كيف تتعامل الشركات العائلية مع أزمة كورونا (كوفيد-(19: حالة تطبيقية على الشركات العائلية الفلسطينية في قطاع تجارة التجزئة في محافظة رام الله والبيرة
Date
2021-05-25
Authors
فاطمة حسين محمد وحيش
Fatima Hussein Mohammad Wahaish
Journal Title
Journal ISSN
Volume Title
Publisher
Al-Quds University
Abstract
هدفت الدراسة الحالية إلى التعرف حول كيفية تعامل الشركات العائلية العاملة في قطاع التجزئة في محافظة رام الله والبيرة مع أزمة كورونا (كوفيد-19)، في مجالات التمويل وتوفير السيولة، والموارد البشرية، و التسويق، و الإنتاج والعمليات، و إدارة العلاقة مع الزبائن، وأيضاً في تأثير أزمة كورونا (كوفيد-19) على تماسك الشركاء من أفراد العائلة، وقد استخدمت الباحثة المنهج الوصفي التحليلي، والأستبانة كأداة لجمع البيانات، وتكوّن مجتمع الدراسة من الشركات العائلية في تجارة التجزئة والتي تتكون من ((164 شركة مع القطاعات المستهدفة حسب البيانات المتوفرة لدى غرفة تجارة وصناعة محافظة رام الله والبيرة، حيث تم استخدام اسلوب المسح الكلي وبالتالي تم توزيع الأستبانات على كل مجتمع الدراسة، وتم استرداد (100) أستبانة صالحة للتحليل.
وتوصلت الدراسة إلى العديد من النتائج كان من أبرزها:
اولاً: في مجال التمويل وتوفير السيولة كان هناك مشكلة جدية في تحصيل الديون خلال أزمة كوفيد19-، ومع ذلك الشركات لم تضطر للبحث عن شريك خارجي لتوفير سيولة نقدية تساعد بأستمرار المشروع.
ثانياً: في مجال الموارد البشرية اهتمت الشركات بتعريف الموارد البشرية لديها بالأزمة وتدريبهم على التعامل معها، ولم تقم بخفض الرواتب والأجور التي يحصلون عليها، كذلك لم تتخلى عن أي من مدراءها أو تأجيل صرف أجورهم.
ثالثاً: في مجال التسويق قامت الشركات بتقليل حجم المنتجات من جهة وتم الاعتماد على منتجات بمواصفات جديدة تتناسب مع ظروف الأزمة وعملت أيضاً على تخفيض أسعار بعض السلع، و التركيز على السلع الأقل سعراً، وأيضاً اعتمدت كثير من الشركات العائلية وبشكل أكبر من السابق على اسلوب التسويق الالكتروني لمنتجاتها. بالأضافة إلى ذلك، تم استخدام نظام العروضات في الترويج لمنتجاتهم بدرجة أكبر من السابق، وزادت حدة المنافسة بين الشركات خلال الأزمة، بالأضافة إلى ذلك كان تأثير المنافسة سلبي على معظم الشركات العائلية.
رابعاً: في مجال الإنتاج والعمليات توصلت الدراسة إلى وجود صعوبات في السفر من اجل الاستيراد، بالإضافة إلى خفض مستويات حجم المخزون الخاص بالشركات العائلية.
خامسا:ً في مجال إدارة العلاقة مع الزبائن تبين وجود اهتمام كبير من قبل الشركات بالمحافظة على السلامة والالتزام بمعايير وإجراءات السلامة العامة، بالاضافة إلى المحافظة على التواصل المستمر مع الزبائن.
سادساً: فيما يخص تأثير أزمة كورونا (كوفيد (19-على تماسك الشركاء من إفراد العائلة فكان بشكل ايجابي فالشركاء من أفراد العائلة كانوا جاهزين للتكيف والتعامل مع الوضع غير الطبيعي الجديد الذي أوجده كوفيد-19، وأيضاً تمتعوا بالمهارات المطلوبه لحل المشكلات خلال الأزمة وذلك من خلال تطوير افكار ومعرفة جديده للتأقلم مع الأزمة، ولم تصل الشركات لوضع تضطر معه بيع بعض الاصول والموجودات.
