Engineering

1. ‫ِزٍخ‬
‫ربِؼخ‬
‫وشثالء‬
‫خ‬١ٍّ‫اٌؼ‬
–
‫اٌّزٍذ‬
‫اٌشاثغ‬
‫ػشش‬
-
‫اٌؼذد‬
‫اٌشاثغ‬
/ ٍّٟ‫ػ‬ /
6
201
13
The Role of (VRIO) Analysis in the Sustainability of
Competitive Advantage for of Industrial Organizations
A Survey Study For the views of a sample of managers in Men
Clothing Factory in the holy city of Al-Najaf
‫س‬ٚ‫د‬
( ً١ٍ‫تض‬
(VRIO
ٟ‫ف‬
‫اعتذاِخ‬
‫خ‬١‫اٌتٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
‫ٌٍّٕظّبد‬
‫خ‬١‫اٌصٕبػ‬
‫االششف‬ ‫إٌزف‬ ٟ‫ف‬ ‫خ‬١ٌ‫اٌشرب‬ ‫األٌجغخ‬ ًّ‫ِؼ‬ ٞ‫ش‬٠‫ِذ‬ ِٓ ‫ٕخ‬١‫ػ‬ ‫ألساء‬ ‫خ‬١‫اعتطالػ‬ ‫دساعخ‬
‫أِبٔخ‬ ‫هللا‬ ‫ػجذ‬ ‫أؽّذ‬ .َ
ٞ‫اٌشّش‬
‫وشثالء‬ ‫عبِؼخ‬
-
‫االلزظبد‬ٚ ‫اإلداسح‬ ‫خ‬١ٍ‫و‬
-
‫االػّبي‬ ‫اداسح‬ ُ‫لغ‬
‫اٌّغزخٍض‬
( ً١ٍ‫رؾ‬ ‫س‬ٚ‫د‬ ‫ذ‬٠‫رؾذ‬ ٌٝ‫ا‬ ‫اٌجؾش‬ ‫٘زا‬ ٝ‫عؼ‬
(VRIO
ً‫أع‬ ِٓٚ ‫خ‬١‫اٌؼشال‬ ‫ِٕظّبرٕب‬ ٟ‫ف‬ ‫ك‬١‫ثبٌزطج‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ ٟ‫ف‬
( ً١ٍ‫رؾ‬ ‫أثؼبد‬ ‫اػزّبد‬ ُ‫ر‬ ‫رٌه‬ ‫ك‬١‫رؾم‬
(VRIO
،‫ّخ‬١‫ثـ(اٌم‬
،‫إٌذسح‬
‫اعزٕبدا‬ )‫ّخ‬١‫اٌم‬ ٍٝ‫ػ‬ ‫ي‬ٛ‫ٌٍؾظ‬ ُ١‫اٌزٕظ‬ٚ ‫ذ‬١ٍ‫اٌزم‬ ‫وٍفخ‬
ٌٝ‫ا‬
(
Rothaermel,2015:104
)
ٌٝ‫ا‬ ‫ثبالعزٕبد‬ ‫رٌه‬ٚ )‫ذ‬١‫اٌزؼم‬ٚ ‫ثـ(اٌّزبٔخ‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ ‫أثؼبد‬ ‫اػزّبد‬ ُ‫ر‬ ‫لذ‬ٚ
(Wheelen&Hunger,2012:164)
ٚ ،
‫اعزجبٔخ‬ ‫اعزّبسح‬ ‫خالي‬ ِٓ ‫ٌٍجؾش‬ ً‫ب‬ٔ‫ذا‬١ِ ‫خ‬١ٌ‫اٌشعب‬ ‫األٌجغخ‬ ‫إٌغف‬ ًّ‫ِؼ‬ ‫بس‬١‫اخز‬ ُ‫ر‬
( ‫شٍّذ‬
30
ٚ ًّ‫اٌّؼ‬ َ‫الغب‬ ‫سإعبء‬ٚ ٞ‫ش‬٠‫ِذ‬ ِٓ ً‫ا‬‫فشد‬ )
ًِ‫ِؼب‬ َ‫اعزخذ‬ ‫لذ‬ٚ .‫خ‬١‫اٌشخظ‬ ‫اٌّمبثالد‬ ٓ‫ػ‬ ً‫ال‬‫فؼ‬ ،‫اٌشؼت‬ ٌٟٚ‫ِغئ‬
( ‫االسرجبؽ‬
Spearman
( ‫اخزجبس‬ٚ ،)
t
( ‫اخزجبس‬ٚ ،‫شاد‬١‫اٌّزغ‬ ٓ١‫ث‬ ‫اٌؼاللخ‬ ‫خ‬٠ٕٛ‫ِؼ‬ ‫ٌّؼشفخ‬ )
F
‫وّب‬ ،‫االٔؾذاس‬ ‫ِؼبدٌخ‬ ‫خ‬٠ٕٛ‫ِؼ‬ ‫ذ‬٠‫ٌزؾذ‬ )
( َ‫اعزخذا‬ ُ‫ر‬
R2
ُ٘‫أ‬ ِٓٚ .‫اٌزبثغ‬ ‫ش‬١‫اٌّزغ‬ ٟ‫ف‬ ً‫اٌّغزم‬ ‫ش‬١‫اٌّزغ‬ ‫ش‬١‫رؤص‬ ‫ِمذاس‬ ‫ش‬١‫ٌزفغ‬ )
ْ‫ا‬ ٛ٘ ‫ب‬ٙ١ٌ‫ا‬ ً‫ط‬ٛ‫اٌز‬ ُ‫ر‬ ٟ‫اٌز‬ ‫االعزٕزبعبد‬
( ً١ٍ‫ٌزؾ‬
(VRIO
‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ٚ ‫ثٕبء‬ ٟ‫ف‬ ‫رغبػذ‬ ‫ِمذساد‬ٚ ‫اِىبٔبد‬ ‫ثٕبء‬ ‫خالي‬ ِٓ ‫ب‬ٙ‫رٕبفغ‬ٚ ‫إٌّظّبد‬ ّٛٔ ٟ‫ف‬ ً‫ال‬‫فبػ‬ ً‫ا‬‫س‬ٚ‫د‬
: ‫ب‬ِٕٙ ‫بد‬١‫ط‬ٛ‫اٌز‬ ِٓ ‫ثؼذد‬ ‫اٌجؾش‬ ُ‫اخزز‬ ‫لذ‬ٚ ،ّٟ‫إٌّظ‬ ‫ض‬١ّ‫اٌز‬ ‫ك‬١‫رؾم‬ٚ ‫خ‬١‫اٌزٕبفغ‬
-
1
.
( ً١ٍ‫رؾ‬ ‫ِّبسعخ‬ ٍٝ‫ػ‬ ‫ض‬١‫اٌزشو‬
(VRIO
.‫خ‬١‫االعٕج‬ ‫إٌّزغبد‬ ‫ذ‬٠‫ذ‬ٙ‫ٌز‬ ‫اٌّؼشػخ‬ ‫اٌؼشاق‬ ‫ئخ‬١‫ث‬ ً‫ظ‬ ٟ‫ف‬ ‫عغ‬ٚ‫أ‬ ً‫ثشى‬ ًّ‫اٌّؼ‬ ٟ‫ف‬
2
.
.‫ص٘ب‬ٚ‫رغب‬ ٟ‫ف‬ ‫ثخ‬ٛ‫طؼ‬ ْٛ‫إٌّبفغ‬ ٗ١‫ف‬ ‫غذ‬٠ ً‫ثشى‬ ‫بد‬٠ٛ‫اٌّغز‬ ‫وبفخ‬ ٍٝ‫ػ‬ ًّ‫اٌّؼ‬ ‫اِىبٔبد‬ٚ ‫اسد‬ِٛ ‫ض‬٠‫رؼض‬
3
.
‫ضح‬١ٌّ‫ا‬ ‫ب‬ٌٙ ‫ؾمك‬٠ ً‫ثشى‬ ًّ‫اٌّؼ‬ ٍِٟ‫ػب‬ ٜ‫ٌذ‬ ‫اٌخجشاد‬ ‫بدح‬٠‫ص‬ٚ ‫اٌّؼشفخ‬ٚ ‫بساد‬ٌّٙ‫ا‬ ِٓ ‫ػبي‬ ٜٛ‫ِغز‬ ٍٝ‫ػ‬ ‫اٌّؾبفظخ‬
.‫خ‬١‫اٌزٕبفغ‬
Abstract
This Research aimed at determining the role of (VRIO) analysis on the sustainability of competitive
advantage apply in Iraqi Organizations. For this purpose the researcher has depended on the processes of
(VRIO) analysis (VALUABLE (V), RARE (R), COSTLY TO IMITATE (I) and ORGANIZED TO
CAPTURE VALUE (O)) according to (Rothaermel,2015:104). The dimensions of sustainability of
competitive advantage (Durability, Imitability) that have been used are according to
(Wheelen&Hunger,2012:164). Men clothing factory in Najaf has been chosen to verify this Research via
a questionnaire used (30) individuals of the managers of the company , in addition to personal interviews.
The Spearman connection factor , and the (t) test to recognize the identity of this relation, and the (F) test
to determine the identity of the regression equation , also the (R²) has been used to explain the degree of
the influence of the independent variable in the dependent variable . Some of the most important
conclusions the study arrived at are that (VRIO) analysis have a significant impact in the growth and
competition of organizations through building capability , competences of the company that help in
building and sustainability of competitive advantage and achieve Organizational Excellence. The study
has been concluded with a number of recommendations ,some of which are :
 Focus on practice (VRIO) analysis in the factory more broadly in light of Iraq environment
exposed to the threat of foreign products.
 Consolidating the factory's resources and capabilities on all levels in a way that competitors
find difficult to surpass.
 Keeping a high level of skills and knowledge , and increasing the staff's expertise in a way
that achieve a competitive advantage to the factory.

2. ‫ِزٍخ‬
‫ربِؼخ‬
‫وشثالء‬
‫خ‬١ٍّ‫اٌؼ‬
–
‫اٌّزٍذ‬
‫اٌشاثغ‬
‫ػشش‬
-
‫اٌؼذد‬
‫اٌشاثغ‬
/ ٍّٟ‫ػ‬ /
6
201
14
‫اٌّمـذِخ‬
ٌ‫ا‬ ‫شاد‬١١‫اٌزغ‬ٚ ‫شح‬١‫اٌىج‬ ‫خ‬١‫ع‬ٌٕٛٛ‫اٌزى‬ ‫ساد‬ٛ‫اٌزط‬ ‫غخ‬١‫ٔز‬ ‫األػّبي‬ ‫ٌّٕظّبد‬ ‫ذح‬٠‫اٌغذ‬ ‫بد‬٠‫اٌزؾذ‬ ‫رٕجضك‬
،َٛ١ٌ‫ا‬ ٌُ‫اٌؼب‬ ‫ذ٘ب‬ٙ‫ش‬٠ ٟ‫اٌز‬ ‫ؼخ‬٠‫غش‬
‫ي‬ٛ‫زؾ‬٠ ‫األػّبي‬ ٌُ‫ػب‬ ‫عؼٍذ‬ ‫خ‬١‫ع‬ٌٕٛٛ‫اٌزى‬ ‫سح‬ٛ‫اٌض‬ ٖ‫ز‬ٌٙ ‫غخ‬١‫ٔز‬ٚ
ٌٝ‫ا‬
‫اٌّغ‬
‫زّغ‬
ٟ‫اٌّؼشف‬
‫ضخ‬٠‫اٌؾذ‬ ‫خ‬١ٍّ‫اٌؼ‬ ‫األعظ‬ ‫ك‬١‫رطج‬ ٌٝ‫ا‬ ‫ؾزبط‬٠ ‫٘زا‬ٚ .
‫ك‬١‫رؾم‬ ‫ب‬ٌٙ ّٓ‫ؼ‬٠ ‫ثّب‬ ‫ب‬ٌٙ‫أػّب‬ٚ ‫ب‬ٙ‫ِٕزغبر‬ ‫ش‬٠ٛ‫رط‬ ‫ِغبي‬ ٟ‫ف‬ ‫ٔخ‬ٚ‫اٌّش‬ ِٓ ً‫ب‬١‫ٔغج‬ ‫خ‬١ٌ‫ػب‬ ‫دسعخ‬ ٍٝ‫ػ‬ ْٛ‫رى‬ ٟ‫اٌز‬
ٌ‫ا‬ ‫اعزذاِخ‬ٚ
‫ضح‬١ّ
ٌ‫ا‬
‫خ‬١‫زٕبفغ‬
‫خ‬١‫ل‬ٛ‫اٌغ‬ ‫ب‬ٙ‫ؽظز‬ ‫بدح‬٠‫ص‬ٚ
‫اِىبٔبد‬ٚ ‫اسد‬ّٛ‫ث‬ َ‫اال٘زّب‬ ٞ‫س‬ٚ‫اٌؼش‬ ِٓ ‫أطجؼ‬ ‫ٌزٌه‬ ‫غخ‬١‫ٔز‬ٚ .
‫إٌّظّخ‬
‫ّى‬٠ ٟ‫اٌز‬
‫ب‬ٙ١ٍ‫ػ‬ ‫ي‬ٛ‫اٌؾظ‬ ٓ
ٓ‫ّى‬٠ ‫ثّب‬ٚ ‫خ‬١‫اٌؼشال‬ ‫اٌظٕبػبد‬ ٟ‫ف‬ ‫اعزضّبس٘ب‬ٚ
‫إٌّظّبد‬
‫خالي‬ ِٓ ‫ب‬ٙ١‫ف‬ ً‫اٌزغٍغ‬ٚ ‫ب‬ٙ‫اخزشال‬ٚ ‫اق‬ٛ‫األع‬ ٍٝ‫ػ‬ ‫ار‬ٛ‫االعزؾ‬ ِٓ
ُ٠‫رمذ‬
‫خ‬١ٌ‫ػب‬ ‫دح‬ٛ‫ثغ‬ ‫رّزبص‬ ‫ِٕزغبد‬
‫ة‬ٍٛ‫اٌّط‬ ‫اٌشػب‬ ٜٛ‫ِغز‬ ٌُٙ ‫رؾمك‬ٚ
،
ٚ
.‫إٌّبعت‬ ‫لذ‬ٌٛ‫ا‬ ٟ‫ف‬ ٓ‫اٌضثبئ‬ ٌٝ‫ا‬ ً‫رظ‬
‫أل‬ ‫اٌذساعخ‬ ‫عبءد‬ ‫األعبط‬ ‫٘زا‬ ٍٝ‫ػ‬ٚ
( ً١ٍ‫رؾ‬ ‫ك‬١‫رطج‬ ‫خ‬١‫اٌؼشال‬ ‫خ‬١‫اٌظٕبػ‬ ‫اٌششوبد‬ ‫غ‬١‫رغزط‬ ٟ‫ٌى‬ ‫خ‬١ٍ١ٍ‫رؾ‬ ‫لبػذح‬ ‫ش‬١‫ف‬ٛ‫ر‬ ً‫ع‬
VRIO
)
‫او‬ ‫ِغبي‬ ٟ‫ف‬ ‫ش‬٠‫ؽذ‬ ‫ة‬ٍٛ‫أع‬ ٖ‫ثبػزجبس‬
‫زغبة‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ٚ
،
‫عالػ‬ ‫خ‬١ٕ‫اٌزم‬ ٖ‫٘ز‬ ‫أطجؾذ‬ ‫ار‬
‫٘زا‬ ٟ‫ف‬ ُِٙٚ ‫فؼبي‬ ٟ‫رٕبفغ‬
،‫اٌّغبي‬
ٞ‫ئد‬٠ ‫ثّب‬ٚ
‫ثبٌّٕظّبد‬
‫ألدا‬ ٌٗٚ‫رٕب‬ ٟ‫ف‬ ٌٟ‫اٌؾب‬ ‫اٌجؾش‬ ‫خ‬١ّ٘‫أ‬ ‫ٍّٔظ‬ ‫ٕ٘ب‬ ِٓ .‫خ‬١‫اٌزٕبفغ‬ ‫ب‬ٙ‫ضر‬١ِ ‫ض‬٠‫ٌزؼض‬ ‫االسرمبء‬ٚ ‫ض‬١ّ‫اٌز‬ ٌٝ‫ا‬
‫ح‬
،‫إٌّظّبد‬ ‫ٔغبػ‬ ٟ‫ف‬ ‫ؽغبعخ‬ٚ ‫ّخ‬ِٙ
ً‫رزّض‬ ٚ
ً١ٍ‫ثزؾ‬
(
VRIO
‫ا‬ٌّٛ‫ا‬ ‫ثذساعخ‬ ٕٝ‫ؼ‬٠ ٞ‫اٌز‬ )
‫اٌّزبؽخ‬ ‫اٌّمذساد‬ٚ ‫االِىبٔبد‬ٚ ‫سد‬
.
‫ثبٌّمذساد‬ ‫رزّزغ‬ ‫إٌّظّخ‬ ً‫غؼ‬٠ ‫األداح‬ ٖ‫٘ز‬ َ‫اعزخذا‬ ْ‫ا‬
ٟ‫اٌز‬ ‫اٌّخزٍفخ‬ ‫اسد٘ب‬ِٛٚ ‫ب‬ٙ‫رّزٍى‬ ٟ‫اٌز‬ ‫ب‬ٙ‫اِىبٔبر‬ ‫ش‬٠ٛ‫رط‬ ٟ‫ف‬ ‫رغبػذ٘ب‬ ٟ‫اٌز‬
‫عّؼخ‬ ‫ٔبي‬ ‫لذ‬ ٗٔٛ‫و‬ ٟٔ‫ذا‬١ٌّ‫ا‬ ‫اٌغبٔت‬ ‫ك‬١‫ٌزطج‬ ‫خ‬١ٌ‫اٌشعب‬ ‫ٌألٌجغخ‬ ‫إٌغف‬ ًّ‫ِؼ‬ ‫بس‬١‫اخز‬ ُ‫ر‬ ‫لذ‬ٚ .‫اٌّغزذاِخ‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫ثٕبء‬ ٟ‫ف‬ ُ٘‫رغب‬
‫أ٘ذا‬ ‫ك‬١‫رؾم‬ ً‫اع‬ ِٓٚ .‫ق‬ٛ‫اٌغ‬ ٟ‫ف‬ ‫ش‬١‫وج‬ ً‫ثشى‬ ‫ق‬ٛ‫رف‬ٚ ٍّٗ‫ػ‬ ‫ِغبي‬ ٟ‫ف‬ ً‫خ‬‫ج‬١‫ؽ‬
ٍٝ‫ػ‬ ‫ِمغّخ‬ ‫ِجبؽش‬ ‫أسثؼخ‬ ٟ‫ف‬ ٗ‫ىٍز‬١٘ ُ‫ر‬ ‫فمذ‬ ‫اٌجؾش‬ ‫ف‬
: ٟ‫ر‬٢‫وب‬ٚ ‫ػذح‬ ‫فمشاد‬
-

‫ي‬ٚ‫األ‬ ‫اٌّجؾش‬
‫اٌجؾش‬ ‫خ‬١‫غ‬ِٕٙ :
.

ٌ‫ا‬ : ٟٔ‫اٌضب‬ ‫اٌّجؾش‬
ً١ٍ‫زؾ‬
( ‫ٌٍجؾش‬ ٞ‫إٌظش‬
ً١ٍ‫رؾ‬
(
VRIO
)
)‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ٚ
.

