دور الإبداع والتكنولوجيا

1. ‫ﻟﻠﺪﺭﺍﺳﺎﺕ‬ ‫ﺍﻟﺘﺨﺼﺼﻲ‬ ‫ﺍﳌﻌﻬﺪ‬
‫ﺍﻻﺳﱰﺍﺗﻴﺠﻴﺔ‬ ‫ﺍﻟﺪﺭﺍﺳﺎﺕ‬ ‫ﻣﺮﻛﺰ‬
‫ﺒﺤﺙ‬
‫ﺒﻌﻨﻭﺍﻥ‬
‫ﻭﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺩﻭﺭ‬
‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﻓﻲ‬
The Role Of Technology And Innovation In
Strategic Mmanagement
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2. ‫ﻤﻘﺩﻤﺔ‬
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‫ﻭﺨﺎ‬ ‫ﻭﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺔ‬ ‫ﺍﻟﻌﻠﻤﻴﺔ‬ ‫ﻭﺍﻟﺘﻁﻭﺭﺍﺕ‬ ‫ﺍﻟﺘﻐﻴﺭﺍﺕ‬ ‫ﺇﻟﻰ‬ ‫ﺒﺎﻟﻨﻅﺭ‬
‫ﺒﺘﻜﻨﻭﻟﻭﺠﻴـﺎ‬ ‫ﻤﻨﻬﺎ‬ ‫ﺘﻌﻠﻕ‬ ‫ﻤﺎ‬ ‫ﺼﺔ‬
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬
‫ﺍﺘﺠﺎﻫـﺎﺕ‬ ‫ﺍﻹﺩﺍﺭﻱ‬ ‫ﺍﻟﻔﻜـﺭ‬ ‫ﻴﻌﺭﻑ‬ ‫ﺃﺼﺒﺢ‬ ،‫ﺍﻟﻤﻌﺭﻓﺔ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻤﺒﻨﻴﺔ‬ ‫ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‬ ‫ﻭﺍﻻﺘﺠﺎﻫﺎﺕ‬ ،‫ﻭﺍﻻﺘﺼﺎل‬
‫ﺸـﻜل‬ ‫ﻓـﻲ‬ ‫ﻅﻬﺭﺕ‬ ‫ﻭﺍﻟﺘﻲ‬ ،‫ﻭﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺔ‬ ‫ﺍﻟﻌﻠﻤﻴﺔ‬ ‫ﻭﺍﻟﺘﻁﻭﺭﺍﺕ‬ ‫ﺍﻟﺘﻐﻴﺭﺍﺕ‬ ‫ﻟﺘﻠﻙ‬ ‫ﻭﻤﺴﺎﻴﺭﺓ‬ ‫ﻤﻭﺍﻜﺒﺔ‬ ‫ﺠﺩﻴﺩﺓ‬ ‫ﻭﺘﻁﻭﺭﺍﺕ‬
‫ﺍﻹ‬ ‫ﺍﻟﻔﻜﺭ‬ ‫ﺘﻁﻭﺭ‬ ‫ﻋﻥ‬ ‫ﺘﻌﺒﺭ‬ ‫ﻓﻜﺭﻴﺔ‬ ‫ﻭﻨﻤﺎﺫﺝ‬ ‫ﺃﻓﻜﺎﺭ‬
‫ﻭﺩﻭﺭﻫﺎ‬ ‫ﺍﻟﻤﻌﺭﻓﺔ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﺒﺩﺃﺕ‬ ‫ﺍﻟﺴﺎﺒﻘﺔ‬ ‫ﺍﻟﻌﺼﻭﺭ‬ ‫ﺨﻼﻑ‬ ‫ﻓﻌﻠﻰ‬ ،‫ﺩﺍﺭﻱ‬
‫ﺃﻭ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﺃﻭ‬ ‫ﻟﻸﻓﺭﺍﺩ‬ ‫ﺒﺎﻟﻨﺴﺒﺔ‬ ‫ﺴﻭﺍﺀ‬ ‫ﻟﻠﺒﻘﺎﺀ‬ ‫ﻜﻀﺭﻭﺭﺓ‬ ‫ﻭﺍﻻﺒﺘﻜﺎﺭ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﻤﻌﻬﺎ‬ ‫ﻭﺯﺍﺩﺕ‬ ،‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﺇﺘﻤﺎﻡ‬ ‫ﻓﻲ‬
‫ﺃﺼـﺒﺢ‬ ‫ﻟـﺫﻟﻙ‬ ‫ﻭﻨﺘﻴﺠﺔ‬ ،‫ﻭﻴﺒﺘﻜﺭ‬ ‫ﻴﺒﺩﻉ‬ ‫ﺃﻥ‬ ‫ﻋﻠﻴﻪ‬ ‫ﻜﻴﻨﻭﻨﺘﻪ‬ ‫ﻋﻥ‬ ‫ﻭﻴﺤﺎﻓﻅ‬ ‫ﻭﺠﻭﺩﻩ‬ ‫ﺇﺜﺒﺎﺕ‬ ‫ﻴﺭﻴﺩ‬ ‫ﺸﺨﺹ‬ ‫ﻓﻜل‬ ‫ﺍﻟﻤﺠﺘﻤﻌﺎﺕ‬
‫ﺍﻹﺒﺩ‬
‫ﺠﺩﻴـﺩ‬ ‫ﺤﻴﺎﺓ‬ ‫ﻨﻤﻁ‬ ‫ﺃﻅﻬﺭ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﺤﺩ‬ ‫ﺇﻟﻰ‬ ،‫ﻭﻀﺭﻭﺭﻴﺔ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﻟﻬﺎ‬ ‫ﻋﺎﻤﺔ‬ ‫ﺒﺼﻔﺔ‬ ‫ﺍﻟﻔﻜﺭﻴﺔ‬ ‫ﻭﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﻭﺍﻻﺒﺘﻜﺎﺭ‬ ‫ﺍﻉ‬
‫ﻭﺍﻻﺘـﺼﺎل‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺒﻔﻀل‬ ‫ﺍﻟﻤﺠﺘﻤﻌﺎﺕ‬ ‫ﺒﺫﻟﻙ‬ ‫ﻓﺄﺼﺒﺤﺕ‬ ،‫ﻭﺍﻟﻤﻌﺎﺭﻑ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻋﻠﻰ‬ ‫ﺒﺎﻷﺴﺎﺱ‬ ‫ﻴﺭﺘﻜﺯ‬
‫ﺍﻻﺠﺘﻤ‬ ‫ﻭﻜﻴﺎﻨﺎﺘﻬﺎ‬ ‫ﺃﻓﺭﺍﺩﻫﺎ‬ ‫ﺒﻴﻥ‬ ‫ﺘﺭﺒﻁ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻌﻼﻗﺎﺕ‬ ‫ﺤﻴﺙ‬ ‫ﻤﻥ‬ ‫ﺠﺩﻴﺩﺓ‬ ‫ﺼﺒﻐﺔ‬ ‫ﺫﺍﺕ‬
‫ﺍﻟﺘـﺼﺭﻑ‬ ‫ﻨﻤـﻁ‬ ‫ﺤﻴﺙ‬ ‫ﻭﻤﻥ‬ ،‫ﺎﻋﻴﺔ‬
‫ﺇﻟـﻰ‬ ‫ﺍﻟﻤﻌﺎﺼـﺭ‬ ‫ﺍﻹﺩﺍﺭﻱ‬ ‫ﺍﻟﻔﻜﺭ‬ ‫ﻗﺎﺩ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻷﻤﺭ‬ ،‫ﺒﻴﻨﻬﺎ‬ ‫ﻓﻴﻤﺎ‬ ‫ﻭﺍﻟﺘﻭﺍﺼل‬ ‫ﺍﻻﺘﺼﺎل‬ ‫ﺤﻴﺙ‬ ‫ﻭﻤﻥ‬ ‫ﺍﻟﻭﺤﺩﺍﺕ‬ ‫ﻟﺘﻠﻙ‬ ‫ﻭﺍﻟﺘﺄﻗﻠﻡ‬
‫ﺍﻟﻭﺍﺴـﻊ‬ ‫ﻭﺍﻨﺘﺸﺎﺭﻫﺎ‬ ‫ﻭﺍﻟﻤﻌﺎﺭﻑ‬ ‫ﻟﻠﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻟﻜﺜﻴﻑ‬ ‫ﺍﻻﺴﺘﺨﺩﺍﻡ‬ ‫ﻋﻠﻰ‬ ‫ﻜﺈﺸﺎﺭﺓ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻤﺠﺘﻤﻊ‬ ‫ﻤﺼﻁﻠﺢ‬ ‫ﺍﺴﺘﻌﻤﺎل‬
‫ﺍﻟﻤﺘﻤ‬ ‫ﻨﻘﻠﻬﺎ‬ ‫ﻭﻭﺴﺎﺌل‬ ‫ﺘﻘﻨﻴﺎﺘﻬﺎ‬ ‫ﺘﻁﻭﺭ‬ ‫ﺒﻔﻀل‬
‫ﻭﺍﻟﺘﻐﻴـﺭﺍﺕ‬ ‫ﺍﻟﺘﻁـﻭﺭﺍﺕ‬ ‫ﻫﺫﻩ‬ ،‫ﻭﺍﻻﺘﺼﺎل‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﻓﻲ‬ ‫ﺜﻠﺔ‬
‫ﻭﺒﺸﻜل‬ ،‫ﺍﻹﺩﺍﺭﻱ‬ ‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺤﻭل‬ ‫ﻭﻋﻤﻠﻴﺔ‬ ‫ﻓﻜﺭﻴﺔ‬ ‫ﻭﺘﺼﻭﺭﺍﺕ‬ ‫ﻨﻤﺎﺫﺝ‬ ‫ﺒﺭﻭﺯ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺍﻹﺩﺍﺭﻱ‬ ‫ﺍﻟﻔﻜﺭ‬ ‫ﺘﻁﻭﺭ‬ ‫ﻤﻥ‬ ‫ﻋﺯﺯﺕ‬
‫ﻭﺍﻟﺘﻁﻭﺭ‬ ‫ﺍﻟﺘﺠﺩﺩ‬ ‫ﺴﺭﻴﻊ‬ ‫ﺤﺎﻟﻴﺎ‬ ‫ﺍﻹﺩﺍﺭﻱ‬ ‫ﺍﻟﻔﻜﺭ‬ ‫ﺠﻌل‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻷﻤﺭ‬ ،‫ﻭﻤﻜﺜﻑ‬ ‫ﺴﺭﻴﻊ‬
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‫ﺍﻭﻻ‬
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‫ﺍﻟﻤﻨﻅﻤﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬
‫ﺍﻹ‬
‫ﻭﻴﺒﺘﻜـﺭ‬ ‫ﻴﺒـﺩﻉ‬ ‫ﻭﺍﻹﻨـﺴﺎﻥ‬ ‫ﺍﻟﺨﻠﻴﻘﺔ‬ ‫ﺒﺩﺀ‬ ‫ﻓﻤﻨﺫ‬ ،‫ﺍﻻﻫﺘﻤﺎﻡ‬ ‫ﺤﺩﻴﺜﺔ‬ ‫ﺍﻟﺠﺫﻭﺭ‬ ‫ﻗﺩﻴﻤﺔ‬ ‫ﻅﺎﻫﺭﺓ‬ ‫ﺒﺩﺍﻉ‬
‫ﻭﺒﺩﺍﻴـﺔ‬ ‫ﺍﻷﺭﺒﻌﻴﻨـﺎﺕ‬ ‫ﻨﻬﺎﻴﺔ‬ ‫ﻤﻨﺫ‬ ‫ﺒﺩﺃ‬ ‫ﺒﺎﻹﺒﺩﺍﻉ‬ ‫ﺍﻟﻤﻨﻅﻡ‬ ‫ﺍﻟﻌﻠﻤﻲ‬ ‫ﺍﻻﻫﺘﻤﺎﻡ‬ ‫ﻟﻜﻥ‬ ‫ﺍﻟﺠﻤﺎﻋﺔ‬ ‫ﻤﻊ‬ ‫ﺃﻭ‬ ‫ﻟﻭﺤﺩﻩ‬
‫ﺍﻟﻨﻔﺱ‬ ‫ﻋﻠﻡ‬ ‫ﻓﻲ‬ ‫ﺭﺌﻴﺱ‬ ‫ﻜﻤﻭﻀﻭﻉ‬ ‫ﺍﻟﻌﺸﺭﻴﻥ‬ ‫ﺍﻟﻘﺭﻥ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺨﻤﺴﻴﻨﺎﺕ‬
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‫ﻟ‬ ‫ﺍﻷﻤﺎﻥ‬ ‫ﺼﻤﺎﻡ‬ ‫ﺍﻟﻤﻨﻅﻤﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻭﻴﻌﺘﺒﺭ‬
‫ﺘﺤـﺭﺹ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻨﺎﺠﺤﺔ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﻭﺍﺴﺘﻤﺭﺍﺭ‬ ‫ﺘﺤﻘﻴﻕ‬
‫ﺍﻟﻌﻤل‬ ‫ﻤﺠﺎﻻﺕ‬ ‫ﻤﺨﺘﻠﻑ‬ ‫ﻓﻲ‬ ‫ﻭﻨﻭﻋﻴﺔ‬ ‫ﻜﻤﻴﺔ‬ ‫ﻗﻔﺯﺍﺕ‬ ‫ﺘﺤﻘﻴﻕ‬ ‫ﻋﻠﻰ‬
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‫ﺍﻟﻤﻔـﺎﻫﻴﻡ‬ ‫ﻤﻥ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺃﺼﺒﺢ‬ ‫ﺤﻴﺙ‬
‫ﻋﻠـﻰ‬ ‫ﺍﻨﻌﻜـﺴﺕ‬ ‫ﺍﻟﺘﻲ‬ ‫ﻭﺍﻟﻌﻠﻤﻴﺔ‬ ‫ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺔ‬ ‫ﻟﻠﺘﻁﻭﺭﺍﺕ‬ ‫ﻨﺘﻴﺠﺔ‬ ‫ﺍﻟﻴﻭﻡ‬ ‫ﻋﺎﻟﻡ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﺘﺩﺍﻭﻟﺔ‬ ‫ﺍﻷﺴﺎﺴﻴﺔ‬
‫ﻭ‬ ‫ﻟﻺﺒﺩﺍﻉ‬ ‫ﺍﻟﺤﺎﺠﺔ‬ ‫ﻭﺃﺼﺒﺤﺕ‬ ‫ﻭﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺍﻹﻨﺴﺎﻥ‬ ‫ﺤﻴﺎﺓ‬ ‫ﻤﺠﻤل‬
‫ﻭﺫﻟﻙ‬ ‫ﺍﻟﻤﻌﺎﺼﺭﺓ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﻓﻲ‬ ‫ﺍﻀﺤﺔ‬
‫ﺍﻟﻤﺘﻐﻴـﺭﺓ‬ ‫ﺍﻟﺒﻴﺌﻴـﺔ‬ ‫ﺍﻟﻅـﺭﻭﻑ‬ ‫ﻤـﻊ‬ ‫ﺍﻟﺘﻜﻴﻑ‬ ‫ﻋﻠﻰ‬ ‫ﻭﻗﺩﺭﺘﻬﺎ‬ ‫ﻭﺒﻨﺎﺌﻬﺎ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻟﻨﻤﻭ‬ ‫ﻤﻬﻤﺔ‬ ‫ﺃﺩﺍﺓ‬ ‫ﻷﻨﻪ‬
‫ﻗﺼﻴﺭﺓ‬ ‫ﻤﺩﺓ‬ ‫ﺨﻼل‬ ‫ﻭﺘﺯﻭل‬ ‫ﺒﺴﺭﻋﺔ‬ ‫ﺘﻬﺭﻡ‬ ‫ﺘﺒﺩﻉ‬ ‫ﻻ‬ ‫ﺍﻟﺘﻲ‬ ‫ﻓﺎﻟﻤﻨﻅﻤﺔ‬
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‫ﻤﻌـﺩﻻﺕ‬ ‫ﻭﺘـﺴﺎﺭﻉ‬ ‫ﺘﺯﺍﻴـﺩ‬ ‫ﻭﻤﻊ‬
‫ﺍﻟﺴﺘﺭﺍﺘ‬ ‫ﺍﻟﺨﻴﺎﺭﺍﺕ‬ ‫ﻜﺄﺤﺩ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﺍﺯﺩﺍﺩﺕ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﻤﻨﺎﻓﺴﺔ‬
‫ﺃﻥ‬ ‫ﺍﻟﺩﺭﺍﺴﺎﺕ‬ ‫ﻭﺘﺅﻜﺩ‬ ‫ﻴﺠﻴﺔ‬
‫ﺍﻟﺩﺭﺍﺴـﺎﺕ‬ ‫ﻤـﻥ‬ ‫ﺍﻟﻜﺜﻴﺭ‬ ‫ﺃﻥ‬ ‫ﻋﻠﻰ‬ ‫ﹰ‬
‫ﻼ‬‫ﻓﻀ‬ ‫ﺒﺎﺴﺘﻤﺭﺍﺭ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻘﺎﺩﺭﺓ‬ ‫ﺘﻠﻙ‬ ‫ﻫﻲ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﺃﻓﻀل‬
‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﻤﻴﺯﺓ‬ ‫ﺒﺘﺤﻘﻴﻕ‬ ‫ﺍﻟﻜﻔﻴل‬ ‫ﻫﻭ‬ ‫ﺍﻟﻤﺘﻭﺍﺼل‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺃﻥ‬ ‫ﺇﻟﻰ‬ ‫ﺃﺸﺎﺭﺕ‬
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‫ﺍﺨﺘﺎﺭ‬ ‫ﺘﻘﺩﻡ‬ ‫ﻤﺎ‬ ‫ﻋﻠﻰ‬ 
‫ﺀ‬‫ﻭﺒﻨﺎ‬
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3. ‫ﻭﺍﻷﻨﻭﺍﻉ‬ ‫ﺍﻟﻤﺼﺎﺩﺭ‬ ،‫ﺍﻟﻤﻔﻬﻭﻡ‬ ‫ﺤﻴﺙ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻤﻨﻅﻤﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺘﻨﺎﻭل‬ ‫ﺍﻟﺒﺎﺤﺙ‬
‫ﺍﻟﻨﻅﺭﻴـﺎﺕ‬ ‫ﻭﻜﺫﻟﻙ‬ ‫ﺍﻟﻘﻴﺎﺱ‬ ،
‫ﻭﺍﻟﻤﺩﺍﺨل‬
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‫ﺜﺎﻨﻴﺎ‬
:
‫ﺍﻟﻤﻔﻬﻭﻡ‬
‫ﻓﺎﻨﻁﻼﻗـﺎ‬ ،‫ﻭﺍﻟﻤﺒﺎﺩﺭﺓ‬ ‫ﺍﻟﻤﺒﺎﺩﺃﺓ‬ ‫ﻋﻠﻰ‬ ‫ﺃﺴﺎﺴﻲ‬ ‫ﺒﺸﻜل‬ ‫ﻴﻌﺘﻤﺩ‬ ‫ﺇﺫ‬ ‫ﺍﻟﺘﺠﺩﻴﺩ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻤﺼﻁﻠﺢ‬ ‫ﻴﺸﻴﺭ‬
‫ﺍﻟﺘﻔﺎﻋـل‬ ‫ﻋﻤﻠﻴـﺎﺕ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺴﺎﺒﻘﺎ‬ ‫ﺘﻜﻥ‬ ‫ﻟﻡ‬ ‫ﻭﻤﺒﺘﻜﺭﺓ‬ ‫ﺠﺩﻴﺩﺓ‬ ‫ﺃﺸﻴﺎﺀ‬ ‫ﺘﻜﻭﻴﻥ‬ ‫ﻴﺘﻡ‬ ‫ﻭﻤﻌﺎﺭﻑ‬ ‫ﺃﻓﻜﺎﺭ‬ ‫ﻤﻥ‬
‫ﻭﺍﻟﻤﺯﺝ‬
.
‫ﻤﺨﺘﺎﺭ‬ ‫ﻓﻲ‬ ‫ﺇﺒﺩﺍﻉ‬ ‫ﻜﻠﻤﺔ‬ ‫ﻤﻌﻨﻰ‬ ‫ﻭﺭﺩ‬
‫ﺍﻟﺼﻭﺭﺓ‬ ‫ﺒﻬﺫﻩ‬ ‫ﺍﻟﺼﺤﺎﺡ‬
)
‫ﺍﻟﺸﻲﺀ‬ ‫ﺇﺒﺩﺍﻉ‬
(
‫ﻤﺜـﺎل‬ ‫ﻻﻋﻠـﻰ‬ ‫ﺍﺨﺘﺭﻋﻪ‬
)
،‫ﺍﻟﺭﺍﺯﻱ‬
١٩٨١
:
٤٣
(
‫ﺘﻌﺎﻟﻰ‬ ‫ﻗﻭﻟﻪ‬ ‫ﻭﻓﻲ‬
)
‫ﻭﺍﻷﺭﺽ‬ ‫ﺍﻟﺴﻤﻭﺍﺕ‬ ‫ﺒﺩﻴﻊ‬
(
‫ﺴﻭﺭﺘﻲ‬ ‫ﻓﻲ‬
)
‫ﺁﻴـﺔ‬ ،‫ﺍﻟﺒﻘـﺭﺓ‬
١٧٧
(
‫ﻭ‬
)
‫ﺁﻴﺔ‬ ،‫ﺍﻷﻨﻌﺎﻡ‬
١٠١
(
‫ﻤﺨﺘﺭﻋﺔ‬ ‫ﺒﺼﻭﺭﺓ‬ ‫ﺍﻟﺸﻲﺀ‬ ‫ﺇﻴﺠﺎﺩ‬ ‫ﻫﻭ‬ ‫ﻭﺍﻹﺒﺩﺍﻉ‬ ،‫ﺍﻟﻤﺒﺩﻉ‬ ‫ﺒﻤﻌﻨﻰ‬ ‫ﻭﺍﻟﺒﺩﻴﻊ‬
‫ﺴﺎﺒﻕ‬ ‫ﻤﺜﺎل‬ ‫ﻏﻴﺭ‬ ‫ﻋﻠﻰ‬
)
،‫ﺍﻟﻤﺭﺍﻏﻲ‬
١٩٧٤
:
١٩٧
(
‫ﻓﺈﻥ‬
‫ﺍﻷﺸـﻴﺎﺀ‬ ‫ﺇﻨـﺸﺎﺀ‬ ‫ﺍﻟﻤﺒﺩﻉ‬ ‫ﺃﻭ‬ ‫ﺍﻟﺒﺩﻴﻊ‬ ‫ﻤﻌﻨﻰ‬
‫ﻭﺍﻻﺨﺘـﺭﺍﻉ‬ ‫ﻤﺜﻠﻪ‬ ‫ﺇﻟﻰ‬ ‫ﻴﺴﺒﻕ‬ ‫ﻟﻡ‬ ‫ﻤﺎ‬ ‫ﻓﻌل‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺃﻥ‬ ‫ﻭﺍﻻﺨﺘﺭﺍﻉ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺒﻴﻥ‬ ‫ﻭﺍﻟﻔﺭﻕ‬ ‫ﻤﺜﺎل‬ ‫ﻏﻴﺭ‬ ‫ﻋﻠﻰ‬
‫ﻟﻪ‬ ‫ﺴﺒﺏ‬ ‫ﻴﻭﺠﺩ‬ ‫ﻟﻡ‬ ‫ﻤﺎ‬ ‫ﻓﻌل‬
)
‫ﺘﺎﺭﻴﺦ‬ ‫ﺒﻼ‬ ،‫ﺍﻟﻁﺒﺭﺴﻲ‬
:
٣٤٢
.(
‫ﻭﻴﺒﺴﺘﺭ‬ ‫ﻗﺎﻤﻭﺱ‬ ‫ﻭﻴﻌﺘﺒﺭ‬
)
‫ﻁﺭﻴﻘﺔ‬ ‫ﺃﻭ‬ ‫ﺠﺩﻴﺩﺓ‬ ‫ﻓﻜﺭﺓ‬ ‫ﺃﻭ‬ ‫ﺠﺩﻴﺩ‬ ‫ﺸﻲﺀ‬ ‫ﺇﺩﺨﺎل‬ ‫ﺒﺄﻨﻪ‬
(
(Webster, 1975:
595)
‫ﻓﺎﻹﺒـﺩﺍﻉ‬ ‫ﺃﻜﺴﻔﻭﺭﺩ‬ ‫ﻗﺎﻤﻭﺱ‬ ‫ﻤﻌﻪ‬ ‫ﻭﻴﺘﻔﻕ‬
)
‫ﺠﺩﻴـﺩﺓ‬ ‫ﻁـﺭﻕ‬ ‫ﺃﻭ‬ ‫ﺃﺴـﺎﻟﻴﺏ‬ ‫ﺃﻭ‬ ‫ﺃﻓﻜـﺎﺭ‬ ‫ﺘﻘـﺩﻴﻡ‬
(
(Swannell, 1993: 549)
‫ﻫﻭ‬ ‫ﺍﻷﻋﻤﺎل‬ ‫ﻗﺎﻤﻭﺱ‬ ‫ﻓﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻭﻨﺠﺩ‬
)
،‫ﻓﻜـﺭﺓ‬ ‫ﺘﻘـﺩﻴﻡ‬ ‫ﻋﻠﻰ‬ 
‫ﻡ‬‫ﻗﺎﺌ‬ ٌ
‫ل‬‫ﻋﻤ‬
‫ﺨﺩﻤﺔ‬ ،‫ﻤﻨﺘﺞ‬ ،‫ﺃﺴﻠﻭﺏ‬
...
