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Relationship Between Hr & Hr

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‫ﻋﻼﻗﺔ إدارة اﻟﺘﺼﻤﯿﻢ ﺑﺘﺤﻘﯿﻖ اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬
‫دراﺳﺔ ﻣﯿﺪاﻧﯿﺔ ﻟﻌﯿﻨﺔ ﻣﻦ ﺷﺮﻛﺎت اﻹﻧﺸﺎء واﻟﺘﻌﻤﯿﺮ اﻟﻌﺎﻣﻠﺔ‬ ‫ﻓﻲ اﻷردن‬

‫إﻋــﺪاد‬ ‫داﻧﮫ ﺧﺎﻟﺪ ﻋﻤﺮو‬ ‫اﻟﻤﺸــﺮف‬ ‫اﻷﺳﺘـﺎذ اﻟﺪﻛﺘـﻮر‬ ‫ﻛﺎﻣﻞ اﻟﻤﻐﺮﺑﻲ‬
‫ﻗﺪﻣﺖ ھﺬه اﻟﺮﺳﺎﻟﺔ اﺳﺘﻜﻤﺎ ً ﻟﻤﺘﻄﻠﺒﺎت اﻟﺤﺼﻮل ﻋﻠﻰ درﺟﺔ اﻟﻤﺎﺟﺴﺘﯿﺮ ﻓﻲ‬ ‫ﻻ‬ ‫إدارة اﻷﻋﻤﺎل )‪(MBA‬‬

‫ﺟﺎﻣﻌﺔ اﻟﺸﺮق اﻷوﺳﻂ ﻟﻠﺪراﺳﺎت اﻟﻌﻠﯿﺎ‬ ‫ﻛﻠﯿﺔ اﻷﻋﻤﺎل‬

‫9002‬

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‫ﺗـﻔـﻮﯾــﺾ‬
‫أﻧ ﺎ اﻟﻤﻮﻗﻌ ﺔ أدﻧ ﺎه ) داﻧ ﮫ ﺧﺎﻟ ﺪ ﻋﻤ ﺮو ( أﻓ ﻮض ﺟﺎﻣﻌ ﺔ اﻟ ﺸﺮق اﻷوﺳ ﻂ ﻟﻠﺪراﺳ ﺎت اﻟﻌﻠﯿ ﺎ‬ ‫ﺑﺘﺰوﯾ ﺪ ﻧ ﺴﺦ ﻣ ﻦ رﺳ ﺎﻟﺘﻲ ﻟﻠﻤﻜﺘﺒ ﺎت اﻟﺠﺎﻣﻌﯿ ﺔ أو اﻟﻤﺆﺳ ﺴﺎت أو اﻟﮭﯿﺌ ﺎت أو اﻷﺷ ﺨﺎص اﻟﻤﻌﻨﯿ ﺔ‬ ‫ﺑﺎﻷﺑﺤﺎث واﻟﺪراﺳﺎت اﻟﻌﻠﻤﯿﺔ ﻋﻨﺪ ﻃﻠﺒﮭﺎ.‬

‫اﻻﺳﻢ: داﻧﮫ ﺧﺎﻟﺪ ﻋﻤﺮو‬ ‫اﻟﺘﻮﻗﯿﻊ:‬
‫اﻟﺘﺎرﯾﺦ: 62/1/9002‬

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‫ﺷﻜـﺮ وﺗـﻘـﺪﯾـﺮ‬
‫ﺍﻟﺤﻤﺩ ﷲ ﺭﺏ ﺍﻟﻌﺎﻟﻤﻴﻥ، ﻭﺍﻟﺼﻼﺓ ﻭﺍﻟﺴﻼﻡ ﻋﻠﻰ ﺴﻴﺩ ﺍﻟﺨﻠﻕ ﻭﺍﻟﻤﺭﺴﻠﻴﻥ، ﻤﺤﻤﺩ ﻋﻠﻴﻪ ﺃﻓﻀل‬ ‫ﺍﻟﺼﻼﺓ ﻭﺍﻟﺘﺴﻠﻴﻡ، ﻭﻋﻠﻰ ﺁﻟﻪ ﻭﺃﺼﺤﺎﺒﻪ ﺍﻟﻤﻴﺎﻤﻴﻥ، ﻭﻤﻥ ﺘﺒﻌﻪ ﻭﺴﺎﺭ ﻋﻠﻰ ﻫﺩﻴﻪ ﺇﻟﻰ ﻴﻭﻡ ﺍﻟـﺩﻴﻥ، ﺃﻤـﺎ‬ ‫ﺒﻌﺩ:‬ ‫ﺃﺘﻘﺩﻡ ﺒﺨﺎﻟﺹ ﺸﻜﺭﻱ ﻭﻋﻅﻴﻡ ﺍﻤﺘﻨﺎﻨﻲ ﺇﻟﻰ ﺃﺴﺘﺎﺫﻱ ﺍﻟﻤﺸﺭﻑ ﻋﻠﻰ ﻫﺫﻩ ﺍﻟﺭﺴﺎﻟﺔ، ﺍﻷﺴﺘﺎﺫ‬ ‫ﺍﻟﺩﻜﺘﻭﺭ ﻜﺎﻤل ﺍﻟﻤﻐﺭﺒﻲ، ﺍﻟﺫﻱ ﻜﺎﻥ ﺍﻷﺏ ﺍﻟﺤﺎﻨﻲ ﺍﻟﺫﻱ ﺃﻤ ‪‬ﻨﻲ ﺒﻜل ﺍﻟﺩﻋﻡ ﻭﺍﻟﻤﺸﻭﺭﺓ ﻹﺘﻤﺎﻡ ﻫﺫﺍ‬ ‫ﺩ‬ ‫ﺍﻟﻌﻤل، ﻭﻤﺎ ﺒﺨل ﻋﻠﻲ ﺒﻭﻗﺕ ﺃﻭ ﺠﻬﺩ ﺃﻭ ﻤﺴﺎﻋﺩﺓ ﻋﻠﻤﻴﺔ ﻜﺎﻨﺕ ﺃﻭ ﻤﻌﻨﻭﻴﺔ، ﻓﻌﺯﺯ ﺒﺫﻟﻙ ﺜﻘﺘﻲ ﺒﻨﻔﺴﻲ‬ ‫ﻭﻗﺩﺭﺍﺘﻲ، ﻭﺩﻓﻌﻨﻲ ﻟﻠﻌﻤل ﺍﻟﺩﺅﻭﺏ ﺍﻟﻤﺘﻭﺍﺼل ﺒﻼ ﻜﻠل ﺃﻭ ﻤﻠل.‬ ‫ﻜﻤﺎ ﻴﺴﻌﺩﻨﻲ ﺃﻥ ﺃﺘﻘﺩﻡ ﺒﺠﺯﻴل ﺍﻟﺸﻜﺭ ﻭﺍﻻﻤﺘﻨﺎﻥ ﻟﻸﺴﺘﺎﺫ ﺍﻟﺩﻜﺘﻭﺭ ﻤﺤﻤﺩ ﻤﻁﺭ ﻋﻤﻴـﺩ‬ ‫ﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻟﻌﻠﻴﺎ ﺍﻟﺫﻱ ﻜﺎﻥ ﻟﻪ ﺍﻟﻔﻀل ﺍﻟﻜﺒﻴﺭ ﻓﻲ ﺇﻏﻨـﺎﺀ ﻤـﺴﻴﺭﺘﻲ ﺍﻟﻌﻠﻤﻴـﺔ ﺒﻤﻌﺭﻓﺘـﻪ ﺍﻟﻭﺍﺴـﻌﺔ‬ ‫ﻭﻤﻼﺤﻅﺎﺘﻪ ﺍﻟﻐﻨﻴﺔ ﺨﻼل ﻓﺘﺭﺓ ﺩﺭﺍﺴﺘﻲ ﻭﺼﻭ ﹰ ﺇﻟﻰ ﻤﻨﺎﻗﺸﺔ ﻫﺫﻩ ﺍﻟﺭﺴﺎﻟﺔ.‬ ‫ﻻ‬ ‫ﻭﺃﺸﻜﺭ ﺍﻷﺴﺘﺎﺫ ﺍﻟﺩﻜﺘﻭﺭ ﻤﺤﻤﺩ ﺍﻟﻨﻌﻴﻤﻲ ﺒﻤﺎ ﻟﻪ ﻤﻥ ﺒﺼﻤﺎﺕ ﻭﺍﻀـﺤﺔ ﺨـﻼل ﺩﺭﺍﺴـﺘﻲ،‬ ‫ﻭﺃﺸﻜﺭ ﺍﻷﺴﺘﺎﺫ ﺍﻟﺩﻜﺘﻭﺭ ﻋﺒﺩ ﺍﻟﻨﺎﺼﺭ ﻨﻭﺭ ﻋﻤﻴﺩ ﻜﻠﻴﺔ ﺍﻷﻋﻤﺎل، ﻜﻤﺎ ﺃﺸﻜﺭ ﺍﻟـﺴﺎﺩﺓ ﺃﻋـﻀﺎﺀ ﻟﺠﻨـﺔ‬ ‫ﺍﻟﻤﻨﺎﻗﺸﺔ ﻋﻠﻰ ﺘﻔﻀﻠﻬﻡ ﺒﻤﻨﺎﻗﺸﺔ ﺭﺴﺎﻟﺘﻲ ﻫﺫﻩ ﻭﺘﺤﻤل ﺃﻋﺒﺎﺀ ﻗﺭﺍﺀﺘﻬﺎ ﻭﺘﻘﻴﻴﻤﻬﺎ، ﻭﺘﺯﻭﻴـﺩﻱ ﺒـﺂﺭﺍﺌﻬﻡ‬ ‫ﻭﻤﻼﺤﻅﺎﺘﻬﻡ ﺍﻟﺘﻲ ﺴﺘﻜﻭﻥ ﻤﻥ ﺸﺄﻨﻬﺎ ﺃﻥ ﺘﺴﺎﻫﻡ ﻓﻲ ﺘﺼﻭﻴﺏ ﺃﺨﻁﺎﺌﻬﺎ ﻭﺘﺩﺍﺭﻙ ﻤﺎ ﻗﺩ ﻴﻌﺘﺭﻴﻬـﺎ ﻤـﻥ‬ ‫ﺃﺴﺒﺎﺏ ﺍﻟﺨﻠل ﻭﺍﻟﻨﻘﺹ. ﻜﻤﺎ ﻭﺃﺠﺩ ﻤﻥ ﺍﻟﺤﻕ ﻋﻠﻰ ﺃﻥ ﺃﺘﻘﺩﻡ ﺒﺎﻟﺸﻜﺭ ﺍﻟﺠﺯﻴل ﻭﺍﻻﻋﺘـﺭﺍﻑ ﺒﺎﻟﻔـﻀل‬ ‫ﻟﻠﺴﻴﺩ ﺇﺒﺭﺍﻫﻴﻡ ﺍﻟﻔﻴﻭﻤﻲ ﺃﻤﻴﻥ ﺍﻟﻤﻜﺘﺒﺔ، ﻭﻟﻤﻥ ﻜﺎﻨﺕ ﻟﻬﻡ ﺃﻴﺎ ٍ ﺒﻴﻀﺎﺀ ﻓﻲ ﻤﺴﺎﻋﺩﺘﻲ ﻓـﻲ ﺇﺘﻤـﺎﻡ ﻫـﺫﺍ‬ ‫ﺩ‬ ‫ﺍﻟﻌﻤل ﻭﺇﺨﺭﺍﺠﻪ ﻋﻠﻰ ﻫﺫﻩ ﺍﻟﺼﻭﺭﺓ ﻓﻬﻡ ﺃﺼﺩﻗﺎﺌﻲ.‬ ‫ﺍﻟﺒﺎﺤﺜﺔ‬ ‫ﺩﺍﻨﻪ ﺨﺎﻟﺩ ﻋﻤﺭﻭ‬

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‫اﻹھـــــــــــــﺪاء‬
‫ﺇﱃ ﻣﻦ ﺇﺷﺘﺎﻗﺖ ﺇﻟﻴﻪ ﺟﻮﺍﳓﻲ .. ﻣﻮﻃﲏ ﺍﻟﻐﺎﱄ‬ ‫ﺇﱃ ﻣﻦ ﻛﺎﻥ ﱄ ﻣﺜﺎ ﻻﹰ ﻟﻠﺠﺪ ﻭﺍﻟﻌﻤﻞ .. ﺃﰊ ﺍﻟﻌﺰﻳﺰ‬ ‫ﺇﱃ ﻣﻦ ﺁﺛﺮﺕ ﺭﺍﺣﱵ ﻋﻠﻰ ﺭﺍﺣﺘﻬﺎ .. ﺃﻣﻲ ﺍﳊﺒﻴﺒﺔ‬ ‫ﺇﱃ ﻣﻦ ﻗﺪﻣﺘﺎ ﱄ ﺍﻟﻌﻮﻥ ﻭﻗﺖ ﺣﺎﺟﱵ ﺇﻟﻴﻬﻤ ﺎ .. ﺍ ﺧ ﱵ‪‬‬ ‫ﺯﻳﻨﺔ ﻭﺭﱘ‬ ‫ﺇﱃ ﻣﻦ ﻛﺎﻧﻮﺍ ﱄ ﺳﻨﺪﺍ ﰲ ﻛﻞ ﻭﻗﺖ .. ﺇﺧﻮﰐ‬ ‫ﻭﻟﻴﺪ ﻭﺧﻠﺪﻭﻥ ﻭﺃﲪﺪ‬ ‫ﺇﱃ ﻛﻞ ﻣﻦ ﻳﺪﻋﻮ ﱄ ﺑﺎﳋﲑ ﻭﺳﺎ ﻋ ﺪﱐ ﰲ ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﻣﺎ‬ ‫ﺃﻧﺎ ﻋﻠﻴﻪ ﻣﻦ ﲦﺮﺓ ﺍﻟﻨﺠﺎﺡ‬ ‫ﺃﻫﺪﻱ ﻫﺬﺍ ﺍﳉﻬﺪ ﺍﳌﺘﻮﺍﺿﻊ‬
‫ﺩﺍﻨﻪ‬

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‫ﻗﺎﺋﻤﺔ اﻟﻤﺤﺘﻮﯾﺎت‬
‫اﻟﺼﻔﺤﺔ‬
‫ﺏ‬ ‫ﺝ‬ ‫ﺩ‬ ‫ﻩ‬ ‫ﻭ‬ ‫ﺡ‬ ‫ﻱ‬ ‫ﻙ‬ ‫ل‬
‫1‬ ‫2‬ ‫4‬ ‫5‬ ‫6‬ ‫8‬ ‫9‬ ‫01‬ ‫21‬ ‫31‬ ‫71‬ ‫04‬ ‫16‬ ‫16‬ ‫16‬ ‫16‬ ‫66‬ ‫66‬

‫اﻟﻤﻮﺿﻮع‬
‫ﺗﻔﻮﯾﺾ‬ ‫ﻗﺮار ﻟﺠﻨﺔ اﻟﻤﻨﺎﻗﺸﺔ‬ ‫ﺷﻜﺮ وﺗﻘﺪﯾﺮ‬ ‫اﻷھﺪاء‬ ‫ﻗﺎﺋﻤﺔ اﻟﻤﺤﺘﻮﯾﺎت‬ ‫ﻗﺎﺋﻤﺔ اﻟﺠﺪاول‬ ‫ﻗﺎﺋﻤﺔ اﻷﺷﻜﺎل‬ ‫اﻟﻤﻠﺨﺺ ﺑﺎﻟﻠﻐﺔ اﻟﻌﺮﺑﯿﺔ‬ ‫اﻟﻤﻠﺨﺺ ﺑﺎﻟﻠﻐﺔ اﻹﻧﺠﻠﯿﺰﯾﺔ‬ ‫اﻟﻔﺼﻞ اﻷول: اﻹﻃﺎر اﻟﻌﺎم ﻟﻠﺪراﺳﺔ‬

‫1-1 اﻟﻤﻘﺪﻣﺔ‬ ‫1-2 ﻣﺸﻜﻠﺔ اﻟﺪراﺳﺔ وأﺳﺌﻠﺘﮭﺎ‬ ‫1-3 ﻓﺮﺿﯿﺎت اﻟﺪراﺳﺔ‬ ‫1-4 أھﻤﯿﺔ اﻟﺪراﺳﺔ وأھﺪاﻓﮭﺎ‬ ‫1-5 ﻣﺤﺪدات اﻟﺪراﺳﺔ‬ ‫1-6 ﻧﻤﻮذج اﻟﺪراﺳﺔ‬ ‫1-7 اﻟﺘﻌﺮﯾﻔﺎت اﻹﺟﺮاﺋﯿﺔ‬
‫اﻟﻔﺼﻞ اﻟﺜﺎﻧﻲ: اﻹﻃﺎر اﻟﻨﻈﺮي واﻟﺪراﺳﺎت اﻟﺴﺎﺑﻘﺔ‬

‫2-1 اﻟﻤﻘﺪﻣﺔ‬ ‫2-2 إدارة اﻟﺘﺼﻤﯿﻢ‬ ‫2-3 اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫2-4 اﻟﺪراﺳﺎت اﻟﺴﺎﺑﻘﺔ اﻟﻌﺮﺑﯿﺔ واﻷﺟﻨﺒﯿﺔ‬ ‫2-4-1 دراﺳﺎت إدارة اﻟﺘﺼﻤﯿﻢ‬ ‫2-4-1-1 اﻟﺪراﺳﺎت اﻟﻌﺮﺑﯿﺔ‬ ‫2-4-1-2 اﻟﺪراﺳﺎت اﻻﺟﻨﺒﯿﺔ‬ ‫2-4-2 دراﺳﺎت اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫2-4-2-1 اﻟﺪراﺳﺎت اﻟﻌﺮﺑﯿﺔ‬

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‫ﺯ‬
‫17‬ ‫57‬ ‫67‬ ‫77‬ ‫77‬ ‫77‬ ‫87‬ ‫97‬ ‫38‬ ‫48‬ ‫58‬ ‫58‬ ‫001‬ ‫311‬ ‫411‬ ‫411‬ ‫611‬ ‫811‬ ‫811‬ ‫021‬ ‫321‬ ‫421‬ ‫521‬ ‫331‬

‫2-4-2-2 اﻟﺪراﺳﺎت اﻻﺟﻨﺒﯿﺔ‬ ‫2-5 ﻣﺎ ﯾﻤﯿﺰ اﻟﺪراﺳﺔ اﻟﺤﺎﻟﯿﺔ‬
‫اﻟﻔﺼﻞ اﻟﺜﺎﻟﺚ: ﻣﻨﮭﺠﯿﺔ اﻟﺪراﺳﺔ‬

‫3-1 اﻟﻤﻘﺪﻣﺔ‬ ‫3-2 ﻣﻨﮭﺞ اﻟﺪراﺳﺔ‬ ‫3-3 ﻣﺼﺎدر اﻟﺤﺼﻮل ﻋﻠﻰ اﻟﻤﻌﻠﻮﻣﺎت‬ ‫3-4 ﻣﺠﺘﻤﻊ اﻟﺪراﺳﺔ وﻋﯿﻨﺘﮭﺎ‬ ‫3-5 ﻣﺮاﺣﻞ ﺗﻄﻮﯾﺮ أداة اﻟﻘﯿﺎس‬ ‫3-6 اﻷﺳﺎﻟﯿﺐ اﻹﺣﺼﺎﺋﯿﺔ اﻟﻤﺴﺘﺨﺪﻣﺔ‬
‫اﻟﻔﺼﻞ اﻟﺮاﺑﻊ: ﻣﻨﺎﻗﺸﺔ ﻧﺘﺎﺋﺞ اﻟﺘﺤﻠﯿﻞ اﻹﺣﺼﺎﺋﻲ واﺧﺘﺒﺎر اﻟﻔﺮﺿﯿﺎت‬

‫4-1 اﻟﻤﻘﺪﻣﺔ‬ ‫4-2 ﻋﺮض ﺑﯿﺎﻧﺎت اﻟﺪراﺳﺔ‬ ‫4-3 اﺧﺘﺒﺎر ﻓﺮﺿﯿﺎت اﻟﺪراﺳﺔ‬
‫اﻟﻔﺼﻞ اﻟﺨﺎﻣﺲ: اﻻﺳﺘﻨﺘﺎﺟﺎت واﻟﺘﻮﺻﯿﺎت‬

‫5-1 اﻟﻤﻘﺪﻣﺔ‬ ‫5-2 اﻻﺳﺘﻨﺘﺎﺟﺎت‬ ‫5-3 اﻟﺘﻮﺻﯿﺎت‬
‫ﻗﺎﺋﻤﺔ اﻟﻤﺮاﺟﻊ‬ ‫اﻟﻤﺮاﺟﻊ اﻟﻌﺮﺑﯿﺔ‬ ‫اﻟﻤﺮاﺟﻊ اﻷﺟﻨﺒﯿﺔ‬ ‫ﻗﺎﺋﻤﺔ اﻟﻤﻼﺣﻖ‬ ‫)1( ﻗﺎﺋﻤﺔ ﺑﺄﺳﻤﺎء اﻟﻤﺤﻜﻤﯿﻦ‬ ‫)2( أداة اﻟﺪراﺳﺔ ﺑﺼﻮرﺗﮭﺎ اﻟﻨﮭﺎﺋﯿﺔ‬ ‫)3( اﻟﺒﯿﺎﻧﺎت اﻹﺣﺼﺎﺋﯿﺔ‬

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‫ﺡ‬

‫ﻗﺎﺋﻤﺔ اﻟﺠﺪاول‬
‫اﻟﺼﻔﺤﺔ‬
‫92‬ ‫53‬ ‫93‬ ‫64‬ ‫45‬ ‫97‬ ‫28‬ ‫68‬ ‫88‬ ‫98‬ ‫19‬

‫اﻟﻤﻮﺿﻮع‬
‫اﻟﻌﻨﺎﺻﺮ اﻟﺘﻲ ﺗﺘﻌﺎﻣﻞ ﻣﻌﮭﺎ إدارة اﻟﺘﺼﻤﯿﻢ ﻋﻠﻰ اﻟﻤﺴﺘﻮى اﻻﺳﺘﺮاﺗﯿﺠﻲ‬ ‫اﻟﻌﻨﺎﺻﺮ اﻟﺘﻲ ﺗﺘﻌﺎﻣﻞ ﻣﻌﮭﺎ إدارة اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻟﻤﺴﺘﻮى اﻟﺘﻜﺘﯿﻜﻲ‬ ‫اﻟﻌﻨﺎﺻﺮ اﻟﺘﻲ ﺗﺘﻌﺎﻣﻞ ﻣﻌﮭﺎ إدارة اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻟﻤﺴﺘﻮى اﻟﺘﺸﻐﯿﻠﻲ‬ ‫أﻧﻮاع اﻟﻤﺰاﯾﺎ اﻟﺘﻨﺎﻓﺴﯿﺔ وﻓﻘ ً ﻟﻤﺎ أوردھﺎ ﺑﻌﺾ اﻟﺒﺎﺣﺜﯿﻦ‬ ‫ﺎ‬ ‫ﻣﻘﯿﺎس اﻟﺠﻮدة ﻟﺘﻄﻮﯾﺮ اﻟﻤﺸﺎرﯾﻊ‬ ‫أﺳﻤﺎء ﻋﯿﻨﺔ اﻟﺪراﺳﺔ ﻣﻦ ﺷﺮﻛﺎت اﻹﻧﺸﺎء واﻟﺘﻌﻤﯿﺮ اﻟﻌﺎﻣﻠﺔ ﻓﻲ اﻷردن‬ ‫ﻣﻌﺎﻣﻞ ﺛﺒﺎت اﻻﺗﺴﺎق اﻟﺪاﺧﻠﻲ ﻷﺑﻌﺎد اﻻﺳﺘﺒﺎﻧﺔ )ﻛﺮوﻧﺒﺎخ أﻟﻔﺎ(‬ ‫وﺻﻒ أﻓﺮاد ﻋﯿﻨﺔ اﻟﺪراﺳﺔ‬ ‫اﻟﻤﺘﻮﺳﻄﺎت اﻟﺤﺴﺎﺑﯿﺔ واﻻﻧﺤﺮاﻓﺎت اﻟﻤﻌﯿﺎرﯾﺔ وﻣﺴﺘﻮى اﻟﻤﻮاﻓﻘﺔ ﻹﺟﺎﺑﺎت أﻓﺮاد‬ ‫ﻋﯿﻨﺔ اﻟﺪراﺳﺔ ﻋﻦ إدارة اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻟﻤﺴﺘﻮى اﻻﺳﺘﺮاﺗﯿﺠﻲ: أ- اﻟﺮﺳﺎﻟﺔ‬ ‫اﻟﻤﺘﻮﺳﻄﺎت اﻟﺤﺴﺎﺑﯿﺔ واﻻﻧﺤﺮاﻓﺎت اﻟﻤﻌﯿﺎرﯾﺔ وﻣﺴﺘﻮى اﻟﻤﻮاﻓﻘﺔ ﻹﺟﺎﺑﺎت أﻓﺮاد‬ ‫ﻋﯿﻨﺔ اﻟﺪراﺳﺔ ﻋﻦ إدارة اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻟﻤﺴﺘﻮى اﻹﺳﺘﺮاﺗﯿﺠﻲ: ب- اﻟﺴﯿﺎﺳﺎت‬ ‫اﻟﻤﺘﻮﺳﻄﺎت اﻟﺤﺴﺎﺑﯿﺔ واﻻﻧﺤﺮاﻓﺎت اﻟﻤﻌﯿﺎرﯾﺔ وﻣﺴﺘﻮى اﻟﻤﻮاﻓﻘﺔ ﻹﺟﺎﺑﺎت أﻓﺮاد‬ ‫ﻋﯿﻨﺔ اﻟﺪراﺳﺔ ﻋﻦ إدارة اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻟﻤﺴﺘﻮى اﻟﺘﻜﺘﯿﻜﻲ )اﻷﻋﻤﺎل (: أ- أﻧﻈﻤﺔ‬ ‫اﻟﺘﺼﻤﯿﻢ‬ ‫اﻟﻤﺘﻮﺳﻄﺎت اﻟﺤﺴﺎﺑﯿﺔ واﻻﻧﺤﺮاﻓﺎت اﻟﻤﻌﯿﺎرﯾﺔ وﻣﺴﺘﻮى اﻟﻤﻮاﻓﻘﺔ ﻹﺟﺎﺑﺎت أﻓﺮاد‬ ‫ﻋﯿﻨﺔ اﻟﺪراﺳﺔ ﻋﻦ إدارة اﻟﺘﺼﻤﯿﻢ ﻋﻠﻰ اﻟﻤﺴﺘﻮى اﻟﺘﻜﺘﯿﻜﻲ )اﻷﻋﻤﺎل (: ب- ﻋﻤﻠﯿﺎت‬ ‫اﻟﺘﺼﻤﯿﻢ‬ ‫اﻟﻤﺘﻮﺳﻄﺎت اﻟﺤﺴﺎﺑﯿﺔ واﻻﻧﺤﺮاﻓﺎت اﻟﻤﻌﯿﺎرﯾﺔ وﻣﺴﺘﻮى اﻟﻤﻮاﻓﻘﺔ ﻹﺟﺎﺑﺎت أﻓﺮاد‬ ‫ﻋﯿﻨﺔ اﻟﺪراﺳﺔ ﻋﻦ إدارة اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻟﻤﺴﺘﻮى اﻟﺘﺸﻐﯿﻠﻲ )اﻟﻤﺸﺮوع اﻟﻨﮭﺎﺋﻲ(‬ ‫اﻟﻤﺘﻮﺳﻄﺎت اﻟﺤﺴﺎﺑﯿﺔ واﻻﻧﺤﺮاﻓﺎت اﻟﻤﻌﯿﺎرﯾﺔ وﻣﺴﺘﻮى اﻟﻤﻮاﻓﻘﺔ ﻹﺟﺎﺑﺎت أﻓﺮاد‬ ‫ﻋﯿﻨﺔ اﻟﺪراﺳﺔ ﻋﻦ اﻻﺑﺘﻜﺎر و اﻹﺑﺪاع‬ ‫اﻟﻤﺘﻮﺳﻄﺎت اﻟﺤﺴﺎﺑﯿﺔ واﻻﻧﺤﺮاﻓﺎت اﻟﻤﻌﯿﺎرﯾﺔ وﻣﺴﺘﻮى اﻟﻤﻮاﻓﻘﺔ ﻹﺟﺎﺑﺎت أﻓﺮاد‬ ‫ﻋﯿﻨﺔ اﻟﺪراﺳﺔ ﻋﻦ اﻟﺠﻮدة‬ ‫اﻟﻤﺘﻮﺳﻄﺎت اﻟﺤﺴﺎﺑﯿﺔ واﻻﻧﺤﺮاﻓﺎت اﻟﻤﻌﯿﺎرﯾﺔ وﻣﺴﺘﻮى اﻟﻤﻮاﻓﻘﺔ ﻹﺟﺎﺑﺎت أﻓﺮاد‬ ‫ﻋﯿﻨﺔ اﻟﺪراﺳﺔ ﻋﻦ ﺟﻤﺎﻟﯿﺔ اﻟﺘﺼﻤﯿﻢ‬ ‫ﺗﺤﻠﯿﻞ اﻻﻧﺤﺪار اﻟﺒﺴﯿﻂ ﻟﻠﻌﻼﻗﺔ ﺑﯿﻦ اﻟﺮﺳﺎﻟﺔ وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫ﺗﺤﻠﯿﻞ اﻻﻧﺤﺪار اﻟﺒﺴﯿﻂ ﻟﻠﻌﻼﻗﺔ ﺑﯿﻦ اﻟﺴﯿﺎﺳﺎت وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫ﺗﺤﻠﯿﻞ اﻻﻧﺤﺪار اﻟﺒﺴﯿﻂ ﻟﻠﻌﻼﻗﺔ ﺑﯿﻦ أﻧﻈﻤﺔ اﻟﺘﺼﻤﯿﻢ وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ‬

‫اﻟﺮﻗﻢ‬
‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬ ‫9‬ ‫01‬ ‫11‬

‫29‬

‫21‬

‫49‬ ‫69‬ ‫79‬ ‫99‬ ‫101‬ ‫201‬ ‫401‬

‫31‬ ‫41‬ ‫51‬ ‫61‬ ‫71‬ ‫81‬ ‫91‬

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‫ﻁ‬
‫501‬ ‫701‬ ‫801‬

‫ﺗﺤﻠﯿﻞ اﻻﻧﺤﺪار اﻟﺒﺴﯿﻂ ﻟﻠﻌﻼﻗﺔ ﺑﯿﻦ ﻋﻤﻠﯿﺎت اﻟﺘﺼﻤﯿﻢ وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫ﺗﺤﻠﯿﻞ اﻻﻧﺤﺪار اﻟﺒﺴﯿﻂ ﻟﻠﻌﻼﻗﺔ ﺑﯿﻦ اﻟﻤﺸﺮوع اﻟﻨﮭﺎﺋﻲ وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫اﻷھﻤﯿﺔ اﻟﻨﺴﺒﯿﺔ ﻟﻠﻤﺤﺎور اﻟﺨﻤﺴﺔ اﻟﺘﻲ ﺗﻘﻮم ﻋﻠﯿﮭﺎ إدارة اﻟﺘﺼﻤﯿﻢ‬

‫02‬ ‫12‬ ‫22‬

‫011‬

‫اﻷھﻤﯿﺔ اﻟﻨﺴﺒﯿﺔ ﻟﻠﻤﺤﺎور اﻟﺜﻼﺛﺔ اﻟﺘﻲ ﺗﻘﻮم ﻋﻠﯿﮭﺎ اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫ﺗﺤﻠﯿﻞ اﻻﻧﺤﺪار اﻟﻤﺘﻌﺪد ﻟﻠﻌﻼﻗﺔ ﺑﯿﻦ إدارة اﻟﺘﺼﻤﯿﻢ وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ‬

‫32‬

‫111‬

‫42‬

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‫ﻱ‬

‫ﻗﺎﺋﻤﺔ اﻷﺷﻜﺎل‬
‫اﻟﺼﻔﺤﺔ‬
‫9‬ ‫32‬ ‫42‬ ‫13‬ ‫43‬ ‫44‬ ‫05‬ ‫15‬ ‫35‬ ‫65‬ ‫95‬

‫اﻟﻤﻮﺿﻮع‬
‫أﻧﻤﻮذج اﻟﺪراﺳﺔ‬ ‫إدارة اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻟﻤﺴﺘﻮﯾﺎت اﻹدارﯾﺔ‬ ‫ﻣﺴﺆوﻟﯿﺔ وﻣﮭﺎم ﻛﻞ ﻣﺮﺣﻠﺔ‬ ‫ﻋﻤﻠﯿﺎت اﻟﺘﺼﻤﯿﻢ اﻟﻔﻌﺎﻟﺔ‬ ‫اﻟﻤﺮاﺣﻞ اﻟﺮﺋﯿﺴﯿﺔ ﻟﻌﻤﻠﯿﺎت اﻟﺘﺼﻤﯿﻢ اﻟﻤﻌﻤﺎرﯾﺔ‬ ‫دورة ﺣﯿﺎة اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫اﻟﻔــﺮد واﻹﺑﺪاع‬ ‫اﻟﺘﺄﺛﯿﺮات اﻟﺜﻘﺎﻓﯿﺔ واﻹﺟﺘﻤﺎﻋﯿﺔ ﻋﻠﻰ اﻹﺑﺪاع واﻻﺑﺘﻜﺎر‬ ‫اﻷﺑﻌﺎد اﻟﺘﻲ ﺗﺆﺛﺮ ﻓﻲ اﻟﻤﺸﺮوع‬ ‫اﻟﻌﻮاﻣﻞ اﻟﺘﻲ ﺗﺤﻘﻖ اﻟﺠﻤﺎﻟﯿﺔ‬ ‫ﻋﻮاﻣﻞ ﺗﺤﻘﯿﻖ اﻟﻐﺎﯾﺔ ﻣﻦ اﻟﺘﺼﻤﯿﻢ‬

‫اﻟﺮﻗﻢ‬
‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬ ‫9‬ ‫01‬ ‫11‬

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‫ﻙ‬

‫ﻋﻼﻗﺔ إدارة اﻟﺘﺼﻤﯿﻢ ﺑﺘﺤﻘﯿﻖ اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬
‫دراﺳﺔ ﻣﯿﺪاﻧﯿﺔ ﻟﻌﯿﻨﺔ ﻣﻦ ﺷﺮﻛﺎت اﻹﻧﺸﺎء واﻟﺘﻌﻤﯿﺮ اﻟﻌﺎﻣﻠﺔ ﻓﻲ اﻹردن‬
‫إﻋــﺪاد‬ ‫داﻧﮫ ﺧﺎﻟﺪ ﻣﺤﻤﺪﻃﺎھﺮ ﻋﻤﺮو‬ ‫اﻟﻤﺸــﺮف‬ ‫اﻷﺳﺘـﺎذ اﻟﺪﻛﺘـﻮر ﻛﺎﻣﻞ اﻟﻤﻐﺮﺑﻲ‬ ‫اﻟﻤﻠﺨﺺ‬ ‫اﻟﻤﻠﺨﺺ ﺑﺎﻟﻠﻐﺔ اﻟﻌﺮﺑﯿﺔ‬
‫ﻫﺩﻓﺕ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺒﻴﺎﻥ ﻋﻼﻗﺔ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻟـﺸﺭﻜﺎﺕ‬ ‫ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﺍﻷﺭﺩﻥ، ﻭﺍﻟﺘﻌﺭﻑ ﺇﻟﻰ ﻤﻔﻬﻭﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻀﻤﻥ ﻤﺴﺘﻭﻴﺎﺕ‬
‫ﺇﺩﺍﺭﻴﺔ ﺜﻼﺙ: ﻓﺎﻟﺭﺴﺎﻟﺔ ﻭﺍﻟﺴﻴﺎﺴﺎﺕ ﻀﻤﻥ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ، ﻭﺃﻨﻅﻤﺔ ﺍﻟﺘـﺼﻤﻴﻡ ﻭﻋﻤﻠﻴـﺎﺕ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻀﻤﻥ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ )ﺍﻻﻋﻤﺎل(، ﻭﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ ﻀـﻤﻥ ﺍﻟﻤـﺴﺘﻭﻯ ﺍﻟﺘـﺸﻐﻴﻠﻲ.‬ ‫ﻭﺘﻤﺜﻠﺕ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ ﺒﻤﻬﻨﺩﺴﻴﻥ ﻤﻌﻤﺎﺭﻴﻴﻥ ﻋﺎﻤﻠﻴﻥ ﻓﻲ ) 6( ﺸـﺭﻜﺎﺕ ﺃﺭﺩﻨﻴـﺔ ﻜﺒـﺭﻯ ﻟﻼﻨـﺸﺎﺀ‬ ‫ﻭﺍﻟﺘﻌﻤﻴﺭ )ﻓﺌﺔ ﺃﻭﻟﻰ(، ﻭﻗﺩ ﺍﺴﺘﺨﺩﻤﺕ ﺍﻟﺒﺎﺤﺜﺔ ﺍﺴﺘﺒﺎﻨﻪ ﻤﻥ ﺘﺼﻤﻴﻤﻬﺎ ﻟﻘﻴﺎﺱ ﻋﻼﻗـﺔ ﺇﺩﺍﺭﺓ ﺍﻟﺘـﺼﻤﻴﻡ‬ ‫ﺒﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻤﻥ ﺨﻼل ﺘﺄﻜﻴﺩﻫﺎ ﻋﻠﻰ ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻻﺒـﺩﺍﻉ ﻭﺘﺤﻘﻴـﻕ ﺠـﻭﺩﺓ ﻭﺠﻤﺎﻟﻴـﺔ‬

‫ﺍﻟﺘﺼﻤﻴﻡ. ﻭﺘﻭﺼﻠﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﻹﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻼﻗﺔ ﻓﻲ ﺘﺤﻘﻴـﻕ ﺍﻟﻤﻴـﺯﺓ ﺍﻟﺘﻨﺎﻓـﺴﻴﺔ‬ ‫ﻟﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭﺍﻷﺭﺩﻨﻴﺔ، ﻭﻤﻊ ﻫﺫﺍ ﻓﺈﻨﻬﺎ ﺒﺤﺎﺠﻪ ﻟﻤﺯﻴﺩ ﻤﻥ ﺍﻻﻫﺘﻤـﺎﻡ ﻭﺍﻟﺘﻁـﻭﻴﺭ‬ ‫ﺤﺘﻰ ﺘﺭﺘﻘﻲ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻀﻤﻥ ﻫﺫﻩ ﺍﻟﺸﺭﻜﺎﺕ، ﺍﻟﺘﻲ ﻴﻌﺩ ﺍﻟﺘﺼﻤﻴﻡ ﺃﺴﺎﺱ ﻋﻤﻠﻬﺎ ﻭﻤﻔﺘـﺎﺡ‬ ‫ﻨﺠﺎﺤﻬﺎ.‬

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ABSTRACT
Design Management Relationship with Achieving Competitive Advantage
Applied Study in Jordanian construction companies

Prepared by:
Dana Khalid M.T Amro

Supervised by:
Prof. Kamel Mograbi

The purpose of this study is to reveal the relationship between design management and achieving competitive advantage in the construction companies in Jordan, and understanding of design management at three managerial levels: Mission and Policies at the strategic level; design systems and processes at tactical level of (Business Units) and the final project at operational level. The study sample consisted of architectural engineers working in the (6) biggest and most recognized companies in Jordan. The researcher used a questionnaire to measure the relationship between design management and achieving competitive advantage by using innovation, creativity, quality and aesthetics of design, as major factors. The results of this study showed a strong relationship between design management and achieving competitive advantage of construction companies working in Jordan. Design management appeared to be one of the major success factors for these companies.

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‫اﻟـﻔـﺼﻞ اﻷول‬ ‫اﻹﻃﺎر اﻟﻌﺎم ﻟﻠﺪراﺳﺔ‬
‫1-1 اﻟﻤﻘﺪﻣﺔ‬ ‫1-2 ﻣﺸﻜﻠﺔ اﻟﺪراﺳﺔ وأﺳﺌﻠﺘﮭﺎ‬ ‫1-3 ﻓﺮﺿﯿﺎت اﻟﺪراﺳﺔ‬ ‫1-4 أھﺪاف اﻟﺪراﺳﺔ وأھﻤﯿﺘﮭﺎ‬ ‫1-5 ﻣﺤﺪدات اﻟﺪراﺳﺔ‬ ‫1-6 ﻧﻤﻮذج اﻟﺪراﺳﺔ‬ ‫1-7 اﻟﺘﻌﺮﯾﻔﺎت اﻹﺟﺮاﺋﯿﺔ‬

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‫1-1 اﻟﻤﻘﺪﻣﺔ‬
‫ﺃﺼﺒﺢ ﺍﻟﺘﺼﻤﻴﻡ ﻤﻥ ﺍﻟﻤﻭﻀﻭﻋﺎﺕ ﺍﻟﺤﻴﻭﻴﺔ ﻓﻲ ﻋﻠﻡ ﺍﻹﺩﺍﺭﺓ. ﻭﻗﺩ ﺴﺎﻋﺩ ﻓـﻲ ﺫﻟـﻙ ﻤـﺎ‬ ‫ﻼ‬ ‫ﺃﻓﺭﺯﺘﻪ ﺍﻟﻌﻭﻟﻤﺔ ﻤﻥ ﻓﺭﺹ ﻭﻤﺨﺎﻁﺭ، ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺜﻭﺭﺓ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ ﺍﻟﺘﻲ ﺸﻜﻠﺕ ﻋـﺎﻤ ﹰ‬ ‫ﻤﺴﺎﻋﺩﹰ ﻻﻨﺘﺸﺎﺭ ﻭﺘﻭﺴﻊ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺤﻴﺙ ﺃﺘﺎﺤﺕ ﺍﻟﻜﺜﻴﺭ ﻤﻥ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺍﻟﺘﻲ ﺃﺩﺕ ﺇﻟـﻰ‬ ‫ﺍ‬ ‫ﺍﻻﻨﺘﺸﺎﺭ ﺍﻟﻭﺍﺴﻊ ﻭﺍﻟﻔﻬﻡ ﺍﻟﻜﺒﻴﺭ ﻟﻤﻔﻬﻭﻡ ﺤﺎﺠﺎﺕ ﺍﻟﻌﻤﻼﺀ ﻤﻥ ﺨـﻼل ﺍﻟﺘـﺼﻤﻴﻡ، ﻭﺃﺼـﺒﺤﺕ‬ ‫ﻤﻨﻅﻤﺎﺕ ﺍﻷﻋﻤﺎل ﺘﺭﻜﺯ ﺒﺼﻭﺭﺓ ﻜﺒﻴﺭﺓ ﻋﻠﻰ ﺒﻨﺎﺀ ﻫﻴﻜﻠﻴﺔ ﺘﻨﺎﻓﺴﻴﺔ ﻟﻠﺘﺼﻤﻴﻡ ﻀـﻤﻥ ﺒﻴﺌﺘﻬـﺎ‬ ‫ﺍﻟﺩﺍﺨﻠﻴﺔ ﻓﻲ ﻋﺎﻟﻡ ﻤﻨﻅﻤﺎﺕ ﺍﻷﻋﻤﺎل، ﺍﺫ ﻴﻌﺩ ﺴﻼﺤ ﹰ ﺘﻨﺎﻓﺴﻴ ﹰ ﻓﺎﻋ ﹰ ﻓﻲ ﻅل ﺍﻨﺘﺸﺎﺭ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺎ ﻼ‬ ‫ﺎ‬ ‫ﻭﺘﻁﻭﺭ ﻤﻔﻬﻭﻡ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺇﻥ ﻤﻨﻅﻤﺎﺕ ﺍﻷﻋﻤﺎل ﺘﻌﻤل ﺒﺼﻭﺭﺓ ﺩﺍﺌﻤﺔ ﻋﻠﻰ ﺘﺤﻘﻴﻕ ﺃﻫﺩﺍﻓﻬﺎ ﻭﺍﻟﻤﺤﺎﻓﻅﺔ ﻋﻠﻰ ﺒﻘﺎﺌﻬـﺎ‬ ‫ﻭﻨﻤﻭﻫﺎ، ﻭﻫﺫﺍ ﻴﺩﻓﻌﻬﺎ ﺒﺎﺴﺘﻤﺭﺍﺭ ﻨﺤﻭ ﺘﻁﻭﻴﺭ ﻭﺘﻌﺩﻴل ﺍﺴﺘﺭﺍﺘﺠﻴﺎﺘﻬﺎ ﺒﻤﺎ ﻴﺘﻼﺀﻡ ﻤﻊ ﺍﻟﻤﺴﺘﺠﺩﺍﺕ‬ ‫ﺍﻟﺤﺩﻴﺜﺔ. ﻭﺘﺴﻌﻰ ﺇﺩﺍﺭﺓ ﺍﻟﻤﻨﻅﻤﺔ ﺇﻟﻰ ﺘﻁﺒﻴﻕ ﻤﻔﻬﻭﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ )ﺘﺨﻁﻴﻁ، ﺘﻨﻅﻴﻡ، ﺭﻗﺎﺒـﺔ،‬ ‫ﺘﻐﺫﻴﺔ ﺭﺍﺠﻌﺔ(، ﻜﻤﺎ ﺘﺴﻌﻰ ﺇﻟﻰ ﺍﻻﺴﺘﻔﺎﺩﺓ ﻤﻥ ﺍﻟﻤﻌﺎﺭﻑ ﻭﺍﻟﻌﻠﻭﻡ ﺍﻟﺘﻲ ﻴـﺴﺘﺤﺩﺜﻬﺎ ﻭﻴﻁﻭﺭﻫـﺎ‬ ‫ﺍﻟﻌﻠﻤﺎﺀ ﻭﺩﻭﺍﺌﺭ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺎﺴﺘﻤﺭﺍﺭ ﺴﻭﺍﺀ ﺨﺎﺭﺝ ﺍﻟﻤﺅﺴﺴﺎﺕ ﺃﻡ ﺩﺍﺨﻠﻬﺎ، ﻭﻫﺫﻩ ﺍﻟﺠﻬﻭﺩ ﺘﺅﺩﻱ‬ ‫ﺇﻟﻰ ﺘﺤﻘﻴﻕ ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ ﻋﺎﻟﻴﺔ، ﻭﺇﻟﻰ ﺘﺤﻘﻴﻕ ﺍﻟﺘﻘﺩﻡ ﻭﺍﻟﺘﻁﻭﺭ ﺍﻟﻤﺴﺘﻤﺭ.‬ ‫ﻭﻴﻘﺼﺩ ﺒﺎﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺴﻴﺎﻕ ﻋﺎﻟﻡ ﻤﻨﻅﻤﺎﺕ ﺍﻷﻋﻤﺎل ﺒﺄﻨﻪ ﻤﺯﻴﺞ ﻤﻥ ﺍﻟﻌﻠﻡ ﻭﺍﻟﻔﻥ، ﻭﻫـﻭ‬ ‫ﻋﺒﺎﺭﺓ ﻋﻥ ﻤﻬﻨﺔ ﺘﻌﺒﺭ ﻋﻥ ﻋﺩﺓ ﺃﻨﺸﻁﺔ ﻭﻫﻲ ﻟﺤل ﻟﻠﻤﺸﻜﻼﺕ، ﻭﺇﺒﺩﺍﻋﻴﺔ، ﻭﻨﻅﺎﻤﻴﺔ، ﻭﺘﻨﺴﻴﻘﻴﺔ.‬ ‫ﻭﻨﻅﺭﹰ ﻷﻫﻤﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﻋﺎﻟﻡ ﻤﻨﻅﻤﺎﺕ ﺍﻷﻋﻤﺎل، ﺒﺭﺯﺕ ﺃﻫﻤﻴﺔ ﺇﺩﺍﺭﺘﻪ، ﺇﺫ ﺘﺘﻤﺜـل‬ ‫ﺍ‬ ‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﺘﻁﺒﻴﻘﻴﺔ ﻟﺘﻭﺠﻴﻪ ﺍﻟﺘﺼﻤﻴﻡ، ﻭﺘﺤﻘﻴﻕ ﻨﻤﻭﻩ ﻓﻲ ﺍﻟـﺸﺭﻜﺔ. ﻭﻫـﻭ‬ ‫ﻤﺩﺨل ﻹﻀﺎﻓﺔ ﺃﻭ ﺇﻨﺸﺎﺀ ﻤﻴﺯﺓ ﻤﻥ ﺨﻼل ﺩﻋﻤﻬﺎ ﻟﻺﺒﺩﺍﻉ ﻭﺍﻻﺒﺘﻜﺎﺭ ﻭﺘﺄﻜﻴﺩﻫﺎ ﻋﻠـﻰ ﺠـﻭﺩﺓ‬