ٌ‫ا‬ : ‫اٌضبٌش‬ ‫اٌّجؾش‬
ً١ٍ‫زؾ‬
‫االسرجبؽ‬ ‫ػاللبد‬ ‫اخزجبس‬ ًّ‫ش‬٠ٚ ‫ٌٍجؾش‬ ٟٔ‫ذا‬١ٌّ‫ا‬
‫ش‬١‫اٌزؤص‬ٚ
.‫ب‬ٍٙ١ٍ‫رؾ‬ٚ ‫اٌجؾش‬ ‫شاد‬١‫ِزغ‬ ٓ١‫ث‬

‫اٌشاثغ‬ ‫اٌّجؾش‬
. ‫اٌجؾش‬ ‫ب‬ٙ‫ث‬ ‫خشط‬ ٟ‫اٌز‬ ‫بد‬١‫ط‬ٛ‫اٌز‬ٚ ‫االعزٕزبعبد‬ :
/ ‫ي‬ٚ‫األ‬ ‫اٌّجضج‬
‫اٌجضج‬ ‫خ‬١‫ز‬ِٕٙ
: ‫خ‬١‫ر‬٢‫ا‬ ‫اٌفمشاد‬ ‫فك‬ٚ ٍٝ‫ػ‬ ٌٟ‫اٌؾب‬ ‫اٌجؾش‬ ‫خ‬١‫غ‬ٌّٕٙ ‫خ‬١‫األعبع‬ ‫اد‬ٛ‫اٌخط‬ ‫اٌّجؾش‬ ‫٘زا‬ ‫غزؼشع‬٠
-
‫ا‬‫ال‬ٚ‫أ‬
‫اٌجضج‬ ‫ِشىٍخ‬ :
:
‫اٌجؾ‬ ‫ِشىٍخ‬ ٍٝ‫رغ‬
ٟ‫ر‬٢‫ا‬ ‫ظ‬١‫اٌشئ‬ ‫اٌزغبإي‬ ‫خالي‬ ِٓ ‫ش‬
((
٠ ً٘
‫ذسن‬
ٞ‫ش‬٠‫ِذ‬
ًّ‫ِؼ‬
‫إٌغف‬/‫اٌغب٘ضح‬ ‫االٌجغخ‬
‫االششف‬
(
‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬
)
( ً١ٍ‫رؾ‬ ‫خ‬١ّ٘‫أ‬
VRIO
)
‫األعئٍخ‬ ‫رٌه‬ ٓ‫ػ‬ ‫زفشع‬٠ٚ ))‫؟‬ً‫ب‬١‫رٕبفغ‬ ‫ِؾزذِخ‬ ‫ئخ‬١‫ث‬ ً‫ظ‬ ٟ‫ف‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ ٟ‫ف‬
: ‫خ‬١‫ر‬٢‫ا‬
-

َ‫اعزخذا‬ ُ‫ز‬٠ ً٘
ً١ٍ‫رؾ‬
(
VRIO
)
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫ض‬٠‫رؼض‬ ٟ‫ف‬ ُٙ‫غ‬٠ ً‫ثشى‬ ‫خ‬١ٌ‫اٌشعب‬ ‫ٌألٌجغخ‬ ‫إٌغف‬ ًّ‫ِؼ‬ ٟ‫ف‬
‫ب‬ٙ‫اعزذاِز‬ٚ
‫؟‬

ٓ١‫ث‬ ‫اسرجبؽ‬ ‫ػاللخ‬ ‫عذ‬ٛ‫ر‬ ً٘
ً١ٍ‫رؾ‬
(
VRIO
)
ٚ
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬
‫؟‬

‫ش‬١‫رؤص‬ ‫عذ‬ٛ٠ ً٘
ً١ٍ‫رؾ‬
(
VRIO
)
ٟ‫ف‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬
‫؟‬
‫ا‬‫ب‬١ٔ‫حب‬
‫اٌجضج‬ ‫خ‬١ّ٘‫أ‬ :
:
ٟ‫ؾبو‬٠ ٗٔٛ‫و‬ ِٓ ‫اٌجؾش‬ ‫خ‬١ّ٘‫أ‬ ‫رٕجغ‬
ٝ‫ثخط‬ ٌُ‫اٌؼب‬ ٍٝ‫ػ‬ ‫ٕفزؼ‬٠ ٞ‫اٌز‬ ‫ض‬٠‫اٌؼض‬ ‫ثٍذٔب‬ ٟ‫ف‬ ‫اٌظٕبػخ‬ ‫ِظبدس‬ ِٓ ً‫ا‬‫ِظذس‬
‫اٌجؾش‬ ‫خ‬١ّ٘‫أ‬ ‫ٍّٔظ‬ ْ‫أ‬ ‫ّىٕٕب‬٠ ‫خ‬١‫ر‬٢‫ا‬ ‫إٌمبؽ‬ ِٓٚ ،‫االششف‬ ‫إٌغف‬ ٟ‫ف‬ ‫خ‬١ٌ‫اٌشعب‬ ‫األٌجغخ‬ ًّ‫ثّؼ‬ ‫رٌه‬ ً‫زّض‬٠ٚ ‫اصمخ‬ٚ

ٖ‫رغبػذ‬ ‫ح‬ٛ‫ل‬ ‫ثٕبء‬ ٌٟ‫ثبٌزب‬ٚ ‫إٌغبػ‬ ‫ك‬١‫ٌزؾم‬ ‫اٌفشص‬ ‫اوزغبة‬ ٟ‫ف‬ ‫إٌّبفغخ‬ ‫س‬ٚ‫د‬ ٍٝ‫ػ‬ ‫ء‬ٛ‫اٌؼ‬ ‫عٍؾ‬ ٗٔ‫ا‬
‫األ٘ذاف‬ ‫ك‬١‫رؾم‬ٚ ‫اٌجمبء‬ ٍٝ‫ػ‬
١ِ ‫ك‬١‫ثزؾم‬ ً‫رزّض‬ ٟ‫اٌز‬ٚ
،‫ِغزذاِخ‬ ‫خ‬١‫رٕبفغ‬ ‫ضح‬
.‫خ‬١ٌ‫اٌشعب‬ ‫االٌجغخ‬ ‫طٕبػخ‬ ‫ِغبي‬ ٟ‫ف‬ ‫ش‬١‫اٌىض‬ ‫خ‬١‫اٌؼشال‬ ‫ٌٍظٕبػخ‬ ‫ف‬١‫ؼ‬١‫ع‬ ‫ِّب‬

ٜ‫ِذ‬ٚ ‫اٌجؾش‬ ‫شاد‬١‫ِزغ‬ ‫ص‬ٛ‫ثخظ‬ ٞ‫اٌجشش‬ٚ ٞ‫اٌّبد‬ٚ ٌٟ‫اٌّب‬ ‫اٌّغبي‬ ٟ‫ف‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ًّ‫اٌّؼ‬ ‫لذساد‬ٚ ‫اِىبٔبد‬ ٍٝ‫ػ‬ ‫اٌزؼشف‬
‫ا‬ ‫الغ‬ٌٛ‫ا‬ ٍٝ‫ػ‬ ‫ّب‬ٙ‫م‬١‫رطج‬
.ًّ‫اٌّؼ‬ ً‫داخ‬ ٍٟ‫ٌفؼ‬

ٟ‫اٌز‬ ‫إٌزبئظ‬ ‫خالي‬ ِٓ ٗ‫ز‬١ّ٘‫أ‬ ‫اٌجؾش‬ ‫غزّذ‬٠
١‫ع‬
‫ب‬ٙ١ٌ‫ا‬ ً‫ط‬ٛ‫اٌز‬ ُ‫ز‬
ٚ
‫اٌؼاللخ‬ ‫ؼخ‬١‫ؽج‬ ‫رؾذد‬ ٟ‫اٌز‬
‫ش‬١‫اٌزؤص‬ٚ
ٓ١‫ث‬
ً١ٍ‫رؾ‬
(
VRIO
)
ٚ
‫اعزذاِخ‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
‫إٌّظّبد‬ ‫افبدح‬ ٜ‫ِذ‬ٚ ،
ٟ‫ف‬ ‫إٌزبئظ‬ ٖ‫٘ز‬ ِٓ
‫ب‬ٙ‫بر‬١‫غ‬١‫اعزشار‬ٚ ‫ب‬ٙ‫خطط‬
.
‫ا‬‫ب‬‫حبٌخ‬
:
‫اٌجضج‬ ‫أ٘ذاف‬
:
‫ِؼشفخ‬ ٌٝ‫ا‬ ‫اٌجؾش‬ ‫ذف‬ٙ٠
( ً١ٍ‫رؾ‬ ‫اصش‬
VRIO
)
ٟ‫ف‬
‫اعزذاِخ‬
‫خ‬١ٌ‫اٌشعب‬ ‫ٌألٌجغخ‬ ‫إٌغف‬ ًّ‫ِؼ‬ ٟ‫ف‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
: ‫خ‬١‫ر‬٢‫ا‬ ‫خ‬١‫اٌفشػ‬ ‫األ٘ذاف‬ ‫خالي‬ ِٓ
-
‫أ‬
.
ُ٠‫رمذ‬
ً١ٍ‫رؾ‬
‫اٌجؾش‬ ‫شاد‬١‫ثّزغ‬ ‫زؼٍك‬٠ ٟ‫ِؼشف‬
‫خ‬١‫اٌفشػ‬ ٖ‫أثؼبد‬ٚ
.
‫ة‬
.
ٓ١‫ث‬ ‫اٌؼاللخ‬ ً١ٍ‫رؾ‬
ً١ٍ‫رؾ‬
(
VRIO
)
ٚ
‫اعزذاِخ‬
.ًّ‫اٌّؼ‬ ٟ‫ف‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
‫د‬
.
‫اخزجبس‬
‫ش‬١‫رؤص‬
ً١ٍ‫رؾ‬
(
VRIO
)
ٚ ‫االلزشاؽبد‬ ُ٠‫رمذ‬ ٚ ًّ‫اٌّؼ‬ ٟ‫ف‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ ٟ‫ف‬ ٗ‫ِغبّ٘ز‬ ٜ‫ِذ‬ٚ
‫ثخ‬ٍٛ‫اٌّط‬ ‫بد‬١‫ط‬ٛ‫اٌز‬
‫اٌّغبي‬ ‫٘زا‬ ٟ‫ف‬
.

3. ‫ِزٍخ‬
‫ربِؼخ‬
‫وشثالء‬
‫خ‬١ٍّ‫اٌؼ‬
–
‫اٌّزٍذ‬
‫اٌشاثغ‬
‫ػشش‬
-
‫اٌؼذد‬
‫اٌشاثغ‬
/ ٍّٟ‫ػ‬ /
6
201
15
‫اٌجضج‬ ‫ِخطظ‬ : ‫ساثؼب‬
ٟ‫اٌفشض‬
:
‫ِخطؾ‬ ‫ثٕبء‬ ُ‫ر‬ ،ٗ‫أ٘ذاف‬ٚ ‫اٌجؾش‬ ‫ِشىٍخ‬ ‫ء‬ٛ‫ػ‬ ٟ‫ف‬
‫أصش‬ ٓ١‫ج‬٠ ٟ‫فشػ‬
ً١ٍ‫رؾ‬
(
VRIO
)
‫اعزذاِخ‬ ٟ‫ف‬
‫ضح‬١ٌّ‫ا‬
‫اٌّخطؾ‬ ‫٘زا‬ ّٓ‫زؼ‬٠ٚ ،‫اٌجؾش‬ ‫ع‬ٛ‫ػ‬ّٛ‫ث‬ ‫اٌظٍخ‬ ‫راد‬ ‫خ‬٠‫اإلداس‬ ‫بد‬١‫األدث‬ ٍٝ‫ػ‬ ‫االؽالع‬ ‫خالي‬ ِٓ ٖ‫ذ‬٠‫رؾذ‬ ُ‫ر‬ ٞ‫اٌز‬ٚ ‫خ‬١‫اٌزٕبفغ‬
: ‫خ‬١‫ر‬٢‫ا‬ ‫شاد‬١‫اٌّزغ‬
-
1
.
ً‫اٌّغتم‬ ‫ش‬١‫اٌّتغ‬
Independent Variable) (X)
: )
ً‫زّض‬٠ٚ
ً١ٍ‫ثزؾ‬
(
VRIO
)
ٖ‫أثؼبد‬ٚ
،‫إٌذسح‬ ،‫ّخ‬١‫اٌم‬ (‫ثـ‬ ‫اٌّزّضٍخ‬
‫وٍفخ‬
ُ١‫اٌزٕظ‬ ،‫ذ‬١ٍ‫اٌزم‬
‫ّخ‬١‫اٌم‬ ٍٝ‫ػ‬ ‫ي‬ٛ‫ٌٍؾظ‬
)
.
2
.
( ‫ؼتّذ‬ٌُّ‫ا‬ ‫ش‬١‫اٌّتغ‬
Y
)
(Dependent Variable)
:
ً‫زّض‬٠ٚ
‫ثبعزذاِخ‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
‫اٌّزّض‬ ‫ثؤثؼبد٘ب‬
‫ثـ‬ ‫ٍخ‬
،‫(اٌّزبٔخ‬
‫ذ‬١‫اٌزؼم‬
)
.
( ً‫شى‬ ‫ب‬ٕٙ١‫ج‬٠ ‫ِضٍّب‬ٚ
1
)
( ً‫شى‬
1
)
/
ٟ‫اٌفشػ‬ ‫اٌجؾش‬ ‫ِخطؾ‬
‫اٌجبؽش‬ ‫اػذاد‬ ِٓ : ‫اٌّظذس‬
‫اٌجضج‬ ‫بد‬١‫فشض‬ : ‫خبِغب‬
:
: ‫خ‬١‫ر‬٢‫ا‬ ‫بد‬١‫اٌفشػ‬ ‫خالي‬ ِٓ ‫ٌٍّشىٍخ‬ ٗ‫ِؼبٌغز‬ ٟ‫ف‬ ٌٟ‫اٌؾب‬ ‫اٌجؾش‬ ‫أطٍك‬
1
.
ٌٝٚ‫األ‬ ‫غخ‬١‫اٌشئ‬ ‫خ‬١‫اٌفشض‬
ٓ١‫ث‬ ‫خ‬٠ٕٛ‫ِؼ‬ ‫دالٌخ‬ ‫راد‬ ‫اسرجبؽ‬ ‫ػاللخ‬ ‫عذ‬ٛ‫ر‬ :
ً١ٍ‫رؾ‬
(
VRIO
)
ٚ
‫اعزذاِخ‬
‫لذ‬ٚ ،‫ثؤثؼبد٘ب‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
: ‫خ‬١‫ر‬٢‫ا‬ ‫خ‬١‫اٌفشػ‬ ‫بد‬١‫اٌفشػ‬ ‫ب‬ٕٙ‫ػ‬ ‫أجضمذ‬

‫ّخ‬١‫اٌم‬ ٓ١‫ث‬ ‫خ‬٠ٕٛ‫ِؼ‬ ‫دالٌخ‬ ‫راد‬ ‫اسرجبؽ‬ ‫ػاللخ‬ ‫عذ‬ٛ‫ر‬
‫ثؤثؼبد٘ب‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ٚ
.

‫إٌذسح‬ ٓ١‫ث‬ ‫خ‬٠ٕٛ‫ِؼ‬ ‫دالٌخ‬ ‫راد‬ ‫اسرجبؽ‬ ‫ػاللخ‬ ‫عذ‬ٛ‫ر‬
‫ثؤثؼبد٘ب‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ٚ
.

ٓ١‫ث‬ ‫خ‬٠ٕٛ‫ِؼ‬ ‫دالٌخ‬ ‫راد‬ ‫اسرجبؽ‬ ‫ػاللخ‬ ‫عذ‬ٛ‫ر‬
‫وٍفخ‬
‫ذ‬١ٍ‫اٌزم‬
‫ثؤثؼبد٘ب‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ٚ
.

ُ١‫اٌزٕظ‬ ٓ١‫ث‬ ‫خ‬٠ٕٛ‫ِؼ‬ ‫دالٌخ‬ ‫راد‬ ‫اسرجبؽ‬ ‫ػاللخ‬ ‫عذ‬ٛ‫ر‬
‫ثؤثؼبد٘ب‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ٚ
.
2
.
‫اٌف‬
‫خ‬١ٔ‫اٌخب‬ ‫غخ‬١‫اٌشئ‬ ‫خ‬١‫شض‬
‫خ‬٠ٕٛ‫ِؼ‬ ‫دالٌخ‬ ٚ‫ر‬ ‫ش‬١‫رؤص‬ ‫عذ‬ٛ٠ :
ً١ٍ‫ٌزؾ‬
(
VRIO
)
ٟ‫ف‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬
‫ب‬ٕٙ‫ػ‬ ‫أجضمذ‬ ‫لذ‬ٚ ،
: ‫خ‬١‫ر‬٢‫ا‬ ‫خ‬١‫اٌفشػ‬ ‫بد‬١‫اٌفشػ‬

ٟ‫ف‬ ‫ّخ‬١‫ٌٍم‬ ‫خ‬٠ٕٛ‫ِؼ‬ ‫دالٌخ‬ ٚ‫ر‬ ‫ش‬١‫رؤص‬ ‫عذ‬ٛ٠
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬
.

ٟ‫ف‬ ‫ٌٍٕذسح‬ ‫خ‬٠ٕٛ‫ِؼ‬ ‫دالٌخ‬ ٚ‫ر‬ ‫ش‬١‫رؤص‬ ‫عذ‬ٛ٠
‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬
‫خ‬١‫اٌزٕبفغ‬
.

‫خ‬٠ٕٛ‫ِؼ‬ ‫دالٌخ‬ ٚ‫ر‬ ‫ش‬١‫رؤص‬ ‫عذ‬ٛ٠
‫ا‬ ‫ٌىٍفخ‬
ٟ‫ف‬ ‫ذ‬١ٍ‫ٌزم‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬
.

ٟ‫ف‬ ُ١‫ٌٍزٕظ‬ ‫خ‬٠ٕٛ‫ِؼ‬ ‫دالٌخ‬ ٚ‫ر‬ ‫ش‬١‫رؤص‬ ‫عذ‬ٛ٠
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬
.
‫عبدعب‬
:
‫اٌجضج‬ ‫د‬ٚ‫صذ‬
1
.
: ‫خ‬١ٔ‫اٌّىب‬ ‫د‬ٚ‫اٌضذ‬
‫اعشاء‬ ‫ٌغشع‬ ‫خ‬١ٌ‫اٌشعب‬ ‫ٌألٌجغخ‬ ‫إٌغف‬ ًّ‫ثّؼ‬ ‫ٌٍجؾش‬ ‫خ‬١ٔ‫اٌّىب‬ ‫د‬ٚ‫اٌؾذ‬ ً‫رزّض‬
ٖ‫بس‬١‫اخز‬ ُ‫ر‬ ‫لذ‬ٚ ،ٟٔ‫ذا‬١ٌّ‫ا‬ ‫اٌغبٔت‬
٠ ‫ٌّب‬
ٟ‫ف‬ ‫لخ‬ٛ‫ِزف‬ ‫خ‬١ٍّ‫ػ‬ ‫ت‬١ٌ‫أعب‬ٚ ‫ؽشائك‬ٚ ‫لذساد‬ٚ ‫اِىبٔبد‬ ِٓ ٗ‫ّزٍى‬
‫اٌجٍذ‬ ٟ‫ف‬ ُِٙ ٟ‫طٕبػ‬ ‫لطبع‬
.
2
.
: ‫خ‬١ِٕ‫اٌض‬ ‫د‬ٚ‫اٌضذ‬
‫ِب‬ ‫ٌٍّذح‬ ‫ٌٍجؾش‬ ‫خ‬١‫اٌشخظ‬ ‫اٌّمبثالد‬ ‫اعشاء‬ٚ ٍّٟ‫اٌؼ‬ ‫ٌٍغبٔت‬ ‫بٔبد‬١‫اٌج‬ ‫عّغ‬ ‫خ‬١ٍّ‫ػ‬ ‫أٔغضد‬ ‫ٌمذ‬
ٓ١‫ث‬
1
/
8
/
2015
َ
‫خ‬٠‫ٌغب‬ٚ
22
/
8
/
2015
.
3
.
‫اسد‬ٌّٛ‫ا‬
‫خ‬٠‫اٌجشش‬
‫حخ‬ٛ‫اٌّجض‬
:
ً‫رزّض‬
‫اسد‬ٌّٛ‫ا‬
‫صخ‬ٛ‫اٌّجؾ‬ ‫ٕخ‬١‫ثبٌؼ‬ ‫ٌٍجؾش‬ ‫خ‬٠‫اٌجشش‬
ٟ‫اٌز‬ٚ
‫ٕخ‬١‫اٌؼ‬ ُ‫ؽغ‬ ‫ثٍغ‬ ‫ار‬ )ٞ‫لظذ‬ ( ً‫ثشى‬ ‫شد‬١‫اخز‬
(
30
)
ً‫ب‬٠‫بد‬١‫ل‬
‫شؼجخ‬ٚ ُ‫لغ‬ ‫ظ‬١‫سئ‬ٚ ‫ش‬٠‫ِذ‬ ‫ثّٕظت‬
،‫خ‬٠‫اداس‬
‫خ‬١‫أزبع‬ٚ ‫خ‬١‫م‬٠ٛ‫رغ‬
ًّ‫اٌّؼ‬ ٟ‫ف‬
‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬
.
ً١ٍ‫تض‬
(
VRIO
)
X
‫ّخ‬١‫اٌم‬
X1
‫إٌذسح‬
X2
‫ذ‬١ٍ‫اٌتم‬
X3
ُ١‫اٌتٕظ‬
X4
‫اعتذاِخ‬
‫ضح‬١ٌّ‫ا‬
‫خ‬١‫اٌتٕبفغ‬
Y
‫اٌّتبٔخ‬
y1
‫ذ‬١‫اٌتؼم‬
y2
‫استجبط‬ ‫ػاللخ‬
‫ػاللخ‬
‫ش‬١‫تأح‬