‫ﺠﺩﻴﺩﺓ‬
(
(Collin, 1995: 148)
.
‫ﺇﺒـﺩﺍﻉ‬ ‫ﻜﻠﻤـﺔ‬ ‫ﻓﺈﻥ‬ ‫ﺍﻹﻨﻜﻠﻴﺯﻴﺔ‬ ‫ﺍﻟﻠﻐﺔ‬ ‫ﻭﻓﻲ‬
(Innovate)
‫ﺠ‬
‫ﺍﻟﻼﺘﻴﻨﻴﺔ‬ ‫ﻤﻥ‬ ‫ﺎﺀﺕ‬
(Innovate)
‫ﻴﺠﺩﺩ‬ ‫ﻭﺘﻌﻨﻲ‬
)
،‫ﺍﻟﺩﻫﺎﻥ‬
١٩٩٢
:
١٧٩
.(
‫ﺒﺄﻨﻪ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺍﻟﺒﺎﺤﺜﻴﻥ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻌﺩﻴﺩ‬ ‫ﻑ‬
‫ﺭ‬‫ﻋ‬ ‫ﻭﻗﺩ‬
:
‫ﻤﻭﺍﻗﻑ‬ ‫ﻴﻭﺍﺠﻪ‬ ‫ﻋﻨﺩﻤﺎ‬ ‫ﺍﻟﻔﺭﺩ‬ ‫ﺒﻬﺎ‬ ‫ﻴﺘﻤﻴﺯ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻌﻤﻠﻴﺔ‬
‫ﻋـﻥ‬ ‫ﻤﺨﺘﻠﻔـﺔ‬ ‫ﺍﺴـﺘﺠﺎﺒﺘﻪ‬ ‫ﻓﺘﺠﻲﺀ‬ ،‫ﻭﺫﺍﺘﻪ‬ ‫ﻴﺘﻔﻕ‬ ‫ﺒﻤﺎ‬ ‫ﻟﻬﺎ‬ ‫ﻴﺴﺘﺠﻴﺏ‬ ‫ﺜﻡ‬ ‫ﺒﻌﻤﻕ‬ ‫ﻭﻴﻌﺎﻴﺸﻬﺎ‬ ‫ﻟﻬﺎ‬ ‫ﻴﻨﻔﻌل‬
‫ﻤﻨﻔﺭ‬ ‫ﻭﺘﻜﻭﻥ‬ ‫ﺍﻵﺨﺭﻴﻥ‬ ‫ﺍﺴﺘﺠﺎﺒﺎﺕ‬
‫ﻋﻤـل‬ ‫ﺘﻘﻨﻴـﺎﺕ‬ ‫ﺃﻭ‬ ‫ﺨﺩﻤﺎﺕ‬ ‫ﺃﻭ‬ ‫ﻤﻨﺘﺠﺎﺕ‬ ‫ﺍﻟﻌﻤﻠﻴﺔ‬ ‫ﻫﺫﻩ‬ ‫ﻭﺘﺘﻀﻤﻥ‬ ‫ﺩﺓ‬
‫ﺃﻓﻜـﺎﺭ‬ ‫ﻁـﺭﺡ‬ ‫ﻓـﻲ‬ ‫ﺍﻟﻤﺘﻤﺜل‬ ‫ﺍﻟﻘﻴﺎﺩﻱ‬ ‫ﺍﻟﻔﻜﺭ‬ ‫ﺘﺸﻤل‬ ‫ﻜﻤﺎ‬ ،‫ﺠﺩﻴﺩﺓ‬ ‫ﺇﺩﺍﺭﻴﺔ‬ ‫ﻭﻋﻤﻠﻴﺎﺕ‬ ‫ﺃﺩﻭﺍﺕ‬ ‫ﺃﻭ‬ ،‫ﺠﺩﻴﺩﺓ‬
‫ﺠﺩﻴﺩﺓ‬
.
‫ﺠﺩﻴـﺩﺓ‬ ‫ﺃﻓﻜـﺎﺭ‬ ‫ﻁـﺭﺡ‬ ‫ﻓﻲ‬ ‫ﹰ‬
‫ﻼ‬‫ﻤﺘﻤﺜ‬ ‫ﺃﻭ‬ ‫ﹰ‬
‫ﺎ‬‫ﻓﻨﻴ‬ ‫ﺃﻭ‬ ‫ﹰ‬
‫ﺎ‬‫ﺃﺩﺒﻴ‬ ‫ﺃﻭ‬ ‫ﹰ‬
‫ﺎ‬‫ﻋﻠﻤﻴ‬ ‫ﺃﻭ‬ ‫ﺇﺩﺍﺭﻴﺎ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻴﻜﻭﻥ‬ ‫ﻭﻗﺩ‬
‫ﺠﺩﻴ‬ ‫ﺨﺩﻤﺔ‬ ‫ﺃﻭ‬ ‫ﺴﻠﻌﺔ‬ ‫ﺇﻴﺠﺎﺩ‬ ‫ﺃﻭ‬ ‫ﻭﻤﻔﻴﺩﺓ‬
‫ﻤﻴـﺯ‬ ‫ﺤﻴﺙ‬ ،‫ﺍﻷﻓﺭﺍﺩ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﺘﻌﺎﻭﻥ‬ ‫ﻭﺯﻴﺎﺩﺓ‬ ‫ﻟﻠﻌﻤل‬ ‫ﻁﺭﻴﻘﺔ‬ ‫ﺃﻭ‬ ‫ﺩﺓ‬
‫ﻫﻤﺎ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻤﻥ‬ ‫ﻨﻭﻋﻴﻥ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﺒﺎﺤﺜﻴﻥ‬ ‫ﻤﻌﻅﻡ‬
:
‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺘﻘﻨﻴﺎﺕ‬ ‫ﻓﻲ‬ ‫ﺘﻐﻴﺭﺍﺕ‬ ‫ﻴﺸﻤل‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﻔﻨﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬
‫ﺍﻟﺘﻨﻅﻴﻤـﻲ‬ ‫ﻭﺍﻟﺒﻨـﺎﺀ‬ ‫ﻭﺍﻷﺩﻭﺍﺭ‬ ‫ﺍﻹﺠـﺭﺍﺀﺍﺕ‬ ‫ﻴﺘﻀﻤﻥ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻹﺩﺍﺭﻱ‬ ‫ﻭﺍﻹﺒﺩﺍﻉ‬ ،‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺘﺴﺘﺨﺩﻤﻬﺎ‬
‫ﺒﺎﻹ‬ ‫ﺍﻟﻌﻤل‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﻭﺇﻋﺎﺩﺓ‬ ‫ﻭﺍﻟﻘﻭﺍﻋﺩ‬
‫ﺘﺤـﺴﻴﻥ‬ ‫ﺇﻟـﻰ‬ ‫ﺘﻬـﺩﻑ‬ ‫ﺍﻟﺘـﻲ‬ ‫ﺍﻹﺒﺩﺍﻋﻴﺔ‬ ‫ﺍﻟﻨﺸﺎﻁﺎﺕ‬ ‫ﺇﻟﻰ‬ ‫ﻀﺎﻓﺔ‬
‫ﺒﻬـﺎ‬ ‫ﺍﻟﻤﻌﻨﻴـﺔ‬ ‫ﺍﻷﻫـﺩﺍﻑ‬ ‫ﺘﺤﻘﻴـﻕ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﻭﺼﻭل‬ ‫ﺒﻐﻴﺔ‬ ‫ﺒﻴﻨﻬﻡ‬ ‫ﻓﻴﻤﺎ‬ ‫ﻭﺍﻟﺘﻔﺎﻋل‬ ‫ﺍﻷﻓﺭﺍﺩ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﻌﻼﻗﺎﺕ‬
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4. ‫ﺍﻟﻤﻨﻅﻤﺔ‬
.(
‫ﺠﺩﻴـﺩﺓ‬ ‫ﻗﻴﻡ‬ ‫ﺇﻴﺠﺎﺩ‬ ‫ﺇﻟﻰ‬ ‫ﻴﻀﻔﻲ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﺨﻼﻕ‬ ‫ﺍﻹﺩﺍﺭﻱ‬ ‫ﺍﻟﺘﻔﻜﻴﺭ‬ ‫ﺫﻟﻙ‬ ‫ﻫﻭ‬ ‫ﺍﻹﺩﺍﺭﻱ‬ ‫ﻓﺎﻹﺒﺩﺍﻉ‬
‫ﻴ‬ ‫ﻋﻠﻴﻪ‬ ‫ﻭﺒﻨﺎﺀﺍ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﺃﻭ‬ ‫ﻋﻠﻤﻴﺔ‬ ‫ﻜﺎﻨﺕ‬ ‫ﺴﻭﺍﺀ‬
‫ﻴﺘﻤﺜل‬ ‫ﻓﺎﻷﻭل‬ ‫ﺍﻹﺩﺍﺭﻱ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻤﻥ‬ ‫ﻨﻭﻋﻴﻥ‬ ‫ﺍﻟﺘﻤﻴﻴﺯ‬ ‫ﻤﻜﻥ‬
‫ﻨﻅﺭﻴـﺎﺕ‬ ‫ﻋﻨـﻪ‬ ‫ﻴﺘﻭﻟﺩ‬ ‫ﺍﻟﺫﻱ‬ ‫ﻭﺍﻟﻔﻜﺭﻱ‬ ‫ﺍﻟﺫﻫﻨﻲ‬ ‫ﺍﻟﺠﻬﺩ‬ ‫ﺫﻟﻙ‬ ‫ﻴﻌﺘﺒﺭ‬ ‫ﻭﺍﻟﺫﻱ‬ ‫ﺍﻟﻌﻠﻤﻲ‬ ‫ﺍﻹﺩﺍﺭﻱ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻓﻲ‬
‫ﺇﺩﺍﺭﻴـﺔ‬ ‫ﻭﻅـﻭﺍﻫﺭ‬ ‫ﻟﻘﻀﺎﻴﺎ‬ ‫ﻤﺒﺘﻜﺭ‬ ‫ﺤل‬ ‫ﺘﻌﺘﺒﺭ‬ ‫ﺃﻭ‬ ‫ﺠﺩﻴﺩﺓ‬ ‫ﺇﺩﺍﺭﻴﺔ‬ ‫ﻗﻀﺎﻴﺎ‬ ‫ﺘﻌﺎﻟﺞ‬ ‫ﺠﺩﻴﺩﺓ‬ ‫ﺇﺩﺍﺭﻴﺔ‬ ‫ﻭﻨﻤﺎﺫﺝ‬
‫ﺍﻹﺩ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻓﻲ‬ ‫ﻴﺘﻤﺜل‬ ‫ﻭﺍﻟﺜﺎﻨﻲ‬ ،‫ﻤﻌﻬﻭﺩﺓ‬
‫ﺇﺩﺍﺭﻴـﺔ‬ ‫ﻗـﻀﺎﻴﺎ‬ ‫ﻤﻌﺎﻟﺠﺔ‬ ‫ﻋﻠﻰ‬ ‫ﻴﻘﺘﺼﺭ‬ ‫ﻭﺍﻟﺫﻱ‬ ‫ﺍﻟﻌﻤﻠﻲ‬ ‫ﺍﺭﻱ‬
‫ﺍﻹﺒـﺩﺍﻉ‬ ‫ﻴـﺴﺘﻁﻴﻊ‬ ‫ﻤﻨﻅﻤﺘﻪ‬ ‫ﺇﺩﺍﺭﺓ‬ ‫ﺒﺼﺩﺩ‬ ‫ﻴﻜﻭﻥ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﻤﺩﻴﺭ‬ ‫ﻴﺨﺹ‬ ‫ﺃﻨﻪ‬ ‫ﺒﻤﻌﻨﻰ‬ ،‫ﻅﺭﻓﻴﺔ‬ ‫ﺃﻭ‬ ‫ﻤﻭﻗﻔﻴﺔ‬
‫ﺃﻭ‬ ‫ﺠﺩﻴـﺩﺓ‬ ‫ﺘﻨﻅﻴﻤﻴﺔ‬ ‫ﻫﻴﺎﻜل‬ ‫ﻜﺎﻗﺘﺭﺍﺡ‬ ،‫ﺍﻹﺩﺍﺭﻱ‬ ‫ﻟﻌﻤﻠﻪ‬ ‫ﻭﺍﻟﺘﺠﺩﻴﺩ‬ ‫ﺍﻟﺘﻁﻭﻴﺭ‬ ‫ﻋﻤﻠﻴﺎﺕ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﻭﺍﻻﺒﺘﻜﺎﺭ‬
‫ﻭﻴﻘ‬ ،‫ﻭﻏﻴﺭﻫﺎ‬ ‫ﺇﺩﺍﺭﻴﺔ‬ ‫ﻨﻅﺭﻴﺎﺕ‬ ‫ﺃﻭ‬ ‫ﻨﻤﺎﺫﺝ‬ ‫ﺘﻁﺒﻴﻕ‬
‫ﺍﻟﺘﺼﺭﻑ‬ ‫ﺤﺭﻴﺔ‬ ‫ﺒﻭﺠﻭﺩ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﻫﺫﺍ‬ ‫ﺘﺭﻥ‬
‫ﻭﺍﺴﻌﺔ‬ ‫ﻭﺼﻼﺤﻴﺎﺕ‬ ‫ﻭﻤﺴﺅﻭﻟﻴﺎﺕ‬ ‫ﺍﻟﻤﺒﺎﺩﺭﺓ‬ ‫ﻭﺭﻭﺡ‬
.
‫ﺒﺎﻹﺒﺩﺍﻉ‬ ‫ﺍﻟﺼﻠﺔ‬ ‫ﺫﺍﺕ‬ ‫ﺍﻟﻤﺼﻁﻠﺤﺎﺕ‬ ‫ﺒﻌﺽ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻹﺸﺎﺭﺓ‬ ‫ﻤﻥ‬ ‫ﻻﺒﺩ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺘﻨﺎﻭل‬ ‫ﻭﻋﻨﺩ‬
)
‫ﻭﺍﻻﻜﺘﺸﺎﻑ‬ ،‫ﺍﻻﺨﺘﺭﺍﻉ‬ ،‫ﺍﻻﺒﺘﻜﺎﺭ‬ ‫ﺃﻭ‬ ‫ﻜﺎﻟﺨﻠﻕ‬
(
‫ﺍﻻﺒﺘﻜـﺎﺭ‬ ‫ﺃﻭ‬ ‫ﻭﺍﻟﺨﻠﻕ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﺘﻤﻴﻴﺯ‬ ‫ﻤﺠﺎل‬ ‫ﻓﻔﻲ‬
‫ﻋﺭﻑ‬
)
،‫ﺍﻟﺴﺎﻤﺭﺍﺌﻲ‬
١٩٩٩
:
٣١
(
‫ﺠﺩﻴﺩ‬ ‫ﺸﻲﺀ‬ ‫ﻭﺇﻴﺠﺎﺩ‬ ‫ﺍﻷﻓﻜﺎﺭ‬ ‫ﺘﻭﻟﻴﺩ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻘﺎﺒﻠﻴﺔ‬ ‫ﺒﻭﺼﻔﻪ‬ ‫ﺍﻻﺒﺘﻜﺎﺭ‬
‫ﺍﻟﻌﻤﻠﻴـﺔ‬ ‫ﻓﻬـﻭ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺃﻤﺎ‬ ‫ﺍﻟﻌﻤﻠﻲ‬ ‫ﻨﺠﺎﺤﻪ‬ ‫ﻤﺩﻯ‬ ‫ﻴﻌﺭﻑ‬ ‫ﻻ‬ ‫ﺃﻨﻪ‬ ‫ﹼ‬
‫ﻻ‬‫ﺇ‬ ‫ﻟﻠﻤﻨﻅﻤﺔ‬ ‫ﺒﺎﻟﻨﺴﺒﺔ‬ ‫ﹰ‬
‫ﺍ‬‫ﺠﺩﻴﺩ‬ ‫ﻴﻜﻭﻥ‬ ‫ﻗﺩ‬
‫ﺍﻷﻓﻜـﺎﺭ‬ ‫ﺘﻭﻟﻴﺩ‬ ‫ﻴﺘﻀﻤﻥ‬ ‫ﺃﻱ‬ ‫ﹰ‬
‫ﺎ‬‫ﻋﻤﻠﻴ‬ ‫ﹰ‬
‫ﺎ‬‫ﻨﺎﺠﺤ‬ ‫ﺇﻟﻴﻪ‬ ‫ﺍﻟﺘﻭﺼل‬ ‫ﺘﻡ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﺸﻲﺀ‬ ‫ﻫﺫﺍ‬ ‫ﻴﻜﻭﻥ‬ ‫ﺨﻼﻟﻬﺎ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺘﻲ‬
‫ﻭﻨﺠﺎﺤﻬﺎ‬ ‫ﺍﻟﻔﻜﺭﺓ‬ ‫ﺒﺘﻁﺒﻴﻕ‬ 
‫ﺀ‬‫ﻭﺍﻨﺘﻬﺎ‬
.
‫ﻭﺘﺭﻯ‬
)
،‫ﺍﻟﺩﻫﺎﻥ‬
١٩٩٢
:
١٧٩
(
‫ﺍﻹﺒـﺩﺍﻉ‬ ‫ﺒﻴﻥ‬ ‫ﻋﻼﻗﺔ‬ ‫ﻫﻨﺎﻙ‬ ‫ﺃﻥ‬
‫ﻭﻴﺘﻭﻗﻑ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻴﺴﺒﻕ‬ ‫ﺍﻻﺨﺘﺭﺍﻉ‬ ‫ﺃﻥ‬ ‫ﺃﻱ‬ ‫ﺍﻟﺘﻁﺒﻴﻕ‬ ‫ﻤﺭﺤﻠﺔ‬ ‫ﻓﻲ‬ ‫ﹰ‬
‫ﺎ‬‫ﺍﺨﺘﺭﺍﻋ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻴﻌﺩ‬ ‫ﺤﻴﺙ‬ ‫ﻭﺍﻻﺨﺘﺭﺍﻉ‬
‫ﺍﻟﻔﻜﺭﺓ‬ ‫ﺘﻁﺒﻴﻕ‬ ‫ﻓﻴﺸﻤل‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺃﻤﺎ‬ ‫ﺍﻟﻔﻜﺭ‬ ‫ﻤﺴﺘﻭﻯ‬ ‫ﻋﻨﺩ‬
.
‫ﻭﺃﺸـﺎﺭﺕ‬
)
،‫ﺍﻟـﺩﻟﻴﻤﻲ‬
١٩٩٥
:
١٠
(
‫ﺇﻟـﻰ‬
‫ﻤﻔﺭﺩﺍﺕ‬
‫ﻤـﻥ‬ ‫ﻭﺠﻭﺩ‬ ‫ﻟﻬﺎ‬ ‫ﻜﺎﻥ‬ ‫ﺠﺩﻴﺩﺓ‬ ‫ﺃﺸﻴﺎﺀ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﺘﻭﺼل‬ ‫ﻴﻌﻨﻲ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻻﻜﺘﺸﺎﻑ‬ ‫ﻤﺜل‬ ‫ﻤﺭﺍﺩﻓﺔ‬ ‫ﺃﺨﺭﻯ‬
‫ﻗﺒل‬
.
‫ﺍﻨﻪ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺘﺤﺩﻴﺩ‬ ‫ﻓﻲ‬ ‫ﻭﺍﻟﻜﺘﺎﺏ‬ ‫ﺍﻟﺒﺎﺤﺜﻭﻥ‬ ‫ﻭﺍﺘﻔﻕ‬
)
‫ﻭﺘﻁﺒﻴـﻕ‬ ‫ﻭﻗﺒـﻭل‬ ‫ﺘﻭﻟﻴـﺩ‬
‫ﺘﻜـﻭﻥ‬ ‫ﺍﻟﺘﻲ‬ ‫ﻭﺍﻷﺠﻬﺯﺓ‬ ‫ﻭﺍﻷﺩﻭﺍﺕ‬ ‫ﻭﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﻭﺍﻟﺨﺩﻤﺎﺕ‬ ‫ﻭﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﻭﺍﻟﻌﻤﻠﻴﺎﺕ‬ ‫ﺍﻷﻓﻜﺎﺭ‬ ‫ﻤﻥ‬ ‫ﻟﻠﺠﺩﻴﺩ‬
‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻋﻠﻰ‬ ‫ﺠﺩﻴﺩﺓ‬
‫ﻭﺒﻴﺌﺘﻬﺎ‬
.(
‫ﺍﻟﻤﻨﻅﻴﻤﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﻓﺎﻥ‬ ‫ﺍﻟﺨﺼﻭﺹ‬ ‫ﻭﺠﻪ‬ ‫ﻭﻋﻠﻰ‬
.
‫ﺃﻨﻪ‬ ‫ﻋﻠﻰ‬
:
‫ﺒﻬـﺎ‬ ‫ﻴﻘﻭﻡ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻌﻤﻠﻴﺔ‬
‫ﺠﺩﻴﺩ‬ ‫ﺸﻲﺀ‬ ‫ﺃﻭ‬ ‫ﻨﺎﺘﺞ‬ ‫ﻋﻨﻬﺎ‬ ‫ﻭﻴﻨﺘﺞ‬ ‫ﺍﻟﻔﺭﺩ‬
.