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‫3‬ ‫ﻭﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ، ﻤﻥ ﺃﺠل ﺇﻴﺠﺎﺩ ﺃﻓﻜﺎﺭ ﻭﺘﺼﻤﻴﻤﺎﺕ ﺃﻓﻀل ﻤﻤﺎ ﻫﻲ ﻋﻠﻴـﻪ ﻟﻠﻤـﺸﺎﺭﻴﻊ ﺃﻭ‬ ‫ﺍﻟﻤﻨﺘﺠﺎﺕ.‬ ‫ﻭﻻ ﺘﻘﺘﺼﺭ ﺘﻁﺒﻴﻘﺎﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻜﻤﻔﻬﻭﻡ ﻋﻠﻰ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴـﺭ، ﺒـل‬ ‫ﺘﻨﺴﺤﺏ ﻋﻠﻰ ﻤﺨﺘﻠﻑ ﺍﻟﺸﺭﻜﺎﺕ ﺍﻟﺘﻲ ﺘﻌﻤل ﺒﺎﻟﺘﺼﻤﻴﻡ ﻭﻴﻌﺩ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﺃﺤﺩ ﺍﻟﻘﻁﺎﻋﺎﺕ‬ ‫ﺍﻟﻬﺎﻤﺔ ﻓﻴﻬﺎ.‬ ‫ﻭﺴﻴﺘﻡ ﺍﻟﺘﺭﻜﻴﺯ ﻓﻲ ﻫﺫﺍ ﺍﻟﺒﺤﺙ ﻋﻠﻰ ﺨﺼﺎﺌﺹ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻴﺎﺕ ﺍﻹﺩﺍﺭﻴﺔ‬ ‫ﺍﻟﺜﻼﺜﺔ ﻓﻲ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ.‬ ‫ﻭﻨﻅﺭﹰ ﻻﺘﺴﺎﻉ ﻗﻁﺎﻉ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﻓﻲ ﺍﻷﺭﺩﻥ ﺨﻼل ﺍﻟﻌﻘﺩﻴﻥ ﺍﻟﻤﺎﻀﻴﻴﻥ ، ﺍﺫ ﺒﻠـﻎ‬ ‫ﺍ‬ ‫ﻋﺩﺩ ﺍﻟﺸﺭﻜﺎﺕ ﻓﻲ ﺍﻷﺭﺩﻥ )54( ﺸﺭﻜﺔ، ﻤﻨﻬﺎ )41( ﺸﺭﻜﺔ ﻜﺒﺭﻯ )ﻓﺌﺔ ﺃﻭﻟﻰ(،)ﻨﻘﺎﺒﺔ ﻤﻘﺎﻭﻟﻲ‬ ‫ﺍﻹﻨﺸﺎﺀﺍﺕ ﺍﻷﺭﺩﻨﻴﻴﻥ،7002(، ﻓﻘﺩ ﺃﺼﺒﺢ ﻤﻭﻀﻭﻉ ﺍﻟﺘﺼﻤﻴﻡ ﺭﺃﺴﻤﺎل ﻟﻠﺸﺭﻜﺎﺕ ﻭﺇﺩﺍﺭﺓ ﻫـﺫﺍ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻴﻨﻁﻭﻱ ﻋﻠﻰ ﺃﻫﻤﻴﺔ ﻜﺒﻴﺭﺓ ﻟﺘﺤﻘﻴﻕ ﺃﻋﻠﻰ ﻤﺴﺘﻭﻯ ﻤﻤﻜﻥ ﻤﻥ ﺍﻟﻤﻴـﺯﺓ ﻟﺘﻤﻜﻨﻬـﺎ ﻤـﻥ‬ ‫ﻤﻨﺎﻓﺴﺔ ﺍﻟﺸﺭﻜﺎﺕ ﺍﻷﺨﺭﻯ ﺩﺍﺨل ﻭﺨﺎﺭﺝ ﺍﻷﺭﺩﻥ.‬ ‫ﺘﺄﺘﻲ ﻫﺫﻩ ﺍﻟﺭﺴﺎﻟﺔ ﻟﻠﻭﻗﻭﻑ ﻋﻠﻰ ﻁﺒﻴﻌﺔ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘـﺼﻤﻴﻡ ﻓـﻲ ﺸـﺭﻜﺎﺕ‬ ‫ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﻭﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻟﻬﺎ.‬

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‫1-2 ﻣﺸﻜﻠﺔ اﻟﺪراﺳﺔ وأﺳﺌﻠﺘﮭﺎ‬
‫ﻤﻥ ﺨﻼل ﺍﻟﺯﻴﺎﺭﺍﺕ ﺍﻟﻤﻴﺩﺍﻨﻴﺔ، ﻭﺠﻭﻻﺕ ﺍﻻﺴﺘﻘﺼﺎﺀ ﻭﺍﻻﺴﺘﻜﺸﺎﻑ ﺍﻟﺘﻲ ﻗﺎﻤـﺕ ﺒﻬـﺎ‬ ‫ﺍﻟﺒﺎﺤﺜﺔ ﻟﻌﺩﺩ ﻤﻥ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ، ﻭﻤﺘﺎﺒﻌﺔ ﺍﻟﻤﺸﺎﺭﻴﻊ ﺍﻟﺘﻲ ﻗﺎﻤﺕ ﺒﻬﺎ، ﻭﺤﻴﺙ ﺃﻥ‬ ‫ﻫﺫﻩ ﺍﻟﺸﺭﻜﺎﺕ ﻗﺩ ﺃﻭﻟﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻫﺘﻤﺎﻤ ﹰ ﻜﺒﻴﺭﹰ، ﻨﻅﺭﹰ ﻟﻤﺎ ﻴﻤﺜﻠﻪ ﻤﻥ ﺃﻫﻤﻴﺔ ﻗﺼﻭﻯ ﻟﺘﺤﻘﻴﻕ‬ ‫ﺍ‬ ‫ﺍ‬ ‫ﺎ‬ ‫ﻤﻴﺯﺓ ﻋﺎﻟﻴﺔ ﻟﻠﺸﺭﻜﺔ، ﻤﻥ ﺤﻴﺙ ﺍﻟﺘﺄﻜﻴﺩ ﻋﻠﻰ ﺍﻹﺒﺩﺍﻉ ﻭﺍﻻﺒﺘﻜﺎﺭ ﻭﺠﻭﺩﺓ ﻭﺠﻤﺎﻟﻴﺔ ﺍﻟﺘـﺼﻤﻴﻡ،‬ ‫ﻓﻘﺩ ﻭﺠﺩﺕ ﺍﻟﺒﺎﺤﺜﺔ ﺘﻔﺎﻭﺘ ﹰ ﻜﺒﻴﺭﹰ ﻓﻲ ﻓﻬﻡ ﺃﻫﻤﻴﺔ ﻋﻼﻗﺔ ﺇﺩﺍﺭﺓ ﺍﻟﺘـﺼﻤﻴﻡ ﺒﺘﺤﻘﻴـﻕ ﺍﻟﻤﻴـﺯﺓ‬ ‫ﺍ‬ ‫ﺎ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻟﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ.‬

‫ﻭﻋﻠﻴﻪ، ﻴﻤﻜﻥ ﺼﻴﺎﻏﺔ ﻤﺸﻜﻠﺔ ﺍﻟﺩﺭﺍﺴﺔ ﺒﺎﻷﺴﺌﻠﺔ ﺍﻵﺘﻴﺔ :‬ ‫1. ﻫل ﻫﻨﺎﻙ ﻋﻼﻗﺔ ﺒﻴﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ ﻭﺘﺤﻘﻴﻕ ﺍﻟـﺸﺭﻜﺔ‬ ‫ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ؟‬ ‫2. ﻫل ﻫﻨﺎﻙ ﻋﻼﻗﺔ ﺒﻴﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ )ﺍﻷﻋﻤـﺎل( ﻭﺘﺤﻘﻴـﻕ‬ ‫ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ؟‬ ‫3. ﻫل ﻫﻨﺎﻙ ﻋﻼﻗﺔ ﺒﻴﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﺸﻐﻴﻠﻲ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ؟‬

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‫1-3 ﻓﺮﺿﯿﺎت اﻟﺪراﺳﺔ‬
‫ﻓﻲ ﻀﻭﺀ ﻤﺸﻜﻠﺔ ﺍﻟﺩﺭﺍﺴﺔ ﻭﺃﺴﺌﻠﺘﻬﺎ ﺘﻡ ﺼﻴﺎﻏﺔ ﺍﻟﻔﺭﻀﻴﺎﺕ ﺍﻟﺭﺌﻴﺴﺔ ﺍﻟﺘﺎﻟﻴﺔ؛ ﺍﻟﺘﻲ‬ ‫ﺴﻴﺠﺭﻯ ﺍﺨﺘﺒﺎﺭﻫﺎ، ﻭﺍﺴﺘﺨﻼﺹ ﺍﻟﻨﺘﺎﺌﺞ ﻭﺍﻟﺘﻭﺼﻴﺎﺕ :‬

‫اﻟﻔﺮﺿﯿﺔ اﻟﺮﺋﯿﺴﺔ اﻷوﻟﻰ‬
‫1-0‪ :H‬ﻻ ﺗﻮﺟﺪ ﻋﻼﻗﺔ ذات دﻻﻟ ﺔ إﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ إدارة اﻟﺘ ﺼﻤﯿﻢ ﻓ ﻲ اﻟﻤ ﺴﺘﻮى اﻻﺳ ﺘﺮاﺗﯿﺠﻲ‬ ‫وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟ ﺔ ﻣﻌﻨﻮﯾ ﺔ )50.0( ﻓﺄﻗ ﻞ. ﻭﻴﺘﻔﺭﻉ ﻋﻨﻬـﺎ‬ ‫ﺍﻟﻔﺭﻀﻴﺎﺕ ﺍﻟﻔﺭﻋﻴﺔ ﺍﻟﺘﺎﻟﻴﺔ:‬ ‫اﻟﻔﺮﺿﯿﺔ اﻟﻔﺮﻋﯿﺔ اﻷوﻟﻰ :‬ ‫1-1-0‪ :H‬ﻻ ﺗﻮﺟ ﺪ ﻋﻼﻗ ﺔ ذات دﻻﻟ ﺔ إﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ ﻣﻔﮭ ﻮم اﻟﺮﺳ ﺎﻟﺔ وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬ ‫اﻟﻔﺮﺿﯿﺔ اﻟﻔﺮﻋﯿﺔ اﻟﺜﺎﻧﯿﺔ :‬ ‫2-1-0‪ :H‬ﻻ ﺗﻮﺟ ﺪ ﻋﻼﻗ ﺔ ذات دﻻﻟ ﺔ إﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ ﻃﺒﯿﻌ ﺔ اﻟ ﺴﯿﺎﺳﺎت وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬

‫اﻟﻔﺮﺿﯿﺔ اﻟﺮﺋﯿﺴﺔ اﻟﺜﺎﻧﯿﺔ‬
‫2-0‪ :H‬ﻻ ﺗﻮﺟ ﺪ ﻋﻼﻗ ﺔ ذات دﻻﻟ ﺔ اﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ إدارة اﻟﺘ ﺼﻤﯿﻢ ﻓ ﻲ اﻟﻤ ﺴﺘﻮى اﻟﺘﻜﺘﯿﻜ ﻲ‬ ‫)اﻷﻋﻤ ﺎل( وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة اﻟﺘﻨﺎﻓ ﺴﯿﺔ ﻋﻨ ﺪ ﻣ ﺴﺘﻮى دﻻﻟ ﺔ ﻣﻌﻨﻮﯾ ﺔ )50.0( ﻓﺄﻗ ﻞ.‬ ‫ﻭﻴﺘﻔﺭﻉ ﺍﻟﻔﺭﻀﻴﺎﺕ ﺍﻟﻔﺭﻋﻴﺔ ﺍﻟﺘﺎﻟﻴﺔ:‬

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‫6‬ ‫اﻟﻔﺮﺿﯿﺔ اﻟﻔﺮﻋﯿﺔ اﻷوﻟﻰ :‬ ‫1-2-0‪ :H‬ﻻ ﺗﻮﺟ ﺪ ﻋﻼﻗ ﺔ ذات دﻻﻟ ﺔ إﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ أﻧﻈﻤ ﺔ اﻟﺘ ﺼﻤﯿﻢ وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬ ‫اﻟﻔﺮﺿﯿﺔ اﻟﻔﺮﻋﯿﺔ اﻟﺜﺎﻧﯿﺔ :‬ ‫2-2-0‪ :H‬ﻻ ﺗﻮﺟﺪ ﻋﻼﻗ ﺔ ذات دﻻﻟ ﺔ إﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ ﻋﻤﻠﯿ ﺎت اﻟﺘ ﺼﻤﯿﻢ وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬

‫اﻟﻔﺮﺿﯿﺔ اﻟﺮﺋﯿﺴﺔ اﻟﺜﺎﻟﺜﺔ‬
‫3-0‪ :H‬ﻻ ﺗﻮﺟ ﺪ ﻋﻼﻗ ﺔ ذات دﻻﻟ ﺔ اﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ إدارة اﻟﺘ ﺼﻤﯿﻢ ﻓ ﻲ اﻟﻤ ﺴﺘﻮى اﻟﺘ ﺸﻐﯿﻠﻲ‬ ‫وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣ ﺴﺘﻮى دﻻﻟ ﺔ ﻣﻌﻨﻮﯾ ﺔ )50.0( ﻓﺄﻗ ﻞ. ﻭﻴﺘﻔﺭﻉ ﻤﻨﻬـﺎ‬ ‫ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺘﺎﻟﻴﺔ:‬ ‫1-3-0‪ :H‬ﻻ ﺗﻮﺟﺪ ﻋﻼﻗﺔ ذات دﻻﻟ ﺔ إﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ اﻟﻤ ﺸﺮوع اﻟﻨﮭ ﺎﺋﻲ وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬

‫1-4 أھﻤﯿﺔ اﻟﺪراﺳﺔ وأھﺪاﻓﮭﺎ‬
‫ﺘﻌﺩ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻤﻬﻤﺔ ﻟﻔﻬﻡ ﺍﻟﺩﻭﺭ ﺍﻟﺤﻴﻭﻱ ﺍﻟﺫﻱ ﺘﻠﻌﺒﻪ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺸﺭﻜﺎﺕ‬ ‫ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﺍﻟﺘﻲ ﻴﺸ ﹼل ﺍﻟﺘﺼﻤﻴﻡ ﺃﺴﺎﺱ ﻋﻤﻠﻬﺎ ﻭﻤﻔﺘﺎﺤﻬﺎ. ﻭﺘﺄﺘﻲ ﺃﻫﻤﻴﺔ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﻜ‬ ‫ﻨﻅﺭﹰ ﻟﻘﻭﺓ ﺍﻟﻤﻨﺎﻓﺴﺔ، ﺍﻟﻨﺎﺘﺠﺔ ﻋﻥ ﻨﻤﻭ ﻫﺫﺍ ﺍﻟﻘﻁﺎﻉ، ﻭﻨﺘﻴﺠﺔ ﻟﻼﻨﻔﺘﺎﺡ ﺍﻟﻌﺎﻟﻤﻲ، ﺤﻴﺙ ﺇﻨﻪ ﻻﺒﺩ‬ ‫ﺍ‬ ‫ﻤﻥ ﺇﺒﻼﺀ ﺩﻭﺭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﻌﻨﺎﻴﺔ ﻭﺍﻻﻫﺘﻤﺎﻡ ﻟﻠﺘﻤﻴﺯ ﻀﻤﻥ ﺍﻟﻤﺴﺘﻭﻴﺎﺕ ﺍﻹﺩﺍﺭﻴﺔ ﻓﻲ‬ ‫ﺍﻟﺸﺭﻜﺔ، ﻭﺫﻟﻙ ﻟﺘﺤﺴﻴﻥ ﻗﺩﺭﺘﻬﺎ ﻋﻠﻰ ﺍﻟﻤﻨﺎﻓﺴﺔ، ﻭﺘﻤﻴﺯﻫﺎ ﻓﻲ ﺍﻟﺴﻭﻕ.‬

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‫7‬ ‫ﻭﺘﺒﺭﺯ ﺃﻫﻤﻴﺔ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻤﻥ ﺘﻨﺎﻤﻲ ﺩﻭﺭ ﺍﻟﻤﺼﻤﻡ ﻓﻲ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻹﺩﺍﺭﻴﺔ، ﻭﻤﺴﺎﻫﻤﺘﻪ‬ ‫ﻓﻲ ﺍﺘﺨﺎﺫ ﺍﻟﻘﺭﺍﺭﺍﺕ ﻀﻤﻥ ﺍﻟﻤﺴﺘﻭﻴﺎﺕ ﺍﻹﺩﺍﺭﻴﺔ ﺍﻟﺜﻼﺜﺔ، ﺤﻴـﺙ ﺇﻥ ﺩﻭﺭ ﺍﻟﻤـﺼﻤﻡ ﻭﺯﻴـﺎﺩﺓ‬ ‫ﻓﻌﺎﻟﻴﺘﻪ ﻓﻲ ﺍﻹﺩﺍﺭﺓ، ﻴﺯﻴﺩ ﻤﻥ ﺍﻟﻘﺩﺭﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻟﻠﺸﺭﻜﺔ، ﺒﺤﻴﺙ ﻴﻌﻤل ﻋﻠـﻰ ﺘﺄﻜﻴـﺩ ﺍﻹﺒـﺩﺍﻉ‬ ‫ﻭﺍﻻﺒﺘﻜﺎﺭ، ﻭﺍﻟﺤﺭﺹ ﻋﻠﻰ ﺠﻭﺩﺓ ﻭﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻟﻠﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ. ﻭﺘﺄﺘﻲ ﺃﻫﻤﻴـﺔ ﻫـﺫﻩ‬ ‫ﺍﻟﺩﺭﺍﺴﺔ ﻤﻥ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻘﺼﻭﻯ ﺍﻟﺘﻲ ﺘﻭﻟﻴﻬﺎ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﻟﻠﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ ﻤﻴﺯﺓ‬ ‫ﺘﻨﺎﻓﺴﻴﺔ ﻋﺎﻟﻴﺔ ﺒﻴﻥ ﻤﺜﻴﻼﺘﻬﺎ ﻓﻲ ﻫﺫﺍ ﺍﻟﻘﻁﺎﻉ، ﻓﺎﻟﺘﺼﻤﻴﻡ ﻴﻠﻌﺏ ﺩﻭﺭﹰ ﺭﺌﻴﺴ ﹰ ﻓﻲ ﺇﻗﺒﺎل ﺍﻟﻌﻤـﻼﺀ‬ ‫ﺎ‬ ‫ﺍ‬ ‫ﻨﺤﻭ ﻫﺫﻩ ﺍﻟﺸﺭﻜﺎﺕ ﻨﺘﻴﺠﺔ ﻹﺒﺩﺍﻉ ﻭﺍﺒﺘﻜﺎﺭ ﻭﺠﻭﺩﺓ ﻭﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﺎﻤﻴﻡ ﻟﻠﻤﺸﺎﺭﻴﻊ ﺍﻟﺘﻲ ﺘﻘﻭﻡ ﺒﻬﺎ‬ ‫ﻫﺫﻩ ﺍﻟﺸﺭﻜﺎﺕ.‬ ‫ﻭﺘﻌﺘﺒﺭ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻤﻥ ﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻟﺭﺍﺌﺩﺓ ﺤﺴﺏ ﻋﻠﻡ ﺍﻟﺒﺎﺤﺜﺔ، ﺍﻟﺘﻲ ﺘﺒﺤﺙ ﻓﻲ ﻋﻼﻗﺔ‬ ‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻟﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﺍﻷﺭﺩﻥ، ﻭﻤﺎ‬ ‫ﺘﺤﻘﻘﻪ ﻤﻥ ﺇﺒﺩﺍﻉ ﻭﺍﺒﺘﻜﺎﺭ ﻭﺠﻭﺩﺓ ﻭﺠﻤﺎﻟﻴﺔ ﻓﻲ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﻭﻋﻠﻴﻪ، ﺘﺘﻤﺜل ﺃﻫﺩﺍﻑ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻓﻲ :‬ ‫1. ﻓﺘﺢ ﺍﻟﻤﺠﺎل ﺃﻤﺎﻡ ﺍﻟﻤﻌﻨﻴﻴﻥ ﻭﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ، ﻟﺘﻁﺒﻴﻕ ﻤﻔﺎﻫﻴﻡ ﺇﺩﺍﺭﺓ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺘﺤﻘﻴﻕ ﻗﺩﺭﺘﻬﺎ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ.‬ ‫2. ﺒﻴﺎﻥ ﻋﻼﻗﺔ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺘﺤﻘﻴﻕ ﺍﻹﺒﺩﺍﻉ ﻭﺍﻻﺒﺘﻜﺎﺭ ﻓﻲ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫3. ﺒﻴﺎﻥ ﻋﻼﻗﺔ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺘﺤﻘﻴﻕ ﺠﻭﺩﺓ ﻭﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫4. ﻤﻥ ﺍﻟﻤﺅﻤل ﺃﻥ ﺘﺨﺭﺝ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺒﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻟﺘﻭﺼﻴﺎﺕ ﺍﻟﻬﺎﺩﻓﺔ ﺇﻟﻰ ﺘﻭﻀﻴﺢ ﺃﻫﻤﻴﺔ‬ ‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﻤﺘﻐﻴﺭﺍﺘﻬﺎ ﺍﻟﻤﺤﺩﺩﺓ ﻓﻲ ﺘﺤﺴﻴﻥ ﺍﻟﻤﻴـﺯﺓ ﺍﻟﺘﻨﺎﻓـﺴﻴﺔ ﻟـﺸﺭﻜﺎﺕ ﺍﻹﻨـﺸﺎﺀ‬ ‫ﻭﺍﻟﺘﻌﻤﻴﺭ.‬

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‫8‬

‫1-5 ﻣﺤﺪدات اﻟﺪراﺳﺔ‬
‫ﺘﻨﺤﺼﺭ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻓﻲ ﺍﻟﻤﺤﺩﺩﺍﺕ ﺍﻵﺘﻴﺔ :‬ ‫1. ﻟﻜل ﺩﺭﺍﺴﺔ ﺴﻭﺍﺀ ﻜﺎﻨﺕ ﻋﻤﻠﻴﺔ ﺃﻭ ﻨﻅﺭﻴﺔ ﺤﺩﻭﺩ ﻤﻜﺎﻨﻴﺔ ﻭﺯﻤﺎﻨﻴﺔ، ﻓﻀﻼ ﻋـﻥ ﺍﻟﺤـﺩﻭﺩ‬ ‫ﺍﻟﺒﺸﺭﻴﺔ )ﻤﺠﺘﻤﻊ ﺍﻟﺩﺭﺍﺴﺔ(، ﺤﻴﺙ ﺃﻥ ﺍﻟﺤﺩﻭﺩ ﺍﻟﻤﻜﺎﻨﻴﺔ ﻟﻬﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺘﻤﺜﻠﺕ ﺒﺸﺭﻜﺎﺕ ﻋﻴﻨﺔ‬ ‫ﺍﻟﺩﺭﺍﺴﺔ ﺤﻴﺙ ﺘﻡ ﺘﻁﺒﻴﻕ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﺍﻷﺭﺩﻨﻴﺔ ﻓﻘﻁ، ﻭﺒﺎﻟﺘﺎﻟﻲ‬ ‫ﻓﺈﻥ ﺘﻌﻤﻴﻡ ﺍﻟﻨﺘﺎﺌﺞ ﺴﻴﻘﺘﺼﺭ ﻋﻠﻰ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴـﺭ ﺍﻷﺭﺩﻨﻴـﺔ، ﺍﻤـﺎ ﺍﻟﺤـﺩﻭﺩ‬ ‫ﺍﻟﺯﻤﺎﻨﻴﺔ ﻓﺘﻤﺜﻠﺕ ﺒﺎﻟﻔﺘﺭﺓ ﺍﻟﺯﻤﻨﻴﺔ ﺍﻟﺘﻲ ﺘﻡ ﺩﺭﺍﺴﺘﻬﺎ ﻭﺠﻤﻊ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﻋﻨﻬـﺎ ﻭﺍﻟﻤﺘﻌﻠﻘـﺔ‬ ‫ﺒﺎﻟﺸﺭﻜﺎﺕ ﻗﻴﺩ ﺍﻟﺩﺭﺍﺴﺔ، ﻓﻴﻤﺎ ﺘﻤﺜﻠﺕ ﺍﻟﺤﺩﻭﺩ ﺍﻟﺒﺸﺭﻴﺔ ﺒﺎﻟﻤﻬﻨﺩﺴـﻴﻥ ﺍﻟﻤﻌﻤـﺎﺭﻴﻴﻥ ﻋﻴﻨـﺔ‬ ‫ﺍﻟﺩﺭﺍﺴﺔ، ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺫﻟﻙ ﺍﻟﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺘﻲ ﺘﺘﻀﻤﻨﻬﺎ ﺍﻟﺩﺭﺍﺴـﺔ ﻭﺍﻟﻤﻘﺎﺴـﺔ ﺒـﺎﻟﻁﺭﻕ‬ ‫ﺍﻹﺤﺼﺎﺌﻴﺔ ﺍﻟﻭﺍﺭﺩﺓ ﻓﻲ ﺃﺴﻠﻭﺏ ﺍﻟﺩﺭﺍﺴﺔ.‬ ‫2. ﻋﺩﻡ ﻭﺠﻭﺩ ﻤﺭﺍﺠﻊ ﻭﺩﺭﺍﺴﺎﺕ ﺴﺎﺒﻘﺔ ﺒﺎﻟﻠﻐﺔ ﺍﻟﻌﺭﺒﻴﺔ، ﺤﺴﺏ ﻋﻠـﻡ ﺍﻟﺒﺎﺤﺜـﺔ، ﻋـﻥ ﺇﺩﺍﺭﺓ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫3. ﻋﺩﻡ ﺘﻭﻓﺭ ﺍﻟﻤﺭﺍﺠﻊ ﺍﻷﺠﻨﺒﻴﺔ ﻋﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻷﺭﺩﻥ.‬ ‫4. ﺘﻨﺤﺼﺭ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻓﻲ ﻤﺠﺎل ﺍﻟﻬﻨﺩﺴﺔ ﺍﻟﻤﻌﻤﺎﺭﻴﺔ )ﺍﻟﻤﻬﻨﺩﺴﻴﻥ ﺍﻟﻤﻌﻤـﺎﺭﻴﻴﻥ(، ﻜﺄﺤـﺩ‬ ‫ﻓﺭﻭﻉ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫5. ﺘﻨﺤﺼﺭ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻓﻲ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﺍﻷﺭﺩﻨﻴﺔ ﻓﻘﻁ، ﻟﻜـﻭﻥ ﺍﻟـﺸﺭﻜﺎﺕ‬ ‫ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﺍﻷﺭﺩﻥ }ﺇﻋﻤﺎﺭ)ﺇﻤﺎﺭﺍﺘﻴﺔ(، ﻭﺴﺭﺍﻴﺎ)ﺴﻌﻭﺩﻴﺔ(، ﻭﺴﻌﻭﺩﻱ ﺃﻭﺠﻴﻪ)ﺴﻌﻭﺩﻴﺔ({، ﻻ‬ ‫ﻴﻭﺠﺩ ﻟﺩﻴﻬﺎ ﻤﻬﻨﺩﺴﻭﻥ ﻤﻌﻤﺎﺭﻴﻭﻥ ﻤﺼﻤﻤﻭﻥ ﻀﻤﻥ ﻓﺭﻭﻋﻬﻡ ﻓﻲ ﺍﻷﺭﺩﻥ ﺒل ﻓﻲ ﺍﻟـﺸﺭﻜﺔ‬

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‫9‬ ‫ﺍﻷﻡ ﻓﻘﻁ، ﻭﺸﺭﻜﺔ ﺘﻌﻤﻴﺭ)ﺒﺤﺭﻴﻨﻴﺔ( ﻟﻡ ﺘﺘﻌﺎﻭﻥ ﻓﻲ ﺘﻭﺯﻴﻊ ﺍﻻﺴﺘﺒﺎﻨﺎﺕ ﺤﻔﺎﻅ ﹰ ﻋﻠﻰ ﺴـﺭﻴﺔ‬ ‫ﺎ‬ ‫ﻋﻤﻠﻬﺎ، ﻜﻭﻨﻬﺎ ﻜﺎﻨﺕ ﻤﻥ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ.‬

‫1-6 ﻧﻤﻮذج اﻟﺪراﺳﺔ‬

‫اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬
‫ﻓﻲ‬ ‫• اﻻﺑﺘﻜﺎر واﻹﺑﺪاع‬ ‫• اﻟﺠﻮدة‬ ‫• ﺟﻤﺎﻟﯿﺔ اﻟﺘﺼﻤﯿﻢ‬ ‫ﻲ‬ ‫ﻲ‬

‫إدارة اﻟﺘﺼﻤﯿﻢ‬
‫اﻟﺘﺼﻤﯿﻢ‬ ‫إدارة‬ ‫اﻟﻤﺴﺘﻮى اﻹﺳﺘﺮاﺗﯿﺠﻲ:‬
‫• ﻣﻔﮭﻮم اﻟﺮﺳﺎﻟﺔ‬ ‫• ﻃﺒﯿﻌﺔ اﻟﺴﯿﺎﺳﺎت‬

‫إدارة اﻟﺘ ﺼﻤﯿﻢ ﻓ‬ ‫اﻟﻤ ﺴﺘﻮى اﻟﺘﻜﺘﯿﻜ‬ ‫)اﻷﻋﻤﺎل(:‬
‫• أﻧﻈﻤﺔ اﻟﺘﺼﻤﯿﻢ‬ ‫• ﻋﻤﻠﯿﺎت اﻟﺘﺼﻤﯿﻢ‬

‫ﻲ‬

‫إدارة اﻟﺘ ﺼﻤﯿﻢ ﻓ‬ ‫اﻟﻤﺴﺘﻮى اﻟﺘﺸﻐﯿﻠﻲ:‬ ‫• اﻟﻤﺸﺮوع اﻟﻨﮭﺎﺋﻲ‬
‫اﻟﻤﺼﺪر:)71:6002,‪(Best‬‬

‫ﺸﻜل )1(‬
‫ﺃﻨﻤﻭﺫﺝ ﺍﻟﺩﺭﺍﺴﺔ‬

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‫01‬

‫1-7 اﻟﺘﻌﺮﯾﻔﺎت اﻹﺟﺮاﺋﯿﺔ‬
‫• إدارة اﻟﺘ ﺼﻤﯿﻢ )‪ :(Design Management‬ﺇﻟﻰ ﺃﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻜﻤﻬﻨﺔ، ﺒﺄﻨﻬﺎ ﺘﺴﻌﻰ‬ ‫ﺠﺎﻫﺩﺓ ﻟﺒﺩﺀ ﻭﺘﺼﻤﻴﻡ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺘﺘﻌﺎﻤل ﻤﻊ ﻤﺠﺎﻟﺱ ﺍﻹﺩﺍﺭﺓ ﻓﻲ ﺍﺘﺨﺎﺫ ﺍﻟﻘـﺭﺍﺭﺍﺕ‬ ‫ﻭﻤﺘﺎﺒﻌﺔ ﺘﻨﻔﻴﺫﻫﺎ ﻭﺘﻁﺒﻴﻘﻬﺎ ، ﻜﻤﺎ ﺘﺴﻌﻰ ﻟﺨﻠﻕ ﺍﻟﻔﻬﻡ ﻭﺍﻟﻭﻋﻲ ﺒﺎﻟﺘﺼﻤﻴﻡ ﺒﻴﻥ ﺍﻟﻤﻭﻅﻔﻴﻥ‬ ‫ﻋﻠﻰ ﺠﻤﻴﻊ ﺍﻟﻤﺴﺘﻭﻴﺎﺕ، ﺤﺘﻰ ﺃﺼﻐﺭ ﺍﻟﻘﺭﺍﺭﺍﺕ ﺍﻷﺴﺎﺴﻴﺔ ﻫﻲ ﻤـﻥ ﻤﺤـﺎﻭﺭ ﺇﺩﺍﺭﺓ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻭﻤﻬﺎﻤﻬﺎ ﻓﻲ ﺠﻤﻴﻊ ﺍﻷﻤﺎﻜﻥ ﻓﻲ ﺍﻟﻤﻨﻅﻤﺔ ﻤﻥ ﺨﻼل ﻫﻴﻜﻠﻬﺎ، ﻭﺍﻟﻤﻨﺘﺠـﺎﺕ،‬ ‫ـﻭﺩﺓ‬ ‫ـﺩﻤﺎﺕ ﻭﺠـ‬ ‫ـﻼﺀ ﻭﺍﻟﺨـ‬ ‫ـﺎﺫ ـﺭﺍﺭﺍﺕ ـﺸﺄﻥ ﺍﻟﻌﻤـ‬ ‫ﺒـ‬ ‫ـﻭﻅﻔﻴﻥ، ﻭﺍﺘﺨـ ﺍﻟﻘـ‬ ‫ﻭﺍﻟﻤـ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ.)41:8991,‪(Dahlin‬‬

‫• اﻟﺮﺳﺎﻟﺔ )‪ :(Mission‬ﻫﻲ ﺍﻟﻐﺭﺽ ﺍﻭ ﺴﺒﺏ ﻭﺠﻭﺩ ﺍﻟﻤﻨﻅﻤﺔ ﻓﻲ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﻲ ﺘﻭﺠﺩ ﻓﻴﻬﺎ‬ ‫ﻭﻫﻲ ﺩﺴﺘﻭﺭ ﻭﻤﺭﺸﺩ ﻟﻜﺎﻓﺔ ﺍﻟﻘﺭﺍﺭﺍﺕ ﻭﺍﻟﺠﻬﻭﺩ ﻟﻔﺘﺭﺓ ﺯﻤﻨﻴﺔ ﻁﻭﻴﻠﺔ.‬
‫)6:2002,‪)(Wheelen‬ﻭﺘﻘﺎﺱ ﺒﺎﻻﺴﺌﻠﺔ ﻓﻲ ﺍﻟﻤﺤﻭﺭ ﺍﻷﻭل ﻀﻤﻥ ﺍﻻﺴﺘﺒﺎﻨﺔ(.‬

‫• اﻟﺴﯿﺎﺳﺎت )‪ :(Policies‬ﻫﻲ ﺨﻁﻭﻁ ﻋﺭﻴﻀﺔ ﻴﺴﺘﺭﺸﺩ ﺒﻬﺎ ﺍﻟﻌﺎﻤﻠﻭﻥ ﻓﻲ ﺍﺘﺨﺎﺫ‬ ‫ﺍﻟﻘﺭﺍﺭﺍﺕ ﺍﻟﺠﻭﻫﺭﻴﺔ ﺫﺍﺕ ﺍﻟﻤﺩﻯ ﺍﻟﺯﻤﻨﻲ ﺍﻟﺒﻌﻴﺩ ﻓﻲ ﻤﺨﺘﻠﻑ ﺃﻗﺴﺎﻡ ﺍﻟﺸﺭﻜﺔ ﻭﻫﻲ‬
‫ﺍﻟﻤﺒﺎﺩﺉ ﻭﺍﻟﻤﻔﺎﻫﻴﻡ ﺍﻟﺘﻲ ﺘﻀﻌﻬﺎ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ ﻟﻜﺎﻓﺔ ﺍﻟﻤﺴﺘﻭﻴﺎﺕ ﺍﻹﺩﺍﺭﻴﺔ.‬ ‫)8:2002,‪) (Wheelen‬ﻭﺘﻘﺎﺱ ﺒﺎﻻﺴﺌﻠﺔ ﻓﻲ ﺍﻟﻤﺤﻭﺭ ﺍﻟﺜﺎﻨﻲ ﻀﻤﻥ ﺍﻻﺴﺘﺒﺎﻨﺔ(.‬

‫• أﻧﻈﻤﺔ اﻟﺘﺼﻤﯿﻢ )‪ :(Design Systems‬ﻭﻫﻲ ﺍﻟﻌﻤﻠﻴﺎﺕ ﻭﺍﻟﺘﺸﻐﻴل ﻭﺍﻹﺠﺭﺍﺀﺍﺕ ﺍﻟﺘﻲ ﺘﺒﻴﻥ‬ ‫ﻜﻴﻔﻴﺔ ﺇﺘﻤﺎﻡ ﺍﻟﻌﻤل ﺩﺍﺨل ﺍﻟﻤﻨﻅﻤﺔ ﻟﻤﺨﺘﻠﻑ ﺍﻷﻨﺸﻁﺔ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ )ﻨﻅﻡ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ/ﺍﻟﻤﻭﺍﺯﻨﺎﺕ/ﺍﻹﻨﺘﺎﺝ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ/ﺭﻗﺎﺒﺔ ﺍﻟﺠﻭﺩﺓ/ﻤﺘﺎﻨﺔ ﺍﻷﺩﺍﺀ/ﺘﻘﻴﻴﻡ ﺍﻟﻌﻤل(‬
‫.)ﺍﻟﺴﺎﻟﻡ،422:4002( )ﻭﺘﻘﺎﺱ ﺒﺎﻻﺴﺌﻠﺔ ﻓﻲ ﺍﻟﻤﺤﻭﺭ ﺍﻟﺜﺎﻟﺙ ﻀﻤﻥ ﺍﻻﺴﺘﺒﺎﻨﺔ(.‬

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‫11‬ ‫• ﻋﻤﻠﯿﺎت اﻟﺘﺼﻤﯿﻢ )‪ :(Design Processes‬ﻭﻫﻲ ﺍﻟﺨﻁﻭﺍﺕ ﺍﻟﺘﻲ ﻴﺠﺏ ﻤﻤﺎﺭﺴﺘﻬﺎ ﻤﻥ‬
‫ﺍﻟﻤﻨﻅﻤﺔ ﻹﻨﺠﺎﺯ ﺍﻟﺒﺭﺍﻤﺞ ﺍﻟﻤﺨﺘﻠﻔﺔ.)ﺍﻟﺴﺎﻟﻡ،4002: 822( )ﻭﺘﻘﺎﺱ‬

‫ﻗﺒل ﺠﻤﻴﻊ ﺃﻨﺸﻁﺔ‬

‫ﺒﺎﻻﺴﺌﻠﺔ ﻓﻲ ﺍﻟﻤﺤﻭﺭ ﺍﻟﺭﺍﺒﻊ ﻀﻤﻥ ﺍﻻﺴﺘﺒﺎﻨﺔ(.‬

‫• اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ )‪ :(Competitive Advantage‬ﻫﻲ ﻗﺩﺭﺓ ﺍﻟﻤﻨﻅﻤﺔ ﻋﻠﻰ ﺘﻘﺩﻴﻡ ﻗﻴﻤﺔ‬ ‫ﻤﺘﻔﻭﻗﺔ ﻟﻠﻌﻤﻼﺀ، ﻭﺍﻟﺘﻲ ﺘﻌﻁﻲ ﺍﻟﻤﻨﻅﻤﺔ ﺘﻔﻭﻗﹰ ﻨﻭﻋﻴ ﹰ ﻭﺃﻓﻀﻠﻴﺔ ﻋﻠﻰ ﺍﻟﻤﻨﺎﻓﺴﻴﻥ ﻭﺒﺎﻟﺘﺎﻟﻲ‬ ‫ﺎ‬ ‫ﺎ‬
‫ﺘﺘﻴﺢ ﻟﻬﺎ ﺘﺤﻘﻴﻕ ﻨﺘﺎﺌﺞ ﺃﺩﺍﺀ ﻋﺎﻟﻴﺔ. )ﺍﻟﻐﺎﻟﺒﻲ،7002: 903(‬

‫• اﻹﺑﺪاع )‪ :(Creativity‬ﻫﻭ ﺘﺠﺴﻴﺩ ﻟﻘﺩﺭﺓ ﺍﻟﻔﺭﺩ ﻋﻠﻰ ﺍﺴﺘﺨﺩﺍﻡ ﻁﺭﻕ ﻏﻴﺭ ﺘﻘﻠﻴﺩﻴﺔ ﻓﻲ‬
‫ﺘﺤﻘﻴﻕ ﺇﻨﺠﺎﺯ )ﻓﻜﺭﺓ/ﻤﻨﺘﺞ(، ﺘﺘﻭﺍﻓﺭ ﻓﻴﻪ ﺴﻤﺎﺕ ﺍﻷﺼﺎﻟﺔ ﻭﺍﻹﺒﺩﺍﻉ.)ﺍﻟﺴﺭﺤﺎﻥ،5002:‬ ‫21( )ﻭﺘﻘﺎﺱ ﺒﺎﻷﺴﺌﻠﺔ ﻓﻲ ﺍﻟﻤﺤﻭﺭ ﺍﻟﺴﺎﺩﺱ ﻀﻤﻥ ﺍﻻﺴﺘﺒﺎﻨﺔ(.‬

‫• اﻻﺑﺘﻜﺎر )‪ :(Innovation‬ﺇﻥ ﺍﻻﺒﺘﻜﺎﺭ ﻨﺸﺎﻁ ﺨﺎﺹ ﻏﻴﺭ ﻤﺴﺒﻭﻕ ﻴﻘﻭﻡ ﺒﻪ ﺍﻹﻨﺴﺎﻥ ﺘﺤﺕ‬ ‫ﻭﻁﺄﺓ ﺍﻟﺩﺍﻓﻌﻴﺔ ﺍﻟﻤﻭﺠﻭﺩﺓ ﻟﺩﻴﻪ، ﻭﻴﺘﻁﻠﺏ ﺫﻟﻙ ﺨﻠﻕ ﺒﻴﺌﺔ ﻋﻤل ﺘﻨﻤﻲ ﺍﻟﺩﺍﻓﻌﻴﺔ ﻨﺤﻭ‬ ‫ﺍﻟﺘﻐﻴﻴﺭ، ﻭﺘﺤﻔﺯ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻋﻠﻰ ﺍﻟﻤﺒﺎﺩﺭﺓ ﻭﺍﻟﺘﺄﻤل ﻭﺍﻹﻨﺠﺎﺯ ﺍﻟﺠﺩﻴﺩ.)ﺤﺎﺘﻭﻍ،6002: 42(‬
‫)ﻭﺘﻘﺎﺱ ﺒﺎﻻﺴﺌﻠﺔ ﻓﻲ ﺍﻟﻤﺤﻭﺭ ﺍﻟﺴﺎﺩﺱ ﻀﻤﻥ ﺍﻻﺴﺘﺒﺎﻨﺔ(.‬

‫• اﻟﺠﻤﺎﻟﯿﺔ )‪ :(Aesthetics‬ﻫﻲ ﺍﻟﻤﻌﺎﻴﻴﺭ ﺍﻟﺫﻭﻗﻴﺔ ﻟﻸﻓﺭﺍﺩ ﺤﻭل ﺍﻟﻤﺒﺎﻨﻲ ﺃﻭ ﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﺍﻟﻤﺘﻤﺜﻠﺔ ﺒﺎﻟﻤﻅﻬﺭ ﺍﻟﺨﺎﺭﺠﻲ ﺃﻭ ﺍﻟﻤﺫﺍﻕ ﺃﻭ ﺍﻟﺭﺍﺌﺤﺔ ﺃﻭ ﺍﻟﺼﻭﺕ ﺃﻭ ﺍﻹﺤﺴﺎﺱ. ﻭﻫﻲ‬
‫ﺘﺸﻜل ﺍﻷﺴﺎﺱ ﻓﻲ ﺠﺫﺏ ﺍﻟﻌﻤﻴل ﻨﺤﻭ ﺍﻟﻤﻨﺘﺞ.)ﻋﻠﻭﺍﻥ،5002: 43( )ﻭﺘﻘﺎﺱ ﺒﺎﻷﺴﺌﻠﺔ ﻓﻲ‬ ‫ﺍﻟﻤﺤﻭﺭ ﺍﻟﺜﺎﻤﻥ ﻀﻤﻥ ﺍﻻﺴﺘﺒﺎﻨﺔ(.‬

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‫اﻟﻔﺼﻞ اﻟﺜﺎﻧﻲ‬ ‫اﻹﻃﺎر اﻟﻨﻈﺮي واﻟﺪراﺳﺎت اﻟﺴﺎﺑﻘﺔ‬
‫2-1 اﻟﻤﻘﺪﻣﺔ‬ ‫2-2 إدارة اﻟﺘﺼﻤﯿﻢ‬
‫2-2-1 ﻣﻘﺪﻣﺔ‬ ‫2-2-2 اﻟﺘﻄﻮر اﻟﺘﺎرﯾﺨﻲ ﻹدارة اﻟﺘﺼﻤﯿﻢ‬ ‫2-2-3 ﺗﺄﻃﯿﺮ ﻧﻈﺮي ﻹدارة اﻟﺘﺼﻤﯿﻢ‬

‫2-3 اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬
‫2-3-1 ﻣﻘﺪﻣﺔ‬ ‫2-3-2 أﻧﻮاع اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫2-3-3 اﻻﺑﺘﻜﺎر واﻹﺑﺪاع‬ ‫2-3-4 اﻟﺠﻮدة‬

‫2-3-5 ﺟﻤﺎﻟﯿﺔ اﻟﺘﺼﻤﯿﻢ‬

‫2-4 اﻟﺪراﺳﺎت اﻟﺴﺎﺑﻘﺔ‬
‫2-4-1 اﻟﺪراﺳﺎت اﻟﻌﺮﺑﯿﺔ‬ ‫2-4-2 اﻟﺪراﺳﺎت اﻷﺟﻨﺒﯿﺔ‬

‫2-5 ﻣﺎ ﯾﻤﯿﺰ اﻟﺪراﺳﺔ اﻟﺤﺎﻟﯿﺔ‬

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‫2-1 اﻟﻤﻘﺪﻣﺔ‬
‫ﻟﻜﻲ ﻨﺠﻌل ﻤﺼﻁﻠﺢ ﺍﻟﺘﺼﻤﻴﻡ )‪ (Design‬ﻤﻔﻬﻭﻤ ﹰ ﻟﻐﻴﺭ ﺍﻟﻤﺼﻤﻤﻴﻥ، ﻫﻨﺎﻙ ﻋـﺩﺩ ﻤـﻥ‬ ‫ﺎ‬ ‫ﺍﻟﻤﻭﺍﻀﻴﻊ ﻭﺍﻷﺴﺌﻠﺔ ﺍﻟﻤﺘﺭﺍﺒﻁﺔ ﺍﻟﺘﻲ ﻴﺠﺏ ﺃﻥ ﺘﺅﺨﺫ ﺒﻌﻴﻥ ﺍﻻﻋﺘﺒﺎﺭ. ﺃﻭ ﹰ: ﻴﺠﺏ ﺃﻥ ﻨـﺼﻑ‬ ‫ﻻ‬ ‫ﻁﺒﻴﻌﺔ ﻤﻬﻨﺔ ﺍﻟﺘﺼﻤﻴﻡ، ﻭﺜﺎﻨﻴ ﹰ: ﺍﻟﻤﺠﺎﻻﺕ ﺍﻟﻤﺘﻌﺩﺩﺓ ﻭﺍﻟﻤﺘﻨﻭﻋﺔ ﺍﻟﺘﻲ ‪‬ﻤﺎﺭﺱ ﺒﻬـﺎ ﺍﻟﺘـﺼﻤﻴﻡ،‬ ‫ﻴ‬ ‫ﺎ‬ ‫ﻭﺜﺎﻟﺜ ﹰ: ﺍﻟﻁﺭﻕ ﺍﻟﺘﻲ ﻴﻭﻅﻔﻬﺎ ﺍﻟﻤﺼﻤﻤﻭﻥ ﺨﻼل ﺘﻁﺒﻴﻕ ﺃﻋﻤﺎﻟﻬﻡ. ﺒﻌﺩ ﺫﻟﻙ، ﻴﻤﻜﻨﻨﺎ ﺘﻘﻴﻴﻡ ﺃﻫﻤﻴﺔ‬ ‫ﺎ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﺒﺎﻟﻨﺴﺒﻪ ﻟﻠﻌﻠﻭﻡ ﺍﻹﺩﺍﺭﻴﺔ، ﻭﺍﻜﺘﺸﺎﻑ ﻤﺎ ﻴﻤﻜﻨﻨﺎ ﺃﻥ ﻨﺘﻌﹼﻤﻪ ﻤـﻥ ﺍﻟﻌﻤﻠﻴـﺔ ﺍﻹﺒﺩﺍﻋﻴـﺔ.‬ ‫ﻠ‬ ‫ﻭﺃﺨﻴﺭﹰ، ﻨﺤﻥ ﺒﺤﺎﺠﺔ ﺇﻟﻰ ﺘﻘﻴﻴﻡ ﺃﺜﺭ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻷﺩﺍﺀ ﺍﻟﺘﻨﻅﻴﻤﻲ، ﺤﺘﻰ ﻴﺴﺘﻁﻴﻊ ﺍﻹﺩﺍﺭﻴـﻭﻥ‬ ‫ﺍ‬
‫ﺍﻻﺴﺘﻔﺎﺩﺓ ﻤﻥ ﺍﻟﺘﺼﻤﻴﻡ.)2:3002,‪(Borja De Mozota‬‬

‫ﻣﻔﮭﻮم اﻟﺘﺼﻤﯿﻢ‬ ‫ﻤﻥ ﺍﻟﻤﻤﻜﻥ ﺃﻥ ﻴﺴﺘﺨﺩﻡ ﻤﺼﻁﻠﺢ ﺍﻟﺘﺼﻤﻴﻡ ﻜﺎﺴﻡ ﺃﻭ ﻓﻌل، ﻭﻫﻭ ﻓﻲ ﺍﻟﻌـﺎﺩﺓ ﻤـﺭﺘﺒﻁ‬ ‫ﺒﺎﻟﻔﻨﻭﻥ ﺍﻟﺘﻁﺒﻴﻘﻴﺔ ﻭﺍﻟﻬﻨﺩﺴﻴﺔ. ﻓﺎﻟﺘﺼﻤﻴﻡ، )ﻜﻔﻌل( ﻴﻌﻭﺩ ﺇﻟﻰ ﻋﻤﻠﻴﺔ ﺇﻨﺸﺎﺀ ﻭﺘﻁـﻭﻴﺭ ﻤﺨﻁـﻁ‬ ‫ﻟﻤﻨﺘﺞ ﻤﻌﻴﻥ، ﺃﻭ ﻫﻴﻜل ﺃﻭ ﻨﻅﺎﻡ ﺃﻭ ﻋﻨﺼﺭ ﺫﻱ ﻫﺩﻑ ﻤﻌﻴﻥ. )ﻭﻜﺎﺴﻡ(، ﻓﺈﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻴﺴﺘﻌﻤل‬ ‫ﺇﻤﺎ ﻟﻠﺨﻁﺔ ﺍﻟﻨﻬﺎﺌﻴﺔ )ﻜﺎﻗﺘﺭﺍﺡ، ﻭﺭﺴﻭﻤﺎﺕ، ﻭﻨﻤﺎﺫﺝ ﺃﻭ ﻤﻭﺍﺼﻔﺎﺕ( ﺃﻭ ﻴﺴﺘﻌﻤل ﻟﻨﺘﺎﺌﺞ ﺘﺄﺩﻴـﺔ‬ ‫ﺘﻠــﻙ ﺍﻟﺨﻁــﺔ ﻓــﻲ ﺍﻟــﺸﻜل ﺍﻟﻨﻬــﺎﺌﻲ ﻟﻠﻤﻨــﺘﺞ ﺃﻭ ﺍﻟﻤــﺸﺭﻭﻉ ﻓــﻲ ﻋﻤﻠﻴــﺔ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ.)‪(www.wikipedia.org/wiki/design‬‬ ‫ﻭﻫﻨﺎﻙ ﺘﻌﺭﻴﻔﺎﺕ ﻋﺩﻴﺩﺓ ﻟﻠﺘﺼﻤﻴﻡ، ﻭﺃﻜﺜﺭﻫﺎ ﺍﻨﺘﺸﺎﺭﹰ، ﻫﻭ ﺃﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻋﺒـﺎﺭﺓ ﻋـﻥ‬ ‫ﺍ‬ ‫ﻨﺸﺎﻁ ﻴﻤﻨﺢ ﺸﻜ ﹰ ﺃﻭ ﻨﻅﺎﻤ ﹰ ﻟﻜل ﺃﺸﻜﺎل ﻭﺠﻭﺍﻨﺏ ﺍﻟﺤﻴﺎﺓ، ﻓﻜﻠﻤﺔ "‪ "Design‬ﺘﻨﺤﺩﺭ ﻤﻥ ﺍﻟﻜﻠﻤـﺔ‬ ‫ﺎ‬ ‫ﻼ‬ ‫ﺍﻻﺘﻴﻨﻴﺔ "‪ "Designare‬ﻭﺘﻌﻨﻲ: ﺍﻟﻬﺩﻑ ﻭﺍﻟﺭﺴﻡ. ﻭﺘﺘﺭﺠﻡ ﻜﺫﻟﻙ ﺇﻟﻰ: ﺭﺴﻡ، ﻨﻤـﻭﺫﺝ، ﺩﺍﻓـﻊ،‬