4. ‫ِزٍخ‬
‫ربِؼخ‬
‫وشثالء‬
‫خ‬١ٍّ‫اٌؼ‬
–
‫اٌّزٍذ‬
‫اٌشاثغ‬
‫ػشش‬
-
‫اٌؼذد‬
‫اٌشاثغ‬
/ ٍّٟ‫ػ‬ /
6
201
16
‫عبثؼب‬
:
‫اٌجضج‬ ‫اد‬ٚ‫أد‬
:
‫اٌجؾش‬ ‫ؾمك‬٠ ْ‫أ‬ ً‫أع‬ ِٓ
: ‫خ‬١‫ر‬٢‫ا‬ ‫اد‬ٚ‫األد‬ ‫اػزّبد‬ ُ‫ر‬ ،ٗ‫أ٘ذاف‬
1
.
ٌ‫ا‬ ‫اد‬ٚ‫أد‬
ً١ٍ‫تض‬
: ٞ‫إٌظش‬
ً‫اٌشعبئ‬ٚ ‫اٌىزت‬ ٟ‫ف‬ ‫رّضٍذ‬ٚ
‫س‬ٛ‫اٌجؾ‬ٚ ‫بد‬٠‫س‬ٚ‫اٌذ‬ٚ ‫ؼ‬٠‫االؽبس‬ٚ
.‫ذ‬١ٔ‫األٔزش‬ ‫ِبد‬ٍٛ‫ٌٍّؼ‬ ‫ـخ‬١ٌٚ‫اٌذ‬ ‫اٌشـجىخ‬ٚ ،
2
.
ٌ‫ا‬ ‫اد‬ٚ‫أد‬
ً١ٍ‫تض‬
: ٟٔ‫ذا‬١ٌّ‫ا‬
: ٟ٘ٚ ‫اٌغبٔت‬ ‫زا‬ٙ‫ث‬ ‫اٌخبطخ‬ ‫ِبد‬ٍٛ‫اٌّؼ‬ٚ ‫بٔبد‬١‫اٌج‬ ‫عّغ‬ ‫ت‬١ٌ‫أعب‬ ِٓ ‫ػذد‬ ‫اػزّبد‬ ُ‫ر‬
-
‫أ‬
.
:‫خ‬١‫اٌشخص‬ ‫اٌّمبثٍخ‬
‫شاد‬١‫ِزغ‬ ‫ص‬ٛ‫ثخظ‬ ُٙ‫آسائ‬ ٍٝ‫ػ‬ ‫ف‬ٛ‫ل‬ٌٛ‫ا‬ ‫ذف‬ٙ‫ث‬ ،‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫ألفشاد‬ ‫خ‬١‫اٌشخظ‬ ‫اٌّمبثالد‬ ِٓ ‫ػذد‬ ‫اعشاء‬ ُ‫ر‬
ٍٝ‫ػ‬ ‫ي‬ٛ‫اٌؾظ‬ ْ‫ٌؼّب‬ ،‫رطشػ‬ ٟ‫اٌز‬ ‫اٌزغبإالد‬ٚ ‫االعزفغبساد‬ ٍٝ‫ػ‬ ‫اإلعبثخ‬ ‫خالي‬ ِٓ ‫االعزجبٔخ‬ ‫فمشاد‬ ‫ؼ‬١‫ػ‬ٛ‫ر‬ ‫وزٌه‬ٚ ،‫اٌجؾش‬
. ‫ثخ‬ٍٛ‫اٌّط‬ ‫اٌذلخ‬
‫ة‬
.
:‫االعتجبٔخ‬ ‫اعتّبسح‬
‫اػزّذد‬
‫اٌجغبؽخ‬ ‫ب‬ٙ‫بغز‬١‫ط‬ ٟ‫ف‬ ‫ذ‬١‫ػ‬ٚ‫س‬ ‫لذ‬ٚ ،‫اٌالصِخ‬ ‫ِبد‬ٍٛ‫اٌّؼ‬ٚ ‫بٔبد‬١‫اٌج‬ ٍٝ‫ػ‬ ‫ي‬ٛ‫ٌٍؾظ‬ ‫ٌٍجؾش‬ ٗ‫غ‬١‫سئ‬ ‫أداح‬
،‫اٌجؾش‬ ‫شاد‬١‫ِزغ‬ ‫ض‬١‫رشخ‬ ٟ‫ف‬ ‫ػ‬ٛ‫ػ‬ٌٛ‫ا‬ٚ
ٚ
‫ػشش‬ ‫اؽذ‬ ّٓ‫زؼ‬٠ ٟ‫سرج‬ ‫بط‬١‫ِم‬ ‫اػزّبد‬ ُ‫ر‬
( ‫سرجخ‬
0
‫ـ‬ %
100
( ‫ٍِؾك‬ ‫أظش‬ )%
1
)
.
ٟ‫اإلصصبئ‬ ً١ٍ‫اٌتض‬ ‫اد‬ٚ‫أد‬ : ُ‫ب‬ِٕ‫حب‬
:
‫خ‬١‫اإلؽظبئ‬ ً١ٍ‫اٌزؾ‬ ‫اد‬ٚ‫أد‬ ‫اػزّبد‬ ُ‫ر‬
:ٟ‫ر‬٢‫وب‬ ‫اخزجبس٘ب‬ٚ ٗ‫ِخطط‬ٚ ‫اٌجؾش‬ ‫بد‬١‫فشػ‬ ً١ٍ‫ٌزؾ‬ ‫ٕخ‬١‫اٌّج‬
1
.
: ‫خ‬١‫صف‬ٌٛ‫ا‬ ‫خ‬١‫اإلصصبئ‬ ‫ت‬١ٌ‫األعب‬
: ٟ‫ر‬٢‫وب‬ٚ ‫ب‬ٙ‫رشزز‬ٚ ‫اٌذساعخ‬ ‫ٕخ‬١‫ػ‬ ‫اعبثبد‬ ‫رّشوض‬ ِٓ ‫ٌٍزؾمك‬ َ‫رغزخذ‬

: ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌضغبث‬ ‫عظ‬ٌٛ‫ا‬
. ‫اٌذساعخ‬ ‫شاد‬١‫ٌّزغ‬ ‫ٕخ‬١‫اٌؼ‬ ‫أفشاد‬ ‫اعزغبثخ‬ ٜٛ‫ِغز‬ ‫ذ‬٠‫ٌزؾذ‬

: ٞ‫بس‬١‫اٌّؼ‬ ‫االٔضشاف‬
. ‫خ‬١‫اٌؾغبث‬ ‫ب‬ٙ‫عبؽ‬ٚ‫أ‬ ٓ‫ػ‬ ‫االعزغبثخ‬ ُ١‫ٌم‬ ‫اٌزشزذ‬ ٜٛ‫ِغز‬ ‫ٌّؼشفخ‬

: ‫االختالف‬ ًِ‫ِؼب‬
. ٟ‫اٌؾغبث‬ ‫ب‬ٙ‫عط‬ٚ ٓ‫ػ‬ ُ١‫اٌم‬ ٟ‫ف‬ ‫االخزالف‬ ‫ِمذاس‬ ْ‫ب‬١‫ث‬ٚ ‫اٌذساعخ‬ ‫ٕخ‬١‫ػ‬ ‫أفشاد‬ ‫اعبثبد‬ ‫ٔزبئظ‬ ً١ٍ‫ٌزؾ‬
2
.
: ‫خ‬١ٍ١ٍ‫اٌتض‬ ‫خ‬١‫اإلصصبئ‬ ‫ت‬١ٌ‫األعب‬

: ‫ظ‬١‫اٌجغ‬ ‫االستجبط‬ ًِ‫ِؼب‬
ٓ٠‫ش‬١‫ِزغ‬ ٓ١‫ث‬ ‫اٌؼاللخ‬ ‫ح‬ٛ‫ل‬ ‫بط‬١‫ٌم‬ َ‫عزخذ‬ُ‫أ‬
.

: ‫اٌّتؼذد‬ ‫االستجبط‬ ًِ‫ِؼب‬
. ‫شاد‬١‫ِزغ‬ ‫صالصخ‬ ٓ١‫ث‬ ‫اٌؼاللخ‬ ‫ح‬ٛ‫ل‬ ‫بط‬١‫ٌم‬ َ‫عزخذ‬ُ‫أ‬

: ‫ظ‬١‫اٌجغ‬ ٟ‫اٌخط‬ ‫االٔضذاس‬ ًِ‫ِؼب‬
. ‫اٌّؼزّذ‬ ‫ش‬١‫اٌّزغ‬ ٟ‫ف‬ ‫أفشاد‬ ٍٝ‫ػ‬ ً‫ال‬‫و‬ ‫اٌّغزمٍخ‬ ‫شاد‬١‫اٌّزغ‬ ‫أصش‬ ‫الخزجبس‬ َ‫خذ‬ِ‫ز‬‫ع‬ُ‫ا‬

: ‫اٌّتؼذد‬ ‫االٔضذاس‬ ًِ‫ِؼب‬
ٟ‫ف‬ ٓ١‫ِغزّؼ‬ ‫اٌّغزمٍخ‬ ‫شاد‬١‫اٌّزغ‬ ‫أصش‬ ‫الخزجبس‬ َ‫خذ‬ِ‫ز‬‫ع‬ُ‫ا‬
. ‫اٌّؼزّذ‬ ‫ش‬١‫اٌّزغ‬

‫ش‬١‫اٌتفغ‬ ًِ‫ِؼب‬
R2)
: )
‫اٌّؼزّذ‬ ‫ش‬١‫اٌّزغ‬ ٟ‫ف‬ ‫اٌؾبطٍخ‬ ‫شاد‬١‫اٌزغ‬ ‫ِمذاس‬ ‫ؼ‬١‫ػ‬ٛ‫ٌز‬ َ‫خذ‬ِ‫ز‬‫ع‬ُ‫ا‬

( ‫اختجبس‬
t
: )
. ‫االسرجبؽ‬ ‫ػاللبد‬ ‫خ‬٠ٕٛ‫ِؼ‬ ‫الخزجبس‬ َ‫زخذ‬ِ‫ع‬ُ‫ا‬

( ‫اختجبس‬
F
: )
. ‫ش‬١‫اٌزؤص‬ ‫ػاللبد‬ ‫خ‬٠ٕٛ‫ِؼ‬ ‫اخزجبس‬ ٟ‫ف‬ َ‫خذ‬ِ‫ز‬‫ع‬ُ‫ا‬

( ٟ‫اإلؽظبئ‬ ‫اٌجشٔبِظ‬ َ‫اعزخذا‬ ُ‫ر‬
SPSS
‫اٌج‬ ‫ٌّؼبٌغخ‬ )
. ‫بٔبد‬١
ٟٔ‫اٌخب‬ ‫اٌّجضج‬
/
‫اٌزبٔت‬
ٞ‫إٌظش‬
‫ي‬ٚ‫زٕب‬٠
‫٘زا‬
‫اٌّجؾش‬
ً١ٍ‫رؾ‬
(
VRIO
)
١ّ٘‫األ‬ٚ َٛٙ‫اٌّف‬ ‫ش‬١‫ؽ‬ ِٓ
‫خ‬
،‫إٌذسح‬ ،‫ّخ‬١‫(اٌم‬ ‫ثـ‬ ‫اٌّزّضٍخ‬ ‫األثؼبد‬ٚ
‫وٍفخ‬
،‫ذ‬١ٍ‫اٌزم‬
ُ١‫اٌزٕظ‬
‫ّخ‬١‫اٌم‬ ٍٝ‫ػ‬ ‫ي‬ٛ‫ٌٍؾظ‬
)
ٚ ،
‫اعزذاِخ‬
‫ش‬١‫ؽ‬ ِٓ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
‫خ‬١ّ٘‫األ‬ٚ َٛٙ‫اٌّف‬
‫اثؼبد٘ب‬ٚ
،‫(اٌّزبٔخ‬ ‫ثـ‬ ‫اٌّزّضٍخ‬
‫اٌزؼ‬
‫ذ‬١‫م‬
: ٟ‫ؤر‬٠ ‫وّب‬ٚ )
-
: ‫ال‬ٚ‫أ‬
ً١ٍ‫تض‬
(
VRIO
)
1
.
‫خ‬١ّ٘‫األ‬ٚ َٛٙ‫اٌّف‬
:
‫٘زا‬ ‫ؼذ‬٠
ً١ٍ‫اٌزؾ‬
‫إلوّب‬ ‫خ‬١‫األعبع‬ ‫األداح‬
،‫ٌٍّٕظّخ‬ ٍٟ‫اٌذاخ‬ ً١ٍ‫اٌزؾ‬ ‫خ‬١ٍّ‫ػ‬ ‫ي‬
‫اٌؼؼف‬ ‫ٔمبؽ‬ٚ ‫خ‬١ٍ‫اٌذاخ‬ ‫ح‬ٛ‫اٌم‬ ‫ٔمبؽ‬ ‫رؾذد‬ ْ‫ا‬ ٓ‫اٌّّى‬ ِٓ ‫ش‬١‫ؽ‬
‫خ‬١ٍ‫اٌذاخ‬
،‫ٌٍّٕظّخ‬
‫ذ‬١ٌٛ‫ر‬ ٟ‫ف‬ ‫ب‬ٙ١ٍ‫ػ‬ ‫رؼزّذ‬ ٟ‫اٌز‬ٚ ‫ٌٍّٕظّخ‬ ‫اٌّخزٍفخ‬ ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ ً‫و‬ ً١ٍ‫رؾ‬ ٓ‫اٌّّى‬ ِٓ ‫ظجؼ‬٠ٚ
‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ٚ
،‫خ‬١‫اٌزٕبفغ‬
‫ػؾخ‬ِٛ ٟ٘ٚ ‫ٌٍّٕظّخ‬ ٟ‫اٌزٕبفغ‬ ‫لف‬ٌّٛ‫ا‬ ‫رؾذد‬ ٟ‫اٌز‬ ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ ‫ي‬ٛ‫ؽ‬ ‫رغؤي‬ ْ‫أ‬ ‫غت‬٠ ‫أعئٍخ‬ ‫أسثؼخ‬ ٍٝ‫ػ‬ ‫ؼزّذ‬٠ ٛ٘ٚ
( ‫ي‬ٚ‫ثبٌغذ‬
1
)
: ٟ‫االر‬
(
Barney&Hesterly,2012:86
)
( ‫ي‬ٚ‫عذ‬
1
/)
‫ٌٍّٕظّخ‬ ‫خ‬١ٍ‫اٌذاخ‬ ‫اٌؼؼف‬ٚ ‫ح‬ٛ‫اٌم‬ ‫ٔمبؽ‬ٚ ‫اسد‬ٌّٛ‫ا‬ ٍٝ‫ػ‬ ‫اٌّؼزّذ‬ ً١ٍ‫اٌزؾ‬ ‫ِغ‬ ً‫اط‬ٛ‫ٌٍز‬ ‫خ‬٠‫س‬ٚ‫اٌؼش‬ ‫األعئٍخ‬
1
‫ّخ‬١‫اٌم‬ ٓ‫ػ‬ ‫عئاي‬
‫خ‬١‫ئ‬١‫اٌج‬ ‫اٌفشص‬ ‫اعزضّبس‬ ِٓ ‫إٌّظّخ‬ ٓ‫رّى‬ ‫اسد‬ٌّٛ‫ا‬ ً٘
‫خ‬١‫ئ‬١‫اٌج‬ ‫ذاد‬٠‫ذ‬ٙ‫اٌز‬ ‫ض‬١ٍ‫رم‬ ٚ‫ا‬ / ٚ
2
‫إٌذسح‬ ٓ‫ػ‬ ‫عئاي‬
‫خ‬١ٌ‫اٌؾب‬ ‫اسد‬ٌّٛ‫ا‬ ً٘
ً‫لج‬ ِٓ ‫ب‬ٙ١ٍ‫ػ‬ ‫طش‬١‫ِغ‬
‫اٌّزٕبفغخ‬ ‫إٌّظّبد‬ ِٓ ً١ٍ‫ل‬ ‫ػذد‬
3
‫ذ‬١ٍ‫اٌزم‬ ٓ‫ػ‬ ‫عئاي‬
ٚ‫ا‬ ‫ب‬ٍِٙ‫رىب‬ ‫ػٕذ‬ ‫اٌىٍفخ‬ ‫ضح‬١ِ ‫ٌزؤخز‬ ‫اسد‬ٌّٛ‫ا‬ ٗ‫اع‬ِٛ ْٚ‫ثذ‬ ‫إٌّظّبد‬ ًّ‫رؼ‬
‫ش٘ب‬٠ٛ‫رط‬ ‫ػٕذ‬
4
ُ١‫اٌزٕظ‬ ٓ‫ػ‬ ‫عئاي‬
ٟ‫ف‬ ‫االعزضّبساد‬ ُ‫رذػ‬ ٟ‫ٌى‬ ُ‫رٕظ‬ ٜ‫األخش‬ ‫إٌّظّبد‬ ‫بعبد‬١‫ع‬ٚ ‫اعشاءاد‬ ً٘
‫اسد‬ٌّٛ‫ا‬ ‫ذ‬١ٍ‫رم‬ ‫وٍفخ‬ٚ ‫ٔذسح‬ٚ ‫ّخ‬١‫ل‬
Source: Barney, Jay, & Hesterly, William, "Strategic Management and Competitive
Advantage : Concepts and Cases" 3rd Edition, Pearson, New Jersey,2010:70.

5. ‫ِزٍخ‬
‫ربِؼخ‬
‫وشثالء‬
‫خ‬١ٍّ‫اٌؼ‬
–
‫اٌّزٍذ‬
‫اٌشاثغ‬
‫ػشش‬
-
‫اٌؼذد‬
‫اٌشاثغ‬
/ ٍّٟ‫ػ‬ /
6
201
17
‫ار‬
‫أشبس‬
ِٓ ً‫ال‬‫و‬
(
Bateman&Snell,2009:148
ٟ‫اٌز‬ ‫اٌّؼشفخ‬ٚ ‫اٌخجشاد‬ ٚ‫أ‬ ‫بساد‬ٌّٙ‫ا‬ ِٓ ‫ػخ‬ّٛ‫ِغ‬ ‫ٕ٘بن‬ ْ‫أ‬ ٌٝ‫ا‬ )
‫دح‬ٛ‫ٌٍغ‬ ً‫ا‬‫ِظذس‬ ْٛ‫رى‬ ْ‫أ‬ ٓ‫اٌّّى‬ ِٓ ٟ٘ٚ ٓ١‫إٌّبفغ‬ ِٓ ٍٝ‫أػ‬ ‫خ‬١‫رٕبفغ‬ ‫لذسح‬ ‫ب‬ٙ١‫رؼط‬ ٟ‫اٌز‬ٚ ‫ب‬ٙ‫أٔشطز‬ٚ ‫ب‬ٙ‫بر‬١ٍّ‫ػ‬ ٟ‫ف‬ ‫إٌّظّخ‬ ‫ب‬ٙ‫رّبسع‬
.)‫ذ٘ب‬١ٍ‫رم‬ ٓ‫ّى‬٠ ‫ال‬ٚ ‫ِٕظّخ‬ٚ ‫ّخ‬١‫ل‬ٚ ‫(ٔبدسح‬ ‫اسد‬ٌّٛ‫ا‬ ْٛ‫رى‬ ‫ػٕذِب‬ ً‫رزشى‬ٚ ‫اإلثذاع‬ٚ
‫ارفك‬ٚ
ُِٕٙٚ ٓ١‫اٌجبؽض‬ٚ ‫اٌىزبة‬ ِٓ ‫ش‬١‫وض‬
:ٟ‫االر‬
;Ren,etal.,2010:80;Lewis,etal.,2010:1034;Ortega,etal.,2010:1285;Arend&Levesque,2010:
915;Sheehan,2012:67; Hoglund,2012:127 ;Hitt,etal.,2011:82 & (Barney&Hesterly,2010:69)
‫رؾمك‬ ٟ‫اٌز‬ ‫اسد‬ٌّٛ‫ا‬ ‫خظبئض‬ ‫ذ‬٠‫رؾذ‬ ٍٝ‫ػ‬
‫اعزذاِخ‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
( ً١ٍ‫رؾ‬ ‫خالي‬ ِٓ ‫ٌٍّٕظّخ‬
VRIO
‫ػخ‬ّٛ‫ِغ‬ ‫ؽشػ‬ ُ‫ز‬٠ ‫ار‬ )
( ‫ّخ‬١‫ثبٌم‬ ‫اٌّزؼٍمخ‬ ‫األعئٍخ‬ ِٓ
V
( ‫إٌذسح‬ٚ )
R
( ‫ذ‬١ٍ‫اٌزم‬ ‫خ‬١ٔ‫اِىب‬ َ‫ػذ‬ٚ )
I
( ُ١‫اٌزٕظ‬ٚ )
O
،)
: ٟ‫ر‬٢‫وب‬ ‫ب‬ٙ‫ؼبؽ‬٠‫ا‬ ٓ‫ّى‬٠ٚ
-

) ‫ّخ‬١‫اٌم‬ ( ‫ي‬ٚ‫األ‬ ‫االخزجبس‬
. ‫ف‬١ٌ‫اٌزىب‬ ً١ٍ‫رم‬ ٚ‫أ‬ ‫ؼبد‬١‫اٌّج‬ ‫بدح‬٠‫ص‬ ٍٝ‫ػ‬ ‫رغبػذ‬ ‫اسد‬ٌّٛ‫ا‬ ً٘ :

) ‫إٌذسح‬ ( ٟٔ‫اٌضب‬ ‫االخزجبس‬
. ‫اسد‬ٌّٛ‫ا‬ ٖ‫ز‬ٌٙ ْٚ‫فزمش‬٠ ٓ٠‫اٌز‬ ٓ١‫إٌّبفغ‬ ِٓ ٍٝ‫أػ‬ ‫رؾمك‬ ‫رغؼٍه‬ ‫ش‬١‫ثؾ‬ ‫ٔبدسح‬ ‫اسد‬ٌّٛ‫ا‬ ً٘ :

) ‫ذ‬١ٍ‫اٌزم‬ ( ‫اٌضبٌش‬ ‫االخزجبس‬
. ‫اسد‬ٌّٛ‫ا‬ ٖ‫٘ز‬ ‫ذ‬١ٍ‫رم‬ ْٛ‫إٌّبفغ‬ ‫غ‬١‫غزط‬٠ ً٘ :

) ُ١‫اٌزٕظ‬ ( ‫اٌشاثغ‬ ‫االخزجبس‬
‫ػ‬ ُ‫ثٕؼ‬ ‫اإلعبثخ‬ ‫رّذ‬ ‫أرا‬ ‫فمؾ‬ ‫اٌغئاي‬ ‫٘زا‬ ‫ؽشػ‬ ُ‫ز‬٠ ‫ش‬١‫(ؽ‬ :
)‫اٌغبثمخ‬ ‫األعئٍخ‬ ٟ‫ثبل‬ ٓ
.
ٚ
‫وّب‬
‫إٌّظّخ‬ ‫اِىبٔبد‬ٚ ‫اسد‬ِٛ ُ١١‫ٌزم‬ ‫بس‬١‫ِؼ‬ ‫ب‬ٙٔٛ‫و‬ ٓ‫ػ‬ ً‫ال‬‫فؼ‬ ‫اسد‬ٌٍّٛ ‫ظ‬١٠‫ِمب‬ ‫أسثغ‬ ٍٝ‫ػ‬ ‫اٌىزبة‬ٚ ٓ١‫اٌجبؽض‬ ِٓ ‫ػخ‬ّٛ‫ِغ‬ ‫ارفك‬
ٌ‫ا‬ ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ ٟ‫ف‬ ‫(إٌذسح‬ ٟ٘ٚ
،ٜ‫األخش‬ ‫إٌّظّبد‬ ‫ب‬ٙ‫رّزٍى‬ ‫ال‬ ٟ‫ز‬
‫رغزط‬ ‫ال‬ ‫إٌّبفغخ‬ ‫إٌّظّبد‬ ْ‫أ‬ ٞ‫أ‬ ‫ذ‬١ٍ‫اٌزم‬ ‫ثخ‬ٛ‫طؼ‬ٚ
‫ذ‬١ٍ‫رم‬ ‫غ‬١
‫ٌى‬ٚ ‫ذ٘ب‬١ٍ‫رم‬ ‫غ‬١‫رغزط‬ ‫ب‬ٙٔ‫أ‬ ٚ‫أ‬ ‫إٌّظّخ‬ ‫خ‬١ٍ‫لبث‬
‫ِٕظّخ‬ٚ ،‫ٕخ‬١ّ‫ص‬ٚ ‫خ‬١ٌ‫ػب‬ ‫ثىٍفخ‬ ٚ‫أ‬ ‫ثخ‬ٛ‫ثظؼ‬ ٓ
)
: ٟ‫االر‬ ُِٕٙٚ
-
Bonjour&Micaelli,2010,324;Foon&Nair,2010:74-75;Sandberg&Aman,2010:97;
Tian,etal.,2010:240;Srivastava&Franfwick,2011:158;Andersen,2011:88;Ahn&York,2011:259
Othman&Sheehan,2011:8;; Antoldi,etal.,2011:32 ;Santini,etal.,2011:162; Klein,2011:21;
Lazzarini,2012:67;Chang etal.,2012:91;Johnson,etal.,2012:54;Hinterhuber,2013:796;
Fensterseifer&Rastoin,2013:271.
‫فمذ‬ ‫خ‬١ّ٘‫األ‬ ‫ش‬١‫ؽ‬ ِٓٚ
( ِٓ ً‫و‬ ‫ؽذد‬
Osullivan&Abela,2007:80
(ٚ)
Anderson,2011:89
‫ائذ‬ٛ‫اٌف‬ ِٓ ‫ػذد‬ ‫ٕ٘بن‬ ْ‫ا‬ )
‫خ‬١‫األعبع‬
ً١ٍ‫ٌزؾ‬
(
VRIO
: ٟ‫ر‬٢‫ا‬ ‫ب‬ِٕٙ )