‫ﻭﻤﺎ‬ ‫ﺍﻹﺒﺩﺍﻋﻲ‬ ‫ﺍﻟﺘﻔﻜﻴﺭ‬ ‫ﻓﻲ‬ ‫ﺍﻷﻓﺭﺍﺩ‬ ‫ﻗﺩﺭﺍﺕ‬ ‫ﺒﻭﺼﻔﻪ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺍﻟﺒﺎﺤﺜﻴﻥ‬ ‫ﻤﻥ‬ ‫ﻋﺩﺩ‬ ‫ﻭﺘﻨﺎﻭل‬
، ‫ﻭﻤﺜﺎﺒﺭﺓ‬ ‫ﺸﺨﺼﻴﺔ‬ ‫ﻭﻤﻬﺎﺭﺍﺕ‬ ‫ﺫﻜﺎﺀ‬ ‫ﻤﻥ‬ ‫ﺍﻷﻓﺭﺍﺩ‬ ‫ﻫﺅﻻﺀ‬ ‫ﺒﻪ‬ ‫ﻴﺘﻤﺘﻊ‬
‫ﺒﺩﺭﺍﻥ‬
.(
‫ﺭﻜﺯﺕ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻤﻔﺎﻫﻴﻡ‬ ‫ﺃﻤﺎ‬
‫ﺠﺩﻴـﺩﺓ‬ ‫ﺨﺩﻤـﺔ‬ ‫ﺃﻭ‬ ‫ﺘﻘﻨﻴـﺔ‬ ‫ﺃﻭ‬ ‫ﻓﻜـﺭ‬ ‫ﺘﺒﻨﻴﻬـﺎ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺘﻐﻴﻴﺭ‬ ‫ﻷﺤﺩﺍﺙ‬ ‫ﺘﺘﺒﻌﻪ‬ ‫ﻭﻤﺎ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺴﻠﻭﻙ‬ ‫ﻋﻠﻰ‬
)
‫ﺍﻟﻌﺯﺍﻭﻱ‬
.(
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5. ‫ﻋﻠـﻰ‬ ‫ﺒـل‬ ‫ﺍﻹﺒـﺩﺍﻉ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﻓﻲ‬ ‫ﹰ‬
‫ﺎ‬‫ﺘﻨﺎﻗﻀ‬ ‫ﺃﻭ‬ ‫ﹰ‬
‫ﺎ‬‫ﺘﺒﺎﻴﻨ‬ ‫ﻻﻴﻌﺘﺒﺭ‬ ‫ﻟﻜﻨﻪ‬ ‫ﺍﻟﻤﻔﺎﻫﻴﻡ‬ ‫ﻓﻲ‬ ‫ﺘﻨﻭﻉ‬ ‫ﻭﻫﻨﺎﻟﻙ‬
‫ﺍﺘ‬ ‫ﻟﻜﻥ‬ ‫ﺍﻟﺠﻭﺍﻨﺏ‬ ‫ﻤﺘﻌﺩﺩ‬ ‫ﻭﻤﻨﻅﻤﻲ‬ ‫ﺇﻨﺴﺎﻨﻲ‬ ‫ﻨﺸﺎﻁ‬ ‫ﻓﺎﻹﺒﺩﺍﻉ‬ ‫ﺍﻟﻌﻜﺱ‬
‫ﻴﻨﺴﺠﻡ‬ ‫ﺍﻟﺫﻱ‬ ‫ﻟﻠﻤﻔﻬﻭﻡ‬ ‫ﺍﻟﺒﺎﺤﺜﻴﻥ‬ ‫ﺠﺎﻩ‬
‫ﻭﺍﻟﺘﻌﺩﺩ‬ ‫ﺍﻟﺘﻨﻭﻉ‬ ‫ﻓﻲ‬ ‫ﺴﺎﻫﻡ‬ ‫ﻭﺩﺭﺍﺴﺎﺘﻬﻡ‬ ‫ﺒﺤﻭﺜﻬﻡ‬ ‫ﻭﻤﺘﻁﻠﺒﺎﺕ‬
.
‫ﻭﻫﻭ‬ ‫ﺍﻟﻤﻨﻅﻤﻲ‬ ‫ﻟﻺﺒﺩﺍﻉ‬ ‫ﺍﻟﺸﺎﻤل‬ ‫ﺍﻟﻤﻔﻬﻭﻡ‬ ‫ﻴﻜﻭﻥ‬ ‫ﻭﺒﻬﺫﺍ‬
)
‫ﻭﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﺘﺒﻨﻲ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺴﻠﻭﻙ‬
‫ﻭﺍﻟﺘﻜﻴﻑ‬ ‫ﺍﻟﻨﻤﻭ‬ ‫ﻓﻲ‬ ‫ﺃﻫﺩﺍﻓﻬﺎ‬ ‫ﺘﺤﻘﻕ‬ ‫ﺠﺩﻴﺩﺓ‬ ‫ﺨﺩﻤﺔ‬ ‫ﺃﻭ‬ ‫ﺴﻠﻌﺔ‬ ‫ﺘﻘﺩﻴﻡ‬ ‫ﻟﻐﺭﺽ‬ ‫ﺍﻟﺠﺩﻴﺩﺓ‬ ‫ﻭﺍﻷﺴﺎﻟﻴﺏ‬ ‫ﺍﻷﻓﻜﺎﺭ‬
‫ﺘﺠﻌﻠ‬ ‫ﻭﺃﺨﺭﻯ‬
‫ﺍﻟﻤﻨﺎﻓﺴﺔ‬ ‫ﻋﻠﻰ‬ ‫ﻗﺩﺭﺓ‬ ‫ﺃﻜﺜﺭ‬ ‫ﻬﺎ‬
.(
‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺍﻥ‬ ‫ﺴﺒﻕ‬ ‫ﻤﻤﺎ‬ ‫ﻨﺴﺘﺨﻠﺹ‬ ‫ﺃﻥ‬ ‫ﻭﻴﻤﻜﻥ‬
:
١
-
‫ﻤﻨﻅﻤﻲ‬ ‫ﺴﻠﻭﻙ‬ ‫ﺃﻨﻪ‬
.
٢
-
‫ﻟﻠﺘﻁﺒﻴﻕ‬ ‫ﻗﺎﺒﻠﺔ‬ ‫ﺠﺩﻴﺩﺓ‬ ‫ﻭﺃﺴﺎﻟﻴﺏ‬ ‫ﺃﻓﻜﺎﺭ‬ ‫ﻭﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﺘﺒﻨﻲ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻫﻭ‬
.
٣
-
‫ﺍﻟﻤﺘﻌﺩﺩﺓ‬ ‫ﻷﻫﺩﺍﻓﻬﺎ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺘﺤﻘﻴﻕ‬ ‫ﻓﻲ‬ ‫ﻴﺴﻬﻡ‬
.
٤
-
‫ﺍﻟﻤﻨﺎﻓﺴﻴﻥ‬ ‫ﻟﻤﻭﺍﺠﻬﺔ‬ ‫ﺍﻟﻤﺘﻤﻴﺯ‬ ‫ﺍﻻﻗﺘﺩﺍﺭ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻤﻨﺢ‬
.
‫ﺍﻻﻫﺘﻤ‬ ‫ﺃﻥ‬ ‫ﻨﻼﺤﻅ‬ ‫ﻭﻋﻠﻴﻪ‬
‫ﻁﺒﻴﻌـﺔ‬ ‫ﻋـﻥ‬ ‫ﺍﻟﻨﻅﺭ‬ ‫ﺒﻐﺽ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﺠﻤﻴﻊ‬ ‫ﻓﻲ‬ ‫ﺘﺯﺍﻴﺩ‬ ‫ﺒﺎﻹﺒﺩﺍﻉ‬ ‫ﺎﻡ‬
‫ﺃﻓـﻀل‬ ‫ﻭﺃﻥ‬ ‫ﻭﺍﻟﺨﺩﻤﻴـﺔ‬ ‫ﻭﺍﻟﺘﺠﺎﺭﻴﺔ‬ ‫ﺍﻟﺼﻨﺎﻋﻴﺔ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﺠﻤﻴﻊ‬ ‫ﺘﺤﺘﺎﺠﻪ‬ ‫ﻓﺎﻹﺒﺩﺍﻉ‬ ‫ﻭﻨﺸﺎﻁﻬﺎ‬ ‫ﻋﻤﻠﻬﺎ‬
‫ﺍﻟـﺫﻴﻥ‬ ‫ﺃﻭﻟﺌﻙ‬ ‫ﻫﻡ‬ ‫ﺍﻟﻌﻤل‬ ‫ﻭﻗﺎﺩﺓ‬ ‫ﺍﻟﻤﺩﺭﺍﺀ‬ ‫ﻭﺃﻓﻀل‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻘﺩﺭﺓ‬ ‫ﺘﻤﻠﻙ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺘﻠﻙ‬ ‫ﻫﻲ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬
‫ﺍﻟﻤﻼ‬ ‫ﺍﻟﺘﻨﻅﻴﻤﻲ‬ ‫ﺍﻟﻤﻨﺎﺥ‬ ‫ﺘﻭﻓﻴﺭ‬ ‫ﻴﺴﺘﻁﻴﻌﻭﻥ‬
‫ﻤـﻭﺍﻫﺒﻬﻡ‬ ‫ﺍﺴـﺘﺨﺩﺍﻡ‬ ‫ﻓـﻲ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺃﻋﻀﺎﺀ‬ ‫ﻟﻤﺴﺎﻋﺩﺓ‬ ‫ﺌﻡ‬
‫ﻜﺎﻤل‬ ‫ﺒﺸﻜل‬ ‫ﺍﻹﺒﺩﺍﻋﻴﺔ‬
.
‫ﺃﺩﺍﺌﻬـﺎ‬ ‫ﺘﻘﻴـﻴﻡ‬ ‫ﻴﻤﻜﻥ‬ ‫ﺨﻼﻟﻪ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﻤﻌﻴﺎﺭ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺇﺒﺩﺍﻉ‬ ‫ﺃﺼﺒﺢ‬ ‫ﻓﻠﻬﺫﺍ‬
.
‫ﻜﺎﻵﺘﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺘﺤﻘﻴﻘﻪ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺘﺴﺘﻁﻴﻊ‬ ‫ﻤﺎ‬ ‫ﺃﻫﻡ‬ ‫ﺒﻌﺽ‬ ‫ﺘﻠﺨﻴﺹ‬ ‫ﻭﻴﻤﻜﻥ‬
:
١
-
‫ﻤﻭﺍﺠﻬـﺔ‬ ‫ﻭﻜﺫﻟﻙ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﻭﻨﻤﻭ‬ ‫ﺒﻨﺎﺀ‬ ‫ﻭﺴﺎﺌل‬ ‫ﺃﺤﺩ‬ ‫ﻫﻭ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺇﻥ‬
‫ﻭﺘﺤـﺩﻴﺎﺕ‬ ‫ﻤـﺸﻜﻼﺕ‬
‫ﻓﻴـﻪ‬ ‫ﺘﻭﺠﺩ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﻤﺠﺘﻤﻊ‬ ‫ﺩﺍﺨل‬ ‫ﺴﻭﺍﺀ‬ ‫ﺍﻷﺨﺭﻯ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﻟﻤﻨﺎﻓﺴﺔ‬ ‫ﻭﺍﻻﺴﺘﺠﺎﺒﺔ‬ ‫ﺍﻟﻤﺴﺘﻘﺒل‬
‫ﺨﺎﺭﺠﻪ‬ ‫ﺃﻭ‬
)
،‫ﺍﻟﺩﻫﺎﻥ‬
١٩٩٢
:
١٧٨
.(
٢
-
‫ﺃﻥ‬ ‫ﻭﻴﻤﻜـﻥ‬ ‫ﺍﻟﻨﺠـﺎﺡ‬ ‫ﻟﻬـﺎ‬ ‫ﻴﻀﻤﻥ‬ ‫ﺒﻤﺎ‬ ‫ﻋﺎﻡ‬ ‫ﺒﺸﻜل‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺃﺩﺍﺀ‬ ‫ﻭﻴﻌﺯﺯ‬ ‫ﻴﻨﺸﻁ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺇﻥ‬
‫ﺍﻟﺴﻭﻕ‬ ‫ﻗﺎﺌﺩﺓ‬ ‫ﺘﻜﻭﻥ‬
)
،‫ﺍﻟﺴﺎﻤﺭﺍﺌﻲ‬
١٩٩٩
:
٣٣
.(
٣
-
‫ﺘ‬ ‫ﺠﺩﻴﺩﺓ‬ ‫ﻁﺭﺍﺌﻕ‬ ‫ﻋﻥ‬ ‫ﻴﻜﺸﻑ‬
‫ﻭﻟﻠﻌﻤﻠﻴـﺎﺕ‬ ‫ﻟﻠﻤﻨﻅﻤـﺔ‬ ‫ﺍﻹﺠﻤﺎﻟﻴـﺔ‬ ‫ﺍﻟﺘﻜﺎﻟﻴﻑ‬ ‫ﺨﻔﺽ‬ ‫ﻓﻲ‬ ‫ﺴﻬﻡ‬
‫ﺨﺎﺼﺔ‬ ‫ﺒﺼﻭﺭﺓ‬
)
،‫ﻭﺍﻟﻌﻠﻴﺎﻭﻱ‬ ‫ﺍﻟﺴﻌﺩ‬
٢٠٠١
:
٢٢٢
.(
٤
-
‫ـﺴﺘﻬﻠﻜﻴﻥ‬
‫ﺍﻟﻤـ‬ ‫ـﺔ‬
‫ﺤﺎﺠـ‬ ‫ـﻲ‬
‫ﻴﻠﺒـ‬ ‫ـﺎ‬
‫ﺒﻤـ‬ ‫ـﺩﺓ‬
‫ﺠﺩﻴـ‬ ‫ـﺩﻤﺎﺕ‬
‫ﻭﺨـ‬ ‫ـﻠﻊ‬
‫ﺴـ‬ ‫ـﺎﺝ‬
‫ﺇﻨﺘـ‬ ‫ـﻭﻴﺭ‬
‫ﺘﻁـ‬
(Schemerhorn, 1997: 410)
.
٥
-
‫ﻭﻤﻨـﺎﻓﻊ‬ ‫ﻓﻭﺍﺌﺩ‬ ‫ﻴﺤﻘﻕ‬ ‫ﺒﻤﺎ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻌﺎﻤﻠﻭﻥ‬ ‫ﺒﻬﺎ‬ ‫ﻴﺘﻘﺩﻡ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻹﺒﺩﺍﻋﻴﺔ‬ ‫ﺍﻷﻓﻜﺎﺭ‬ ‫ﺘﺤﻘﻕ‬
‫ﻟﻠﻤﺒﺩﻋﻴ‬
‫ﻤﻥ‬ ‫ﺍﻟﻤﺴﺘﻔﻴﺩﺓ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﻤﻥ‬ ‫ﻋﻠﻴﻬﺎ‬ ‫ﻴﺤﺼﻠﻭﻥ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻤﻜﺎﻓﺂﺕ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺃﻨﻔﺴﻬﻡ‬ ‫ﻥ‬
‫ﺍﻹﺒﺩﺍﻋﻴﺔ‬ ‫ﺃﻓﻜﺎﺭﻫﻡ‬
)
،‫ﻤﻭﺴﻰ‬
١٩٩٥
:
١١٢
.(
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6. ‫ﺜﺎﻟﺜﺎ‬
:
‫ﺍﻟﻤﻨﻅﻤﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺃﻨﻭﺍﻉ‬
‫ﻷﻨﻭﺍﻉ‬ ‫ﺘﺼﻨﻴﻔﻪ‬ ‫ﻋﻠﻰ‬ ‫ﺃﻋﻤﺎﻟﻬﻡ‬ ‫ﻓﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻤﻭﻀﻭﻉ‬ ‫ﺘﻨﺎﻭﻟﻭﺍ‬ ‫ﺍﻟﺫﻴﻥ‬ ‫ﻭﺍﻟﻜﺘﺎﺏ‬ ‫ﺍﻟﺒﺎﺤﺜﻭﻥ‬ ‫ﻋﻤل‬
‫ﺍﻟﻤ‬ ‫ﻭﻜﺫﻟﻙ‬ ‫ﻭﺍﺨﺘﺼﺎﺼﺎﺘﻬﻡ‬ ‫ﻤﻨﻅﻭﺭﻫﻡ‬ ‫ﻭﻓﻕ‬ ‫ﻤﺘﻌﺩﺩﺓ‬
‫ﺫﻟـﻙ‬ ‫ﻗـﺎﺩ‬ ،‫ﺩﺭﺍﺴﺎﺘﻬﻡ‬ ‫ﻓﻲ‬ ‫ﺘﻨﺎﻭﻟﻭﻫﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺠﺎﻻﺕ‬
‫ﻴﻠﻲ‬ ‫ﻭﻜﻤﺎ‬ ‫ﺒﻌﻀﻬﺎ‬ ‫ﺍﻟﻔﻘﺭﺓ‬ ‫ﻫﺫﻩ‬ ‫ﻓﻲ‬ ‫ﻨﻭﺭﺩ‬ ‫ﻤﺘﻌﺩﺩﺓ‬ ‫ﺘﺼﻨﻴﻔﺎﺕ‬ ‫ﺇﻟﻰ‬
:
١
-
‫ﻟﺒﺭﻤﺠﺘﻪ‬ ‫ﹰ‬
‫ﺎ‬‫ﻭﻓﻘ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺘﺼﻨﻴﻑ‬
:
‫ﻭﻏﻴـﺭ‬ ‫ﻤﺒﺭﻤﺠـﺔ‬ ‫ﺇﺒﺩﺍﻋﺎﺕ‬ ‫ﻨﻭﻋﻴﻥ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺼﻨﻑ‬ ‫ﺤﻴﺙ‬
‫ﺍﻟﻤﺒﺭﻤﺞ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻭﻴﻌﺒﺭ‬ ‫ﻤﺒﺭﻤﺠﺔ‬
)
‫ﻨﻤﻁﻲ‬ ‫ﺃﻭ‬ ‫ﺭﻭﺘﻴﻨﻲ‬
(
‫ﺍﻟﻤﻨﻅﻤـﺔ‬ ‫ﺒﻬـﺎ‬ ‫ﺘﻤﺭ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺘﻐﻴﺭﺍﺕ‬ ‫ﻋﻥ‬
‫ﻜﺎﻟﺘﺤﺴ‬
‫ﺍﻟﻤﻨﺘﻭﺝ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻁﻔﻴﻔﺔ‬ ‫ﻴﻨﺎﺕ‬
.
‫ﺍﻟﻤﺒﺭﻤﺞ‬ ‫ﻏﻴﺭ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻓﻬﻭ‬ ‫ﺍﻟﺜﺎﻨﻲ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﺃﻤﺎ‬
)
‫ﺍﻟﻨﻤﻁﻲ‬ ‫ﻏﻴﺭ‬
(
‫ﺘﻭﺍﺠﻬﻬـﺎ‬ ‫ﺍﻟﺘـﻲ‬ ‫ﺍﻟﺤﺭﺠـﺔ‬ ‫ﺍﻟﻤـﺸﻜﻼﺕ‬ ‫ﻟﺤـل‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﻫﺫﺍ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺘﻠﺠﺄ‬ ‫ﺤﻴﺙ‬
.
(Mareh & Simon, 1958: 177)
٢
-
‫ﻟﻠﻤﺨﺭﺠﺎﺕ‬ ‫ﹰ‬
‫ﺎ‬‫ﻭﻓﻘ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺘﺼﻨﻴﻑ‬
:
‫ﻋﻤ‬ ‫ﺘﻔﺭﺯﻩ‬ ‫ﻤﺎ‬ ‫ﺃﺴﺎﺱ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺘﺼﻨﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﺍﻋﺘﻤﺎﺩ‬ ‫ﻴﺘﻡ‬
‫ﻠﻴـﺔ‬
‫ﺍﻟـﻰ‬ ‫ﺍﻟﺘﺤﻭﻴـل‬ ‫ﻋﻤﻠﻴـﺔ‬ ‫ﻋﻠﻴﻬﺎ‬ ‫ﺠﺭﺕ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻤﺩﺨﻼﺕ‬ ‫ﻋﻠﻰ‬ 
‫ﺀ‬‫ﺒﻨﺎ‬ ‫ﻤﺨﺭﺠﺎﺕ‬ ‫ﺃﻭ‬ ‫ﻨﺘﺎﺌﺞ‬ ‫ﻤﻥ‬ ‫ﺍﻹﺒﺩﺍﻉ‬
‫ﻤﺨﺭﺠﺎﺕ‬
(Knight, 1967: 482-485)
.
٣
-
‫ﺍﻟﺘﺨﺼﺹ‬ ‫ﻭﻓﻕ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺘﺼﻨﻴﻑ‬
:
‫ﺇﻟـﻰ‬ ‫ﺍﻟﺘﺨـﺼﺹ‬ ‫ﺃﺴﺎﺱ‬ ‫ﻋﻠﻰ‬ ‫ﺘﺼﻨﻴﻔﻪ‬ ‫ﺘﻡ‬ ‫ﺤﻴﺙ‬
)
‫ﺇﺒـﺩﺍﻉ‬
‫ﺇﺩﺍﺭﻱ‬
(
‫ﺍﻹﺩﺍﺭﻱ‬ ‫ﺍﻟﻜﺎﺩﺭ‬ ‫ﻴﻘﺩﻤﻬﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻷﻓﻜﺎﺭ‬ ‫ﻋﻥ‬ ‫ﻴﻌﺒﺭ‬
.
‫ﻭ‬
)
‫ﺍﻟﺘﻜﻨﻭﻟـﻭﺠﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬
(
‫ﺍ‬
‫ﻴﺠـﺴﺩ‬ ‫ﻟـﺫﻱ‬
‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻔﻨﻲ‬ ‫ﺍﻟﻤﻼﻙ‬ ‫ﻴﻘﺩﻤﻬﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻷﻓﻜﺎﺭ‬
)
،‫ﺸﺭﻴﻑ‬
١٩٩٧
:
٣٤١
.(
٤
-
‫ﺍﻟﻬﺩﻑ‬ ‫ﺤﻴﺙ‬ ‫ﻤﻥ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺘﺼﻨﻴﻑ‬
:
‫ﺼﻨﻑ‬ ‫ﺤﻴﺙ‬
(Crossman)
‫ﺍﻟﻬـﺩﻑ‬ ‫ﺃﺴﺎﺱ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻹﺒﺩﺍﻉ‬
‫ﻭﺴـﻴﻠﻲ‬ ‫ﺇﺒﺩﺍﻉ‬ ‫ﻤﻥ‬ ‫ﻭﻴﺘﻜﻭﻥ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻟﺘﺒﻨﻲ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺘﻨﺘﻬﺠﻬﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺘﻐﻴﻴﺭﺍﺕ‬ ‫ﺘﻠﻙ‬ ‫ﻤﻥ‬
)
‫ﺃﺩﺍﺌـﻲ‬
(
‫ﺍﻟﻤ‬ ‫ﺒﻌﺽ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺘﺴﻌﻰ‬ ‫ﺤﻴﺙ‬
‫ﻤـﻥ‬ ‫ﺍﻟﺜﺎﻨﻲ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﻭﺼﻭل‬ ‫ﻤﻥ‬ ‫ﻟﺘﻤﻜﻴﻨﻬﺎ‬ ‫ﺘﻐﻴﺭﺍﺕ‬
‫ﺍﻟﻨﻬﺎﺌﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻭﻫﻭ‬ ‫ﺍﻹﺒﺩﺍﻉ‬
)
‫ﺍﻟﻐﺎﻴﺔ‬ ‫ﺇﺒﺩﺍﻉ‬
(
‫ﺇﻟـﻰ‬ ‫ﺍﻟﻭﺼـﻭل‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺘﺴﺘﻁﻴﻊ‬ ‫ﺨﻼﻟﻪ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺫﻱ‬
‫ﺍﻟﺜﺎﻨﻲ‬ ‫ﻟﻠﻨﻭﻉ‬ ‫ﺘﻤﻬﻴﺩ‬ ‫ﺃﻭ‬ ‫ﻤﻘﺩﻤﺔ‬ ‫ﺒﻤﺜﺎﺒﺔ‬ ‫ﺍﻷﻭل‬ ‫ﻓﺎﻟﻨﻭﻉ‬ ،‫ﻟﻪ‬ ‫ﺘﺴﻌﻰ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻬﺩﻑ‬
(Zaltman, 1973:
32)
.
١
.
