی به یک اهرم راهبردی برای رهبری و ایجاد ارزش پایدار در اقتصاد دیجیتال انجام شده است. این پژوهش نقش راهبردی مسئولیت اجتماعی شرکتی را در همراه اول (شرکت ارتباطات سیار ایران-MCI) بررسی کرده و چشمانداز و مسیرهای مطلوب برای ارتقا مسئولیت اجتماعی شرکتی به سطح راهبردی را شناسایی میکند. روشها: این پژوهش با رویکرد کیفی و راهبرد مطالعه موردی و تحلیل مضمون مصاحبههای نیمهساختاریافته با 30 نفر از ذینفعان کلیدی به همراه تحلیل اسناد انجام شده است. یافتهها: یافتهها در شش مضمون کلیدی طبقهبندی شدهاند: ۱) استقرار نظام راهبردی و یکپارچه، ۲) تمرکز هوشمندانه بر قابلیتهای محوری دیجیتال، ۳) راهبری اکوسیستم نوآوری، ۴) پاسخگویی دیجیتال به نیازهای جامعه، ۵) شفافیت و اعتمادسازی، و ۶) تعهد پایدار به سرمایه انسانی و محیط زیست. یافتهها نشان میدهد که یکپارچهسازی مسئولیت اجتماعی شرکتی با استراتژی دیجیتال و تمرکز بر خلق ارزش مشترک، میتواند موتور محرکهای قدرتمند برای تحقق چشمانداز همراه اول مبنی بر تبدیل شدن به «محبوبترین شرکت ایرانی» و «بزرگترین هلدینگ اقتصاد دیجیتال» باشد. نتیجهگیری: این پژوهش بر اهمیت ادغام مسئولیت اجتماعی شرکتی با راهبرد سازمانی و تحول دیجیتال تاکید میکند. توصیههای عملی شامل تدوین نقشه راه مسئولیت اجتماعی شرکتی دیجیتال، ایجاد ساختار حاکمیتی موثر و افزایش شفافیت برای تقویت تاثیر راهبردی مسئولیت اجتماعی شرکتی است | ||
| کلیدواژهها | ||
| مسئولیت اجتماعی راهبردی؛ خلق ارزش مشترک؛ تحول دیجیتال؛ اکوسیستم نوآوری؛ همراه اول | ||
| عنوان مقاله [English] | ||
| The Strategic Role of Corporate Social Responsibility in the Digital Economy: A Framework for Hamrah-e Aval | ||
| نویسندگان [English] | ||
| Siavash Salavatian1؛ Seyyed Mohammd Mahdi Sadeghi2 | ||
| 1Department of Communication, Faculty of Communication and Media, University of Radio and Television of Iran, Tehran, Iran. | ||
| 2Faculty of Islamic Studies and Management, Imam Sadegh University, Tehran, Iran | ||
| چکیده [English] | ||
| Objectives: This study aims to transform Corporate Social Responsibility (CSR) into a strategic lever for leadership and sustainable value creation within the digital economy. It explores the strategic role of CSR at Hamrah-e Aval (Mobile Telecommunication Company of Iran – MCI) and identifies the desired vision and pathways to elevate CSR to a strategic level. Methods: This qualitative research employed a case study methodology and thematic analysis of semi-structured interviews with 30 key stakeholders, complemented by documentary analysis. Results: The findings are categorized into six key themes: establishment of a strategic CSR system; focus on digital advantages; leadership of the innovation ecosystem; digital response to societal needs; transparency and trust-building; and commitment to human capital and the environment. The results indicate that a strategic CSR approach, linked with core technological capabilities and focused on creating shared value (CSV), can serve as a driving force for realizing Hamrah-e Aval’s vision of becoming the “largest digital economy holding” and the “most popular Iranian company.” Conclusion: The study highlights the importance of integrating CSR with organizational strategy and digital transformation. Practical recommendations include developing a digital CSR roadmap, establishing an effective governance structure, and enhancing transparency to strengthen CSR’s strategic impact. | ||
| کلیدواژهها [English] | ||
| Strategic social responsibility, shared value creation, digital transformation, innovation ecosystem, first companion | ||
| مراجع | ||
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