. ‫خ‬١‫اٌزٕبفغ‬ ‫ضاد‬١ٌّ‫ا‬ ً١ٍ‫رؾ‬ ‫خ‬١ٔ‫اِىب‬ ‫ِغ‬ ‫ٌٍّٕظّخ‬ ‫ّخ‬١‫اٌم‬ ‫خٍك‬ ٌٝ‫ا‬ ‫د‬ٛ‫رم‬ ٟ‫اٌز‬ٚ ‫خ‬١ٍ‫فبػ‬ ‫اإلِىبٔبد‬ ‫أوضش‬ ‫ذ‬٠‫رؾذ‬ ٟ‫ف‬ ‫غبػذ‬٠

‫ب‬ٙ‫بع‬١‫ل‬ ‫ثخ‬ٛ‫اٌظؼ‬ ِٓ ٟ‫اٌز‬ ‫اسد‬ٌّٛ‫ا‬ ‫بط‬١‫ٌم‬ ‫خ‬١ٔ‫اِىب‬
. ‫ب‬ٙ‫ؼز‬١‫ؽج‬ ٟ‫ف‬ ‫اٌزؤوذ‬ َ‫ػذ‬ ّٓ‫رزؼ‬ ٟ‫اٌز‬ٚ ‫عخ‬ٌٍّّٛ‫ا‬ ‫ش‬١‫غ‬ ‫اسد‬ٌّٛ‫ا‬ ً‫ِض‬

‫أ‬ ُٙ‫ف‬
‫ٌٍّٕظّخ‬ ‫اٌؼؼف‬ٚ ‫ح‬ٛ‫اٌم‬ ‫ٌٕمبؽ‬ ً‫فؼ‬
‫رغبػذ‬ ٟ‫اٌز‬
‫خ‬١ٍّ‫ػ‬ ٟ‫ف‬ ‫اٌّذساء‬
‫خ‬١‫غ‬١‫االعزشار‬ ‫اٌمشاساد‬ ‫طٕغ‬
ٚ
( ً١ٍ‫رؾ‬ ‫ز‬١‫رٕف‬
SWOT
.)

‫اٌّغزذاِخ‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌٍّ ً‫ا‬‫ِظذس‬ ‫اٌّخزٍفخ‬ ‫اسد‬ٌّٛ‫ا‬ ْٛ‫رى‬ ْ‫أ‬ ٓ‫ّى‬٠ ‫ف‬١‫و‬ ‫ش‬١‫رفغ‬ ٟ‫ف‬ ‫غبػذ‬٠
.
‫اٌظذد‬ ‫ٔفظ‬ ٟ‫ف‬ٚ
‫فمذ‬
( ٓ١‫ث‬
Lin,etal.,2012:18
‫ائذ‬ٛ‫ف‬ ‫صالصخ‬ ‫ٕ٘بن‬ ْ‫ا‬ )
ً١ٍ‫ٌزؾ‬
(
VRIO
: ٟ‫وبالر‬ٚ )

‫غز‬٠ ٗٔ‫ا‬
،‫األٔشطخ‬ ٍٝ‫ػ‬ ‫اٌّؼزّذ‬ ً‫اٌّذخ‬ َ‫خذ‬
‫اٌؼ‬ ٍٝ‫ػ‬ ‫اٌّؼزّذ‬ ‫األداء‬ ُ١١‫ثزم‬ َٛ‫م‬٠ٚ
،‫ٔشبؽ‬ ً‫ٌى‬ ‫اٌّؾذدح‬ ‫خ‬١‫األعبع‬ ًِ‫ا‬ٛ
‫فمؾ‬ ‫ظ‬١ٌ ‫رٌه‬ٚ
ٟ‫اٌز‬ ‫اسد‬ٌّٛ‫ا‬ ‫خالي‬ ِٓ ‫بد‬١ٍّ‫ٌٍؼ‬ ً‫أفؼ‬ ُٙ‫ف‬ ِٓ ٓ‫ّى‬٠
‫بد‬١‫غ‬١‫االعزشار‬ ‫خالي‬ ِٓ ‫ٌخ‬ٛٙ‫ثغ‬ ٟ‫رؾبو‬ ‫وزٌه‬ ٓ‫ٌى‬ٚ ‫ّخ‬١‫اٌم‬ ‫رخٍك‬
. ‫اٌخطؾ‬ ‫ز‬١‫ٌزٕف‬ ‫خ‬٠‫س‬ٚ‫اٌؼش‬

‫ذ‬١‫ِف‬ ٗٔ‫ا‬
،‫ٌٍّٕظّخ‬ ٌٟ‫اٌؾب‬ ‫لغ‬ٌّٛ‫ا‬ ‫الوزشبف‬
‫٘زا‬ ٍٝ‫ػ‬ َٛ‫اٌخظ‬ ‫ِغ‬ ‫ِمبسٔخ‬ ‫اإلِىبٔبد‬ ‫ثٕبء‬ٚ ‫اِزالن‬ ٟ‫ف‬ ‫شاد‬١‫اٌزغ‬ ‫ىشف‬٠ ٗٔ‫فؤ‬
َٛ‫ٌٍخظ‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫ِغ‬ ‫ٌٍّمبسٔخ‬ ‫خ‬١‫إٌغج‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ِغ‬ ‫األعبط‬
.

. ‫خ‬١‫ى‬١ِ‫ٕب‬٠‫اٌذ‬ ‫ب‬ٙ‫اِىبٔبر‬ٚ ‫ٌٍّٕظّخ‬ ‫اسد‬ٌّٛ‫ا‬ ‫اداسح‬ ‫ض‬٠‫رؼض‬ ِٓ ٓ‫ّى‬٠ ٗٔ‫ا‬
‫ارفك‬ٚ
ِٓ ً‫ال‬‫و‬
(
Jugdev&Mathur,2012:107
(ٚ)
Lin,etal.,2012:8;26
)
‫ِغ‬
(
Barney&Hesterly,2010:69
)
‫ال‬ٚ )‫ذح‬٠‫(فش‬ ‫ٔبدسح‬ٚ )‫خ‬٠‫االلزظبد‬ ‫ّخ‬١‫اٌم‬ ٟ‫(رؼط‬ ‫ٕخ‬١ّ‫ص‬ ‫ب‬ٙٔ‫ثؤ‬ ‫خ‬١‫غ‬١‫االعزشار‬ ‫اسد‬ٌّٛ‫ا‬ ‫خظبئض‬ ‫خض‬٠ ‫ّب‬١‫ف‬
‫ثخ‬ٛ‫(طؼ‬ ‫ذ٘ب‬١ٍ‫رم‬ ٓ‫ّى‬٠
ُ‫(اٌذػ‬ ّٟ١‫اٌزٕظ‬ ُ‫اٌذػ‬ ّٓ‫رزؼ‬ٚ )‫ب‬ٙ‫اعزٕغبخ‬
،‫بد‬١ٍّ‫اٌؼ‬ ،ٞ‫اإلداس‬
،)‫األٔظّخ‬
‫اٌّزىبفئ‬ ‫اٌزٕبفظ‬ ‫رؾمك‬ ‫إٌّظّخ‬ ْ‫ا‬ ٌٝ‫ا‬ ‫ا‬ٚ‫أشبس‬ ‫ش‬١‫ؽ‬
‫ػ‬
،)‫ّخ‬١‫(ل‬ ‫ٕخ‬١ّ‫ص‬ ‫اسد٘ب‬ِٛ ْٛ‫رى‬ ‫ٕذِب‬
‫ػٕذِب‬ٚ
‫اسد٘ب‬ِٛ ْٛ‫رى‬
‫راد‬
ً‫ب‬‫ِؼ‬ ‫ٔبدسح‬ٚ ‫ّخ‬١‫ل‬
‫عزؾ‬ ‫ب‬ٙٔ‫فؤ‬
،)‫دح‬ٚ‫(ِؾذ‬ ‫ِئلزخ‬ ‫خ‬١‫رٕبفغ‬ ‫ضح‬١ِ ‫مك‬
‫ّٕب‬١‫ث‬
‫عز‬ ‫ب‬ٙٔ‫فؤ‬ ‫ذ٘ب‬١ٍ‫رم‬ ٓ‫ّى‬٠ ‫ال‬ٚ ‫ٔبدسح‬ٚ ‫ٕخ‬١ّ‫ص‬ ‫إٌّظّخ‬ ‫اسد‬ِٛ ْٛ‫رى‬ ‫ػٕذِب‬
،‫اٌّغزذاِخ‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫ؾمك‬
ٖ‫٘ز‬ ِٓ ‫ؽبٌخ‬ ً‫و‬ ْ‫ا‬ ٓ١‫ؽ‬ ٟ‫ف‬
‫ضح‬١ٌّ‫ا‬ ِٓ ‫ي‬ٛ‫اٌزؾ‬ ‫إٌّظّخ‬ ‫أسادد‬ ‫ِب‬ ‫ارا‬ٚ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ٌٝ‫ا‬ ‫اٌّزىبفئ‬ ‫اٌزٕبفظ‬ ِٓ ‫ي‬ٛ‫ٌززؾ‬ ّٟ١‫اٌزٕظ‬ ُ‫اٌذػ‬ ٌٝ‫ا‬ ‫رؾزبط‬ ‫اٌؾبالد‬
‫خ‬١‫اٌزٕبفغ‬
ٌٝ‫ا‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
‫اٌّغزذاِخ‬
‫رؼزجش‬ ٟ‫اٌز‬ ‫خ‬١‫غ‬١‫االعزشار‬ ‫اسد٘ب‬ِٛ ‫ِغ‬ ‫اٌؼاللخ‬ ٟ‫ف‬ ّٟ١‫اٌزٕظ‬ ُ‫اٌذػ‬ ‫بدح‬٠‫ص‬ ٌٝ‫ا‬ ‫رؾزبط‬ ‫ب‬ٙٔ‫فؤ‬
( ً‫اٌشى‬ ٟ‫ف‬ ‫وّب‬ٚ ً‫اِض‬ ‫اعزغالي‬ٚ ‫غ‬٠‫ص‬ٛ‫ر‬ٚ ‫اداسح‬ ٌٝ‫ا‬ ‫رؾزبط‬ ٟ‫اٌز‬ٚ ‫ّخ‬ِٙ
2
)
ٟ‫االر‬
:

6. ‫ِزٍخ‬
‫ربِؼخ‬
‫وشثالء‬
‫خ‬١ٍّ‫اٌؼ‬
–
‫اٌّزٍذ‬
‫اٌشاثغ‬
‫ػشش‬
-
‫اٌؼذد‬
‫اٌشاثغ‬
/ ٍّٟ‫ػ‬ /
6
201
18
( ً‫شى‬
2
/ )
‫إٌّظّخ‬ ‫اسد‬ِٛ ‫اداسح‬ ٓ١‫ث‬ ‫شثؾ‬٠ ّٟ١٘‫ِفب‬ ‫رط‬ّٛٔ
ٚ
‫خظ‬
‫بئض‬
(
VRIO
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫ِغ‬ )
( ‫أشبس‬ٚ
Rothaermel,2015:104-105
‫ا‬ٛٔ‫أ‬ ٌٝ‫ا‬ ‫ٕظش‬٠ ،‫اسد‬ٌّٛ‫ا‬ ٍٝ‫ػ‬ ُ‫اٌمبئ‬ ‫رط‬ٌّٕٛ‫ا‬ ٟ‫ف‬ )
‫ألداء‬ ‫وّفزبػ‬ ‫اسد‬ٌّٛ‫ا‬ ِٓ ‫ٕخ‬١‫ِؼ‬ ‫ع‬
( ً‫ب‬ّ١‫ل‬ ْٛ‫ى‬٠ ْ‫أ‬ ‫غت‬٠ ،‫خ‬١‫رٕبفغ‬ ‫ضح‬١ٌٍّ ‫أعبعب‬ ْٛ‫ى‬١ٌ ‫سد‬ٌّٛ‫ا‬ ‫لخ‬ٛ‫اٌّزف‬ ‫إٌّظّبد‬
V
( ً‫ا‬‫ٔبدس‬ ،)
R
( ‫ذ‬١ٍ‫اٌزم‬ ‫ِىٍفخ‬ٚ ،)
I
،)
ٚ
ْٛ‫ى‬٠ ْ‫ا‬ ‫غت‬٠
( ُ١‫رٕظ‬ ‫ٕ٘بن‬
O
)
‫إٌّظّخ‬ ‫اسد‬ٌّٛ
‫ٌٍؾظ‬
ٍٝ‫ػ‬ ‫ي‬ٛ
ٌ‫ا‬
‫ّخ‬١‫م‬
٠ٚ .‫اسد‬ٌّٛ‫ا‬ ‫رٍه‬ ِٓ
‫رط‬ٌّٕٛ‫ا‬ ‫٘زا‬ ّٟ‫غ‬
‫ث‬
ً١ٍ‫زؾ‬
VRIO
،‫رط‬ٌّٕٛ‫ا‬ ‫زا‬ٌٙ ‫فمب‬ٚٚ
‫ش‬١٠‫اٌّؼب‬ ‫غ‬١ّ‫ع‬ ٟ‫رٍج‬ ٟ‫اٌز‬ ‫اسد‬ٌّٛ‫ا‬ ‫ب‬ٙ٠‫ٌذ‬ ْٛ‫ى‬٠ ‫ػٕذِب‬ ‫فمؾ‬ ‫خ‬١‫رٕبفغ‬ ‫ضح‬١ِ ٍٝ‫ػ‬ ‫اٌؾفبظ‬ٚ ‫ي‬ٛ‫اٌؾظ‬ ‫ٌٍّٕظّخ‬ ٓ‫ّى‬٠
VRIO
،
‫ذ‬٠‫رؾذ‬ ُ‫ز‬٠ ‫ار‬
ٟ‫ف‬ ‫اسد‬ٌّٛ‫ا‬
ً١ٍ‫رؾ‬
VRIO
‫بغخ‬١‫ط‬ ‫ػٕذ‬ ‫ب‬ِٕٙ ‫ذ‬١‫رغزف‬ ْ‫أ‬ ‫ٌٍّٕظّخ‬ ٓ‫ّى‬٠ ٟ‫اٌز‬ ‫لذساد‬ ‫خ‬٠‫أ‬ ‫وزٌه‬ٚ ،‫ي‬ٛ‫األط‬ ً‫و‬ ًّ‫ٌزش‬ ‫اعغ‬ٚ ‫ٔطبق‬ ٍٝ‫ػ‬
ٟ‫اٌز‬ ‫خ‬٠‫٘ش‬ٛ‫اٌغ‬ ‫اٌّمذساد‬ ‫ألؽذ‬ ‫عئاي‬ ٟ‫ف‬ ‫سد‬ٌّٛ‫ا‬ ٛ٘ ‫اٌمشاساد‬ ‫شغشح‬ ٟ‫ف‬ ‫اٌّذسعخ‬ ‫اٌغّبد‬ ‫دساعخ‬ ٓ‫ّى‬٠ ‫وّب‬ .‫خ‬١‫غ‬١‫االعزشار‬ ‫ز‬١‫رٕف‬ٚ
‫ٌٍّٕظّخ‬ ‫خ‬١‫رٕبفغ‬ ‫ضح‬١ِ ‫اعزذاِخ‬ ُ‫رذػ‬
( ً‫اٌشى‬ ٟ‫ف‬ ‫وّب‬ٚ
3
)
ٌٟ‫اٌزب‬
:
( ً‫شى‬
3
‫خ‬١‫اٌزٕبفغ‬ ‫االصبس‬ ٓ‫ػ‬ ‫ٌٍىشف‬ ‫اٌمشاس‬ ‫شغشح‬ : ‫اسد‬ٌّٛ‫ا‬ ٍٝ‫ػ‬ ‫اٌّغزٕذح‬ ‫إٌظشح‬ ‫ك‬١‫رطج‬ / )
‫المدخالت‬ ‫وسطية‬ ‫مخرجات‬ ‫المخرجات‬
)‫إٌّظّخ‬ ‫بد‬١ٍّ‫ػ‬ ‫إداسح‬ ِٓ ‫خ‬١‫اٌتٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫(دسرخ‬
‫خصبئص‬ ‫ك‬١‫(تضم‬
(VRIO
)‫إٌّظّخ‬ ‫اسد‬ِٛ ‫(إداسح‬
‫بسيطة‬ ‫منفعة‬ ‫ذات‬ ‫موارد‬
‫بسيطة‬ ‫الية‬ ‫ذات‬ ‫موارد‬
‫معقدة‬ ‫منفعة‬ ‫ذات‬ ‫موارد‬
‫معقدة‬ ‫الية‬ ‫ذات‬ ‫موارد‬
‫القيمة‬
‫الدعم‬
‫التنظيمي‬
‫الندرة‬
‫إمكانية‬
‫التقليد‬
‫متكافئ‬ ‫تنافس‬
‫مؤقئة‬ ‫تنافسية‬ ‫ميزة‬
‫تنافسية‬ ‫ميزة‬
‫مستدامة‬
Source: Jugdev ,Kam & Mathur, Gita "Classifying Project Management Resources by
Complexity and Leverage” International Journal of Managing Projects in Business,Vol.5
No.1,2012:117.
‫ّخ‬١‫ل‬
V
ٔ
‫ب‬
‫دسح‬
R
‫ِىٍف‬
‫خ‬
‫ذ‬١ٍ‫ٌٍتم‬
I
ُ١‫اٌتٕظ‬
‫ّخ‬١‫اٌم‬ ‫ٌمٕص‬
O
‫استدامة‬
‫الميزة‬
‫التنافسية‬
‫تنافس‬
‫غير‬ ‫من‬
‫ميزة‬
‫تعادل‬
‫تنافسي‬
‫ميزة‬
‫تنافسية‬
‫مؤقتة‬
‫ميزة‬
‫تنافسية‬
‫مؤقتة‬
.... ‫المقدرات‬ ‫او‬ ‫واإلمكانات‬ ‫الموارد‬ ‫ان‬ ‫هل‬
...‫المنظمة‬ ‫وان‬
‫نعم‬
‫نعم‬
‫كال‬
‫كال‬
‫نعم‬
‫كال‬
‫نعم‬
‫كال‬
Source: Rothaermel, Frank T. "Strategic Management",2nd
edition, McGraw-Hill Education, New
York, USA, 2015:105.