‫ﺃﻭ‬ ‫ﺍﻟﻨﺎﺠﻤﺔ‬ ‫ﺍﻵﺜﺎﺭ‬ ‫ﺤﻴﺙ‬ ‫ﻤﻥ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺘﺼﻨﻴﻑ‬
‫ﺍﻟﺘﺄﺜﻴﺭ‬ ‫ﻤﺩﻯ‬
:
‫ﺍﺘﺠـﺎﻩ‬ ‫ﺇﻟـﻰ‬ ‫ﺍﻟﺒﺎﺤﺜﻭﻥ‬ ‫ﺃﺸﺎﺭ‬ ‫ﻟﻘﺩ‬
‫ﺍﻟﺠﺫﺭﻱ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺍﻷﻭل‬ ‫ﻨﻭﻋﻴﻥ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻴﺼﻨﻑ‬ ‫ﺤﻴﺙ‬ ‫ﺍﻟﺘﺼﻨﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﻭﻓﻕ‬ ‫ﻋﻠﻰ‬ ‫ﺁﺨﺭ‬
)
‫ﺃﺩﺍﺌـﻲ‬
(
‫ﺁﺨﺭ‬ ‫ﺒﺈﺒﺩﺍﻉ‬ ‫ﻤﻘﺎﺭﻨﺔ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻋﻥ‬ ‫ﺍﻟﻨﺎﺘﺞ‬ ‫ﺍﻟﺘﻐﻴﻴﺭ‬ ‫ﻋﻥ‬ ‫ﻭﻴﻌﺒﺭ‬
.
‫ﺍﻟﺠـﺫﺭﻱ‬ ‫ﺍﻹﺒـﺩﺍﻉ‬ ‫ﻓﻬﻭ‬ ‫ﺍﻟﺜﺎﻨﻲ‬ ‫ﺃﻤﺎ‬
)
‫ﺍﻟﻬﻴﻜﻠﻲ‬
(
‫ﺍﻟﻤﻨﺘﻭﺝ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺤﺎﺼﻠﺔ‬ ‫ﺍﻟﺘﺤﺴﻴﻨﺎﺕ‬ ‫ﻴﺠﺴﺩ‬ ‫ﺍﻟﺫﻱ‬
‫ﺃﻭ‬
/
‫ﻟﻠﻤﻨﺘـﻭﺝ‬ ‫ﻤﻤﺎﺜـل‬ ‫ﺠﺩﻴﺩ‬ ‫ﻤﻨﺘﻭﺝ‬
‫ﺘﺼﻨﻴﻑ‬ ‫ﺇﻟﻴﻪ‬ ‫ﺃﺸﺎﺭ‬ ‫ﻤﺎ‬ ‫ﻭﻫﺫﺍ‬ ‫ﺍﻟﺴﺎﺒﻕ‬
(Knight, 1967: 521
٥
-
‫ﺍﻟﻘﺭﺍﺭ‬ ‫ﻤﺼﺩﺭ‬ ‫ﺤﻴﺙ‬ ‫ﻤﻥ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺘﺼﻨﻴﻑ‬
:
‫ﺍﻟﻤﻨﻅﻤـﺎﺕ‬ ‫ﻓﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻓﺈﻥ‬ ‫ﺍﻟﺘﺼﻨﻴﻑ‬ ‫ﻟﻬﺫﺍ‬ ‫ﹰ‬
‫ﺎ‬‫ﻭﻭﻓﻘ‬
‫ﺍﻟﻌﻠﻴﺎ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﻤﻥ‬ ‫ﺒﻘﺭﺍﺭﺍﺕ‬ ‫ﻴﺼﺩﺭ‬
)
‫ﺴﻠﻁﺔ‬ ‫ﻗﺭﺍﺭﺍﺕ‬
(
‫ﻓﻴﻬـﺎ‬ ‫ﻴـﺸﺎﺭﻙ‬ ‫ﺒﻘـﺭﺍﺭﺍﺕ‬ ‫ﺍﻟﺼﺎﺩﺭ‬ ‫ﻭﺍﻹﺒﺩﺍﻉ‬
‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺃﻋﻀﺎﺀ‬
)
‫ﻗﺭﺍﺭ‬
‫ﺠﻤﺎﻋﻴﺔ‬ ‫ﺍﺕ‬
(
‫ﺍﻟﻌﻠﻴـﺎ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﻓﻲ‬ ‫ﺸﺨﺹ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺍﻟﺴﻠﻁﺔ‬ ‫ﻗﺭﺍﺭﺍﺕ‬ ‫ﻭﺘﺘﻡ‬
‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻓﻲ‬ ‫ﻤﻭﻗﻌﻪ‬ ‫ﻋﻠﻰ‬ 
‫ﺀ‬‫ﺒﻨﺎ‬
.
‫ﻤﻥ‬ ‫ﻜﺎﻓﺔ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺃﻋﻀﺎﺀ‬ ‫ﻓﻴﻬﺎ‬ ‫ﻓﻴﺸﺎﺭﻙ‬ ‫ﺍﻟﺠﻤﺎﻋﻴﺔ‬ ‫ﺍﻟﻘﺭﺍﺭﺍﺕ‬ ‫ﺃﻤﺎ‬
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7. ‫ﻤﻥ‬ ‫ﺍﻟﻨﻭﻉ‬ ‫ﻫﺫﺍ‬ ‫ﻭﺍﻋﺘﻤﺩ‬ ‫ﺍﻟﻌﻠﻴﺎ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻗﺭﺍﺭﺍﺕ‬ ‫ﺘﻜﻭﻥ‬ ‫ﻤﺎ‬ ‫ﹰ‬
‫ﺎ‬‫ﻭﻏﺎﻟﺒ‬ ‫ﺍﻟﺘﺼﻭﻴﺕ‬ ‫ﺨﻼل‬
‫ـﻥ‬
‫ﻤـــــــــــــ‬ ‫ـل‬
‫ﻜـــــــــــــ‬ ‫ـﺼﻨﻴﻑ‬
‫ﺍﻟﺘـــــــــــــ‬
(Rogers & Shoemaker, 1971: 101)
.
٦
-
‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺘﻘﺩﻡ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺠﻬﺔ‬ ‫ﺤﻴﺙ‬ ‫ﻤﻥ‬ ‫ﺘﺼﻨﻴﻔﻪ‬
:
‫ﺇﻟﻰ‬ ‫ﺍﻷﺴﺎﺱ‬ ‫ﻫﺫﺍ‬ ‫ﻭﻓﻕ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺘﺼﻨﻴﻑ‬ ‫ﺘﻡ‬ ‫ﺤﻴﺙ‬
‫ﻤـﻥ‬ ‫ﻭﺍﻻﻗﺘﺭﺍﺤـﺎﺕ‬ ‫ﺍﻷﻓﻜﺎﺭ‬ ‫ﻤﺼﺩﺭ‬ ‫ﻭﻴﻜﻭﻥ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺘﺘﺒﻨﺎﻫﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻹﺒﺩﺍﻋﺎﺕ‬ ‫ﻴﻌﻜﺱ‬ ‫ﺩﺍﺨﻠﻲ‬ ‫ﺇﺒﺩﺍﻉ‬
‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻌﺎﻤﻠﻴﻥ‬ ‫ﺨﻼل‬
.
‫ﻤـﻥ‬ ‫ﺃﻓﻜﺎﺭ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺘﻘﺘﺒﺴﻪ‬ ‫ﻤﺎ‬ ‫ﻴﻤﺜل‬ ‫ﺨﺎﺭﺠﻲ‬ ‫ﻭﺇﺒﺩﺍﻉ‬
‫ﻤـﺼﺎﺩﺭ‬
‫ﺍﻟﺘـﺼﻨﻴﻑ‬ ‫ﻤـﻥ‬ ‫ﺍﻟﻨـﻭﻉ‬ ‫ﻫـﺫﺍ‬ ‫ﻭﺘﺒﻨﻰ‬ ‫ﺨﺎﺭﺠﻴﺔ‬
(Thusman & Nadler, 1982: 153)
‫ﻭﻜـﺫﻟﻙ‬
(Hoskisson, 1996: 100)
‫ﺭﺍﺒﻌﺎ‬
:
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
‫ﺍﻟﺤﻴﺎﺓ‬ ‫ﻓﻲ‬ ‫ﺸﻲﺀ‬ ‫ﻴﺅﺜﺭ‬ ‫ﻓﻠﻡ‬ ‫ﺒﺎﻟﻐﺔ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﺫﺍﺕ‬ ‫ﺍﻟﻤﺘﻁﻭﺭﺓ‬ ‫ﺒﺄﺩﻭﺍﺘﻬﺎ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺘﻌﺩ‬
‫ﻓﻴﻬﺎ‬ ‫ﺍﺜﺭﺕ‬ ‫ﻤﺜﻠﻤﺎ‬ ‫ﺍﻟﺼﻨﺎﻋﻴﺔ‬ ‫ﺍﻟﺜﻭﺭﺓ‬ ‫ﻤﻨﺫ‬ ‫ﺍﻷﻨﺴﺎﻨﻴﺔ‬
‫ﻻﻏﻨـﻰ‬ ‫ﺃﺼـﺒﺤﺕ‬ ‫ﻭﺍﻟﺘﻲ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
‫ﻤﺘـﺴﺎﺭﻉ‬ ‫ﺘﻘﻨـﻲ‬ ‫ﺘﺤـﻭل‬ ‫ﻤـﻥ‬ ‫ﺍﻟﻌﺎﻟﻡ‬ ‫ﻴﺸﻬﺩﻩ‬ ‫ﻓﻤﺎ‬ ، ‫ﻭﺍﻟﺩﻭل‬ ‫ﻭﺍﻟﻤﺅﺴﺴﺎﺕ‬ ‫ﺍﻟﺸﻌﻭﺏ‬ ‫ﺤﻴﺎﺓ‬ ‫ﻓﻲ‬ ‫ﻋﻨﻬﺎ‬
‫ﻭﻭﺴـﺎﺌﻠﻬﺎ‬ ‫ﺍﻻﺘـﺼﺎﻻﺕ‬ ‫ﻭﺃﺠﻬﺯﺓ‬ ‫ﻭﺍﻟﺒﺭﺍﻤﺠﻴﺎﺕ‬ ‫ﺍﻟﺤﺎﺴﻭﺏ‬ ‫ﺃﺠﻬﺯﺓ‬ ‫ﻤﺠﺎل‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﺘﻼﺤﻘﺔ‬ ‫ﻭﺍﻟﺘﻁﻭﺭﺍﺕ‬
‫ﻤﺎ‬ ‫ﻭﻴﺴﺭ‬ ‫ﺒﺴﻬﻭﻟﺔ‬ ‫ﻭﻴﻨﺘﻘل‬ ‫ﻴﻨﻤﻭ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻬﺎﺌل‬ ‫ﺍﻟﻜﻡ‬ ‫ﻭﻫﺫﺍ‬
‫ﺍﻟـﺫﻱ‬ ‫ﺍﻷﻤﺭ‬ ‫ﺍﻟﻌﺎﻟﻡ‬ ‫ﺩﻭل‬ ‫ﺒﻴﻥ‬
‫ﻤـﻥ‬ ‫ﻴﺘﻁﻠـﺏ‬ ‫ﻭﺃﺼﺒﺢ‬ ‫ﺍﻟﺤﺩﻴﺜﺔ‬ ‫ﺍﻷﻋﻤﺎل‬ ‫ﻤﻨﻅﻤﺎﺕ‬ ‫ﻓﻲ‬ ‫ﻤﻬﻤﺔ‬ ‫ﻭﺴﻴﻠﺔ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﻤﻥ‬ ‫ﺠﻌل‬
‫ﺍﻟﺒﻘﺎﺀ‬ ‫ﻫﺩﻓﻬﺎ‬ ‫ﻜﺎﻥ‬ ‫ﺍﺫﺍ‬ ‫ﺍﻟﻬﺎﺌل‬ ‫ﺍﻟﺘﻘﻨﻲ‬ ‫ﺍﻟﺘﻘﺩﻡ‬ ‫ﻫﺫﺍ‬ ‫ﻤﻭﺍﻜﺒﺔ‬ ‫ﻭﺃﺤﺠﺎﻤﻬﺎ‬ ‫ﺍﻨﻭﺍﻋﻬﺎ‬ ‫ﺍﺨﺘﻼﻑ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬
‫ﺘـﺅ‬ ‫ﺤـﺩﻭﺩ‬ ‫ﻟـﻪ‬ ‫ﻟﻴﺱ‬ ‫ﹰ‬
‫ﺍ‬‫ﻤﺘﻁﻭﺭ‬ ‫ﹰ‬
‫ﺍ‬‫ﻋﺼﺭ‬ ‫ﺍﻟﻌﺎﻟﻡ‬ ‫ﺩﺨل‬ ‫ﻓﻠﻘﺩ‬ ‫ﺍﻟﻤﻨﺎﻓﺴﺔ‬ ‫ﺒﻴﺌﺔ‬ ‫ﻓﻲ‬
‫ﺘﻜﻨﻭﻟﻭﺠﻴـﺎ‬ ‫ﻓﻴـﻪ‬ ‫ﺩﻱ‬
‫ﺍﻟﻌﺼﺭ‬ ‫ﻟﻬﺫﺍ‬ ‫ﻤﻤﻴﺯﺓ‬ ‫ﻋﻼﻤﺔ‬ ‫ﺍﺼﺒﺢ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﺘﻘﺩﻡ‬ ‫ﻟﻬﺫﺍ‬ ‫ﺍﻟﺤﺎﻤﻠﺔ‬ ‫ﺍﻷﻋﻤﺩﺓ‬ ‫ﺩﻭﺭ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬
.
‫ﺍﻟﻜﺎﺘﺏ‬ ‫ﻋﺭﻑ‬ ‫ﻭﻟﻘﺩ‬
(Robbey)
‫ﺒﺎﻨﻬﺎ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
)
‫ﺍﻟﺒﺭﺍﻤﺠﻴـﺎﺕ‬ ‫ﺃﻨـﻭﺍﻉ‬ ‫ﻜﺎﻓـﺔ‬
‫ﻋـﻥ‬ ‫ﺃﻭ‬ ‫ﹰ‬
‫ﺎ‬‫ﻫﺎﺘﻔ‬ ‫ﺍﻭ‬ ‫ﹰ‬
‫ﺎ‬‫ﺸﺨﺼﻴ‬ ‫ﹰ‬
‫ﺎ‬‫ﺤﺎﺴﻭﺒ‬ ‫ﺍﻜﺎﻥ‬ ‫ﺴﻭﺍﺀ‬ ‫ﻭﺍﻷﺘﺼﺎل‬ ‫ﺒﺎﻟﺤﺴﺎﺏ‬ ‫ﺍﻟﻤﺘﻌﻠﻘﺔ‬ ‫ﻭﺍﻟﻤﻌﺩﺍﺕ‬ ‫ﻭﺍﻷﺠﻬﺯﺓ‬
‫ﻁﺭﻴ‬
‫ﺍﻻﺩﺍﺭﻴﺔ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﻡ‬ ‫ﻕ‬
.(
(Robbey- 1986- p.516)
.
‫ﺍﻤﺎ‬
)
‫ﺒﺭﻫﺎﻥ‬
(
‫ﺒﺎﻨﻬﺎ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﻋﺭﻑ‬ ‫ﻓﻠﻘﺩ‬
)
‫ﻴـﺘﻡ‬ ‫ﻭﺴﺎﺌل‬ ‫ﺃﻭ‬ ‫ﺃﺩﻭﺍﺕ‬ ‫ﺴﻭﻯ‬ ‫ﻟﻴﺴﺕ‬
‫ﺍﺩﺍﺓ‬ ‫ﺃﻭ‬ ‫ﻭﺴـﻴﻠﺔ‬ ‫ﻫﻭ‬ ‫ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﻭﺍﻥ‬ ،‫ﻤﻌﻴﻨﺔ‬ ‫ﺍﻫﺩﺍﻑ‬ ‫ﻟﺘﺤﻘﻴﻕ‬ ‫ﻤﻌﻴﻥ‬ ‫ﻤﺠﺎل‬ ‫ﻓﻲ‬ ‫ﺍﺴﺘﺨﺩﺍﻤﻬﺎ‬
‫ﺫﺍﺘﻪ‬ ‫ﺒﺤﺩ‬ ‫ﹰ‬
‫ﺎ‬‫ﻫﺩﻓ‬ ‫ﻭﻟﻴﺱ‬
)
‫ﺒﺭﻫﺎﻥ‬
–
١٩٨٩
-
p.209
.(
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8. ‫ﻭ‬
‫ﺍﻟﻜﺎﺘﺒﺎﻥ‬ ‫ﻋﺭﻑ‬
(Knott & Waites)
‫ﺒﺎﻨﻬﺎ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
"
‫ﻴـﺴﺘﺨﺩﻡ‬ ‫ﻤـﺼﻁﻠﺢ‬
‫ﺒﺎﺴـﺘﺨﺩﺍﻡ‬ ‫ﻭﺫﻟـﻙ‬ ‫ﻭﺘﻭﻟـﺩﻫﺎ‬ ‫ﻭﺘـﺩﻴﺭﻫﺎ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻌﺎﻟﺞ‬ ‫ﺍﻟﺘﻲ‬ ‫ﻭﺍﻷﻨﻅﻤﺔ‬ ‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﻤﺩﻯ‬ ‫ﻟﻭﺼﻑ‬
‫ﻭﺍﻷﺘﺼﺎﻻﺕ‬ ‫ﺍﻟﺤﺎﺴﻭﺏ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
"
(Knott & Waites- 1997-p.1)
.
‫ﻋﺭﻑ‬ ‫ﻓﻴﻤﺎ‬
)
‫ﺔ‬
‫ﻴ‬‫ﻨ‬
‫ﺴ‬
‫ﺤ‬‫ﺍﻟ‬
-
١٩٩٨
-
١٤١
p:
(
‫ﺍﻟﻤﻌ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
‫ﺘﻨـﺎﻭل‬ ‫ﺨـﻼل‬ ‫ﻤـﻥ‬ ‫ﻠﻭﻤـﺎﺕ‬
‫ﻫﻤﺎ‬ ‫ﻁﺭﻴﻥ‬
‫ﺴ‬
:
‫ﺍﻻﻭل‬ ‫ﺍﻟﺸﻁﺭ‬
)
‫ﻤﺎﺩﻱ‬
:(
‫ﻭﺘﻜﻨﻭﻟﻭﺠﻴـﺎ‬ ‫ﺍﻻﻭﺘﻭﻤـﺎﺘﻴﻜﻲ‬ ‫ﻭﺍﻟـﺘﺤﻜﻡ‬ ‫ﺍﻟﺤﺎﺴﻭﺏ‬ ‫ﻤﻌﺩﺍﺕ‬ ‫ﻤﻥ‬ ‫ﻴﺘﻜﻭﻥ‬ ‫ﻭﻫﺫﺍ‬
‫ﺍﻻﺘﺼﺎﻻﺕ‬
.
‫ﺍﻟﺜﺎﻨﻲ‬ ‫ﺍﻟﺸﻁﺭ‬
)
‫ﺫﻫﻨﻲ‬
:(
‫ﺍﻟﺒﺭﺍﻤﺠﻴـﺎﺕ‬ ‫ﻭﻫﻨﺩﺴﺔ‬ ‫ﺍﻻﺼﻁﻨﺎﻋﻲ‬ ‫ﻭﺍﻟﺫﻜﺎﺀ‬ ‫ﺍﻟﺒﺭﺍﻤﺠﻴﺎﺕ‬ ‫ﻤﻥ‬ ‫ﻴﺘﻜﻭﻥ‬ ‫ﻭﻫﺫﺍ‬
.
‫ﺍﻟﺸﻜل‬ ‫ﻟﻨﺎ‬ ‫ﻭﻴﻅﻬﺭ‬
)
١
(
‫ﺘﻘﺴﻴﻡ‬
)
‫ﺍﻟﺤﺴﻨﻴﺔ‬
(
‫ﺍﻟ‬ ‫ﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
‫ﻤﻌﻠﻭﻤﺎﺕ‬
.
‫ﻭﻋﺭﻑ‬
(Hellriegel)
‫ﺒﺄﻨﻬﺎ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
)
‫ﺘـﺼﻤﻴﻤﻬﺎ‬ ‫ﺘـﻡ‬ ‫ﺍﻟﺫﺍﺘﻴﺔ‬ ‫ﺒﺎﺴﺘﺠﺎﺒﺘﻬﺎ‬ ‫ﺘﺘﻤﻴﺯ‬ ‫ﻨﻅﻡ‬
‫ﻭﺨﺯﻨﻬـﺎ‬ ‫ﺍﻟﺒﻴﺎﻨـﺎﺕ‬ ‫ﺠﻤـﻊ‬ ‫ﻋﻠـﻰ‬ ‫ﺍﻟﺒـﺸﺭﻴﺔ‬ ‫ﻭﻤﻭﺍﺭﺩﻫـﺎ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﺘﺴﺎﻋﺩ‬ ‫ﻟﻜﻲ‬ ‫ﺍﻟﺤﺎﺴﻭﺏ‬ ‫ﻋﻠﻰ‬
‫ﻭﻨﻘﻠﻬﺎ‬ ‫ﻭﻤﻌﺎﻟﺠﺘﻬﺎ‬ ‫ﻭﺍﺴﺘﺭﺠﺎﻋﻬﺎ‬
(
(Hellriegel et al- 1999- p.4)
.
‫اﻟ‬
‫ﺸﻜﻞ‬
)
١
(
‫اﻟﻤﻌﻠﻮﻣﺎت‬ ‫ﺗﻜﻨﻮﻟﻮﺟﯿﺎ‬ ‫ﻣﻔﮭﻮم‬
‫اﻟﻤﺼﺪر‬
) :
‫ﱠﻨﯿﺔ‬
‫ﺴ‬‫اﻟﺤ‬
-
١٩٩٨
-
p.141
.(
‫اﻟﻤﻌﻠﻮﻣﺎت‬ ‫ﺗﻜﻨﻮﻟﻮﺟﯿﺎ‬
‫اﻟﺸ‬
‫ﻄﺮ‬
‫اﻟﻤﺎدي‬
‫اﻟﺸ‬
‫ﻄﺮ‬
‫اﻟﺬھﻨﻲ‬
‫اﻟﻤﻌﺪات‬
‫اﻟﺘﺤﻜﻢ‬
‫اﻻ‬
‫وﺗﻮﻣﺎﺗﯿﻜﻲ‬
‫اﻻﺗﺼﺎﻻت‬
‫ھﻨﺪﺳﺔ‬
‫اﻟﺒﺮاﻣﺠﯿﺎت‬
‫اﻟﺬﻛﺎء‬
‫اﻻﺻﻄﻨﺎﻋﻲ‬
‫اﻟﺒﺮاﻣﺠﯿﺎت‬
‫اﻟﻤﻌﻠﻮﻣﺎت‬ ‫ﺗﻜﻨﻮﻟﻮﺟﯿﺎ‬ ‫ﺗﻄﺒﯿﻘﺎت‬
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9. ‫ﻋﺭﻑ‬ ‫ﻓﻴﻤﺎ‬
(Turban et al – 1999 - p:19)
‫ﺘﻤﺜـل‬ ‫ﺒﺎﻨﻬـﺎ‬ ‫ﺍﻟﻤﻌﻠﻭﻤـﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴـﺎ‬
)
‫ﺍﻟﺠﺎﻨـﺏ‬
‫ﺍﻟﻤﺎﺩﻱ‬ ‫ﺒﺎﻟﻬﻴﻜل‬ ‫ﻭﺍﻟﻤﺘﻤﺜل‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻟﻨﻅﺎﻡ‬ ‫ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻲ‬
(Hardware)
‫ﺍﻟﺒﻴﺎﻨـﺎﺕ‬ ‫ﻭﻗﻭﺍﻋﺩ‬
(Data
Base)
‫ﻤـﺼﻁﻠﺢ‬ ‫ﻴـﺴﺘﺨﺩﻡ‬ ‫ﺍﻷﺤﻴـﺎﻥ‬ ‫ﻤﻥ‬ ‫ﻜﺜﻴﺭ‬ ‫ﻭﻓﻲ‬ ‫ﺍﻟﻭﺴﺎﺌل‬ ‫ﻤﻥ‬ ‫ﻭﻏﻴﺭﻫﺎ‬ ‫ﺍﻟﺒﺭﺍﻤﺠﻴﺎﺕ‬ ‫ﻭﺸﺒﻜﺎﺕ‬
)
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
Information Technology
(
(IT)
‫ﺍﻭ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻤﻊ‬ ‫ﻤﺘﺒﺎﺩل‬ ‫ﺒﺸﻜل‬
‫ﺒـﻴﻥ‬ ‫ﻴﺨﻠﻁ‬ ‫ﻤﻤﻥ‬ ‫ﻭﻜﺜﻴﺭ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﻡ‬ ‫ﻋﺩﺓ‬ ‫ﻤﻥ‬ ‫ﻤﺠﻤﻭﻋﺔ‬ ‫ﻟﻭﺼﻑ‬ ‫ﻭﺍﺴﻊ‬ ‫ﺒﺸﻜل‬ ‫ﺍﺴﺘﺨﺩﺍﻤﻪ‬ ‫ﻴﻤﻜﻥ‬
)
IT
‫ﻭ‬
IS
(
‫ﻤﺼﻁﻠﺢ‬ ‫ﺍﻥ‬ ‫ﺤﻴﻥ‬ ‫ﻓﻲ‬
(IS)
‫ﻤﻥ‬ ‫ﺃﻭﺴﻊ‬
(IT)
.