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‫41‬ ‫ﺨﻁﺔ، ﺩﻴﻜﻭﺭ، ﺘﻜﻭﻴﻥ ﺒﺼﺭﻱ ﺃﻭ ﺃﺴﻠﻭﺏ. ﺃﻤﺎ ﻓﻲ ﻤﻌﻨﻰ ﺍﻟﻬﺩﻑ: ﻓﺈﻨﻬﺎ ﺘﻌﻨﻲ ﺇﻨﺠﺎﺯ ﺍﻟﺨﻁـﺔ‬ ‫ﻋﻥ ﻁﺭﻴﻕ ﻭﺴﺎﺌل ﺍﻟﺭﺴﻡ ﺃﻭ ﺍﻟﻨﻤﻁ ﺃﻭ ﺍﻟﺘﻜﻭﻴﻥ ﺍﻟﺒﺼﺭﻱ.‬ ‫ﻭﺒﻬﺫﺍ ﺇﺫﺍ ﺃﺭﺩﻨﺎ ﺘﺤﻠﻴل ﻜﻠﻤﺔ ﺘﺼﻤﻴﻡ ﻓﺈﻨﻬﺎ ﺘﺅﺩﻱ ﺇﻟﻰ ﺍﻟﻤﻌﺎﺩﻟﺔ ﺍﻟﺘﺎﻟﻴﺔ:‬ ‫ﺍﻟﺘﺼﻤﻴﻡ = ﺍﻟﻬﺩﻑ + ﺍﻟﺭﺴﻡ‬ ‫ﻫﺫﻩ ﺍﻟﻤﻌﺎﺩﻟﺔ ﺘﻭﻀﺢ ﺍﻟﻨﻘﻁﺔ ﺍﻟﺘﻲ ﻴﻔﺘﺭﻀﻬﺎ ﺍﻟﺘﺼﻤﻴﻡ ﻤﻥ ﺍﻟﺨﻁﺔ ﻭﺍﻟﻬﺩﻑ ﻭﺍﻟﺭﺴﻡ، ﻭﻻﺴﻴﻤﺎ‬ ‫ﻓﻲ ﺍﻟﻤﺭﺍﺤل ﺍﻹﺒﺩﺍﻋﻴﺔ ﻭﺍﻟﺘﺤﻠﻴﻠﻴﺔ، ﻟﻴﻤﺜل ﻨﻤﻭﺫﺠ ﹰ ﻟﻔﻜﺭﺓ ﻤﺎ. )2:3002,‪.(Borja De Mozota‬‬ ‫ﺎ‬
‫ﺃﻤﺎ ﺍﻟﻤﻌﻬﺩ ﺍﻟﻌﺎﻟﻤﻲ ﺍﻻﺠﺘﻤﺎﻋﻲ ﻟﻠﺘﺼﻤﻴﻡ ﺍﻟﺼﻨﺎﻋﻲ ) ‪International Council Societies‬‬

‫)‪ - of Industrial Design‬ﻤﻨﻅﻤﺔ ﺘﻀﻡ ﺇﺘﺤﺎﺩ ﺍﻟﻤﺼﻤﻤﻴﻥ ﻤﻥ ﺠﻤﻴﻊ ﺃﻨﺤﺎﺀ ﺍﻟﻌﺎﻟﻡ- ﻓﻴﻌـ ‪‬ﻑ‬ ‫ﺭ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ: )ﻜﻬﺩﻑ(: ﻋﻠﻰ ﺃﻨﻪ ﻓﺎﻋﻠﻴﺔ ﺃﻭ ﻨﺸﺎﻁ ﻫﺩﻓﻪ ﺇﻨﺸﺎﺀ ﺠﻭﺩﺓ ﻤﺘﻌﺩﺩﺓ ﺍﻟﻨﻭﺍﺤﻲ ﻟﻸﻫﺩﺍﻑ،‬ ‫ﻭﺍﻟﻌﻤﻠﻴﺎﺕ، ﻭﺍﻟﺨﺩﻤﺎﺕ، ﻭﺃﻨﻅﻤﺘﻬﺎ ﻓﻲ ﺠﻤﻴﻊ ﻤﺭﺍﺤل ﺤﻴﺎﺘﻬﺎ. ﻭﻟﺫﻟﻙ ﻴﻌﺩ ﺍﻟﺘﺼﻤﻴﻡ ﻋﺎﻤ ﹰ ﻓـﻲ‬ ‫ﻼ‬ ‫ﺍﻻﺒﺘﻜﺎﺭ ﻀﻤﻥ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ، ﻭﻋﺎﻤ ﹰ ﻤﺼﻴﺭﻴ ﹰ ﻓﻲ ﺍﻟﺘﺒﺎﺩل ﺍﻟﺜﻘﺎﻓﻲ ﻭﺍﻻﻗﺘﺼﺎﺩﻱ. )ﻭﻜ ‪‬ﻬﻤـﺔ(:‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻼ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻴﻬﺩﻑ ﺇﻟﻰ ﺍﻜﺘﺸﺎﻑ ﻭﺘﻘﻴﻴﻡ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻬﻴﻜﻠﻴﺔ ﻭﺍﻟﺘﻨﻅﻴﻤﻴﺔ ، ﻭﺍﻟﻭﻅﻴﻔﻴﺔ، ﻭﺍﻻﻗﺘﺼﺎﺩﻴﺔ‬ ‫ﻟﻠﻤﻨﻅﻤﺔ ﺫﺍﺕ ﺍﻟﻤﻬﺎﻡ ﺍﻵﺘﻴﺔ:‬ ‫1- ﺘﻌﺯﻴﺯ ﺍﻟﺩﻋﻡ ﺍﻟﻌﺎﻟﻤﻲ ﻭﺍﻟﻭﻗﺎﻴﺔ ﺍﻟﺒﻴﺌﻴﺔ.)ﺍﻷﺨﻼﻕ ﺍﻟﻌﺎﻟﻤﻴﺔ( )‪.(Global Ethics‬‬
‫2- ﻤﻨﺢ ﺍﻟﻔﺎﺌﺩﺓ ﻭﺍﻟﺤﺭﻴﺔ ﻟﺠﻤﻴﻊ ﺍﻟﺒﺸﺭ ﻜﺎﻓـﺔ. )ﺍﻷﺨـﻼﻕ ﺍﻻﺠﺘﻤﺎﻋﻴـﺔ( ) ‪Social‬‬ ‫‪.(Ethics‬‬

‫3- ﺩﻋﻡ ﺍﻟﺜﻘﺎﻓﺎﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻭﺍﻟﻤﺘﻨﻭﻋﺔ ﺒﺎﻟﺭﻏﻡ ﻤﻥ ﺍﻟﻌﻭﻟﻤﺔ.‬

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‫4- ﻤﻨﺢ ﺍﻟﻤﻨﺘﺠﺎﺕ، ﻭﺍﻟﺨﺩﻤﺎﺕ، ﻭﺍﻷﻨﻅﻤﺔ، ﺃﺸﻜﺎ ﹰ ﺫﺍﺕ ﺠﻤﺎﻟﻴﺔ ﻤﻨﺎﺴﺒﺔ.) ‪Borja De‬‬ ‫ﻻ‬

‫3:3002,‪(Mozota‬‬ ‫ﺇﺫﹰ ﺍﻟﺘﺼﻤﻴﻡ ﻫﻭ ﻓﺎﻋﻠﻴﺔ ﺍﻟﻤﻬﺎﺭﺍﺕ ﺫﺍﺕ ﺍﻷﻁﻴﺎﻑ ﻭﺍﻷﺒﻌﺎﺩ ﺍﻟﻭﺍﺴﻌﺔ ﻓﻲ ﺍﻟﻤﻨﺘﺠﺎﺕ،‬ ‫ﺍ‬ ‫ﻭﺍﻟﺨﺩﻤﺎﺕ، ﻭﺍﻟﺭﺴﻭﻤﺎﺕ ﻭﺍﻟﺩﻴﻜﻭﺭﺍﺕ ﺍﻟﺩﺍﺨﻠﻴﺔ، ﻜﻤﺎ ﺃﻥ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﻤﻌﻤﺎﺭﻱ ﻟﻪ ﻨﺼﻴﺏ ﻤﻥ‬ ‫ﻫﺫﻩ ﺍﻟﻤﻬﺎﺭﺍﺕ. ﻭﺍﻟﻔﺎﺌﺩﺓ ﻤﻥ ﻫﺫﻩ ﺍﻟﺘﻌﺎﺭﻴﻑ ﻫﻭ ﺘﺠﻨﺏ ﺍﻟﻭﻗﻭﻉ ﻓﻲ ﺨﻁﺄ ﺭﺅﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻤﻥ‬ ‫ﻤﻨﻅﻭﺭ ﺍﻟﻨﺘﺎﺌﺞ )‪ (Outputs‬ﺍﻟﻤﺘﻤﺜﻠﺔ ﻤﻥ ﺍﻟﺸﻜل ﺍﻟﺨﺎﺭﺠﻲ ﺃﻭ ﺍﻟﺠﻤﺎﻟﻲ ﻓﻘﻁ، ﺒل ﻴﺅﻜﺩ ﻨﻅﺭﻴﺔ‬
‫ﺍﻹﺒﺩﺍﻉ ﻭﺍﻻﻨﺴﺠﺎﻡ ﻭ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺼﻨﺎﻋﻴﺔ ﻭﺍﻟﺸﻜل ﺍﻟﺨﺎﺭﺠﻲ ﻤﻌ ﹰ.)4:3002,‪(Borja De Mozota‬‬ ‫ﺎ‬

‫دور اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻹدارة‬ ‫ﺇﻥ ﺘﺄﺜﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ ﻴﻌﺘﻤﺩ ﻋﻠﻰ ﺘﻤﻴﺯ ﻤﻨﺯﻟﺔ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻜﺈﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺘﻌﺘﺒـﺭ ﻗﺎﺌـﺩﺓ‬ ‫ﻟﻠﻤﻨﻅﻤﺔ، ﻭﻴﺅﻤﻥ ﻤﺩﻴﺭﻭ ﺍﻟﺘﺼﻤﻴﻡ ﺃﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻴﻀﻴﻑ ﺍﻟﻜﺜﻴﺭ ﻤﻥ ﻗﻴﻤﺔ ﺍﻟﺸﺭﻜﺔ، ﻋﻨﺩ ﻭﻀـﻊ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺴﻴﺎﻕ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ. ﻭﺍﻻﺜﻨﺎﻥ ) ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻹﺴـﺘﺭﺍﺘﻴﺠﻴﺔ( ﻤﺘـﺼﻼﻥ ﺒﻘـﻭﺓ،‬ ‫ﻓﺎﻟﺘﺼﻤﻴﻡ ﻟﻴﺱ ﻋﻤﻠﻴﺔ ﻤﻌﺯﻭﻟﺔ ﻋﻥ ﺍﻷﻋﻤﺎل. ﻭﻴﺠﺏ ﺃﻻ ﺘﻘﻭﻡ ﺍﻟﻤﻨﻅﻤـﺎﺕ ﺒﻘﻴـﺎﺩﺓ ﺍﻟﺘـﺼﻤﻴﻡ‬ ‫ﻓﺤﺴﺏ، ﺒل ﻋﻠﻴﻬﺎ ﺃﻥ ﺘﺄﺨﺫ ﺍﻟﺘﺼﻤﻴﻡ ﺒﻌﻴﻥ ﺍﻻﻋﺘﺒﺎﺭ ﻋﻨﺩ ﺘﺨﻁـﻴﻁ ﺇﺴـﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻷﻋﻤـﺎل.‬
‫)73:0002,‪(Jaziasse‬‬

‫اﻟﺘﺼﻤﯿﻢ ﻛﻌﻤﻠﯿﺔ إدارﯾﺔ‬ ‫ﺇﻥ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻫﻲ ﻋﻤﻠﻴﺔ ﺇﻨﺸﺎﺀ ﻫﻭﻴﺔ ﻟﻠﺸﺭﻜﺔ، ﻭﻟﺯﺒﺎﺌﻨﻬﺎ ﻭﻟﻠﻤﺴﺘﺜﻤﺭﻴﻥ ﺃﻴﻀ ﹰ.‬ ‫ﺎ‬ ‫ﻜﻤﺎ ﺘﻤﻴﺯ ﺸﺭﻜﺔ ﻋﻥ ﻤﻨﺎﻓﺴﻴﻬﺎ، ﻭﺭﺒﻤﺎ ﺘﻜﻭﻥ ﺃﺴﺎﺱ ﻨﺠﺎﺤﻬﺎ. ﻓﺎﻟﺘﺼﻤﻴﻡ ﻴﺯﻭﺩ ﺍﻟﻨﺎﺱ‬ ‫ﺎ‬ ‫ﺒﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ ﺍﻟﺸﺭﻜﺔ، ﻭﻟﻬﺫﺍ ﺍﻟﺴﺒﺏ، ﻤﻥ ﺍﻟﻀﺭﻭﺭﻱ ﻟﻤﺩﻴﺭﻱ ﺍﻟﺘﺼﻤﻴﻡ ﺃﻥ ﻴﺄﺨﺫﻭﺍ ﻤﻭﻀﻌﹰ‬ ‫ﻨﺎﺸﻁ ﹰ ﻓﻲ ﺇﺩﺍﺭﺓ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ. ﻫﻜﺫﺍ ﻴﻜﻭﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻤﻠﻴﺔ ﺇﺩﺍﺭﻴﺔ ﻀﻤﻥ ﺍﻟﻭﻅﺎﺌﻑ‬ ‫ﺎ‬ ‫ﺍﻹﺩﺍﺭﻴﺔ ﺍﻟﺩﺍﺨﻠﻴﺔ ﺍﻟﻤﺘﻜﺎﻤﻠﺔ )ﺘﺨﻁﻴﻁ، ﺘﻨﻔﻴﺫ، ﺭﻗﺎﺒﺔ، ﺘﻐﺫﻴﺔ ﺭﺍﺠﻌﺔ( ﻟﻭﻅﺎﺌﻑ ﺍﻟﺘﺴﻭﻴﻕ،‬

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‫61‬ ‫ﻭﺍﻹﻨﺘﺎﺝ، ﻭﺍﻟﻤﻭﺍﺭﺩ ﺍﻟﺒﺸﺭﻴﺔ، ﻭﺍﻟﻌﻼﻤﺎﺕ ﺍﻟﺘﺠﺎﺭﻴﺔ، ﻭﺍﻟﻬﻨﺩﺴﺔ، ﻭﺘﻁﻭﻴﺭ ﺍﻟﻤﻨﺘﺞ ﺍﻟﺠﺩﻴﺩ،‬ ‫ﺎ‬ ‫ﻭﺍﻟﺘﺨﻁﻴﻁ ﺍﻹﻨﺘﺎﺠﻲ، ﻭﺍﻟﺘﻭﺯﻴﻊ، ﻭﺍﻟﺴﻴﺎﺴﺎﺕ ﻤﻌ ﹰ. ﻭﺃﺨﻴﺭﹰ، ﻓﺈﻥ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺘﻜﻭﻥ ﺃﻴﻀﹰ‬ ‫ﺍ‬ ‫ﺎ‬ ‫ﻋﻤﻠﻴﺔ ﻜﺴﺏ ﻟﻠﻤﻌﻠﻭﻤﺎﺕ ﺤﺘﻰ ﻴﺘﻡ ﻤﻌﺭﻓﺔ ﺃﻱ ﻨﻭﻉ ﻤﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻴﺠﺏ ﺍﻜﺘﺴﺎﺒﻪ، ﻭﺩﻤﺠﻪ، ﻭ‬ ‫ﺘﺤﻭﻴﻠﻪ ﻭﺘﺠﺴﻴﺩﻩ. ﻟﺫﺍ ﻓﺈﻥ ﻋﻠﻰ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻹﺒﺩﺍﻋﻴﺔ، ﺘﻁﺒﻴﻕ ﺍﻟﺘﻘﻨﻴﺎﺕ، ﻭﺍﻷﻓﻜﺎﺭ، ﻭﻁﺭﻕ‬
‫‪(Broja De‬‬

‫ﺍﻹﻨﺘﺎﺝ، ﻭﺘﻠﺒﻴﺔ ﺭﻏﺒﺎﺕ ﺃﻜﺒﺭ ﻋﺩﺩ ﻤﻥ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻥ ﻭﺍﻟﻤﺴﺘﺨﺩﻤﻴﻥ.‬
‫)91-81:3002,‪Mazota‬‬

‫ﻴﺨﺘﻠﻑ ﺍﻟﺘﺼﻤﻴﻡ ﺒﻁﺒﻴﻌﺘﻪ ﻭﻭﻅﻴﻔﺘﻪ ﺤﺴﺏ ﺃﺩﺍﺌﻪ، ﻓﺎﻟﺘﺼﻤﻴﻡ ﻴﺩﺨل ﻓﻲ ﻋﺩﺓ ﻤﺠﺎﻻﺕ، ﻜﺎﻟﻬﻨﺩﺴﺔ‬ ‫ﻭﺍﻹﻨﺘﺎﺝ:‬ ‫اﻟﺘﺼﻤﯿﻢ واﻟﮭﻨﺪﺳﺔ‬ ‫ﻋﺎﺩ ﹰ ﻴﻨﻅﺭ ﺇﻟﻰ ﺍﻟﻬﻨﺩﺴﺔ ﻋﻠﻰ ﺃﻨﻬﺎ ﺃﻜﺜﺭ ﺼـﺭﺍﻤﺔ ﻤـﻥ ﺍﻟﺘـﺼﻤﻴﻡ، ﺇﻻ ﺃﻥ ﻫﻨـﺎﻙ ﺃﺭﺍﺀ‬ ‫ﺓ‬ ‫ﻤﻌﺎﻜﺴﺔ ﺘﻘﻭل: ﺇﻥ ﺍﻟﺘﺼﻤﻴﻡ ‪‬ﻌﺩ ﺃﺤﺩ ﻋﻨﺎﺼﺭ ﺍﻟﻬﻨﺩﺴﺔ، ﻜﺎﻹﻨﺘﺎﺝ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻷﺨـﺭﻯ ﺍﻟﺘـﻲ‬ ‫ﻴ‬ ‫ﺘﺴﺘﺨﺩﻤﻬﺎ ﺍﻟﻬﻨﺩﺴﺔ، ﻭﺍﻵﺭﺍﺀ ﺍﻟﻤﺤﺎﻴﺩﺓ ﺘﺅﻜﺩ ﺃﻥ ﻜ ﹰ ﻤﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻟﻬﻨﺩﺴﺔ ﺒﺒﺴﺎﻁﺔ ﻤﺭﺘﺒﻁﺎﻥ‬ ‫ﻼ‬
‫)7002,‪(American Psychological Association‬‬

‫ﻤﻌ ﹰ، ﻭﻫﺫﺍ ﻴﻌﺘﻤﺩ ﻋﻠﻰ ﻨﻅﺎﻡ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﻤﺴﺘﺨﺩﻡ.‬ ‫ﺎ‬ ‫اﻟﺘﺼﻤﯿﻢ واﻹﻧﺘﺎج‬

‫ﺇﻥ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻹﻨﺘﺎﺝ ﺘﻌﺩ ﺠﺯﺀﹰ ﻤﻥ ﺍﻟﺘﺨﻁﻴﻁ ﻭﺍﻟﺘﻨﻔﻴﺫ. ﻭﻤﻥ ﺍﻟﻨﺎﺤﻴـﺔ‬ ‫ﺍ‬ ‫ﺍﻟﻨﻅﺭﻴﺔ، ﻓﺈﻥ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺨﻁﻴﻁ ﺘﺘﻭﻗﻊ ﺤﺩﻭﺙ ﻤﺸﺎﻜل ﻤﺤﺘﻤﻠﺔ ﺨﻼل ﻋﻤﻠﻴﺔ ﺍﻟﺘﻨﻔﻴﺫ. ﻭﻴﺘـﻀﻤﻥ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﺍﻹﺒﺩﺍﻉ ﻭﺍﻟﻘﺩﺭﺓ ﻋﻠﻰ ﺤل ﺍﻟﻤﺸﺎﻜل، ﻓﻲ ﺍﻟﻤﻘﺎﺒل، ﻓﻲ ﺤﻴﻥ ﻴﺘﻀﻤﻥ ﺍﻹﻨﺘﺎﺝ ﻋﻤﻠﻴﺎﺕ‬ ‫ﻤﺴﺒﻘﺔ ﺍﻟﺘﺨﻁﻴﻁ. ﻓﺎﻟﺘﺼﻤﻴﻡ ﻤﺠﺭﺩ ﺨﻁﺔ ﻻ ﺘﺘﻀﻤﻥ ﺃﻴﻪ ﺇﻨﺘﺎﺠﺎﺕ ﺃﻭ ﻋﻤﻠﻴﺎﺕ ﻫﻨﺩﺴﻴﺔ، ﺒﺎﻟﺭﻏﻡ‬

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‫71‬ ‫ﻤﻥ ﻤﻌﺭﻓﺔ ﺍﻟﻤﺼﻤﻤﻴﻥ ﺒﺎﻟﻌﻤﻠﻴﺎﺕ ﻭﺍﻟﺘﻔﺼﻴﻼﺕ ﺍﻟﻬﺎﻤﺔ ﻭﺒﻜﻴﻔﻴﺔ ﺇﻨﺘﺎﺝ ﻤﻨﺘﺞ ﺃﻭ ﺇﻨـﺸﺎﺀ ﺒﻨـﺎﺀ.‬
‫)‪(www. wikipedia.org/wiki/design‬‬

‫2-2 إدارة اﻟﺘﺼﻤﯿﻢ‬
‫2-2-1 ﻣﻘﺪﻣﺔ‬
‫ﻣﺎ ھﻲ إدارة اﻟﺘﺼﻤﯿﻢ؟‬ ‫ﻻ ﻴﻭﺠﺩ ﻹﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺘﻌﺭﻴﻑ ﻤﻨﻔﺭﺩ ﻤﺘﻔﻕ ﻋﻠﻴﻪ، ﻤﺜل ﻤﺼﻁﻠﺢ ﺍﻟﺘﺼﻤﻴﻡ ﺃﻭ‬ ‫ﺍﻷﻋﻤﺎل ﺍﻟﺘﺠﺎﺭﻴﺔ ﺍﻟﺘﻲ ﻟﻡ ﻴﺘﻔﻕ ﻋﻠﻰ ﺘﻌﺭﻴﻑ ﻭﺍﺤﺩ ﻟﻬﻤﺎ ﺤﺘﻰ ﺍﻵﻥ. ﻭﻋﻨﺩ ﺍﻟﻨﻅﺭ ﺇﻟﻰ ﻁﺒﻴﻌﺔ‬ ‫ﻼ‬ ‫ﻜﻠﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ _ﻜﻤﺎ ﺫﻜﺭ ﺴﺎﺒﻘ ﹰ_ ﻓﺈﻨﻬﺎ ﻓﻲ ﻜﻠﺘﺎ ﺍﻟﺤﺎﻟﺘﻴﻥ ﺘﺄﺘﻲ ﺍﺴﻤ ﹰ ﺒﻤﻌﻨﻰ ﺇﻨﺘﺎﺝ ﻭﺘﺄﺘﻲ ﻓﻌ ﹰ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﺒﻤﻌﻨﻰ ﻨﺸﺎﻁ ﺃﻭ ﺇﺠﺭﺍﺀ ﻋﻤل ﻤﻌﻴﻥ، ﻭﻴﻤﻜﻥ ﺭﺅﻴﺔ ﺍﻟﻨﺘﺎﺌﺞ )‪ (Outcomes‬ﻓﻲ ﻤﺸﺎﺭﻴﻊ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻤﻥ ﺨﻼل ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﺨﺩﻤﺎﺕ ﻭﺍﻟﺩﻴﻜﻭﺭ ﺍﻟﺩﺍﺨﻠﻲ ﻭﺍﻟﺒﻨﺎﻴﺎﺕ ﻭﻋﻤﻠﻴﺎﺕ ﺍﻟﺒﺭﻤﺠﺔ ﺍﻟﺘﻲ ﺘﺘﻌﺎﻤل‬ ‫ﻤﻌﻬﺎ ﻴﻭﻤﻴ ﹰ، ﻭﻴﻌﺘﺒﺭ ﺃﺩﺍﺀ ﻤﺸﺎﺭﻴﻊ ﺍﻟﺘﺼﻤﻴﻡ ﻫﺫﻩ ﻤﻅﻬﺭﹰ ﻭﺍﺤﺩﹰ ﻓﻘﻁ ﻤﻥ ﻤﻅﺎﻫﺭ ﺇﺩﺍﺭﺓ‬ ‫ﺍ‬ ‫ﺍ‬ ‫ﺎ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ. ﺃﻤﺎ ﻨﺸﺎﻁ ﺍﻟﺘﺼﻤﻴﻡ، ﻓﺈﻨﻪ ﻴﺭﺘﻜﺯ ﻋﻠﻰ ﻋﻤﻠﻴﺔ ﺤل ﺍﻟﻤﺸﻜﻠﺔ ﺍﻟﺘﻲ ﻴﺠﺏ ﺇﺩﺍﺭﺘﻬﺎ ﻋﻠﻰ‬ ‫ﺃﻨﻬﺎ ﺸﻜل ﺁﺨﺭ ﻹﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ. ﺃﻤﺎ ﻤﺼﻁﻠﺢ ﺍﻷﻋﻤﺎل )‪ (Business‬ﻓﺈﻥ ﺍﺴﺘﺨﺩﺍﻤﻪ ﻓﻲ ﺴﻴﺎﻕ‬ ‫ﺍﻷﻋﻤﺎل ﺍﻟﺘﺠﺎﺭﻴﺔ ﻭﺍﻟﺘﺼﻤﻴﻡ ﻴﻤﻜﻥ ﺃﻥ ﻴﺼﺒﺢ ﺍﻟﻭﻋﺎﺀ ﻟﺠﻤﻴﻊ ﺃﻨﻭﺍﻉ ﺍﻷﻨﺸﻁﺔ ﺍﻟﺘﻲ ﻻ ﺘﺘﻌﻠﻕ‬ ‫ﻭﺍﻷﻨﺸﻁﺔ‬ ‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ‬ ‫ﻭﺍﻟﺘﺨﻁﻴﻁ‬ ‫ﻭﺍﻟﺘﻤﻭﻴل‬ ‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻤﺜل‬ ‫ﺒﺎﻟﺘﺼﻤﻴﻡ‬

‫ﺍﻟﺘﺸﻐﻴﻠﻴﺔ.)21:6002,‪(Best‬‬

‫ﻭﺘﺸﻴﺭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺇﻟﻰ ﺍﺘﺒﺎﻉ ﻨﻬﺞ ﺍﻟﻤﻨﻅﻤﺎﺕ ﻓﻲ ﺠﻌل ﺍﻟﺘﺼﻤﻴﻡ ﻀﻤﻥ ﻗﺭﺍﺭﺍﺘﻬﺎ‬ ‫ﺍﻟﻤﻭﺠﻬﺔ ﻟﺼﺎﻟﺢ ﺍﻟﻌﻤﻼﺀ ﻓﻲ ﺍﻟﺴﻭﻕ، ﻜﻤﺎ ﻓﻲ ﻋﻤﻠﻴﺎﺕ ﺍﻟﻤﻨﻅﻤﺔ. ﻓﻬﻲ ﻋﻤﻠﻴﺔ ﻤﺴﺘﻤﺭﺓ ﻁﻭﻴﻠﺔ‬

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‫81‬ ‫ﺍﻟﻤﺩﻯ ﻀﻤﻥ ﺍﻻﻨﺸﻁﺔ ﻓﻲ ﺠﻤﻴﻊ ﻤﺴﺘﻭﻴﺎﺕ ﺃﺩﺍﺀ ﺍﻻﻋﻤﺎل. ﻓﺈﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺤﻠﻘﺔ ﺍﻟﻭﺼل ﺒﻴﻥ‬ ‫ﺍﻹﺩﺍﺭﺓ ﻭﺍﻟﺘﺼﻤﻴﻡ ﻀﻤﻥ ﺘﺭﺍﺒﻁ ﺍﻷﺩﺍﺀ ﻟﻠﺘﻜﻨﻭﻟﻭﺠﻴﺎ، ﻭﺍﻟﺘﺼﻤﻴﻡ، ﻭﺍﻟﺘﻔﻜﻴﺭ ﺍﻟﺘﺼﻤﻴﻤﻲ،‬ ‫ﻭﺍﻹﺩﺍﺭﺓ ﻭﺍﻟﺘﺴﻭﻴﻕ. )‪(www. wikipedia/designmanagement‬‬ ‫ﻴﺴﺘﻌﻤل ﻤﺼﻁﻠﺢ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺘﺤﺩﻴﺩﹰ ﻟﻠﺘﻌﺎﻤل ﻤﻊ ﺇﺩﺍﺭﺓ ﻋﻨﺼﺭ ﺘﺼﻤﻴﻡ ﺍﻟﻤـﺸﺭﻭﻉ‬ ‫ﺍ‬ ‫ﻓﻘﻁ، ﺒﻌﺩﻫﺎ ﻴﺘﻡ ﺘﻭﻟﻲ ﻋﻤل ﺇﺩﺍﺭﺓ ﺍﻟﻤﺸﺭﻭﻉ، ﺒل ﻴﺅﻜﺩ ﻋﻠﻰ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻤﻥ ﺨﻼل ﺩﺍﺌـﺭﺓ‬ ‫ﺤﻴﺎﺓ ﺍﻟﻤﺸﺎﺭﻴﻊ ﻭﻋﻼﻗﺘﻬﺎ ﻤﻊ ﻗﺴﻡ ﺍﻟﺘﺼﻤﻴﻡ. ﻭﻴﺴﺘﺨﺩﻡ ﺍﻟﺘﺼﻤﻴﻡ ﻟﻴﺸﻤل ﻤﺠﻤﻭﻋﺔ ﻜﺒﻴﺭﺓ ﻤـﻥ‬ ‫ﺍﻷﻨﺸﻁﺔ ﻤﺘﻀﻤﻨﺔ ﻭﻅﺎﺌﻑ ﺇﺩﺍﺭﺓ ﺍﻟﻤﺸﺭﻭﻉ. ﻫﺫﺍ ﺍﻟﺘﺤﻭل ﻓﻲ ﻨﻬﺞ ﺍﻹﺩﺍﺭﺓ ﺨﻠـﻕ ﻤﺘﻁﻠﺒـﺎﺕ‬ ‫ﻹﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺩﺍﺨل ﺍﻟﺸﺭﻜﺔ، ﻓﻠﻡ ﻴﻌﺩ ﻤﺠﺭﺩ ﺇﻋﻁﺎﺀ ﺼﻭﺭﺓ ﻭﺍﻀﺤﺔ ﻷﻋﻤـﺎل ﻤﻌﻴﻨـﺔ ﺃﻭ‬ ‫ﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺴﻭﻴﻕ، ﺒل ﻫﻭ ﺍﻟﻤﺴﺎﻫﻤﺔ ﻓﻲ ﺘﻐﻴﻴﺭ ﺭﺅﻴﺔ ﻭﺴﻠﻭﻙ ﺍﻟﻤﻨﻅﻤﺔ. ﻭﻫﻜـﺫﺍ، ﻓـﺈﻥ‬ ‫ﺍﻟﻤﺼﻤﻤﻴﻥ " ﻋﻤﻠﻭﺍ ﻋﻠﻰ ﺘﺤﻠﻴل" ﺍﻹﺒﺩﺍﻉ، ﻭﺭﻭﺡ ﺍﻟﻤﺒﺎﺩﺭﺓ، ﻭﺍﻻﻫﺘﻤﺎﻡ ﺒﺎﻟﺘﻔﺎﺼﻴل، ﻤﻥ ﺃﺠـل‬ ‫ﺍﻻﻫﺘﻤﺎﻡ ﺒﺎﻟﻌﻤﻼﺀ ﻷﻨﻬﻡ ﻤﺼﺩﺭ ﺍﻟﻘﻭﺓ ﻟﻠﻤﻨﻅﻤﺔ ﺍﻟﺘﻲ ﺘﺠﻌل ﺍﻟﻤﺩﻴﺭﻴﻥ ﻴﺅﻜﺩﻭﻥ ﻋﻠﻰ ﺩﻋﻡ ﺇﺩﺍﺭﺓ‬
‫ﺍﻟﺘﻐﻴﻴﺭ. )76:3002, ‪(Borja de Mozota‬‬ ‫ﻭﻴـﺭﻯ ﺇﻴـﺭل ﺒـﺎﻭل )‪ (Earl Powel‬ﺭﺌـﻴﺱ ﻤﻌﻬـﺩ ﺇﺩﺍﺭﺓ ﺍﻟﺘـﺼﻤﻴﻡ ‪(The Design‬‬

‫)‪ ، Management Institute, DMI ,Boston‬ﺒﺄﻥ ﺃﻫﻤﻴﺔ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺴﺘﻜﻭﻥ ﻤﺘﺯﺍﻴـﺩﺓ ﻓـﻲ‬ ‫ﺍﻟﻤﺴﺘﻘﺒل ﺃﻜﺜﺭ ﻤﻥ ﺃﻱ ﻭﻗﺕ ﻤﻀﻰ ﻤﻥ ﺨﻼل ﺃﺭﺒﻊ ﻁﺭﻕ ﺃﺴﺎﺴﻴﺔ:‬ ‫ﺃﻭ ﹰ: ﻴﺘﻌﻤﻕ ﻓﻬﻡ ﺍﻷﻋﻤﺎل ﻟﺩﻭﺭ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻻﺒﺘﻜﺎﺭ ﻓﻲ ﻜل ﺍﻟﻤﺠﺎﻻﺕ ، ﻓﻴﻨﻅـﺭﻭﻥ ﻹﺩﺍﺭﺓ‬ ‫ﻻ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻜﻤﺼﺩﺭ ﻗﻭﻱ ﻟﻼﺒﺘﻜﺎﺭﺍﺕ ﺍﻟﺘﻲ ﺘﻤﻴﺯ ﺃﻋﻤﺎﻟﻬﻡ، ﻭﺘﻌﻤل ﻋﻠـﻰ ﻨﻤـﻭ ﺍﻟﻤﻴـﺯﺓ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺍﻟﻘﻭﻴﺔ.‬

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‫91‬ ‫ﺜﺎﻨﻴ ﹰ: ﺍﺴﺘﻤﺭﺍﺭ ﺍﻟﻌﻤﻼﺀ ﺒﺎﻟﺒﺤﺙ ﻋﻥ ﺍﻟﻤﺯﻴﺩ ﻤﻥ ﺍﻟﺨﻴﺎﺭﺍﺕ ﻓﻲ ﺍﻟﺴﻭﻕ ﺘﻠﺒﻴﺔ ﻟﺭﻏﺒـﺎﺘﻬﻡ ﻓـﻲ‬ ‫ﺎ‬ ‫ﺃﺤﺴﻥ ﺘﺼﻤﻴﻡ ﻨﺎﺘﺞ ﻋﻥ ﺇﺩﺍﺭﺓ ﺘﺼﻤﻴﻡ ﻓ ‪‬ﺎﻟﺔ.‬ ‫ﻌ‬ ‫ﺜﺎﻟﺜ ﹰ: ﺍﻟﺘﺤﻭل ﻤﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺇﻟﻰ ﺇﺩﺍﺭﺓ ﻤﻥ ﺃﺠل ﺍﻟﺘﺼﻤﻴﻡ ﺒﺤﻴﺙ ﻴﻁﻠﻕ ﺍﻟﻌﻨـﺎﻥ ﻟﺯﻴـﺎﺩﺓ‬ ‫ﺎ‬ ‫ﺨﻴﺎﺭﺍﺕ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺭﺍﺒﻌ ﹰ: ﺇﻥ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻤﺘﺯﺍﻴﺩﺓ ﻟﺩﻭﺭ ﺍﻟﺘﺼﻤﻴﻡ ﺴﻴﻠﻌﺏ ﺩﻭﺭﹰ ﻓﻲ ﺒﻨـﺎﺀ ﺠـﺴﺭ ﺒـﻴﻥ ﺍﻷﺴـﺱ‬ ‫ﺍ‬ ‫ﺎ‬ ‫ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻭﺍﻟﺠﻭﺍﻨﺏ ﺍﻟﺜﻘﺎﻓﻴﺔ ﻓﻲ ﺍﻷﻤﻡ ﺍﻟﺘﻲ ﺘﻔﺘﺢ ﺍﻟﺒﺎﺏ ﻟﻠﺘﺼﻤﻴﻡ ﻟﻴﻘﺩﻡ ﻤﺴﺎﻫﻤﺔ ﻫﺎﻤﺔ‬ ‫ﻟﻠﻤﺠﺘﻤﻌﺎﺕ ﻓﻲ ﺃﻨﺤﺎﺀ ﺍﻟﻌﺎﻟﻡ.‬ ‫وﻧﺴﺘﻌﺮض ﺑﻌﺾ آراء اﻟﻤﺨﺘﺼﯿﻦ ﻓﻲ ﺗﻌﺮﯾﻒ إدارة اﻟﺘﺼﻤﯿﻢ‬ ‫ﻭﻴﻨﻅﺭ ﺘﻭﺭﺴﺘﻭﻥ ﺩﺍﻫﻠﻴﻥ )‪ (Torsten Dahlin‬ﺭﺌﻴﺱ ﻤﺅﺴﺴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺼﻨﺎﻋﻲ ﺍﻟﺴﻭﻴﺩﻴﺔ‬ ‫ﺇﻟﻰ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻜﻤﻬﻨﺔ، ﺒﺄﻨﻬﺎ ﺘﺴﻌﻰ ﺠﺎﻫﺩﺓ ﻟﺒﺩﺀ ﻭﺘﺼﻤﻴﻡ ﺍﺴـﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺘﺘﻌﺎﻤـل ﻤـﻊ‬ ‫ﻤﺠﺎﻟﺱ ﺍﻹﺩﺍﺭﺓ ﻓﻲ ﺍﺘﺨﺎﺫ ﺍﻟﻘﺭﺍﺭﺍﺕ ﻭﻤﺘﺎﺒﻌﺔ ﺘﻨﻔﻴﺫﻫﺎ ﻭﺘﻁﺒﻴﻘﻬﺎ ، ﻜﻤﺎ ﺘـﺴﻌﻰ ﻟﺨﻠـﻕ ﺍﻟﻔﻬـﻡ‬ ‫ﻭﺍﻟﻭﻋﻲ ﺒﻴﻥ ﺍﻟﻤﻭﻅﻔﻴﻥ ﻋﻠﻰ ﺠﻤﻴﻊ ﺍﻟﻤﺴﺘﻭﻴﺎﺕ، ﺤﺘﻰ ﺃﺼﻐﺭ ﺍﻟﻘﺭﺍﺭﺍﺕ ﺍﻷﺴﺎﺴﻴﺔ ﻫـﻲ ﻤـﻥ‬ ‫ﻤﺤﺎﻭﺭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻭﻤﻬﺎﻤﻬﺎ ﻓﻲ ﺠﻤﻴﻊ ﺍﻷﻤﺎﻜﻥ ﻓﻲ ﺍﻟﻤﻨﻅﻤـﺔ ﻤـﻥ ﺨـﻼل ﻫﻴﻜﻠﻬـﺎ،‬ ‫ﻭﺍﻟﻤﻨﺘﺠـﺎﺕ، ﻭﺍﻟﻤـﻭﻅﻔﻴﻥ، ﻭﺍﺘﺨـﺎﺫ ﺍﻟﻘـﺭﺍﺭﺍﺕ ﺒـﺸﺄﻥ ﺍﻟﻌﻤـﻼﺀ ﻭﺍﻟﺨـﺩﻤﺎﺕ ﻭﺠـﻭﺩﺓ‬ ‫ـ‬ ‫ـ‬ ‫ـ‬ ‫ـ‬ ‫ـ‬ ‫ـ‬ ‫ـ‬ ‫ـ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ.)41:8991,‪(Dahlin‬‬

‫ﻭﻴﺭﻯ ﺘﻡ ﻜﻴﺭﻓﺎﻥ )‪ (Tim Girvin‬ﻤﺩﻴﺭ ﻤﻌﻬﺩ ﺘﻴﻡ ﻜﻴﺭﻓﺎﻥ ﻟﻠﺘﺼﻤﻴﻡ ﺃﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘـﺼﻤﻴﻡ‬ ‫ﻫﻲ ﻤﻤﺎﺭﺴﺔ ﻹﻋﻁﺎﺀ ﺘﻌﺭﻴﻑ ﻭﺇﺒﺭﺍﺯ ﻟﻠﻌﻼﻤﺔ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻭﺃﺒﻌﺎﺩﻫﺎ ﺒﺄﻴﺔ ﻁﺭﻴﻘﺔ. ﺍﻟﺘﺼﻤﻴﻡ ﻓـﻲ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ ﻴﻌﺒﺭ ﻋﻥ ﺇﻴﺩﻴﻭﻟﻭﺠﻴﺘﻬﺎ ﻭﺜﻘﺎﻓﺘﻬﺎ ﻭﻤﻨﺘﺠﺎﺘﻬﺎ ﻭﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﺘﻲ ﺘﻘﺩﻤﻬﺎ ﻭﻫﺫﻩ ﺍﻷﺼـﻭل‬

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‫02‬ ‫ﻤﻭﺠﻬﺔ ﺒﻌﻨﺎﻴﺔ ﺤﺘﻰ ﺘﻜﻭﻥ ﺭﺴﺎﻟﺔ ﻭﺍﻀﺤﺔ ﻭﻤﻨﺴﻘﺔ ، ﻭﺍﺘﺴﺎﻕ ﺍﻟﺭﺴﺎﻟﺔ ﻴﻌﻁﻲ ﺍﻟﻘﻭﺓ ﻓﻲ ﺘﺴﻬﻴل‬
‫ﺍﻟﻤﻬﺎﻡ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﻨﻅﻴﻤﻴﺔ ﻤﺜل ﺍﻟﺘﺴﻭﻴﻕ ﻭﺍﻟﻤﺒﻴﻌﺎﺕ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ. )61: 8991 ,‪(Girvin‬‬

‫2-2-2 اﻟﺘﻄﻮر اﻟﺘﺎرﯾﺨﻲ ﻹدارة اﻟﺘﺼﻤﯿﻢ‬
‫)‪(www. wikipedia /designmanagement‬‬ ‫ﺘﻌﻭﺩ ﺠﺫﻭﺭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺇﻟﻰ ﺃﻭﺍﺌل ﺍﻟﻌﺸﺭﻴﻨﺎﺕ ﻤﻥ ﺍﻟﻘﺭﻥ ﺍﻟﻤﺎﻀﻲ ﺇﻟﻰ ﺸﺭﻜﺔ‬ ‫ﻓﻲ ﻓﺘﺭﺓ ﺍﻷﺭﺒﻌﻴﻨﺎﺕ‬ ‫ﺃﻟﻤﺎﻨﻴﺔ )‪ ،(Allegemine Elektrizitats Gesellschafl) (AEG‬ﺃﻤﺎ‬

‫ﻭﺍﻟﺨﻤﺴﻴﻨﺎﺕ ﻤﻥ ﺍﻟﻘﺭﻥ ﺍﻟﻤﺎﻀﻲ ﻓﺈﻨﻬﺎ ﺘﻌﻭﺩ ﺇﻟﻰ ﺸﺨﺹ ﻴﺩﻋﻰ ﺃﻭﻟﻔﻴﺘﻲ )‪ (Olivetti‬ﻭﻫﻭ‬ ‫ﺇﻴﻁﺎﻟﻲ ﺍﻟﺠﻨﺴﻴﺔ ﻋﻤل ﻜﻤﺼﹼﻊ ﻟﻁﺎﺒﻌﺎﺕ ﺍﻟﺤﺎﺴﻭﺏ. ﻭﻜﺎﻨﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻭﻟﻤﺩﺓ ﻁﻭﻴﻠﺔ‬ ‫ﻨ‬ ‫ﹸﺴﺘﺨﺩﻡ ﻜﻤﺼﻁﻠﺢ ﻓﻘﻁ، ﺩﻭﻥ ﺃﻥ ﻴﻜﻭﻥ ﻫﺫﺍ ﺍﻟﻤﺼﻁﻠﺢ ﻤﻔﻬﻭﻤﺎ، ﺃﻭ ﻤﻨﺴﻭﺒﺎ ﻟﻠﺘﺼﻤﻴﻡ ﺃﻭ‬ ‫ﺘ‬ ‫ﺍﻹﺩﺍﺭﺓ.‬ ‫ﻓﺘﺮة اﻷرﺑﻌﯿﻨﺎت‬ ‫ﻜﺎﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻋﺒﺎﺭﺓ ﻋﻥ ﻭﻅﻴﻔﺔ ﻟﺩﻯ ﺍﻟﺸﺭﻜﺎﺕ، ﺃﻭ ﺍﺴﺘﺸﺎﺭﺍﺕ ﻤﺴﺘﻘﻠﺔ ﻟﻴﺴﺕ ﻤﺸﺘﺭﻜﺔ‬ ‫ﺒﻁﺭﻴﻘﺔ ﻤﺒﺎﺸﺭﺓ ﻤﻊ ﺒﺎﻗﻲ ﺍﻷﻋﻤﺎل، ﻭﻜﺎﻥ ﻟﺩﻯ ﺍﻟﻌﻤﻼﺀ ﻭﺍﻟﺴﻭﻕ ﻨﻅﺭﺓ ﺘﻘﻠﻴﺩﻴﺔ ﺘﺠﺎﻩ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻋﻠﻰ ﺃﻨﻪ ﻭﻅﻴﻔﺔ ﺇﻨﺘﺎﺠﻴﺔ، ﻭﻟﻴﺱ ﻤﺼﺩﺭ ﻗﻭﺓ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ. ﻭﻟﻘﺩ ﺭﻜﺯ ﺍﻟﻤﺼﻤﻤﻭﻥ ﻋﻠﻰ ﺘﻁﻭﻴﺭ‬ ‫ﻤﻌﻠﻭﻤﺎﺘﻬﻡ ﻭﻤﻬﺎﺭﺍﺘﻬﻡ ﺍﻟﺘﺼﻤﻴﻤﻴﺔ، ﻭﺒﻁﺭﻴﻘﺔ ﻏﻴﺭ ﻤﺒﺎﺸﺭﺓ، ﻭﺠﻬﻭﺍ ﻜل ﻁﺎﻗﺎﺘﻬﻡ ﻟﻬﺫﻩ ﺍﻟﻌﻤﻠﻴﺔ‬ ‫ﺍﻟﻤﺒﺩﻋﺔ. ﻭﻟﻡ ﻴﻜﻥ ﺴﻬﻼ ﻋﻠﻰ ﺍﻟﻤﺼﻤﻤﻴﻥ ﺘﻭﻀﻴﺢ ﻗﻴﻤﻬﻡ ﻟﻺﺩﺍﺭﻴﻴﻥ ﺒﺸﻜل ﺘﻔﺼﻴﻠﻲ ﻀﻤﻥ‬ ‫ﻤﻔﺎﻫﻴﻡ ﺒﺤﻴﺙ ﻴﺴﺘﻁﻴﻌﻭﻥ ﻓﻬﻤﻬﺎ. ﻓﻅﻬﺭﺕ ﺘﺤﺭﻜﺎﺕ ﻟﺴﺩ ﻫﺫﻩ ﺍﻟﻔﺠﻭﺓ. ﻓﻔﻲ ﺒﺭﻴﻁﺎﻨﻴﺎ ﺃﻨﺸﺊ‬ ‫ﺍﻟﻤﻌﻬﺩ ﺍﻟﺒﺭﻴﻁﺎﻨﻲ ﻟﻠﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻌﺎﻡ 4491 ﺘﺤﺕ ﺇﺸﺭﺍﻑ ﺍﻟﺤﻜﻭﻤﺔ ﺍﻟﺒﺭﻴﻁﺎﻨﻴﺔ ﻓﻲ ﺯﻤﻥ‬