7. ‫ِزٍخ‬
‫ربِؼخ‬
‫وشثالء‬
‫خ‬١ٍّ‫اٌؼ‬
–
‫اٌّزٍذ‬
‫اٌشاثغ‬
‫ػشش‬
-
‫اٌؼذد‬
‫اٌشاثغ‬
/ ٍّٟ‫ػ‬ /
6
201
19
‫ب‬ِٕٙ ‫غزفبد‬٠ ٟ‫اٌز‬ٚ ‫اٌّؼشفخ‬ٚ ٍُ‫اٌزؼ‬ ‫غخ‬١‫ٔز‬ ‫ب‬ٙ٠‫ٌذ‬ ُ‫رزشاو‬ ٟ‫اٌز‬ٚ ‫إٌّظّخ‬ ‫ب‬ٙ‫رّزٍى‬ ٟ‫اٌز‬ ‫ب‬ٙ‫اػ‬ٛٔ‫ثؤ‬ ‫اسد‬ٌّٛ‫ا‬ ْ‫ا‬ ‫ي‬ٛ‫اٌم‬ ٓ‫ّى‬٠ ‫عجك‬ ‫ِّب‬ٚ
‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ ‫ك‬١‫رؾم‬ ٛ‫ٔؾ‬ ‫ب‬ٙٙ‫اع‬ٛ‫ر‬ ٟ‫اٌز‬ ‫اٌؼمجبد‬ ً‫و‬ ‫ب‬ٙ‫ث‬ ‫ص‬ٚ‫رزغب‬ ٟ‫اٌز‬ ‫ب‬ٙ‫ظبئف‬ٚٚ ‫ب‬ٙ‫أٔشطز‬ ‫ز‬١‫رٕف‬ ٟ‫ف‬
‫خ‬١‫اٌزٕبفغ‬
‫اعزّشاس‬ ّٓ‫رؼ‬ ٟ‫اٌز‬
،‫األػّبي‬ ‫ئخ‬١‫ث‬ ٟ‫ف‬ ‫ب‬ٙ‫ٔغبؽ‬
ٚ
ً١ٍ‫رؾ‬ ‫ف‬٠‫رؼش‬ ٓ‫ّى‬٠
(
VRIO
)
‫اسد٘ب‬ِٛ ُ١١‫رم‬ ً‫اع‬ ِٓ ‫إٌّظّبد‬ ‫ب‬ِٙ‫رغزخذ‬ ٟ‫اٌز‬ ‫خ‬١ٍ١ٍ‫اٌزؾ‬ ‫االداح‬ ٗٔ‫ثؤ‬
‫اٌّغزذاِخ‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌٍّ ‫ب‬ٍٙ‫ط‬ٛ‫ر‬ ٟ‫اٌز‬ ‫ب‬ٙ‫ِمذسار‬ ّٟٕ‫ر‬ ٟ‫اٌز‬ ‫خ‬١‫غ‬١‫االعزشار‬ ‫ب‬ٙ‫اِىبٔبر‬ٚ
‫اِىبٔبد‬ٚ ‫اسد‬ِٛ ‫اِزالن‬ ‫خالي‬ ِٓ
‫رزظف‬
‫ٍخ‬٠ٛ‫ؽ‬ ‫بد‬٠‫ٌّذ‬ ‫ب‬ٙ‫أ٘ذاف‬ ‫رؾمك‬ ْ‫أ‬ ‫إٌّظّخ‬ ‫غ‬١‫رغزط‬ ً‫ثشى‬ ‫ِٕظّخ‬ٚ ٓ١‫إٌّبفغ‬ ً‫لج‬ ِٓ ‫ذ٘ب‬١ٍ‫رم‬ ‫ثخ‬ٛ‫طؼ‬ٚ ‫ّخ‬١‫اٌم‬ٚ ‫ثبٌٕذسح‬
.
2
.
‫أثؼبد‬
ً١ٍ‫تض‬
(
VRIO
)
‫أ‬
.
‫ّخ‬١‫اٌم‬
VALUABLE (V)
‫ٕ٘بن‬
‫ا‬ ‫إٌّظّخ‬ ٟ‫ف‬ ‫ب‬ٙ١ٍ‫ػ‬ ‫طش‬١‫اٌّغ‬ ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ ‫ّخ‬١‫ل‬ ‫ذ‬٠‫ٌزؾذ‬ ‫اؽذ‬ٚ ‫ك‬٠‫ؽش‬
‫ّخ‬١‫اٌم‬ ‫عٍغٍخ‬ ‫ثذساعخ‬ ٗٔ
،‫ٌٍّٕظّخ‬
‫٘زا‬ ‫س‬ٛ‫ؽ‬ ‫لذ‬ٚ
( ‫اٌىبرت‬ ْ‫ٌذ‬ ِٓ ‫ة‬ٍٛ‫األع‬
Porter
ٌٝ‫ا‬ ‫ّخ‬١‫ل‬ ‫ف‬١‫رؼ‬ ٟ‫اٌز‬ ‫خ‬٠ٛٔ‫اٌضب‬ٚ ‫غخ‬١‫اٌشئ‬ ‫األٔشطخ‬ ِٓ ‫شح‬١‫وج‬ ‫ػخ‬ّٛ‫ِغ‬ ‫إٌّظّخ‬ ‫رؼذ‬ ٗ‫عج‬ّٛ‫ث‬ ‫ار‬ )
٘‫اٌّغب‬ ٍٝ‫ػ‬ ‫ب‬ٙ‫لذسر‬ ‫ذ‬٠‫ٌزؾذ‬ ‫خ‬١ٍ١‫اٌزفظ‬ ‫األٔشطخ‬ ٖ‫٘ز‬ ٟ‫ف‬ ‫اٌؼؼف‬ٚ ‫ح‬ٛ‫اٌم‬ ‫أت‬ٛ‫ع‬ ‫دساعخ‬ ٓ‫ّى‬٠ ُ‫ص‬ ِٓٚ ٟ‫بئ‬ٌٕٙ‫ا‬ ‫إٌّزظ‬
‫ضح‬١ِ ‫خٍك‬ ٟ‫ف‬ ‫ّخ‬
.‫ٌٍّٕظّخ‬ ‫خ‬١‫رٕبفغ‬
(
Barney&Hesterly,2010:72
)
(ٓ١‫ث‬ٚ
Pearce&Robinson,2011:154
‫ػٕذِب‬ ‫ّخ‬١‫ل‬ ‫أوضش‬ ‫اسد‬ٌّٛ‫ا‬ ْٛ‫رى‬ )
: ٟ‫ر‬٢‫ثب‬ ‫رزظف‬

.‫إٌّبفغخ‬ ‫إٌّظّبد‬ ِٓ ً‫أفؼ‬ ً‫ثشى‬ ٓ‫اٌضثبئ‬ ‫بعبد‬١‫الؽز‬ ‫ٌالعزغبثخ‬ ‫خ‬٠‫س‬ٚ‫ػش‬

. ‫ذ٘ب‬١ٍ‫رم‬ ٚ‫أ‬ ‫ب‬ٌٙ‫اعزجذا‬ ًٙ‫اٌغ‬ ِٓ ‫ظ‬١ٌٚ ‫ٔبدسح‬

. ‫خ‬١‫م‬١‫اٌؾم‬ ‫األسثبػ‬ ‫رخٍك‬

‫ِغزمشح‬
.‫ب‬ٙ‫ّز‬١‫ل‬ ٟ‫ف‬ ‫االٔخفبع‬ ‫ٍخ‬١ٍ‫ل‬ٚ ‫ٕخ‬١‫ِز‬ٚ
‫الزشاػ‬ ْ‫ا‬
ً١ٍ‫رؾ‬
(
VRIO
‫خ‬١ّ١‫اٌزٕظ‬ ‫األٔشطخ‬ ً‫و‬ ‫فؾض‬ٚ ‫ّخ‬١‫اٌم‬ ‫عٍغٍخ‬ ً١ٍ‫رؾ‬ ٟ‫ف‬ ‫اٌذاػّخ‬ٚ ‫خ‬١‫األعبع‬ ‫األٔشطخ‬ ‫ف‬١‫ظ‬ٛ‫ٌز‬ )
‫ظ‬١٠‫ِمب‬ ٍٝ‫ػ‬ ‫ثبالػزّبد‬
(
VRIO
ٖ‫٘ز‬ٚ ‫خ‬١‫ل‬ٛ‫اٌغ‬ ‫ب‬ٙ‫ِىبٔز‬ ٟ‫ف‬ ٟ‫اٌزٕبفغ‬ ‫لف‬ٌّٛ‫ا‬ ‫رؾذد‬ ْ‫ا‬ ٓ‫اٌّّى‬ ِٓ ٟ‫اٌز‬ ‫اإلِىبٔبد‬ ‫ذ‬٠‫رؾذ‬ٚ )
‫خ‬١ٕ‫اٌزم‬
ٟ‫غ‬١‫االعزشار‬ ‫اٌمشاس‬ ٟ‫طبٔؼ‬ ‫خالي‬ ِٓ ‫ز‬١‫اٌزٕف‬ ‫خ‬١ٍ‫ثفبػ‬ٚ ‫ٌخ‬ٛٙ‫ع‬ ٍٝ‫ػ‬ ‫رغبػذ‬
.
(
Lin,etal.,2012:6
)
ٚ
‫اسد‬ٌّٛ‫ا‬ ْ‫ا‬ ً٘ ‫ب‬ٙ‫ث‬ ‫مظذ‬٠
‫إٌّظّخ‬ ‫أعبثذ‬ ‫ارا‬ ‫اٌزغبإي‬ ‫٘زا‬ ‫خالي‬ ِٓ ، ‫خ‬١‫اٌخبسع‬ ‫ذاد‬٠‫ذ‬ٙ‫اٌز‬ ‫ض‬١ٍ‫رم‬ ٚ‫أ‬ ‫خ‬١‫اٌخبسع‬ ‫اٌفشص‬ ‫اعزضّبس‬ ِٓ ‫إٌّظّخ‬ ٓ‫رّى‬ ‫اإلِىبٔبد‬ٚ
ُ‫ثٕؼ‬ ‫اٌغئاي‬ ‫٘زا‬ ٍٝ‫ػ‬
)‫ثـ(وال‬ ‫اٌغئاي‬ ‫٘زا‬ ٍٝ‫ػ‬ ‫إٌّظّخ‬ ‫أعبثذ‬ ‫ارا‬ ‫أِب‬ ، ‫ب‬ٙ‫ر‬ٛ‫ل‬ ‫ٔمبؽ‬ ‫رغزضّش‬ ْ‫أ‬ ‫غ‬١‫رغزط‬ٚ ‫ّخ‬١‫ل‬ ‫ب‬ٙ‫اِىبٔبر‬ٚ ‫اسد٘ب‬ِٛ ْ‫فؤ‬
‫لبد‬ٚ‫األ‬ ‫ثؼغ‬ ٟ‫ف‬ٚ ٟ‫اٌزٕبفغ‬ ‫ب‬ٙ‫لف‬ِٛ ‫ض‬٠‫رؼض‬ ِٓ ‫إٌّظّخ‬ ٓ‫رّى‬ ‫ّخ‬١‫اٌم‬ ‫خ‬١‫خبط‬ ْ‫ا‬ ‫ش‬١‫ؽ‬ ، ‫فخ‬١‫ػؼ‬ ‫ب‬ٙ‫اِىبٔبر‬ٚ ‫اسد٘ب‬ِٛ ْ‫ا‬ ٟٕ‫ؼ‬٠ ‫زا‬ٙ‫ف‬
ٛ‫ل‬ ْٛ‫رى‬ ْ‫أ‬ ٓ‫ّى‬٠ ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ ‫ثؼغ‬
‫خالي‬ ِٓ ‫إٌّظّخ‬ ‫أداء‬ ٍٝ‫ػ‬ ‫ئصش‬٠ ‫٘زا‬ٚ ٜ‫أخش‬ ‫اق‬ٛ‫أع‬ ٟ‫ف‬ ‫فخ‬١‫ػؼ‬ٚ ٓ١‫ِؼ‬ ‫ق‬ٛ‫ع‬ ٟ‫ف‬ ‫خ‬٠
‫اٌف‬ ‫اعزضّبس‬ ٍٝ‫ػ‬ ‫لبدسح‬ ‫اسد‬ِٛ ِٓ ٗ‫رّزٍى‬ ‫ِب‬ ٍٝ‫ػ‬ ‫ثبالػزّبد‬ ‫والّ٘ب‬ ٚ‫أ‬ ‫اٌىٍف‬ ٟ‫طبف‬ ًٍ‫م‬٠ ٚ‫أ‬ ‫األسثبػ‬ ٟ‫طبف‬ ‫بدح‬٠‫ص‬
‫ض‬١ٍ‫رم‬ ٚ‫أ‬ ‫شص‬
‫والّ٘ب‬ ٚ‫أ‬ ‫ذاد‬٠‫ذ‬ٙ‫اٌز‬
.
(
Barney&Hesterly,2012:87-88
)
‫أشبس‬ٚ
(
Rothaermel,2015:105
)
‫ؼذ‬٠
ٕ١ّ‫ص‬ ‫سد‬ٌّٛ‫ا‬
‫ب‬
ْ‫وب‬ ‫ارا‬
‫غبػذ‬٠
‫إٌّظّخ‬
ٍٝ‫ػ‬
‫ك‬٠‫ؽش‬ ٓ‫ػ‬ ٚ‫أ‬ ‫عزاثخ‬ ‫ِالِؼ‬ ‫اػبفخ‬ ‫ك‬٠‫ؽش‬ ٓ‫ػ‬ ‫اِب‬ ،ٓ١‫ٍى‬ٙ‫اٌّغز‬ ٓ١‫أػ‬ ٟ‫ف‬ ‫اٌخذِخ‬ ٚ‫أ‬ ،‫ٌٍّٕزظ‬ ‫اٌّذسوخ‬ ‫ّخ‬١‫اٌم‬ ‫بدح‬٠‫ص‬
ْ‫أل‬ ‫اٌغؼش‬ ‫خفغ‬
ٌ‫ا‬
ّٛ
‫ر‬ ‫اسد‬
‫غبػذ‬
‫إٌّظّخ‬
ٌ
‫شاداد‬٠‫ا‬ ِٓ ‫ذ‬٠‫ض‬٠ ‫اسد‬ٌّٛ‫ا‬ٚ ،‫ٌٍّٕزظ‬ ‫سح‬ٛ‫اٌّزظ‬ ‫ّخ‬١‫اٌم‬ ‫سفغ‬ ‫خالي‬ ِٓ .‫ب‬ٙ‫ف‬١ٌ‫رىب‬ ‫زخفغ‬
‫ب‬ٙ‫ز‬١‫سثؾ‬ ‫بدح‬٠‫ص‬ ٌٝ‫ا‬ ٞ‫ئد‬٠ ‫ِّب‬ ،‫إٌّظّخ‬
‫ػ‬ ‫ف‬١ٌ‫اٌزىب‬ٚ(
‫عّؾذ‬ ‫ارا‬ .)‫رضداد‬ ‫ال‬ ‫افزشاع‬ ٍٝ
‫اسد‬ِٛ
‫إٌّظّخ‬
‫ذ‬٠‫ض‬٠ ٗٔ‫أ‬ ‫وّب‬ ،‫اٌزىٍفخ‬ ‫ٌخفغ‬
.)‫سح‬ٛ‫اٌّزظ‬ ‫ّخ‬١‫اٌم‬ ‫رزٕبلض‬ ‫ال‬ ‫افزشاع‬ ٍٝ‫(ػ‬ ‫خ‬١‫اٌشثؾ‬ ِٓ
‫ة‬
.
‫إٌذسح‬
(
RARE (R
‫اِىبٔبد‬ٚ ‫اسد‬ِٛ ‫رّزٍه‬ ْ‫أل‬ ‫ِغزؼذح‬ ‫إٌّبفغخ‬ ‫إٌّظّبد‬ ‫ػذد‬ ُ‫و‬ ‫ب‬ٙ‫ث‬ ‫مظذ‬٠ٚ
‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ ْ‫أ‬ ‫ش‬١‫ؽ‬ ‫خبص‬ ً‫ثشى‬ ‫ّخ‬١‫ل‬
ًّ‫اٌّؾز‬ ‫ش‬١‫غ‬ ِٓ ‫اسد‬ٌّٛ‫ا‬ ٖ‫٘ز‬ ‫رؼزجش‬ ‫إٌّبفغخ‬ ‫إٌّظّبد‬ ِٓ ‫ش‬١‫وض‬ ً‫لج‬ ِٓ ‫ب‬ٙ١ٍ‫ػ‬ ‫طش‬١‫اٌّغ‬ ‫اٌخبطخ‬
،‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌٍّ ‫ِظذس‬ ْٛ‫رى‬ ْ‫أ‬
‫ضح‬١ٌٍّ ‫ِظذس‬ ْٛ‫رى‬ ْ‫ا‬ ًّ‫اٌّؾز‬ ِٓ ‫ب‬ٙٔ‫فؤ‬ ٜ‫األخش‬ ‫إٌّظّبد‬ ِٓ ‫ش‬١‫وض‬ ً‫لج‬ ِٓ ‫ب‬ٙ١ٍ‫ػ‬ ‫طش‬١‫ِغ‬ ‫ش‬١‫غ‬ ‫اسد‬ٌّٛ‫ا‬ ْٛ‫رى‬ ‫ػٕذِب‬ ‫فمؾ‬ ‫ٌزٌه‬
. ‫خ‬١‫اٌزٕبفغ‬
(
Barney&Hesterly,2010:75
)
‫أشبس‬ٚ
(
Rothaermel,2015:106
ِٓ ً١ٍ‫ل‬ ‫ػذد‬ ٚ‫أ‬ ‫فمؾ‬ ‫اؽذ‬ٚ ‫ارا‬ ‫ٔبدس‬ ‫سد‬ٌّٛ‫ا‬ )
‫إٌّظّبد‬
‫عذ‬ٛ‫ر‬ ‫ال‬ ‫ش‬١‫ؽ‬ ‫اٌىبٍِخ‬ ‫إٌّبفغخ‬ ٌٝ‫ا‬ ٞ‫ئد‬١‫ع‬ ٗٔ‫فب‬ ،‫شبئغ‬ ‫سد‬ٌّٛ‫ا‬ ْ‫وب‬ ‫ارا‬ .‫سد‬ٌّٛ‫ا‬ ‫رٌه‬ ‫رٍّه‬
‫ِٕظّخ‬
ٍٝ‫ػ‬ ‫اٌؾفبظ‬ ٍٝ‫ػ‬ ‫لبدسح‬
.‫خ‬١‫رٕبفغ‬ ‫ضح‬١ِ
‫إٌّظّخ‬ٚ
ً‫ب‬ّ١‫ل‬ ‫سدا‬ِٛ ‫ّزٍه‬٠ ْ‫وب‬ ‫ارا‬ ‫اال‬ ‫خ‬١‫رٕبفغ‬ ‫ضح‬١ِ ٌٝ‫ا‬ ٞ‫اٌّئد‬ ‫ك‬٠‫اٌطش‬ ٍٝ‫ػ‬ ٟ٘
.‫ٔبدسح‬ ‫ؼب‬٠‫أ‬ ٟ٘ ٟ‫اٌز‬
‫د‬
.
‫ذ‬١ٍ‫ٌٍتم‬ ‫ِىٍفخ‬
(
COSTLY TO IMITATE (I
‫ب‬ٙ‫رّزٍى‬ ٟ‫اٌز‬ ‫ذح‬٠‫اٌفش‬ ‫خ‬١‫خ‬٠‫اٌزبس‬ ‫اٌؾبٌخ‬ ً‫ِض‬ ‫أعجبة‬ ‫ٌؼذح‬ ‫ٌخ‬ٛٙ‫ثغ‬ ‫ش٘ب‬٠ٛ‫رط‬ٚ ‫ب‬ِٙ‫اعزخذا‬ ‫إٌّظّبد‬ ‫غ‬١‫رغزط‬ ‫ال‬ ٟ‫اٌز‬ ‫اسد‬ٌّٛ‫ا‬ ٞ‫ا‬
ٌ‫ا‬
،‫إٌّظّبد‬ ِٓ ‫ش٘ب‬١‫غ‬ ْٚ‫د‬ ِٓ ‫ّٕظّخ‬
‫غبد‬٠‫إل‬ ‫اسد٘ب‬ٌّٛ ‫إٌّظّخ‬ ‫اعزؼّبي‬ ‫خ‬١‫ف‬١‫ٌى‬ ًِ‫اٌىب‬ ُٙ‫اٌف‬ ٍٝ‫ػ‬ ٓ١‫إٌّبفغ‬ ‫لذسح‬ َ‫ػذ‬ٚ
‫ضح‬١ٌّ‫ا‬
‫خ‬١‫اٌزٕبفغ‬
‫اٌّغزذاِخ‬
ٌ‫ا‬ ٓ١‫ث‬ ‫اٌظذالخ‬ٚ ‫اٌضمخ‬ٚ ‫خ‬١‫اٌشخظ‬ ‫اٌؼاللبد‬ ّٓ‫زؼ‬٠ ٞ‫اٌز‬ ٟ‫االعزّبػ‬ ‫ذ‬١‫اٌزؼم‬ٚ
ٓ‫اٌضثبئ‬ٚ ٓ١ٍِ‫اٌؼب‬ ُٕٙ١‫ث‬ٚ ٓ٠‫ش‬٠‫ّذ‬
.
(
Jelassi&Enders,2008:79
)
‫أشبس‬ٚ
(
Rothaermel,2015:106
)
‫وبٔذ‬ ‫ارا‬ ‫ذ‬١ٍ‫ٌزم‬ ‫ِىٍف‬ ‫ش‬١‫غ‬ ‫سد‬ٌّٛ‫ا‬
‫إٌّظّبد‬
‫رٍّه‬ ‫ال‬ ٟ‫اٌز‬
.‫ي‬ٛ‫ِؼم‬ ‫ثغؼش‬ ‫اسد‬ٌّٛ‫ا‬ ‫ششاء‬ ٚ‫أ‬ ‫ش‬٠ٛ‫رط‬ ٍٝ‫ػ‬ ‫لبدسح‬ ‫ش‬١‫غ‬ ‫اسد‬ٌّٛ‫ا‬
‫اِب‬
ٗٔ‫فب‬ ،‫ذ‬١ٍ‫ٌزم‬ ‫ِىٍفخ‬ٚ ،‫ٔبدسح‬ ،‫ّخ‬١‫ل‬ ٛ٘ ‫اٌغئاي‬ ٟ‫ف‬ ‫سد‬ٌّٛ‫ا‬ ْ‫وب‬ ‫ارا‬
ٓ١‫إٌّبفغ‬ ً‫فش‬ ‫ارا‬ .‫خ‬٠‫٘ش‬ٛ‫اٌغ‬ ‫اٌّمذساد‬ٚ ‫خ‬١ٍ‫اٌذاخ‬ ‫ح‬ٛ‫اٌم‬ ٛ٘
‫ٌٍّٕظّخ‬
‫سد‬ٌّٛ‫ا‬ ٍٝ‫ػ‬ ‫رؼزّذ‬ ‫خ‬١‫غ‬١‫اعزشار‬ ‫ٌزىشاس‬
‫ِىٍفخ‬ٚ ،‫ٔبدس‬ ،ٓ١ّ‫(اٌض‬
‫ا‬
‫ذ‬١ٍ‫ٌزم‬
)
ٓ‫ّى‬٠ ُ‫ص‬ ،
‫ٌٍّٕظّخ‬
.‫ِئلزخ‬ ‫خ‬١‫رٕبفغ‬ ‫ضح‬١ِ ‫رؾمك‬ ْ‫أ‬
‫إٌّظّخ‬ٚ
ِٓ ‫شا‬١‫وج‬ ‫ا٘زّبِب‬ ‫غزة‬٠ ،‫رٌه‬ ‫ِغ‬ٚ ،‫خ‬١‫رٕبفغ‬ ‫ضح‬١ّ‫ث‬ ‫رزّزغ‬ ٟ‫اٌز‬
‫اسد‬ٌّٛ‫ا‬ ِٓ ‫االعزفبدح‬ ٟ‫ٌٕف‬ ‫ٌخ‬ٚ‫ِؾب‬ ‫ف‬ٛ‫ع‬ ُ٘‫س‬ٚ‫ثذ‬ ُ٘ٚ .‫ب‬ٙ١‫ِٕبفغ‬
‫ٌٍّٕظّخ‬
.
‫إٌّظّخ‬
ٌ‫ا‬
‫خالي‬ ِٓ ‫ذ‬ٙ‫اٌغ‬ ‫٘زا‬ ٟ‫ف‬ ‫رٕغؼ‬ ْ‫أ‬ ٓ‫ّى‬٠ ‫ّٕبفغخ‬
‫ِجبشش‬ ‫سد‬ٌّٛ‫ا‬ ‫ذ‬١ٍ‫رم‬
.)‫(االعزجذاي‬ ‫خذِخ‬ ٚ‫أ‬ ً‫ِّبص‬ ‫ِٕزظ‬ ُ٠‫ٌزمذ‬ ‫ب‬ٌٙٛ‫ؽ‬ ًّ‫اٌؼ‬ ‫خالي‬ ِٓ ٚ‫أ‬ )‫اٌّجبشش‬ ‫ذ‬١ٍ‫(اٌزم‬ ‫ِغؤٌخ‬ ٟ‫ف‬ ‫ح‬