‫ﻴﺸﻴﺭ‬ ‫ﺍﻟﺼﺩﺩ‬ ‫ﻭﺒﻬﺫﺍ‬
(Alter)
‫ﺍﻟﻤﻌﻠﻭﻤـﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺍﻥ‬ ‫ﺍﻟﻰ‬
(IS)
‫ﻴـﺴﺘﺨﺩﻡ‬ ‫ﻟﻠﻌﻤـل‬ ‫ﻨﻅـﺎﻡ‬ ‫ﺍﻻ‬ ‫ﻤـﺎﻫﻭ‬
‫ﺘﻜﻨﻭ‬
‫ﺍﻭ‬ ‫ـﺎ‬
‫ـ‬‫ﺨﺯﻨﻬـ‬ ‫ﺍﻭ‬ ‫ـﺎ‬
‫ـ‬‫ﻨﻘﻠﻬـ‬ ‫ﺍﻭ‬ ‫ـﺎﺕ‬
‫ـ‬‫ﺍﻟﻤﻌﻠﻭﻤـ‬ ‫ـﻰ‬
‫ـ‬‫ﺍﻟـ‬ ‫ـﻭل‬
‫ـ‬‫ﻟﻠﻭﺼـ‬ ‫ـﺎﺕ‬
‫ـ‬‫ﺍﻟﻤﻌﻠﻭﻤـ‬ ‫ـﺎ‬
‫ـ‬‫ﻟﻭﺠﻴـ‬
‫ﺍﻟﻤﻌﻠﻭﻤـﺎﺕ‬ ‫ﻨﻅﻡ‬ ‫ﺘﺩﻋﻤﻬﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻌﻤل‬ ‫ﺍﻨﻅﻤﺔ‬ ‫ﺘﺴﺘﺨﺩﻤﻬﺎ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﻫﺫﻩ‬ ‫ﻋﺭﻀﻬﺎ‬ ‫ﺍﻭ‬ ‫ﺍﺴﺘﺭﺠﺎﻋﻬﺎ‬
‫ﺍﻻﻋﻤـﺎل‬ ‫ﺒﻴﺌـﺔ‬ ‫ﻓﻲ‬ ‫ﺘﺘﻨﺎﻓﺱ‬ ‫ﻭﺍﻟﺘﻲ‬ ‫ﺍﻟﻤﺘﺭﺍﺒﻁﺔ‬ ‫ﺍﻟﻌﻤل‬ ‫ﺍﻨﻅﻤﺔ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﻭﺘﺘﺄﻟﻑ‬
(Alter- 99-
p:43)
.
‫ﺒﺎﻟﺸﻜل‬ ‫ﺫﻟﻙ‬ ‫ﻋﻥ‬ ‫ﺍﻟﺘﻌﺒﻴﺭ‬ ‫ﻭﻴﻤﻜﻥ‬
)
٢
(
‫ﺍﻟﻤﻌﻠﻭﻤـﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻥ‬ ‫ﻤﺒﺴﻁ‬ ‫ﻭﺒﺸﻜل‬ ‫ﻴﻭﻀﺢ‬ ‫ﺍﻟﺫﻱ‬
(IT)
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭﻫﻭ‬ ‫ﺍﻻ‬ ‫ﻭﺍﺸﻤل‬ ‫ﺍﻭﺴﻊ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻤﻥ‬ ‫ﺠﺯﺀ‬ ‫ﺍﻻ‬ ‫ﻫﻲ‬ ‫ﻤﺎ‬
(IS)
‫اﻻﻋﻤﺎل‬ ‫ﺑﯿﺌﺔ‬
‫اﻟﻤﻨﻈﻤﺔ‬
‫اﻟﻌﻤﻞ‬ ‫ﻧﻈﺎم‬
‫ﻧﻈﺎم‬
‫اﻟﻤﻌﻠﻮﻣﺎت‬
‫ﺗﻜﻨﻮﻟﻮﺟﯿﺎ‬
‫ﻟﻤﻌﻠﻮﻣﺎت‬
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10. ‫اﻻﻟﯿﺎف‬
‫اﻟﻀﻮ‬
‫ﺋﯿﺔ‬
‫ﺗﻄﻮر‬
‫اﻟﻨﻈﻢ‬
‫اﺳﻼك‬
‫اﻟﻨﺤﺎس‬
‫اﻻﻧﺘﺮﻧﺖ‬
‫ﻣﯿﻜﺮوﻛﻤﺒﯿﻮﺗﺮ‬
‫ﻣﻌﺎﻟﺠﺔ‬
‫اﻟﻤﻌﺮﻓﺔ‬
‫ﺍﻟﺸﻜل‬
)
٢
(
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﻨﻅﻡ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
‫ﺍﻟﻤﺼﺩﺭ‬
:
Alter- 1999- P: 43
‫ﺍﻟﻤﻌﻠﻭ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺘﻌﺭﻴﻑ‬ ‫ﻋﻥ‬ ‫ﻭﺭﺩﺕ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻤﻔﺎﻫﻴﻡ‬ ‫ﻭﺒﺎﺴﺘﻌﺭﺍﺽ‬
‫ﻫﻨـﺎﻙ‬ ‫ﺍﻥ‬ ‫ﻨﻼﺤـﻅ‬ ‫ﻤﺎﺕ‬
‫ﺠ‬ ‫ﻓﻲ‬ ‫ﻭﺍﺨﺘﻼﻑ‬ ‫ﺍﻟﺠﻭﺍﻨﺏ‬ ‫ﺒﻌﺽ‬ ‫ﻓﻲ‬ ‫ﺍﺘﻔﺎﻕ‬
‫ﻟﺘﻜﻨﻭﻟﻭﺠﻴـﺎ‬ ‫ﻜـﻭﻥ‬ ‫ﻓـﻲ‬ ‫ﺍﻟـﺴﺒﺏ‬ ‫ﻭﻴﻌﻭﺩ‬ ‫ﺁﺨﺭﻯ‬ ‫ﻭﺍﻨﺏ‬
‫ﺭﻴـﺎﺩﻱ‬ ‫ﺩﻭﺭ‬ ‫ﻤـﻥ‬ ‫ﺘﻤﺜﻠـﻪ‬ ‫ﻟﻤـﺎ‬ ‫ﻀﻴﻕ‬ ‫ﺍﻁﺎﺭ‬ ‫ﻓﻲ‬ ‫ﺘﺄﻁﻴﺭﻫﺎ‬ ‫ﻤﻥ‬ ‫ﻴﻤﻨﻊ‬ ‫ﺸﻤﻭﻟﻲ‬ ‫ﺍﻁﺎﺭ‬ ‫ﺫﺍﺕ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬
‫ﺍﻟﻘﻁﺎﻋﺎﺕ‬ ‫ﻤﺨﺘﻠﻑ‬ ‫ﻓﻲ‬ ‫ﺘﺄﺜﻴﺭﺍﺘﻪ‬ ‫ﺍﻨﻌﻜﺴﺕ‬
.
‫ﺍﻟﻤﻌﻠﻭﻤـﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺘﻌﺭﻴﻑ‬ ‫ﻴﻤﻜﻥ‬ ‫ﻤﺎﺴﺒﻕ‬ ‫ﻀﻭﺀ‬ ‫ﻭﻓﻲ‬
‫ﺒﺄﻨﻬﺎ‬
)
‫ﺍﻟﻤﺘﻁﻭﺭﺓ‬ ‫ﺍﻟﺘﻘﻨﻴﺎﺕ‬ ‫ﻤﻥ‬ ‫ﻤﺘﺭﺍﻜﻡ‬ ‫ﻫﻴﻜل‬
)
‫ﺍﺸﻜﺎﻟﻬﺎ‬ ‫ﺒﻜﺎﻓﺔ‬
(
‫ﻭﺍﻟﻤ‬
‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺍﺩﺍﺭﺓ‬ ‫ﻗﺒل‬ ‫ﻤﻥ‬ ‫ﺴﺘﺨﺩﻤﺔ‬
‫ﻭﺘﺤﻘﻴـﻕ‬ ‫ﺍﻻﻨﺘﺎﺠﻴـﺔ‬ ‫ﻭﺯﻴﺎﺩﺓ‬ ‫ﺍﻻﺩﺍﺀ‬ ‫ﺘﺤﺴﻴﻥ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺤﺎﻻﺕ‬ ‫ﺍﻓﻀل‬ ‫ﺍﻟﻰ‬ ‫ﻟﻠﻭﺼﻭل‬ ‫ﺍﻟﺒﺸﺭﻴﺔ‬ ‫ﻭﻤﻭﺍﺭﺩﻫﺎ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻙ‬ ‫ﺭﻀﺎ‬
)
‫ﺍﻟﺯﺒﻭﻥ‬
(
‫ﻓـﻲ‬ ‫ﺫﻟـﻙ‬ ‫ﻭﺍﻨﻌﻜﺎﺱ‬ ‫ﺍﻟﺘﻘﻨﻴﺎﺕ‬ ‫ﻫﺫﻩ‬ ‫ﺘﻁﺒﻕ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺴﻠﻊ‬ ‫ﺃﻭ‬ ‫ﺍﻟﺨﺩﻤﺎﺕ‬ ‫ﻋﻥ‬
‫ﻟﻠﻤﻨﻅﻤﺔ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻲ‬ ‫ﺍﻟﻤﻭﻗﻊ‬ ‫ﺘﻌﺯﻴﺯ‬
.(
‫ﺨﺎﻤﺴﺎ‬
:
‫ﺍﻟﺘﻁﻭﺭ‬ ‫ﻤﺭﺍﺤل‬
‫ﺍﻟﺘﺴﺎﺒ‬ ‫ﺒﺎﺕ‬ ‫ﻟﻘﺩ‬
‫ﺍﻻﺩﺍﺭﻴﺔ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﺒﻬﺎ‬ ‫ﺘﺘﻤﻴﺯ‬ ‫ﻅﺎﻫﺭﺓ‬ ‫ﺍﻟﺤﺩﻴﺜﺔ‬ ‫ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﻨﺤﻭ‬ ‫ﻕ‬
‫ﻤﻤﻜﻨﺔ‬ ‫ﻜﻴﻔﻴﺔ‬ ‫ﻭﺒﺎﺴﺭﻉ‬ ‫ﺍﻻﺩﺍﺀ‬ ‫ﻤﺴﺘﻭﻴﺎﺕ‬ ‫ﺃﻋﻠﻰ‬ ‫ﺘﺤﻘﻴﻕ‬ ‫ﻨﺤﻭ‬ ‫ﺴﻌﻴﻬﺎ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺤﺩﻴﺜﺔ‬
.
‫ﺍﻟﻘﻁﺎﻋـﺎﺕ‬ ‫ﺒﻴﻥ‬ ‫ﹰ‬
‫ﺎ‬‫ﻭﺍﻗﺘﺼﺎﺩﻴ‬ ‫ﹰ‬
‫ﺎ‬‫ﻓﻨﻴ‬ ‫ﹰ‬
‫ﺎ‬‫ﺍﻨﺴﺠﺎﻤ‬ ‫ﺘﺨﻠﻕ‬ ‫ﺍﻥ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﺴﺘﻁﺎﻋﺕ‬ ‫ﻓﻠﻘﺩ‬
‫ﺠﻬ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺨﺩﻤﻴﺔ‬ ‫ﻭﺍﻟﻘﻁﺎﻋﺎﺕ‬ ‫ﺠﻬﺔ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺘﺼﻨﻴﻌﻴﺔ‬
‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﺘﺯﺍﻭﺝ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﻭﺫﻟﻙ‬ ‫ﺁﺨﺭﻯ‬ ‫ﺔ‬
‫ﺍﻻﺘﺼﺎﻻﺕ‬ ‫ﻭﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬
)
‫ﻗﺎﺴﻡ‬
-
٢٠٠٠
-
٦٠
p:
.(
‫ﻭﻴﺸﻴﺭ‬
)
‫ﻁﺎﻟﺏ‬
(
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﻤﻊ‬ ‫ﺍﻟﺘﻌﺎﻤل‬ ‫ﻓﻲ‬ ‫ﹰ‬
‫ﺍ‬‫ﻜﺒﻴﺭ‬ ‫ﹰ‬
‫ﺎ‬‫ﺸﻭﻁ‬ ‫ﻗﻁﻊ‬ ‫ﻗﺩ‬ ‫ﺍﻟﻌﺎﻟﻡ‬ ‫ﺍﻥ‬ ‫ﺍﻟﻰ‬
‫ﻓﺎﺼﺒﺢ‬ ‫ﺍﻟﺘﻘﻨﻴﺔ‬ ‫ﻫﺫﻩ‬ ‫ﺘﻨﻅﻴﻡ‬ ‫ﻋﻠﻰ‬ ‫ﺒﻴﻨﻬﺎ‬ ‫ﻓﻴﻤﺎ‬ ‫ﺍﻟﻤﺸﺘﺭﻙ‬ ‫ﻭﺍﻟﺘﻨﺴﻴﻕ‬ ‫ﺒﺎﻟﺘﻌﺎﻭﻥ‬ ‫ﺍﻟﺩﻭل‬ ‫ﻭﻋﻤﻠﺕ‬
)
‫ﺍﻻ‬
‫ﻨﺘﺭﻨﺕ‬
(
‫ﻭﻴـﺸﻜل‬ ‫ﺍﻟﻌـﺎﻟﻡ‬ ‫ﺍﻗﺘﺼﺎﺩﻴﺎﺕ‬ ‫ﻓﻲ‬ ‫ﹰ‬
‫ﺍ‬‫ﻭﻤﺅﺜﺭ‬ ‫ﹰ‬
‫ﺎ‬‫ﺤﺎﺴﻤ‬ ‫ﹰ‬
‫ﻼ‬‫ﻋﺎﻤ‬ ‫ﺍﻻﺨﺭﻯ‬ ‫ﻭﺍﻻﺘﺼﺎﻻﺕ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﻭﺴﺎﺌل‬
‫ﻻﺸـﺒﺎﻉ‬ ‫ﺯﺒﺎﺌﻨﻬـﺎ‬ ‫ﺍﻟﻰ‬ ‫ﺍﻻﻟﻜﺘﺭﻭﻨﻴﺔ‬ ‫ﺍﻟﺨﺩﻤﺎﺕ‬ ‫ﺘﻘﺩﻴﻡ‬ ‫ﻓﻲ‬ ‫ﻤﻨﻪ‬ ‫ﺍﻻﺴﺘﻔﺎﺩﺓ‬ ‫ﺘﺤﺎﻭل‬ ‫ﻟﻠﺯﺒﺎﺌﻥ‬ ‫ﹰ‬
‫ﺍ‬‫ﻜﺒﻴﺭ‬ ‫ﹰ‬
‫ﺎ‬‫ﺘﺤﺩﻴ‬
‫ﺍﻟﻤﻨﺎﻓﺴﺔ‬ ‫ﻓﻲ‬ ‫ﻭﺍﻟﺭﻴﺎﺩﺓ‬ ‫ﻟﺩﻴﻬﻡ‬ ‫ﺍﻟﺭﻀﺎ‬ ‫ﻭﺘﺤﻘﻴﻕ‬ ‫ﺤﺎﺠﺎﺘﻬﻡ‬
)
‫ﻁﺎﻟﺏ‬
-
٢٠٠٣
-
٢
p:
.(
‫ﻟ‬ ‫ﻭﻴﻭﻀﺢ‬
‫ﺍﻟﺸﻜل‬ ‫ﻨﺎ‬
)
٣
(
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﻤﻜﻭﻨﺎﺕ‬ ‫ﻟﺘﻁﻭﺭ‬ ‫ﺍﻟﻤﺨﺘﻠﻔﺔ‬ ‫ﺍﻟﻤﺭﺍﺤل‬
.
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11. ‫ﺍﻟﺸﻜل‬
)
٣
(
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﻤﻜﻭﻨﺎﺕ‬ ‫ﻟﺘﻁﻭﺭ‬ ‫ﺍﻟﻤﺨﺘﻠﻔﺔ‬ ‫ﺍﻟﻤﺭﺍﺤل‬
‫ﺍﻟﻤﺼﺩﺭ‬
:
‫ﻭﺨﻠﻴل‬ ‫ﺠﻤﻌﺔ‬
-
٢٠٠٢
-
١٢٠
p:
) .
‫ﺍﻟﺒﺎﺤﺙ‬ ‫ﻤﻥ‬ ‫ﺒﺘﺼﺭﻑ‬
(
‫ﻤﺘ‬ ‫ﺘﻁـﻭﺭ‬ ‫ﻓـﻲ‬ ‫ﻫـﻲ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺘﻴـﺔ‬ ‫ﺍﻟﺜﻭﺭﺓ‬ ‫ﻤﻌﻁﻴﺎﺕ‬ ‫ﺍﻥ‬ ‫ﻨﺠﺩ‬ ‫ﺍﻟﺸﻜل‬ ‫ﻤﻼﺤﻅﺔ‬ ‫ﻭﻤﻥ‬
‫ﺯﺍﻴـﺩ‬
‫ﺍﻟﺒﺭﺍﻤﺞ‬ ‫ﺼﻌﻴﺩ‬ ‫ﻭﻋﻠﻰ‬ ‫ﺘﻜﻠﻔﺔ‬ ‫ﻭﺍﻗل‬ ‫ﻗﺩﺭﺓ‬ ‫ﻭﺍﻜﺜﺭ‬ ‫ﹰ‬
‫ﺎ‬‫ﺤﺠﻤ‬ ‫ﺍﺼﻐﺭ‬ ‫ﺍﻟﻭﻗﺕ‬ ‫ﻤﺭﻭﺭ‬ ‫ﻤﻊ‬ ‫ﺍﺼﺒﺤﺕ‬ ‫ﻓﺎﻟﺤﻭﺍﺴﻴﺏ‬
‫ﻭﻓـﻲ‬ ‫ﻤﻨﻁﻘﻴﺔ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﺒﺄﻴﺔ‬ ‫ﺍﻟﻘﻴﺎﻡ‬ ‫ﺘﺴﺘﻁﻴﻊ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺒﺭﺍﻤﺞ‬ ‫ﻤﻥ‬ ‫ﻜﺒﻴﺭﺓ‬ ‫ﺍﻋﺩﺍﺩ‬ ‫ﺘﺘﻭﺍﻓﺭ‬ ‫ﻓﺎﻨﻪ‬ ‫ﻭﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬
‫ﻭﺍﻻﺠﻬـﺯﺓ‬ ‫ﺍﻟﻜﻤﺒﻴـﻭﺘﺭ‬ ‫ﺍﻨﺘـﺸﺎﺭ‬ ‫ﺃﺩﻯ‬ ‫ﻓﻠﻘـﺩ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻘل‬ ‫ﺼﻌﻴﺩ‬ ‫ﻋﻠﻰ‬ ‫ﺃﻤﺎ‬ ‫ﺍﻟﺤﻘﻭل‬ ‫ﻤﻥ‬ ‫ﺤﻘل‬ ‫ﺃﻱ‬
‫ﺍﻟﻤﺘ‬
‫ﻨﻘل‬ ‫ﺘﺴﻬﻴل‬ ‫ﺍﻟﻰ‬ ‫ﺍﻟﻌﺎﻟﻡ‬ ‫ﺍﻨﺤﺎﺀ‬ ‫ﺠﻤﻴﻊ‬ ‫ﻓﻲ‬ ‫ﻁﻭﺭﺓ‬
)
‫ﻭﺍﻟﻨﺹ‬ ‫ﻭﺍﻟﺼﻭﺭﺓ‬ ‫ﺍﻟﺼﻭﺕ‬
(
‫ﻤﺠﺘﻤﻌﺔ‬
)
‫ﻭﺍﻟﺘـﻲ‬
‫ﻤﺴﺘﺤﻴﻠﺔ‬ ‫ﻜﺎﻨﺕ‬
(
‫ﻤﻨﻬﺎ‬ ‫ﺍﻟﺭﻗﻤﻴﺔ‬ ‫ﻭﺨﺎﺼﺔ‬ ‫ﺍﻟﺤﺩﻴﺜﺔ‬ ‫ﻭﺍﻻﺘﺼﺎﻻﺕ‬ ‫ﺍﻟﻤﺘﻌﺩﺩﺓ‬ ‫ﺒﺎﻟﻭﺴﺎﺌﻁ‬ ‫ﻴﻌﺭﻑ‬ ‫ﻤﺎ‬ ‫ﺒﻭﺍﺴﻁﺔ‬
‫ﺍﻟﻌﺎﻟﻡ‬ ‫ﺒﻘﺎﻉ‬ ‫ﻜل‬ ‫ﻓﻭﻕ‬ ‫ﺘﺩﻭﺭ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺼﻨﺎﻋﻴﺔ‬ ‫ﺍﻻﻗﻤﺎﺭ‬ ‫ﻤﻨﻅﻭﻤﺔ‬ ‫ﻓﻲ‬ ‫ﺘﺘﻤﺜل‬ ‫ﻭﺍﻟﺘﻲ‬
.
‫ﺠﻤﻌﺘﻬ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻻﺤﺼﺎﺀﺍﺕ‬ ‫ﻭﺤﺴﺏ‬
‫ﺸﺭﻜﺔ‬ ‫ﺎ‬
)
‫ﺍﻟﻜﻤﺒﻴﻭﺘﺭ‬ ‫ﻋﺎﻟﻡ‬
(
‫ﺘﻨﻔـﻕ‬ ‫ﺍﻟﻜﺒﻴﺭﺓ‬ ‫ﺍﻟﺸﺭﻜﺎﺕ‬ ‫ﻓﺎﻥ‬
)
٥
(%
‫ﺒـﺸﻜل‬ ‫ﺘـﺫﻫﺏ‬ ‫ﺍﻟﻨـﺴﺒﺔ‬ ‫ﻭﻫـﺫﻩ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﻤﻴﺩﺍﻥ‬ ‫ﻓﻲ‬ ‫ﻤﺒﻴﻌﺎﺘﻬﺎ‬ ‫ﻭﺍﺭﺍﺩﺍﺕ‬ ‫ﻤﻥ‬
‫ﻭﺍﻟﻌﺎﻤﻠﻴﻥ‬ ‫ﻭﺍﻟﺒﺭﺍﻤﺞ‬ ‫ﻭﺍﻻﺘﺼﺎﻻﺕ‬ ‫ﻭﺍﻟﻤﺭﻜﺯﻴﺔ‬ ‫ﺍﻟﺸﺨﺼﻴﺔ‬ ‫ﺍﻟﻜﻤﺒﻴﻭﺘﺭﺍﺕ‬ ‫ﻷﻏﺭﺍﺽ‬ ‫ﻤﺩﻓﻭﻋﺎﺕ‬
(
(Post-
2000-p: 544)
.
‫ﻴﺸﻴﺭ‬ ‫ﺍﻟﺼﺩﺩ‬ ‫ﻭﺒﻬﺫﺍ‬
)
‫ﺃﻭﻜﻴل‬
-
٢٠٠٢
-
١٩٦
p:
(
‫ﺃﻥ‬ ‫ﺍﻟﻰ‬
:
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12. ‫ﺃ‬
.