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‫12‬ ‫ﺍﻟﺤﺭﺏ ﻜﻤﻌﻬﺩ ﺼﻨﺎﻋﻲ ﻭﻫﺩﻓﻪ: "ﺍﻟﺭﻗﻲ ﺒﻜل ﺍﻟﻭﺴﺎﺌل ﺍﻟﻌﻤﻠﻴﺔ ﻤﻥ ﺃﺠل ﺘﻁﻭﻴﺭ ﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺼﻨﺎﻋﻴﺔ ﺍﻟﺒﺭﻴﻁﺎﻨﻴﺔ "‬ ‫ﻓﺘﺮة اﻟﺨﻤﺴﯿﻨﺎت:‬ ‫ﻋﻘﺩ ﻭﺍﻟﺘﺭ ﺒﺎﻴﺒﻜﻲ )‪- (Walter Peapcke‬ﻤﺼﻤﻡ ﺼﻨﺎﻋﻲ ﻤﻥ ﺸﻴﻜﺎﺠﻭ- ﻤﻥ ﺸﺭﻜﺔ‬ ‫)‪ (CO.Of America Container‬ﻤﺅﺘﻤﺭ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺄﺴﺒﻥ )‪ (Aspen‬ﻓﻲ ﻜﻭﻟﻭﺭﺍﺩﻭ ﻓﻲ ﺍﻟﻭﻻﻴﺎﺕ‬ ‫ﺍﻟﻤﺘﺤﺩﺓ ﺒﻌﺩ ﺍﻟﺤﺭﺏ ﺍﻟﻌﺎﻟﻤﻴﺔ ﺍﻟﺜﺎﻨﻴﺔ ﻜﻁﺭﻴﻕ ﻟﺠﻠﺏ ﺃﺼﺤﺎﺏ ﺍﻷﻋﻤﺎل ﻭﺍﻟﻤﺼﻤﻤﻴﻥ ﻤﻌ ﹰ ﻟﺘﺒﺎﺩل‬ ‫ﺎ‬ ‫ﺍﻟﻤﻌﺭﻓﺔ. ﻭﻓﻲ ﻋﺎﻡ 1591 ﺍﺨﺘﻴﺭ ﻤﻭﻀﻭﻉ "ﺍﻟﺘﺼﻤﻴﻡ ﺒﻭﺼﻔﻪ ﻭﻅﻴﻔﺔ ﻤﻥ ﻭﻅﺎﺌﻑ ﺍﻹﺩﺍﺭﺓ "‬ ‫ﻜﺄﻭل ﻤﻭﻀﻭﻉ ﻓﻲ ﺍﻟﻤﺅﺘﻤﺭ ﻟﻴﺅﻜﺩ ﻋﻠﻰ ﺘﻭﺍﺼل ﻭﻤﺸﺎﺭﻜﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﻋﺎﻟﻡ ﺍﻷﻋﻤﺎل. ﻭﺒﻌﺩ‬ ‫ﻋﺩﺓ ﺴﻨﻭﺍﺕ، ﺘﻭﻗﻑ ﺃﺼﺤﺎﺏ ﺍﻷﻋﻤﺎل ﻋﻥ ﺍﻟﺤﻀﻭﺭ ﻟﻠﻤﺅﺘﻤﺭ ﺒﺴﺒﺏ ﺍﺭﺘﻔﺎﻉ ﻋﺩﺩ ﺍﻟﻤﺸﺎﺭﻜﻴﻥ‬ ‫ﻤﻥ ﺍﻟﻤﺼﻤﻤﻴﻥ، ﻤﻤﺎ ﻏﻴﺭ ﻤﻥ ﻟﻐﺔ ﺍﻟﺤﻭﺍﺭ ﻓﻲ ﺍﻟﻤﺅﺘﻤﺭ، ﻷﻥ ﺍﻟﺘﺭﻜﻴﺯ ﻟﻡ ﻴﻜﻥ ﻋﻠﻰ ﺍﻟﻤﺸﺎﺭﻜﺔ‬ ‫ﺒﻴﻥ ﺍﻷﻋﻤﺎل ﻭﺍﻟﺘﺼﻤﻴﻡ ﻓﻘﻁ، ﺒل ﻟﻤﻨﺎﻗﺸﺔ ﺃﺨﻁﺎﺀ ﺒﻴﺌﺔ ﺍﻷﻋﻤﺎل ﻓﻲ ﻓﻬﻡ ﻗﻴﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﻭﻤﺤﺎﻭﻟﺔ ﺍﻟﻤﺼﻤﻤﻴﻥ ﻟﻭﻀﻊ ﺤﻠﻘﺎﺕ ﺍﻟﻭﺼل ﻤﻊ ﺒﻴﺌﺔ ﺍﻷﻋﻤﺎل، ﻭﻜﺎﻥ ﻫﻨﺎﻙ ﺭﺠﺎل ﺃﻋﻤﺎل ﻓﻲ‬ ‫ﻤﻥ ﻜﻼ‬ ‫ﻨﻔﺱ ﺍﻟﻭﻗﺕ ﻴﺤﺎﻭﻟﻭﻥ ﻭﻀﻊ ﺤﻠﻘﺎﺕ ﻭﺼل ﻤﻊ ﺒﻴﺌﺔ ﺍﻟﺘﺼﻤﻴﻡ. ﺒﻴﻨﻤﺎ ﺁﺨﺭﻭﻥ‬

‫ﺍﻟﻤﺠﺘﻤﻌﻴﻥ ﻋﻤﻠﻭﺍ ﺤﻠﻘﺎﺕ ﻭﺼل ﺒﻴﻥ ﺃﻫﺩﺍﻑ ﺍﻷﻋﻤﺎل ﻭﺩﺨﻭل ﺍﻟﺘﺼﻤﻴﻡ ﻜﻤﻔﻬﻭﻡ ﻓﻲ ﺍﻟﻘﺴﻡ‬ ‫ﺍﻹﺩﺍﺭﻱ. ﺇﻥ ﻤﺅﺴﺴﺎﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺃﻭﺭﻭﺒﻴﺔ ﺒﻁﺒﻴﻌﺘﻬﺎ. ﻭﻤﻥ ﺃﻗﻭﻯ ﻤﺅﺴﺴﻲ ﺇﺩﺍﺭﺓ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﺒﻴﺘﺭ ﻏﺭﻭﺏ )‪ (Peter Grob‬ﻭﻫﻭ ﺍﻟﻤﺩﻴﺭ ﺍﻟﺭﺴﻤﻲ ﻟﻤﺭﻜﺯ ﻟﻨﺩﻥ ﻟﻸﻋﻤﺎل ﻹﺩﺍﺭﺓ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ.‬

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‫22‬ ‫ﻓﺘﺮة اﻟﺴﺘﯿﻨﺎت واﻟﺴﺒﻌﯿﻨﺎت‬ ‫ﺘﻡ ﺫﻜﺭ ﻤﺼﻁﻠﺢ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻌﺎﻡ 6691 ﻟﻠﻤﺤﺎﻀﺭ ﻓﺎﺭ )‪ (Farr‬ﻓﻲ ﺍﺤﺩﻯ‬ ‫ﺍﻟﻤﺤﺎﻀﺭﺍﺕ ﺤﻴﺙ ﺭﻜﺯﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﻜﻴﻔﻴﺔ ﺘﻌﺭﻴﻑ ﺍﻟﺘﺼﻤﻴﻡ ﻜﻭﻅﻴﻔﺔ ﻓﻲ ﺍﻷﻋﻤﺎل‬ ‫ﻭﺘﺯﻭﻴﺩ ﺍﻟﻤﺼﻁﻠﺤﺎﺕ ﻭﺍﻟﻁﺭﻕ ﺍﻟﺘﻲ ﺘﺠﻌﻠﻪ ﻴﺩﺍﺭ ﺒﻁﺭﻴﻘﺔ ﻓﻌﺎﻟﺔ. ﻭﻓﻲ ﺃﻭﺍﺨﺭ ﺍﻟﺴﺘﻴﻨﺎﺕ ﻤﻥ‬ ‫ﺍﻟﻘﺭﻥ ﺍﻟﻤﺎﻀﻲ ﻭﻟﻐﺎﻴﺔ ﺃﻭﺍﺌل ﺍﻟﺴﺒﻌﻴﻨﺎﺕ، ﺒﺩﺃ ﻏﺭﻭﺏ )‪ (Grob‬ﻭﺁﺨﺭﻭﻥ ﺒﻜﺘﺎﺒﺔ ﻤﻘﺎﻻﺕ ﺒﺤﻴﺙ‬ ‫ﺘﻜﻭﻥ ﺨﺭﻴﻁﺔ ﻟﻠﻤﺼﻤﻤﻴﻥ ﻟﺘﻌﻠﻴﻤﻬﻡ ﻋﻥ ﺒﻴﺌﺔ ﺍﻷﻋﻤﺎل، ﻭﻟﺨﺒﻴﺭﻱ ﺍﻷﻋﻤﺎل ﺒﺤﻴﺙ ﻴﺘﻡ ﻓﻬﻡ ﺠﻬﺩ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻜﻭﻅﻴﻔﺔ ﺤﺭﺠﺔ ﻓﻲ ﺍﻷﻋﻤﺎل. ﺘﻡ ﺘﺄﺴﻴﺱ ﻤﻌﻬﺩ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻌﺎﻡ 5791 ﻓﻲ‬ ‫ﺒﻭﺴﻁﻥ ﻭﻜﺎﻥ ﺘﺎﺒﻌﺎ ﻟﻜﻠﻴﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎل ﺒﺠﺎﻤﻌﺔ ﻫﺎﺭﻓﺭﺩ. ﻭﻴﻌﺩ ﻤﻌﻬﺩ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻤﻨﻅﻤﺔ‬ ‫ﻋﺎﻟﻤﻴﺔ ﻏﻴﺭ ﺭﺒﺤﻴﺔ ﺘﻬﺩﻑ ﺇﻟﻰ ﺭﻓﻊ ﺃﻫﻤﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻜﺠﺯﺀ ﺃﺴﺎﺴﻲ ﻓﻲ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺇﺩﺍﺭﺓ‬ ‫ﺍﻷﻋﻤﺎل، ﻟﺘﺼﺒﺢ ﻤﺼﺩﺭﹰ ﻗﻴﺎﺩﻴ ﹰ ﻭ ﻟﻪ ﺴﻠﻁﺔ ﻋﺎﻟﻤﻴﺔ. ﻭﺍﺴﺘﺨﺩﻤﺕ ﻜﻠﻴﺎﺕ ﺍﻻﻗﺘﺼﺎﺩ ﺇﻤﻜﺎﻨﻴﺔ‬ ‫ﺎ‬ ‫ﺍ‬ ‫ﻋﻘﺩ ﺩﻭﺭﺍﺕ ﺍﻗﺘﺼﺎﺩﻴﺔ ﻟﺩﺭﺍﺴﺔ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ. ﺒﻌﺩ ﺫﻟﻙ ﺒﺩﺃﺕ ﻜﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺩﺭﺍﺴﺔ ﺇﺩﺍﺭﺓ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻀﻤﻥ ﻤﻨﻬﺠﻬﺎ ﺍﻟﺩﺭﺍﺴﻲ. ﻭﻓﻲ ﺍﻟﻭﻗﺕ ﺍﻟﺤﺎﻀﺭ، ﻫﻨﺎﻙ ﻤﺘﻁﻠﺒﺎﺕ ﺨﺎﺼﺔ ﻟﻠﺤﺼﻭل‬ ‫ﻋﻠﻰ ﺩﺭﺠﺔ ﺍﻟﻤﺎﺠﺴﺘﻴﺭ ﻓﻲ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ، ﻭﺃﻴﻀﺎ ﺒﺭﺍﻤﺞ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﻤﺸﺘﺭﻜﺔ )ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻭﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ ﻭﺍﻹﺒﺩﺍﻉ(، ﻤﺜل ﺒﺭﻨﺎﻤﺞ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻟﻸﻋﻤﺎل ﺍﻟﻌﺎﻟﻤﻴﺔ ﻓﻲ ﻫﻠﻨﺴﻜﻲ_ﻓﻨﻠﻨﺩﺍ.‬ ‫ﻜﻤﺎ ﻨﻤﺕ ﺤﺭﻜﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺸﻜل ﻜﺒﻴﺭ ﻓﻲ ﺒﺭﻴﻁﺎﻨﻴﺎ ﻭﺃﻭﺭﻭﺒﺎ ﻭﺃﻤﺭﻴﻜﺎ ﺍﻟﺘﻲ ﺭﻜﺯﺕ ﻋﻠﻰ‬ ‫ﻤﺼﺎﺩﺭ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﻤﻨﻅﻤﺎﺕ ﺍﻷﻋﻤﺎل.‬ ‫ﻓﺘﺮة اﻟﺜﻤﺎﻧﯿﻨﺎت إﻟﻰ اﻵن )اﻟﻮﻗﺖ اﻟﺤﺎﺿﺮ(:‬ ‫ﻓﻲ ﺍﻟﺒﺩﺍﻴﺔ، ﻜﺎﻨﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺘﻅﻬﺭ ﻓﻲ ﺍﻟﺘﺼﻤﻴﻤﺎﺕ ﺫﺍﺕ ﺍﻟﻌﻤﺭ ﺍﻟﻘﺼﻴﺭ ﻓﻘﻁ، ﺇﻻ‬ ‫ﺃﻨﻪ ﻭﻤﻊ ﻤﺭﻭﺭ ﺍﻟﺯﻤﻥ، ﺍﺴﺘﻁﺎﻋﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺇﺜﺒﺎﺕ ﻗﻴﻤﺘﻬﺎ، ﻤﺩﻋﻭﻤﺔ ﺒﺘﻨﺎﻤﻲ ﺩﻭﺭ‬

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‫32‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺘﻁﻭﻴﺭ ﺍﻟﻤﺠﺘﻤﻊ، ﺍﻻﻗﺘﺼﺎﺩ، ﻭﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺜﻘﺎﻓﻴﺔ ﻭﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺔ. ﺃﺼﺒﺢ ﻋﻠﻰ‬ ‫ﺍﻟﻤﺭﺀ ﺍﻟﻤﻌﺎﺼﺭ ﻓﻬﻡ ﺍﻟﺘﺼﻤﻴﻡ ﻤﻥ ﺠﻤﻴﻊ ﺠﻭﺍﻨﺒﻪ، ﻭﻜﻔﻥ ﻋﺼﺭﻱ ﻴﺘﻡ ﺘﻁﺒﻴﻘﻪ ﻓﻲ ﺠﻤﻴﻊ‬ ‫ﺍﻟﻤﺠﺎﻻﺕ. ﻭﻗﺩ ﺃﺼﺒﺤﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺃﺩﺍﺓ ﻤﻬﻤﺔ ﻓﻲ ﺘﻨﻅﻴﻡ ﻭﻫﻴﻜﻠﺔ ﺍﻟﻤﺸﺎﺭﻴﻊ ﻓﻲ ﻫﺫﺍ ﺍﻟﻌﺎﻟﻡ‬ ‫ﺍﻻﻗﺘﺼﺎﺩﻱ ﺍﻟﻤﻌﻘﺩ.‬

‫2-2-3 ﺗﺄﻃﯿﺮ ﻧﻈﺮي ﻹدارة اﻟﺘﺼﻤﯿﻢ‬
‫ﻗﺩ ﻴﺅﺜﺭ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻹﺩﺍﺭﺓ ﺩﺍﺨل ﺍﻟﺘﻨﻅﻴﻡ ﺃﻭ ﺍﻟﻤﻨﻅﻤﺔ ﻋﻠﻰ ﻤـﺴﺘﻭﻴﺎﺕ ﻤﺨﺘﻠﻔـﺔ.‬ ‫ﻭﻴﻤﻜﻥ ﺃﻥ ﻴﻜﻭﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻓ ‪‬ﺎ ﹰ ﻓـﻲ ﺍﻟﻤـﺴﺘﻭﻴﺎﺕ ﺍﻹﺴـﺘﺭﺍﺘﻴﺠﻴﺔ ﻭﺍﻟﺘﻜﺘﻴﻜﻴـﺔ )ﺍﻷﻋﻤـﺎل(‬ ‫ﻌﻻ‬ ‫ﻭﺍﻟﺘﺸﻐﻴﻠﻴﺔ ﻜﻤﺎ ﻓﻲ ﺍﻟﺸﻜل)2(. ﻭﻓﻲ ﻭﻀﻊ ﺍﻷﻫﺩﺍﻑ ﻁﻭﻴﻠﺔ ﺍﻷﻤﺩ ﻭﻓﻲ ﺼﻨﻊ ﺍﻟﻘﺭﺍﺭ ﻤﻥ ﻴﻭﻡ‬ ‫ﺇﻟﻰ ﺁﺨﺭ. ﻓﺎﻟﺘﺼﻤﻴﻡ ﻫﻭ ﻭﻅﻴﻔﺔ ﻭﻤﺼﺩﺭ ﻭﺃﺴﻠﻭﺏ ﻟﻠﺘﻔﻜﻴﺭ ﻀﻤﻥ ﺍﻟﻤﻨﻅﻤﺎﺕ، ﻭﻴﻤﻜﻥ ﺃﻥ ﻴﻜﻭﻥ‬ ‫ﻓ ‪‬ﺎ ﹰ ﻓﻲ ﺍﻟﺘﻔﻜﻴﺭ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ ﻭﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﻁﻭﻴﺭ ﻭﺒﺸﻜل ﺤﺎﺴﻡ، ﻓﻬﻭ ﻓ ‪‬ـﺎل ﻓـﻲ ﺘﻁﺒﻴـﻕ‬ ‫ﻌ‬ ‫ﻌﻻ‬ ‫ﺍﻟﻤﺸﺎﺭﻴﻊ ﻭﺍﻷﻨﻅﻤﺔ ﻭﺍﻟﺨﺩﻤﺎﺕ، ﻭﻫﻭ ﺍﻟﻁﺭﻴﻘﺔ ﺃﻭ ﺍﻷﺴﻠﻭﺏ ﺍﻟـﺫﻱ ﺘـﺭﺘﺒﻁ ﻭﺘﺘﻌﺎﻤـل ﺒـﻪ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ ﻤﻊ ﺍﻟﻌﻤﻼﺀ ﻭﺍﻟﻤﺴﺘﺜﻤﺭﻴﻥ ﻭﺃﺼﺤﺎﺏ ﺭﺅﻭﺱ ﺍﻷﻤﻭﺍل، ﻤﻥ ﺨﻼل ﺘﻭﺍﻓﻘـﻪ ﻤـﻊ‬
‫ﺍﻟﻀﻐﻭﻁﺎﺕ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻟﻠﺼﻨﺎﻋﺔ، ﻭﻤﺘﻔﻬﻤ ﹰ ﺒﻜﻴﻔﻴﺔ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻟﺘـﺼﻤﻴﻡ ﺒﻔﻌﺎﻟﻴـﺔ ﺃﻜﺜـﺭ.)61:‬ ‫ﺎ‬

‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ ﺍﻟﺭﺴﺎﻟﺔ ﻭ ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ‬ ‫ﺍﻷﻨﻅﻤﺔ ﻭ ﺍﻟﻌﻤﻠﻴﺎﺕ‬

‫ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ‬

‫8002,‪(Best‬‬

‫ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ‬ ‫ﺍﻟﺘﺸﻐﻴﻠﻲ‬

‫ﺍﻟﻤﺼﺩﺭ:)71:6002 ,‪(Best‬‬

‫ﺸﻜل )2(: ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻴﺎﺕ ﺍﻹﺩﺍﺭﻴﺔ‬
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‫42‬ ‫ﺇﻥ ﻗﺎﺌﺩ ﺍﻟﺘﺼﻤﻴﻡ: ﻫﻭ ﺍﻟﺫﻱ ﻴﺤﺩﺩ ﺍﻟﺭﺅﻴﺎ ﺒﻜﻴﻔﻴﺔ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻟﺘﺼﻤﻴﻡ ﺩﺍﺨل ﺍﻟﻤﻨﻅﻤﺔ ،‬ ‫ﺒﺤﻴﺙ ﺘﻜﻭﻥ ﻭﺍﻀﺤﺔ ﻷﺼﺤﺎﺏ ﺭﺅﻭﺱ ﺍﻷﻤﻭﺍل ﻭﺼﺎﻨﻌﻲ ﺍﻟﻘﺭﺍﺭ. ﻭﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ: ﻴﺅﻜﺩ‬ ‫ﻋﻠﻰ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺃﻭ ﺍﻹﺠﺭﺍﺀﺍﺕ ﻭﺍﻟﻭﻅﺎﺌﻑ ﺍﻟﻤﺘﻌﺎﻤﻠﻪ ﻤﻊ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺘﻲ ﺘﻌﻤل ﻋﻠﻰ ﺇﻀﺎﻓﺔ ﻗﻴﻤﺔ‬ ‫ﻟﻠﻤﻨﻅﻤﺔ، ﻭﻤﻥ ﺨﻼل ﺘﺤﺩﻴﺩ ﻓﺭﻴﻕ ﺍﻟﺘﺼﻤﻴﻡ ﺃﻭ ﻤﻥ ﺨﻼل ﺘﻭﻓﻴﺭ ﺍﻟﻤﻭﺍﺭﺩ ﺍﻟﺩﺍﺨﻠﻴﺔ، ﻭﺍﻟﺘﻔﻜﻴﺭ‬ ‫ﺍﻟﺘﺼﻤﻴﻤﻲ، ﻋﺒﺭ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﻭﺤﺩﺍﺕ ﺍﻷﻋﻤﺎل ﻭﺍﻟﻤﺸﺎﺭﻴﻊ. ﻭﺍﻟﻤﺼﻤﻡ: ﻴﺴﺎﻋﺩ ﻋﻠﻰ ﺘﻤﻴﻴﺯ‬ ‫ﺍﻹﻤﻜﺎﻨﻴﺎﺕ ﻭﺍﻟﻁﺎﻗﺎﺕ ﻻﻗﺘﺭﺍﺡ ﺍﻟﺘﺼﻤﻴﻡ ﻭﻴﻘﺩﻡ ﺍﻟﺤﻠﻭل ﻀﻤﻥ ﻤﻠﺨﺹ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻭﻗﺕ‬ ‫ﺍﻟﻤﺤﺩﺩ ﻭﺍﻟﻤﻴﺯﺍﻨﻴﺔ ﺍﻟﻤﺨﺼﺼﺔ ﻟﺘﻠﺒﻴﺔ ﺍﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﻌﻤﻼﺀ ﻜﻤﺎ ﻓﻲ ﺍﻟﺸﻜل )3(.‬
‫)71:6002,‪(Best‬‬

‫ﺍﻟﺭﺅﻴﺎ‬

‫ﺍﻟﻌﻤﻠﻴﺎﺕ‬

‫ﺍﻟﻤﺤﺘﻭﻯ‬

‫ﺍﻟﺘﺼﻤﻴﻡ‬

‫ﻗﺎﺌﺩ‬

‫ﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺸﻜل )3(: ﻤﺴﺅﻭﻟﻴﺔ ﻭﻤﻬﺎﻡ ﻜل ﻤﺭﺤﻠﺔ‬

‫ﻤﺼﻤﻡ‬
‫ﺍﻟﻤﺼﺩﺭ: )71:6002,‪(Best‬‬

‫إن اﻟﺘﺼﻤﯿﻢ ﻓ ّﺎل ﻓﻲ ﺛﻼﺛﺔ ﻣﺴﺘﻮﯾﺎت ﻓﻲ أي ﻣﻨﻈﻤﺔ:‬ ‫ﻌ‬ ‫إدارة اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻟﻤﺴﺘﻮى اﻻﺳﺘﺮاﺗﯿﺠﻲ:‬ ‫ﺍﻟﺭﺴﺎﻟﺔ ﻭﺍﻟﺴﻴﺎﺴﺎﺕ ﺍﻟﻌﺎﻤﺔ ﻭﺠﺩﺍﻭل ﺍﻷﻋﻤﺎل ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺴﺘﻭﻯ ﻤﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺘﻜﻭﻥ ﻤﺤﺩﺩﺓ ﻭﻤﻌﺭﻭﻓﺔ، ﺤﻴﺙ ﻴﻜﻭﻥ ﺍﻟﺘﺼﻤﻴﻡ ﺩﺍﺨ ﹰ ﻀﻤﻥ ﺠﺩﺍﻭل ﺍﻷﻋﻤﺎل، ﻭﻤﻥ ﺍﻟﻤﻤﻜـﻥ‬ ‫ﻼ‬ ‫ﻟﻠﺘﺼﻤﻴﻡ ﺃﻥ ﻴﻌﻤل ﻋﻨﺩ ﻤﺴﺘﻭﻯ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ )ﻜﺈﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺸﺎﻤﻠﺔ( ﺇﺫﺍ ﺘﻡ ﺍﻟﺘﺭﻜﻴـﺯ ﻋﻠﻴﻬـﺎ‬ ‫ﻜﻤﺼﺩﺭ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻭﻴﺼﺒﺢ ﻗﺎﺩﺭﹰ ﻋﻠﻰ ﺘﻐﻴﻴﺭ ﺍﻷﻫﺩﺍﻑ ﻭﺍﺘﺠﺎﻩ ﺍﻟﻤﻨﻅﻤﺔ. ﺇﻥ ﻤﺸﺎﺭﻴﻊ‬ ‫ﺍ‬ ‫1(‬

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‫52‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺘﺅﺜﺭ ﻓﻲ ﺍﺘﺠﺎﻩ ﺍﻟﺸﺭﻜﺔ ﻀﻤﻥ ﺍﻟﻬﻴﻜﻠﻴﺔ، ﻭﺍﻟﺘﻤﻭﻴل، ﻭﺍﻟﻤﻭﺍﺭﺩ ﺍﻟﺒﺸﺭﻴﺔ،‬ ‫ﻟﻘﺎﺌﺩ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻲ ﻭﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺴﺘﻭﻯ ﺩﻭﺭ ﻓﻲ ﻜل ﻋﻤﻠﻴـﺔ ﺇﺴـﺘﺭﺍﺘﻴﺠﻴﺔ ﺸـﺎﻤﻠﺔ‬ ‫ﻟﻠﻤﻨﻅﻤﺔ. ﻭﻋﻠﻰ ﻗﺎﺌﺩ ﺍﻟﺘﺼﻤﻴﻡ، ﺨﻠﻕ ﻋﻼﻗﺎﺕ ﺒﻴﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ، ﻭﻫﻭﻴﺔ ﺍﻟـﺸﺭﻜﺔ‬ ‫ﻭﺜﻘﺎﻓﺘﻬﺎ. ﻭﺍﻟﻬﺩﻑ ﻫﻭ ﺍﻟﺴﻴﻁﺭﺓ ﻋﻠﻰ ﺍﻨﺴﺠﺎﻡ ﻋﻤل ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﺸﺭﻜﺔ ﻭﻏﺭﺱ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ‬ ‫ﻋﻤﻠﻴﺎﺕ ﺼﻴﺎﻏﺔ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ. ﻭﻴﺼﺒﺢ ﻗﺎﺌﺩ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺨﺒﻴﺭ ﺍﻹﺴﺘﺸﺎﺭﻱ ﻟﻺﺴﺘﺭﺍﺘﻴﺠﻴﺔ.‬
‫ﺃ( ﺗﺤﺪﯾﺪ رﺳﺎﻟﺔ اﻟﻤﻨﻈﻤﺔ : ‪Organizational Mission‬‬

‫ﻉ‬ ‫ﺇﻥ ﺭﺴﺎﻟﺔ ﻤﻨﻅﻤﺔ ﺍﻷﻋﻤﺎل ﻟﻴﺴﺕ ﻤﺠﺭﺩ ﻭﺜﻴﻘﺔ، ﺒل ﻫﻲ ﺇﺤﺴﺎﺱ ﻋﻤﻴﻕ ﻭﺍﻟﺘﺯﺍﻡ ﻭﺍ ٍ‬ ‫ﻟﻠﻬﺩﻑ ﺍﻷﻋﻅﻡ ﺍﻟﺫﻱ ﺃﻨﺸﺌﺕ ﺍﻟﻤﻨﻅﻤﺔ ﻤﻥ ﺃﺠﻠﻪ ﻭﺍﻟﺫﻱ ﺃﺩﻯ ﺇﻟﻰ ﻅﻬﻭﺭﻫﺎ ﺇﻟﻰ ﺤﻴﺯ ﺍﻟﻭﺠﻭﺩ،‬ ‫ﻭﻋﻨﺩﻤﺎ ﻴﺘﺤﻭل ﺍﻹﺤﺴﺎﺱ ﺇﻟﻰ ﻤﺴﺅﻭﻟﻴﺔ ﺠﻤﺎﻋﻴﺔ، ﻴﺼﺒﺢ ﺍﻟﻬﺩﻑ ﺍﻟﻘﺎﺴﻡ ﺍﻟﻤﺸﺘﺭﻙ ﺍﻟﺫﻱ ﻴﺴﻌﻰ‬ ‫ﺠﻤﻴﻊ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻭﺍﻟﻤﺘﻌﺎﻤﻠﻴﻥ ﻤﻊ ﺍﻟﻤﻨﻅﻤﺔ ﺇﻟﻰ ﺘﺤﻘﻴﻘﻪ ﻫﻭ ﻨﺠﺎﺡ ﺍﻟﻤﻨﻅﻤﺔ ﻓﻲ ﺃﺩﺍﺀ ﺭﺴﺎﻟﺘﻬﺎ ﺘﻠﺒﻴﺔ‬
‫ﻟﻠﺤﺎﺠﺎﺕ ﺍﻟﺘﻲ ﺃﻨﺸﺌﺕ ﺃﺼ ﹰ ﻤﻥ ﺃﺠﻠﻬﺎ.)ﺍﻟﻐﺎﻟﺒﻲ،7002:681(‬ ‫ﻼ‬

‫ﺇﻥ ﺭﺴﺎﻟﺔ ﺍﻟﺸﺭﻜﺔ ﻫﻲ ﺩﻋﻡ ﻟﻠﻤﻬﻤﺔ ﺍﻟﺭﺌﻴﺴﺔ ﻟﻠﺸﺭﻜﺔ، ﻓﺎﻟﺭﺴﺎﻟﺔ ﻻ ﺒﺩ ﺃﻥ ﺘﻜﻭﻥ ﺫﺍﺕ‬ ‫ﺭﺅﻴﺔ ﻭﺍﻀﺤﺔ، ﺘﻭﻀﺢ ﺍﻟﺒﻴﺌﺔ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﻭﺘﺅﻜﺩ ﺍﻟﻘﻴﻡ ﺍﻷﺴﺎﺴﻴﺔ، ﻭﻴﺸﺎﺭﻙ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ‬ ‫ﻭﻀﻊ ﺍﻟﺭﺅﻴﺔ ﺒﺈﺼﺩﺍﺭ ﻤﻔﺎﻫﻴﻡ ﺘﻌﻤل ﻋﻠﻰ ﺘﻭﺤﻴﺩ ﺍﻻﺘﺼﺎﻻﺕ ﻭﺍﻟﻘﻴﻡ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﻟﻠﺸﺭﻜﺔ‬
‫ﻭﻴﻨﻁﺒﻕ ﻫﺫﺍ ﺒﺼﻴﻐﺔ ﺨﺎﺼﺔ ﻋﻨﺩﻤﺎ ﺘﻌﻤل ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺘﻨﻔﻴﺫ ﺃﻋﻤﺎﻟﻬﺎ. ) ‪Borja de‬‬ ‫242:3002,‪(Mozota‬‬

‫ﺇﻥ ﺒﻴﺎﻥ ﻗﻴﻡ ﺍﻟﻤﻨﻅﻤﺔ ﻤﻥ ﺸﺄﻨﻪ ﺃﻥ ﻴﻜﻭﻥ ﻤﺜﺎ ﹰ ﺠﻴﺩﹰ ﻋﻠﻰ ﺭﺴﺎﻟﺔ ﺍﻟﺸﺭﻜﺔ. ﺒﺤﻴﺙ‬ ‫ﺍ‬ ‫ﻻ‬ ‫ﺘﻜﻭﻥ ﻤﻠﺘﺯﻤﺔ ﻤﻥ ﻗﺒل ﺍﻟﻤﺩﻴﺭﻴﻥ ﻭﻤﻔﻬﻭﻤﺔ ﻭﻭﺍﻀﺤﺔ ﻟﻠﻤﻭﻅﻔﻴﻥ ﻤﻥ ﺤﻴﺙ ﺃﺼل ﺍﻟﺸﺭﻜﺔ‬
‫ﻭﻤﺴﺘﻘﺒﻠﻬﺎ. ﻭﺃﻥ ﻨﺹ ﺍﻟﺭﺴﺎﻟﺔ ﻴﺠﺏ ﺃﻥ ﻴﻜﻭﻥ ﻭﺍﻗﻌﻴ ﹰ.)781:7002,‪(Emmitt‬‬ ‫ﺎ‬

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‫62‬ ‫ﻫﻨﺎﻙ ﺒﻌﺽ ﺍﻟﺼﻔﺎﺕ ﺍﻟﺘﻲ ﺘﻤﻴﺯ ﺍﻟﺸﺭﻜﺎﺕ ﺍﻟﺭﺍﺌﺩﺓ ﻓﻲ ﻤﻴﺩﺍﻥ ﺍﻷﻋﻤﺎل ﻓﻲ ﺍﻟﻭﻻﻴﺎﺕ‬ ‫ﺍﻟﻤﺘﺤﺩﺓ ﺍﻷﻤﺭﻴﻜﻴﺔ، ﻭﺘﻤﺜل ﻫﺫﻩ ﺍﻟﺼﻔﺎﺕ ﺒﻌﺽ ﺍﻟﺨﺼﺎﺌﺹ ﺍﻟﺤﻀﺎﺭﻴﺔ ﻟﻠﻤﻨﻅﻤﺎﺕ ﺍﻟﺘﻲ ﻋﺎﺩﺓ‬ ‫ﻤﺎ ﺘﻜﻭﻥ ﺃﺤﺩ ﺍﻟﻤﻜﻭﻨﺎﺕ ﺍﻟﻬﺎﻤﺔ ﻓﻲ ﺭﺴﺎﻟﺔ ﺍﻟﻤﻨﻅﻤﺔ ﻤﺜل ﺍﻟﺭﻴﺎﺩﺓ ﻭﺍﻹﺒﺩﺍﻉ، ﻓﻤﺜل ﻫﺫﻩ‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ ﺘﺸﺠﻊ ﺍﻟﺘﻔﻜﻴﺭ ﺍﻟﺨ ﹼﻕ ﻭﺍﻟﻘﺩﺭﺓ ﻋﻠﻰ ﺍﻹﺒﺩﺍﻉ ﻭﺍﻻﺒﺘﻜﺎﺭ، ﻭﺘﺤﺎﻭل ﺠﺎﻫﺩﺓ ﺘﻘﺩﻴﻡ ﺃﻓﻜﺎﺭ‬ ‫ﻼ‬
‫ﺠﺩﻴﺩﺓ ﻜﺸﺭﻜﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻟﺘﻌﻤﻴﺭ.)ﺤﺒﺘﻭﺭ،4002: 211(‬ ‫ﺏ( وﺿﻊ اﻟﺴﯿﺎﺳﺎت: ‪Policies‬‬

‫ﻻ ﺒﺩ ﻟﻺﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ ﻤﻥ ﻭﻀﻊ ﺍﻟﺴﻴﺎﺴﺎﺕ ﻟﻜﻲ ﺘﺼﻑ ﻤﻥ ﺨﻼﻟﻬﺎ ﺍﻟﻘﻭﺍﻋﺩ ﺍﻷﺴﺎﺴﻴﺔ‬
‫ﻟﻠﺘﻨﻔﻴﺫ ﻭﺘﺘﺒﻊ ﺴﻴﺎﺴﺎﺕ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﻤﺨﺘﺎﺭﺓ ﻟﺘﺸﻜل ﺨﻁﻭﻁ ﺇﺭﺸﺎﺩﻴﺔ ﻋﺭﻴﻀﺔ ) ‪Broad‬‬

‫‪ (Guidelines‬ﻴﺴﺘﺭﺸﺩ ﺒﻬﺎ ﺍﻟﻌﺎﻤﻠﻭﻥ ﻓﻲ ﺍﺘﺨﺎﺫ ﺍﻟﻘﺭﺍﺭﺍﺕ ﺍﻟﺠﻭﻫﺭﻴﺔ ﺫﺍﺕ ﺍﻟﻤﺩﻯ ﺍﻟﺯﻤﻨﻲ ﺍﻟﺒﻌﻴﺩ‬ ‫ﻓﻲ ﻤﺨﺘﻠﻑ ﺃﺠﺯﺍﺀ ﺍﻟﻤﻨﻅﻤﺔ، ﺃﻨﻬﺎ ﻤﺠﻤﻭﻋﺔ ﺍﻟﻤﺒﺎﺩﺉ ﻭﺍﻟﻤﻔﺎﻫﻴﻡ ﺍﻟﺘﻲ ﺘﺼﻨﻌﻬﺎ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ،‬ ‫ﻭﺘﻬﺘﺩﻱ ﺒﻬﺎ ﻤﺨﺘﻠﻑ ﺍﻟﻤﺴﺘﻭﻴﺎﺕ ﺍﻹﺩﺍﺭﻴﺔ ﻋﻨﺩ ﻭﻀﻊ ﺨﻁﻁﻬﺎ ﻭﺘﻨﻔﻴﺫﻫﺎ. ﻭﻴﺴﺘﺭﺸﺩ ﺒﻬﺎ‬ ‫ﺍﻟﻤﺩﻴﺭﻭﻥ ﻋﻨﺩﻤﺎ ﻴﺘﺨﺫﻭﻥ ﻗﺭﺍﺭﺍﺘﻬﻡ ﻓﻲ ﻨﺸﺎﻁﻬﻡ ﺍﻟﻴﻭﻤﻲ. ﻭﻴﻠﺘﺯﻡ ﺒﻬﺎ ﺍﻟﻤﻨﻔﺫﻭﻥ ﺃﺜﻨﺎﺀ ﻗﻴﺎﻤﻬﻡ‬ ‫ﺒﻭﺍﺠﺒﺎﺘﻬﻡ ﺍﻟﻭﻅﻴﻔﻴﺔ، ﺇﻨﻬﺎ ﺒﻌﺒﺎﺭﺓ ﺃﺨﺭﻯ ﺒﻤﺜﺎﺒﺔ ﺩﺴﺘﻭﺭ ﻟﻠﻌﻤل. ﻓﻬﻲ ﺍﻹﻁﺎﺭ ﺍﻟﺩﺍﺌﻡ ﺍﻟﺫﻱ ﻴﻭﺠﻪ‬ ‫ﻻ‬ ‫ﺍﻟﻔﻜﺭ ﻓﻲ ﺇﺘﺨﺎﺫ ﺍﻟﻘﺭﺍﺭﺍﺕ، ﻭﻓﻲ ﻨﻁﺎﻗﻬﺎ ﺘﺘﻡ ﺠﻤﻴﻊ ﺍﻟﺘﺼﺭﻓﺎﺕ ﻓﻲ ﺇﻨﺴﺠﺎﻡ ﻭﺘﻭﺍﻓﻕ ﻭﺼﻭ ﹰ‬ ‫ﺇﻟﻰ ﺍﻟﻬﺩﻑ ﺍﻟﻤﺸﺘﺭﻙ. ﻭﺘﺴﺘﺨﺩﻡ ﺍﻟﻤﻨﻅﻤﺔ ﺍﻟﺴﻴﺎﺴﺎﺕ ﻟﻜﻲ ﺘﻀﻤﻥ ﻗﻴﺎﻡ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻴﻬﺎ ﺒﺎﺘﺨﺎﺫ‬ ‫ﺓ‬ ‫ﺍﻟﻘﺭﺍﺭﺍﺕ ﺒﺄﺴﺎﻟﻴﺏ ﺘﺩﻋﻡ " ﺭﺴﺎﻟﺔ ﺍﻟﻤﻨﻅﻤﺔ ﻭﺃﻫﺩﺍﻓﻬﺎ ﻭﺇﺴﺘﺭﺍﺘﻴﺠﻴﺎﺘﻬﺎ" ﻭﺘﺒﻘﻰ ﺍﻟﺴﻴﺎﺴﺎﺕ ﻤﺩ ﹰ‬ ‫ﻁﻭﻴﻠﺔ ﻤﻥ ﺍﻟﺯﻤﻥ ﻭﻗﺩ ﺘﻅل ﺒﺎﻗﻴﺔ ﺤﺘﻰ ﺒﻌﺩ ﺯﻭﺍل ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﻲ ﺃﺩﺕ ﺇﻟﻰ ﻭﻀﻌﻬﺎ. ﻭﻗﺩ‬
‫ﺘﺼﺒﺢ ﻤﺜل ﻫﺫﻩ ﺍﻟﺴﻴﺎﺴﺎﺕ ﺠﺯﺀﹰ ﻤﻥ ﺜﻘﺎﻓﺔ ﺍﻟﻤﻨﻅﻤﺔ.)ﺍﻟﺴﺎﻟﻡ، 4002: 133(‬ ‫ﺍ‬

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‫ﺳﯿﺎﺳﺎت اﻟﺘﺼﻤﯿﻢ: ‪Design Polices‬‬

‫ﺘﺭﺘﺒﻁ ﺍﻟﻤﻨﻅﻤﺎﺕ ﺒﻌﻤل ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﻁﻭﻴﻠﺔ ﺍﻟﻤﺩﻯ ﻟﺘﺤﻘﻴﻕ ﺃﻫﺩﺍﻑ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺴﻴﺎﺴﺎﺕ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ، ﻭﺇﻋﻁﺎﺀ ﺍﻟﺨﻁﻭﻁ ﺍﻟﻌﺭﻴﻀﺔ ﻋﻨﺩ ﺼﻨﻊ ﻗﺭﺍﺭﺍﺕ ﺍﻟﺘﺼﻤﻴﻡ. ﻭﺴﻴﺎﺴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺘﻌ ‪‬ﻑ ﻤﻌﻨﻰ ﺍﻟﺘﺼﻤﻴﻡ ﺩﺍﺨل ﺍﻟﻤﻨﻅﻤﺔ، ﻭﺘﻌﻤل ﻋﻠﻰ ﺘﻌﺯﻴﺯ ﺍﻟﻌﻼﻤﺔ ﺍﻟﺘﺠﺎﺭﻴﺔ، ﻭﺭﺅﻴﺔ‬ ‫ﺭ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ، ﻭﻴﺠﺏ ﻋﻠﻰ ﻗﺎﺌﺩﻱ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺘﺄﻜﻴﺩ ﻋﻠﻰ ﺍﻟﺴﻴﺎﺴﺎﺕ ﻭﻋﻠﻰ ﺘﻁﻭﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ ﻭﻜل ﻤﺎ‬ ‫ﻴﺘﻌﻠﻕ ﺒﺎﻟﺘﺼﻤﻴﻡ ﻟﺘﻤﻜﻴﻥ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻤﻥ ﺍﻟﻌﻤل ﺤﺴﺏ ﺍﻟﺨﻁﺔ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﻭﺘﻨﻔﻴﺫﻫﺎ ﻓﻲ ﻀﻭﺀ‬ ‫ﺍﻟﺴﻴﺎﺴﺔ ﺍﻟﻌﺎﻤﺔ ﻟﻠﻤﻨﻅﻤﺔ. ﺘﺸﻤل ﺴﻴﺎﺴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺇﻨﺸﺎﺀ ﺘﺼﺎﻤﻴﻡ ﺤﺴﺏ ﻤﻌﺎﻴﻴﺭ ﺍﻟﺠﻭﺩﺓ،‬ ‫ﻭﺍﻟﻘﻭﺍﻨﻴﻥ ﻭﺍﻟﻤﻌﺎﻴﻴﺭ ﺍﻟﺒﻴﺌﻴﺔ. ﻭﺴﻴﺎﺴﺔ ﻤﻨﻅﻤﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺘﺤﺩﺩ ﺇﻁﺎﺭﹰ ﻟﻺﺠﺭﺍﺀﺍﺕ ﺍﻟﺘﻲ ﻴﻨﺒﻐﻲ‬ ‫ﺍ‬
‫ﺇﺘﺒﺎﻋﻬﺎ ﻋﻨﺩ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻟﺘﺼﻤﻴﻡ. )261:6002,‪(Best‬‬

‫ﺗﺄﺳﯿﺲ إﺳﺘﺮاﺗﯿﺠﯿﺔ اﻟﺘﺼﻤﯿﻢ‬ ‫ﻤﻥ ﺃﺠل ﺃﻥ ﺘﻘﻭﻡ ﺍﻟﻤﻨﻅﻤﺔ ﺒﺘﺄﺴﻴﺱ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺨﺎﺼﺔ ﺒﻬﺎ ﻓﺈﻨﻬﺎ ﺘﺤﺘﺎﺝ ﺇﻟﻰ‬ ‫ﺃﻥ ﺘﻘ‪‬ﻡ ﺍﻟﻭﻀﻊ ﺍﻟﺘﺠﺎﺭﻱ ﺃﻭ ﺍﻟﻌﻤل ﻟﺩﻴﻬﺎ. ﻭﻜﺎﻟﻤﻌﺘﺎﺩ ﺘﻘﻊ ﻫﺫﻩ ﺍﻟﻤﺴﺅﻭﻟﻴﺔ ﻋﻠﻰ ﻋﺎﺘﻕ ﻗﺎﺌﺩ‬ ‫ﻴ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﺩﺍﺨل ﺍﻟﻤﺅﺴﺴﺔ ﺍﻟﺫﻱ ﻗﺩ ﻴﺤﺘﺎﺝ ﺇﻟﻰ ﻁﻠﺏ ﺍﻟﻤﺴﺎﻋﺩﺓ ﻤﻥ ﻫﻴﺌﺎﺕ ﺃﻭ ﻭﻜﺎﻻﺕ‬ ‫ﺍﺴﺘﺸﺎﺭﻴﺔ ﺨﺎﺼﺔ ﺒﺎﻟﺘﺼﻤﻴﻡ ﻤﻥ ﺍﻟﺨﺎﺭﺝ، ﻭﺘﻬﺩﻑ ﻫﺫﻩ ﺍﻟﺨﻁﺔ ﺍﻟﻰ ﺇﻗﻨﺎﻉ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ‬ ‫ﻭﺃﺼﺤﺎﺏ ﺭﺅﻭﺱ ﺍﻷﻤﻭﺍل ﻓﻲ ﺍﻟﻤﻨﻅﻤﺔ ﺒﻭﺠﻭﺩ ﺤﺎﺠﺔ ﺇﻟﻰ ﺘﺄﺴﻴﺱ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺘﺼﻤﻴﻡ‬ ‫ﺘﻨﻁﻭﻱ ﻭﺭﺍﺀ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ، ﻭﺘﺴﺎﻋﺩ ﻤﺭﺍﺠﻌﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺩﻋﻡ ﺍﻟﺨﻁﺔ، ﻭﺘﺨﺩﻡ ﺍﻟﺘﻔﻜﻴﺭ‬ ‫ﺍﻟﺘﺼﻤﻴﻤﻲ ﻭﺍﻟﺭﺴﺎﻟﺔ ﻭﺍﻷﻫﺩﺍﻑ ﻭﺍﻻﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﺘﺸﻐﻴﻠﻴﺔ ﻟﻠﻤﻨﻅﻤﺔ ﺒﺸﻜل ﺃﻓﻀل. ﻭﻫﺫﺍ ﻴﺅﺩﻱ‬ ‫ﺇﻟﻰ ﺇﺩﺭﺍﻙ ﻜل ﻓﺭﺩ ﻟﻠﻔﻭﺍﺌﺩ ﺍﻟﻤﻠﻤﻭﺴﺔ ﺍﻟﻤﻤﻜﻨﺔ ﻤﻥ ﻭﺠﻬﺎﺕ ﻨﻅﺭﻫﻡ ﺍﻟﻤﺨﺘﻠﻔﺔ. ﻭﺘﺄﻜﻴﺩﹰ ﻟﺫﻟﻙ‬ ‫ﺍ‬

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‫82‬ ‫ﻓﺈﻥ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ ﻟﻠﺸﺭﻜﺔ ﻴﻤﻜﻥ ﺃﻥ ﺘﻔﻬﻡ ﻗﻴﻤﺔ ﻭﺃﺜﺭ ﺍﻟﺘﺼﻤﻴﻡ ﻤﺴﺘﺨﺩﻤﺔ ﻟﻐﺔ ﺍﻷﻤﻭﺍل‬
‫ﻭﺍﻟﺴﻭﻕ.)04:6002,‪(Best‬‬

‫إﺳﺘﺮاﺗﯿﺠﯿﺔ اﻟﺘﺼﻤﯿﻢ‬ ‫ﻫﻲ ﻨﻅﺎﻡ ﻴﺴﺎﻋﺩ ﺍﻟﺸﺭﻜﺎﺕ ﻋﻠﻰ ﻤﻌﺭﻓﺔ ﻭﻓﻬﻡ ﻤﺎ ﻴﺠﺏ ﻋﻤﻠﻪ ﻭﻟﻤﺎﺫﺍ، ﻭﻜﻴﻔﻴﺔ‬ ‫ﺍﻹﺒﺩﺍﻉ ﺒﻁﺭﻴﻘﺔ ﺴﺭﻴﻌﺔ ﻭﻋﻠﻰ ﺍﻟﻤﺩﻯ ﺍﻟﺒﻌﻴﺩ. ﺇﻥ ﻫﺫﻩ ﺍﻟﻌﻤﻠﻴﺔ ﺘﺘﻀﻤﻥ ﺍﻟﺩﻤﺞ ﺒﻴﻥ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻭﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻷﻋﻤﺎل ﻭﺘﺸﻜﻴل ﺨﻁﺔ ﺘﻨﻅﻴﻤﻴﺔ ﺘﻭ ‪‬ﺩ ﺍﻟﺘﻔﻜﻴﺭ ﺍﻟﻜﻠﻲ. ﻭﺘﺴﺘﻌﻤل ﻤﺠﺎﻻﺕ‬ ‫ﺤ‬ ‫ﺍﻟﺒﺤﺙ ﻟﺘﺯﻭﻴﺩ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺍﻷﻋﻤﺎل ﻭﺍﻟﺘﺨﻁﻴﻁ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ ﺒﺎﻟﻤﻌﻠﻭﻤﺎﺕ، ﺍﻟﺘﻲ ﺘﺘﻀﻤﻥ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ. )‪(www.en.wikipedia.org /wiki/Designstrategy‬‬ ‫ﻭﻤﻥ ﺍﻟﻤﻤﻜﻥ ﺃﻥ ﻨﻔﺭﻕ ﺒﻴﻥ ﺴﻴﺎﺴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺍﻟﺭﻏﻡ ﻤﻥ‬ ‫ﺃﻥ ﻜل ﻭﺍﺤﺩ ﻤﻨﻬﻤﺎ ﻴﻜ ‪‬ﻥ ﺍﻵﺨﺭ، ﺒﺤﻴﺙ ﺘﺅﺴﺱ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺒﻤﺎ ﺘﻨﻭﻱ ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻭ‬ ‫ﺍﺴﺘﺨﺩﺍﻡ ﺍﻟﺘﺼﻤﻴﻡ، ﻭﻜﻴﻑ ﺘﺨﺩﻡ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺤﺎﺠﺎﺘﻬﺎ ﻀﻤﻥ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﺸﻐﻴﻠﻲ ﺒﺎﻟﺸﻜل‬ ‫ﺍﻷﻓﻀل. ﺃﻤﺎ ﺴﻴﺎﺴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻬﻲ ﺘﺼﻑ ﺍﻟﻘﺎﻨﻭﻥ )ﺍﻟﺩﺴﺘﻭﺭ( ﺍﻟﺫﻱ ﻴﺩﻋﻡ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ،‬ ‫ﻭﻤﺎ ﻫﻭ ﻤﻁﻠﻭﺏ ﺘﻨﺴﻴﻕ ﺍﻟﺨﻁﻁ ﻭﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺍﻟﺨﺎﺼﺔ ﺒﺎﻟﺴﻴﺎﺴﺔ ﺍﻟﺘﻲ ﺘﻠﺘﻘﻲ ﻤﻊ ﻤﺘﻁﻠﺒﺎﺕ‬ ‫ﺃﺼﺤﺎﺏ ﺭﺅﻭﺱ ﺍﻷﻤﻭﺍل ﺃﻭ ﺍﻟﻤﺴﺎﻫﻤﻴﻥ. ﻭﻓﻲ ﺠﻤﻴﻊ ﺍﻟﺤﺎﻻﺕ ﻓﺈﻥ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻫﻲ‬ ‫ﺍﻟﺭﺅﻴﺎ ﻟﻠﺘﺼﻤﻴﻡ ﻓﻲ ﺠﻤﻴﻊ ﺍﻟﻤﺴﺘﻭﻴﺎﺕ ﻓﻲ ﺍﻟﻤﻨﻅﻤﺔ، ﻭﺴﻴﺎﺴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻫﻲ ﺴﻠﺴﻠﺔ ﻤﻥ ﺍﺘﺨﺎﺫ‬
‫ﺍﻟﻘﺭﺍﺭﺍﺕ ﻤﻥ ﺃﺠل ﺃﻥ ﺠﻌل ﺍﻟﺭﺅﻴﺎ ﻤﻤﻜﻨﺔ. )94:5002,‪(Best‬‬

