مدى تأثير الرشاقة الاستراتيجية على الميزة التنافسية لدى شركات الاتصالات في فلسطين
Date
2023-06-03
Authors
عبد الإله نادر محمد طعمة
Abd el-Ilah Nader Mohamed Tomeh
Journal Title
Journal ISSN
Volume Title
Publisher
Al-Quds University
Abstract
هدفت الدراسة للتعرف إلى تأثير الرشاقة الاستراتيجية على الميزة التنافسية لدى شركات الاتصالات في فلسطين، ولتحقيق أهداف الدراسة تم استخدام المنهج الوصفي التحليلي لإنه يناسب واقع الدراسة، وتم تصميم استبانة تضمنت (82) فقرة موزعة على محورين وتسعة مجالات فرعية، وتمتعت الاستبانة بدرجة ثبات للدرجة الكلية لمحور مستوى الرشاقة الاستراتيجية حيث بلغت حوالي (0.87)، ولمحور مستوى الميزة التنافسية (0.91). وتكوّن مجتمع الدراسة من جميع الوظائف الاشرافية في شركات الاتصالات الخلوية (شركة جوال، وشركة اريدو) من المدراء العامون، والمدراء، والمشرفون، ومدراء مناطق، واجريت عليهم هذه الدراسة، وتم استخدام اسلوب العينة القصدية، وتم توزيعها على (100) مفردة من عينة الدراسة.وتبين من نتائج الدراسة أن الدرجة الكلية لمستوى الرشاقة الاستراتيجية في شركات الاتصالات في فلسطين كانت مرتفعة، وأن الدرجة الكلية لمستوى الميزة التنافسية في شركات الاتصالات في فلسطين كانت مرتفعة، كما تبين وجود علاقة موجبة قوية بين كل بعد من ابعاد الرشاقة الاستراتيجية في شركات الاتصالات في فلسطين مع تحقيق الميزة التنافسية فيها. كذلك تبين وجود أثر ذو دلالة احصائية لأبعاد الرشاقة الاستراتيجية في شركات الاتصالات في تحقيق الميزة التنافسية لكل من بعد التخطيط، وبعد الابداع، وعدم وجود أثر ذو دلالة احصائية لكل من بعد التنظيم والقدرة على استغلال الفرص باعتبارها أحد أبعاد الرشاقة الاستراتيجية في تحقيق ميزة تنافسية. واخيراً تبين عدم وجود فروق معنوية في آراء المبحوثين حول تأثير الرشاقة الاستراتيجية على الميزة التنافسية لدى شركات الاتصالات في فلسطين تعزى لمتغير (المؤهل العلمي، والمسمى الوظيفي) في كلا محوري الدراسة. وتبين وجود فروق لمتغير سنوات الخبرة عند محور الميزة التنافسية، وقد كانت هذه الفروق بين استجابات أفراد العينة من المشرفين في كل من شركتي جوال وأريدو ممن لديهم سنوات خبرة أقل من 5 سنوات، وبين الفئات الأخرى، وقد كانت الفروق لصالح ممن لديهم سنوات خبرة أقل من 5 سنوات.واوصت الدراسة ضرورة تعزيز اعتماد شركات الاتصالات على تطبيق الرشاقة الاستراتيجية لما له من أثر بالغ الأهمية في تعزيز ميزتها التنافسية وتطوير خدماتها، وتلبية احتياجات العملاء الحالية والمستقبلية، والاهتمام بتعزيز عملية التخطيط الاستراتيجي الشامل في شركات الاتصالات الفلسطينية، وتوفير الموارد البشرية ذات الكفاءة والمهارة العالية لدعم الابداع والتجديد بالشركات والوصول الى التميز في الأداء، والاهتمام بتطبيق معايير الجودة الشاملة والتحسين المستمر للخدمات.