‫ﺍﻟـ‬ ‫ﺘﺠﺎﻭﺯﺕ‬ ‫ﺍﻷﺨﻴﺭﺓ‬ ‫ﺍﻟﺴﻨﻭﺍﺕ‬ ‫ﻓﻲ‬ ‫ﺍﻷﺘﺼﺎﻻﺕ‬ ‫ﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻷﺠﻤﺎﻟﻴﺔ‬ ‫ﺍﻟﺴﻭﻕ‬ ‫ﺤﺠﻡ‬
)
٥٠٠
(
‫ﻤـﻥ‬ ‫ﺍﻜﺜـﺭ‬ ‫ﺍﻟـﻰ‬ ‫ﺍﻟﻌـﺎﻟﻤﻲ‬ ‫ﺍﻟﻤﺴﺘﻭﻯ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺼﺎﺩﺭﺍﺕ‬ ‫ﻓﻲ‬ ‫ﻤﻨﺘﺠﺎﺘﻬﺎ‬ ‫ﻨﺴﺒﺔ‬ ‫ﻭﺍﺯﺩﺍﺩﺕ‬ ‫ﺩﻭﻻﺭ‬ ‫ﻤﻠﻴﻭﻥ‬
)
٢٠
.(%
‫ﺏ‬
.
‫ﺴـﺒﻴل‬ ‫ﻋﻠـﻰ‬ ‫ﺍﻟﻔﺭﻨﺴﻲ‬ ‫ﺍﻷﻗﺘﺼﺎﺩ‬ ‫ﻨﻤﻭ‬ ‫ﻓﻲ‬ ‫ﺘﺴﻬﻡ‬ ‫ﺍﻥ‬ ‫ﺍﺴﺘﻁﺎﻋﺕ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻥ‬
‫ﺒﻤ‬ ‫ﺍﻟﻤﺜﺎل‬
‫ﻘﺩﺍﺭ‬
)
١٥
(%
‫ﻋﺎﻡ‬
١٩٩٨
‫ﻤﻘﺎﺒل‬
)
٩,٣
(%
‫ﻋﺎﻡ‬
١٩٩٧
.
‫ﺝ‬
.
‫ﺴـﺒﻴل‬ ‫ﻋﻠﻰ‬ ‫ﺍﺭﺘﻔﻌﺕ‬ ‫ﻗﺩ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﻭﺒﺭﺍﻤﺠﻴﺎﺕ‬ ‫ﺘﺠﻬﻴﺯﺍﺕ‬ ‫ﻓﻲ‬ ‫ﺍﻻﺴﺘﺜﻤﺎﺭﺍﺕ‬ ‫ﺍﻥ‬
‫ﻓﻲ‬ ‫ﺍﻟﻤﺜﺎل‬
U.S.A
‫ﻋﺎﻤﻲ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﻨﺼﻑ‬ ‫ﻤﻥ‬ ‫ﺃﻜﺜﺭ‬ ‫ﺍﻟﻰ‬
١٩٩٥
‫ﻭ‬
١٩٩٩
‫ﻤـﻥ‬ ‫ﺃﻱ‬
)
٢٤٣
(
‫ﻤﻠﻴـﺎﺭ‬
‫ﺍﻟﻰ‬ ‫ﺩﻭﻻﺭ‬
)
٥١٠
(
‫ﺩﻭﻻﺭ‬ ‫ﻤﻠﻴﺎﺭ‬
.
‫ﺍﻥ‬ ‫ﻋﻠﻰ‬ ‫ﻴﺩل‬ ‫ﻓﺎﻨﻤﺎ‬ ‫ﺸﻲﺀ‬ ‫ﻋﻠﻰ‬ ‫ﺩل‬ ‫ﺍﻥ‬ ‫ﻭﻫﺫﺍ‬
‫ﺍﻟﺠﺩﻴﺩ‬ ‫ﺍﻷﻗﺘﺼﺎﺩ‬
)
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻗﺘﺼﺎﺩ‬
(
‫ﺤﻘﻴﻘﺔ‬ ‫ﺍﺼﺒﺢ‬ ‫ﻗﺩ‬
‫ﻤﻠﻤﻭﺴﺔ‬
.
‫ﺍﻥ‬ ‫ﺍﻟﻰ‬ ‫ﺍﻻﺸﺎﺭﺓ‬ ‫ﻭﺘﺠﺩﺭ‬
(Daft)
‫ﺍﻟـﻰ‬ ‫ﺍﺸﺎﺭ‬ ‫ﺤﻴﺙ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺩﺍﺨل‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻨﻅﻤﺔ‬ ‫ﺘﻁﻭﺭ‬ ‫ﺘﻨﺎﻭل‬ ‫ﻗﺩ‬
‫ﺒﺎﻟﻤﺭﺍﺤل‬ ‫ﻤﺭ‬ ‫ﻗﺩ‬ ‫ﺍﻟﺘﻁﻭﺭ‬ ‫ﻫﺫﺍ‬ ‫ﺍﻥ‬
(Daft-2001-pp.241-243)
‫ﺍﻟﺘﺎﻟﻴﺔ‬
:
‫ﺍﻻﻭﻟﻰ‬ ‫ﺍﻟﻤﺭﺤﻠﺔ‬
:
‫ﺍﻟﻰ‬ ‫ﺘﺴﺘﻨﺩ‬ ‫ﺍﻷﻭﻟﻴﺔ‬ ‫ﺍﻻﺴﺘﺨﺩﺍﻤﺎﺕ‬ ‫ﻜﺎﻨﺕ‬ ‫ﺤﻴﺙ‬
‫ﺍﻻﻋﻤﺎل‬ ‫ﺍﻥ‬ ‫ﺃﻱ‬ ‫ﺍﻟﻤﺎﻜﻨﺔ‬ ‫ﻏﺭﻓﺔ‬ ‫ﻜﻔﺎﺀﺓ‬
‫ﺘﻘﻠﻴـل‬ ‫ﻫـﻲ‬ ‫ﺍﻟﻘﻴﻤﺔ‬ ‫ﻜﺎﻨﺕ‬ ‫ﺤﻴﺙ‬ ‫ﺍﻟﺤﺎﺴﻭﺏ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺒﺎﺴﺘﺨﺩﺍﻡ‬ ‫ﻜﻔﺎﺀﺓ‬ ‫ﺍﻜﺜﺭ‬ ‫ﺒﺸﻜل‬ ‫ﺘﻨﺠﺯ‬ ‫ﺍﻥ‬ ‫ﻴﻤﻜﻥ‬
‫ﺒـ‬ ‫ﺘﻌﺭﻑ‬ ‫ﺍﻟﻨﻅﻡ‬ ‫ﺘﻠﻙ‬ ‫ﻭﺍﺼﺒﺤﺕ‬ ‫ﺍﻟﻤﻬﺎﻡ‬ ‫ﺒﻌﺽ‬ ‫ﺍﺩﺍﺀ‬ ‫ﺍﻟﺤﺎﺴﺒﺎﺕ‬ ‫ﺘﻭﻟﻲ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺍﻟﻌﻤل‬ ‫ﺘﻜﺎﻟﻴﻑ‬
)
‫ﻨﻅـﻡ‬
‫ﺍﻟﻤﻌﺎﻤﻼﺕ‬ ‫ﻤﻌﺎﻟﺠﺔ‬
Transaction Processing System)
‫ﺍﺨﺘ‬ ‫ﻟﻬﺎ‬ ‫ﻭﻴﺭﻤﺯ‬
‫ﺒــ‬ ‫ﹰ‬
‫ﺍ‬‫ﺼﺎﺭ‬
(TPS)
‫ﻭﻫـﻲ‬
‫ﺍﻟﺒﻨﻭﻙ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺼﻜﻭﻙ‬ ‫ﺍﻴﺩﺍﻉ‬ ‫ﻤﺜل‬ ‫ﻟﻠﻤﻨﻅﻤﺔ‬ ‫ﺍﻟﻴﻭﻤﻴﺔ‬ ‫ﺍﻟﻤﻌﺎﻤﻼﺕ‬ ‫ﺘﺅﺘﻤﺕ‬
.
‫ﺍﻟﺜﺎﻨﻴﺔ‬ ‫ﺍﻟﻤﺭﺤﻠﺔ‬
:
‫ﺍﻻﺩﺍﺭﻴـﺔ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﻡ‬ ‫ﺍﺴﺘﻌﻤﺎل‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﻟﻠﻌﻤل‬ ‫ﹰ‬
‫ﺍ‬‫ﻤﻭﺭﺩ‬ ‫ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﺼﺒﺤﺕ‬
(MIS)
‫ﺍﻟﻤﻨﻅﻤـﺔ‬ ‫ﻭﺍﺩﺍﺀ‬ ‫ﺍﻻﻗﺴﺎﻡ‬ ‫ﺍﺩﺍﺀ‬ ‫ﻟﺘﺤﺴﻴﻥ‬ ‫ﺍﺩﻭﺍﺕ‬ ‫ﺍﻟﻤﺩﺭﺍﺀ‬ ‫ﻟﺩﻯ‬ ‫ﻜﺎﻨﺕ‬ ‫ﺤﻴﺙ‬ ،‫ﺍﻟﻘﺭﺍﺭ‬ ‫ﺩﻋﻡ‬ ‫ﻭﻨﻅﻡ‬
‫ﻋﺎ‬ ‫ﺒﺸﻜل‬
‫ﺍﻟﻤﻌﺎﻤﻼﺕ‬ ‫ﻤﻌﺎﻟﺠﺔ‬ ‫ﻨﻅﻡ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺒﻴﺎﻨﺎﺕ‬ ‫ﻗﻭﺍﻋﺩ‬ ‫ﺘﺭﺍﻜﻤﺕ‬ ‫ﻓﻌﻨﺩﻤﺎ‬ ‫ﻡ‬
(TPS)
‫ﺒﺘﺼﻭﺭ‬ ‫ﺍﻟﻤﺩﺭﺍﺀ‬ ‫ﺒﺩﺃ‬
‫ﺍﻟﺒﻴﺎﻨـﺎﺕ‬ ‫ﺍﺴـﺘﻌﻤﺎل‬ ‫ﺨـﻼل‬ ‫ﻤـﻥ‬ ‫ﻤﻌﻴﻨﺔ‬ ‫ﻗﺭﺍﺭﺍﺕ‬ ‫ﺼﻨﻊ‬ ‫ﻓﻲ‬ ‫ﻴﺴﺎﻋﺩﻫﻡ‬ ‫ﺍﻥ‬ ‫ﻟﻠﺤﺎﺴﻭﺏ‬ ‫ﻴﻤﻜﻥ‬ ‫ﻁﺭﺍﺌﻕ‬
‫ﻟﻬﺎ‬ ‫ﺍﻟﻤﻠﺨﺼﺔ‬ ‫ﺒﺎﻟﺼﻭﺭﺓ‬
.
‫ﻟﻤـﺴﺎﻋﺩﺓ‬ ‫ﻤـﺼﻤﻤﺔ‬ ‫ﻤﻌﻠﻭﻤﺎﺘﻴﺔ‬ ‫ﺘﻘﺎﺭﻴﺭ‬ ‫ﻴﻭﻓﺭ‬ ‫ﺍﻻﺩﺍﺭﻴﺔ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﻨﻅﺎﻡ‬
‫ﺍﻟﻘﺭ‬ ‫ﺼﻨﻊ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻤﺩﺭﺍﺀ‬
‫ﺍﺭﺍﺕ‬
.
‫ﺍﺴـﺘﻌﺎﺩﺓ‬ ‫ﻗـﺩﺭﺓ‬ ‫ﻟﻠﻤـﺩﺭﺍﺀ‬ ‫ﻴﺘـﻴﺢ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻓﻬﻭ‬ ‫ﺍﻟﻘﺭﺍﺭ‬ ‫ﺩﻋﻡ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺍﻤﺎ‬
‫ﻤﻌﻴﻨﺔ‬ ‫ﻗﺭﺍﺭﺍﺕ‬ ‫ﺼﻨﻊ‬ ‫ﺍﻟﻰ‬ ‫ﹰ‬
‫ﻻ‬‫ﻭﺼﻭ‬ ‫ﻤﺘﻜﺎﻤﻠﺔ‬ ‫ﺒﻴﺎﻨﺎﺕ‬ ‫ﻗﻭﺍﻋﺩ‬ ‫ﻤﻥ‬ ‫ﻭﻋﺭﻀﻬﺎ‬ ‫ﻭﻤﻌﺎﻟﺠﺘﻬﺎ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬
.
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13. ‫ﺍﻟﺜﺎﻟﺜﺔ‬ ‫ﺍﻟﻤﺭﺤﻠﺔ‬
:
‫ﺍﻟﺩﺍﺨﻠﻴـﺔ‬ ‫ﺘﻁﺒﻴﻘﺎﺘﻬﺎ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﹰ‬
‫ﺎ‬‫ﺍﺴﺘﺭﺍﺘﻴﺠﻴ‬ ‫ﹰ‬
‫ﺎ‬‫ﺴﻼﺤ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﺼﺒﺤﺕ‬
‫ﺒـ‬ ‫ﺍﻟﻤﺘﻤﺜﻠﺔ‬
)
‫ﻭﺍﻋﺎ‬ ‫ﺍﻻﻨﺘﺭﺍﻨﺕ‬
‫ﺍﻟﻌﻤل‬ ‫ﺘﺩﻓﻕ‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﺩﺓ‬
(
‫ﺒــ‬ ‫ﺍﻟﻤﺘﻤﺜﻠﺔ‬ ‫ﺍﻟﺨﺎﺭﺠﻴﺔ‬ ‫ﻭﺘﻁﺒﻴﻘﺎﺘﻬﺎ‬
)
‫ﺍﻟﺘﺒـﺎﺩل‬
‫ﺍﻟﻌﻤل‬ ‫ﺸﺒﻜﺎﺕ‬ ‫ﻭﻫﻴﻜﻠﺕ‬ ‫ﺍﻻﻟﻜﺘﺭﻭﻨﻴﺔ‬ ‫ﻭﺍﻟﺘﺠﺎﺭﺓ‬ ‫ﻟﻠﺒﻴﺎﻨﺎﺕ‬ ‫ﺍﻻﻟﻜﺘﺭﻭﻨﻲ‬
.(
‫ﺍﻟﺸﻜل‬ ‫ﻟﻨﺎ‬ ‫ﻭﻴﻭﻀﺢ‬
)
٤
(
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻟﺘﻨﻅﻴﻤﻴﺔ‬ ‫ﺍﻻﺴﺘﺨﺩﺍﻤﺎﺕ‬
‫ﺍﻟﺸﻜل‬
)
٤
(
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻟﺘﻨﻅﻴﻤﻴﺔ‬ ‫ﺍﻻﺴﺘﺨﺩﺍﻤﺎﺕ‬
‫ﺍﻟﻤﺼﺩﺭ‬
):
(Daft-2001- p.241
٣
.
‫اﻻﺳﺘﺮاﺗﯿﺠﻲ‬ ‫اﻟﺴﻼح‬
‫ﺗﻄﺒﯿﻘﺎت‬
‫داﺧﻠﯿﺔ‬
‫ﺣﺎرﺟﯿﺔ‬ ‫ﺗﻄﺒﯿﻘﺎت‬
*
‫اﻟﻌﻤﻞ‬ ‫ﺷﺒﻜﺎت‬
*
‫اﻻﻛﺴﺘﺮاﻧﺖ‬
‫واﻟﺘﺒﺎدل‬
‫اﻻﻟﻜﺘﺮوﻧﻲ‬
‫ﻟﻠﺒﯿﺎﻧﺎت‬
*
‫اﻻﻧﺘﺮاﻧﺖ‬
*
‫اﻟﺘﺠﺎرة‬
‫اﻻﻟﻜﺘﺮوﻧﯿﺔ‬
*
‫ﺗﺪﻓﻖ‬ ‫ﺗﺼﻤﯿﻢ‬
‫اﻟﻌﻤﻞ‬
*
‫اﻟﺸﺒﻜﺎت‬ ‫ھﯿﻜﻞ‬
.
٢
.
‫اﻟﻌﻤﻞ‬ ‫ﻣﻮرد‬
-
‫ﺎت‬ ‫اﻟﻤﻌﻠﻮﻣ‬ ‫ﺎم‬ ‫ﻧﻈ‬
‫اﻻدارﯾﺔ‬
MIS
-
‫ﺮار‬ ‫اﻟﻘ‬ ‫ﻢ‬ ‫دﻋ‬ ‫ﻢ‬ ‫ﻧﻈ‬
DSS
-
‫ﺎت‬ ‫اﻟﻤﻌﻠﻮﻣ‬ ‫ﻢ‬ ‫ﻧﻈ‬
‫اﻟﺘﻨﻔﯿﺬﯾﺔ‬
EIS
١
.
‫اﻟﻌﻤﻠﯿﺎت‬
:
*
‫ﺔ‬ ‫ﻣﻌﺎﻟﺠ‬ ‫ﻢ‬ ‫ﻧﻈ‬
‫اﻟﻤﻌﺎﻣﻼت‬
TPS
*
‫اﻟﺒﯿﺎﻧﺎت‬ ‫ﻣﺠﻤﻊ‬
.
‫ﻣﺴﺘﻮى‬
‫اﻻ‬
‫دارة‬
‫ﺗﻄﻮر‬ ‫اﺗﺠﺎه‬
‫اﻟﻤﻌﻠﻮﻣﺎت‬ ‫ﻧﻈﺎم‬
‫اﻟﻌﻠﯿﺎ‬ ‫اﻻدارة‬
)
‫اﻟﺨﻄﻂ‬ ،‫اﻻﺳﺘﺮاﺗﯿﺠﯿﺔ‬
‫اﻟﻤﺒﺮﻣﺠﺔ‬ ‫ﻏﯿﺮ‬
(
‫اﻷدﻧﻰ‬
‫اﻻﻋﻠﻰ‬
‫ﺗﻌﻘﯿﺪ‬
‫اﻟﻨﻈﺎم‬
‫اﻷول‬ ‫اﻟﺨﻂ‬
)
،‫اﻟﻤﺎﺿﯿﺔ‬ ، ‫اﻟﺘﺸﻐﯿﻠﯿﺔ‬
‫اﻟﻤﺒﺮﻣﺠﺔ‬
(
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14. ‫ﻭﻴﻀﻴﻑ‬
)
Daft
(
‫ﺘﻤﻜـﻥ‬ ‫ﻓﺎﻨﻬـﺎ‬ ‫ﹰ‬
‫ﺎ‬‫ﺍﺴﺘﺭﺍﺘﻴﺠﻴ‬ ‫ﹰ‬
‫ﺎ‬‫ﺴﻼﺤ‬ ‫ﺘﺼﺒﺢ‬ ‫ﻭﻫﻲ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻥ‬
‫ﻋﻠـﻰ‬ ‫ﻤﻌﺘﻤـﺩﺓ‬ ‫ﺘﺘﺒﻌﻬـﺎ‬ ‫ﺍﻟﺘـﻲ‬ ‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﻨﻭﻉ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻤﻴﺯﺓ‬ ‫ﺘﺤﻘﻕ‬ ‫ﺍﻥ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺸﺭﻜﺔ‬
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
(Daft-2001-P.243)
.
‫ﹰ‬
‫ﺎ‬‫ﺴﺎﺩﺴ‬
:
‫ﺍﻷﻫﻤﻴﺔ‬
‫ﺘﻜﻨﻭ‬ ‫ﺍﺼﺒﺤﺕ‬ ‫ﻟﻘﺩ‬
‫ﻓـﻲ‬ ‫ﻨﻭﻋﻲ‬ ‫ﻭﺘﻐﻴﺭ‬ ‫ﻭﺘﻘﻨﻲ‬ ‫ﻋﻠﻤﻲ‬ ‫ﺘﻘﺩﻡ‬ ‫ﻤﻥ‬ ‫ﻴﺭﺍﻓﻘﻬﺎ‬ ‫ﻭﻤﺎ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻟﻭﺠﻴﺎ‬
‫ﺠﻌـل‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻷﻤﺭ‬ ‫ﺍﻻﻨﺘﺭﻨﺕ‬ ‫ﻭﺸﺒﻜﺔ‬ ‫ﺍﻻﺘﺼﺎﻻﺕ‬ ‫ﺜﻭﺭﺓ‬ ‫ﺍﻨﺒﺜﺎﻕ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﹰ‬
‫ﺎ‬‫ﺭﺤﺒ‬ ‫ﹰ‬
‫ﺍ‬‫ﻓﻀﺎﺀ‬ ‫ﺍﻟﻤﻌﺭﻓﺔ‬ ‫ﺤﻘﻭل‬
‫ﺍﻷﻋﻤﺎل‬ ‫ﻤﺠﺎل‬ ‫ﻓﻲ‬ ‫ﻟﻼﻨﻁﻼﻕ‬ ‫ﺍﻟﺘﻘﻨﻴﺔ‬ ‫ﺍﻟﻘﺎﻋﺩﺓ‬ ‫ﺃﺩﻭﺍﺘﻬﺎ‬ ‫ﻭﻤﻥ‬ ‫ﻤﻨﻬﺎ‬
.
‫ﻴﺸﻴﺭ‬ ‫ﺍﻟﺼﺩﺩ‬ ‫ﻭﺒﻬﺫﺍ‬
(Alter)
‫ﻭ‬ ‫ﺍﻟﺤﺎﺴﻭﺏ‬ ‫ﺘﻁﺒﻴﻘﺎﺕ‬ ‫ﺍﻥ‬ ‫ﺍﻟﻰ‬
‫ﺍﺤﺩﺜﺕ‬ ‫ﻗﺩ‬ ‫ﺍﻻﺘﺼﺎﻻﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
‫ﺍﻟﻁﺭﻴﻘـﺔ‬ ‫ﻓﻲ‬ ‫ﹰ‬
‫ﺎ‬‫ﺍﺴﺎﺴﻴ‬ ‫ﹰ‬
‫ﺍ‬‫ﺩﻭﺭ‬ ‫ﺘﺅﺩﻱ‬ ‫ﻭﻫﻲ‬ ‫ﺍﻻﻋﻤﺎل‬ ‫ﻤﺤﺘﺭﻓﻭ‬ ‫ﺃﻏﻠﺏ‬ ‫ﺒﻬﺎ‬ ‫ﻴﻌﻤل‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻁﺭﻴﻘﺔ‬ ‫ﻓﻲ‬ ‫ﺜﻭﺭﺓ‬
‫ﺍﻟﺭﺌﻴﺱ‬ ‫ﺍﻟﻤﻜﺘﺏ‬ ‫ﺃﻭ‬ ‫ﺍﻟﻤﺼﻨﻊ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺴﺎﺒﻕ‬ ‫ﻓﻲ‬ ‫ﺍﻷﺸﺨﺎﺹ‬ ‫ﺍﻋﺘﻤﺩ‬ ‫ﺤﻴﺙ‬ ، ‫ﺍﻷﻋﻤﺎل‬ ‫ﺒﻬﺎ‬ ‫ﺘﺘﻨﺎﻓﺱ‬ ‫ﺍﻟﺘﻲ‬
‫ﻟﻌﻤﻠﻬﻡ‬
.
‫ﺘﻨﺠﺯ‬ ‫ﺍﻷﻋﻤﺎل‬ ‫ﻤﻥ‬ ‫ﺍﻟﻜﺜﻴﺭ‬ ‫ﻓﺎﻥ‬ ‫ﺍﻵﻥ‬ ‫ﺍﻤﺎ‬
)
‫ﻤﺎﻴﻜﻭ‬ ‫ﻭﻤﺘﻰ‬ ‫ﺤﻴﺜﻤﺎ‬
‫ﻥ‬
(
‫ﺍﻜﺜﺭ‬ ‫ﹰ‬
‫ﺎ‬‫ﻤﻨﺎﺴﺒ‬ ‫ﺫﻟﻙ‬
.