‫وﻇﯿﻔﺔ إدارة اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻟﻤﺴﺘﻮى اﻹﺳﺘﺮاﺗﯿﺠﻲ:‬ ‫ﺇﻥ ﻫﺩﻑ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻲ ﻫﻭ ﺩﻋﻡ ﻭﺘﻘﻭﻴﺔ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻟﺸﺎﻤﻠﺔ )‪ (Corporate strategy‬ﻓﻲ ﻤﺴﺘﻭﻯ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ، ﻭﺇﻨﺸﺎﺀ ﻋﻼﻗﺔ ﺒﻴﻥ ﺍﻟﺘﺼﻤﻴﻡ‬

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‫92‬ ‫ﻭﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﻭﻫﻭﻴﺔ/ ﺜﻘﺎﻓﺔ ﺍﻟﻤﻨﻅﻤﺔ. ﻭﺘﻌﻤل ﻋﻠﻰ ﺍﻟﺴﻴﻁﺭﺓ ﻋﻠﻰ ﺜﺒﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ، ﻭﺘﺴﻤﺢ ﻟﻠﺘﺼﻤﻴﻡ ﺒﺎﻟﺘﻔﺎﻋل ﻤﻊ ﺤﺎﺠﺎﺕ ﻭﻤﺘﻁﻠﺒﺎﺕ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ، ﻭﺘﺭﻜﺯ ﻋﻠﻰ‬ ‫ﻗﺩﺭﺍﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺒﻌﻴﺩﺓ ﺍﻟﻤﺩﻯ. ﻭﺍﻟﺠﺩﻭل ﺍﻟﺘﺎﻟﻲ ﻴﺒﻴﻥ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺘﻲ ﺘﺘﻌﺎﻤل ﻤﻌﻬﺎ ﺇﺩﺍﺭﺓ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻲ:‬ ‫ﺠﺩﻭل )1(: ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺘﻲ ﺘﺘﻌﺎﻤل ﻤﻌﻬﺎ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ‬
‫ﺍﻟﺘﻁﺒﻴﻕ‬ ‫• ﺘﻌﺭﻴﻑ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺘﻲ ﺘﺘﺼل ﺒﺈﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ ﻭﺍﻟﺘﻲ ﺘﺘﻀﻤﻥ ﺃﻫﺩﺍﻑ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺇﺩﺍﺭﺓ ﻤﺸﺎﺭﻴﻊ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺇﻨﺸﺎﺀ ﻤﻭﺍﺼﻔﺎﺕ ﻭﻤﻌﺎﻴﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺩﻋﻡ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺸﺎﻤﻠﺔ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ‬ ‫‪ Corporate‬ﺒﻭﺠﻭﺩ ﺃﺩﻭﺍﺕ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺘﺄﻤﻴﻥ ﺍﻟﻤﻴﺯﺍﻨﻴﺔ، ﺒﺤﻴﺙ ﺘﻜﻭﻥ ﻋﺎﻟﻴﺔ ﺒﻤﺎ ﻓﻴﻪ ﺍﻟﻜﻔﺎﻴﺔ ﻟﺘﻜﻭﻥ‬ ‫ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﺘﻁﺒﻴﻕ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺍﻟﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺍﻟﺘﻭﻅﻴﻑ ﻭﺇﺩﺍﺭﺓ ﺍﻟﻤﺼﻤﻤﻴﻥ.‬ ‫• ﺇﻋﻁﺎﺀ ﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ ﺭﺴﺎﻟﺔ ﻭﺭﺅﻴﺎ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺨﻠﻕ ﺒﻴﺌﺔ ﻤﻨﺎﺴﺒﺔ ﻟﻠﻘﻴﺎﺩﺓ ﻭﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻹﺒﺩﺍﻉ.‬ ‫ﺍﻟﻤﺴﺘﻭﻯ‬ ‫ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫‪Strategy‬‬ ‫ﺍﻟﺘﺨﻁﻴﻁ‬ ‫‪Planning‬‬ ‫ﺍﻟﻬﻴﻜل‬ ‫‪Structure‬‬ ‫ﺍﻟﺘﻤﻭﻴل‬ ‫‪Finances‬‬ ‫ﺍﻟﻤﻭﺍﺭﺩ ﺍﻟﺒﺸﺭﻴﺔ‬ ‫‪Human resource‬‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫‪Information‬‬ ‫ﺍﻷﺒﺤﺎﺙ ﻭﺍﻟﺘﻁﻭﻴﺭ‬ ‫&‪Research‬‬ ‫‪development‬‬ ‫ﺍﻹﺘﺼﺎﻻﺕ‬ ‫‪Communications‬‬ ‫ﺍﻟﻤﺼﺩﺭ:)522:3002 ,‪(Borja de Mozota‬‬ ‫ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻲ‬ ‫ﺍﻟﻤﺴﺘﻭﻯ‬ ‫ﺍﻟﻭﻅﻴﻔﺔ‬

‫• ﺘﻁﺒﻴﻕ ﺍﻟﺘﻔﻜﻴﺭ ﺍﻟﺘﺼﻤﻴﻤﻲ ﻓﻲ ﻤﺴﺘﻭﻯ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ.‬ ‫• ﺇﻨﺸﺎﺀ ﺤﻠﻘﺔ ﻭﺼل ﺒﻴﻥ ﺘﻁﻭﻴﺭ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ ﻭﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺍﻟﺘﺨﻁﻴﻁ، ﻭﺇﺩﺨﺎل ﻭﺘﺤﺴﻴﻥ ﻭﺴﺎﺌل ﺍﻻﺘﺼﺎل ﻟﻴﻌﺒﺭ ﻋﻥ‬

‫ﺍﻟﻌﻼﻤﺔ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻟﻠﻌﻤﻼﺀ.‬

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‫03‬ ‫إدارة اﻟﺘﻨﻈﯿﻢ ﻓﻲ ﻣﺴﺘﻮى اﻟﺘﻜﺘﯿﻜﻲ أو )اﻷﻋﻤﺎل(:‬ ‫ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺴﺘﻭﻯ، ﻴﺒﺭﺯ ﺩﻭﺭ ﻓﺭﻕ ﻭﻋﻤﻠﻴﺎﺕ ﻭﺃﻨﻅﻤﺔ ﺍﻟﺘـﺼﻤﻴﻡ ﻤـﻥ )ﻭﺤـﺩﺍﺕ‬ ‫ﺍﻷﻋﻤﺎل(. ﺤﻴﺙ ﻴﻤﻜﻥ ﻟﻠﺘﺼﻤﻴﻡ ﺃﻥ ‪‬ﺩﺍﺭ ﺒﺎﺤﺘﺭﺍﻑ ﻟﻴﻨﺸﺊ ﻤﻨﺘﺠﺎﺕ ﺃﻭ ﻤﺒﺎ ٍ ﻓﺭﻴﺩﺓ ﻤﻥ ﻨﻭﻋﻬﺎ،‬ ‫ﻥ‬ ‫ﻴ‬ ‫ﻭﻴﺴﺎﻋﺩ ﻓﻲ ﺍﻟﺒﺤﺙ ﻋﻥ ﻓﺭﺹ ﺠﺩﻴﺩﺓ ﻓﻲ ﺍﻟﺴﻭﻕ. ﻭﻴﺘﻡ ﺇﻨﺠﺎﺯ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺘﻜﺘﻴﻜﻲ ﻓـﻲ ﻫـﺫﻩ‬ ‫ﺍﻟﻤﺭﺤﻠﺔ، ﻭﻟﻜﻨﻪ ﻴﺒﻘﻰ ﻋﻠﻰ ﺇﺘﺼﺎل ﻤﻊ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﻤﺴﺘﻭﻯ ﺍﻹﺴـﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟـﺸﺎﻤﻠﺔ.‬ ‫ﻭﻋﻠﻰ ﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺘﻜﺘﻴﻜﻲ ﺍﻟﺘﺭﻜﻴﺯ ﻋﻠﻰ ﻤﺩﻯ ﺇﻤﻜﺎﻨﻴﺔ ﻭﻀﻊ ﻤﻔﺎﻫﻴﻡ ﻻﻨﺘـﺎﺝ ﻤﻨﺘﺠـﺎﺕ‬ ‫ﺠﺩﻴﺩﺓ ﺘﻠﺒﻲ ﺍﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﻌﻤﻼﺀ ﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ.‬ ‫ﻴﻘﺼﺩ ﺒﺎﻟﺘﻜﺘﻴﻙ ﺍﻟﺨﻁﺔ ﺍﻟﺘﺸﻐﻴﻠﻴﺔ ﺍﻟﺘﻲ ﺘﺤﺩﺩ ﺒﺎﻟﺘﻔﺎﺼﻴل ﻜﻴﻑ ﻴﻤﻜﻥ ﺘﻨﻔﻴﺫ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﻤﻌﻴﻨﺔ، ﻭﺫﻟﻙ ﺒﺴﺅﺍﻟﻴﻥ ﻋﻠﻰ ﺸﻜل " ﻤﺘﻰ " ﻭ" ﺃﻴﻥ " ﻴﻤﻜﻥ ﺃﻥ ﺘﺘﺤﻭل ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺇﻟﻰ ﺘﻨﻔﻴﺫ‬ ‫ﻓﻌﻠﻲ ﻭﻓﻘ ﹰ ﻟﻁﺒﻴﻌﺘﻬﺎ. ﻓﻴﻤﻜﻥ ﺍﻋﺘﺒﺎﺭﺍﻟﺘﻜﺘﻴﻜﺎﺕ ﺴﻴﺎﺴﺎﺕ ﺇﺠﺭﺍﺌﻴﺔ ﺘﻤﺜل ﺤﻠﻘﺔ ﻭﺼل ﺒﻴﻥ ﺼﻴﺎﻏﺔ‬ ‫ﺎ‬
‫ﻭﺘﻨﻔﻴﺫ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ، )48:2002,‪(Wheelen‬‬

‫2(‬

‫وﺗﺘﻔﺮع إدارة اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻟﻤﺴﺘﻮى اﻟﺘﻜﺘﯿﻜﻲ )اﻷﻋﻤﺎل( إﻟﻰ:‬
‫أ( اﻷﻧﻈﻤﺔ: ‪Systems‬‬

‫ﻻ‬ ‫ﺘﺩل ﻋﻠﻰ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺸﻐﻴل، ﻭﺍﻟﺘﺩﻓﻘﺎﺕ ﺍﻟﺘﻲ ﺘﺒﻴﻥ ﻜﻴﻔﻴﺔ ﺇﺘﻤﺎﻡ ﺍﻟﻌﻤل ﺩﺍﺨل ﺍﻟﻤﻨﻅﻤﺔ ﺃﻭ ﹰ‬ ‫ﺒﺄﻭل، ﻭﺫﻟﻙ ﻟﻤﺨﺘﻠﻑ ﺍﻷﻨﺸﻁﺔ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ ﻭﻤﻥ ﺒﻴﻨﻬﺎ ﻨﻅﻡ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ، ﻭﻨﻅﻡ ﺍﻟﻤﻭﺍﺯﻨﺎﺕ‬ ‫ﺍﻟﺭﺃﺴﻤﺎﻟﻴﺔ، ﻭﻨﻅﻡ ﺍﻹﻨﺘﺎﺝ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ، ﻭﻨﻅﻡ ﺭﻗﺎﺒﺔ ﺍﻟﺠﻭﺩﺓ ﻭﻤﻘﺎﻴﻴﺱ ﺍﻷﺩﺍﺀ ﻭﺘﻘﻴﻴﻡ ﺍﻟﻌﻤل.‬
‫)ﺍﻟﺴﺎﻟﻡ، 4002: 422(‬ ‫ﺏ( اﻟﻌﻤﻠﯿﺎت: ‪Processes‬‬

‫ﺒﻌﺩ ﺇﻋﺩﺍﺩ ﺍﻟﺒﺭﺍﻤﺞ ﻭﺍﻟﻤﻭﺍﺯﻨﺎﺕ ﺍﻟﻤﻁﻠﻭﺒﺔ ﻟﺘﻨﻔﻴﺫﻫﺎ، ﻴﺘﻡ ﺇﻋﺩﺍﺩ ﺇﺠﺭﺍﺀﺍﺕ ﺍﻟﺘﺸﻐﻴل، ﺍﻟﺘﻲ‬ ‫ﺘﻤﺜل ﺍﻟﺨﻁﻭﺍﺕ ﺍﻟﺘﻲ ﻴﺠﺏ ﻤﻤﺎﺭﺴﺘﻬﺎ ﻤﻥ ﻗﺒل ﺠﻤﻴﻊ ﺃﻨﺸﻁﺔ ﺍﻟﻤﻨﻅﻤﺔ ﻹﻨﺠﺎﺯ ﺍﻟﺒﺭﺍﻤﺞ‬

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‫13‬ ‫ﺍﻟﻤﺨﺘﻠﻔﺔ. ﻭﻻﺒﺩ ﻤﻥ ﺘﺤﺩﻴﺙ ﺍﻹﺠﺭﺍﺀﺍﺕ ﺒﺎﺴﺘﻤﺭﺍﺭ ﻟﺘﻌﻜﺱ ﺍﻟﺘﻁﻭﺭﺍﺕ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺔ‬ ‫ﻭﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﻭﻤﺎ ﻴﺘﺒﻌﻬﺎ ﻤﻥ ﺒﺭﺍﻤﺞ. ﻭﻴﺠﺏ ﺃﻥ ﺘﻜﻭﻥ ﺍﻹﺠﺭﺍﺀﺍﺕ ﺒﺴﻴﻁﺔ ﺘﺴﻬل ﺘﻨﻔﻴﺫ‬
‫ﺍﻟﺒﺭﺍﻤﺞ ﺍﻟﻤﺭﻏﻭﺒﺔ، ﻜﻤﺎ ﻴﺠﺏ ﺘﺩﺭﻴﺏ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻋﻠﻰ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ.)ﺍﻟﺴﺎﻟﻡ، 4002: 922(‬ ‫ﻋﻤﻠﯿﺎت اﻟﺘﺼﻤﯿﻢ: ‪Design Process‬‬

‫ﺍﻟﺘﺼﻤﻴﻡ ﻫﻭ ﻋﻤﻠﻴﺔ ﺩﻭﺭﻴﺔ ﺩﻗﻴﻘﺔ ﻟﻼﺴﺘﻌﻼﻡ ﻋﻥ ﺸﻲﺀ ﻜﻤﺎ ﺃﻨﻪ ﻋﻤﻠﻴﺔ ﺇﺒﺩﺍﻋﻴﺔ.‬ ‫ﻓﻌﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺘﺘﻜﻭﻥ ﻤﻥ ﺴﻠﺴﻠﺔ ﻤﻥ ﺍﻷﺴﺎﻟﻴﺏ ﺍﻟﺘﻲ ﻭﻀﻌﺕ ﻤﻌ ﹰ ﻟﺘﻨﺎﺴﺏ ﻁﺒﻴﻌﺔ ﻜل‬ ‫ﺎ‬ ‫ﻤﺸﻜﻠﺔ ﺃﻭ ﻤﺸﺭﻭﻉ ﻟﻠﺘﺼﻤﻴﻡ. ﻓﻌﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺘﻁﻭﺭﺕ ﻤﻥ ﺍﻟﺘﺠﺭﻴﺏ ﻭﺍﺨﺘﺒﺎﺭ ﻁﺭﻕ ﺤل‬ ‫ﺍﻟﻤﺸﺎﻜل ﺍﻟﻤﺘﻜﺭﺭﺓ ﻤﻥ ﻗﺒل ﺍﻟﻤﺼﻤﻡ ﺃﻭ ﻓﺭﻴﻕ ﺍﻟﺘﺼﻤﻴﻡ ﻤﻥ ﺨﻼل ﺍﻟﺘﻁﺒﻴﻕ ﻋﻠﻰ ﻤﺸﺎﺭﻴﻊ‬ ‫ﻭﺍﻗﻌﻴﺔ ﺨﺎﺼﺔ ﺒﺎﻟﻌﻤﻼﺀ. ﻭﺘﻌﺩ ﻤﻌﻅﻡ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻤﺭﺁﺓ ﻟﺨﻁﻭﺍﺕ ﺍﻟﻤﺼﻤﻤﻴﻥ، ﻋﻨﺩﻤﺎ‬ ‫ﻴﻌﻤل ﺍﻟﻤﺼﻤﻡ ﻋﻠﻰ ﺤل ﺍﻟﻤﺸﻜﻠﺔ، ﻭﻋﻤل ﺘﻔﺼﻴﻼﺕ ﻟﻠﺘﺼﻤﻴﻡ. ﻭﺃﺨﻴﺭﹰ، ﻴﺘﻡ ﺍﺨﺘﺒﺎﺭﻫﺎ ﺜﻡ ﺘﻨﻔﻴﺫ‬ ‫ﺍ‬ ‫ﺍﻟﺤل )ﺍﻟﺘﺼﻤﻴﻡ( ﻜﻤﺎ ﻓﻲ ﺍﻟﺸﻜل )4(، ﻓﻌﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻟﻴﺴﺕ ﻁﻭﻴﻠﺔ ﻟﻭﺠﻭﺩ ﺍﻟﻌﺩﻴﺩ ﻤﻥ‬ ‫ﺤﻠﻘﺎﺕ ﺍﻟﺘﻐﺫﻴﺔ ﺍﻟﺭﺍﺠﻌﺔ، ﺍﻟﺘﻲ ﺘﺒﻴﻥ ﻁﺒﻴﻌﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻠﻴﻠﻪ ﻓﻲ ﻜل ﻤﺭﺤﻠﺔ ﻤﻥ ﺍﻟﻤﺭﺍﺤل‬ ‫ﺍﻟﻌﻤﻠﻴﺔ. ﻭﺍﻟﺘﻲ ﺼﻤﻤﺕ ﺨﺼﻴﺼ ﹰ ﻟﺘﻠﺒﻴﺔ ﺍﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﻌﻤﻴل ﺃﻭ ﻤﺸﺭﻭﻉ ﻤﻌﻴﻥ.‬ ‫ﺎ‬
‫ﺘﺼﻤﻴﻡ‬

‫)511:6002,‪(Best‬‬

‫ﺘﺤﻠﻴل‬

‫ﺇﺨﺘﺒﺎﺭ‬

‫ﺍﻟﻤﺼﺩﺭ:)511:6002 ,‪(Best‬‬

‫ﺸﻜل )4(: ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﻔﻌﺎﻟﺔ‬

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‫23‬ ‫ﻣﺮاﺣﻞ ﻋﻤﻠﯿﺔ اﻟﺘﺼﻤﯿﻢ ﺗﺘﻀﻤﻦ ﻣﺎ ﯾﻠﻲ:‬ ‫)8002, ‪(www.en.wikipedia.org/wiki/design‬‬
‫1( ﺘﺼﻤﻴﻡ ﻤﺎ ﻗﺒل ﺍﻹﻨﺘﺎﺝ ﺃﻭ ﺍﻹﻨﺸﺎﺀ: )‪(Pre-production design‬‬

‫• ﻤﻭﺠﺯ / ﻤﻠﺨﺹ ﺍﻟﺘﺼﻤﻴﻡ )‪ :(Design Brief‬ﺒﻴﺎﻥ ﺃﻫﺩﺍﻑ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺍﻟﺘﺤﻠﻴل )‪ :(Analysis‬ﺘﺤﻠﻴل ﺃﻫﺩﺍﻑ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺤﺎﻟﻴﺔ.‬ ‫• ﺍﻷﺒﺤﺎﺙ )‪ :(Research‬ﻋﻤل ﺘﺤﻘﻴﻘﺎﺕ ﻋﻥ ﺤﻠﻭل ﻤﺸﺎﺒﻬﺔ ﻟﻠﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺠﺎل‬ ‫ﺍﻟﻤﺭﺍﺩ ﺘﺼﻤﻴﻤﻪ.‬ ‫• ﺍﻟﺘﺤﺩﻴﺩ )‪ : (Specification‬ﺘﺤﺩﻴﺩ ﺍﻟﻤﺘﻁﻠﺒﺎﺕ ﻟﺤﻠﻭل ﺍﻟﺘﺼﻤﻴﻡ ﻟﻤﻨﺘﺞ ﻤﻌﻴﻥ ﺃﻭ ﻤﺒﺎﻥ‬ ‫ﻤﻌﻴﻨﺔ.‬ ‫• ﺤل ﺍﻟﻤﺸﻜﻠﺔ )‪ : (Problem solving‬ﺘﺤﺩﻴﺩ ﻤﻔﺎﻫﻴﻡ ﻭﺘﻭﺜﻴﻕ ﺤﻠﻭل ﺍﻟﻤﺸﻜﻼﺕ.‬ ‫• ﻋﻤل ﻋﺭﺽ ﺘﻘﺩﻴﻤﻲ )‪ : (Presentation‬ﻋﺭﺽ ﺤﻠﻭل ﺍﻟﺘﺼﻤﻴﻡ.‬
‫2( ﺍﻟﺘﺼﻤﻴﻡ ﺨﻼل ﺍﻹﻨﺘﺎﺝ / ﺃﻭ ﺍﻹﻨﺸﺎﺀ: )‪(Design during production‬‬

‫• ﺍﻟﺘﻁﻭﻴﺭ)‪ : (Development‬ﺩﻭﺍﻡ ﺘﺤﺩﻴﺙ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺍﻻﺨﺘﺒﺎﺭ ﻓﻲ ﺍﻟﻤﻭﻗﻊ )‪ : (Testing-in-situ‬ﺘﻘﻴﻴﻡ ﻭﺍﺨﺘﺒﺎﺭ ﺍﻟﺘﺼﻤﻴﻡ.‬
‫3( ﻤﺘﺎﺒﻌﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻤﺎ ﺒﻌﺩ ﺍﻹﻨﺘﺎﺝ ﻷﻱ ﺘﺼﻤﻴﻤﺎﺕ ﺃﺨﺭﻯ ﻓﻲ ﺍﻟﻤﺴﺘﻘﺒل: ‪(Post-production‬‬ ‫)‪design‬‬

‫• ﺍﻟﺘﻁﺒﻴﻕ)‪ : (Implementation‬ﺘﻘﺩﻴﻡ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﺍﻟﻤﺒﻨﻰ ﻟﻠﺒﻴﺌﺔ ﺍﻟﻤﺤﻴﻁﺔ.‬ ‫• ﺍﻟﺘﻘﻴﻴﻡ ﻭﺍﻻﺴﺘﻨﺘﺎﺝ)‪ : (Evaluation & Conclusion‬ﺨﻼﺼﺔ ﺍﻟﻌﻤﻠﻴﺎﺕ ﻭﺍﻟﻨﺘﺎﺌﺞ، ﻤﻤﺎ‬ ‫ﺘﺘﻀﻤﻥ ﺍﻻﻨﺘﻘﺎﺩﺍﺕ ﺍﻟﺒﻨﺎﺀﺓ ﻭﺃﻴﺔ ﺍﻗﺘﺭﺍﺤﺎﺕ ﻷﻴﺔ ﺘﻁﻭﺭﺍﺕ ﻓﻲ ﺍﻟﻤﺴﺘﻘﺒل.‬

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‫33‬ ‫4( ﺇﻋﺎﺩﺓ ﺍﻟﺘﺼﻤﻴﻡ )‪ : (Re-design‬ﺇﻋﺎﺩﺓ ﻭﺍﺤﺩﺓ ﻤﻥ ﻤﺭﺍﺤل ﻋﻤﻠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ )ﻤﻥ ﺘﻌﺩﻴل ﺃﻭ‬ ‫ﺘﺼﻤﻴﻡ( ﻓﻲ ﺃﻱ ﻭﻗﺕ )ﻗﺒل، ﺃﺜﻨﺎﺀ، ﺒﻌﺩ ﺍﻹﻨﺘﺎﺝ(.‬
‫ﻫﻨﺎﻙ ﻗﺎﺌﻤﺔ ﻤﻥ ﺍﻟﻤﻜﻭﻨﺎﺕ ﺍﻷﺴﺎﺴﻴﺔ ﺍﻟﺘﻲ ﻴﺠﺏ ﻭﺠﻭﺩﻫﺎ ﻓﻲ ﻤﻠﺨﺹ ﺍﻟﺘﺼﻤﻴﻡ )‪:(Desig Brief‬‬ ‫)92:4002,‪(Phillips‬‬

‫• ﻨﻅﺭﺓ ﻋﺎﻤﺔ ﻋﻥ ﺍﻟﻤﺸﺭﻭﻉ ﻭﺨﻠﻔﻴﺔ ﺍﻟﻤﺸﺭﻭﻉ .‬ ‫• ﺍﺴﺘﻌﺭﺍﺽ ﺍﻟﻨﺘﺎﺌﺞ .‬ ‫• ﺍﺴﺘﻌﺭﺍﺽ ﺍﻟﺠﻤﻬﻭﺭ ﺍﻟﻤﺴﺘﻬﺩﻑ.‬ ‫• ﻤﺤﺎﻓﻅ ﺍﻟﺸﺭﻜﺔ ‪.Portfolio‬‬ ‫• ﺍﻷﻋﻤﺎل ﻭﺍﻷﻫﺩﺍﻑ ﻭﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ .‬ ‫• ﻨﻁﺎﻕ ﺍﻟﻤﺸﺭﻭﻉ، ﻭﺍﻟﺠﺩﻭل ﺍﻟﺯﻤﻨﻲ ﻭﺍﻟﻤﻴﺯﺍﻨﻴﺔ ) ﻓﻲ ﺠﻤﻴﻊ ﺍﻟﻤﺭﺍﺤل(.‬ ‫• ﺒﻴﺎﻨﺎﺕ ﻭﻤﻌﻠﻭﻤﺎﺕ ﺍﻻﺒﺤﺎﺙ.‬ ‫• ﺍﻟﺘﻭﺜﻴﻕ.‬ ‫ﻭﻴﺒﻴﻥ ﺍﻟﻨﻤﻭﺫﺝ ﺍﻟﺘﺎﻟﻲ ﻭﺼﻔﹰ ﻟﻠﻌﻤل ﺘﺒﻌ ﹰ ﻟﻤﺭﺍﺤﻠﻪ ﺍﻟﺭﺌﻴﺴﻴﺔ ﻭﺤﺴﺏ ﺨﻁﺔ ﺍﻟﻤﻌﻬﺩ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﺍﻟﻤﻠﻜﻲ ﺍﻟﺒﺭﻴﻁﺎﻨﻲ ﻟﻠﻤﻬﻨﺩﺴﻴﻥ ﺍﻟﻤﻌﻤﺎﺭﻴﻴﻥ. ﻭﻫﻭ ﺍﻟﻤﻌﺘﺭﻑ ﺒﻪ ﻓﻲ ﺠﻤﻴﻊ ﺃﻨﺤﺎﺀ ﻗﻁﺎﻉ‬
‫ﺍﻟﺒﻨﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﺒﺎﻋﺘﺒﺎﺭﻩ ﻨﻤﻭﺫﺠ ﹰ ﻹﻁﺎﺭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻟﻠﻤﺸﺎﺭﻴﻊ. )611:6002,‪(Best‬‬ ‫ﺎ‬

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‫43‬

‫1(ﺍﻟﺒﺩﺍﻴﺔ‬
‫21(ﺍﻟﺘﻐﺫﻴﺔ‬ ‫ﺍﻟﺭﺍﺠﻌﺔ‬ ‫11(ﺍﻻﻨﺘﻬﺎﺀ‬ ‫ﺍﻻﻜﺘﻤﺎل‬

‫2(ﺍﻟﺠﺩﻭﻯ‬ ‫ﺍﻟﻤﻼﺌﻤﺔ‬

‫ﺍﻟﺘﺼﻤﻴﻡ‬
‫ﻤﺴﺎﺡ‬

‫ﻓﺭﻴﻕ‬

‫ﻤﻌﻤﺎﺭﻴﻴﻥ‬

‫ﺍﻟﻤﺨﻁﻁﺎﺕ‬ ‫ﻤﺩﻴﺭ‬
‫ﻤﻬﻨﺩﺴﻴﻥ‬

‫3(ﺇﻗﺘﺭﺍﺡ‬

‫01(ﺍﻟﻌﻤﻠﻴﺎﺕ‬ ‫ﻓﻲ ﺍﻟﻤﻭﻗﻊ‬

‫ﺍﻟﻤﻭﺍﻗﻊ‬

‫ﺍﻟﻤﺸﺭﻭﻉ‬

‫ﻭ ﺍﻟﺯﺒﻭﻥ‬ ‫ﺼﻭﺘﻴﺎ‬
‫ﺇﺴﺘﺸﺎﺭﻱ‬

‫4(ﻤﺨﻁﻁ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬

‫9(ﺘﺨﻁﻴﻁ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ‬

‫ﺕ‬

‫ﺘﺨﻁﻴﻁ‬

‫ﺍﻟﺘﻜﻠﻔﺔ‬

‫5(ﺘﻔﺎﺼﻴل‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬

‫8(ﺇﺠﺭﺍﺀ‬ ‫ﺍﻟﻌﻁﺎﺀ‬ ‫7(ﻓﻭﺍﺘﻴﺭ‬ ‫ﺍﻟﻜﻤﻴﺎﺕ‬

‫6(ﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻹﻨﺘﺎﺝ‬

‫ﻤﻠﺨﺹ/ﻤﻭﺠﺯ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫‪ Brief‬ﻻ ﻴﻨﺒﻐﻲ ﺘﻌﺩﻴﻠﻪ‬ ‫ﺒﻌﺩ ﻫﺫﻩ ﺍﻟﻨﻘﻁﺔ.‬

‫ﺃﻱ ﺘﻐﻴﻴﺭ ﻓﻲ ﺍﻟﻤﻭﻗﻊ ﻭﺍﻟﺤﺠﻡ‬ ‫ﺸﻜل ) 5 (: ﺍﻟﻤﺭﺍﺤل ﺍﻟﺭﺌﻴﺴﺔ ﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﻤﻌﻤﺎﺭﻴﺔ‬
‫ﺍﻟﻤﺼﺩﺭ:)611:6002,‪(Best‬‬

‫ﻭﺍﻟﺸﻜل ﺃﻭ ﺍﻟﺘﻜﻠﻔﺔ ﺒﻌﺩ ﻫﺫﻩ‬ ‫ﺍﻟﻨﻘﻁﺔ ﺴﻭﻑ ﻴﺅﺩﻱ ﺇﻟﻰ‬ ‫ﺇﺤﺒﺎﻁ ﺍﻟﻌﻤل.‬

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‫53‬ ‫وﻇﯿﻔﺔ إدارة اﻟﺘﺼﻤﯿﻢ ﻋﻠﻰ اﻟﻤﺴﺘﻮى اﻟﺘﻜﺘﯿﻜﻲ )اﻷﻋﻤﺎل(‬ ‫ﻫﻭ ﺇﻨﺸﺎﺀ ﻫﻴﻜل ﻟﻠﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﺸﺭﻜﺔ، ﻭﻴﺘﻀﻤﻥ ﺇﺩﺍﺭﺓ ﺃﻗﺴﺎﻡ ﺍﻟﺘﺼﻤﻴﻡ، ﻭﻤلﺀ‬ ‫ﺍﻟﻔﺠﻭﺓ ﺒﻴﻥ ﻤﻬﻤﺎﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺘﺸﻐﻴﻠﻲ ﻭﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ، ﻭﺍﻟﺠﺩﻭل ﺍﻵﺘﻲ ﻴﺒﻴﻥ ﺍﻟﻌﻨﺎﺼﺭ‬ ‫ﺍﻟﺘﻲ ﺘﺘﻌﺎﻤل ﻤﻌﻬﺎ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ:‬ ‫ﺠﺩﻭل )2(: ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺘﻲ ﺘﺘﻌﺎﻤل ﻤﻌﻬﺎ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ‬
‫ﺍﻟﺘﻁﺒﻴﻕ‬ ‫• ﺘﻨﺴﻴﻕ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻀﻤﻥ ﻗﺴﻡ‬ ‫ﺍﻟﺘﺴﻭﻴﻕ، ﻭﻗﺴﻡ ﺍﻹﺘﺼﺎﻻﺕ ﻭﺍﻻﺒﺘﻜﺎﺭﺍﺕ.‬ ‫• ﺘﻌﺭﻴﻑ ﺴﻴﺎﺴﺔ ﺍﻟﺠﻭﺩﺓ.‬ ‫• ﻫﻴﻜﻠﺔ ﺍﻟﺘﺼﻤﻴﻡ )ﺍﻹﺩﺍﺭﺓ( ﻭﺍﻷﺩﻭﺍﺕ.‬ ‫• ﺘﻜﻴﻑ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻟﻌﻤﻠﻴﺎﺕ ﺍﻻﺒﺘﻜﺎﺭ.‬ ‫• ﺘﻁﺒﻴﻕ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﺩﺍﺨﻠﻴﺔ ﻟﻠﺘﺼﻤﻴﻡ.‬ ‫• ﺘﺭﺴﻴﺦ ﺩﻭﺭ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻻﺒﺘﻜﺎﺭ.‬ ‫• ﺃﻥ ﺘﺒﻘﻰ ﻀﻤﻥ ﺨﻁﺔ ﺍﻟﻤﻴﺯﺍﻨﻴﺔ.‬ ‫• ﺍﻟﺘﺄﻜﻴﺩ ﻋﻠﻰ ﻓﻬﻡ ﺍﻟﺘﺼﻤﻴﻡ ﺒﻴﻥ ﺍﻟﺸﺭﻜﺎﺀ.‬ ‫• ﺇﻨﺸﺎﺀ ﺨﻁﻁ ﺍﻟﺘﺴﻭﻴﻕ، ﻭﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻹﻨﺘﺎﺝ.‬ ‫ﺍﻟﻬﻴﻜل‬ ‫‪Structure‬‬ ‫ﺍﻟﺘﻤﻭﻴل‬ ‫‪Finances‬‬ ‫ﺍﻟﻤﻭﺍﺭﺩ ﺍﻟﺒﺸﺭﻴﺔ‬ ‫‪Human resources‬‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫‪Information‬‬ ‫ﺍﻷﺒﺤﺎﺙ ﻭﺍﻟﺘﻁﻭﻴﺭ‬ ‫‪Research& development‬‬ ‫ﺍﻹﺘﺼﺎﻻﺕ‬ ‫‪Communications‬‬ ‫ﺍﻟﻤﺼﺩﺭ:)732 – 632:3002,‪(Borja de Mozota‬‬ ‫ﺍﻟﺘﻜﺘﻴﻜﻲ‬ ‫)ﺍﻷﻋﻤﺎل(‬ ‫• ﺘﻘﺩﻴﻡ ﻭﺘﻁﻭﻴﺭ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﻌﺎﻤﺔ.‬ ‫ﺍﻟﻤﺴﺘﻭﻯ‬ ‫ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫‪Strategy‬‬ ‫ﺍﻟﺘﺨﻁﻴﻁ‬ ‫‪Planning‬‬ ‫ﺍﻟﻤﺴﺘﻭﻯ‬ ‫ﺍﻟﻭﻅﻴﻔﺔ‬

‫• ﺘﻨﻅﻴﻡ ﻟﻐﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺨﻼل ﺘﺩﺭﻴﺒﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺇﻨﺸﺎﺀ ﻋﻤﻠﻴﺔ ﺍﻟﻔﻬﻡ ﻭﺍﻻﻨﺘﺒﺎﻩ ﻟﻠﻘﺭﺍﺭﺍﺕ ﺍﻟﻭﺍﻋﻴﺔ‬ ‫ﻓﻲ ﻜل ﻤﺭﺍﺤل ﺍﻟﻤﺸﺭﻭﻉ.‬ ‫• ﺘﺤﻭﻴل ﻨﻅﺭﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺇﻟﻰ ﺃﺩﻭﺍﺕ ﺍﻟﺒﺤﺙ‬ ‫ﺍﻟﻌﻠﻤﻲ.‬

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‫63‬ ‫3( إدارة اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻟﻤﺴﺘﻮى اﻟﺘﺸﻐﯿﻠﻲ:‬ ‫ﻭﻴﺘﺠﻠﻰ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺸﻜل ﻤﺎﺩﻱ ﻭﻤﻠﻤﻭﺱ ﻋﻠﻰ ﺸﻜل ﻤﻨﺘﺠﺎﺕ ﺃﻭ ﺨﺩﻤﺎﺕ ﺃﻭ ﻤﺒﺎ ٍ ﺃﻭ‬ ‫ﻥ‬ ‫ﺨﺒﺭﺍﺕ ﻓﻲ ﺘﻨﻔﻴﺫ ﺍﻟﻤﺸﺭﻭﻉ، ﻭﺤﻴﻨﻬﺎ ﻴﺴﺘﻁﻴﻊ ﺍﻟﻌﻤﻴل ﻓﻌ ﹰ ﺘﻠﻤﺱ ﺍﻟﺘـﺼﻤﻴﻡ. ﻓﻔـﻲ ﻤﺭﺤﻠـﺔ‬ ‫ﻼ‬ ‫ﺍﻟﻤﺸﺎﺭﻴﻊ ﻴﺠﺏ ﻋﻠﻰ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺘﺭﻜﻴﺯ ﻋﻠﻰ ﻤـﺩﻯ ﻓﻌﺎﻟﻴـﺔ ﻋﻤﻠﻴـﺎﺕ ﺍﻟﺘـﺼﻤﻴﻡ، ﻭﻓﺭﻴـﻕ‬ ‫ﺍﻟﻤﺼﻤﻤﻴﻥ، ﻭﻤﺸﺎﺭﻴﻊ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﻤﺴﺘﻘﻠﺔ. ﺇﻥ ﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺘﺸﻐﻴﻠﻲ ﻴﺭﻜﺯ ﻋﻠـﻰ ﻜﻴﻔﻴـﺔ‬ ‫ﻤﺴﺎﻫﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ)ﺍﻷﻋﻤﺎل( ﻭﻤﺴﺘﻭﻯ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ ﻜﺈﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﻭﺘﻌﺘﻤﺩ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻷﻋﻤﺎل ﺍﻟﻨﺎﺠﺤﺔ ﺇﻟﻰ ﺤﺩ ﻜﺒﻴﺭ ﻋﻠﻰ ﺍﻟﻘﺭﺍﺭﺍﺕ ﺍﻟﻤﺘﺨﺫﺓ ﻭﺍﻟﻨﺸﺎﻁﺎﺕ ﺍﻟﺘﻲ‬
‫ﺤﺩﺜﺕ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﺸﻐﻴﻠﻲ. )93:0002,‪(Joziasse‬‬

‫ﻭﻹﺩﺍﺭﺓ ﺍﻟﻤﺸﺎﺭﻴﻊ ﻓﻲ ﻫﺫﻩ ﺍﻟﻤﺭﺤﻠﺔ ﺩﻭﺭ ﻜﺒﻴﺭ ﻓﻲ ﺘﺭﺠﻤﺔ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻭﺍﻟﻌﻤﻠﻴﺎﺕ ﺇﻟﻰ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻟﻨﻬﺎﺌﻴﺔ ) ﺍﻟﻤﻨﺘﺞ / ﻤﺸﺭﻭﻉ ﺍﻟﺒﻨﺎﺀ(. ﻭﻫﺫﺍ ﻴﻨﻁﻭﻱ ﻋﻠﻰ ﺍﻟﺘﺨﻁﻴﻁ‬ ‫ﻭﺍﻟﺘﻨﺴﻴﻕ ﺒﻴﻥ ﺍﻟﻌﻤل ﻭﺃﺼﺤﺎﺏ ﺭﺅﻭﺱ ﺍﻷﻤﻭﺍل ﻭﺍﻟﺤﺼﻭل ﻋﻠﻰ ﺍﻟﻤﻭﺍﺭﺩ ﺍﻟﻼﺯﻤﺔ ﻟﺒﻨﺎﺀ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ. ﻀﻤﻥ ﺍﻟﻭﻗﺕ ﺍﻟﻤﺤﺩﺩ ﻭﻀﻤﻥ ﺍﻟﻤﻴﺯﺍﻨﻴﺔ، ﻭﺫﻟﻙ ﻟﻠﺤﻔﺎﻅ ﻋﻠﻰ ﺤﺴﻥ ﺍﻟﻌﻼﻗﺎﺕ ﻤﻊ‬
‫ﺍﻟﻌﻤﻼﺀ ﻓﻲ ﺠﻤﻴﻊ ﻤﺭﺍﺤل ﻫﺫﻩ ﺍﻟﻌﻤﻠﻴﺔ.)841:6002,‪(Best‬‬ ‫ﺗﺨﻄﯿﻂ اﻟﻤﺸﺮوع: ‪Project Planning‬‬

‫ﻋﻨﺩ ﺍﻟﺘﺨﻁﻴﻁ ﻟﺘﻨﻔﻴﺫ ﺍﻟﻤﺸﺎﺭﻴﻊ ﺒﺎﻟﺘﺸﺎﻭﺭ ﻤﻊ ﻓﺭﻴﻕ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻟﻌﻤﻴل، ﻴﻘﻭﻡ ﻤﺩﻴﺭ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ ﺒﺘﻘﺩﻴﺭ ﺍﻟﻌﻤل ﺍﻟﺫﻱ ﻴﺤﺘﺎﺠﻪ ﺍﻟﻤﺸﺭﻭﻉ، ﻭﻴﺤﺩﺩ ﻤﺩﺓ ﺍﻟﻌﻘﺩ ﻟﻠﺘﻨﻔﻴﺫ ﺃﻤﺎ ﺍﻷﺩﻭﺍﺭ‬ ‫ﻭﺍﻟﻤﺴﺅﻭﻟﻴﺎﺕ ﻓﻴﺘﻡ ﺘﻜﻠﻴﻔﻬﺎ ﺭﺴﻤﻴ ﹰ، ﻟﻠﻌﻤﻼﺀ ﻭﻟﻔﺭﻴﻕ ﺍﻟﻌﻤل. ﻭﺘﺅﻜﺩ ﺍﻹﺘﻔﺎﻗﻴﺔ ﻋﻠﻰ ﺴﺭﻴﺔ‬ ‫ﺎ‬ ‫ﺒﻴﺎﻨﺎﺘﻬﺎ ﻭﺘﻠﺒﻴﺔ ﺍﺤﺘﻴﺎﺠﺎﺕ ﻜل ﻁﺭﻑ. ﻭﻋﻠﻴﻪ ﻓﺈﻥ ﺍﻟﻤﺸﺎﺭﻴﻊ ﻴﻤﻜﻥ ﺘﺭﺘﻴﺒﻬﺎ ﻀﻤﻥ ﺨﻤﺱ ﻨﻘﺎﻁ‬ ‫ﺭﺌﻴﺴﺔ ﻟﺘﺤﺩﻴﺩ ﻨﺸﺎﻁﻬﺎ ﻭﻫﻲ:‬

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‫73‬ ‫ﺃﻭ ﹰ: ﻴﻨﺒﻐﻲ ﻋﻠﻰ ﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ/ﺍﻟﻤﺸﺭﻭﻉ ﺃﻥ ﻴﺅﻜﺩ ﻋﻠﻰ ﺍﻟﻤﻭﺍﻓﻘﺔ ﺍﻟﻨﻬﺎﺌﻴﺔ ﻟﻤﻠﺨﺹ‬ ‫ﻻ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ ﻤﻥ ﻗﺒل ﺍﻟﻌﻤﻴل ﻭﻓﺭﻴﻕ ﺍﻟﺘﺼﻤﻴﻡ. ﻭﻴﺘﻡ ﺘﺤﻘﻴﻕ ﺫﻟﻙ ﻋﻥ ﻁﺭﻴﻕ ﺘﺠﺯﺌﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺃﻭ‬ ‫ﻤﻠﺨﺹ ﺍﻟﻤﺸﺭﻭﻉ ﺇﻟﻰ ﻤﺭﺍﺤل ﻟﺘﺴﻬﻴل ﺇﺩﺍﺭﺓ ﺍﻟﻤﺸﺭﻭﻉ. ﻭﻋﻠﻰ ﻤﺩﻴﺭ ﺍﻟﻤﺸﺭﻭﻉ ﺃﻥ ﻴﺘﺄﻜﺩ ﻤﻥ‬ ‫ﻤﻨﻬﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ ﻭﺠﻭﺍﻨﺏ ﺍﻟﺘﻁﻭﺭ ﻭﻤﺭﺍﺤل ﺍﻟﺘﻨﻔﻴﺫ ﺍﻟﺘﻲ ﺘﻜﻭﻥ ﻤﺘﺴﻠﺴﻠﺔ ﺤﺴﺏ ﻤﺎ‬ ‫ﻴﺘﻡ ﺘﻨﻔﻴﺫﻩ ﺃﻭ ﹰ.‬ ‫ﻻ‬ ‫ﺜﺎﻨﻴ ﹰ: ﻴﺠﺏ ﻋﻠﻰ ﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ/ﺍﻟﻤﺸﺭﻭﻉ ﺃﻥ ﻴﻌﻤل ﻋﻠﻰ ﺘﺤﻠﻴل ﺍﻷﻋﻤﺎل ﺍﻟﺘﻲ ﺴﺘﻁﺒﻕ‬ ‫ﺎ‬ ‫ﺩﺍﺨل ﻜل ﻤﺭﺤﻠﺔ ﻤﻥ ﻤﺭﺍﺤل ﺍﻟﻤﺸﺭﻭﻉ ﺍﺒﺘﺩﺍ ‪ ‬ﻤﻥ ﺃﺼﻐﺭ ﺍﻟﻤﻬﺎﻡ ﻭﺍﻷﻨﺸﻁﺔ، ﻭﺍﻟﻌﻤل ﻋﻠﻰ‬ ‫ﺀ‬ ‫ﺘﺭﺘﻴﺏ ﺃﻭﻟﻭﻴﺎﺕ ﺍﻟﻤﻬﺎﻡ ﻭﺘﻘﺩﻴﺭ ﺍﻟﻭﻗﺕ ﺍﻟﻼﺯﻡ ﻹﻨﺠﺎﺯ ﻜل ﻤﻨﻬﺎ. ﻫﺫﺍ ﺍﻟﺘﺭﺍﺒﻁ ﻴﺴﺎﻋﺩ ﻋﻠﻰ‬ ‫ﺭﺼﺩ ﺤﺎﻻﺕ ﺍﻟﺘﺄﺨﻴﺭ ﻓﻲ ﻤﺭﺍﺤل ﺍﻟﻤﺸﺭﻭﻉ.‬ ‫ﻼ‬ ‫ﺜﺎﻟﺜ ﹰ: ﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺤﺎﺠﺔ ﺇﻟﻰ ﺍﻟﺘﺄﻜﺩ ﻤﻥ ﺃﻥ ﺍﻟﺠﻤﻴﻊ ﻴﺩﺭﻜﻭﻥ ﻤﺴﺅﻭﻟﻴﺎﺘﻬﻡ، ﻓﻀ ﹰ‬ ‫ﺎ‬ ‫ﻋﻥ ﻀﻤﺎﻥ ﺍﻟﻭﻗﺕ ﺍﻟﻤﻘﺩﺭ ﻟﻜل ﻤﺭﺤﻠﺔ ﻤﻥ ﻤﺭﺍﺤل ﺍﻟﻤﺸﺭﻭﻉ. ﻭﻓﺘﺭﺓ ﺍﻟﺴﻤﺎﺡ ﺍﻟﻭﺍﻗﻌﻴﺔ ﻭﻟﻜل‬ ‫ﻤﻬﻤﺔ.‬ ‫ﺭﺍﺒﻌ ﹰ: ﻴﻨﺒﻐﻲ ﻋﻠﻰ ﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ/ﺍﻟﻤﺸﺭﻭﻉ ﺃﻥ ﻴﺤﺩﺩ ﺍﺤﺘﻴﺎﺠﻪ ﻷﻱ ﻤﻭﺍﺭﺩ ﺇﻀﺎﻓﻴﺔ ﻭﺃﻥ‬ ‫ﺎ‬ ‫ﻴﺸﺭﻙ ﺃﺼﺤﺎﺏ ﺭﺅﻭﺱ ﺍﻷﻤﻭﺍل ﻻﺴﺘﻜﻤﺎل ﺍﻟﻤﺸﺭﻭﻉ. ﻭﻜﻤﺎ ﻴﺠﺏ ﺘﺤﺩﻴﺩ ﺍﻟﻤﻌﺎﻟﻡ ﺍﻟﺭﺌﻴﺴﻴﺔ‬ ‫ﺍﻟﻬﺎﻤﺔ ﻤﺜل ﺍﻟﻤﻭﺍﻋﻴﺩ ﺍﻟﻨﻬﺎﺌﻴﺔ ﻭﺍﻵﺭﺍﺀ ﻭﺍﻟﻌﺭﻭﺽ ﺍﻟﻤﺒﺩﺌﻴﺔ. ﻭﺍﻟﺘﻲ ﺴﺘﻜﻭﻥ ﺒﻤﺜﺎﺒﺔ ﻨﻘﻁﺔ ﻤﻔﻴﺩﺓ‬ ‫ﻟﺘﻘﻴﻴﻡ ﺍﻟﺘﻘﺩﻡ ﺍﻟﻔﻌﻠﻲ ﻟﻠﻤﺸﺭﻭﻉ ﻀﻤﻥ ﺨﻁﺔ ﺍﻟﻤﺸﺭﻭﻉ، ﻭﻋﻠﻰ ﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ/ﺍﻟﻤﺸﺭﻭﻉ ﻋﻘﺩ‬ ‫ﺍﺠﺘﻤﺎﻋﺎﺕ ﻟﻤﺭﺍﺠﻌﺔ ﺍﻟﻤﺸﺭﻭﻉ ﻟﻤﻌﺭﻓﺔ ﺍﻟﺘﻘﺩﻡ ﺍﻟﻤﺤﺭﺯ ﺴﻭﺍﺀ ﺃﻜﺎﻥ ﺩﺍﺨﻠﻴ ﹰ ﻤﻊ ﻓﺭﻴﻕ ﺍﻟﺘﺼﻤﻴﻡ،‬ ‫ﺎ‬ ‫ﺃﻭ ﺨﺎﺭﺠﻴ ﹰ ﻤﻊ ﻓﺭﻴﻕ ﺍﻟﻌﻤﻴل.‬ ‫ﺎ‬