The study aimed at identifying how family-owned retail businesses in Ramallah and Al-Bireh Governorate deal with the Corona crisis (Covid-19). The impacted areas demonstrated in the study are financing and liquidity provision, human resources, marketing, production and operations, managing the relationship with customers, and the impact of the Corona crisis (Covid-19) on the unity of the partners of family members. The researcher used the descriptive- analytical approach, and the questionnaire as a tool to collect data. The study population was made up of family businesses in the retail trade, which consists of (164) companies of the targeted sector according to the data available at the chamber of commerce and industry of Ramallah and Al-Bireh Governorate. where the method of total survey was used, and thus the questionnaires were distributed to the entire population of the study, and (100) questionnaires were retrieved suitable for analysis. The study reached many results, the most important of which are: Firstly, in the field of financing and providing liquidity, there was a serious problem in debt collection during the Covid-19 crisis, however, companies did not have to search for an external partner to provide liquidity to help the project continue. Secondly, regarding the field of human resources, companies have been concerned with instructing and training their human resources about how to deal with the crisis. The companies have not reduced the salaries and wages of their employees, as well as they have not abandoned any of their managers or postponed the payment of their wages. Thirdly, In the field of marketing, companies reduced the quantities of products and relied on products with new specifications to suit the circumstances of the crisis. They also reduced the prices of some commodities and focused on lower-priced goods. In addition, many family businesses have relied more than before on the online-marketing for their products. The offers system was used to promote the products to a greater degree than before, thus, competition increased between companies during the crisis. However, the impact of competition was negative on most family businesses. Fourthly, in the field of production and operations, the study concluded that there were hardships in traveling for import, as well as, reducing the stock quantities for family businesses. Fifthly, in the field of managing the relationship with customers, it has been evident that companies have a great interest in maintaining safety and adherence to public safety standards and procedures, as well as maintain constant communication with customers. Sixth: With regard to the impact of the Coronavirus (Covid-19) crisis on the unity of the partners among the family members was positive, as the partners of the family members were ready to adapt and deal with the new abnormal situation created by Covid-19. They also enjoyed the skills required to solve the problems during the crisis through developing new ideas to cope with the crisis. Companies have not reached a situation in which they are forced to sell some assets
The study aimed at identifying how family-owned retail businesses in Ramallah and Al-Bireh Governorate deal with the Corona crisis (Covid-19). The impacted areas demonstrated in the study are financing and liquidity provision, human resources, marketing, production and operations, managing the relationship with customers, and the impact of the Corona crisis (Covid-19) on the unity of the partners of family members. The researcher used the descriptive- analytical approach, and the questionnaire as a tool to collect data. The study population was made up of family businesses in the retail trade, which consists of (164) companies of the targeted sector according to the data available at the chamber of commerce and industry of Ramallah and Al-Bireh Governorate. where the method of total survey was used, and thus the questionnaires were distributed to the entire population of the study, and (100) questionnaires were retrieved suitable for analysis. The study reached many results, the most important of which are: Firstly, in the field of financing and providing liquidity, there was a serious problem in debt collection during the Covid-19 crisis, however, companies did not have to search for an external partner to provide liquidity to help the project continue. Secondly, regarding the field of human resources, companies have been concerned with instructing and training their human resources about how to deal with the crisis. The companies have not reduced the salaries and wages of their employees, as well as they have not abandoned any of their managers or postponed the payment of their wages. Thirdly, In the field of marketing, companies reduced the quantities of products and relied on products with new specifications to suit the circumstances of the crisis. They also reduced the prices of some commodities and focused on lower-priced goods. In addition, many family businesses have relied more than before on the online-marketing for their products. The offers system was used to promote the products to a greater degree than before, thus, competition increased between companies during the crisis. However, the impact of competition was negative on most family businesses. Fourthly, in the field of production and operations, the study concluded that there were hardships in traveling for import, as well as, reducing the stock quantities for family businesses. Fifthly, in the field of managing the relationship with customers, it has been evident that companies have a great interest in maintaining safety and adherence to public safety standards and procedures, as well as maintain constant communication with customers. Sixth: With regard to the impact of the Coronavirus (Covid-19) crisis on the unity of the partners among the family members was positive, as the partners of the family members were ready to adapt and deal with the new abnormal situation created by Covid-19. They also enjoyed the skills required to solve the problems during the crisis through developing new ideas to cope with the crisis. Companies have not reached a situation in which they are forced to sell some assets
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Citation
وحيش، فاطمة حسين. (2021). كيف تتعامل الشركات العائلية مع أزمة كورونا (كوفيد-(19: حالة تطبيقية على
الشركات العائلية الفلسطينية في قطاع تجارة التجزئة في محافظة رام الله والبيرة [رسالة ماجستير منشورة، جامعة
القدس، فلسطين]. المستودع الرقمي لجامعة القدس. https://arab-scholars.com/d13d46