‫ﺍﻥ‬ ‫ﺤﻴﺙ‬
‫ﺘﻁـﻭﻴﺭ‬ ‫ﻓﻲ‬ ‫ﻭﺍﻟﻤﺴﺎﻫﻤﺔ‬ ‫ﻟﻠﻤﺅﺴﺴﺎﺕ‬ ‫ﺍﻷﻋﻤﺎل‬ ‫ﺘﺭﺘﻴﺏ‬ ‫ﻓﻲ‬ ‫ﺜﻭﺭﺓ‬ ‫ﻤﻥ‬ ‫ﺃﺤﺩﺜﺘﻪ‬ ‫ﻭﻤﺎ‬ ‫ﺍﻟﺤﺎﺴﻭﺏ‬ ‫ﺘﻁﺒﻴﻘﺎﺕ‬
‫ﺘﻁﺒﻴﻘﺎﺕ‬ ‫ﻓﺒﻔﻀل‬ ‫ﺤﺎﺠﺎﺘﻬﻡ‬ ‫ﺒﺤﺴﺏ‬ ‫ﺍﻟﺨﺩﻤﺎﺕ‬ ‫ﻟﺘﻘﺩﻴﻡ‬ ‫ﻭﺍﻟﺴﻌﻲ‬ ‫ﺍﻟﺯﺒﺎﺌﻥ‬ ‫ﺒﻤﺴﺎﻋﺩﺓ‬ ‫ﺍﻟﻘﻴﻤﺔ‬ ‫ﺴﻠﺴﻠﺔ‬
(IT)
‫ﺍﻷ‬ ‫ﺍﻟﻌﻘﺩ‬ ‫ﻓﻲ‬ ‫ﺒﻜﺜﻴﺭ‬ ‫ﻓﺎﻋﻠﻴﺔ‬ ‫ﺍﻜﺜﺭ‬ ‫ﻭﺯﺒﺎﺌﻨﻬﻡ‬ ‫ﺍﻟﻤﺠﻬﺯﻴﻥ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﺭﻭﺍﺒﻁ‬ ‫ﺃﺼﺒﺤﺕ‬
‫ﺍﻻﺴـﺘﺨﺩﺍﻡ‬ ‫ﻤـﻊ‬ ‫ﺨﻴـﺭ‬
‫ﹰ‬
‫ﺎ‬‫ﺍﻟﻜﺘﺭﻭﻨﻴ‬ ‫ﺍﻟﺒﻴﺎﻨﺎﺕ‬ ‫ﻟﺘﺒﺎﺩل‬ ‫ﺍﻷﻨﺘﺸﺎﺭ‬ ‫ﺍﻟﻭﺍﺴﻊ‬
(EDI)
‫ﻤﻊ‬ ‫ﺍﻟﺘﻜﻴﻑ‬ ‫ﺍﻟﻰ‬ ‫ﹰ‬
‫ﻻ‬‫ﻭﺼﻭ‬ ‫ﺍﻟﺘﺠﻬﻴﺯ‬ ‫ﺴﻠﺴﻠﺔ‬ ‫ﻭﺍﺩﺍﺭﺓ‬
‫ﺃﻥ‬ ‫ﻋﻥ‬ ‫ﹰ‬
‫ﻼ‬‫ﻓﻀ‬ ‫ﻁﺎﺭﺌﺔ‬ ‫ﻅﺭﻭﻑ‬ ‫ﻤﻥ‬ ‫ﻴﺴﺘﺠﺩ‬ ‫ﻤﺎ‬
(IT)
‫ﺍﺴـﺎﻟﻴﺏ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﻓﻲ‬ ‫ﹰ‬
‫ﺎ‬‫ﻤﻠﺤﻭﻅ‬ ‫ﹰ‬
‫ﺍ‬‫ﺘﻐﻴﺭ‬ ‫ﺍﺤﺩﺜﺕ‬ ‫ﻗﺩ‬
‫ﺘﻁﺒﻴﻘﺎﺕ‬ ‫ﻜﺎﻨﺕ‬ ‫ﻋﻨﺩﻤﺎ‬ ‫ﹰ‬
‫ﺎ‬‫ﻤﻤﻜﻨ‬ ‫ﻜﺎﻥ‬ ‫ﻋﻤﺎ‬ ‫ﹰ‬
‫ﺎ‬‫ﺘﻤﺎﻤ‬ ‫ﻤﺨﺘﻠﻔﺔ‬ ‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻓﻲ‬ ‫ﺠﺩﻴﺩﺓ‬
(IT)
‫ﻭﻤـﺎ‬ ‫ﹰ‬
‫ﺍ‬‫ﺘﻁـﻭﺭ‬ ‫ﺍﻗل‬
‫ﺍﻟﻤﻌﻠﻭﻤـﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺘﻁﺒﻴﻘﺎﺕ‬ ‫ﺸﻬﺩﺘﻪ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﺘﻁﻭﺭ‬ ‫ﺫﻟﻙ‬ ‫ﻋﻠﻰ‬ ‫ﺩﻟﻴل‬ ‫ﺨﻴﺭ‬ ‫ﺍﻻ‬ ‫ﺍﻻﻟﻜﺘﺭﻭﻨﻴﺔ‬ ‫ﺍﻟﺘﺠﺎﺭﺓ‬
(Alter- 1999 - pp. 6-11)
.
‫ﻴﻀﻴﻑ‬ ‫ﺍﻟﺼﺩﺩ‬ ‫ﻭﺒﻬﺫﺍ‬
(Turban)
‫ﺍﻟﻤﺤﻔـﺯ‬ ‫ﺃﺼـﺒﺤﺕ‬ ‫ﻗـﺩ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻥ‬ ‫ﺍﻟﻰ‬
‫ﺍﻟﻘﺩﺭﺍ‬ ‫ﺒﺴﺒﺏ‬ ‫ﻭﺫﻟﻙ‬ ‫ﺍﻟﻴﻭﻡ‬ ‫ﻋﺎﻟﻡ‬ ‫ﻓﻲ‬ ‫ﺍﻷﻋﻤﺎل‬ ‫ﻟﻨﺸﺎﻁﺎﺕ‬ ‫ﺍﻟﺭﺌﻴﺱ‬
‫ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴـﺎ‬ ‫ﻟﻬﺫﻩ‬ ‫ﺍﻻﻤﻜﺎﻨﻴﺎﺕ‬ ‫ﺍﻭ‬ ‫ﺕ‬
‫ﻭﺍﻟﻤﺘﻤﺜﻠﺔ‬
(Turban et al - 1999-p: 5)
‫ﻓﻲ‬
:
‫ﺃ‬
.
‫ﺍﻟﺴﺭﻋﺔ‬ ‫ﻭﺒﺎﻟﻐﺔ‬ ‫ﺍﻟﺤﺠﻡ‬ ‫ﻜﺒﻴﺭﺓ‬ ‫ﺭﻗﻤﻴﺔ‬ ‫ﺒﺤﺴﺎﺒﺎﺕ‬ ‫ﺍﻟﻘﻴﺎﻡ‬
.
‫ﺏ‬
.
‫ﻭﺒﻴﻨﻬﺎ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﻀﻤﻥ‬ ‫ﻭﺭﺨﻴﺼﺔ‬ ‫ﻭﺩﻗﻴﻘﺔ‬ ‫ﺴﺭﻴﻌﺔ‬ ‫ﺒﺎﺘﺼﺎﻻﺕ‬ ‫ﺍﻟﺘﺯﻭﻴﺩ‬
.
‫ﺝ‬
.
‫ﺍﻟﻴﻪ‬ ‫ﺍﻟﻭﺼﻭل‬ ‫ﻭﺴﻬل‬ ‫ﺼﻐﻴﺭ‬ ‫ﻤﻜﺎﻥ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻤﻥ‬ ‫ﻜﺒﻴﺭﺓ‬ ‫ﻜﻤﻴﺎﺕ‬ ‫ﺨﺯﻥ‬
.
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15. ‫ﺩ‬
.
‫ﺍ‬ ‫ﺒﺎﻟﺤﺼﻭل‬ ‫ﺍﻟﺴﻤﺎﺡ‬
‫ﺍﺭﺠـﺎﺀ‬ ‫ﻜل‬ ‫ﻭﻓﻲ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻤﻥ‬ ‫ﻜﺒﻴﺭﺓ‬ ‫ﻜﻤﻴﺎﺕ‬ ‫ﻋﻠﻰ‬ ‫ﻭﺍﻟﺭﺨﻴﺹ‬ ‫ﻟﺴﺭﻴﻊ‬
‫ﺍﻟﻌﺎﻟﻡ‬
.
‫ﻫـ‬
.
‫ﻋـﺩﺓ‬ ‫ﻓـﻲ‬ ‫ﺍﻭ‬ ‫ﻭﺍﺤﺩ‬ ‫ﻤﻭﻗﻊ‬ ‫ﻓﻲ‬ ‫ﺴﻭﺍﺀ‬ ‫ﻤﺠﺎﻤﻴﻊ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻌﺎﻤﻠﻴﻥ‬ ‫ﺍﻻﺸﺨﺎﺹ‬ ‫ﻭﻜﻔﺎﺀﺓ‬ ‫ﻓﺎﻋﻠﻴﺔ‬ ‫ﺯﻴﺎﺩﺓ‬
‫ﻤﻭﺍﻗﻊ‬
.
‫ﻭ‬
.
‫ﺍﻟﺒﺸﺭﻱ‬ ‫ﺍﻟﻌﻘل‬ ‫ﺘﺘﺤﺩﻯ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﺒﻭﻀﻭﺡ‬ ‫ﺘﻘﺩﻡ‬
.
‫ﺯ‬
.
‫ﺒﺸﻜل‬ ‫ﹰ‬
‫ﺎ‬‫ﻴﺩﻭﻴ‬ ‫ﺍﻟﻤﻨﺠﺯﺓ‬ ‫ﻭﺍﻟﻤﻬﺎﻡ‬ ‫ﺍﻵﻟﻴﺔ‬ ‫ﺸﺒﻪ‬ ‫ﺍﻻﻋﻤﺎل‬ ‫ﻋﻤﻠﻴﺎﺕ‬ ‫ﺘﺸﻐﻴل‬
‫ﺁﻟﻲ‬
.
‫ﺴﺎﺒﻌﺎ‬
:
‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻻﺩﺍﺭﺓ‬
:
‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﻟﻼﺩﺍﺭﺓ‬ ‫ﻤﺨﺘﻠﻔﺔ‬ ‫ﻤﻔﺎﻫﻴﻡ‬ ‫ﺍﻟﻰ‬ ‫ﺍﻭﺭﺍﻕ‬ ‫ﺍﻭ‬ ‫ﻤﺤﺎﻅﺭﺍﺕ‬ ‫ﻤﻥ‬ ‫ﺴﺒﻕ‬ ‫ﻓﻴﻤﺎ‬ ‫ﺘﻁﺭﻗﻨﺎ‬
‫ﹰ‬
‫ﺍ‬‫ﺃﻤﺭ‬ ‫ﻴﻌﺘﺒﺭ‬ ‫ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﻟﻤﻌﻨﻰ‬ ‫ﻋﻠﻴﻪ‬ ‫ﻭﻤﺘﻔﻕ‬ ‫ﻭﺍﺤﺩ‬ ‫ﺘﻌﺭﻴﻑ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﻭﺼﻭل‬ ‫ﺒﺎﻥ‬ ‫ﻭﻗﻠﻨﺎ‬
‫ﻋﺎ‬ ‫ﺒﺼﻔﺔ‬ ‫ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‬ ‫ﺍﻟﻌﻠﻭﻡ‬ ‫ﺴﺎﺌﺭ‬ ‫ﻓﻲ‬ ‫ﹰ‬
‫ﺎ‬‫ﺘﻘﺭﻴﺒ‬ ‫ﺍﻟﺤﺎل‬ ‫ﻫﻭ‬ ‫ﻜﻤﺎ‬ ‫ﺍﻟﻤﻨﺎل‬ ‫ﺼﻌﺏ‬
‫ﻭﺍﻹﺩﺍﺭﻴـﺔ‬ ‫ﻤـﺔ‬
‫ﺍﻟﺘـﺎﻟﻲ‬ ‫ﺍﻟﺘﻌﺭﻴـﻑ‬ ‫ﻓـﻲ‬ ‫ﹰ‬
‫ﺎ‬‫ﺠﻤﻴﻌـ‬ ‫ﺘـﺼﺏ‬ ‫ﺃﻨﻬﺎ‬ ‫ﺍﻟﻰ‬ ‫ﺘﻭﺼﻠﻨﺎ‬ ‫ﻭﻟﻜﻨﻨﺎ‬ ‫ﺨﺎﺼﺔ‬ ‫ﺒﺼﻔﺔ‬
:
‫ﺍﻹﺩﺍﺭﺓ‬
‫ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬
:
‫ﻤـﻥ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ‬ ‫ﻭﺘﻘﻭﻴﻡ‬ ‫ﻭﺘﻨﻔﻴﺫ‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﺘﺘﻀﻤﻥ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻌﻤﻠﻴﺔ‬ ‫ﻫﻲ‬
‫ﻤ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺘﻤﻜﻴﻥ‬ ‫ﺸﺄﻨﻬﺎ‬
‫ﻥ‬
‫ﺃﻫﺩﺍﻓﻬﺎ‬ ‫ﺘﺤﻘﻴﻕ‬
.
‫ﺘﻌﺩ‬ ‫ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﺒﺎﻥ‬ ‫ﺍﻴﻀﺎ‬ ‫ﻭﺍﺴﺘﻨﺘﺠﻨﺎ‬
‫ﺘ‬ ‫ﻭﻟﻴﺱ‬ ‫ﻀﺭﻭﺭﺓ‬
‫ﺇﺫﺍ‬ ‫ﻭﺫﻟﻙ‬ ‫ﹰ‬
‫ﻼ‬‫ﻭﻤﺴﺘﻘﺒ‬ ‫ﹰ‬
‫ﺍ‬‫ﺤﺎﻀﺭ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﺃﺩﺍﺀ‬ ‫ﺭﻓﻊ‬ ‫ﺇﻟﻰ‬ ‫ﺘﺅﺩﻱ‬ ‫ﻷﻨﻬﺎ‬ ‫ﺫﻟﻙ‬ ‫ﹰ‬
‫ﺎ‬‫ﺭﻓ‬
‫ﺃﺴـﻠﻭﺏ‬ ‫ﺘﺴﺘﺨﺩﻡ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻌﺎﻟﻤﻴﺔ‬ ‫ﺍﻟﺸﺭﻜﺎﺕ‬ ‫ﻜل‬ ‫ﻋﻠﻴﻪ‬ ‫ﺘﺠﻤﻊ‬ ‫ﻤﺎ‬ ‫ﻭﻫﺫﺍ‬ ‫ﺠﻴﺩ‬ ‫ﺒﺸﻜل‬ ‫ﺘﻁﺒﻴﻘﻬﺎ‬ ‫ﺘﻡ‬
‫ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻹﺩﺍﺭﺓ‬
.
‫ﺍﻟﻤﻨﻅﻤ‬ ‫ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﺃﺴﻠﻭﺏ‬ ‫ﺘﺒﻨﻲ‬ ‫ﻭﻴﺴﺎﻋﺩ‬
‫ﺔ‬
‫ﺘﺤﻘﻴـﻕ‬ ‫ﻋﻠﻰ‬
‫ﺃﻫﻤﻬﺎ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻔﻭﺍﺌﺩ‬ ‫ﻤﻥ‬ ‫ﻤﺠﻤﻭﻋﺔ‬
:
١
-
‫ﺘﺤ‬
‫ﻓـﻲ‬ ‫ﺍﻷﻋﻤـﺎل‬ ‫ﺠﻐﺭﺍﻓﻴـﺔ‬ ‫ﻀـﻤﻥ‬ ‫ﻤﻭﻗﻌﻬﺎ‬ ‫ﺘﺤﺩﺩ‬ ‫ﻟﻠﻤﻨﻅﻤﺔ‬ ‫ﻁﺭﻴﻕ‬ ‫ﺨﺎﺭﻁﺔ‬ ‫ﺩﻴﺩ‬
‫ﺍﻟﻤﺴﺘﻘﺒل‬
.
٢
-
‫ﻤﻨﻬـﺎ‬ ‫ﺍﻟﻤﺤﻠﻴﺔ‬ ‫ﺍﻟﺸﺩﻴﺩﺓ‬ ‫ﺍﻟﻤﻨﺎﻓﺴﺔ‬ ‫ﻤﻭﺍﺠﻬﺔ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻗﺩﺭﺓ‬ ‫ﺯﻴﺎﺩﺓ‬ ‫ﻓﻲ‬ ‫ﻴﺴﺎﻫﻡ‬
‫ﻭﺍﻟﺩﻭﻟﻴﺔ‬
.
٣
-
‫ﻤﺴﺘﻤﺭﺓ‬ ‫ﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻤﻴﺯﺓ‬ ‫ﺍﻤﺘﻼﻙ‬ ‫ﺇﻤﻜﺎﻨﻴﺔ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻴﻤﻨﺢ‬
.
٤
-
‫ﹰ‬
‫ﻻ‬‫ﻓﻌﺎ‬ ‫ﹰ‬
‫ﺎ‬‫ﺍﺴﺘﺨﺩﺍﻤ‬ ‫ﺍﻟﻤﻭﺍﺭﺩ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﻤﻥ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻴﻤﻜﻥ‬
.
٥
-
‫ﺇﻟﻰ‬ ‫ﻴﺅﺩﻱ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻷﻤﺭ‬ ‫ﺍﻟﻌﻤﻠﻴﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻹﺩﺍﺭﻴﺔ‬ ‫ﺍﻟﻤﺴﺘﻭﻴﺎﺕ‬ ‫ﺠﻤﻴﻊ‬ ‫ﻤﺸﺎﺭﻜﺔ‬ ‫ﻓﺭﺹ‬ ‫ﻴﻭﻓﺭ‬
‫ﺘﺠـﺎﻨﺱ‬ ‫ﻴـﻭﻓﺭ‬ ‫ﺫﻟﻙ‬ ‫ﺃﻥ‬ ‫ﺇﻟﻰ‬ ‫ﺒﺎﻹﻀﺎﻓﺔ‬ ‫ﺒﺎﻟﺘﻐﻴﻴﺭ‬ ‫ﺍﻟﻘﻴﺎﻡ‬ ‫ﻋﻨﺩ‬ ‫ﺘﺤﺩﺙ‬ ‫ﻗﺩ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻤﻘﺎﻭﻤﺔ‬ ‫ﺘﻘﻠﻴل‬
‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻤﺩﻴﺭﻱ‬ ‫ﻟﺩﻯ‬ ‫ﺍﻹﺩﺍﺭﻴﺔ‬ ‫ﻭﺍﻟﻤﻤﺎﺭﺴﺎﺕ‬ ‫ﺍﻟﻔﻜﺭ‬
.
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16. ٦
-
‫ﺍﻟﻤﺩﺭﺍﺀ‬ ‫ﻟﺩﻯ‬ ‫ﺍﻟﺨﻼﻕ‬ ‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ‬ ‫ﺍﻟﺘﻔﻜﻴﺭ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻘﺩﺭﺓ‬ ‫ﻴﻨﻤﻲ‬
‫ﻴﺒـﺎﺩﺭﻭﻥ‬ ‫ﻭﻴﺠﻌﻠﻬﻡ‬
‫ﻟﻬﺎ‬ ‫ﻤﺘﻠﻘﻴﻥ‬ ‫ﻭﻟﻴﺴﻭﺍ‬ ‫ﺍﻷﺤﺩﺍﺙ‬ ‫ﺼﻨﻊ‬ ‫ﺇﻟﻰ‬
.
‫ﺜﺎﻤﻨﺎ‬
:
‫ﺍﻻﺴﺘﻨﺘﺎﺝ‬
‫ﺨﺩﻤﻴﺔ‬ ‫ﺃﻡ‬ ‫ﺇﻨﺘﺎﺠﻴﺔ‬ ،‫ﺨﺎﺼﺔ‬ ‫ﺃﻡ‬ ‫ﻋﺎﻤﺔ‬ ‫ﻜﺎﻨﺕ‬ ‫ﺴﻭﺍﺀ‬ ‫ﺍﻟﺭﺍﻫﻥ‬ ‫ﻋﺼﺭﻨﺎ‬ ‫ﻓﻲ‬ ‫ﺍﻷﻋﻤﺎل‬ ‫ﻤﻨﻅﻤﺎﺕ‬ ‫ﻜﺎﻓﺔ‬ ‫ﺘﻭﺍﺠﻪ‬
.
‫ﺘﺤﺩﻴﺎﺕ‬
‫ﺍﻟﻤﺤﻤ‬ ‫ﺍﻟﺘﺤﺩﻴﺎﺕ‬ ‫ﺘﻠﻙ‬ ‫ﻭﺃﻤﺎﻡ‬ ،‫ﻭﺍﻟﻤﺴﺘﻤﺭﺓ‬ ‫ﺍﻟﺴﺭﻴﻌﺔ‬ ‫ﻭﺍﻟﺘﻘﻨﻴﺔ‬ ‫ﺍﻟﻌﻠﻤﻴﺔ‬ ‫ﻭﺍﻟﺘﻁﻭﺭﺍﺕ‬ ‫ﻟﻠﺘﻐﻴﺭﺍﺕ‬ ‫ﻨﺘﻴﺠﺔ‬ ‫ﻜﺜﻴﺭﺓ‬
‫ﺃﻀﺤﺕ‬ ‫ﻭﻤﺔ‬
‫ﺠﻌ‬ ‫ﻋﻥ‬ ‫ﻋﺎﺠﺯﺓ‬ ‫ﻭﻭﺴﺎﺌﻠﻬﺎ‬ ‫ﺒﻌﻤﻠﻴﺎﺘﻬﺎ‬ ‫ﺍﻟﺘﻘﻠﻴﺩﻴﺔ‬ ‫ﺍﻹﺩﺍﺭﺓ‬
‫ل‬
‫ﺍﻟﻤﻨﺎﻓﺴﺔ‬ ‫ﻋﻠﻰ‬ ‫ﻗﺎﺩﺭﺓ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬
.
‫ﻫﺫﻩ‬ ‫ﻋﻠﻰ‬ ‫ﻴﺤﺘﻡ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻷﻤﺭ‬
‫ﺫﻟﻙ‬ ‫ﻤﻥ‬ ‫ﺘﻤﻜﻨﻬﺎ‬ ‫ﻤﻌﺎﺼﺭﺓ‬ ‫ﺇﺩﺍﺭﻴﺔ‬ ‫ﺃﺴﺎﻟﻴﺏ‬ ‫ﻤﻥ‬ ‫ﻟﻬﺎ‬ ‫ﻴﺘﺎﺡ‬ ‫ﻤﺎ‬ ‫ﻜل‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬
.
‫ﻀﺎﻟﺘﻬﻡ‬ ‫ﺍﻟﺒﺎﺤﺜﻭﻥ‬ ‫ﻭﺠﺩ‬ ‫ﺤﻴﻨﻬﺎ‬
‫ﻜﻭﻨ‬ ‫ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﺃﺴﻠﻭﺏ‬ ‫ﻓﻲ‬
‫ﻪ‬
‫ﻓ‬ ‫ﹰ‬
‫ﺎ‬‫ﻤﻨﻬﺠ‬ ‫ﻴﻤﺜل‬
‫ﻋﻤﻠﻴﺎﺘـﻪ‬ ‫ﺨـﻼل‬ ‫ﻤﻥ‬ ‫ﻭﻴﺘﺴﻡ‬ ‫ﻭﺍﻟﺭﻴﺎﺩﺓ‬ ‫ﺒﺎﻟﺤﺩﺍﺜﺔ‬ ‫ﻴﺘﻤﻴﺯ‬ ‫ﹰ‬
‫ﺎ‬‫ﻜﺭﻴ‬
‫ﺃﺩﺍﺌﻬﺎ‬ ‫ﻭﺘﻁﻭﻴﺭ‬ ‫ﻟﻠﻤﻨﻅﻤﺔ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﻘﺩﺭﺍﺕ‬ ‫ﺯﻴﺎﺩﺓ‬ ‫ﻋﻠﻰ‬ ‫ﺒﺎﻟﻘﺩﺭﺓ‬ ‫ﻭﻭﺴﺎﺌﻠﻪ‬
.