The study aimed to identify the impact of strategic agility on the competitive advantage of telecommunications companies in Palestine. To achieve the objectives of the study, the analytical descriptive approach was used because it fits the reality of the study. A questionnaire was designed that included (82) items distributed on two axes and nine sub-domains. The questionnaire enjoyed a degree of stability for the total score. For the strategic agility level axis, it reached about (0.87), and for the competitive advantage level axis (0.91). The study population consisted of all supervisory positions in cellular communication companies (Jawwal Company, Eredoo Company) of general managers, managers, supervisors, and district managers, and this study was conducted on them, and the intentional sample method was used, and it was distributed to (100) individuals from the study sample. .The results of the study showed that the total degree of the level of strategic agility in the telecommunications companies in Palestine was high, and that the total degree of the level of competitive advantage in the telecommunications companies in Palestine was high. while achieving a competitive advantage. It was also found that there is a statistically significant effect of the dimensions of strategic agility in telecom companies in achieving the competitive advantage for each dimension of planning, and after creativity, and there is no statistically significant effect for each of the dimensions of organization and the ability to exploit opportunities as one of the dimensions of strategic agility in achieving a competitive advantage. Finally, it was found that there were no significant differences in the respondents' opinions about the impact of strategic agility on the competitive advantage of telecommunications companies in Palestine due to the variable (educational qualification and job title) in both axes of the study. It was found that there were differences for the variable of years of experience at the axis of competitive advantage, and these differences were between the responses of the sample members of supervisors in both Jawwal and Oredo companies who had years of experience less than 5 years, and between the other groups, and the differences were in favor of those who had years of experience less than 5 years. The study recommended the need to strengthen the telecom companies’ reliance on the application of strategic agility because of its crucial impact in enhancing their competitive advantage and developing their services, meeting the needs of current and future customers, and paying attention to strengthening the comprehensive strategic planning process in Palestinian telecom companies, and providing highly qualified and skilled human resources to support creativity. And renewal of companies and access to excellence in performance, and attention to the application of comprehensive quality standards and continuous improvement of services.
The study aimed to identify the impact of strategic agility on the competitive advantage of telecommunications companies in Palestine. To achieve the objectives of the study, the analytical descriptive approach was used because it fits the reality of the study. A questionnaire was designed that included (82) items distributed on two axes and nine sub-domains. The questionnaire enjoyed a degree of stability for the total score. For the strategic agility level axis, it reached about (0.87), and for the competitive advantage level axis (0.91). The study population consisted of all supervisory positions in cellular communication companies (Jawwal Company, Eredoo Company) of general managers, managers, supervisors, and district managers, and this study was conducted on them, and the intentional sample method was used, and it was distributed to (100) individuals from the study sample. .The results of the study showed that the total degree of the level of strategic agility in the telecommunications companies in Palestine was high, and that the total degree of the level of competitive advantage in the telecommunications companies in Palestine was high. while achieving a competitive advantage. It was also found that there is a statistically significant effect of the dimensions of strategic agility in telecom companies in achieving the competitive advantage for each dimension of planning, and after creativity, and there is no statistically significant effect for each of the dimensions of organization and the ability to exploit opportunities as one of the dimensions of strategic agility in achieving a competitive advantage. Finally, it was found that there were no significant differences in the respondents' opinions about the impact of strategic agility on the competitive advantage of telecommunications companies in Palestine due to the variable (educational qualification and job title) in both axes of the study. It was found that there were differences for the variable of years of experience at the axis of competitive advantage, and these differences were between the responses of the sample members of supervisors in both Jawwal and Oredo companies who had years of experience less than 5 years, and between the other groups, and the differences were in favor of those who had years of experience less than 5 years. The study recommended the need to strengthen the telecom companies’ reliance on the application of strategic agility because of its crucial impact in enhancing their competitive advantage and developing their services, meeting the needs of current and future customers, and paying attention to strengthening the comprehensive strategic planning process in Palestinian telecom companies, and providing highly qualified and skilled human resources to support creativity. And renewal of companies and access to excellence in performance, and attention to the application of comprehensive quality standards and continuous improvement of services.
Description
Keywords
Citation
طعمة، عبد الإله نادر. (2023). مدى تأثير الرشاقة الاستراتيجية على الميزة التنافسية لدى شركات الاتصالات
في فلسطين [رسالة ماجستير منشورة، جامعة القدس، فلسطين]. المستودع الرقمي لجامعة القدس. https://arab-
scholars.com/980690