8. ‫ِزٍخ‬
‫ربِؼخ‬
‫وشثالء‬
‫خ‬١ٍّ‫اٌؼ‬
–
‫اٌّزٍذ‬
‫اٌشاثغ‬
‫ػشش‬
-
‫اٌؼذد‬
‫اٌشاثغ‬
/ ٍّٟ‫ػ‬ /
6
201
20
‫ث‬
.
‫ّخ‬١‫اٌم‬ ٍٝ‫ػ‬ ‫ي‬ٛ‫ٌٍضص‬ ُ١‫اٌتٕظ‬
ORGANIZED TO CAPTURE VALUE (O)
ٍٝ‫ػ‬ ‫غت‬٠ ٟ‫اٌز‬ ‫ب‬ٙ‫اِىبٔبر‬ٚ ‫اسد٘ب‬ِٛ ٍٝ‫ػ‬ ‫ثبالػزّبد‬ ٟ‫اٌزٕبفغ‬ ‫ب‬ٙ‫لف‬ٌّٛ ًِ‫وب‬ ‫اعزضّبس‬ ً‫اع‬ ِٓ ُ‫رٕظ‬ ‫إٌّظّخ‬ ْ‫ا‬ ً٘ ‫ب‬ٙ‫ث‬ ‫مظذ‬٠
ٍٝ‫ػ‬ ‫ي‬ٛ‫ٌٍؾظ‬ ‫رغزضّش٘ب‬ ْ‫ا‬ ‫إٌّظّخ‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
‫اٌّغزذاِخ‬
،ٟ‫اٌزٕبفغ‬ ‫ب‬ٙ‫لف‬ِٛ ٓ‫رؾغ‬ ٟ‫اٌز‬ٚ
‫زا‬ٌٙ ‫ت‬١‫رغزغ‬ ‫إٌّظّبد‬ ِٓ ‫ش‬١‫اٌىض‬ ْ‫ا‬
‫اٌش‬ ‫ش‬٠‫اٌزمبس‬ ً‫ى‬١٘ ‫خالي‬ ِٓ
‫خ‬١ّ‫ع‬
١ّ‫اٌشع‬ ‫خ‬٠‫اإلداس‬ ‫اٌشلبثخ‬ ُ‫ٔظ‬ٚ
،‫اٌّىبفآد‬ ‫بعبد‬١‫ع‬ٚ ‫خ‬١ّ‫اٌشع‬ ‫ش‬١‫غ‬ٚ ‫خ‬
ٚ‫أ‬ ‫اٌؼٕبطش‬ ٖ‫٘ز‬ ْ‫ا‬ ‫ش‬١‫ؽ‬
ٛ‫ر‬ ٍٝ‫ػ‬ ‫اٌمذسح‬ ‫رّزٍه‬ ‫ب‬ٙٔٛ‫و‬ ‫ثغجت‬ ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ ‫ِىّالد‬ ّٝ‫رغ‬ ‫إٌّظّخ‬ ‫ّبد‬١‫رٕظ‬ ِٓ ‫األعضاء‬
ً‫ثشى‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫ذ‬١ٌ
‫ِزفشد‬
.
(
Barney&Hesterly,2010:81
)
‫أشبس‬ٚ
(
Rothaermel,2015:107
)
ْ‫ا‬
‫ٔب‬ ‫سد‬ِٛ ‫اء‬ٛ‫ع‬ ٟ‫بئ‬ٌٕٙ‫ا‬ ‫بس‬١‫اٌّؼ‬
‫ِىٍف‬ٚ ،ُ١‫ل‬ ،‫دس‬
٠ ْ‫أ‬ ٓ‫ّى‬٠ ‫ذ‬١ٍ‫ٌٍزم‬
‫لذسح‬ ٍٝ‫ػ‬ ‫ؼزّذ‬٠ ‫ِغزذاِخ‬ ‫خ‬١‫رٕبفغ‬ ‫ضح‬١ٌّ ‫أعبعب‬ ً‫شى‬
‫إٌّظّخ‬
.‫سد‬ٌٍّٛ ‫ّخ‬١‫اٌم‬ ‫خٍك‬ ‫خ‬١ٔ‫اِىب‬ ‫اٌزمبؽ‬ ٍٝ‫ػ‬
‫خالي‬ ِٓ
‫اٌّمذ‬ٚ ،‫االِىبٔبد‬ٚ ،‫اسد٘ب‬ٌّٛ ‫خ‬١‫اٌزٕبفغ‬ ‫اإلِىبٔبد‬ ِٓ ‫اٌىبٍِخ‬ ‫االعزفبدح‬
‫ّخ‬١‫اٌم‬ ‫ٌمجغ‬ ‫إٌّظّخ‬ ُ١‫رٕظ‬ ‫غت‬٠ٚ ،‫ساد‬
ْٛ‫ى‬٠ ْ‫أ‬ ‫غت‬٠ ٗٔ‫فب‬ ،
،‫ثبخزظبس‬ .‫ك‬١‫رٕغ‬ ‫أٔظّخ‬ٚ ‫فؼبي‬ ّٟ١‫رٕظ‬ ً‫ى‬١٘
ٝ‫رغؼ‬
ٚ ‫ٌىغت‬ ‫إٌّظّخ‬
ٍٝ‫ػ‬ ‫اٌؾفبظ‬
ْ‫فؤ‬ ،‫خ‬١‫رٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
‫اسد٘ب‬ِٛ
ٚ
‫لذسار‬
‫ب‬ٙ
ٌٝ‫ا‬ ‫رؾزبط‬
،‫اٌّطبف‬ ‫خ‬٠‫ب‬ٙٔ ٟ‫ف‬ .‫ب‬ٙ‫ػ‬ٛٔ ِٓ ‫ذح‬٠‫اٌفش‬ ‫خ‬٠‫٘ش‬ٛ‫اٌغ‬ ‫اٌّمذساد‬ ‫ٌخٍك‬ ‫مخ‬٠‫اٌطش‬ ٖ‫٘ز‬ ً‫ِض‬ ٟ‫ف‬ ً‫اٌزفبػ‬
ِٓ ً١ٍ‫ل‬ ‫ػذد‬ ِٓ ُ‫اٌشغ‬ ٍٝ‫ػ‬
‫ِزطٍجبد‬ ٟ‫رٍج‬ ٟ‫اٌز‬ ‫خ‬٠‫٘ش‬ٛ‫ع‬ ‫ِمذساد‬ ْٛ‫رى‬ ْ‫أ‬ ٌٝ‫ا‬ ‫ي‬ٛ‫رزؾ‬ ‫لذ‬ ‫اٌّمذساد‬
(VRIO)
.
‫خ‬١‫اٌتٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ : ‫ا‬‫ب‬١ٔ‫حب‬
Competitive Advantage
1
.
‫خ‬١ّ٘‫األ‬ٚ َٛٙ‫اٌّف‬
:
ٟ٘ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ْ‫ا‬
‫خٍك‬ ٍٝ‫ػ‬ ‫إٌّظّخ‬ ‫لذسح‬
،‫ب‬ٙ١‫ِٕبفغ‬ ِٓ ‫اوجش‬ ‫خ‬٠‫الزظبد‬ ‫ّخ‬١‫ل‬
‫إٌّبفغ‬ ٓ١‫ث‬ ‫اٌفشق‬ ٟ٘ ‫خ‬٠‫أاللزظبد‬ ‫ّخ‬١‫اٌم‬ٚ
.‫اٌخذِبد‬ٚ ‫اٌغٍغ‬ ٟ‫ٌجبل‬ ‫خ‬٠‫أاللزظبد‬ ‫اٌىٍف‬ ‫غ‬١ّ‫ع‬ٚ ‫إٌّظّخ‬ ‫خذِبد‬ٚ ‫عٍغ‬ ٗ‫ٌششائ‬ ْٛ‫اٌضث‬ ‫ب‬ٙ‫ىزغج‬٠ ٟ‫اٌز‬ ‫اٌّذسوخ‬
(Barney&Hesterly,2010:10)
‫ػشف‬ٚ
ِٓ ً‫ال‬‫و‬
(
Ritala&Kaisa,2010:367
‫األداء‬ ٍٝ‫ػ‬ ‫إٌّظّخ‬ ‫خ‬١ٍ‫ثمبث‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ )
ً‫ثشى‬
.‫اٌظٕبػخ‬ ‫ئخ‬١‫ث‬ ٟ‫ف‬ ٜ‫االخش‬ ‫ش‬١٠‫ثبٌّؼب‬ ‫ِمبسٔخ‬ ‫األسثبػ‬ ِٓ ٍٝ‫أػ‬ ‫ٔغجخ‬ ‫رىغت‬ ٟ‫ٌى‬ ‫رٌه‬ٚ ‫خ‬١‫اٌظٕبػ‬ ‫ب‬ٙ‫ئز‬١‫ث‬ ِٓ ٍٝ‫أػ‬
‫ضح‬١ٌّ‫ا‬ ْ‫ا‬
.‫ب‬ٙ‫طٕبػز‬ ٟ‫ف‬ ‫إٌّظّبد‬ ً‫و‬ ‫خ‬١‫سثؾ‬ ‫ِؼذي‬ ِٓ ُ‫أػظ‬ ‫خ‬١‫ٌشثؾ‬ ‫إٌّظّخ‬ ‫ك‬١‫رؾم‬ ٟٕ‫رؼ‬ ‫خ‬١‫اٌزٕبفغ‬
(Hill&Jones,2010:74)
‫أشبس‬ ٓ١‫ؽ‬ ٟ‫ف‬
ِٓ ً‫ال‬‫و‬
(Witcher&Chau,2010:316)
‫ثؤ‬
ٓ١‫إٌّبفغ‬ٚ ‫ب‬ٙ١‫ِٕبفغ‬ ‫ِغ‬ ‫ثىفبءح‬ ‫ٌٍزٕبفظ‬ ‫إٌّظّبد‬ ‫لذسح‬ ‫عجت‬ ‫ب‬ٙٔ
‫روش‬ٚ .ٓ١ٍّ‫اٌّؾز‬
ِٓ ً‫ال‬‫و‬
(Horn&Faulkner,2010:479)
ٟ‫ف‬ ٜ‫األخش‬ ‫إٌّظّبد‬ ٍٝ‫ػ‬ ‫اؽذح‬ٚ ‫ٌّٕظّخ‬ ‫ق‬ٛ‫اٌّزف‬ ‫األداء‬ ‫ب‬ٙٔ‫ثؤ‬
.‫اٌخذِبد‬ ٚ‫أ‬ ‫إٌّزغبد‬ ‫ٌٕفظ‬ ‫ب‬ٙ‫أزبع‬
‫ب‬ٙ‫ظف‬٠ٚ
ِٓ ً‫ال‬‫و‬
(Kotler&Armstrong,2010:234)
‫اٌفبئذح‬ ‫ب‬ٙٔ‫ثؤ‬
‫إٌّظّخ‬ ‫ب‬ٙ‫رىزغج‬ ٟ‫اٌز‬
.‫خ‬١ٌ‫اٌؼب‬ ‫األعؼبس‬ ‫رجشس‬ ٟ‫اٌز‬ ‫إٌّبفغ‬ ‫بدح‬٠‫ثض‬ ٚ‫أ‬ ‫األعؼبس‬ ‫ؽؤ‬ٚ‫أ‬ ‫خالي‬ ِٓ ،ْٛ‫ٌٍضث‬ ٍٝ‫األػ‬ ‫ّخ‬١‫اٌم‬ ‫ب‬ٙ‫ٌؼشػ‬ ‫ب‬ٙ١‫ِٕبفغ‬ ٓ‫ػ‬
‫عذ‬ٚٚ
(
Ramadan,2010:2
ٍٝ‫أػ‬ ‫ب‬ٙ‫أدائ‬ ً‫رغؼ‬ٚ ًّ‫ثبٌؼ‬ ‫ص‬ٛ‫اٌف‬ ِٓ ‫إٌّظّخ‬ ‫خ‬١ٍ‫ٌمبث‬ ً‫ا‬‫ِظذس‬ ٟ‫ؼط‬٠ ‫ِظطٍؼ‬ ‫ب‬ٙٔ‫ا‬ )
‫ب‬ٙ١‫ِٕبفغ‬ ِٓ
ِٓ‫اٌض‬ ِٓ ‫ِذح‬ ٟ‫ف‬
.
‫اوذ‬ٚ
(
(Alipour,etal.,2010:1346
‫ك‬١‫رؾم‬ ٓ‫ّى‬٠ ٗٔ‫ا‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬
‫غ‬٠‫ص‬ٛ‫ثبٌز‬ ‫إٌّظّخ‬ ‫لبِذ‬ ‫ِب‬ ‫ارا‬
.‫ذ٘ب‬١ٍ‫رم‬ ‫ظؼت‬٠ٚ ‫اٌزجبدي‬ ‫ٍخ‬١ٍ‫ل‬ٚ ‫ٔبدسح‬ ‫ب‬ٙٔ‫ا‬ ٍٝ‫ػ‬ ‫رئوذ‬ ٟ‫اٌز‬ٚ ‫ب‬ٙ‫رّزٍى‬ ٟ‫اٌز‬ ‫خ‬١‫غ‬١‫االعزشار‬ ‫اسد‬ٌٍّٛ ‫اٌىفء‬
( ٓ١‫ث‬ ٓ١‫ؽ‬ ٟ‫ف‬
Wu,2010
ٓ‫ػ‬ ً‫ال‬‫ٔم‬ )
(
Mahdi,etal.,2011:9913
‫ب‬ٙٔ‫)ثؤ‬
٘ ‫بد‬١ٍّ‫ػ‬ ‫صالس‬ ً‫رّض‬
‫اِزالن‬ٚ ،‫ّخ‬١‫اٌم‬ ‫خٍك‬ ٟ
،‫ّخ‬١‫اٌم‬
‫ّخ‬١‫اٌم‬ ٍٝ‫ػ‬ ‫اٌؾفبظ‬ٚ
ِٓ ً٠ٛ‫اٌط‬ ٜ‫اٌّذ‬ ٟ‫ف‬ ٓ١‫إٌّبفغ‬ ‫غ‬١ّ‫ع‬ ‫رغجك‬ ‫ب‬ٍٙ‫رغؼ‬ ٚ‫ا‬ ‫ٌٍّٕظّخ‬ ‫فبئمخ‬ ‫ِىبٔخ‬ ٟ‫رؼط‬ ْ‫أ‬ ‫ب‬ٙٔ‫ثبِىب‬ ‫ب‬ٙٔ‫ا‬ ،
ٌُ‫اٌؼب‬ ‫ي‬ٛ‫ؽ‬ ِٓ ‫اٌذائّخ‬ ‫شاد‬١‫اٌزغ‬ ‫سطذ‬ ‫خالي‬
ٜ‫ش‬٠ٚ .
ِٓ ً‫ال‬‫و‬
(
Hazier&Render,2011:67
‫ػّٕب‬ ٟٕ‫رؼ‬ ‫ب‬ٙٔ‫ثؤ‬ )
‫ٔظب‬ ‫غبد‬٠‫ا‬
‫ّزٍه‬٠ َ
ٓ١‫إٌّبفغ‬ ٓ‫ػ‬ ‫ذح‬٠‫فش‬ ‫ضح‬١ِ
.
( ٓ١‫ث‬ٚ
David,2011:152;125
)
‫ب‬ٙ‫ِمذسر‬ ‫خ‬١ّٕ‫ٌز‬ ‫ّخ‬١‫اٌم‬ ‫عٍغٍخ‬ ً١ٍ‫رؾ‬ َ‫رغزخذ‬ ْ‫أ‬ ‫غت‬٠ ‫إٌّظّبد‬ ً‫و‬ ْ‫ا‬
‫رظ‬ ‫ػٕذِب‬ ‫ضح‬١ّ‫ِز‬ ‫ِمذساد‬ ٌٝ‫ا‬ ‫ب‬ٍٙ٠ٛ‫رؾ‬ٚ
‫ب‬ٙ١ٍ‫ػ‬ٚ ،‫ٌٍّٕظّخ‬ ‫خ‬١‫غ‬١‫سئ‬ ‫خ‬١‫رٕبفغ‬ ‫ضح‬١ِ ‫جؼ‬
‫خ‬١ٍ‫اٌذاخ‬ ‫ب‬ٙ‫ػؼف‬ ‫ٔمبؽ‬ ٓ١‫رؾغ‬ ٌٝ‫ا‬ ٝ‫رغؼ‬ ْ‫أ‬
ٌٝ‫ا‬ ‫ب‬ٍٙ٠ٛ‫رؾ‬ٚ
‫ش‬٠ٛ‫رط‬ٚ ‫ح‬ٛ‫ل‬ ‫ٔمبؽ‬
‫ثزٌه‬ ‫غ‬١‫رغزط‬ ٟ‫ٌى‬ ‫ؽذ‬ ٝ‫ألظ‬ ٌٝ‫ا‬ ‫ب‬ٙ‫ِمذسار‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ٍٝ‫ػ‬ ‫ي‬ٛ‫اٌؾظ‬
‫إٌّظّبد‬ ِٓ ‫اوجش‬ ً‫ثشى‬
‫إٌّبفغخ‬
.
‫خ‬١‫اٌتٕبفغ‬ ‫ب‬٠‫اٌّضا‬ ِٓ ‫ػخ‬ّٛ‫ِز‬ ‫ٌٍّٕظّخ‬ ‫تضمك‬ ٟ‫اٌت‬ ‫اٌّمذساد‬ٚ ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ ‫ػخ‬ّٛ‫ِز‬ ‫ب‬ٙٔ‫ثأ‬ ‫ب‬ٙ‫ٔؼشف‬ ْ‫ا‬ ٓ‫ّى‬٠ ‫عجك‬ ‫ِّب‬ٚ
ّٛٔ ‫احٕبء‬ ‫ب‬ٙ١ٍ‫ػ‬ ‫تؼتّذ‬ ٟ‫اٌت‬
.ٓ١‫إٌّبفغ‬ ‫ِغ‬ ‫ِمبسٔخ‬ ‫ب‬ٌٙ‫اػّب‬ ٟ‫ف‬ ّٟ‫إٌّظ‬ ‫إٌزبس‬ٚ ‫ض‬١ّ‫اٌت‬ ‫تضمك‬ٚ ‫س٘ب‬ٛ‫تط‬ٚ ‫٘ب‬
2
.
‫أثؼبد‬
‫اعتذاِخ‬
‫خ‬١‫اٌتٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
:
ٌ‫ا‬ٚ ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ َ‫اعزخذا‬ ٍٝ‫ػ‬ ‫إٌّظّخ‬ ‫لذسح‬ ْ‫ا‬
ّ
‫اعزذاِخ‬ ٍٝ‫ػ‬ ‫لبدسح‬ ْٛ‫عزى‬ ‫ب‬ٙٔ‫ثؤ‬ ٟٕ‫ؼ‬٠ ‫ال‬ ‫خ‬١‫رٕبفغ‬ ‫ضح‬١ِ ‫ش‬٠ٛ‫ٌزط‬ ‫مذساد‬
ٓ١‫ز‬١‫خبط‬ ‫خالي‬ ِٓ ‫اال‬ ‫ضح‬١ٌّ‫ا‬ ٖ‫٘ز‬
‫ّ٘ب‬
‫ذ‬١‫اٌزؼم‬ٚ ‫اٌّزبٔخ‬
:
(Wheelen&Hunger,2012:164)
‫أ‬
.
( ‫اٌّتبٔخ‬
Durability
)
‫ذح‬٠‫اٌغذ‬ ‫بد‬١ٕ‫فبٌزم‬ ‫ذح‬١‫ِف‬ ‫ش‬١‫غ‬ ‫رظجؼ‬ ٚ‫أ‬ ‫اإلِىبٔبد‬ٚ ‫خ‬١‫األعبع‬ ‫اسد‬ٌّٛ‫ا‬ ‫ب‬ٙ‫ث‬ ‫رزٕبلض‬ ٟ‫اٌز‬ ‫إٌغجخ‬ ٟٕ‫رؼ‬ٚ
‫ِمذساد‬ ً‫رغؼ‬ ْ‫ا‬ ٓ‫ّى‬٠
‫ب‬ٍٙ‫ِؾ‬ ‫ش‬١‫غ‬ ٟ‫ف‬ٚ ‫ذح‬١‫ِف‬ ‫ش‬١‫غ‬ ‫إٌّظّخ‬
.
‫أشبس‬ٚ
(
Hill&Jones,2010:95-98
)
ْ‫ا‬ ٌٝ‫ا‬
ًِ‫ا‬ٛ‫ػ‬ ‫صالصخ‬ ‫ٕ٘بن‬
: ٟ‫ر‬٢‫وب‬ ٟ٘ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫ِزبٔخ‬ ‫ب‬ٙ١ٍ‫ػ‬ ‫رؼزّذ‬