‫ﻭﺒﻌ‬ ‫ﺍﻟﻤﺘﻘﺩﻤﺔ‬ ‫ﺍﻟﺒﻠﺩﺍﻥ‬ ‫ﻓﻲ‬ ‫ﺍﻷﻋﻤﺎل‬ ‫ﻤﻨﻅﻤﺎﺕ‬ ‫ﻤﻌﻅﻡ‬ ‫ﺘﺒﻨﺘﻪ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻷﺴﻠﻭﺏ‬ ‫ﻫﺫﺍ‬
‫ﺽ‬
‫ﻁﺭﻴـﻕ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺴﺎﺌﺭﺓ‬ ‫ﺍﻟﺒﻠﺩﺍﻥ‬
‫ﺤ‬ ‫ﻭﺘﻤﻴﺯﻫﺎ‬ ‫ﺘﻔﻭﻗﻬﺎ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻜﺒﻴﺭ‬ ‫ﺍﻷﺜﺭ‬ ‫ﻟﻪ‬ ‫ﻜﺎﻥ‬ ‫ﺍﻟﻨﻤﻭ‬
‫ﺍﻥ‬ ‫ﻻﻴﻤﻜﻥ‬ ‫ﺍﻻﻋﻤﺎل‬ ‫ﻤﻨﻅﻤﺎﺕ‬ ‫ﺍﻥ‬ ‫ﻤﻨﻬﺎ‬ ‫ﻜﺜﻴﺭﺓ‬ ‫ﺘﺤﺩﻴﺎﺕ‬ ‫ﻭﺍﺠﻪ‬ ‫ﻴﻨﻤﺎ‬
‫ﺍﻟﺘﻭﻅﻴﻑ‬ ‫ﺒﻌﻤﻠﻴﺔ‬ ‫ﺘﻘﻭﻡ‬ ‫ﻟﻡ‬ ‫ﺍﻥ‬ ‫ﻤﺒﺩﻋﺔ‬ ‫ﺘﻜﻭﻥ‬ ‫ﺍﻥ‬ ‫ﻴﻤﻜﻥ‬ ‫ﻭﻻ‬ ‫ﺍﻻﺒﺘﻜﺎﺭ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻘﺩﺭﺓ‬ ‫ﻭﻟﻬﺎ‬ ‫ﻤﺒﺩﻋﺔ‬ ‫ﺘﻜﻥ‬ ‫ﻟﻡ‬ ‫ﺍﻥ‬ ‫ﻨﺎﺠﺤﺔ‬ ‫ﺘﻜﻭﻥ‬
‫ﻟﻠﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻻﻤﺜل‬
.
‫ﻟﻺﺒـ‬ ‫ﺠـﺎﺩﺓ‬ ‫ﻤﻤﺎﺭﺴﺔ‬ ‫ﺩﻭﻥ‬ ‫ﺍﻟﻘﺼﻴﺭ‬ ‫ﺍﻷﺠل‬ ‫ﻓﻲ‬ ‫ﺍﻟﺼﺩﻓﺔ‬ ‫ﻨﺘﻴﺠﺔ‬ ‫ﺘﻨﺠﺢ‬ ‫ﻗﺩ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﺒﻌﺽ‬ ‫ﺃﻥ‬ ‫ﺼﺤﻴﺢ‬
‫ﺍﻭ‬ ‫ﺩﺍﻉ‬
‫ﺠـﺎﺩﺓ‬ ‫ﻤﻤﺎﺭﺴﺔ‬ ‫ﺘﻤﺎﺭﺴﻬﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﺇﻻ‬ ‫ﺘﺒﻘﻰ‬ ‫ﺃﻥ‬ ‫ﻻﻴﻤﻜﻥ‬ ‫ﺍﻟﻁﻭﻴل‬ ‫ﺍﻷﺠل‬ ‫ﻓﻲ‬ ‫ﻭﻟﻜﻥ‬ ‫ﻟﻠﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻤﺜل‬ ‫ﺍﺴﺘﺨﺩﺍﻡ‬
‫ﺍﻭﻟﻭﻴﺎﺘﻬﺎ‬ ‫ﻤﻥ‬ ‫ﻭﺘﺠﻌﻠﻬﺎ‬
.
‫ﻓﻲ‬ ‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻻﺩﺍﺭﺓ‬ ‫ﻟﻨﺠﺎﺡ‬ ‫ﺍﻻﺴﺎﺴﻴﺔ‬ ‫ﺍﻟﻌﻨﺎﺼﺭ‬ ‫ﻤﻥ‬ ‫ﻭﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻻﺒﺩﺍﻉ‬ ‫ﺍﺼﺒﺢ‬ ‫ﺤﻴﺙ‬
‫ﺃﺩﺍﺌﻬ‬ ‫ﻭﺘﻁﻭﻴﺭ‬ ‫ﺘﺤﺴﻴﻥ‬ ‫ﻋﻠﻰ‬ ‫ﺘﺤﺭﺹ‬ ‫ﻻﻨﻬﺎ‬ ‫ﺍﻻﻋﻤﺎل‬ ‫ﻤﻨﻅﻤﺎﺕ‬
‫ﺍﻟﻤﻨﻅﻤـﺎﺕ‬ ‫ﻭﺍﻗﻊ‬ ‫ﻭﺇﻥ‬ ‫ﺍﻟﻤﺘﻔﻭﻕ‬ ‫ﺍﻷﺩﺍﺀ‬ ‫ﺇﻟﻰ‬ ‫ﻟﻠﻭﺼﻭل‬ ‫ﺎ‬
‫ﻟﻠﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﻭﺍﺴﺘﺨﺩﺍﻤﻬﺎ‬ ‫ﻭﺇﺒﺩﺍﻋﻬﺎ‬ ‫ﻜﻔﺎﺀﺘﻬﺎ‬ ‫ﺤﺴﺏ‬ ‫ﻴﺘﻔﺎﻭﺕ‬ ‫ﺫﻟﻙ‬ ‫ﺘﺤﻘﻴﻕ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﻨﺠﺎﺡ‬ ‫ﻤﺴﺘﻭﻯ‬ ‫ﺃﻥ‬ ‫ﺇﻟﻰ‬ ‫ﻴﺸﻴﺭ‬
‫ﻟﻬﺎ‬ ‫ﺘﻭﻅﻴﻔﻬﺎ‬ ‫ﻭﺤﺴﻥ‬ ‫ﺍﻟﻤﺘﻘﺩﻤﺔ‬
.
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17. ‫ﺍﻟﻤﺼﺎﺩﺭ‬
١
.
‫ﺍﻟﺭﺍﺯﻱ‬
:
‫ﺍﻟﻌﺭﺒﻲ‬ ‫ﺍﻟﻜﺘﺎﺏ‬ ‫ﺩﺍﺭ‬ ،‫ﺍﻟﺼﺤﺎﺡ‬ ‫ﻤﺨﺘﺎﺭ‬ ،‫ﻋﺒﺩﺍﻟﻘﺎﺩﺭ‬ ‫ﺒﻥ‬ ‫ﺒﻜﺭ‬ ‫ﺃﺒﻭ‬ ‫ﻤﺤﻤﺩ‬
–
‫ﺒﻴﺭﻭﺕ‬
١٩٨١
.
٢
.
‫ﺍﻟﻤﺭﺍﻏﻲ‬
:
،‫ﺍﻟﻔﻜﺭ‬ ‫ﺩﺍﺭ‬ ،‫ﺍﻟﺜﺎﻟﺜﺔ‬ ‫ﺍﻟﻁﺒﻌﺔ‬ ،‫ﺍﻷﻭل‬ ‫ﺍﻟﻤﺠﻠﺩ‬ ،‫ﺍﻟﻤﺭﺍﻏﻲ‬ ‫ﺘﻔﺴﻴﺭ‬ ،‫ﻤﺼﻁﻔﻰ‬ ‫ﺃﺤﻤﺩ‬
‫ﺒﻴﺭﻭﺕ‬
١٩٧٤
.
٣
.
‫ﺍﻟﻁﺒﺭﺴﻲ‬
:
،‫ﺍﻟﺭﺍﺒﻊ‬ ‫ﺍﻟﺠﺯﺀ‬ ،‫ﺍﻟﻘﺭﺁﻥ‬ ‫ﺘﻔﺴﻴﺭ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺒﻴﺎﻥ‬ ‫ﻤﺠﻤﻊ‬ ،‫ﺍﻟﺤﺴﻥ‬ ‫ﺒﻥ‬ ‫ﺍﻟﻔﻀل‬ ‫ﻋﻠﻲ‬ ‫ﺃﺒﻭ‬
‫ﺍﻟﻌﺭﺒﻲ‬ ‫ﺍﻟﺘﺭﺍﺙ‬ ‫ﺇﺤﻴﺎﺀ‬ ‫ﺩﺍﺭ‬
-
‫ﺒﻴﺭﻭﺕ‬
١٣٧٩
‫ﻕ‬
-
١٣٣٩
‫ﺵ‬
.
٤
.
‫ﺍﻟﺩﻫﺎﻥ‬
:
‫ﺍﻷﻋ‬ ‫ﻤﻨﻅﻤﺎﺕ‬ ‫ﻨﻅﺭﻴﺎﺕ‬ ،‫ﺃﻤﻴﻤﺔ‬
‫ﻋﻤﺎﻥ‬ ،‫ﺍﻟﺼﻔﺩﻱ‬ ‫ﻤﻁﺒﻌﺔ‬ ،‫ﺍﻷﻭﻟﻰ‬ ‫ﺍﻟﻁﺒﻌﺔ‬ ،‫ﻤﺎل‬
١٩٩٢
.
٥
.
‫ﺍﻟﺴﺎﻤﺭﺍﺌﻲ‬
:
،‫ﻓﻴﻪ‬ ‫ﺍﻟﻤﺅﺜﺭﺓ‬ ‫ﺍﻟﻌﻭﺍﻤل‬ ‫ﻭﺒﻌﺽ‬ ‫ﺍﻟﺘﻘﻨﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ،‫ﻋﺒﺩﺍﻟﺠﺒﺎﺭ‬ ‫ﻫﺎﻨﻲ‬ ‫ﺴﻠﻭﻯ‬
‫ﺍﻷﻋﻤﺎل‬ ‫ﺇﺩﺍﺭﺓ‬ ‫ﻓﻲ‬ ‫ﻓﻠﺴﻔﺔ‬ ‫ﺩﻜﺘﻭﺭﺍﻩ‬ ‫ﺃﻁﺭﻭﺤﺔ‬
)
‫ﻤﻨﺸﻭﺭﺓ‬ ‫ﻏﻴﺭ‬
(
،‫ﻭﺍﻻﻗﺘﺼﺎﺩ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﻜﻠﻴﺔ‬ ،
‫ﺒﻐﺩﺍﺩ‬ ‫ﺠﺎﻤﻌﺔ‬
١٩٩٩
.
٦
.
‫ﻋﻠﻲ‬
،
‫ﻤﻴﺎ‬
،
‫ﻭﺃﺜﺭﻫ‬ ‫ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻹﺩﺍﺭﺓ‬
‫ﺎ‬
‫ﺭﻓﻊ‬ ‫ﻓﻲ‬
‫ﺍﻷﻋﻤﺎل‬ ‫ﻤﻨﻅﻤﺎﺕ‬ ‫ﺃﺩﺍﺀ‬
،
‫ﺠﺎﻤﻌـﺔ‬ ‫ﻤﺠﻠـﺔ‬
‫ﺍﻟﻌﻠﻤﻴﺔ‬ ‫ﻭﺍﻟﺒﺤﻭﺙ‬ ‫ﻟﻠﺩﺭﺍﺴﺎﺕ‬ ‫ﺘﺸﺭﻴﻥ‬
،
‫ﺴﻭﺭﻴﺎ‬
،
٢٠٠٧
٧
.
‫ﺍﻟﺩﻫﺎﻥ‬
:
‫ﻋﻤﺎﻥ‬ ،‫ﺍﻟﺼﻔﺩﻱ‬ ‫ﻤﻁﺒﻌﺔ‬ ،‫ﺍﻷﻭﻟﻰ‬ ‫ﺍﻟﻁﺒﻌﺔ‬ ،‫ﺍﻷﻋﻤﺎل‬ ‫ﻤﻨﻅﻤﺎﺕ‬ ‫ﻨﻅﺭﻴﺎﺕ‬ ،‫ﺃﻤﻴﻤﺔ‬
١٩٩٢
.
٨
.
،‫ﻟﻠﻌﺎﻤﻠﻴﻥ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﻭﺍﻟﺴﻠﻭﻙ‬ ‫ﻭﺍﻟﺭﻀﺎ‬ ‫ﺍﻟﻌﻤل‬ ‫ﺃﺒﻌﺎﺩ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﻌﻼﻗﺔ‬ ،‫ﺨﻀﻴﺭ‬ ‫ﻋﻠﻲ‬ ‫ﺃﻤل‬ ،‫ﺍﻟﺩﻟﻴﻤﻲ‬
‫ﺇﺩﺍﺭ‬ ‫ﻓﻲ‬ ‫ﻤﺎﺠﺴﺘﻴﺭ‬ ‫ﺭﺴﺎﻟﺔ‬
‫ﺍﻷﻋﻤﺎل‬ ‫ﺓ‬
)
‫ﻤﻨﺸﻭﺭﺓ‬ ‫ﻏﻴﺭ‬
(
‫ﻭﺍﻻﻗﺘﺼﺎﺩ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﻜﻠﻴﺔ‬ ،
–
‫ﺠﺎﻤﻌﺔ‬
‫ﺒﻐﺩﺍﺩ‬
١٩٩٦
.
٩
.
‫ﺒﺩﺭﺍﻥ‬
:
‫ﺍﻟﻌﻠﻴﺎ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﺒﺭﻨﺎﻤﺞ‬ ‫ﻓﻲ‬ ‫ﻤﺤﺎﻀﺭﺍﺕ‬ ،‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﻓﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺤﻭل‬ ‫ﻤﻼﺤﻅﺎﺕ‬ ،‫ﺇﺒﺭﺍﻫﻴﻡ‬
‫ﻋﻤﺎﻥ‬ ،‫ﺍﻟﻌﺎﻤﺔ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﻤﻌﻬﺩ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﻨﻌﻘﺩ‬
١٩٨٨
.
١٠
.
‫ﺍﻟﻌﺯﺍﻭﻱ‬
:
‫ﺍﻟﻌﺎ‬ ‫ﺍﻟﺒﺸﺭﻴﺔ‬ ‫ﺍﻟﻤﻭﺍﺭﺩ‬ ‫ﺘﺤﻔﻴﺯ‬ ‫ﺴﻴﺎﺴﺔ‬ ،‫ﺇﺒﺭﺍﻫﻴﻡ‬ ‫ﻤﺤﻤﺩ‬ ‫ﻫﺎﺸﻡ‬ ‫ﺒﺸﺭﻯ‬
‫ﻤﻠﺔ‬
‫ﺍﻟﻌﺎﻤﺔ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﻋﻠﻭﻡ‬ ‫ﻓﻲ‬ ‫ﻤﺎﺠﺴﺘﻴﺭ‬ ‫ﺭﺴﺎﻟﺔ‬ ،‫ﺍﻟﺘﻨﻅﻴﻤﻲ‬ ‫ﺒﺎﻹﺒﺩﺍﻉ‬ ‫ﻭﻋﻼﻗﺘﻬﺎ‬
)
‫ﻤﻨﺸﻭﺭﺓ‬ ‫ﻏﻴﺭ‬
(
،
‫ﻭﺍﻻﻗﺘﺼﺎﺩ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﻜﻠﻴﺔ‬
–
‫ﺒﻐﺩﺍﺩ‬ ‫ﺠﺎﻤﻌﺔ‬
٢٠٠٠
.
١١
.
‫ﻭﺍﻟﻌﻠﻴﺎﻭﻱ‬ ‫ﺍﻟﺴﻌﺩ‬
:
‫ﻭﺍﻟﻌﻠﻴﺎﻭﻱ‬ ‫ﻋﻼﻭﻱ‬ ‫ﻤﺴﻠﻡ‬
:
‫ﺍﻟﻤﺅﺜﺭﺓ‬ ‫ﺍﻟﻌﻭﺍﻤل‬ ،‫ﻋﺒﺩﺍﻟﺴﺎﺩﺓ‬ ‫ﻤﺯﻫﺭ‬
‫ﺍﻻﻗﺘﺼﺎﺩﻴ‬ ‫ﺍﻟﻌﻠﻭﻡ‬ ‫ﻤﺠﻠﺔ‬ ،‫ﺍﻟﺼﻨﺎﻋﻴﺔ‬ ‫ﺍﻟﻤﻨﺸﺄﺓ‬ ‫ﻓﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ‬ ‫ﺘﻨﻤﻴﺔ‬ ‫ﻓﻲ‬
‫ﺠﺎﻤﻌﺔ‬ ،‫ﻭﺍﻹﺩﺍﺭﻴﺔ‬ ‫ﺔ‬
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18. ‫ﺍﻷﻭل‬ ‫ﺘﺸﺭﻴﻥ‬ ،‫ﺍﻷﻭل‬ ‫ﺍﻟﻘﻁﺭﻱ‬ ‫ﺍﻟﻤﺅﺘﻤﺭ‬ ،‫ﺒﻐﺩﺍﺩ‬
٢٠٠١
.
١٢
.
‫ﻤﻭﺴﻰ‬
:
‫ﻤﻁﺒﻌﺔ‬ ،‫ﺍﻟﺒﺸﺭﻴﺔ‬ ‫ﺍﻟﻤﻭﺍﺭﺩ‬ ‫ﺇﺩﺍﺭﺓ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺤﺩﻴﺜﺔ‬ ‫ﺍﻻﺘﺠﺎﻫﺎﺕ‬ ،‫ﻓﻨﺠﺎﻥ‬ ‫ﻏﺎﻨﻡ‬
‫ﺒﻐﺩﺍﺩ‬ ،‫ﺍﻟﺭﺍﻴﺔ‬
١٩٩٥
.
١٣
.
‫ﺸﺭﻴﻑ‬
:
‫ﺍﻹﺴﻜﻨﺩﺭﻴﺔ‬ ،‫ﺍﻟﺠﺎﻤﻌﻴﺔ‬ ‫ﺍﻟﺩﺍﺭ‬ ،‫ﺍﻟﻤﻌﺎﺼﺭﺓ‬ ‫ﺍﻹﺩﺍﺭﺓ‬ ،‫ﻋﻠﻲ‬
١٩٩٧
.
١٤
.
،‫ﺍﺒﺭﺍﻫﻴﻡ‬ ‫ﺴﻠﻴﻡ‬ ،‫ﹼﻴﺔ‬
‫ﻨ‬‫ﺍﻟﺤﺴ‬
)
‫ﺍﻟﻤﻌﻠ‬ ‫ﻨﻅﻡ‬ ‫ﻤﺒﺎﺩﺉ‬
‫ﺍﻻﺩﺍﺭﻴﺔ‬ ‫ﻭﻤﺎﺕ‬
)
‫ﻨﻤﺎ‬
((
،‫ﺍﻻﻭﻟﻰ‬ ‫ﺍﻟﻁﺒﻌﺔ‬ ،
،‫ﻭﺍﻟﺘﻭﺯﻴﻊ‬ ‫ﻟﻠﻨﺸﺭ‬ ‫ﺍﻟﻭﺭﺍﻕ‬ ‫ﻤﺅﺴﺴﺔ‬ ،‫ﻋﻤﺎﻥ‬
1998
.
١٥
.
،‫ﻨﻭﺭ‬ ‫ﻤﺤﻤﺩ‬ ،‫ﺒﺭﻫﺎﻥ‬
)
‫ﻓﻲ‬ ‫ﺍﻟﻌﺭﺒﻴﺔ‬ ‫ﺍﻟﻌﺎﻤﺔ‬ ‫ﺍﻻﺩﺍﺭﺓ‬ ‫ﻭﺘﺤﺩﻴﺎﺕ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
‫ﺍﻟﺘﺴﻌﻴﻨﺎﺕ‬ ‫ﻋﻘﺩ‬
(
‫ﻤﺠﻠﺩ‬ ‫ﻟﻼﺩﺍﺭﺓ‬ ‫ﺍﻟﻌﺭﺒﻴﺔ‬ ‫ﺍﻟﻤﺠﻠﺔ‬ ،
13
‫ﺍﻟﻌﺩﺩ‬
4
،
1989
.
١٦
.
،‫ﺍﺴﻌﺩ‬ ‫ﻭﺤﻴﺩ‬ ‫ﻤﻨﻴﺭ‬ ،‫ﻗﺎﺴﻡ‬
)
‫ﻭﺘ‬ ‫ﺍﻟﻤﺎﻟﻴﺔ‬ ‫ﺍﻟﻬﻨﺩﺴﺔ‬ ‫ﺍﺜﺭ‬
‫ﺒﻨﺎﺀ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻜﻨﻭﻟﻭﺠﻴﺎ‬
‫ﺍﻻﺴﺘﺜﻤﺎﺭﻴﺔ‬ ‫ﺍﻟﻤﺤﺎﻓﻅ‬
(
‫ﺍﻟﺠﺎﻤﻌﺔ‬ ،‫ﻭﺍﻻﻗﺘﺼﺎﺩ‬ ‫ﺍﻻﺩﺍﺭﺓ‬ ‫ﻜﻠﻴﺔ‬ ،‫ﻤﻨﺸﻭﺭﺓ‬ ‫ﻏﻴﺭ‬ ‫ﺩﻜﺘﻭﺭﺍﻩ‬ ‫ﺭﺴﺎﻟﺔ‬ ،
،‫ﺍﻟﻤﺴﺘﻨﺼﺭﻴﺔ‬
2000
.
١٧
.
،‫ﻓﺭﺤﺎﻥ‬ ‫ﻋﻼﺀ‬ ،‫ﻁﺎﻟﺏ‬
)
‫ﺍﻟﺨﺩﻤﺎﺕ‬ ‫ﺘﺴﻭﻴﻕ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺩﻭﺭ‬
‫ﺍﻟﻤﺼﺭﻓﻴﺔ‬
(
‫ﺍﻟﻤﺠﻠﺩ‬ ‫ﻜﺭﺒﻼﺀ‬ ‫ﺠﺎﻤﻌﺔ‬ ‫ﻤﺠﻠﺔ‬ ،
1
‫ﺍﻟﻌﺩﺩ‬ ،
2
،
2003
.
١٨
.
‫ﻤﺤﻤﺩ‬ ،‫ﺍﻭﻜﻴل‬
،‫ﺴﻌﻴﺩ‬
)
‫ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﻌﻼﻗﺔ‬ ‫ﺘﻔﻌﻴل‬ ‫ﻨﻘﺹ‬ ‫ﻤﺸﻜﻠﺔ‬ ‫ﺤﻭل‬
‫ﻭﺍﻟﻌﺭﺒﻴﺔ‬ ‫ﺍﻟﻨﺎﻤﻴﺔ‬ ‫ﺍﻟﺒﻠﺩﺍﻥ‬ ‫ﻓﻲ‬ ‫ﺍﻻﻗﺘﺼﺎﺩﻱ‬ ‫ﻭﺍﻟﺘﻁﻭﺭ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬
(
‫ﺍﻟﺴﻨﻭﻱ‬ ‫ﺍﻟﻌﻠﻤﻲ‬ ‫ﺍﻟﻤﺅﺘﻤﺭ‬ ،
،‫ﺍﻻﺩﺍﺭﻴﺔ‬ ‫ﻭﺍﻟﻌﻠﻭﻡ‬ ‫ﺍﻻﻗﺘﺼﺎﺩ‬ ‫ﻟﻜﻠﻴﺔ‬
8-6
،‫ﺃﻴﺎﺭ‬
2002
.
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