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‫83‬ ‫ﻭﺃﺨﻴﺭﹰ، ﻴﻨﺒﻐﻲ ﻋﻠﻰ ﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ /ﺍﻟﻤﺸﺭﻭﻉ ﺇﻨﺸﺎﺀ ﻤﻠﻑ ﺍﻟﻤﺸﺭﻭﻉ، ﻭﻀﻤﺎﻥ ﻓﻬﻡ ﺍﻟﻔﺭﻴﻕ‬ ‫ﺍ‬ ‫ﺒﻨﻅﺎﻡ ﺘﺩﻓﻕ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺃﻭ ﺍﻟﻭﺜﺎﺌﻕ ﻭﺤﻔﻅ ﺍﻟﺴﺠﻼﺕ، ﻭﺍﻷﻤﻭﺭ ﺍﻹﺩﺍﺭﻴﺔ. ﻓﻤﺩﻴﺭ ﺍﻟﻤﺸﺭﻭﻉ ﻫﻭ‬ ‫ﺍﻟﻤﺴﺅﻭل ﻋﻥ ﺍﻟﺘﺄﻜﺩ ﻤﻥ ﺘﺩﻓﻕ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺒﻴﻥ ﺍﻟﻌﻤﻼﺀ ﻭﻓﺭﻴﻕ ﺍﻟﺘﺼﻤﻴﻡ، ﻭﺘﻭﺴﻴﻁ ﺍﻟﻘﺭﺍﺭ،‬
‫ﻭﺘﺯﻭﻴﺩ ﺍﻟﻘﻴﺎﺩﺓ ﻭﺍﻟﺘﻭﺠﻴﻪ ﻭﺼﻨﻊ ﺍﻟﻘﺭﺍﺭ ﻓﻲ ﺍﻟﻤﺭﺍﺤل ﺍﻟﺭﺌﻴﺴﻴﺔ. )051:6002,‪(Best‬‬

‫ﻴﻌﺘﺒﺭ ﻭﺠﻭﺩ ﻨﻅﺎﻡ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﻭﺍﻟﺘﻐﺫﻴﺔ ﺍﻟﺭﺍﺠﻌﺔ ﻤﻥ ﺍﻟﺭﻜﺎﺌﺯ ﺍﻟﻤﻬﻤﺔ ﻭﺍﻷﺴﺎﺴﻴﺔ ﺍﻟﺘﻲ‬ ‫ﺘﻌﺘﺒﺭ ﻤﻥ ﺃﻜﺜﺭ ﺍﻟﻌﻭﺍﻤل ﺍﻟﻬﺎﺩﻓﺔ ﻟﺘﺤﻘﻴﻕ ﻨﺠﺎﺡ ﺍﻟﻤﻨﻅﻤﺔ ﻭﻨﺠﺎﺡ ﺍﻟﻤﺸﺭﻭﻉ، ﻓﺎﺘﺨﺎﺫ ﺍﻟﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﻟﺼﺎﺌﺒﺔ ﻴﺭﺘﺒﻁ ﺒﺸﻜل ﺩﻗﻴﻕ ﺒﺘﻭﻓﺭ ﺍﻟﺒﻴﺎﻨﺎﺕ ﻭﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺍﻟﺼﺤﻴﺤﺔ ﺍﻟﺘﻲ ﻴﺘﻁﻠﺒﻬﺎ ﺍﻟﻨﺠﺎﺡ‬ ‫ﺍﻟﻤﺴﺘﻬﺩﻑ ﻓﻲ ﺍﻟﻤﺸﺭﻭﻉ، ﻜﻤﺎ ﺃﻥ ﺍﺴﺘﻤﺭﺍﺭﻴﺔ ﺍﻟﺘﺤﺴﻴﻥ ﻭﺍﻟﺘﻁﻭﻴﺭ ﻴﻘﺘﺭﻥ ﺒﺸﻜل ﻓ ‪‬ﺎل ﺒﺎﻟﺘﺩﻓﻕ‬ ‫ﻌ‬
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺘﻲ ﻭﺃﻨﻅﻤﺔ ﺍﻻﺴﺘﺭﺠﺎﻉ ﺍﻟﻔﻌﺎﻟﺔ. )091:8002,‪(Reigle‬‬

‫ﻣﮭﺎم إدارة اﻟﺘﺼﻤﯿﻢ ﻓﻲ اﻟﻤﺴﺘﻮى اﻟﺘﺸﻐﯿﻠﻲ:‬ ‫ﺇﻥ ﺍﻟﻬﺩﻑ ﻤﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﺸﻐﻴﻠﻲ ﻫﻭ ﺇﻨﺠﺎﺯ ﺍﻷﻫﺩﺍﻑ ﺍﻟﻤﻌﺩﺓ ﻤﻥ‬ ‫ﻗﺒل ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻲ، ﻭﺍﻟﺠﺩﻭل ﺍﻵﺘﻲ ﻴﻅﻬﺭ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺘﻲ ﺘﺘﻌﺎﻤل‬
‫ﻤﻌﻬﺎ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﺸﻐﻴﻠﻲ:‬

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‫ﺍﻟﺘﻁﺒﻴﻕ‬ ‫• ﺘﺭﺠﻤﺔ ﺍﻟﺭﺅﻴﺎ ﺇﻟﻰ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ.‬ ‫• ﺘﻌﺭﻴﻑ ﺍﻟﺩﻭﺭ ﺍﻟﺫﻱ ﻴﻠﻌﺒﻪ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ‬ ‫ﻤﻠﺨﺹ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ‬ ‫• ﺘﺭﺠﻤﺔ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺍﺘﺨﺎﺫ ﻗﺭﺍﺭﺍﺕ ﻋﻥ ﺠﻭﺩﺓ ﺍﻟﻤﻨﺘﺞ / ﺍﻟﻤﺸﺭﻭﻉ‬ ‫ﻭﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺴﻴﺎﺴﺎﺕ‬ ‫• ﺘﻌﺭﻴﻑ‬ ‫ﻭﺨﺒﺭﺍﺕ ﺍﻟﻤﺴﺘﻬﻠﻙ / ﺍﻟﻌﻤﻴل.‬ ‫ﺍﻟﻌﻼﻤﺔ ﺍﻟﺘﺠﺎﺭﻴﺔ.‬ ‫ﺍﻟﺘﺨﻁﻴﻁ‬ ‫‪Planning‬‬ ‫ﺍﻟﻤﺴﺘﻭﻯ‬ ‫ﺍﻟﻤﺴﺘﻭﻯ‬ ‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫‪Strategy‬‬ ‫ﺍﻟﻭﻅﻴﻔﺔ‬

‫ﻭﺍﻻﺘﺼﺎﻻﺕ ﻭﺍﻟﻌﻼﻤﺎﺕ ﺍﻟﺘﺠﺎﺭﻴﺔ.‬ ‫• ﺘﻌﺭﻴﻑ ﻓﺭﻕ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻷﺸﺨﺎﺹ ﺍﻟﺫﻴﻥ ﻫﻡ‬ ‫ﻋﻠﻰ ﺍﺘﺼﺎل ﻤﻊ ﺍﻟﻤﺼﻤﻤﻴﻥ.‬ ‫• ﺨﻠﻕ ﺒﻴﺌﺔ ﻤﻨﺎﺴﺒﺔ ﻟﻠﻘﻴﺎﺩﺓ ﻭ ﺍﻹﺒﺩﺍﻉ.‬ ‫• ﺇﺩﺍﺭﺓ ﻤﻴﺯﺍﻨﻴﺎﺕ ﺒﻤﺸﺎﺭﻴﻊ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺘﻘﻴﻴﻡ ﺘﻜﺎﻟﻴﻑ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫• ﺘﻁﻭﻴﺭ ﺍﻟﻜﻔﺎﺀﺍﺕ.‬ ‫• ﺇﻋﻁﺎﺀ ﻤﻌﻠﻭﻤﺎﺕ ﻟﻤﺩﻴﺭﻱ ﺍﻹﻨﺘﺎﺝ / ﻟﻤﺸﺭﻭﻉ‬ ‫• ﺇﻨﺸﺎﺀ ﺃﻫﺩﺍﻑ ﻟﻠﻤﻨﻅﻤﺔ ﻤﻔﻬﻭﻤﺔ ﻟﻠﻤﺼﻤﻤﻴﻥ.‬ ‫• ﺇﻨﺸﺎﺀ ﻤﻭﺍﺼﻔﺎﺕ ﻭﻤﻘﺎﻴﻴﺱ ﻟﺘﻘﻴﻴﻡ ﻤﻌﺎﻴﻴﺭ‬ ‫• ﺘﺨﻔﻴﺽ ﺘﻜﺎﻟﻴﻑ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺍﻟﻤﻭﺍﺭﺩ ﺍﻟﺒﺸﺭﻴﺔ‬ ‫‪Human resources‬‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫‪Information‬‬ ‫ﺍﻷﺒﺤﺎﺙ ﻭﺍﻟﺘﻁﻭﻴﺭ‬ ‫‪Research&development‬‬ ‫ﺍﻹﺘﺼﺎﻻﺕ‬ ‫‪Communications‬‬ ‫ﺍﻟﻤﺼﺩﺭ:)312:3002,‪(Borja de Mozota‬‬ ‫ﺍﻟﺘﻤﻭﻴل‬ ‫‪Finances‬‬ ‫ﺍﻟﻬﻴﻜل‬ ‫‪Structure‬‬ ‫ﺍﻟﺘﺸﻐﻴﻠﻲ‬

‫ﻭﻤﺩﻴﺭﻱ ﺍﻟﺘﻨﻔﻴﺫ.‬

‫ﺍﻟﺘﺼﻤﻴﻡ‬

‫ﺠﺩﻭل )3(: ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺘﻲ ﺘﺘﻌﺎﻤل ﻤﻌﻬﺎ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﺸﻐﻴﻠﻲ‬

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‫04‬

‫2-3 اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬
‫2-3-1 ﻣﻘﺪﻣﺔ‬ ‫ﻣﻔﮭﻮم وأھﻤﯿﺔ اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫ﺘﻤﺜل ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ )‪ (Competitive Advantage‬ﺍﻟﻘﺎﻋﺩﺓ ﺍﻷﺴﺎﺴﻴﺔ ﺍﻟﺘﻲ ﻴﺭﺘﻜﺯ ﻋﻠﻴﻬﺎ‬ ‫ﺃﺩﺍﺀ ﺍﻟﻤﻨﻅﻤﺔ، ﻭﻤﻥ ﺍﻟﻨﺎﺩﺭ ﺃﻥ ﺘﻤﺘﻠﻙ ﻤﻨﻅﻤﺎﺕ ﺍﻷﻋﻤﺎل ﺴﺒﻘﹰ ﺘﻨﺎﻓﺴﻴﹰ ﻓﻲ ﺠﻤﻴﻊ ﺍﻟﻤﺠﺎﻻﺕ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﻗﻴﺎﺴ ﹰ ﻟﻠﻤﻨﺎﻓﺴﻴﻥ ﺍﻵﺨﺭﻴﻥ، ﻨﻅﺭﹰ ﻟﻤﺤﺩﻭﺩﻴﺔ ﻤﻭﺍﺭﺩ ﺍﻟﻤﻨﻅﻤﺔ، ﻭ/ﺃﻭ ﻫﻴﻜﻠﻬﺎ ﺍﻟﺘﻨﻅﻴﻤﻲ ﻭﺜﻘﺎﻓﺘﻬﺎ‬ ‫ﺍ‬ ‫ﺎ‬ ‫ﻭﺇﺴﺘﺭﺍﺘﻴﺠﻴﺘﻬﺎ. ﺇﻻ ﺃﻥ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺒﺸﻜل ﻋﺎﻡ ﺘﻌﺘﺒﺭ ﻤﻔﺘﺎﺤ ﹰ ﻟﻨﺠﺎﺡ ﺍﻟﻤﻨﻅﻤﺎﺕ.‬ ‫ﺎ‬ ‫أھﻤﯿﺔ اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫ﺇﻥ ﺃﻫﻤﻴﺔ ﺍﻟﻤﻴﺯﺍﺕ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻟﻠﻤﻨﻅﻤﺔ ﺘﻅﻬﺭ ﻤﻥ ﺨﻼل:‬ ‫§ ﺃﻨﻬﺎ ﺘﻌﻁﻲ ﺘﻔﻭﻗ ﹰ ﻨﻭﻋﻴ ﹰ ﻭﻜﻤﻴ ﹰ ﻭﺃﻓﻀﻠﻴﺔ ﻋﻠﻰ ﺍﻟﻤﻨﺎﻓﺴﻴﻥ، ﻭﺒﺎﻟﺘﺎﻟﻲ ﺘﺘﻴﺢ ﻟﻬﺎ ﺘﺤﻘﻴﻕ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﻨﺘﺎﺌﺞ ﻋﺎﻟﻴﺔ.‬ ‫§ ﺘﺠﻌل ﻤﻨﻅﻤﺔ ﺍﻷﻋﻤﺎل ﻤﺘﻔﻭﻗﺔ ﻓﻲ ﺍﻷﺩﺍﺀ ﺃﻭ ﻓﻲ ﻗﻴﻤﺔ ﻤﺎ ﺘﻘﺩﻤﻪ ﻟﻠﻌﻤﻼﺀ ﺃﻭ ﺍﻻﺜﻨﻴﻥ‬ ‫ﻤﻌ ﹰ.‬ ‫ﺎ‬ ‫§ ﺘﺴﺎﻫﻡ ﻓﻲ ﺍﻟﺘﺄﺜﻴﺭ ﺍﻹﻴﺠﺎﺒﻲ ﻓﻲ ﺇﺩﺭﺍﻙ ﺍﻟﻌﻤﻼﺀ، ﻭﺒﺎﻗﻲ ﺍﻟﻤﺘﻌﺎﻤﻠﻴﻥ ﻤﻊ ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻭﺘﺤﻔﻴﺯﻫﻡ ﻻﺴﺘﻤﺭﺍﺭ ﻭﺘﻁﻭﻴﺭ ﺍﻟﺘﻌﺎﻤل.‬ ‫§ ﺇﻥ ﻜﻭﻥ ﺍﻟﻤﻴﺯﺍﺕ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺘﺘﺴﻡ ﺒﺎﻻﺴﺘﻤﺭﺍﺭﻴﺔ ﻭﺍﻟﺘﺠﺩﺩ ﻓﺈﻥ ﻫﺫﺍ ﺍﻷﻤﺭ ﻴﺘﻴﺢ ﻟﻠﻤﻨﻅﻤﺔ‬ ‫ﻤﺘﺎﺒﻌﺔ ﺍﻟﺘﻁﻭﺭ ﻭﺍﻟﺘﻘﺩﻡ ﻋﻠﻰ ﺍﻟﻤﺩﻯ ﺍﻟﺒﻌﻴﺩ.‬ ‫§ ﻨﻅﺭﹰ ﻟﻜﻭﻥ ﺍﻟﻤﻴﺯﺍﺕ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻤﺴﺘﻨﺩﺓ ﻋﻠﻰ ﻤﻭﺍﺭﺩ ﺍﻟﻤﻨﻅﻤﺔ ﻭﻗﺩﺭﺘﻬﺎ ﻭﻤﺠﺎﻻﺘﻬﺎ ﻓﺈﻨﻬﺎ‬ ‫ﺍ‬
‫ﺘﻌﻁﻲ ﺤﺭﻜﺔ ﺩﻴﻨﺎﻤﻴﻜﻴﺔ ﻟﻠﻌﻤﻠﻴﺎﺕ ﺍﻟﺩﺍﺨﻠﻴﺔ ﻟﻠﻤﻨﻅﻤﺔ. )ﺍﻟﻐﺎﻟﺒﻲ، 7002: 903(‬

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‫14‬ ‫اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ و اﻟﺘﺼﻤﯿﻢ‬ ‫ﻓﻲ ﻋﺎﻟﻡ ﺘﺘﺯﺍﻴﺩ ﻓﻴﻪ ﺍﻟﻤﻨﺎﻓﺴﺔ ﻓﻲ ﺍﻟﺴﻭﻕ ﺍﻟﻌﺎﻟﻤﻴﺔ، ﺘﺒﺤﺙ ﻤﻨﻅﻤﺎﺕ ﻋﺩﻴﺩﺓ ﻋﻥ ﻁﺭﻴﻕ‬ ‫ﺠﺩﻴﺩﺓ ﻟﻠﺘﺤﺴﻴﻥ، ﻭﺇﻀﺎﻓﺔ ﻗﻴﻤﺔ ﻭﺘﻤﻴﺯ ﻟﻤﻨﺘﺠﺎﺘﻬﺎ ﻭﺨﺩﻤﺎﺘﻬﺎ. ﻭﺃﻥ ﻭﺠﻭﺩ ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ ﺃﻤﺭ‬ ‫ﺤﻴﻭﻱ ﻟﻠﻤﻨﻅﻤﺎﺕ ﻓﻲ ﺍﻷﺴﻭﺍﻕ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻓﻬﻲ ﻤﺤﺎﻭﻟﺔ ﻻﺴﺘﻘﻁﺎﺏ ﺍﻟﺤﻤﺎﺱ ﻤﻥ ﺍﻟﻤﻨﻅﻤﺎﺕ‬ ‫ﺍﻷﺨﺭﻯ. ﻭﺍﻟﺘﻔﻜﻴﺭ ﺍﻟﺘﺼﻤﻴﻤﻲ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ ﻭﺍﻷﺴﺎﻟﻴﺏ ﻫﻲ ﺍﻟﺴﺒل ﺍﻟﻌﻤﻠﻴﺔ ﻟﺘﻤﻜﻴﻥ ﺍﻟﻤﻨﻅﻤﺎﺕ ﻤﻥ‬ ‫ﺍﻟﻤﻨﺎﻓﺴﺔ. ﻭﻫﻨﺎﻙ ﻋﺩﺩ ﻤﻥ ﺍﻟﻨﻅﺭﻴﺎﺕ ﺍﻟﻜﻼﺴﻴﻜﻴﺔ ﺍﻟﻤﻜﺭﺴﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ. ﻓﺨﺒﻴﺭ ﺍﻷﻋﻤﺎل‬ ‫ﺒﻭﺭﺘﺭ )‪ (Porter‬ﻴﻌﺘﻘﺩ ﺃﻥ ﺍﻟﻤﻨﻅﻤﺔ ﻴﺠﺏ ﺃﻥ ﺘﺨﺘﺎﺭ ﻨﻭﻋ ﹰ ﻤﻥ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻭﺘﺴﻌﻰ ﺇﻟﻰ‬ ‫ﺎ‬ ‫ﺘﺤﻘﻴﻘﻬﺎ. ﺃﻤﺎ ﺨﺒﻴﺭ ﺍﻟﺘﺴﻭﻴﻕ ﻜﻭﺘﻠﺭ )‪ (Kottler‬ﻴﻌﺘﻘﺩ ﺃﻥ ﻤﻌﻅﻡ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻥ ﻴﻬﺘﻤﻭﻥ ﻓﻲ ﺍﻟﻤﻘﺎﻡ‬ ‫ﺍﻷﻭل ﺒﺎﻟﺠﻭﺩﺓ ﻭﺍﻟﺨﺩﻤﺔ ﻭﺍﻟﻘﻴﻤﺔ، ﻭﻫﺫﻩ ﺍﻟﺼﻔﺎﺕ ﺃﺼﺒﺤﺕ ﻀﻤﻥ ﻤﺴﺘﻭﻯ ﺘﻭﻗﻌﺎﺕ ﺍﻟﻌﻤﻼﺀ‬ ‫ﻭﻟﻴﺴﺕ ﻤﻴﺯﺓ، ﻭﺤﺼﺔ ﺍﻟﺴﻭﻕ ﻫﻲ ﺍﻟﺘﻲ ﺘﻔﻭﺯ ﻭﺘﺘﻔﻭﻕ ﺒﻬﺫﻩ ﺍﻟﺼﻔﺎﺕ. ﻓﺎﻟﺘﺼﻤﻴﻡ ﻫﻭ ﺍﻷﺴﻠﻭﺏ‬ ‫ﺍﻟﻭﺍﻀﺢ ﻭﺍﻟﻌﻤﻠﻲ ﺒﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﻨﻅﻤﺔ ﻟﺘﻘﺩﻴﻡ ﻤﻨﺘﺠﺎﺘﻬﺎ ﻭﺨﺩﻤﺎﺘﻬﺎ ﺒﻁﺭﻴﻘﺔ ﻤﻤﻴﺯﺓ. ﻭﻤﻊ ﺫﻟﻙ، ﺘﻘﻊ‬ ‫ﻋﻠﻰ ﺍﻟﺘﺼﻤﻴﻡ ﻤﺴﺅﻭﻟﻴﺔ ﺘﻤﻴﻴﺯ ﻋﺭﻭﺽ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﺘﻲ ﺘﻘﺩﻤﻬﺎ، ﻭﺘﻁﻭﻴﺭ ﻋﻤﻠﻴﺎﺘﻬﺎ،‬
‫ﻭﺍﻟﺒﺤﺙ ﻋﻥ ﺍﻷﻓﻜﺎﺭ ﺍﻟﻤﺒﺘﻜﺭﺓ.)811:6002,‪(Best‬‬

‫ﻣﺼﺎدر اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫ﺇﻥ ﻓﻬﻡ ﻤﺼﺎﺩﺭ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻴﺸﻜل ﻋﻨﺼﺭﹰ ﻤﻬﻤ ﹰ ﻓﻲ ﻤﺠﺎل ﺍﻹﺩﺍﺭﺓ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍ ﺎ‬ ‫ﻭﺃﺸﺎﺭ ﺒﺎﺭﻨﻲ )1991,‪ (Barney‬ﺇﻟﻰ ﺃﻥ ﻤﺼﺎﺩﺭ ﺍﻟﻤﻨﻅﻤﺔ ﺘﺸﻤل ﺍﻟﻤﻤﺘﻠﻜﺎﺕ ﻭﺍﻟﻘﺩﺭﺍﺕ‬ ‫ﻭﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺘﻨﻅﻴﻤﻴﺔ ﻜﹼﻬﺎ، ﻭﻤﺯﺍﻴﺎ ﺍﻟﻤﻨﻅﻤﺔ ﺍﻟﺘﻲ ﺘﻤﻜﻥ ﻤﻥ ﺘﺒﻨﻲ ﻭﺘﻁﺒﻴﻕ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺘﻘﻭﺩ‬ ‫ﻠ‬ ‫ﺇﻟﻰ ﺘﺤﺴﻴﻥ ﻓﻌﺎﻟﻴﺔ ﻭﻜﻔﺎﺀﺓ ﺍﻟﻤﻨﻅﻤﺔ. ﻭﻗﺩ ‪‬ﻨﻔﺕ ﻤﺼﺎﺩﺭ ﺍﻟﻤﻨﻅﻤﺔ ﺇﻟﻰ ﻋﺩﺓ ﻤﺼﺎﺩﺭ ﻭﻤﻨﻬﺎ‬ ‫ﺼ‬
‫ﻫﺫﻩ ﺍﻟﻤﺼﺎﺩﺭ: )ﺤﺎﺘﻭﻍ، 6002: 52(‬

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‫24‬ ‫1( ﺭﺃﺱ ﺍﻟﻤﺎل ﺍﻟﻤﺎﺩﻱ: ﻭﻴﺸﻤل ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ ﺍﻟﻤﺎﺩﻴﺔ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ ﻭﺍﻟﺒﻨﺎﺀ ﻭﺍﻷﺩﻭﺍﺕ‬ ‫ﻭﺍﻟﻤﻭﻗﻊ ﺍﻟﺠﻐﺭﺍﻓﻲ ﻭﺍﻟﻤﻭﺍﺩ ﺍﻟﺨﺎﻡ.‬ ‫2( ﺭﺃﺱ ﺍﻟﻤﺎل ﺍﻟﺒﺸﺭﻱ: ﻭﻴﺘﻀﻤﻥ ﻟﺩﻯ ﺍﻟﻤﻨﻅﻤﺔ ﻤﻥ ﻗﺩﺭﺍﺕ ﻋﻠﻰ ﺍﻟﺘﺩﺭﻴﺏ ﻭﺍﻟﺨﺒﺭﺓ‬ ‫ﻭﺍﻟﻤﻬﺎﺭﺓ ﻭﺍﻟﺫﻜﺎﺀ ﻭﺍﻟﻌﻼﻗﺎﺕ ﻭﺍﻟﺒﺼﻴﺭﺓ ﻟﺩﻯ ﺍﻟﻤﺩﻴﺭﻴﻥ ﺍﻟﻌﺎﻤﻠﻴﻥ.‬ ‫3( ﺭﺃﺱ ﺍﻟﻤﺎل ﺍﻟﺘﻨﻅﻴﻤﻲ: ﻭﻴﺘﻀﻤﻥ ﻁﺒﻴﻌﺔ ﺍﻟﻬﻴﺎﻜل ﺍﻟﺘﻨﻅﻴﻤﻴﺔ ﻭﺍﻟﺘﺨﻁﻴﻁ ﺍﻟﺭﺴﻤﻲ ﻭﻏﻴﺭ‬ ‫ﺍﻟﺭﺴﻤﻲ ﻭﺃﻨﻅﻤﺔ ﺍﻟﻀﺒﻁ ﻭﺍﻟﺘﻨﺴﻴﻕ ﻭﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﺩﺍﺨﻠﻴﺔ ﻟﻠﻤﻨﻅﻤﺔ ﻭﻋﻼﻗﺔ ﺍﻟﻤﻨﻅﻤﺔ ﻤﻊ‬ ‫ﺒﻴﺌﺔ ﺍﻷﻋﻤﺎل ﺍﻟﺨﺎﺭﺠﻴﺔ.‬ ‫ﺟﻮاﻧﺐ ﺻﻨﺎﻋﺔ اﻟﻤﺰاﯾﺎ اﻟﺘﻨﺎﻓﺴﯿﺔ‬
‫ﻭﻟﺼﻨﺎﻋﺔ ﺍﻟﻤﺯﺍﻴﺎ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺠﻭﺍﻨﺏ ﻋﺩﻴﺩﺓ، ﻭﺘﺄﺘﻲ ﺃﻫﻡ ﺍﻟﺠﻭﺍﻨﺏ ﻓﻴﻤﺎ ﻴﻠﻲ: )ﺍﻟﺨﻀﺭﻱ،4002:‬ ‫731(‬

‫ﺍﻟﺠﺎﻨﺏ ﺍﻷﻭل: ﺠﺎﻨﺏ ﺘﻨﻤﻴﺔ ﺍﻟﻘﺩﺭﺍﺕ، ﻭﻫﻭ ﺠﺎﻨﺏ ﺭﺌﻴﺱ ﻴﺘﻌﺎﻤل ﻤﻊ ﻤﺎ ﻫﻭ ﻗﺎﺌﻡ ﻭﻤﺘﻭﺍﻓﺭ ﻤﻥ‬ ‫ﻗﺩﺭﺍﺕ، ﻭﻴﻌﻤل ﻋﻠﻰ ﺘﻨﻤﻴﺘﻬﺎ ﻭﺘﻁﻭﻴﺭﻫﺎ.‬ ‫ﺍﻟﺠﺎﻨﺏ ﺍﻟﺜﺎﻨﻲ:ﺠﺎﻨﺏ ﺍﻻﺭﺘﻘﺎﺀ ﺒﺎﻟﻜﻔﺎﺀﺓ، ﺤﻴﺙ ﺘﺤﺘﺎﺝ ﺼﻨﺎﻋﺔ ﺍﻟﻤﺯﺍﻴﺎ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺇﻟﻰ ﺇﺤﻜﺎﻡ‬ ‫ﺍﻟﺴﻴﻁﺭﺓ ﻋﻠﻰ ﻤﺠﺎﻻﺕ ﺍﻟﻔﺎﻗﺩ ﻭﺍﻟﻤﻬﺩﺭ ﺍﻟﻀﺎﺌﻊ، ﻭﺇﻟﻰ ﺯﻴﺎﺩﺓ ﻤﻬﺎﺭﺓ ﺠﻤﻴﻊ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ ﻜﺎﻓﺔ‬ ‫ﺍﻟﻤﺸﺭﻭﻋﺎﺕ، ﻭﻜﺎﻓﺔ ﺍﻟﻭﻅﺎﺌﻑ ﻭﻓﻲ ﻜل ﺃﻭﻗﺎﺕ ﺍﻟﻌﻤل.‬ ‫ﺍﻟﺠﺎﻨﺏ ﺍﻟﺜﺎﻟﺙ: ﺠﺎﻨﺏ ﺼﻘل ﺍﻟﺨﺒﺭﺓ، ﺤﻴﺙ ﺃﻨﻪ ﺒﺘﺭﺍﻜﻡ ﺍﻟﺨﺒﺭﺓ ﻭﺍﺯﺩﻴﺎﺩ ﺍﻟﻤﻌﺭﻓﺔ، ﺘﺯﺩﺍﺩ ﺍﻟﻘﺩﺭﺓ‬ ‫ﻋﻠﻰ ﺍﻟﺘﻌﺎﻤل ﻤﻊ ﺍﻟﻤﺸﻜﻼﺕ ﻭﺍﻟﻤﻭﺍﻗﻑ ﺍﻟﺤﺭﺠﺔ.‬

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‫34‬ ‫ﺍﻟﺠﺎﻨﺏ ﺍﻟﺭﺍﺒﻊ: ﺠﺎﻨﺏ ﺯﻴﺎﺩﺓ ﺍﻟﻤﻬﺎﺭﺓ، ﻭﺘﺤﺴﻴﻥ ﻤﻬﺎﺭﺓ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﺩﻭﺍﺕ‬ ‫ﻭﺍﻟﻭﺴﺎﺌل ﻭﺍﻟﻁﺭﻕ ﺍﻟﻼﺯﻤﺔ ﻭﺍﻟﻤﺴﺘﺨﺩﻤﺔ ﻓﻲ ﺍﻟﺘﻌﺎﻤل ﻤﻊ ﺍﻟﻤﻭﺍﺩ ﻭﺍﻟﻤﺴﺘﻠﺯﻤﺎﺕ ﻓﻀ ﹰ ﻋﻥ‬ ‫ﻼ‬ ‫ﺍﺘﺒﺎﻉ ﺍﻟﻨﻅﻡ ﻭﺍﻟﺘﻌﻠﻴﻤﺎﺕ ﻭﺘﻨﻔﻴﺫ ﺍﻟﺘﻭﺠﻴﻬﺎﺕ.‬ ‫ﺍﻟﺠﺎﻨﺏ ﺍﻟﺨﺎﻤﺱ: ﺠﺎﻨﺏ ﺇﺒﺩﺍﻉ ﺍﻟﻤﻭﻫﺒﺔ، ﺤﻴﺙ ﻴﺘﻡ ﺘﻭﻅﻴﻑ ﺍﻟﻔﺭﺩ ﻓﻲ ﺍﻟﻤﺠﺎﻻﺕ ﺍﻟﺘﻲ ﺘﻅﻬﺭ‬ ‫ﻓﻴﻬﺎ ﻤﻭﺍﻫﺒﻪ، ﻭﺒﺎﻟﺘﺎﻟﻲ ﺘﺯﺩﺍﺩ ﻗﺩﺭﺘﻪ ﻋﻠﻰ ﺍﻹﺒﺩﺍﻉ ﻭﺘﺭﺘﻘﻲ ﺇﻨﺘﺎﺠﻴﺘﻪ، ﻭﻓﻲ ﺍﻟﻭﻗﺕ ﺫﺍﺘﻪ ﺘﻨﻌﻜﺱ‬ ‫ﻫﺫﻩ ﺍﻟﻤﻭﺍﻫﺏ ﻋﻠﻰ ﺭﻭﺡ ﺍﻟﻌﻤل، ﺒﺤﻴﺙ ﻴﺘﻡ ﺘﻭﻅﻴﻔﻬﺎ ﻓﻲ ﺇﻁﺎﺭ ﺍﻟﺠﻬﻭﺩ ﺍﻟﺠﻤﺎﻋﻴﺔ ﻟﺠﻤﻴﻊ‬ ‫ﺍﻟﻌﺎﻤﻠﻴﻥ ﻟﺘﺯﻴﺩ ﻤﻥ ﺘﺭﺍﺒﻁﻬﻡ.‬ ‫ﺍﻟﺠﺎﻨﺏ ﺍﻟﺴﺎﺩﺱ: ﺠﺎﻨﺏ ﺘﻔﻌﻴل ﺍﻟﻤﻠﻜﺎﺕ، ﺤﻴﺙ ﻴﻜﻭﻥ ﻟﺩﻯ ﺒﻌﺽ ﺍﻷﻓﺭﺍﺩ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ ﻤﻠﻜﺎﺕ ﺨﺎﺼﺔ، ﻭﻴﺘﻡ ﺍﻟﺒﺤﺙ ﻋﻨﻬﻡ، ﻭﺍﻟﺘﻭﺠﻪ ﻟﻬﻡ. ﺒل ﻭﺘﻭﻅﻴﻑ ﻫﺫﻩ ﺍﻟﻤﻠﻜﺎﺕ ﻓﻲ‬ ‫ﺇﻁﺎﺭ ﺘﺤﺴﻴﻥ ﺍﻟﻘﺩﺭﺓ ﻋﻠﻰ ﺘﻁﻭﻴﺭ ﺍﻟﻤﻨﺘﺠﺎﺕ. ﻭﺒﺼﻔﺔ ﺨﺎﺼﺔ ﻤﻠﻜﺔ ﺍﻻﺨﺘﺭﺍﻉ،‬ ‫ﻭﺍﻻﺒﺘﻜﺎﺭ،ﻭﺍﻟﺒﺤﺙ.‬ ‫ﺗﻌﺰى اﻟﻤﺰاﯾﺎ اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﺎدة إﻟﻰ واﺣﺪة ﻣﻦ ھﺬه اﻷﺳﺲ:‬ ‫1( ﺘﻔﻭﻕ ﺍﻟﻤﻭﺍﺭﺩ. 2( ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻟﻤﺘﻔﻭﻗﺔ. 3( ﺘﻔﻭﻕ ﺍﻟﻤﻜﺎﻨﺔ.‬ ‫ﺇﻥ ﻁﺒﻴﻌﺔ ﺍﻟﻤﺯﺍﻴﺎ ﺍﻟﺘﻲ ﺘﻨﺘﺠﻬﺎ ﺃﻭل ﻨﻘﻁﺘﻴﻥ ﻭﺍﻀﺤﺔ، ﺒﺤﻴﺙ ﺘﻤﺜل ﻗﺩﺭﺓ ﺍﻷﻋﻤﺎل ﻟﺒﺫل ﺍﻟﻤﺯﻴﺩ‬
‫ﻤﻥ ﺍﻟﺠﻬﺩ ﻭﺍﻟﻘﻴﺎﻡ ﺒﺎﻟﻌﻤل ﺃﻓﻀل ﻤﻥ ﻤﻨﺎﻓﺴﻴﻬﺎ. )35:8891,‪(Quinn‬‬

‫ﻣﺤﺪدات اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ:‬
‫ﺘﺘﺤﺩﺩ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻟﻠﻤﻨﻅﻤﺔ ﻤﻥ ﺨﻼل ﻤﺘﻐﻴﺭﻴﻥ ﺃﻭ ﺒﻌﺩﻴﻥ ﻫﺎﻤﻴﻥ، ﻭﻫﻤﺎ: )ﺨﻠﻴل، 8991:‬ ‫78(‬

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‫44‬ ‫اﻟﺒﻌﺪ اﻷول: ﺣﺠﻢ اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ:‬ ‫ﻴﺘﺤﻘﻕ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺴﻤﺔ ﺍﻻﺴﺘﻤﺭﺍﺭﻴﺔ ﺇﺫﺍ ﺃﻤﻜﻥ ﻟﻠﻤﻨﻅﻤﺔ ﺍﻟﻤﺤﺎﻓﻅﺔ ﻋﻠﻰ ﻤﻴﺯﺓ‬ ‫ﺍﻟﺘﻜﻠﻔﺔ ﺍﻷﻗل ﺃﻭ ﺘﻤﻴﺯ ﺍﻟﻤﻨﺘﺞ ﻓﻲ ﻤﻭﺍﺠﻬﺔ ﺍﻟﻤﻨﻅﻤﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﺔ، ﻭﺒﺸﻜل ﻋﺎﻡ، ﻜﻠﻤﺎ ﻜﺎﻨﺕ‬ ‫ﺍﻟﻤﻴﺯﺓ ﺃﻜﺒﺭ ﺘﻁﻠﺒﺕ ﻤﺠﻬﻭﺩﹰ ﺃﻜﺒﺭ ﻤﻥ ﺍﻟﻤﻨﻅﻤﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﺔ ﻟﻠﺘﻐﻠﺏ ﻋﻠﻴﻬﺎ ﺃﻭ ﺘﺤﺩﻴﺩ ﺃﺜﺭﻫﺎ.‬ ‫ﺍ‬ ‫ﻭﻜﻤﺎ ﻫﻭ ﺍﻟﺤﺎل ﺒﺎﻟﻨﺴﺒﺔ ﻟﺩﻭﺭﺓ ﺤﻴﺎﺓ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺩﻴﺩﺓ، ﻓﺈﻥ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺃﻴﻀﺎ ﺩﻭﺭﺓ ﺤﻴﺎﺓ‬ ‫ﻋﻠﻰ ﺍﻟﻐﺭﺍﺭ ﻨﻔﺴﻪ، ﻜﻤﺎ ﻓﻲ ﺍﻟﺸﻜل)6(. ﻓﻤﺭﺤﻠﺔ ﺍﻟﺘﻘﺩﻴﻡ ﺘﻌﻘﺒﻬﺎ ﻤﺭﺤﻠﺔ ﺍﻟﺘﺒﻨﻲ ﻤﻥ ﻗﺒل‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﺔ، ﺜﻡ ﻤﺭﺤﻠﺔ ﺍﻟﺭﻜﻭﺩ ﻓﻲ ﺤﺎﻟﺔ ﻗﻴﺎﻡ ﺍﻟﻤﻨﻅﻤﺎﺕ ﺍﻟﻤﺘﻨﺎﻓﺴﺔ ﺒﺘﻘﻠﻴﺩ ﻭﻤﺤﺎﻜﺎﺓ‬ ‫ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻭﻤﺤﺎﻭﻟﺔ ﺍﻟﺘﻔﻭﻕ ﻋﻠﻴﻬﺎ. ﻭﺃﺨﻴﺭﹰ، ﺘﻅﻬﺭ ﻤﺭﺤﻠﺔ ﺍﻟﻀﺭﻭﺭﺓ ﻭﺒﻤﻌﻨﻰ ﺍﻟﺤﺎﺠﺔ‬ ‫ﺍ‬ ‫ﺇﻟﻰ ﺘﻘﺩﻡ ﺘﻜﻨﻭﻟﻭﺠﻲ ﺠﺩﻴﺩ ﻟﺘﺨﻔﻴﺽ ﺍﻟﺘﻜﻠﻔﺔ ﺃﻭ ﺘﺩﻋﻴﻡ ﻤﻴﺯﺓ ﻟﺘﻤﻴﻴﺯ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﻜﻼ ﺍﻻﻤﺭﻴﻥ.‬ ‫ﻭﻤﻥ ﻫﻨﺎ ﺘﺒﺩﺃ ﺍﻟﻤﻨﻅﻤﺔ ﻓﻲ ﺘﺠﺩﻴﺩ ﺃﻭ ﺘﻁﻭﻴﺭ ﺃﻭ ﺘﺤﺴﻴﻥ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺤﺎﻟﻴﺔ ﺃﻭ ﺘﻘﺩﻴﻡ ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺠﺩﻴﺩﺓ ﺘﺤﻘﻕ ﻗﻴﻤﺔ ﺃﻜﺒﺭ ﻟﻠﻤﺴﺘﻬﻠﻙ ﺃﻭ ﺍﻟﻌﻤﻴل.‬ ‫ﺤﺠـﻡ ﺍﻟﻤـﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴـﺔ*‬

‫)1(‬

‫ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ‬

‫)2(‬

‫ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ‬
‫* ﺍﻟﻤﻴﺯﺓ ﻓﻲ ﺸﻜل‬ ‫ﺘﻜﻠﻔﺔ ﻨﺴﺒﻴﺔ ﻭ/ﺃﻭ‬ ‫ﺴﻌﺭ ﻤﺭﺘﻔﻊ‬

‫ﺍﻟﻤﺭﺤﻠﺔ‬

‫ﺍﻟﺘﻘﺩﻴﻡ‬ ‫ﺍﻟﺘﺒﻨﻲ‬ ‫ﺍﻟﺘﻘﻠﻴﺩ‬ ‫ﺸﻜل )6(: ﺩﻭﺭﺓ ﺤﻴﺎﺓ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

‫ﺍﻟﻀﺭﻭﺭﺓ‬

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‫54‬ ‫اﻟﺒﻌﺪ اﻟﺜﺎﻧﻲ: ﻧﻄﺎق اﻟﺘﻨﺎﻓﺲ أو اﻟﺴﻮق اﻟﻤﺴﺘﮭﺪف:‬ ‫ﻫﻭ ﻤﺩﻯ ﺍﺘﺴﺎﻉ ﺃﻨﺸﻁﺔ ﻭﻋﻤﻠﻴﺎﺕ ﺍﻟﻤﻨﻅﻤﺔ ﺒﻐﺭﺽ ﺘﺤﻘﻴﻕ ﻤﺯﺍﻴﺎ ﺘﻨﺎﻓﺴﻴﺔ. ﻓﻨﻁﺎﻕ‬ ‫ﺍﻟﻨﺸﺎﻁ ﻋﻠﻰ ﻤﺩﻯ ﻭﺍﺴﻊ ﻴﻤﻜﻥ ﺍﻟﻤﻨﻅﻤﺔ ﻤﻥ ﺘﺤﻘﻴﻕ )‪ (Cost Leadership‬ﻭﻓﻭﺭﺍﺕ ﻓﻲ ﺍﻟﺘﻜﻠﻔﺔ‬ ‫ﻋﻥ ﺍﻟﻤﻨﻅﻤﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﺔ. ﻭﻤﻥ ﺃﻤﺜﻠﺔ ﺫﻟﻙ ﺍﻹﺴﺘﻔﺎﺩﺓ ﻤﻥ ﺘﻘﺩﻴﻡ ﺘﺴﻬﻴﻼﺕ ﺇﻨﺘﺎﺝ ﻤﺸﺘﺭﻜﺔ،‬ ‫ﻭﺨﺒﺭﺓ ﻓﻨﻴﺔ ﻭﺍﺤﺩﺓ، ﻭﺍﺴﺘﺨﺩﺍﻡ ﻨﻔﺱ ﻤﻨﺎﻓﺫ ﺍﻟﺘﻭﺯﻴﻊ ﻟﺨﺩﻤﺔ ﻗﻁﺎﻋﺎﺕ ﺴﻭﻗﻴﺔ ﻤﺨﺘﻠﻔﺔ ﺃﻭ ﻤﻨﺎﻁﻕ‬ ‫ﻤﺨﺘﻠﻔﺔ، ﻭﻤﻥ ﺠﺎﻨﺏ ﺁﺨﺭ، ﻴﻤﻜﻥ ﻟﻠﻨﻁﺎﻕ ﺍﻟﻀﻴﻕ )‪ (Narrow Market‬ﺘﺤﻘﻴﻕ ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ ﻤﻥ‬
‫ﺨﻼل ﺍﻟﺘﺭﻜﻴﺯ ﻋﻠﻰ ﻗﻁﺎﻉ ﺴﻭﻕ ﻤﻌﻴﻥ ﻭﺨﺩﻤﺘﻪ ﺒﺄﻗل ﻜﻠﻔﺔ ﺃﻭ ﺘﻘﺩﻴﻡ ﻤﻨﺘﺞ/ﺨﺩﻤﺔ ﻤﻤﻴﺯﺓ ﻟﻪ.‬

‫2-3-2 أﻧﻮاع اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫ﻛﯿﻔﯿﺔ ﺗﺤﻘﯿﻖ اﻟﻤﺰاﯾﺎ اﻟﺘﻨﺎﻓﺴﯿﺔ وأﻧﻮاﻋﮭﺎ:‬ ‫ﺇﻥ ﻜﻭﻥ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺘﺠﺴﺩ ﻗﺩﺭﺓ ﺍﻟﻤﻨﻅﻤﺔ ﻋﻠﻰ ﺍﻟﻘﻴﺎﻡ ﺒﺄﻋﻤﺎل ﻤﺨﺘﻠﻔﺔ ﻻ ﻴﺴﺘﻁﻴﻊ‬ ‫ﺍﻟﻤﻨﺎﻓﺴﻭﻥ ﻋﻤﻠﻬﺎ ﺃﻭ ﻋﻤل ﺃﺸﻴﺎﺀ ﻤﻤﺎﺜﻠﺔ ﻟﻠﻤﻨﺎﻓﺴﻴﻥ ﺒﻁﺭﻕ ﻤﺨﺘﻠﻔﺔ ﺃﻓﻀل ﻭﺃﺤﺴﻥ، ﻓﻬﺫﺍ ﻴﻌﻨﻲ‬ ‫ﺃﻥ ﺍﻟﻤﻴﺯﺍﺕ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻓﻲ ﻤﻨﻅﻤﺎﺕ ﺍﻷﻋﻤﺎل ﺘﺤﻘﻕ ﻤﻥ ﺨﻼل ﺇﻗﻨﺎﻉ ﺍﻷﺴﻭﺍﻕ ﻭﺍﻟﻌﻤﻼﺀ‬ ‫ﻭﺍﻟﻤﻨﺎﻓﺴﻴﻥ ﻭﺍﻷﻁﺭﺍﻑ ﺍﻷﺨﺭﻯ ﺒﺄﻥ ﺨﻴﺎﺭﺍﺕ ﺍﻟﻤﻨﻅﻤﺔ ﺘﺭﻜﻥ ﺇﻟﻰ ﻤﻴﺯﺍﺕ ﺘﻨﻔﺭﺩ ﺒﻬﺎ ﻭ/ﺃﻭ ﻻ‬ ‫ﺍ‬ ‫ﻴﺴﺘﻁﻴﻊ ﺍﻵﺨﺭﻭﻥ ﻤﺠﺎﺭﺍﺘﻬﺎ ﻓﻲ ﻫﺫﺍ ﺍﻟﺘﻔﺭﺩ ﻤﻥ ﺍﻟﻤﻴﺯﺍﺕ. ﺇﻥ ﺍﻟﻤﻨﺎﻓﺴﺔ ﺘﺼﺒﺢ ﺸﺩﻴﺩﺓ ﺠﺩﹰ‬ ‫ﻭﻤﺅﺜﺭﺓ ﻋﻠﻰ ﻤﻨﻅﻤﺔ ﺍﻷﻋﻤﺎل ﺇﺫﺍ ﻤﺎ ﺤﻘﻘﺕ ﻤﻌﻬﺎ ﻋﻨﺎﺼﺭ ﻭﻤﻴﺯﺍﺕ ﺘﻨﺎﻓﺴﻴﺔ ﻤﻤﺎﺜﻠﺔ. ﻟﺫﻟﻙ‬ ‫ﺘﺤﺎﻭل ﻤﻨﻅﻤﺎﺕ ﺍﻷﻋﻤﺎل ﺃﻥ ﺘﺠﺩ ﻟﻨﻔﺴﻬﺎ ﻤﻭﻗﻌ ﹰ ﻤﺘﻔﺭﺩﹰ )‪ (Niche‬ﻭﻤﺨﺘﻠﻔ ﹰ ﺒﻴﻥ ﺍﻟﻤﻨﺎﻓﺴﻴﻥ‬ ‫ﺎ‬ ‫ﺍ‬ ‫ﺎ‬ ‫ﺍﻵﺨﺭﻴﻥ. ﻟﺫﻟﻙ ﻓﺈﻥ ﻋﻨﺎﺼﺭ ﺍﻟﻤﻴﺯﺍﺕ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻜﺜﻴﺭﺓ، ﻭﺘﺄﺘﻲ ﻤﻥ ﻤﺼﺎﺩﺭ ﻤﺘﻌﺩﺩﺓ، ﻟﺘﺘﺠﺴﺩ‬ ‫ﻻﺤﻘ ﹰ ﺒﺄﻨﻭﺍﻉ ﻤﻥ ﺍﻟﻤﺯﺍﻴﺎ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻓﻴﻤﻜﻥ ﺍﻹﺸﺎﺭﺓ ﺇﻟﻰ ﺒﻌﺽ ﺃﻫﻡ ﺃﻨﻭﺍﻉ ﺍﻟﻤﺯﺍﻴﺎ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻓﻲ‬ ‫ﺎ‬
‫ﻤﻨﻅﻤﺎﺕ ﺍﻷﻋﻤﺎل،ﻜﻤﺎ ﻓﻲ ﺍﻟﺠﺩﻭل )4( ﺍﻵﺘﻲ:)ﺍﻟﻐﺎﻟﺒﻲ، 7002: 113(‬