‫ذ‬١ٍ‫اٌتم‬ ‫ػمجبد‬
:
‫اٌّمذساد‬ ‫ذ‬١ٍ‫رم‬ ِٓ ٓ١‫إٌّبفغ‬ ٍٝ‫ػ‬ ‫ثخ‬ٛ‫اٌظؼ‬ ِٓ ً‫رغؼ‬ ٟ‫اٌز‬ ًِ‫ا‬ٛ‫اٌؼ‬ ٟ٘ٚ ‫ذ‬١ٍ‫اٌزم‬ ‫ٌغشػخ‬ ‫خ‬١‫األعبع‬ ‫اٌّؾذداد‬ ٟ٘ٚ
‫اٌز‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬ ِٓ ‫ذ‬٠‫ض‬١‫ع‬ ‫ذ‬١ٍ‫ٌٍزم‬ ‫اٌؼمجبد‬ ٖ‫٘ز‬ ُ١‫رؼظ‬ ْ‫فؤ‬ ‫ٌٍّٕظّخ‬ ‫ضح‬١ّ‫اٌّز‬
ٍٝ‫ػ‬ ‫ثبالػزّبد‬ ‫رخزٍف‬ ‫اٌؼمجبد‬ ٖ‫٘ز‬ٚ ‫ٌٍّٕظّخ‬ ‫خ‬١‫ٕبفغ‬
ٓ‫ٌى‬ٚ ‫ذ‬١ٍ‫اٌزم‬ ‫دسعخ‬ ‫ش‬١‫ؽ‬ ِٓ ‫ثخ‬ٛ‫طؼ‬ ‫أوضش‬ ْٛ‫رى‬ ‫عخ‬ٍِّٛ ‫ش‬١‫اٌغ‬ ‫اسد‬ٌّٛ‫ا‬ ْ‫فؤ‬ ) ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ ( ٖ‫ذ‬١ٍ‫ثزم‬ ْٛ‫إٌّبفغ‬ ‫ي‬ٚ‫ؾب‬٠ ‫ِب‬
ٟ‫ف‬ ٟ‫غ‬١‫اٌشئ‬ ‫اٌغجت‬ٚ ‫عخ‬ٌٍّّٛ‫ا‬ ‫ش‬١‫غ‬ٚ ‫عخ‬ٌٍّّٛ‫ا‬ ‫اسد‬ٌّٛ‫ا‬ ِٓ ً‫ال‬‫و‬ ‫ذ‬١ٍ‫رم‬ ِٓ ‫أطؼت‬ ْٛ‫ى‬٠ ‫اإلِىبٔبد‬ ‫ذ‬١ٍ‫رم‬
‫رؼزّذ‬ ‫اإلِىبٔبد‬ ْٛ‫و‬ ‫رٌه‬
. ‫اٌخبسط‬ ٌٝ‫ا‬ ً‫اٌذاخ‬ ِٓ ‫ثؼّك‬ ‫إٌّظّخ‬ ‫د‬ٛ‫رم‬ ٟ‫اٌز‬ ‫بد‬١ٍّ‫اٌؼ‬ٚ ‫رظٕغ‬ ْ‫ا‬ ‫رمشس‬ ٟ‫اٌز‬ ‫مخ‬٠‫اٌطش‬ ٍٝ‫ػ‬

‫إٌّبفغ‬ ‫إِىبٔبد‬
ٓ١
:
‫االٌزضاِبد‬ ‫ؼخ‬١‫ؽج‬ ٛ٘ ‫ِزغبسع‬ ‫ٌٍّٕظّبد‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫ذ‬١ٍ‫رم‬ ٟ‫ف‬ ٓ١‫إٌّبفغ‬ ‫إلِىبٔبد‬ ٟ‫األعبع‬ ‫اٌّؾذد‬ ْ‫ا‬
‫ر‬ ‫ب‬ٙٔ‫فؤ‬ ‫خ‬١‫اٌّبػ‬ ‫خ‬١‫غ‬١‫االعزشار‬
‫ٌٍّٕبفغخ‬ ‫االعزغبثخ‬ ‫اٌظؼت‬ ِٓ ً‫غؼ‬٠ ‫ف‬ٛ‫ع‬ ‫٘زا‬ٚ ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ ‫ػخ‬ّٛ‫ِغ‬ ِٓ ً‫ء‬‫عض‬ ‫س‬ٛ‫ط‬
‫ضح‬١ٌّ‫ا‬ ٌٝ‫ا‬ ‫ٌالعزغبثخ‬ ٓ١‫إٌّبفغ‬ ‫خ‬١ٍ‫ٌمبث‬ ‫األخش‬ ‫اٌّؾذد‬ ْ‫أ‬ ‫وّب‬ . ‫األِذ‬ ‫ٍخ‬٠ٛ‫ؽ‬ ‫االٌزضاِبد‬ ‫ثٕبء‬ ٌٝ‫ا‬ ْٛ‫إٌّبفغ‬ ‫ؾزبط‬٠ ‫ف‬ٛ‫ع‬ٚ ‫ذح‬٠‫اٌغذ‬
‫رش‬ ٟ‫اٌز‬ٚ ٓ١‫ٌٍّٕبفغ‬ ‫اٌّّزظخ‬ ‫اٌطبلخ‬ ٛ٘ ‫ٌٍّٕظّخ‬ ‫خ‬١‫اٌزٕبفغ‬
‫خ‬١ٍ‫لبث‬ ٌٝ‫ا‬ ‫ش‬١
َ‫اعزخذا‬ ،‫ادسان‬ ،‫ّخ‬١‫ل‬ ‫ذ‬٠‫رؾذ‬ ٍٝ‫ػ‬ ٓ١‫إٌّبفغ‬ ‫رغشأ‬
،‫ذح‬٠‫اٌغذ‬ ‫اٌّؼشفخ‬
‫اٌظؼت‬ ِٓ ْٛ‫رى‬ ‫ف‬ٛ‫ع‬ ‫اإلثذاع‬ ً‫ِض‬ ‫خ‬١ٍ‫اٌذاخ‬ ‫بد‬١ٍّ‫اٌؼ‬ ٚ‫أ‬ ‫ذح‬٠‫اٌغذ‬ ‫إٌّزغبد‬ ٍٝ‫ػ‬ ‫اٌّؼزّذح‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ْ‫فؤ‬

9. ‫ِزٍخ‬
‫ربِؼخ‬
‫وشثالء‬
‫خ‬١ٍّ‫اٌؼ‬
–
‫اٌّزٍذ‬
‫اٌشاثغ‬
‫ػشش‬
-
‫اٌؼذد‬
‫اٌشاثغ‬
/ ٍّٟ‫ػ‬ /
6
201
21
‫ثز‬ٚ ‫ذ٘ب‬١ٍ‫رم‬ ٓ١‫إٌّبفغ‬ ٍٝ‫ػ‬
( ً‫ب‬‫ِؼ‬ ٓ٠‫اٌّؾذد‬ َ‫اعزخذا‬ ٓ‫ّى‬٠ ‫ٌه‬
‫اال‬
‫غ‬١‫االعزشار‬ ‫ٌزضاِبد‬
‫إٌّخفؼخ‬ ‫اٌّّزظخ‬ ‫اٌطبلخ‬ ،‫فشح‬ٛ‫اٌّز‬ ‫خ‬١
ٟ‫ف‬ )
ٍٝ‫ػ‬ ‫ِؼزّذح‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ْٛ‫رى‬ ‫ػٕذِب‬ ً‫ب‬‫ط‬ٛ‫خظ‬ٚ َٛ‫ٌٍخظ‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫ذ‬١ٍ‫رم‬ ٟ‫ف‬ ٓ١‫إٌّبفغ‬ ًِ‫رىب‬ ٛ‫ٔؾ‬ ‫خ‬١ٍ‫اٌمبث‬ ‫ض‬١ٍ‫رم‬
‫ذ‬١‫ؼ‬١‫ع‬ ‫اإلثذاع‬ ْ‫فؤ‬ ‫اٌّجزىشح‬ ‫بد‬١ٍّ‫اٌؼ‬ ٚ‫ا‬ ‫إٌّزغبد‬
‫اٌظٕبػخ‬ ٟ‫ف‬ ‫إٌّبفغخ‬ ‫اػذ‬ٛ‫ل‬ ً١‫رشى‬
.

‫اٌصٕبػخ‬ ‫خ‬١‫صشو‬
:
‫ب‬ٍِٙ‫ا‬ٛ‫ػ‬ٚ ‫ٌٍّٕظّخ‬ ‫خ‬١‫اٌخبسع‬ ‫ئخ‬١‫ثبٌج‬ ‫رزؼٍك‬ ٟ‫اٌز‬ٚ ‫ؼخ‬٠‫اٌغش‬ ‫شاد‬١‫اٌّزغ‬ ‫اؽذ‬ ٛ٘ٚ ‫خ‬١‫اٌظٕبػ‬ ‫ئخ‬١‫اٌج‬ ‫خ‬١‫ى‬١ِ‫ٕب‬٠‫د‬ ٚ‫أ‬
‫راد‬ ْٛ‫رى‬ ْ‫ا‬ ٌٝ‫ا‬ ‫د‬ٛ‫رم‬ ٟ‫اٌز‬ٚ ‫اٌظٕبػخ‬ ‫بح‬١‫ؽ‬ ‫سح‬ٚ‫د‬ٚ
‫اٌّجزىشح‬ ‫إٌّزغبد‬ ِٓ ‫خ‬١ٌ‫ػب‬ ‫ٔغجخ‬
.
‫ة‬
.
‫ذ‬١‫اٌتؼم‬
(
Imitability
‫ا‬ٌّٛ‫ا‬ ‫ذ‬١ٍ‫رم‬ ٓ٠ ‫خش‬٢‫ا‬ ‫ب‬ٌٙ‫خال‬ ِٓ ٓ‫ّى‬٠ ٟ‫اٌز‬ ‫إٌغجخ‬ ٟٕ‫رؼ‬ٚ )
‫ٌٍّٕظّخ‬ ‫خ‬٠‫٘ش‬ٛ‫اٌغ‬ ‫اٌّمذساد‬ٚ ‫اإلِىبٔبد‬ٚ ‫سد‬
‫بساد‬ٌّٙ‫ا‬ ‫ػخ‬ّٛ‫ِغ‬ ٍُ‫ٌزؼ‬ ً١‫اٌّغزؾ‬ ٍّْٛ‫ؼ‬٠ ‫ف‬ٛ‫ع‬ ٓ١‫إٌّبفغ‬ ْ‫فؤ‬ ‫ق‬ٛ‫اٌغ‬ ٟ‫ف‬ ‫خ‬١‫رٕبفغ‬ ‫ضح‬١ِ ‫ضح‬١ّ‫اٌّز‬ ‫اٌّمذسح‬ ‫أػطذ‬ ‫فىٍّب‬
‫خ‬١‫اٌؼىغ‬ ‫ٕذعخ‬ٌٙ‫ا‬ ِٓ ُ٘‫د‬ٛٙ‫ع‬ ‫رّزذ‬ ‫ش‬١‫ؽ‬ ‫ذ٘ب‬١ٍ‫رم‬ٚ ‫اإلِىبٔبد‬ٚ
ِٕ ‫اخز‬ ّٓ‫رزؼ‬ ٟ‫اٌز‬
،ًّ‫رؼ‬ ‫ف‬١‫و‬ ‫ٌّؼشفخ‬ ٓ١‫إٌّبفغ‬ ‫زغبد‬
‫ر‬ ٌٝ‫ا‬
ٓ١١‫ؼ‬
١ٍ‫رم‬ ٓ‫ّى‬٠ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ْ‫ا‬ٚ .ٓ١‫إٌّبفغ‬ ٜ‫ٌذ‬ ٓ١ٍِ‫اٌؼب‬
‫اٌّمذساد‬ ‫وبٔذ‬ ‫ِب‬ ‫ارا‬ ‫ٌخ‬ٛٙ‫ثغ‬ ‫ذ٘ب‬
:

ٌ‫ا‬
‫شفبف‬
‫خ‬١
:
ٌ‫ا‬ ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ ٓ١‫ث‬ ‫اٌؼاللخ‬ ُٙ‫ف‬ ‫إٌّظّبد‬ ‫ب‬ٙ‫ث‬ ‫غ‬١‫رغزط‬ ٟ‫اٌز‬ ‫اٌغشػخ‬ ٟٕ‫رؼ‬ٚ
‫إٌّظّخ‬ ‫خ‬١‫غ‬١‫اعزشار‬ ‫ٔغبػ‬ ُ‫رذػ‬ ٟ‫ز‬
.

ً‫إٌم‬ ‫خ‬١ٍ‫لبث‬
:
‫لذ‬ٚ . ٟ‫اٌزٕبفغ‬ ٞ‫اٌزؾذ‬ ُ‫ٌذػ‬ ‫خ‬٠‫س‬ٚ‫اٌؼش‬ ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ ‫عّغ‬ ٍٝ‫ػ‬ ٓ١‫إٌّبفغ‬ ‫لذسح‬ ٟٕ‫رؼ‬ٚ
( ‫أػبف‬
Maier et
al.,2009:13
( ً‫إٌم‬ ‫خ‬١ٔ‫أِىب‬ َ‫ػذ‬ ‫خ‬١‫خبط‬ )
Non-Transferable
‫خ‬٠‫٘ش‬ٛ‫ع‬ ‫ِمذساد‬ ‫رّزٍه‬ ‫ال‬ ٟ‫اٌز‬ ‫إٌّظّبد‬ ‫ذفغ‬٠ ‫ِّب‬ )
ْ‫ثؤ‬
‫رزشبس‬ ٚ‫أ‬ ‫رزؾبٌف‬
‫خ‬٠‫٘ش‬ٛ‫ع‬ ‫ِمذساد‬ ‫رّزٍه‬ ‫ِٕظّبد‬ ‫ِغ‬ ‫ن‬
.

‫االعتجذاي‬ ‫خ‬١ٍ‫لبث‬
:
ٟ‫ثبل‬ ‫ٔغبػ‬ ‫ذ‬١ٍ‫رم‬ ً‫اع‬ ِٓ ‫اٌّغزٕغخخ‬ٚ ‫اإلِىبٔبد‬ٚ ‫اسد‬ٌّٛ‫ا‬ َ‫اعزخذا‬ ٍٝ‫ػ‬ ٓ١‫إٌّبفغ‬ ‫خ‬١ٍ‫لبث‬ ٟٕ‫رؼ‬ٚ
‫إٌّظّبد‬
.
/ ‫اٌخبٌج‬ ‫اٌّجضج‬
‫اٌزبٔت‬
ٟٔ‫ذا‬١ٌّ‫ا‬
‫آسا‬ ‫ض‬١‫رشخ‬ٚ ‫طف‬ٚ ٌٝ‫ا‬ ‫اٌّجؾش‬ ‫٘زا‬ ٝ‫عؼ‬
،‫اٌجؾش‬ ‫شاد‬١‫ِزغ‬ ‫ي‬ٛ‫ؽ‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫ء‬
‫ش‬١‫اٌزؤص‬ٚ ‫االسرجبؽ‬ ‫ػاللبد‬ ً١ٍ‫رؾ‬ٚ ‫اخزجبس‬ٚ
‫ث‬ ‫اٌّزّضٍخ‬ٚ ‫اٌجؾش‬ ‫شاد‬١‫ِزغ‬ ٓ١‫ث‬
ً١ٍ‫زؾ‬
(
VRIO
( )
X
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ٚ ،)
(
Y
ٜ‫ِذ‬ ِٓ ‫ٌٍزؾمك‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ًّ‫اٌّؼ‬ ٜٛ‫ِغز‬ ٍٝ‫ػ‬ )
) ْٛ‫شعز‬١‫ص‬ ( ٟ‫اٌشرج‬ ‫بط‬١‫اٌّم‬ َ‫اعزخذا‬ ُ‫ر‬ ‫لذ‬ٚ ‫إٌّبعجخ‬ ‫خ‬١‫اإلؽظبئ‬ ً‫عبئ‬ٌٛ‫ا‬ َ‫ثبعزخذا‬ ‫ٌٍجؾش‬ ٟ‫اٌفشػ‬ ‫اٌّخطؾ‬ ْ‫ب‬٠‫عش‬
ِٓ ‫زؤٌف‬٠ ٞ‫اٌز‬
‫ػشش‬ ٜ‫اؽذ‬
‫سرجخ‬ ‫ح‬
( ْ‫ص‬ٚ ٍٝ‫أػ‬ ِٓ ‫صع‬ٛ‫ز‬٠ ‫ار‬ ،
100
( ْ‫ص‬ٚ ً‫أل‬ ٌٝ‫ا‬ )%
0
( ٟ٘ ٓ١ٔ‫ص‬ٌٛ‫ا‬ ٓ١‫ث‬ ‫ِب‬ ‫رمغ‬ ْ‫صا‬ٚ‫أ‬ ‫رغؼخ‬ٚ )%
90
،%
80
،%
70
،%
60
،%
50
،%
40
،%
30
،%
20
%
،
10
%
)
ٛ‫اٌّجؾ‬ ‫األفشاد‬ ‫اعزغبثبد‬ ‫بط‬١‫ل‬ٚ ً١ٍ‫رؾ‬ ‫ذف‬ٙ‫ث‬ ‫رٌه‬ٚ ،
‫اعزّبسح‬ ‫أعئٍخ‬ ‫ي‬ٛ‫ؽ‬ ٓ١‫ص‬
‫االعزجبٔخ‬
: ٟ‫ؤر‬٠ ‫وّب‬ٚ ،
-
: ‫ا‬‫ال‬ٚ‫أ‬
‫اٌجضج‬ ‫شاد‬١‫ِتغ‬ ‫ي‬ٛ‫ص‬ ‫اٌجضج‬ ‫ٕخ‬١‫ػ‬ ‫آساء‬ ‫ص‬١‫تشخ‬ٚ ‫صف‬ٚ
ً‫اٌّغزم‬ ‫ش‬١‫اٌّزغ‬ ٟ٘ٚ ‫اػزّبد٘ب‬ ُ‫ر‬ ٟ‫اٌز‬ ‫ب‬ٙ‫شار‬١‫ِزغ‬ ‫ي‬ٛ‫ؽ‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫آساء‬ ‫ض‬١‫رشخ‬ٚ ‫طف‬ٚ ‫اٌفمشح‬ ٖ‫٘ز‬ ٟ‫ف‬ ‫اٌجؾش‬ ‫ي‬ٚ‫ؽب‬
ً١ٍ‫رؾ‬
VRIO)
)
ُ١‫اٌزٕظ‬ٚ ‫ذ‬١ٍ‫اٌزم‬ ‫وٍفخ‬ ،‫إٌذسح‬ ،‫ّخ‬١‫اٌم‬ ( ٖ‫أثؼبد‬ٚ
‫ّخ‬١‫اٌم‬ ٍٝ‫ػ‬ ‫ي‬ٛ‫ٌٍؾظ‬
)
ٛ٘ٚ ‫اٌّؼزّذ‬ ‫ش‬١‫اٌّزغ‬ٚ
‫اعزذاِخ‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
،‫(اٌّزبٔخ‬ ‫أثؼبد٘ب‬ٚ
( ‫ي‬ٚ‫اٌغذ‬ ‫ش‬١‫ش‬٠ ‫ار‬ .)‫ذ‬١‫اٌزؼم‬ٚ
2
‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫ساء‬٢ َ‫اٌؼب‬ ‫طف‬ٌٛ‫ا‬ ٌٝ‫ا‬ )
:ٟ‫وبالر‬ٚ
-
( ‫ي‬ٚ‫عذ‬
2
)
/
‫اٌجؾش‬ ‫شاد‬١‫ِزغ‬ ‫ي‬ٛ‫ؽ‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫آساء‬ ‫ض‬١‫رشخ‬ٚ ‫طف‬ٚ
‫االثؼبد‬
‫عؾ‬ٛ‫ِز‬
‫اإلعبثخ‬ ‫شذح‬
%
‫ا‬
‫ال‬
‫ٔؾشاف‬
ٞ‫بس‬١‫اٌّؼ‬
‫االخزالف‬ ًِ‫ِؼب‬
‫ّخ‬١‫اٌم‬
0.686
68.6
0.210
0.306
‫إٌذسح‬
0.761
76.1
0.172
0.226
‫وٍفخ‬
‫ذ‬١ٍ‫اٌزم‬
0.788
78.8
0.139
0.177
ُ١‫اٌزٕظ‬
‫ّخ‬١‫اٌم‬ ٍٝ‫ػ‬ ‫ي‬ٛ‫ٌٍؾظ‬
0.730
73
0.167
0.229
ً١ٍ‫رؾ‬
VRIO
0.741
74.1
0.172
0.235
‫اٌّزبٔخ‬
0.820
82
0.122
0.149
‫ذ‬١‫اٌزؼم‬
0.815
81.5
0.106
0.130
‫اعزذاِخ‬
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
0.818
81.8
0.114
0.140
‫خ‬١ٔٚ‫االٌىزش‬ ‫اٌؾبعجخ‬ ‫ٔزبئظ‬ ٍٝ‫ػ‬ ‫ثبالػزّبد‬ ‫اٌجبؽش‬ ‫اػذاد‬ : ‫اٌّظذس‬
1
.
ً١ٍ‫تض‬
VRIO
:
ً‫اٌّغزم‬ ‫ش‬١‫ٌٍّزغ‬ ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ‫ثٍغ‬
ً١ٍ‫رؾ‬
(VRIO)
(
0.741
ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ِٓ ‫اوجش‬ ٛ٘ٚ )
( ‫اٌجبٌغ‬ٚ ٟ‫اٌفشػ‬
0.5
( ٞ‫بس‬١‫اٌّؼ‬ ‫االٔؾشاف‬ ‫ثٍغ‬ٚ )
0.178
‫رغب‬ ٜ‫ِذ‬ ٌٝ‫ا‬ ‫ش‬١‫ش‬٠ ‫٘زا‬ٚ )
‫االخزالف‬ ًِ‫ِؼب‬ ‫ثٍغ‬ٚ ‫بٔبد‬١‫اٌج‬ ‫ٔظ‬
(
0.240
)
‫ا‬ ‫٘زا‬ ‫ي‬ٛ‫ؽ‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫اعبثخ‬ ‫ٌشذح‬ ‫خ‬٠ٛ‫اٌّئ‬ ‫إٌغجخ‬ٚ
( ‫ثٍغذ‬ ‫ش‬١‫ٌّزغ‬
74.1
)%
ِ‫ا٘زّب‬ ٟ‫رؼط‬ ‫ٕخ‬١‫اٌؼ‬ ‫آساء‬ ْ‫ا‬ ٍٝ‫ػ‬ ‫رٌه‬ ‫ذي‬٠ٚ .
‫زا‬ٙ‫ث‬ ً‫ب‬
‫ش‬١‫ٌّزغ‬ ‫د‬ٛ‫رؼ‬ ٟ‫اٌز‬ ‫االسثؼخ‬ ‫ٌألثؼبد‬ ‫ٔخ‬ٚ‫ص‬ٌّٛ‫ا‬ ‫خ‬١‫اٌؾغبث‬ ‫عبؽ‬ٚ‫فبأل‬ ً‫ب‬‫اػؾ‬ٚ ٖ‫ٔشا‬ ‫ِب‬ ‫٘زا‬ٚ ‫ب‬ٙ‫اعبثبر‬ ٍٝ‫ػ‬ ً‫ب‬‫غبث‬٠‫ا‬ ‫أؼىظ‬ ‫ِب‬ ‫ش‬١‫اٌّزغ‬
ً١ٍ‫رؾ‬
VRIO
( ِٓ ٍٝ‫أػ‬ ‫وبٔذ‬ ‫ب‬ٙ‫ؼ‬١ّ‫ع‬ ‫صخ‬ٛ‫اٌّجؾ‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ٌؼ‬ ‫اإلعبثخ‬ ‫شذح‬ ْ‫ا‬ٚ . ٟ‫اٌفشػ‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ِٓ ٍٝ‫أػ‬ ‫وبٔذ‬
50
‫ار‬ )%
‫ِئ‬ ‫ٔغجخ‬ ً‫ال‬ ‫ثٍغذ‬
( ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫اعبثبد‬ ‫ٌشذح‬ ‫خ‬٠ٛ
68.6
‫ّخ‬١‫اٌم‬ ‫ٌجؼذ‬ )%
‫ساء‬٢ ٍٟ١‫رفظ‬ ‫ششػ‬ ٍٟ٠ ‫ّب‬١‫ف‬ٚ
‫ي‬ٛ‫ؽ‬ ‫صخ‬ٛ‫اٌّجؾ‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬
‫أثؼبد‬
ً١ٍ‫رؾ‬
VRIO
.
‫أ‬
.
: ‫ّخ‬١‫اٌم‬
(‫ي‬ٚ‫اٌغذ‬ ‫ٔزبئظ‬ ِٓ ‫ش‬ٙ‫ظ‬٠
2
ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ْ‫)ا‬
‫ثٍغ‬ ‫ّخ‬١‫ٌٍم‬
(
0.686
( ٖ‫لذس‬ ٞ‫بس‬١‫ِؼ‬ ‫ثبٔؾشاف‬ٚ )
0.210
)
( ‫اخزالف‬ ًِ‫ثّؼب‬ٚ
0.306
ْ‫ا‬ ٓ١‫رج‬ ‫لذ‬ٚ )
ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬
( ‫اٌجبٌغ‬ٚ ‫بط‬١‫اٌم‬ ‫أداح‬ ‫عؾ‬ٛ‫ِز‬ ِٓ ‫اوجش‬
0.5
‫شذح‬ ‫ٔغجخ‬ ‫ثٍغذ‬ٚ ،)
‫ألفشاد‬ ‫اإلعبثخ‬
( ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬
68.6
،)%
‫اؽذ‬ ٖ‫ثبػزجبس‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫ألفشاد‬ ‫اػؾخ‬ٌٛ‫ا‬ ‫األثؼبد‬ ِٓ ‫ؼذ‬٠ ‫ّخ‬١‫اٌم‬ ‫ثؼذ‬ ْ‫ا‬ ٍٝ‫ػ‬ ‫ذي‬٠ ‫٘زا‬ٚ
ٌ ‫ّخ‬ٌّٙ‫ا‬ ‫األثؼبد‬
ً١ٍ‫زؾ‬
VRIO
‫اسد‬ٌّٛ‫ا‬ ْٛ‫رى‬ ْ‫أ‬ ‫خ‬١ّ٘‫ا‬ ‫ٕخ‬١‫اٌؼ‬ ‫رذسن‬ٚ
.‫اٌّغزذاِخ‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫أ٘ذاف‬ ‫ٌزؾمك‬ ‫ّخ‬١‫ل‬