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‫ﺠﺩﻭل )4(:ﺃﻨﻭﺍﻉ ﺍﻟﻤﺯﺍﻴﺎ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻭﻓﻘ ﹰ ﻟﻤﺎ ﺃﻭﺭﺩﻫﺎ ﺒﻌﺽ ﺍﻟﺒﺎﺤﺜﻴﻥ‬ ‫ﺎ‬
‫ﺃﻨـﻭﺍﻉ ﺍﻟﻤﺯﺍﻴـﺎ ﺍﻟﺘﻨﺎﻓﺴﻴـﺔ‬ ‫ﻜﻠﻔﺔ – ﻨﻭﻋﻴﺔ – ﻤﺭﻭﻨﺔ – ﺘﺴﻠﻴﻡ – ﺇﺒﺩﺍﻉ‬ ‫ﻜﻠﻔﺔ – ﻨﻭﻋﻴﺔ – ﻤﺭﻭﻨﺔ – ﺍﻋﺘﻤﺎﺩﻴﺔ‬ ‫ﻨﻭﻋﻴﺔ – ﺍﺴﻨﺎﺩ – ﺴﻤﻌﺔ – ﺴﻌﺭ – ﺘﺼﻤﻴﻡ‬ ‫ﻜﻠﻔﺔ – ﻨﻭﻋﻴﺔ – ﻤﺭﻭﻨﺔ – ﻭﻗﺕ‬ ‫ﻜﻠﻔﺔ – ﺘﻤﻴﺯ – ﻨﻤﻭ – ﺘﺨﺎﻟﻔﺎﺕ – ﺇﺒﺩﺍﻉ‬ ‫ﺘﺼﻤﻴﻡ – ﻨﻭﻋﻴﺔ – ﻤﺭﻭﻨﺔ – ﺴﻬﻭﻟﺔ ﺍﻻﺴﺘﻌﻤﺎل – ﺠﻤﺎﻟﻴﺔ – ﺇﺒﺩﺍﻉ‬ ‫ﻜﻠﻔﺔ – ﺘﻤﻴﺯ – ﻤﺭﻭﻨﺔ – ﻭﻗﺕ - ﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺍﻟﺒﺎﺤﺜـــﻭﻥ‬ ‫3991 , ‪Evans‬‬ ‫5991 , ‪Certo & Peters‬‬ ‫7991 ,‪Mintzberg & Quinm‬‬ ‫7991 , ‪Krajewski & Ritz‬‬ ‫7991 , ‪Best‬‬ ‫8991 ,1900 ‪Slack , et‬‬ ‫0002,‪Macmillan&Tampson‬‬

‫ﻭﻫﻨﺎﻙ ﺜﻼﺙ ﺃﻨﻭﺍﻉ ﻤﻥ ﺍﻟﻤﺯﺍﻴﺎ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺍﻟﺘﻲ ﺴﻨﺘﺤﺩﺙ ﻋﻨﻬﺎ ﻓﻲ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ:‬ ‫1 - اﻻﺑﺘﻜﺎر واﻹﺑﺪاع‬ ‫ﻗﺒل ﺍﻟﺤﺩﻴﺙ ﻋﻥ ﻤﻔﻬﻭﻡ ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ ﻻ ﺒﺩ ﻤﻥ ﺍﻹﺸﺎﺭﺓ ﺇﻟﻰ ﺃﻥ ﻫﻨﺎﻙ ﺍﻟﻌﺩﻴﺩ ﻤﻥ‬ ‫ﺍﻟﻜﺘﺏ ﺍﻟﺘﻲ ﺘﻨﺎﻭﻟﺕ ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ، ﻨﻅﺭﹰ ﻷﻫﻤﻴﺘﻬﺎ ﻓﻲ ﻤﺠﺎل ﺍﻷﻋﻤﺎل، ﻭﻤﺎ ﻟﻬﻤﺎ ﻤﻥ ﺘﺄﺜﻴﺭ‬ ‫ﺍ‬ ‫ﺎ‬ ‫ﺇﻴﺠﺎﺒﻲ ﻋﻠﻰ ﻨﺠﺎﺡ ﺍﻟﻤﻨﻅﻤﺎﺕ، ﻭﺨﺼﻭﺼ ﹰ ﺍﻟﻤﻨﻅﻤﺎﺕ ﺍﻟﺘﻲ ﻟﻬﺎ ﻋﻼﻗﺔ ﻭﺜﻴﻘﺔ ﺒﺎﻟﺘﺼﻤﻴﻡ، ﺃﻴﹰ‬ ‫ﺎ‬ ‫ﻜﺎﻥ ﻨﻭﻋﻬﺎ ﻭﺤﺠﻤﻬﺎ ﻓﻲ ﺍﻟﻌﺼﺭ ﺍﻟﺤﺎﻟﻲ، ﺒﺎﻋﺘﺒﺎﺭﻩ ﻋﺼﺭ ﺜﻭﺭﺓ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ ﻭﺍﻟﻤﻌﻠﻭﻤﺎﺕ،‬ ‫ﻭﺍﻟﻤﻨﺎﻓﺴﺔ ﺍﻟﺸﺩﻴﺩﺓ. ﻭﻴﻌﺘﺒﺭ ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ ﻤﺼﺩﺭﺍﻥ ﺭﺌﻴﺴﻴﺎﻥ ﻤﻥ ﻤﺼﺎﺩﺭ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻟﻠﻤﻨﻅﻤﺎﺕ. ﻴﻌﺘﺒﺭﺍﻥ ﻤﻥ ﻤﻔﺎﺘﻴﺢ ﺍﻟﻨﺠﺎﺡ ﻟﻠﻤﻨﻅﻤﺎﺕ ﻓﻲ ﺒﻴﺌﺔ ﺍﻷﻋﻤﺎل، ﺨﺼﻭﺼ ﹰ ﻓﻲ ﺍﻟﺘﺨﻁﻴﻁ‬ ‫ﺎ‬ ‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ ﻟﻠﻤﻨﻅﻤﺔ ﻭﻓﻲ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﻤﺸﺎﺭﻴﻊ ﺍﻟﺠﺩﻴﺩﺓ ﻭﺍﻟﺨﺩﻤﺎﺕ ﻭﻴﻌﻤل ﻋﻠﻰ ﺘﺤﻘﻴﻕ‬ ‫ﺃﻗﺼﻰ ﺇﺸﺒﺎﻉ ﻤﻤﻜﻥ ﻟﺤﺎﺠﺎﺕ ﻭﺭﻏﺒﺎﺕ ﺍﻟﻌﻤﻼﺀ ﻟﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺍﻟﺘﻲ ﺘﻤﻴﺯ ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻋﻥ ﻏﻴﺭﻫﺎ.)ﺍﻟﺴﻜﺎﺭﻨﺔ،5002: 72(‬

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‫74‬ ‫أ( اﻻﺑﺘﻜﺎر:‬ ‫ﻓﺎﻻﺒﺘﻜﺎﺭ ﻫﻭ ﻨﺸﺎﻁ ﺨﺎﺹ ﻏﻴﺭ ﻤﺴﺒﻭﻕ ﻴﻘﻭﻡ ﺒﻪ ﺍﻹﻨﺴﺎﻥ ﺘﺤﺕ ﻭﻁﺄﺓ ﺍﻟﺩﺍﻓﻌﻴﺔ‬ ‫ﺍﻟﻤﻭﺠﻭﺩﺓ ﻟﺩﻴﻪ، ﻭﻴﺘﻁﻠﺏ ﺫﻟﻙ ﺨﻠﻕ ﺒﻴﺌﺔ ﻋﻤل ﺘﻨﻤﻲ ﺍﻟﺩﺍﻓﻌﻴﺔ ﻨﺤﻭ ﺍﻟﺘﻐﻴﻴﺭ، ﻭﺘﺤﻔﻴﺯ ﺍﻟﻌﺎﻤﻠﻴﻥ‬ ‫ﻋﻠﻰ ﺍﻟﻤﺒﺎﺩﺭﺓ ﻭﺍﻟﺘﺄﻤل ﻭﺍﻹﻨﺠﺎﺯ ﺍﻟﺠﺩﻴﺩ. )ﺤﺎﺘﻭﻍ،6002: 42(‬ ‫ﻭﺍﻻﺒﺘﻜﺎﺭ ﻴﺄﺘﻲ ﻋﻥ ﻁﺭﻴﻕ ﺍﻟﻤﺅﺴﺴﺔ ﻓﻲ ﺘﻨﻔﻴﺫ ﺍﻷﻓﻜﺎﺭ ﻭﺘﺤﻭﻴل ﺍﻟﻤﻔﺎﻫﻴﻡ ﺍﻟﺨﻼﻗﺔ‬ ‫ﻟﻤﻭﻅﻔﻴﻬﺎ ﺃﻭ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻴﻬﺎ ﺇﻟﻰ ﺤﻘﺎﺌﻕ، ﻭﺍﻻﺒﺘﻜﺎﺭ ﺍﻟﻤﻨﻅﻡ ﺍﻟﺫﻱ ﻴﺴﺘﻔﻴﺩ ﻤﻥ ﺍﻟﺘﻐﻴﻴﺭ ﻫﻭ ﺍﻷﻋﻅﻡ‬ ‫ﻓﻌﺎﻟﻴﺔ، ﻭﻤﻥ ﺍﻟﻤﻤﻜﻥ ﺘﻘﺴﻴﻡ ﻁﺒﻴﻌﺔ ﻤﻭﻀﻭﻉ ﺍﻻﺒﺘﻜﺎﺭ ﺇﻟﻰ ﻤﺎ ﻴﻠﻲ: )ﺍﻟﺴﺭﺤﺎﻥ،5002: 9(‬ ‫1( ﺍﻻﺒﺘﻜﺎﺭ ﺍﻟﺨﺎﺹ ﺒﺎﻟﻤﻨﺘﺞ / ﺍﻟﻤﺸﺭﻭﻉ: ﻭﻴﻨﺘﺞ ﻋﻥ ﺘﻌﺎﻤل ﻋﻭﺍﻤل ﻤﻊ ﻋﻭﺍﻤل ﺍﺨﺭﻯ‬ ‫ﻟﻠﺤﺼﻭل ﻋﻠﻰ ﻤﻨﺘﺠﺎﺕ ﺠﺩﻴﺩﺓ ﺃﻭ ﻤﺸﺭﻭﻉ ﺠﺩﻴﺩ ﺃﻭ ﺘﺤﺴﻴﻥ ﻓﻲ ﺍﻵﻟﺔ ﺃﻭ ﺍﻟﺴﻠﻌﺔ ﺃﻭ‬ ‫ﻓﻲ ﺍﻟﺒﺭﺍﻤﺞ.‬ ‫2( ﺍﻻﺒﺘﻜﺎﺭ ﺍﻟﺨﺎﺼﺔ ﺒﺎﻟﻌﻤﻠﻴﺔ: ﻴﺭﻜﺯ ﻫﺫﺍ ﺍﻟﻨﻭﻉ ﻋﻠﻰ ﺍﺴﺘﺤﺩﺍﺙ ﻋﻤﻠﻴﺎﺕ ﺇﻨﺘﺎﺝ ﺠﺩﻴﺩﺓ‬ ‫ﺒﻁﺭﻴﻘﺔ ﺘﺅﺜﺭ ﻓﻲ ﻜﻤﻴﺔ ﺍﻹﻨﺘﺎﺝ ﻭﺠﻭﺩﺘﻪ، ﺃﻭ ﺒﺼﻭﺭﺓ ﺘﺤﺴﻴﻥ ﻟﻠﻌﻤﻠﻴﺔ ﺍﻹﻨﺘﺎﺠﻴﺔ‬ ‫ﺍﻟﻘﺎﺌﻤﺔ. ﻭﻫﻭ ﺘﻔﺎﻋل ﺍﻷﻓﺭﺍﺩ ﻤﻊ ﺍﻷﺸﻴﺎﺀ، ﻴﻭﻀﺢ ﻜﻴﻔﻴﺔ ﺇﻨﺘﺎﺝ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﺘﻁﻭﻴﺭﻩ.‬ ‫3( ﺍﻻﺒﺘﻜﺎﺭ ﺍﻟﺨﺎﺹ ﺒﺎﻹﺠﺭﺍﺀﺍﺕ: ﻭﻫﻭ ﻋﻼﻗﺔ ﺍﻷﻓﺭﺍﺩ ﻓﻴﻤﺎ ﺒﻴﻨﻬﻡ ﻟﺘﻨﻔﻴﺫ ﺍﻟﻌﻤﻠﻴﺎﺕ ﻀﻤﻥ‬ ‫ﺇﺠﺭﺍﺀﺍﺕ ﻤﺘﺴﻠﺴﻠﺔ ﻤﻥ ﺃﺠل ﺇﻨﺘﺎﺝ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﻋﻤل ﺍﻟﻤﺸﺭﻭﻉ.‬ ‫ﻭﻴﻘﺼﺩ ﺒﺎﻻﺒﺘﻜﺎﺭ ﻭﻀﻊ ﺍﻷﻓﻜﺎﺭ ﺍﻟﺠﺩﻴﺩﺓ ﺃﻭ ﻏﻴﺭ ﺍﻟﺘﻘﻠﻴﺩﻴﺔ ﻤﻭﻀﻊ ﺍﻟﺘﻁﺒﻴﻕ ﺍﻟﻔﻌﻠﻲ ﻓﻲ‬ ‫ﻤﻤﺎﺭﺴﺎﺕ ﺍﻟﻤﻨﻅﻤﺔ. ﻤﻤﺎ ﻻ ﺸﻙ ﻓﻴﻪ ﺇﻥ ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ ﺃﺼﺒﺤﺎ ﻴﺤﻘﻘﺎﻥ ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ،‬ ‫ﻭﺍﻟﻁﻠﺏ ﻋﻠﻴﻬﻤﺎ ﻴﺘﺯﺍﻴﺩ ﻷﻨﻬﻤﺎ ﻴﻤﻜﻥ ﺃﻥ ﻴﺸﻜﻼ ﺍﻟﻀﻤﺎﻨﺔ ﻟﻠﺒﻘﺎﺀ ﻭﺍﻟﻨﻤﻭ. ﻭﺇﻥ ﺍﻗﺘﺭﺍﺏ ﺃﻱ ﺸﺭﻜﺔ‬

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‫84‬ ‫ﻤﻥ ﺸﺭﻜﺔ ﺍﺒﺘﻜﺎﺭﻴﺔ ﻴﻤﺜل ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ. ﻴﻘﻭل ﺒﻴﺘﺭ ﻏﺭﻭﺏ )‪- (Peter Grob‬ﻤﺼﻤﻡ ﻭﻤﺩﻴﺭ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ- ﺇﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻟﻴﺱ ﻋﻤﻠﻴﺔ ﺇﺒﺩﺍﻋﻴﺔ، ﻤﻊ ﺃﻨﻬﺎ ﻤﻥ ﺍﺨﺘﺼﺎﺹ ﺍﻟﻨﺎﺱ ﺍﻟﻤﺒﺩﻋﻴﻥ،‬ ‫ﻭﺍﻟﺘﺼﻤﻴﻡ ﻫﻭ ﺤﺭﺍﺭﺓ ﺍﻻﺒﺘﻜﺎﺭ، ﻭﻫﻭ ﻋﻤﻠﻴﺔ ﺘﻌﺩﻴل ﻭﺘﺤﻜﻡ، ﺘﺸﺠﻊ ﻋﻠﻰ ﺍﻹﺒﺩﺍﻉ ﻓﻲ ﺍﻟﻤﻨﻅﻤﺔ،‬
‫ﺤﻴﺙ ﺘﻜﻭﻥ ﻤﻬﺎﺭﺍﺕ ﺍﻟﻤﺼﻤﻤﻴﻥ ﻤﺸﺎﺒﻬﺔ ﻟﺘﻠﻙ ﺍﻟﺨﺎﺼﺔ ﺒﺎﻟﻤﻘﺎﻭﻟﻴﻥ. ) ‪Borja de‬‬ ‫31:3002,‪(Mozota‬‬

‫ﺇﻥ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻟﻌﻤﻠﻴﺔ ﺍﻻﺒﺘﻜﺎﺭﺍﺕ ﻋﺎﺩﺓ ﺘﺯﻴﺩ ﻓﻲ ﻨﻀﺞ ﺍﻷﻋﻤﺎل، ﻭﺯﻴﺎﺩﺓ ﺍﻟﻔﺎﺌﺩﺓ،‬ ‫ﻤﻥ ﺘﺼﻤﻴﻡ ﺍﻟﻤﻨﺘﺞ ﺍﻟﺫﻱ ﻴﺅﺩﻱ ﺇﻟﻰ ﻜﻠﻔﺔ ﺃﻗل ﻋﻨﺩ ﺍﻟﺘﺼﻨﻴﻊ. ﻭﺍﻟﺼﻨﺎﻋﺎﺕ ﺍﻟﻴﺎﺒﺎﻨﻴﺔ ﻭﻀﻌﺕ‬ ‫ﺭﻫﺎﻨ ﹰ ﻜﺒﻴﺭﹰ ﻋﻠﻰ ﻫﺫﺍ ﺍﻟﻌﺎﻤل ﺍﻟﺫﻱ ﻴﻌﺯﻯ ﻟﻜﺜﻴﺭ ﻤﻥ ﻨﺠﺎﺤﺎﺘﻬﺎ ﻓﻲ ﻤﺠﻤل‬ ‫ﺍ‬ ‫ﺎ‬
‫ﺼﻨﺎﻋﺎﺘﻬﺎ.)342 :0891,‪(Porter‬‬

‫ﺇﻥ ﺍﻻﺒﺘﻜﺎﺭ ﻓﻲ ﺍﻟﻤﺸﺎﺭﻴﻊ ﻴﺭﺘﺒﻁ ﺇﺭﺘﺒﺎﻁﹰ ﻭﺜﻴﻘ ﹰ ﺒﺨﺼﺎﺌﺹ ﺍﻟﻤﺸﺭﻭﻉ ﻭﺍﻟﻌﻤﻼﺀ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﻭﺍﻟﺠﻬﺎﺕ ﺍﻻﺨﺭﻯ ﺍﻟﻤﺴﺎﻫﻤﺔ ﻓﻲ ﺍﻟﻤﺸﺭﻭﻉ، ﻤﺜل ﺜﻘﺎﻓﺔ ﻤﻜﺘﺏ ﺍﻟﺘﺼﻤﻴﻡ، ﻭﺨﺼﺎﺌﺹ‬ ‫ﺍﻟﻤﻭﻅﻔﻴﻥ ﺍﻟﺫﻴﻥ ﻴﻌﻤﻠﻭﻥ ﻓﻴﻪ، ﺴﻭﺍﺀ ﺃﻜﺎﻨﺕ ﻤﺎﺩﻴﺔ ﺃﻭ ﺇﻓﺘﺭﺍﻀﻴﺔ ﻭﺍﻟﻤﺘﻭﺍﺠﺩﺓ ﻓﻲ ﺒﻴﺌﺔ ﺍﻟﻤﻜﺘﺏ.‬ ‫ﻓﺎﻻﺒﺘﻜﺎﺭ ﻴﻌﻨﻲ ﺍﻟﺘﻐﻴﻴﺭ، ﻭﻋﻤﻠﻴﺔ ﺍﻟﺘﻐﻴﻴﺭ ﺘﺤﺘﺎﺝ ﺇﻟﻰ ﺇﺩﺍﺭﺓ ﻤﺘﺄﻨﻴﺔ ﻀﻤﻥ ﺇﻁﺎﺭ ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﻭﺍﻟﻤﺸﺎﺭﻴﻊ ﺍﻟﺘﻲ ﺘﻘﻭﻡ ﺒﻬﺎ، ﻓﻤﺩﻴﺭﻭ ﺍﻟﻤﺸﺎﺭﻴﻊ ﻴﺴﻬﻤﻭﻥ ﺃﻴﻀ ﹰ ﻓﻲ ﺍﻻﺒﺘﻜﺎﺭ، ﻤﻥ ﺨﻼل ﺍﻟﻁﺭﻴﻘﺔ‬ ‫ﺎ‬ ‫ﺍﻟﺘﻲ ﺘﺩﺍﺭ ﺒﻬﺎ ﺍﻟﻤﻬﺎﻡ ﺍﻟﻴﻭﻤﻴﺔ، ﻭﺍﻷﻁﺭ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ ﻹﺩﺍﺭﺓ ﺃﻨﺸﻁﺔ ﺍﻟﺘﺼﻤﻴﻡ، ﻭﻤﺩﻯ ﺍﻟﺴﻴﻁﺭﺓ‬ ‫ﺍﻟﺘﻲ ﻴﻤﺎﺭﺴﻬﺎ ﺍﻟﻤﺩﻴﺭﻭﻥ ﻭﺘﺅﺜﺭ ﺃﻴﻀ ﹰ ﻋﻠﻰ ﺍﻟﺠﻭ ﺍﻟﻌﺎﻡ ﻤﻥ ﺤﻴﺙ ﺘﺸﺠﻴﻊ ﺃﻭ ﻗﻤﻊ ﺍﻻﺒﺘﻜﺎﺭ ﻓﻲ‬ ‫ﺎ‬
‫ﺍﻟﻤﻨﻅﻤﺔ. )51:7002,‪(Emmitt‬‬

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‫94‬ ‫ب( اﻹﺑﺪاع:‬ ‫ﻭﻴﻌﺭﻑ ﺍﻹﺒﺩﺍﻉ ﻓﻲ ﺍﻟﻤﻨﻅﻤﺔ ﺒﺄﻨﻪ ﺘﻘﺩﻴﻡ ﻤﻨﺘﺞ ﺠﺩﻴﺩ ﻋﻠﻰ ﺸﻜل ﺴﻠﻌﺔ ﺃﻭ ﺨﺩﻤﺔ، ﺃﻭ‬ ‫ﺍﻟﺘﺠﺩﻴﺩ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻹﻨﺘﺎﺝ ﺃﻭ ﻨﺸﺎﻁ ﺍﻟﻤﺸﺭﻭﻉ، ﻭﻫﻭ ﺃﻴﻀ ﹰ ﻨﺎﺘﺞ ﺍﻟﻤﻭﺍﺭﺩ، ﺃﻭ ﺒﻠﻐﺔ ﺍﻹﻗﺘﺼﺎﺩ،‬ ‫ﺎ‬ ‫ﺘﻐﻴﻴﺭ ﻓﻲ ﺍﻟﻘﻴﻤﺔ، ﻭﺍﻟﺭﻀﺎ ﺍﻟﻨﺎﺘﺞ ﻋﻥ ﺍﻟﻤﻭﺍﺭﺩ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ ﻤﻥ ﻗﺒل ﺍﻟﻌﻤﻼﺀ. ﻭﻫﺫﺍ ﺍﻟﺘﻐﻴﻴﺭ‬ ‫ﻴﺘﺼﻑ ﺒﺎﻟﺠﺩﺓ ﻭﺍﻷﺼﺎﻟﺔ ﻭﺍﻟﻘﻴﻤﺔ "ﺍﻟﻔﺎﺌﺩﺓ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ" ﻭﺇﻨﻪ ﺴﻠﻭﻙ ﺘﻨﻤﻭﻱ ﺇﻨﺴﺎﻨﻲ ﻴﺨﻠﻕ‬ ‫ﺃﺸﺨﺎﺼﹰ ﻟﺩﻴﻬﻡ ﺍﻟﻘﺩﺭﺓ ﻋﻠﻰ ﺍﻟﻨﺒﻭﻍ ﻭﺍﻟﺘﻭﻗﺩ ﻭﺭﺒﻁ ﺍﻟﺘﻔﻜﻴﺭ ﺍﻟﻭﺍﻋﻲ ﺒﺎﻟﻼﻭﺍﻋﻲ ﻟﺤل ﺍﻟﻤﺸﺎﻜل،‬ ‫ﺎ‬ ‫ﻭﻟﺩﻴﻬﻡ ﺍﻫﺘﻤﺎﻡ ﺒﺘﻁﻭﻴﺭ ﻤﺠﺎﻻﺕ ﺠﺫﺏ ﺇﻨﺘﺒﻬﺎﻫﻡ ﻜﻤﺎ ﻴﻤﺘﻠﻜﻭﻥ ﺤﺱ ﺍﻟﻤﺴﺅﻭﻟﻴﺔ، ﻭﺍﻟﺘﺄﺜﻴﺭ ﻋﻠﻰ‬ ‫ﺍﻵﺨﺭﻴﻥ، ﻭﻜﺫﻟﻙ ﻫﻭ ﺤﺴﻥ ﺍﻟﺤﺩﺱ، ﻭﺍﻟﺒﺩﻴﻬﻴﺔ ﻓﻲ ﺤل ﺍﻟﻤﺸﺎﻜل، ﻭﻤﻌﺎﻟﺠﺔ ﺍﻷﻤﻭﺭ ﺒﺤﺼﺎﻓﺔ،‬ ‫ﻭﻴﺭﺘﻜﺯ ﺍﻟﻤﺒﺩﻋﻭﻥ ﻋﻠﻰ ﺍﻟﺘﻔﻜﻴﺭ ﺍﻟﺫﻫﻨﻲ، ﻭﺍﻟﺘﻔﻜﻴﺭ ﺍﻟﺒﻨﺎﺀ، ﻭﻴﺒﺩﻭ ﻋﻠﻴﻬﻡ ﺍﻟﻤﺜﺎﺒﺭﺓ ﻭﺍﻟﺠﺩﻴﺔ،‬ ‫ﻭﺍﻟﺴﻌﻲ ﺍﻟﺩﺍﺌﻡ ﻟﺘﺤﺴﻴﻥ ﻋﻤﻠﻬﻡ، ﻜﻤﺎ ﻴﻬﺘﻤﻭﻥ ﺒﺄﻓﻜﺎﺭﻫﻡ ﺍﻟﺸﺨﺼﻴﺔ، ﻭﻴﺘﺴﻤﻭﻥ ﺒﺎﻟﺒﺤﺙ ﻋﻥ‬
‫ﺍﻟﺠﺩﻴﺩ ﺩﺍﺌﻤ ﹰ، ﺤﻴﺙ ﻴﺒﺤﺜﻭﻥ ﻋﻥ ﺍﻟﺤﻘﺎﺌﻕ، ﻭﻏﺎﻟﺒ ﹰ ﺘﻜﻭﻥ ﻗﻨﺎﻋﺘﻬﻡ ﻤﺒﻨﻴﺔ ﻋﻠﻰ ﺍﻟﻭﺍﻗﻊ.)ﺍﻟﺴﺭﺤﺎﻥ،‬ ‫ﺎ‬ ‫ﺎ‬ ‫5002: 01(‬

‫ﺇﺫﹰ ﺍﻹﺒﺩﺍﻉ ﻫﻭ ﺍﻟﻘﺩﺭﺓ ﻋﻠﻰ ﺠﻤﻊ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﻟﺘﻁﻭﻴﺭ ﺃﻓﻜﺎﺭ ﺠﺩﻴﺩﺓ ﻭﺒﻌﺒﺎﺭﺓ ﺃﺨﺭﻯ ﻫﻭ‬ ‫ﺍ‬ ‫ﺘﻁﻭﻴﺭ ﺍﻷﻓﻜﺎﺭ ﺍﻹﺒﺩﺍﻋﻴﺔ ﺍﻟﺘﻲ ﺘﻌﻜﺱ ﺍﻟﺤﺎﺠﺎﺕ ﺍﻟﻤﺩﺭﻜﺔ ﻭﺘﺴﺘﺠﻴﺏ ﻟﻠﻔﺭﺹ ﻓﻲ ﺍﻟﻤﻨﻅﻤﺔ،‬ ‫ﻭﻫﻭ ﻴﻌﺘﺒﺭ ﺍﻟﺨﻁﻭﺓ ﺍﻷﻭﻟﻰ ﻟﻼﺒﺘﻜﺎﺭ، ﻭﻴﺴﺎﻫﻡ ﻓﻲ ﻨﺠﺎﺡ ﺍﻟﻤﻨﻅﻤﺔ ﻋﻠﻰ ﺍﻟﻤﺩﻯ ﺍﻟﻁﻭﻴل، ﻜﻤﺎ‬ ‫ﺃﻨﻪ ﻴﺤﺴﻥ ﻤﻥ ﺼﻨﻊ ﺍﻟﻘﺭﺍﺭ ﻤﻥ ﺨﻼل ﺘﺸﺠﻴﻊ ﺍﻟﻌﺼﻑ ﺍﻟﺫﻫﻨﻲ ﻜﺄﺤﺩ ﺍﻷﺴﺎﻟﻴﺏ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ‬ ‫ﻓﻲ ﺠﻤﻊ ﺃﻓﻜﺎﺭ ﺍﻟﺠﻤﺎﻋﺔ ﻤﻌ ﹰ ﻟﺘﻁﻭﻴﺭ ﺃﻓﻜﺎﺭ ﺠﺩﻴﺩﺓ ﺒﺤﺭﻴﺔ ﻭﻋﻔﻭﻴﺔ ﺩﻭﻥ ﺍﻨﺘﻘﺎﺩ.‬ ‫ﺎ‬
‫)ﺍﻟﺴﻜﺎﺭﻨﺔ،5002: 72(‬

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‫05‬ ‫ﻭﻴﻌ ‪‬ﻑ ﺍﻹﺒﺩﺍﻉ ﻋﻠﻰ ﺃﻨﻪ ﻗﺩﺭﺓ ﺍﻟﻔﺭﺩ ﻋﻠﻰ ﺇﻴﺠﺎﺩ ﺍﺭﺘﺒﺎﻁﺎﺕ ﻏﻴﺭ ﻋﺎﺩﻴﺔ ﺒﻴﻥ ﺍﻷﻓﻜﺎﺭ،‬ ‫ﺭ‬ ‫ﻭﺒﺠﻤﻊ ﺍﻷﻓﻜﺎﺭ ﺒﻁﺭﻴﻘﺔ ﻓﺭﻴﺩﺓ ﻤﻥ ﻨﻭﻋﻬﺎ. ﻭﻫﺫﻩ ﻋﻤﻠﻴﺔ ﻋﻘﻼﻨﻴﺔ ﺘﺘﺄﺜﺭ ﺒﺎﻟﺒﻴﺌﺔ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‬ ‫ﻭﺍﻟﺜﻘﺎﻓﻴﺔ ﺍﻟﺘﻲ ﺘﺤﺩﺙ ﻓﻴﻬﺎ، ﻭﻓﻲ ﺴﻴﺎﻕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﻔﺎﻋﻠﻪ ﻤﻊ ﻤﺸﺎﺭﻴﻊ ﺍﻟﺘﺼﻤﻴﻡ ﻟﻸﻓﺭﺍﺩ‬ ‫ﻓﺈﻥ ﺃﺴﻠﻭﺏ ﺍﻟﻘﻴﺎﺩﺓ ﺍﻟﻤﻁﺒﻕ ﻴﺅﺜﺭ ﻋﻠﻰ ﺍﺴﺘﻘﻼﻟﻴﺔ ﻤﻼﺤﻅﺔ ﺍﻟﻔﺭﺩ ﻭﻋﻠﻰ ﺍﻟﺩﻭﺍﻓﻊ ﺍﻟﺠﻭﻫﺭﻴﺔ ﺃﻭ‬ ‫ﺍﻟﺤﻘﻴﻘﻴﺔ ﻟﻸﻓﺭﺍﺩ، ﻭﺒﺎﻟﺘﺎﻟﻲ ﻋﻠﻰ ﺇﺒﺩﺍﻉ ﺍﻟﻤﺸﺎﺭﻜﻴﻥ. ﻭﻴﺸﻤل ﺍﻹﺒﺩﺍﻉ ﺜﻼﺜﺔ ﻤﻜﻭﻨﺎﺕ، ﻴﺒﻴﻨﻬﺎ‬
‫ﺍﻟﺸﻜل ﺍﻵﺘﻲ: )2:7002,‪(Emmitt‬‬

‫ﺍﻟﺩﺍﻓﻌﻴﺔ ﺃﻭ‬ ‫ﺍﻟﺩﺍﻓﻊ‬

‫ﻤﻬﺎﺭﺍﺕ ﺍﻟﺘﻔﻜﻴﺭ‬ ‫ﺍﻹﺒﺩﺍﻋﻲ‬

‫ﺍﻟﺨﺒﺭﺓﻭﺍﻹﻁﻼﻉ‬ ‫ﺍﻟﻭﺍﺴﻊ‬

‫‪Creativity‬‬

‫ﺍﻹﺒﺩﺍﻉ‬

‫ﺸﻜـل)7(: ﺍﻟﻔــﺭﺩ ﻭﺍﻹﺒﺩﺍﻉ، ﺍﻟﻤﺼﺩﺭ: )2:7002,‪(Emmitt‬‬

‫1. ﺍﻟﺩﺍﻓﻌﻴﺔ )ﺍﻟﺩﻭﺍﻓﻊ( ‪ :Motivation‬ﻓﻬﻲ، ﺒﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﻬﻨﺩﺴﻴﻥ ﺍﻟﻤﻌﻤﺎﺭﻴﻴﻥ، ﺠﻭﻫﺭﻴﺔ‬ ‫ﻭﺃﺴﺎﺴﻴﺔ ﻟﻠﻌﻤل ﺍﻟﻤﺒﺩﻉ.‬ ‫2. ﺍﻟﺨﺒﺭﺓ ﻭﺍﻻﻁﻼﻉ ﺍﻟﻭﺍﺴﻊ: ﻭﻫﻲ ﺍﻻﻁﻼﻉ ﺍﻟﻭﺍﺴﻊ ﻓﻲ ﻤﺠﺎل ﺍﻟﺘﺼﻤﻴﻡ ﻭﻤﺩﻯ ﻭﺍﺴﻊ‬ ‫ﻓﻲ ﻤﺠﺎل ﺍﻟﺨﺒﺭﺓ ﺍﻹﺠﺭﺍﺌﻴﺔ ﻭﺍﻟﺘﻘﻨﻴﺔ.‬

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‫15‬ ‫3. ﻤﻬﺎﺭﺍﺕ ﺍﻟﺘﻔﻜﻴﺭ ﺍﻹﺒﺩﺍﻋﻲ: ﻭﻫﻭ ﻤﻁﻭﺭ ﺒﺸﻜل ﻋﺎ ٍ ﻟﺩﻯ ﺍﻟﻤﻬﻨﺩﺴﻴﻥ ﺍﻟﻤﻌﻤﺎﺭﻴﻴﻥ.‬ ‫ل‬ ‫ﺎ‬ ‫ﻭﻻ ﻴﻌﺘﺒﺭ ﺍﻹﺒﺩﺍﻉ ﻭﺍﻻﺒﺘﻜﺎﺭ ﻤﻘﺘﺼﺭﹰ ﻋﻠﻰ ﺇﻨﺘﺎﺝ ﺍﻟﻨﺸﺎﻁ ﺍﻟﻔﺭﺩﻱ ﻭﺇﻨﻤﺎ ﻴﻜﻭﻥ ﺭﺍﺴﺨﹰ‬ ‫ﺍ‬ ‫ﻭﻤﺴﺘﻘﺭﹰ ﻓﻲ ﺍﻷﻋﻤﺎل ﻭﺍﻷﻨﺸﻁﺔ ﺍﻟﺠﻤﺎﻋﻴﺔ ﻀﻤﻥ ﻤﻜﺘﺏ ﺍﻟﺘﺼﻤﻴﻡ. ﻭﻴﺘﻀﻤﻥ ﺍﻟﺘﺄﺜﻴﺭﺍﺕ‬ ‫ﺍ‬ ‫ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﻭﺍﻟﺜﻘﺎﻓﻴﺔ ﻜﻤﺎ ﻓﻲ ﺍﻟﺸﻜل )8(: ) ﻤﻜﺘﺏ ﺍﻟﺘﺼﻤﻴﻡ – ﺍﻟﺯﺒﺎﺌﻥ - ﺜﻘﺎﻓﺔ ﺍﻟﻤﺸﺭﻭﻉ –‬ ‫ﺍﻟﻤﺠﺘﻤﻊ( )3:7002,‪.(Emmitt‬‬ ‫ﺜﻘﺎﻓﺔ ﺍﻟﻤﺸﺭﻭﻉ‬

‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺃﻭ‬

‫ﻤﻜﺘﺏ‬

‫ﺍﻟﻤﺠﺘﻤﻊ‬

‫ﺍﻟﺯﺒﺎﺌﻥ‬

‫ﺸﻜــل )8(: ﺍﻟﺘﺄﺜﻴﺭﺍﺕ ﺍﻟﺜﻘﺎﻓﻴﺔ ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ ﻋﻠﻰ ﺍﻹﺒﺩﺍﻉ ﻭﺍﻻﺒﺘﻜﺎﺭ‬

‫2- اﻟﺠﻮدة‬
‫ﺍﻟﺠﻭﺩﺓ ﺘﻌﻨﻲ ﺍﻟﺘﻭﺍﻓﻕ ﺒﻴﻥ ﺍﻟﻌﻤﻠﻴﺎﺕ ﻭﺍﻟﻤﺨﺭﺠﺎﺕ، ﺃﻭ ﺒﻴﻥ ﻤﺎ ﻫﻭ ﻤﻘﺩﻡ ﻭﺒﻴﻥ ﻤﺎ‬ ‫ﻴﺤﺘﺎﺠﻪ ﺍﻟﻌﻤﻼﺀ، ﻭﺘﻬﺩﻑ ﺇﻟﻰ ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﺃﻭ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﺍﻟﻤﺒﻨﻰ ﺍﻟﻤﻨﺎﺴﺏ ﻟﻠﻌﻤﻼﺀ ﻭﺘﺨﻔﻴﺽ‬ ‫ﺍﻟﺨﺴﺎﺌﺭ. ﻭﺍﻟﺠﻭﺩﺓ ﻻ ﺘﻘﻭﻡ ﻋﻠﻰ ﺍﻟﺘﻭﺠﻴﻬﺎﺕ ﺍﻟﺫﺍﺘﻴﺔ ﻟﻠﻤﺩﻴﺭﻴﻥ ﻭﺍﻟﻌﺎﻤﻠﻴﻥ ﺒل ﺘﻘﻭﻡ ﻋﻠﻰ ﺘﺤﻠﻴل‬ ‫ﺭﻏﺒﺎﺕ ﺍﻟﻌﻤﻼﺀ ﻭﻤﺘﺎﺒﻌﺔ ﺁﺭﺍﺌﻬﻡ ﻭﺇﻨﻁﺒﺎﻋﺘﻬﻡ ﻟﻠﺤﺼﻭل ﻋﻠﻰ ﺭﻀﺎ ﺍﻟﻤﺴﺎﻫﻤﻴﻥ ﻭﺍﻟﻌﻤﻼﺀ ﻤﻌ ﹰ،‬ ‫ﺎ‬

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‫25‬ ‫ﺇﻥ ﺃﻓﻀل ﺍﻟﺘﻘﻨﻴﺎﺕ ﺍﻹﺩﺍﺭﻴﺔ ﻟﺘﺤﺴﻴﻥ ﺍﻟﺠﻭﺩﺓ ﻫﻲ ﺇﺩﺍﺭﺓ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺸﺎﻤﻠﺔ ﺃﻭ ﺍﻟﺘﻲ ﻴﺘﻁﻠﺏ‬ ‫ﻨﺠﺎﺤﻬﺎ ﺘﻭﺠﻴﻪ ﺍﻷﻨﺸﻁﺔ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ ﻜﹼﻬﺎ ﻓﻲ ﺍﻟﻤﻨﻅﻤﺔ ﻨﺤﻭ ﺍﻟﺠﻭﺩﺓ ﻭﺇﻥ ﺘﺒﻨﻲ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺸﺎﻤﻠﺔ‬ ‫ﻠ‬
‫ﺘﻌﺩ ﻤﺼﺩﺭﹰ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ.)ﺤﺎﺘﻭﻍ،6002:42(‬ ‫ﺍ‬

‫اﻟﺠﻮدة اﻟﺸﺎﻣﻠﺔ ﻓﻲ ﺧﺪﻣﺔ اﻟﺘﺼﻤﯿﻢ‬ ‫ﺇﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺠﻭﺩﺓ ﻤﺒﺩﺃ ﻨﺸﻁ ﻭﻓﻌﺎل، ﻭﻫﺩﻓﻪ ﻫﻭ ﺠﻌل ﺍﻷﻓﺭﺍﺩ ﻴﺩﺭﻜﻭﻥ ﻤﺴﺅﻭﻟﻴﺎﺘﻬﻡ ﻓﻲ‬ ‫ﺘﺤﻘﻴﻕ ﻫﺩﻑ ﻤﺸﺘﺭﻙ ﻫﻭ: ﺘﻁﻭﻴﺭ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﺍﻟﺨﺩﻤﺔ ﺃﻭ ﺍﻟﻤﺒﺎﻨﻲ ﺍﻟﺘﻲ ﺴﻴﺭﻯ ﻓﻴﻬﺎ ﺍﻟﻌﻤﻴل ﻗﻴﻤﺔ‬ ‫ﺃﻜﺒﺭ ﻤﻥ ﻏﻴﺭﻫﺎ. ﻭﻤﻔﻬﻭﻡ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺸﺎﻤﻠﺔ ﻴﻌﺘﺒﺭ ﻤﺜﺎ ﹰ ﺠﻴﺩﹰ ﻟﻨﻤﻭﺫﺝ ﻤﻘﺎﺭﺏ ﻹﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻻ ﺍ‬ ‫ﻭﻴﻤﻜﻥ ﻭﺼﻔﻬﺎ ﻜﻤﺎ ﻴﻠﻲ:‬ ‫1. ﻴﻤﻜﻥ ﻗﻴﺎﺱ ﻭﺘﺤﺴﻴﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻥ ﻁﺭﻴﻕ ﺃﺴﺎﻟﻴﺏ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺸﺎﻤﻠﺔ.‬ ‫2. ﺘﺼﻤﻴﻡ ﺍﻟﻨﻤﺎﺫﺝ ﺍﻟﺘﻲ ﺘﺨﺩﻡ ﻋﻤﻠﻴﺎﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ، ﻭﻭﻀﻊ ﺃﺴﺎﻟﻴﺏ ﻟﻘﻴﺎﺱ ﻭﻓﻬﻡ‬ ‫ﺍﻟﺠﻭﺩﺓ، ﺘﻘﻊ ﻀﻤﻥ ﺃﺴﺎﻟﻴﺏ ﺇﺩﺍﺭﺓ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺸﺎﻤﻠﺔ.‬ ‫ﻨﺴﺘﻁﻴﻊ ﺃﻥ ﻨﺴﻘﻁ ﻤﺴﺎﻫﻤﺎﺕ ﺃﺴﺎﻟﻴﺏ ﺇﺩﺍﺭﺓ ﺍﻟﺠﻭﺩﺓ ﻋﻠﻰ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻤﻥ ﻤﻨﻅﻭﺭ‬ ‫ﻋﻠﻤﻲ ﻭﺇﺩﺍﺭﻱ ﻭﺍﻟﻤﻭﺍﺭﺩ ﺍﻟﺒﺸﺭﻴﺔ. ﺇﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻴﻭﻅﻑ ﺒﻌﺽ ﺍﻟﺘﻘﻨﻴﺎﺕ ﺍﻟﻌﻠﻤﻴﺔ ﻤﻥ ﺇﺩﺍﺭﺓ‬ ‫ﺍﻟﺠﻭﺩﺓ، ﻤﺜل ﺒﻴﺌﺔ ﺍﻟﻌﻤل ﻭﺍﻟﺘﺴﻭﻴﻕ ﻭﺘﺤﻠﻴل ﺍﻟﻘﻴﻤﺔ. ﻜﻤﺎ ﺇﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺘﺴﺘﻔﻴﺩ ﻓﻲ ﺃﺴﺎﻟﻴﺏ‬ ‫ﺇﺩﺍﺭﺓ ﺍﻟﺠﻭﺩﺓ ﻟﺘﻁﻭﻴﺭ ﺃﺩﻭﺍﺘﻬﺎ. ﻓﻀ ﹰ ﻋﻥ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﺩﻭﺍﺕ ﻟﻘﻴﺎﺱ ﻓﻌﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺘﺤﻘﻴﻕ‬ ‫ﻼ‬ ‫ﺭﻀﻰ ﺍﻟﻌﻤﻼﺀ. ﻭﺍﻟﺘﺼﻤﻴﻡ ﺒﺩﻭﺭﻩ ﻴﻘﺩﻡ ﺭﺅﻴﺎ ﻟﻠﺠﻭﺩﺓ ﺍﻟﺘﻲ ﻻ ﻴﻤﻜﻥ ﻗﻴﺎﺴﻬﺎ ﻜﻤﻴ ﹰ، ﺒل ﻴﻨﻅﺭ ﺇﻟﻰ‬ ‫ﺎ‬ ‫ﻨﻭﻋﻴﺔ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﺍﻟﻤﺸﺭﻭﻉ ﺃﻭ ﺍﻟﺨﺩﻤﺔ. ﻓﻨﺤﻥ ﻨﻨﺘﻘل ﻤﻥ ﻤﻔﻬﻭﻡ ﻗﻴﺎﺱ ﺍﻟﺠﻭﺩﺓ ﺇﻟﻰ ﻗﻴﺎﺱ ﺇﺩﺭﺍﻙ‬ ‫ﺍﻟﺠﻭﺩﺓ، ﻭﺍﻟﻤﺼﻤﻤﻴﻥ ﻴﺴﻬﻤﻭﻥ ﻓﻲ ﺘﻬﻴﺌﺔ ﺇﺩﺭﺍﻙ ﺍﻟﺠﻭﺩﺓ. ﻓﺎﻟﺠﻭﺩﺓ ﺘﻌﻤل ﻋﻠﻰ ﺘﺤﺴﻴﻥ ﺍﻟﺘﻘﻨﻴﺎﺕ‬ ‫ﺎ‬ ‫ﻭﺒﺎﻟﺘﺎﻟﻲ ﻻ ﻴﻜﻭﻥ ﻟﻬﺎ ﻤﻌﻨﻰ ﺩﻭﻥ ﻤﺸﺎﺭﻜﺔ ﺍﻟﻤﻭﻅﻑ. ﻜﻤﺎ ﺃﻥ ﺍﻟﺠﻭﺩﺓ ﺃﺼﺒﺤﺕ ﻋﺎﻤ ﹰ ﺃﺴﺎﺴﻴﹰ‬ ‫ﻼ‬

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‫35‬ ‫ﻓﻲ ﺍﻟﻘﺩﺭﺓ ﻋﻠﻰ ﺍﻟﻤﻨﺎﻓﺴﺔ، ﻭﻫﺫﺍ ﻴﻨﻁﺒﻕ ﻋﻠﻰ ﺍﻟﻤﻨﺘﺞ ﺍﻟﻨﻬﺎﺌﻲ ﺃﻭ ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ، ﻓﻀ ﹰ ﻋﻥ‬ ‫ﻼ‬ ‫ﻋﻤﻠﻴﺎﺕ ﺍﻟﺒﺤﺙ ﻭﺍﻟﺘﺤﻠﻴل ﻋﻥ ﺃﺴﺒﺎﺏ ﺍﻟﻤﺸﻜﻠﺔ ﻭﺼﻭ ﹰ ﺇﻟﻰ ﺃﺼﻠﻬﺎ، ﻭﻫﻭ ﻨﺘﻴﺠﺔ ﻁﺒﻴﻌﻴﺔ ﻓﻲ‬ ‫ﻻ‬ ‫ﺍﻟﻌﻤﻠﻴﺔ ﺍﻹﺒﺩﺍﻋﻴﺔ، ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺍﻷﺴﻠﻭﺏ ﺍﻟﻤﻨﻅﻡ ﻟﻠﻌﻤﻠﻴﺎﺕ، ﻋﻨﺩﻤﺎ ﺘﻭﺍﺠﻪ ﺍﻹﺩﺍﺭﺓ ﻤﺸﻜﻠﺔ‬
‫ﻤﺘﻜﺭﺭﺓ ﻟﺘﺼﻤﻴﻡ ﻤﺘﻜﺎﻤل. )67:3002,‪(Borja de Mozota‬‬

‫ﺇﻥ ﺍﻟﻤﺸﺎﺭﻴﻊ ﻴﺠﺏ ﺃﻥ ﺘﺩﺍﺭ ﺒﺸﻜل ﻴﺤﺎﻓﻅ ﻋﻠﻰ ﺍﻟﺘﻭﺍﺯﻥ ﺍﻟﻤﻨﺎﺴﺏ ﺒﻴﻥ ﺍﻟﻭﻗﺕ ﻭﺍﻟﺘﻜﻠﻔﺔ‬ ‫ﻭﺍﻷﺩﺍﺀ )ﺍﻟﺠﻭﺩﺓ(، ﻭﺍﻟﺘﻲ ﺘﻌﺘﺒﺭ ﺃﻫﻡ ﺜﻼﺙ ﻋﻭﺍﻤل ﺘﺅﺜﺭ ﻓﻲ ﺇﺩﺍﺭﺓ ﺃﻱ ﻤﺸﺭﻭﻉ ﻜﻤﺎ ﻓﻲ ﺍﻟﺸﻜل‬ ‫)9(. ﻭﻻ ﺸﻙ ﺒﺄﻥ ﻤﻘﺎﻴﻀﺔ ﺍﻟﻘﺭﺍﺭﺍﺕ ﻭﺍﻵﺜﺎﺭ ﺍﻟﻤﺘﺭﺘﺒﺔ ﻋﻠﻰ ﻜل ﻋﺎﻤل ﺴﻭﻑ ﻴﺤﺘﺎﺝ ﺇﻟﻰ‬ ‫ﺘﻘﻴﻴﻡ ﻀﺩ ﺍﻟﻤﺘﻁﻠﺒﺎﺕ ﺍﻟﻤﺘﻌﺎﺭﻀﺔ )ﻋﻠﻰ ﺴﺒﻴل ﺍﻟﻤﺜﺎل، ﺨﻔﺽ ﺍﻟﺘﻜﻠﻔﺔ ﻭﺭﻓﻊ ﺍﻟﺠﻭﺩﺓ(‬
‫.)941:6002,‪(Best‬‬