10. ‫ِزٍخ‬
‫ربِؼخ‬
‫وشثالء‬
‫خ‬١ٍّ‫اٌؼ‬
–
‫اٌّزٍذ‬
‫اٌشاثغ‬
‫ػشش‬
-
‫اٌؼذد‬
‫اٌشاثغ‬
/ ٍّٟ‫ػ‬ /
6
201
22
‫ة‬
.
: ‫إٌذسح‬
ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ‫ثٍغ‬
‫إٌذسح‬ ‫ٌجؼذ‬
(
0.761
( ٖ‫لذس‬ ٞ‫بس‬١‫ِؼ‬ ‫ثبٔؾشاف‬ٚ )
0.172
( ‫اخزالف‬ ًِ‫ثّؼب‬ٚ )
0.226
‫لذ‬ٚ )
ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ْ‫ا‬ ٓ١‫رج‬
( ‫اٌجبٌغ‬ٚ ‫بط‬١‫اٌم‬ ‫أداح‬ ‫عؾ‬ٛ‫ِز‬ ِٓ ‫اوجش‬
0.5
‫ألفشا‬ ‫اإلعبثخ‬ ‫شذح‬ ‫ٔغجخ‬ ‫ثٍغذ‬ٚ .)
‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫د‬
(
76.1
، )%
ٖ‫ثبػزجبس‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫ألفشاد‬ ‫اػؾخ‬ٌٛ‫ا‬ ‫األثؼبد‬ ِٓ ‫ؼذ‬٠ ‫إٌذسح‬ ْ‫ا‬ ٍٝ‫ػ‬ ‫ذي‬٠ ‫٘زا‬ٚ
ٌ ‫ّخ‬ٌّٙ‫ا‬ ‫األثؼبد‬ ‫اؽذ‬
ً١ٍ‫زؾ‬
VRIO
.
.‫اٌّغزذاِخ‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫ٌزؾمك‬ ‫ٌٍٕفبر‬ ‫لبثٍخ‬ٚ ‫ٔبدسح‬ ‫اسد‬ٌّٛ‫ا‬ ْٛ‫رى‬ ْ‫أ‬ ‫خ‬١ّ٘‫أ‬ ‫ٕخ‬١‫اٌؼ‬ ‫رذسن‬ ‫ار‬
‫د‬
.
‫وٍفخ‬
: ‫ذ‬١ٍ‫اٌتم‬
ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ‫ثٍغ‬
ْٚ‫ص‬
‫ٌجؼذ‬
‫وٍفخ‬
‫ذ‬١ٍ‫اٌزم‬
(
0.788
( ٖ‫لذس‬ ٞ‫بس‬١‫ِؼ‬ ‫ثبٔؾشاف‬ٚ )
0.139
‫اخزالف‬ ًِ‫ثّؼب‬ٚ )
(
0.177
ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ْ‫ا‬ ٓ١‫رج‬ ‫لذ‬ٚ )
ِٓ ‫اوجش‬
‫أثؼبد‬ ٟ‫ثبل‬ ِٓ ‫أوجش‬ٚ ،‫بط‬١‫اٌم‬ ‫أداح‬ ‫عؾ‬ٛ‫ِز‬
ً١ٍ‫رؾ‬
VRIO
‫رٌه‬ ٟٕ‫ؼ‬٠ٚ
‫ش‬١‫ٌّزغ‬ ً‫ء‬‫اغٕب‬ ‫االوضش‬ ٛ٘ ‫اٌجؼذ‬ ‫٘زا‬ ْ‫أ‬
ً١ٍ‫رؾ‬
VRIO
( ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫ألفشاد‬ ‫اإلعبثخ‬ ‫شذح‬ ‫ٔغجخ‬ ‫ثٍغذ‬ٚ
78.8
)%
،
ْ‫ا‬ ٍٝ‫ػ‬ ‫ذي‬٠ ‫٘زا‬ٚ
ٌ ‫ّخ‬ٌّٙ‫ا‬ ‫األثؼبد‬ ‫اؽذ‬ ٖ‫ثبػزجبس‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫ألفشاد‬ ‫اػؾخ‬ٌٛ‫ا‬ ‫األثؼبد‬ ِٓ ‫ؼذ‬٠ ‫ذ‬١ٍ‫اٌزم‬ ‫خ‬١ٔ‫اِىب‬
ً١ٍ‫زؾ‬
VRIO
‫بدح‬٠‫ثض‬ ُ‫ز‬ٙ‫ر‬ ‫ٕخ‬١‫اٌؼ‬ ْ‫ا‬ٚ .
ٚ ‫وٍفخ‬
‫االعزذاِخ‬ ‫ك‬١‫ٌزؾم‬ ٓ١‫إٌّبفغ‬ ٍٝ‫ػ‬ ‫اسد٘ب‬ِٛ ‫ذ‬١ٍ‫رم‬ ‫ثخ‬ٛ‫طؼ‬
‫ضح‬١ٌٍّ
‫اٌز‬
.‫خ‬١‫ٕبفغ‬
‫ث‬
.
‫ّخ‬١‫اٌم‬ ٍٝ‫ػ‬ ‫ي‬ٛ‫ٌٍضص‬ ُ١‫اٌتٕظ‬
:
ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ‫ثٍغ‬
ُ١‫اٌزٕظ‬ ‫ٌجؼذ‬
(
0.730
( ٖ‫لذس‬ ٞ‫بس‬١‫ِؼ‬ ‫ثبٔؾشاف‬ٚ )
0.167
)
( ‫اخزالف‬ ًِ‫ثّؼب‬ٚ
0.229
ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ْ‫ا‬ ٓ١‫رج‬ ‫لذ‬ٚ )
‫اإلعبثخ‬ ‫شذح‬ ‫ٔغجخ‬ ‫ثٍغذ‬ٚ ،‫بط‬١‫اٌم‬ ‫أداح‬ ‫عؾ‬ٛ‫ِز‬ ِٓ ‫اوجش‬
( ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫ألفشاد‬
73
، )%
‫ّخ‬ٌّٙ‫ا‬ ‫األثؼبد‬ ‫اؽذ‬ ٖ‫ثبػزجبس‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫ألفشاد‬ ‫اػؾخ‬ٌٛ‫ا‬ ‫األثؼبد‬ ِٓ ُ١‫اٌزٕظ‬ ْ‫ا‬ ٍٝ‫ػ‬ ‫ذي‬٠ ‫٘زا‬ٚ
ٌ
ً١ٍ‫زؾ‬
VRIO
‫خ‬١ٍّ‫ثؼ‬ ُ‫ز‬ٙ‫ر‬ ‫ٕخ‬١‫اٌؼ‬ ْ‫ا‬ٚ .
ْ‫ٌؼّب‬ ‫ء‬ٛ‫وف‬ ً‫ثشى‬ ‫اسد‬ٌّٛ‫ا‬ ُ١‫رٕظ‬
‫اعزذاِخ‬
.‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
2
.
‫خ‬١‫اٌتٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
:
‫ضح‬١ٌّ‫ا‬ ‫اٌّؼزّذ‬ ‫ش‬١‫ٌٍّزغ‬ ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ‫ثٍغ‬
( ‫خ‬١‫اٌزٕبفغ‬
0.818
‫عؾ‬ٌٛ‫ا‬ ِٓ ‫اوجش‬ ‫عؾ‬ٌٛ‫ا‬ ‫٘زا‬ ْ‫ا‬ٚ )
( ‫اٌجبٌغ‬ ٟ‫اٌفشػ‬ ٟ‫اٌؾغبث‬
0.5
( ٞ‫بس‬١‫اٌّؼ‬ ‫االٔؾشاف‬ ‫ثٍغ‬ٚ )
0.114
‫االخزالف‬ ًِ‫ِؼب‬ ‫ثٍغ‬ٚ ‫بٔبد‬١‫اٌج‬ ‫رغبٔظ‬ ٜ‫ِذ‬ ٌٝ‫ا‬ ‫ش‬١‫ش‬٠ ‫٘زا‬ٚ )
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌٍّ
(
0.140
)
( ‫ثٍغذ‬ ‫ش‬١‫اٌّزغ‬ ‫٘زا‬ ‫ي‬ٛ‫ؽ‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫اعبثخ‬ ‫ٌشذح‬ ‫خ‬٠ٛ‫اٌّئ‬ ‫إٌغجخ‬ٚ
81.8
‫ذي‬٠ٚ . )%
‫آساء‬ ْ‫ا‬ ٍٝ‫ػ‬ ‫رٌه‬
ٓ٠‫ٌٍجؼذ‬ ‫ٔخ‬ٚ‫ص‬ٌّٛ‫ا‬ ‫خ‬١‫اٌؾغبث‬ ‫عبؽ‬ٚ‫األ‬ ْ‫ا‬ ‫ار‬ ً‫ب‬‫اػؾ‬ٚ ٖ‫ٔشا‬ ‫ِب‬ ‫٘زا‬ٚ ‫ب‬ٙ‫اعبثبر‬ ٍٝ‫ػ‬ ً‫ب‬‫غبث‬٠‫ا‬ ‫أؼىظ‬ ‫ِب‬ ‫ش‬١‫اٌّزغ‬ ‫زا‬ٙ‫ث‬ ً‫ب‬ِ‫ا٘زّب‬ ٟ‫رؼط‬ ‫ٕخ‬١‫اٌؼ‬
‫وب‬ ‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫ش‬١‫ٌّزغ‬ ‫د‬ٛ‫رؼ‬ ٟ‫اٌز‬
ٟ‫اٌفشػ‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ِٓ ٍٝ‫أػ‬ ‫ٔذ‬
‫ب‬ٙ‫ؼ‬١ّ‫ع‬ ‫صخ‬ٛ‫اٌّجؾ‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ٌؼ‬ ‫اإلعبثخ‬ ‫شذح‬ ْ‫ا‬ٚ .
‫وب‬
( ِٓ ٍٝ‫أػ‬ ‫ٔذ‬
50
( ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫اعبثبد‬ ‫ٌشذح‬ ‫خ‬٠ٛ‫ِئ‬ ‫ٔغجخ‬ ً‫ال‬ ‫ثٍغذ‬ ‫ار‬ )%
81.5
‫ذ‬١‫اٌزؼم‬ ‫ٌجؼذ‬ )%
ٍٟ١‫رفظ‬ ‫ششػ‬ ٍٟ٠ ‫ّب‬١‫ف‬ٚ
.‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫أثؼبد‬ ‫ي‬ٛ‫ؽ‬ ‫صخ‬ٛ‫اٌّجؾ‬ ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫ساء‬٢
‫أ‬
.
‫اٌّتبٔخ‬
:
(‫ي‬ٚ‫اٌغذ‬ ‫ٔزبئظ‬ ِٓ ‫زؼؼ‬٠
2
)
ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ْ‫ا‬
‫ثٍغ‬ ‫اٌّزبٔخ‬ ‫ٌجؼذ‬
(
0.820
‫ثبٔؾشاف‬ٚ )
ٖ‫لذس‬ ٞ‫بس‬١‫ِؼ‬
(
0.122
)
( ‫اخزالف‬ ًِ‫ثّؼب‬ٚ
0.149
ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ْ‫ا‬ ٓ١‫رج‬ ‫لذ‬ٚ )
‫بط‬١‫اٌم‬ ‫أداح‬ ‫عؾ‬ٛ‫ِز‬ ِٓ ‫اوجش‬
ٟٕ‫ؼ‬٠ٚ ‫ذ‬١‫اٌزؼم‬ ‫ثؼذ‬ ِٓ ‫أوجش‬ٚ ،
( ‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫ألفشاد‬ ‫اإلعبثخ‬ ‫شذح‬ ‫ٔغجخ‬ ‫ثٍغذ‬ٚ ‫ش‬١‫اٌّزغ‬ ‫زا‬ٌٙ ‫اغٕبءا‬ ‫االوضش‬ ٛ٘ ‫اٌجؼذ‬ ‫٘زا‬ ْ‫أ‬ ‫رٌه‬
82
)%
،
‫ثؼذ‬ ْ‫ا‬ ٍٝ‫ػ‬ ‫ذي‬٠ ‫٘زا‬ٚ
ِٓ ‫اٌّزبٔخ‬
‫ب‬ٙ‫ِخشعبر‬ ‫خ‬٠‫اعزّشاس‬ٚ ‫ح‬ٛ‫ل‬ ‫خ‬١ّ٘‫أ‬ ‫ٕخ‬١‫اٌؼ‬ ‫رذسن‬ ‫ار‬ ‫ٕخ‬١‫اٌؼ‬ ‫ألفشاد‬ ‫اػؾخ‬ٌٛ‫ا‬ ‫األثؼبد‬
‫العزذاِخ‬
.‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬
‫ة‬
.
‫ذ‬١‫اٌتؼم‬
:
ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ‫ثٍغ‬
‫ذ‬١‫اٌزؼم‬ ‫ٌجؼذ‬
(
0.815
( ٖ‫لذس‬ ٞ‫بس‬١‫ِؼ‬ ‫ثبٔؾشاف‬ٚ )
0.106
( ‫اخزالف‬ ًِ‫ثّؼب‬ٚ )
0.130
)
ْٚ‫ص‬ٌّٛ‫ا‬ ٟ‫اٌؾغبث‬ ‫عؾ‬ٌٛ‫ا‬ ْ‫ا‬ ٓ١‫رج‬ ‫لذ‬ٚ
.‫بط‬١‫اٌم‬ ‫أداح‬ ‫عؾ‬ٛ‫ِز‬ ِٓ ‫اوجش‬
‫ٔغج‬ ‫ثٍغذ‬ٚ
‫اٌجؾش‬ ‫ٕخ‬١‫ػ‬ ‫ألفشاد‬ ‫اإلعبثخ‬ ‫شذح‬ ‫خ‬
(
81.5
)%
،
‫ألفشاد‬ ‫اػؾخ‬ٌٛ‫ا‬ ‫األثؼبد‬ ِٓ ‫ؼذ‬٠ ‫ذ‬١‫اٌزؼم‬ ‫ثؼذ‬ ْ‫ا‬ ٍٝ‫ػ‬ ‫ذي‬٠ ‫٘زا‬ٚ
ٌ‫ا‬
‫ّخ‬ٌّٙ‫ا‬ ‫األثؼبد‬ ‫اؽذ‬ ٖ‫ثبػزجبس‬ ‫ٕخ‬١‫ؼ‬
‫ا‬ ‫العزذاِخ‬
.‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ
‫ب‬ٍٙ١ٍ‫تض‬ٚ ‫اٌجضج‬ ‫شاد‬١‫ِتغ‬ ٓ١‫ث‬ ‫االستجبط‬ ‫ػاللبد‬ ‫اختجبس‬ : ‫ا‬‫ب‬١ٔ‫حب‬
)ٌٝٚ‫األ‬ ‫خ‬١‫غ‬١‫اٌشئ‬ ‫خ‬١‫اٌفشض‬ ‫(اختجبس‬
ٓ١‫ث‬ ‫االسرجبؽ‬ ‫ػاللخ‬ ‫بط‬١‫ل‬ ٌٝ‫ا‬ ‫اٌفمشح‬ ٖ‫٘ز‬ ‫ذف‬ٙ‫ر‬
ً١ٍ‫رؾ‬
(
VRIO
ٚ )
‫خ‬١‫اٌزٕبفغ‬ ‫ضح‬١ٌّ‫ا‬ ‫اعزذاِخ‬
‫ثبخزجبس‬
ٌٝٚ‫اال‬ ‫غخ‬١‫اٌشئ‬ ‫خ‬١‫اٌفشػ‬
ٚ )ْ‫شِب‬١‫(عج‬ ‫ؾ‬١‫اٌجغ‬ ‫االسرجبؽ‬ ًِ‫ِؼب‬ َ‫ثبعزخذا‬ ‫رٌه‬ٚ ، ‫ب‬ٕٙ‫ػ‬ ‫إٌّجضمخ‬ ‫بد‬١‫اٌفشػ‬ٚ
‫اؽظبءح‬
( ‫االخزجبس‬
t
‫ش‬١‫ؽ‬ )
ِ ‫ش‬ٙ‫ظ‬٠
( ‫ي‬ٚ‫اٌغذ‬ ٓ
3
)
: ٟ‫وبالر‬ ‫أثؼبد٘ب‬ٚ ‫اٌجؾش‬ ‫شاد‬١‫ِزغ‬ ٓ١‫ث‬ ‫االسرجبؽ‬ ‫ِؼبِالد‬
-
( ‫ي‬ٚ‫عذ‬
3
)
/
‫اٌجؾش‬ ‫شاد‬١‫ِزغ‬ ٓ١‫ث‬ ‫االسرجبؽ‬ ‫ِؼبِالد‬
Y
Y1
Y2
X
0.636
0.663
0.594
T
‫ثخ‬ٛ‫اٌّؾغ‬
4.28
4.6
3.83
X1
0.721
0.743
0.683
T
‫ثخ‬ٛ‫اٌّؾغ‬
5.4
5.7
4.8
X2
0.575
0.602
0.535
T
‫ثخ‬ٛ‫اٌّؾغ‬
3.65
3.9
3.3
X3
0.426
0.441
0.401
T
‫ثخ‬ٛ‫اٌّؾغ‬
2.44
2.55
2.27
X4
0.522
0.555
0.477
T
‫ثخ‬ٛ‫اٌّؾغ‬
3.18
3.46
2.82
‫خ‬١ٔٚ‫االٌىزش‬ ‫اٌؾبعجخ‬ ‫ٔزبئظ‬ ٍٝ‫ػ‬ ‫ثبالػزّبد‬ ‫اٌجبؽش‬ ‫اػذاد‬ : ‫اٌّظذس‬
n = 30