‫ﺍﻟﻭﻗﺕ‬

‫ﺍﻟﻤﺼﺩﺭ: )941:6002,‪(Best‬‬

‫ﺍﻷﺩﺍﺀ/ﺍﻟﺠﻭﺩﺓ‬

‫ﺍﻟﺘﻜﻠﻔﺔ‬

‫ﺸﻜل )9(: ﺍﻷﺒﻌﺎﺩ ﺍﻟﺘﻲ ﺘﺅﺜﺭ ﻓﻲ ﺍﻟﻤﺸﺭﻭﻉ‬

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‫45‬ ‫ﺒﻌﺽ ﻤﻘﺎﻴﻴﺱ ﺍﻷﺩﺍﺀ)ﺍﻟﺠﻭﺩﺓ( ﻟﺘﻁﻭﻴﺭ ﺍﻟﻤﺸﺎﺭﻴﻊ ﻭﺘﺄﺜﻴﺭﻫﺎ ﻋﻠﻰ ﺍﻟﻘﺩﺭﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ.‬
‫ﺍﻟﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺍﻟﻘﺩﺭﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫§ ﺴﻤﻌﺔ ﺍﻟﻤﻨﻅﻤﺔ-ﻭﻻﺀ‬ ‫§ ﺍﻟﺠﺎﺫﺒﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻟﻠﻌﻤﻼﺀ‬ ‫ ﻟﺤﺼﺔ ﺍﻟﺴﻭﻕ.‬‫ﺍﻟﺠﺎﺭﻴﺔ ﻟﻠﺨﺩﻤﺎﺕ.‬ ‫§ ﺍﻟﺭﺒ ‪‬ﻴﺔ -ﺍﻟﺘﻜﻠﻔﺔ‬ ‫ﺤ‬ ‫ﺍﻟﻌﻤﻼﺀ‬ ‫ﺍﻟﻤﻘﻴﺎﺱ‬ ‫ﺍﻟﻤﻁﺎﺒﻘﺔ – ﺍﻟﻤﻭﺜﻭﻗﻴﺔ ﻋﻨﺩ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ - ﺃﺩﺍﺀ ﻭﺭﻀﺎ‬ ‫ﺍﻟﻌﻤﻼﺀ.‬ ‫ﺍﻟﺘﺴﻠﻴﻡ - ﻤﺎ ﻴﻨﺘﺞ ﻋﻥ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ.‬ ‫§‬ ‫ﺍﻟﻤﺼﺩﺭ:)761 , 1002 , ‪(Chase‬‬ ‫ﺍﻹﺴﺘﺨﺩﺍﻡ.‬ ‫§‬ ‫§‬ ‫ﺍﻟﺠﻭﺩﺓ‬ ‫ﺍﻷﺩﺍﺀ‬

‫ﺠﺩﻭل )5(: ﻤﻘﻴﺎﺱ ﺍﻟﺠﻭﺩﺓ ﻟﺘﻁﻭﻴﺭ ﺍﻟﻤﺸﺎﺭﻴﻊ‬ ‫ﺇﻥ ﺍﻟﻌﺩﻴﺩ ﻤﻥ ﺍﻟﻤﻨﻅﻤﺎﺕ ﺍﻟﻤﻨﺸﺄﺓ ﺤﺩﻴﺜ ﹰ، ﺍﻟﺘﻲ ﺘﻔﺘﻘﺭ ﺍﻟﻰ ﻭﺠﻭﺩ ﺍﻟﻤﻌﺎﻴﻴﺭ ﻭﺍﺴﺘﺨﺩﺍﻡ‬ ‫ﺎ‬ ‫ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ ﺍﻟﺤﺩﻴﺜﺔ ﺘﻌﺎﻨﻲ ﻤﻥ ﻋﺩﻡ ﺍﻨﺘﻅﺎﻡ ﺠﻭﺩﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻟﻠﻤﻨﺘﺠﺎﺕ ﺃﻭ ﺍﻟﻤﺸﺎﺭﻴﻊ. ﻭﺇﻥ ﻋﺩﻡ‬ ‫ﻭﻟﻭ ﻓﻲ ﻋﺩﺩ ﻗﻠﻴل ﻤﻥ ﺍﻟﻤﻨﻅﻤﺎﺕ، ﻴﻤﻜﻥ ﺃﻥ ﻴﺅﺜﺭ ﺴﻠﺒ ﹰ ﻋﻠﻰ ﺼﻭﺭﺓ‬ ‫ﺎ‬ ‫ﺍﻨﺘﻅﺎﻡ ﺍﻟﺠﻭﺩﺓ،‬

‫ﻭﻤﺼﺩﺍﻗﻴﺔ ﻜﺎﻤل ﺍﻟﻘﻁﺎﻉ ﺃﻭ ﺍﻟﺼﻨﺎﻋﺔ.)322:0891 ,‪(Porter‬‬

‫ﻭﺇﻥ ﺍﻻﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺔ ﻟﺘﺼﻤﻴﻡ ﺍﻟﻤﺸﺭﻭﻉ ﺃﻭ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺘﺸﻤل ﺍﺨﺘﻴﺎﺭ ﻤﻭﺍﺩ‬ ‫ﻭﺃﺠﺯﺍﺀ ﻻﺴﺘﺨﺩﺍﻤﻬﺎ ﻓﻲ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻨﻴﻊ ﺃﻭ ﺍﻹﻨﺸﺎﺀ ﺍﻟﻭﺍﺠﺏ ﺇﺘﺒﺎﻋﻬﺎ، ﻭﻴﺠﺏ ﺃﻥ ﻴﺘﻡ ﺍﺨﺘﻴﺎﺭ‬ ‫ﺍﻟﻤﻭﺍﺩ ﻟﺘﻠﺒﻴﺔ ﺍﻻﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﻭﻅﻴﻔﻴﺔ ﻟﻠﺘﺼﻤﻴﻡ، ﻭﺒﺎﻟﺘﺎﻟﻲ ﻓﺈﻥ ﻤﻌﺭﻓﺔ ﺨﻭﺍﺹ ﺍﻟﻤﻭﺍﺩ ﺍﻟﻬﻨﺩﺴﻴﺔ‬
‫ﺃﻤﺭ ﻀﺭﻭﺭﻱ ﻟﻠﺘﺼﻤﻴﻡ. ﻭﺇﻥ ﺠﻭﺩﺓ ﻫﺫﻩ ﺍﻟﻤﻭﺍﺩ ﺘﺅﺩﻱ ﺇﻟﻰ ﺠﻭﺩﺓ ﺍﻟﻤﺸﺭﻭﻉ ﺒﺄﻜﻤﻠﻪ. ) ,‪Evans‬‬ ‫471:0991(‬ ‫ﺇﻥ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺸﺎﻤﻠﺔ ﻟﻬﺎ ﺃﻫﺩﺍﻑ ﻭﺍﻀﺤﺔ ﻜﺜﻴﺭﺓ ﻭﻤﻨﻬﺎ ﻤﺎ ﻴﻠﻲ: )ﺤﻤﻭﺩ،0002: 38(‬

‫1. ﺘﺤﻘﻴﻕ ﺍﻟﺭﺒﺤﻴﺔ ﻭﺍﻟﻘﺩﺭﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻓﻲ ﺍﻟﺴﻭﻕ.‬

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‫55‬ ‫2. ﺘﺤﻘﻴﻕ ﺍﻟﺭﻀﺎ ﻟﺩﻯ ﺍﻟﻌﻤﻼﺀ ﺒﺘﺼﻤﻴﻡ ﻤﺸﺎﺭﻴﻊ ﺘﻨﺴﺠﻡ ﻤﻊ ﺭﻏﺒﺎﺕ ﻭﺤﺎﺠﺎﺕ ﺍﻟﻌﻤﻼﺀ‬ ‫ﺒﻤﺨﺘﻠﻑ ﻁﻤﻭﺤﺎﺘﻬﻡ.‬ ‫3. ﺯﻴﺎﺩﺓ ﺍﻟﻔﻌﺎﻟﻴﺔ ﺍﻟﺘﻨﻅﻴﻤﻴﺔ: ﺇﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺸﺎﻤﻠﺔ ﺘﻘﻭﻡ ﻋﻠﻰ ﺤﻘﻴﻘﺔ ﻤﻔﺎﺩﻫﺎ ﺒﺄﻥ‬ ‫ﺍﻟﺠﻭﺩﺓ ﻤﺴﺅﻭﻟﻴﺔ ﻜﺎﻓﺔ ﺍﻷﻓﺭﺍﺩ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ ﺍﻟﻤﻨﻅﻤﺔ ﻟﺫﺍ ﻓﻬﻲ ﺘﺴﻌﻰ ﺇﻟﻰ ﺘﺤﻘﻴﻕ ﺍﻟﺤﺩ‬ ‫ﺍﻷﻗﺼﻰ ﺒﺎﻟﻌﻤل ﺍﻟﺠﻤﺎﻋﻲ ﻭﺘﺸﺠﻴﻌﻪ.‬

‫3- ﺟﻤﺎﻟﯿﺔ اﻟﺘﺼﻤﯿﻢ‬ ‫ﻴﻌﺘﻤﺩ ﺇﺩﺭﺍﻙ ﺍﻟﺠﻤﺎﻟﻴﺔ ﻜﻭﻅﻴﻔﺔ ﻋﻠﻰ ﻋﻭﺍﻤل ﻤﺨﺘﻠﻔﺔ: ﺍﻟﻌﺎﻁﻔﺔ )ﺍﻷﺤﺎﺴﻴﺱ ﺍﻟﺫﺍﺘﻴﺔ(،‬ ‫ﻭﺍﻟﻤﻌﺭﻓﺔ، )ﺍﻹﺤﺴﺎﺱ ﺒﺎﻟﺠﻤﺎﻟﻴﺔ ﻤﺭﺘﺒﻁ ﺒﺎﻟﻤﺨﺯﻭﻥ ﺍﻟﻤﻌﺭﻓﻲ ﻟﺩﻯ ﺍﻟﺸﺨﺹ، ﻭﻤﺎ ﻴﻔﺴﺭﻩ‬ ‫ﺍﻟﺸﺨﺹ ﺒﺎﻟﻤﻌﺭﻓﺔ( ﻭﺍﻟﻔﺴﻴﻭﻟﻭﺠﻴﺔ ) ﺇﺩﺭﺍﻙ ﺍﻟﺠﻤﺎﻟﻴﺔ ﻴﻌﺘﻤﺩ ﻋﻠﻰ ﻨﻭﻋﻴﺔ ﺍﻟﻤﺸﺎﻋﺭ(، ﻭﻫﻨﺎﻙ‬ ‫ﺎ‬ ‫ﻤﺭﺍﺤل ﻓﺴﻴﻭﻟﻭﺠﻴﺔ ﻭﻅﺭﻭﻑ ﻨﻔﺴﻴﺔ ﻟﻠﺸﺨﺼﻴﺔ ﺘﺅﺜﺭ ﻓﻲ ﺇﺩﺭﺍﻙ ﺍﻟﺠﻤﺎﻟﻴﺔ. ﻓﺎﻟﺠﻤﺎﻟﻴﺔ ﻏﺎﻟﺒﹰ‬ ‫ﺘﺭﺘﺒﻁ ﺒﺎﻟﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺸﺨﺼﻴﺔ ﺤﻴﺙ ﻨﺭﻯ ﻜل ﻴﻭﻡ ﺃﺸﻜﺎ ﹰ ﻤﺨﺘﻠﻔﺔ ﻤﻥ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﻤﺒﺎﻨﻲ ﺍﻟﺘﻲ‬ ‫ﻻ‬ ‫ﺘﺅﺜﺭ ﻋﻠﻰ ﻨﻭﻋﻴﺔ ﺤﻴﺎﺘﻨﺎ، ﻭﺇﻥ ﺍﺴﺘﺨﺩﺍﻡ ﻤﻨﺘﺠﺎﺕ ﺠﻤﻴﻠﺔ ﻴﻭﻓﺭ ﺍﻟﻤﺘﻌﺔ ﻭﺍﻟﺘﺸﻭﻴﻕ. ﺍﻻ ﺇﻥ ﻨﺘﻴﺠﺔ‬ ‫ﺘﻔﺼﻴل ﺍﻟﺠﻤﺎﻟﻴﺔ ﻤﻥ ﺤﻴﺙ ﻤﺒﺩﺃ ﺍﻟﻜﻤﺎل ﻟﻸﺸﻜﺎل، ﻭﺍﻟﺭﺴﺎﻟﺔ ﺍﻟﺠﻤﺎﻟﻴﺔ ﺘﻨﺠﻡ ﻋﻥ ﺍﻹﻨﺴﺠﺎﻡ‬ ‫ﻟﻌﻭﺍﻤل ﻤﺨﺘﻠﻔﺔ: ﻜﺎﻟﺘﻨﺎﺴﺏ، ﻭﺍﻟﻤﺘﺎﻨﺔ، ﻭﺍﻹﻴﻘﺎﻉ، ﻭﺍﻟﺘﻔﻜﻴﺭ، ﻭﺍﻟﺘﺭﺘﻴﺏ، ﻭﺍﻟﻌﻔﻭﻴﺔ.‬ ‫ﺇﻥ ﻤﺒﺎﺩﺉ ﺍﻟﺘﺼﻤﻴﻡ ﻟﻬﺎ ﺘﺄﺜﻴﺭ ﻭﺍﻀﺢ ﻋﻠﻰ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻥ ﻭﺍﻟﻌﻤﻼﺀ ﻭﻴﺘﻡ ﺘﻔﻀﻴل ﺍﻟﺠﻤﺎﻟﻴﺔ‬ ‫ﺤﺴﺏ ﺍﻹﺩﺭﺍﻙ ﻭﺍﻻﺴﺘﺠﺎﺒﺔ. ﻓﺸﻜل ﺍﻟﺠﺴﻡ ﻤﺜ ﹰ ﻴﻘﻭﻡ ﻋﻠﻰ ﻤﺒﺎﺩﺉ ﺍﻟﺘﺼﻤﻴﻡ ﻤﺜل ﻤﺒﺩﺃ ﺍﻟﻭﺤﺩﺓ.‬ ‫ﻼ‬ ‫ﻭﺍﻟﺠﻤﺎﻟﻴﺔ ﺘﺴﺘﺠﻴﺏ ﻟﻸﺸﻜﺎل ﺍﻷﻜﺜﺭ ﻤﻼﺌﻤﺔ ﻤﻊ ﻤﺒﺎﺩﺉ ﺍﻟﺘﺼﻤﻴﻡ. ﻭﻤﺒﺎﺩﺉ ﺍﻟﺘﺼﻤﻴﻡ ﺘﻘﻭﻡ ﻋﻠﻰ‬ ‫ﺍﻷﺴﺱ ﺍﻟﺘﻲ ﻴﻤﻜﻥ ﻤﻥ ﺨﻼﻟﻬﺎ ﻓﻬﻡ ﺁﻟﻴﺔ ﺍﻻﺴﺘﺠﺎﺒﺔ ﻟﻠﺠﻤﺎﻟﻴﺔ، ﺇﻥ ﺍﻷﻓﻀﻠﻴﺔ ﺍﻟﺠﻤﺎﻟﻴﺔ ﺘﺘﺄﺜﺭ‬

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‫65‬ ‫ﺒﺎﻟﻁﺭﻕ ﺍﻟﺘﻲ ﻴﻤﻜﻥ ﺍﻟﺸﻜل ﻤﻥ ﺨﻼﻟﻬﺎ ﺃﻥ ﻴﺤﻘﻕ ﻤﺒﺩﺃ ﺍﻟﻭﺤﺩﺓ. ﻭﻫﺫﺍ ﻴﺸﻴﺭ ﺇﻟﻰ ﺃﻥ ﻓﻲ‬ ‫ﺎ‬ ‫ﺍﻟﻤﺴﺘﻘﺒل، ﺃﺜﺭ ﻟﻠﻤﺒﺎﺩﺉ ﺍﻷﺨﺭﻯ ﻟﻠﺘﺼﻤﻴﻡ ﻤﺜل ﻤﺒﺩﺃ ﺍﻟﺘﻤﺎﺜل. ﻭﻴﻤﺜل ﺸﻜل ﺍﻟﻤﻨﺘﺞ ﻋﺩﺩﹰ ﻤﻌﻴﻨ ﹰ‬ ‫ﺍ‬ ‫ﻤﻥ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﻤﻭﺤﺩﺓ ﻤﻊ ﺒﻌﻀﻬﺎ ﺒﻌﻀ ﹰ ﻭﻴﺨﺘﺎﺭﻫﺎ ﻓﺭﻴﻕ ﺍﻟﺘﺼﻤﻴﻡ ﻹﻨﺘﺎﺝ ﻤﻨﺘﺞ ﻤﻌﻴﻥ ﻴﺅﺜﺭ‬ ‫ﺎ‬ ‫ﻓﻲ ﺍﻟﺤﻭﺍﺱ. ﻓﺎﻟﻤﺼﻤﻤﻭﻥ ﻴﺨﺘﺎﺭﻭﻥ ﺍﻟﺤﺠﻡ ﻭﺍﻟﻘﻴﺎﺴﺎﺕ، ﻭﺍﻹﻴﻘﺎﻉ، ﻭﺍﻟﺘﻨﺎﺴﺏ، ﻭﺍﻟﻤﻭﺍﺩ‬ ‫ﺍﻟﻤﺴﺘﺨﺩﻤﺔ، ﻭﺍﻟﻠﻭﻥ، ﻭﺍﻟﺴﻁﻭﺡ، ﻭﺍﻟﺯﺨﺭﻓﺔ، ﻭﺍﻟﻤﻠﻤﺱ ﻭﻴﻘﻭﻤﻭﻥ ﺒﺎﻟﺨﻠﻁ ﺒﻴﻥ ﻫﺫﻩ ﺍﻟﻌﻨﺎﺼﺭ‬
‫ﻤﻥ ﺃﺠل ﺘﺤﻘﻴﻕ ﻤﺴﺘﻭﻯ ﻤﻌﻴﻥ ﻤﻥ ﻭﺤﺩﺓ ﺍﻟﺸﻜل. )39:3002,‪(Borja de Mozota‬‬

‫ﻫﻨﺎﻙ ﺜﻼﺜﺔ ﻋﻭﺍﻤل ﺇﻨﺴﺎﻨﻴﺔ ﺃﺴﺎﺴﻴﺔ ﺘﻌﻤل ﻋﻠﻰ ﺨﻠﻕ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺫﻱ ﻴﺸﺒﻊ ﺭﻏﺒﺎﺕ‬ ‫ﺍﻟﻌﻤﻼﺀ، ﻭﺘﺘﺤﻘﻕ ﺍﻟﺠﻤﺎﻟﻴﺔ ﺒﺘﻜﺎﻤل ﺍﻟﺤﻠﻘﺎﺕ ﺍﻟﺜﻼﺜﺔ ﻤﻊ ﺒﻌﻀﻬﺎ ﺍﻟﺒﻌﺽ ﻤﻥ ﻤﻨﻅﻭﺭ ﻓﻠﺴﻔﻲ‬
‫ﻭﺇﻨﺴﺎﻨﻲ، ﻭﻫﻲ ﻜﻤﺎ ﻓﻲ ﺍﻟﺸﻜل ﺍﻵﺘﻲ: )4921:3002 ,‪(Liu‬‬

‫ﺍﻟﺤﻘﻴﻘﺔ‬

‫ﺍﻟﺨﻴﺭ‬

‫ﺍﻟﺠﻤﺎل‬

‫ﺸﻜل )01(: ﺍﻟﻌﻭﺍﻤل ﺍﻟﺘﻲ ﺘﺤﻘﻕ ﺍﻟﺠﻤﺎﻟﻴﺔ، ﺍﻟﻤﺼﺩﺭ:)4921:3002 ,‪(Liu‬‬

‫ﻫﺫﻩ ﺍﻟﻘﻴﻡ ﺍﻟﺠﻤﺎﻟﻴﺔ ﻭﺍﺨﺘﻼﻑ ﺘﻌﺒﻴﺭﺍﺘﻬﺎ ﻫﻲ ﺍﻨﻌﻜﺎﺱ ﻟﻠﺘﻁﻭﺭ ﺍﻟﺫﻱ ﻴﻁﺭﺃ ﻋﻠﻰ‬ ‫ﺍﻟﻤﺠﺘﻤﻊ ﺍﻟﻔﻨﻲ. ﻭﻋﻤﻭﻤ ﹰ ﺇﻥ ﺃﻜﺜﺭ ﺍﻟﺘﻐﻴﺭﺍﺕ ﺍﻟﺘﻲ ﺤﺩﺜﺕ ﻓﻲ ﺍﻟﻤﺠﺘﻤﻊ ﺍﻟﻐﺭﺒﻲ، ﻫﻲ ﺒﺴﺒﺏ‬ ‫ﺎ‬

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‫75‬ ‫ﺍﻟﺘﻁﻭﺭ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻲ ﻭﺍﻟﺘﻐﻴﺭﺍﺕ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻭﺍﻟﺴﻴﺎﺴﻴﺔ ﺍﻟﺠﺩﻴﺩﺓ. ﻭﻟﺫﻟﻙ ﻓﺈﻥ ﺍﻟﺠﻤﺎﻟﻴﺔ‬ ‫ﺘﻌﻜﺱ ﺃﻴﻀ ﹰ ﻓﺭﺩﻴﺔ ﺍﻟﻤﻬﻨﺩﺴﻴﻥ ﺍﻟﻤﻌﻤﺎﺭﻴﻴﻥ ﻭﺍﻟﻤﺼﻤﻤﻴﻥ ﺍﻟﺼﻨﺎﻋﻴﻴﻥ ﻓﻲ ﺍﻟﺘﻌﺒﻴﺭ ﻋﻥ‬ ‫ﺎ‬ ‫ﺸﺨﺼﻴﺎﺘﻬﻡ. ﺒﻨﺎﺀ ﻋﻠﻰ ﻤﻴل ﺍﻟﻤﺼﻤﻤﻴﻥ ﻟﺘﺠﺭﺒﺔ ﺍﻟﺸﻜل، ﺍﻟﻤﻭﺍﺩ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ، ﻭﺍﻟﺯﺨﺭﻓﺔ‬ ‫ﻟﺨﻠﻕ ﺃﺴﻠﻭﺏ ﺠﻤﺎﻟﻲ ﺠﺩﻴﺩ ﻭﻤﻔﺭﺩﺍﺕ ﺠﻤﺎﻟﻴﺔ ﺠﺩﻴﺩﺓ. ﻭﻟﺫﻟﻙ ﻓﺈﻥ ﺍﻟﻤﺭﻭﻨﺔ ﻓﻲ ﺤﻘﻴﻘﺔ‬ ‫ﺍﻟﺠﻤﺎﻟﻴﺔ ﻗﺩ ﺴﺎﻫﻤﺕ ﺒﺎﻟﺘﻌﺩﺩﻴﺔ ﺍﻟﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﻲ ﺘﻤﻴﺯ ﺍﻟﻭﺍﻗﻊ ﺍﻟﻤﻌﺎﺼﺭ ﻟﻠﻬﻨﺩﺴﺔ ﺍﻟﻌﻤﺎﺭﻴﺔ‬ ‫ﻭﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺼﻨﺎﻋﻲ، ﻭﻫﻨﺎﻟﻙ ﺴﺒﻊ ﻗﻴﻡ ﺠﻤﺎﻟﻴﺔ ﻟﻠﺘﺼﻤﻴﻡ، ﻭﻫﻲ:‬
‫8002,‪www.wikipedia.org/wiki/Architectural-design‬‬

‫1. ﺍﻟﺠﻭﺍﻨﺏ ﺍﻟﻔﻨﻴﺔ ﻭﺍﻟﺘﻌﺒﻴﺭ ﻋﻥ ﺍﻟﺫﺍﺕ: ﺘﺘﻤﻴﺯ ﺒﺄﻨﻬﺎ ﺍﻟﺘﻌﺒﻴﺭ ﻋﻥ ﻓﺭﺩﻴﺔ ﺍﻟﺫﺍﺕ،‬ ‫ﻭﺍﻟﺫﺍﺘﻴﺔ ﺍﻟﺭﻭﺤﻴﺔ، ﻭﺇﺒﺩﺍﻉ ﺍﻟﺨﻴﺎل، ﻭﺍﻟﻤﻭﺍﺭﺩ ﺍﻟﺩﺍﺨﻠﻴﺔ، ﻭﺍﻟﺤﺩﺱ، ﻭﺍﻟﺘﻲ ﻴﻨﺒﻐﻲ‬
‫ﺍﻟﺘﺼﻤﻴﻡ.))4002( .‪(Fedders , K‬‬

‫ﺇﺴﺘﻐﻼﻟﻬﺎ ﻭﺘﻜﻭﻥ ﻗﺎﻋﺩﺓ ﺘﺴﺘﺨﺩﻡ ﻋﻨﺩ‬

‫2. ﺭﻭﺡ ﺍﻟﻌﺼﺭ ﻓﻲ ﻗﻴﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ: ﺭﻭﺡ ﺍﻟﻌﺼﺭ ﻴﺩل ﻋﻠﻰ ﺍﻟﻤﻨﺎﺥ ﺍﻟﻔﻜﺭﻱ ﻭﺍﻟﺜﻘﺎﻓﻲ‬ ‫ﻟﻠﻌﺼﺭ، ﻭﻫﻭ ﻤﺎ ﻴﻤﻜﻥ ﺍﺴﺘﻨﺒﺎﻁﻪ ﻤﻥ ﺘﺠﺭﺒﺔ ﻤﻌﻴﻨﺔ ﻟﻭﺠﻬﺔ ﻨﻅﺭ ﺍﻟﻌﺎﻟﻡ. ﻨﺤﻭ‬
‫))0002(.‪(Brolin, B.C‬‬

‫ﺍﻟﺠﻤﺎﻟﻴﺔ، ﺍﻟﺘﻲ ﺘﻌﺭﺏ ﻋﻥ ﺘﻔﺭﺩ ﻤﺒﺘﻬﺞ ﻟﺫﻟﻙ ﺍﻟﻭﻗﺕ.‬

‫3. ﺍﻟﻬﻴﻜﻠﻴﺔ ﻭﺍﻟﻭﻅﻴﻔﻴﺔ ﻭﺍﻟﻤﺎﺩﻴﺔ ﻟﻤﺼﺩﺍﻗﻴﺔ ﻗﻴﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ: ﻤﺼﺩﺍﻗﻴﺔ ﺍﻟﻬﻴﻜﻠﻴﺔ ﻫﻲ ﺃﻥ‬ ‫ﻴﻅﻬﺭ ﺍﻟﻬﻴﻜل ﻫﺩﻓﻪ ﺍﻟﺤﻘﻴﻘﻲ ﻭﺍﻟﻐﺎﻴﺔ ﻤﻨﻪ ﻭﺃﻻ ﻴﻜﻭﻥ ﻤﺠﺭﺩ ﺯﻴﻨﺔ، ﺍﻤﺎ ﻤﺼﺩﺍﻗﻴﺔ‬ ‫ﺍﻟﻭﻅﻴﻔﻴﺔ ﻓﺘﺭﺘﺒﻁ ﺒﺎﻟﻤﻨﺘﺞ ﺃﻭ ﺍﻟﺒﻨﺎﺀ ﺍﻟﺫﻱ ﻴﻜ ‪‬ﻥ ﺍﻟﺸﻜل ﻭﻴﺨﺩﻡ ﺍﻟﻭﻅﻴﻔﺔ ﺍﻟﺘﻲ ‪‬ﻤل‬ ‫ﻋ‬ ‫ﻭ‬ ‫ﻤﻥ ﺃﺠﻠﻬﺎ ﻭﺘﺅﺩﻱ ﺇﻟﻰ ﺘﺤﻘﻴﻘﻬﺎ، ﻤﺼﺩﺍﻗﻴﺔ ﺍﻟﻤﻭﺍﺩ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ ﺍﻟﺘﻲ ﻴﺘﻡ ﺍﺨﺘﻴﺎﺭﻫﺎ‬

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‫85‬ ‫ﻭﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﺒﺨﺼﺎﺌﺹ ﻤﻌﻴﻨﺔ ﻋﻠﻰ ﺃﺴﺎﺱ ﻤﺎ ﻴﺘﻁﻠﺒﻪ ﺍﻟﺘﺼﻤﻴﻡ، ﻭ ﺘﺅﺜﺭ ﻋﻠﻰ ﺍﻟﺸﻜل‬
‫))0002( .‪( (Brolin, B.C‬‬

‫ﺍﻟﻤﺭﺍﺩ ﻋﻤﻠﻪ.‬

‫4. ﺒﺴﺎﻁﺔ ﻗﻴﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ: ﻗﻴﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻤﺭﺘﺒﻁﺔ ﺒﻔﻜﺭﺓ ﺃﻥ ﺍﻷﺸﻜﺎل ﺍﻟﺒﺴﻴﻁﺔ ﺴﻭﻑ‬
‫) .‪Silverstrin, C‬‬

‫ﺘﺤﺭﺭ ﺍﻟﺫﺍﺕ ﻤﻥ ﻓﻭﻀﻰ ﺍﻟﺤﻴﺎﺓ، ﻭﺍﻟﻤﺴﺎﻫﻤﺔ ﻓﻲ ﺍﻟﻬﺩﻭﺀ ﻭﺍﻟﺭﺍﺤﺔ.‬
‫)9991((‬

‫5. ﻁﺒﻴﻌﺔ ﻭﺤﻴﻭﻴﺔ ﻗﻴﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ: ﻴﺘﻡ ﻋﻤل ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺃﺴﺎﺱ ﺃﻥ ﺘﻜﻭﻥ ﻫﺫﻩ‬
‫) .‪Pearson ,D‬‬

‫ﺍﻟﻘﻴﻤﺔ ﻤﻤﻴﺯﺓ ﺒﻤﻨﺤﻨﻴﺎﺕ ﺤﺭﺓ، ﻭﺨﻁﻭﻁ ﻏﻴﺭ ﻤﺘﻨﺎﺴﻘﺔ ﻭﺃﺸﻜﺎل ﻤﻌﺒﺭﺓ.‬
‫)1002((‬

‫6. ﺍﻟﻘﻴﻤﺔ ﺍﻟﻜﻼﺴﻴﻜﻴﺔ ﻭﺍﻟﺘﻘﻠﻴﺩﻴﺔ ﻟﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ: ﺇﻥ ﻗﻴﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻤﺭﺘﺒﻁﺔ‬ ‫ﺒﺎﻟﻔﺭﻭﻕ ﺍﻹﻗﻠﻴﻤﻴﺔ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻭﺍﻟﻤﻨﺎﺥ ﻭﺍﻟﺘﺭﺍﺙ ﻭﺍﻟﺜﻘﺎﻓﺎﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ، ﻤﻤﺎ ﻴﺨﻠﻕ‬
‫))4002( .‪( Geterntar , M & Dubrucq . V‬‬

‫ﺘﻌﺒﻴﺭﺍﺕ ﺠﻤﺎﻟﻴﺔ ﻤﻤﻴﺯﺓ ﻭﻤﺨﺘﻠﻔﺔ.‬

‫7. ﻗﻴﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻹﻗﻠﻴﻤﻴﺔ: ﺇﻥ ﻗﻴﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺘﺴﻌﻰ ﻟﺨﻠﻕ ﻋﻼﻗﺔ ﺒﻴﻥ ﺍﻟﻤﺎﻀﻲ‬ ‫ﻭﺍﻟﺤﺎﻀﺭ ﻤﻥ ﺃﺸﻜﺎل ﺍﻟﺒﻨﺎﺀ، ﻭﺃﺨﻴﺭﹰ ﻓﺈﻥ ﻫﺫﻩ ﺍﻟﻘﻴﻤﺔ ﻫﻲ ﺃﻴﻀ ﹰ ﻓﻲ ﻜﺜﻴﺭ ﻤﻥ‬ ‫ﺎ‬ ‫ﺍ‬ ‫ﺍﻷﺤﻴﺎﻥ ﺫﺍﺕ ﺼﻠﺔ ﻓﻲ ﺨﻠﻕ ﺍﻟﻬﻭﻴﺔ ﺍﻟﻭﻁﻨﻴﺔ ﻭﺍﻹﻗﻠﻴﻤﻴﺔ ﻭﺍﻟﺤﻔﺎﻅ ﻋﻠﻴﻬﺎ.‬ ‫ﺍ‬ ‫ﺇﻥ ﺘﺤﺩﻴﺩ ﺍﻟﺴﻤﺎﺕ ﺍﻟﺠﻤﺎﻟﻴﺔ ﻟﻤﻅﻬﺭ ﺘﺼﻤﻴﻡ ﻤﻨﺘﺞ ﺃﻭ ﻤﺒﻨﻰ، ﻴﻌﻁﻴﻪ ﺘﻤﻴﺯﹰ ﺃﻭ ﻤﻅﻬﺭﹰ‬ ‫ﺍ‬ ‫ﻤﻌﻴﻨ ﹰ ﺃﻭ ﺼﻭﺭﺓ ﺫﻫﻨﻴﺔ. ﺘﻅﻬﺭ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﺍﻟﻤﺒﻨﻰ ﺒﺸﻜل ﻤﺤﺩﺩ ﻤﻥ ﺤﻴﺙ: ﺍﻟﺘﻨﺎﺴﺏ، ﻭﺍﻷﻟﻭﺍﻥ،‬ ‫ﺎ‬ ‫ﻭﺍﻟﺸﻜل، ﻭﺍﻟﻤﻭﺍﺩ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ، ﻭﺍﻟﻤﻠﻤﺱ. ﻭﺇﻥ ﺫﻟﻙ ﻴﺅﺩﻱ ﺍﻟﻰ ﻅﻬﻭﺭ ﺘﺠﺭﺒﺔ ﺇﻴﺠﺎﺒﻴﺔ ﺘﻌﻤل‬ ‫ﻋﻠﻰ ﺯﻴﺎﺩﺓ ﻗﺒﻭل ﺍﻟﺘﺼﻤﻴﻡ ﻤﻥ ﺍﻟﻌﻤﻼﺀ ﻜﻤﺎ ﻓﻲ ﺍﻟﺸﻜل )11(. ﻭﺇﻥ ﻋﻠﻰ ﺍﻟﺘﺼﻤﻴﻡ ﺃﻥ ﻴﺤﻘﻕ‬
‫ﺜﻼﺜﺔ ﻋﻭﺍﻤل ﻟﺘﺤﻘﻴﻕ ﺍﻟﻐﺎﻴﺔ ﻤﻨﻪ: )565:6002,‪(Gemser‬‬

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‫ﺍﻟﻭﻅﻴﻔﻴﺔ‬

‫ﺍﻻﺴﺘﺨﺩﺍﻡ‬ ‫ﺸﻜل )11(: ﻋﻭﺍﻤل ﺘﺤﻘﻴﻕ ﺍﻟﻐﺎﻴﺔ ﻤﻥ ﺍﻟﺘﺼﻤﻴﻡ‬

‫ﺍﻟﺠﻤﺎﻟﻴﺔ‬

‫اﻟﺠﻤﺎﻟﯿﺔ ورﺳﺎﻟﺔ اﻟﻤﻨﻈﻤﺔ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻴﺼﺒﺢ ﻤﻔﻬﻭﻤ ﹰ ﻋﻨﺩﻤﺎ ﻴﻭﻀﻊ ﻀﻤﻥ ﺼﻴﺎﻏﺔ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﻭﻋﻨﺩﻤﺎ ﻴﺅﻜﺩ ﻋﻠﻰ‬ ‫ﺎ‬ ‫ﺍﻹﺒﺩﺍﻉ. ﻓﺎﻟﺠﻤﺎﻟﻴﺔ ﻴﻤﻜﻥ ﺃﻥ ﺘﺼﺒﺢ ﺇﺘﺠﺎﻫ ﹰ ﻟﺭﻓﻊ ﺸﺄﻥ ﺍﻟﻤﻨﻅﻤﺔ ﻀﻤﻥ ﺭﺴﺎﻟﺘﻬﺎ ﺍﻟﺘﻲ ﺘﺅﻜﺩ‬ ‫ﺎ‬ ‫ﻋﻠﻰ ﻨﺸﺭ ﺍﻟﺠﻤﺎل ﻓﻲ ﺍﻟﻤﺠﺘﻤﻊ، ﻭﺘﻜﺸﻑ ﻫﺫﻩ ﺍﻟﺭﺴﺎﻟﺔ ﺭﺅﻴﺔ ﺍﻟﻤﻨﻅﻤﺔ ﻟﻠﻌﺎﻟﻡ ﺍﻟﺘﻲ ﺃﺴﺴﺕ ﻓﻴﻪ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ، ﻓﺎﻟﺠﻤﺎﻟﻴﺔ ﺘﺘﺤﻜﻡ ﺒﺎﻟﺘﻌﻘﻴﺩﺍﺕ ﺍﻟﺘﻲ ﻴﻜﻭﻥ ﺴﺒﺒﻬﺎ ﺍﻟﻤﻨﻅﻤﺔ ﺃﻭ ﺍﻟﻌﻤﻼﺀ. ﻭﺍﻟﻘﺩﺭﺓ ﻋﻠﻰ‬ ‫ﺇﻨﺘﺎﺝ ﺍﻟﺠﻤﺎل ﺘﻌﺘﺒﺭ ﻋﻼﻤﺔ ﻋﻠﻰ ﺍﻟﻘﻭﺓ ﺍﻟﺘﻲ ﺘﺴﺘﺨﺩﻤﻬﺎ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺠﻤﺎﻟﻴﺔ، ﻭﺘﺘﻴﺢ ﺍﻟﺘﻔﺎﻋل‬ ‫ﺒﻴﻥ ﺍﻟﻤﻨﻅﻤﺔ ﻭﺍﻟﻌﻤﻴل، ﻭﺍﻟﺠﻤﺎﻟﻴﺔ ﺘﻌﻤل ﻜﻤﺸﺎﺭﻴﻊ ﺜﻘﺎﻓﻴﺔ ﻟﺘﺤﻘﻴﻕ ﺍﻟﺠﻤﺎل ﻓﻲ ﺍﻟﻌﺎﻟﻡ ﻤﻥ ﺨﻼل‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻟﻔﻥ. ﻭﻓﻲ ﻫﺫﺍ ﺍﻟﺴﻴﺎﻕ، ﻓﺈﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻴﻤﻜﻥ ﺃﻥ ﺘﻜﻭﻥ ﻤﺼﺩﺭﹰ ﻟﻠﻤﻴﺯﺓ‬ ‫ﺍ‬
‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻋﻥ ﻁﺭﻴﻕ ﻤﺴﺎﻋﺩﺘﻬﺎ ﻓﻲ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﻓﻲ ﺜﻼﺙ ﺠﻬﺎﺕ ﻤﺘﻜﺎﻤﻠﺔ: ) ‪Borja de‬‬ ‫941:3002,‪(Mozota‬‬

‫§ ﺍﻟﻤﺒﻨﻰ ﺃﻭ ﺍﻟﻤﻨﺘﺞ ﺍﻟﻤﺒﺩﻉ ﻭﺍﻟﻤﻨﻤﻕ.‬ ‫§ ﺇﻨﺸﺎﺀ ﺒﻨﻴﺔ ﺠﺩﻴﺩﺓ ﻟﻼﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﻭﺘﻐﻴﺭ ﻤﻨﻁﻘﻬﺎ.‬ ‫§ ﺇﻨﺸﺎﺀ ﺍﻷﺨﻼﻗﻴﺎﺕ ﻀﻤﻥ ﺍﻟﺠﻤﺎﻟﻴﺔ.‬

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‫06‬ ‫ﻨﺤﻥ ﻓﻲ ﻏﻤﺭﺓ ﺜﻭﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻷﻋﻤﺎل، ﻓﺎﻟﻤﻨﺎﻓﺴﺔ ﻟﻡ ﺘﻌﺩ ﺘﻌﺘﺒﺭ ﻤﺠﺭﺩ ﺨﻠﻕ ﻫﻴﻤﻨﺔ‬ ‫ﻓﻲ ﻨﻁﺎﻕ ﺍﻟﺼﻨﺎﻋﺎﺕ، ﺒل ﺇﻨﻬﺎ ﺍﻹﻨﺘﺎﺝ ﺍﻷﻨﻴﻕ ﺍﻟﻤﻜﺭﺭ ﻓﻲ ﺍﻟﺨﺩﻤﺎﺕ ﻭﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﻤﺒﺎﻨﻲ‬ ‫ﺒﺎﻻﺴﺘﻌﺎﻨﺔ ﺒﺎﻟﺨﻴﺎل. ﻭﻨﺘﻴﺠﺔ ﻟﺫﻟﻙ ﻓﺈﻥ ﺭﺠﺎل ﺍﻷﻋﻤﺎل ﻟﻴﺴﻭﺍ ﺒﺤﺎﺠﺔ ﺇﻟﻰ ﻓﻬﻡ ﺃﻓﻀل‬
‫ﻟﻠﻤﺼﻤﻤﻴﻥ ﻓﺤﺴﺏ ﺒل ﻫﻡ ﺒﺤﺎﺠﺔ ﺇﻟﻰ ﺃﻥ ﻴﺼﺒﺤﻭﺍ ﺸﺭﻜﺎﺀ ﻓﻲ ﺍﻟﺘﺼﻤﻴﻡ. )7:4002,‪(Mortin‬‬

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‫2-4 اﻟﺪراﺳﺎت اﻟﺴﺎﺑﻘﺔ اﻟﻌﺮﺑﯿﺔ واﻷﺟﻨﺒﯿﺔ‬
‫ﻴﻬﺩﻑ ﻫﺫﺍ ﺍﻟﺠﺯﺀ ﺇﻟﻰ ﺍﺴﺘﻌﺭﺍﺽ ﻋﺩﺩ ﻤﻥ ﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻟﺴﺎﺒﻘﺔ ﻓﻲ ﻤﺠﺎل ﺍﻟﺩﺭﺍﺴﺔ،‬ ‫ﻭﻜﺎﻵﺘﻲ:‬

‫2-4-1 دراﺳﺎت إدارة اﻟﺘﺼﻤﯿﻢ‬ ‫2-4-1-1 اﻟﺪراﺳﺎت اﻟﻌﺮﺑﯿﺔ‬
‫ﻻ ﻴﻭﺠﺩ ﺩﺭﺍﺴﺎﺕ ﺴﺎﺒﻘﺔ ﺒﺎﻟﻠﻐﺔ ﺍﻟﻌﺭﺒﻴﺔ ﻋﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺤﺩ ﻋﻠﻡ ﺍﻟﺒﺎﺤﺜﺔ.‬

‫2-4-1-2 اﻟﺪراﺳﺎت اﻷﺟﻨﺒﯿﺔ‬
‫ـﻭﺍﻥ: ‪"A Knowledge-Based Approach in Design‬‬ ‫ـﺔ )2991,‪ (Williams‬ﺒﻌﻨـ‬ ‫ ﺩﺭﺍﺴـ‬‫."‪Management for the Domain of Facilities Engineering‬‬

‫ﻫﺩﻑ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺍﻟﺘﺤﻘﻕ ﻤﻥ ﻤﻨﺎﻓﻊ ﺘﻜﻨﻭﻟﻭﺠﻴﺎ ﺍﻷﻨﻅﻤﺔ ﺍﻟﺨﺒﻴﺭﺓ ﺒﻁﺭﻴﻘﺔ‬ ‫ﺍﻹﻤﺴﺎﻙ ﺒﺎﻟﻤﻌﺭﻓﺔ ﺍﻟﻤﻔﻘﻭﺩﺓ. ﺇﻥ ﺍﻟﻤﻨﻁﻘﺔ ﺍﻟﻤﺤﺩﺩﺓ ﻤﻥ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻫﻲ ﻨﺸﺎﻁﺎﺕ ﺇﺩﺍﺭﺓ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﻤﺴﺘﻭﻯ ﺍﻟﺘﺠﻬﻴﺯﺍﺕ )ﺍﻟﺘﺸﻐﻴﻠﻲ(. ﻭﻗﺩ ﺃﻅﻬﺭﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻨﻪ ﻋﻨﺩ ﺍﻹﻤﺴﺎﻙ‬ ‫ﺒﺎﻟﻤﻌﺭﻓﺔ ﺍﻟﻤﺴﺎﻋﺩﺓ ﻋﻠﻰ ﺍﻟﻜﺸﻑ، ﻴﺘﻡ ﺍﺴﺘﺨﺩﺍﻡ ﻋﻤﻠﻴﺔ ﺼﻨﻊ ﺍﻟﻘﺭﺍﺭ ﻤﻥ ﻗﺒل ﻤﻬﻨﺩﺴﻲ‬ ‫ﺍﻹﺒﺩﺍﻋﺎﺕ ﻓﻲ ﺠﺩﻭﻟﺔ ﻤﺸﺎﺭﻴﻊ ﺍﻟﺘﺼﻤﻴﻡ، ﻭﺍﻟﺘﻲ ﻤﻥ ﺍﻟﻤﻤﻜﻥ ﻤﻀﺎﻋﻔﺘﻬﺎ ﻋﻥ ﻁﺭﻴﻕ ﺍﻟﻨﻅﺎﻡ‬ ‫ﺍﻟﺨﺒﻴﺭ ﻭﺍﻟﻤﻌﺘﻤﺩ ﻋﻠﻰ ﺍﻟﻤﻌﺭﻓﺔ. ﻭﻋﻨﺩ ﺍﻹﻨﺠﺎﺯ، ﻴﻤﻜﻥ ﺃﻥ ﻴﺘﻡ ﺘﻁﻭﻴﺭ ﺍﻟﻨﻅﺎﻡ ﺍﻟﺨﺒﻴﺭ ﺍﻟﻤﻌﺘﻤﺩ‬ ‫ﻋﻠﻰ ﺍﻟﻤﻌﺭﻓﺔ ﻭﻴﺘﻡ ﺘﻁﺒﻴﻕ ﺍﻟﻘﻭﺍﻋﺩ ﻨﻔﺴﻬﺎ ﻟﺘﺤﻘﻴﻕ ﻨﻔﺱ ﺍﻟﻨﺘﺎﺌﺞ ﺍﻟﺘﻲ ﻴﺤﻘﻘﻬﺎ ﻤﻬﻨﺩﺴﻭ‬ ‫ﺍﻹﺒﺩﺍﻋﺎﺕ. ﻗﺩ ﺃﺩﺕ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺘﻁﻭﻴﺭ ﺍﻟﻨﻅﺎﻡ ﺍﻟﺨﺒﻴﺭ ﺍﻟﻨﻤﻭﺫﺠﻲ ﺍﻟﺫﻱ ﻤﻥ ﺍﻟﻤﻤﻜﻥ ﺃﻥ‬ ‫ﻴﺴﺎﻋﺩ ﻤﻬﻨﺩﺴﻲ ﺍﻹﺒﺩﺍﻉ ﻓﻲ ﺍﻟﺠﻴﺵ ﺍﻷﻤﺭﻴﻜﻲ ﻋﻠﻰ ﺘﺤﺩﻴﺩ ﻤﻥ ﻫﻭ ﺍﻟﺫﻱ ﺴﻴﺼﻤﻡ ﺍﻟﻤﺸﺭﻭﻉ،‬ ‫ﻭﻤﻥ ﻴﺠﺏ ﺃﻥ ﻴﻜﻭﻥ ﻤﺩﻴﺭ ﺍﻟﻤﺸﺭﻭﻉ، ﻭﺘﻜﻠﻔﺔ ﺍﻟﺠﻬﻭﺩ، ﻭﻤﺩﺓ ﺍﻟﺘﺨﻤﻴﻥ. ﺘﻡ ﺘﻁﻭﻴﺭ ﻫﺫﺍ ﺍﻟﻨﻤﻭﺫﺝ‬

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‫26‬ ‫ﺒﻤﺴﺎﻋﺩﺓ ﻤﻬﻨﺩﺴﻲ ﺍﻹﺒﺩﺍﻉ ﻓﻲ ﻤﺨﺯﻥ ﺠﻴﺵ ﻟﻜﺴﻨﻐﺘﻭﻥ ﺒﻠﻭ ﻏﺭﺍﺱ ﻓﻲ ﺍﻟﺘﻘﺭﻴﺭ ﺍﻟﻤﺭﺠﻌﻲ‬ ‫ﺍﻟﺴﺎﺒﻕ. ﺘﻡ ﻋﺭﺽ ﻋﻤﻠﻴﺔ ﺍﻜﺘﺴﺎﺏ ﺍﻟﻤﻌﺭﻓﺔ، ﻭﺘﻁﻭﻴﺭ ﺍﻟﻨﻤﺎﺫﺝ ﻭﺍﻟﺘﻘﻴﻴﻡ ﻓﻲ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ.‬ ‫ﺃﻅﻬﺭ ﺍﻟﺘﻘﻴﻴﻡ ﺃﻨﻪ ﺒﺎﻹﻤﻜﺎﻥ ﺘﻁﺒﻴﻕ ﻫﺫﻩ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ ﻓﻲ ﺍﻟﻤﻴﺩﺍﻥ، ﻭﻓﻲ ﺤﺎﻟﺔ ﺍﻥ ﻫﺫﻩ ﺍﻟﺘﻭﺼﻴﺎﺕ‬ ‫ﻗﺩ ﺘﻡ ﺍﺘﺒﺎﻋﻬﺎ، ﻻﺼﺒﺢ ﺒﺎﻹﻤﻜﺎﻥ ﺘﻁﻭﻴﺭ ﻨﻅﺎﻡ ﻴﻤﻜﻥ ﻟﺘﺠﻬﻴﺯﺍﺕ ﺍﻟﺠﻴﺵ ﺍﻷﻤﺭﻴﻜﻲ، ﻭﻤﻬﻨﺩﺴﻲ‬ ‫ﺍﻹﺒﺩﺍﻉ، ﻭﺍﻟﻘﻁﺎﻉ ﺍﻟﺨﺎﺹ ﺍﻻﻨﺘﻔﺎﻉ ﺒﻪ.‬
‫ ﺩﺭﺍﺴﺔ )1002 ,‪ (Rioche‬ﺒﻌﻨﻭﺍﻥ: ‪"The Role of Design Management as an Integration‬‬‫‪Function in New Product Development: A model based on high-tech companies‬‬ ‫."‪operating in France‬‬

‫ﻫﺩﻓﺕ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺘﺤﻠﻴل ﺩﻭﺭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻜﻭﻅﻴﻔﺔ ﻤﺘﻜﺎﻤﻠﺔ ﻤﻨﺩﻤﺠﺔ ﻓﻲ ﺘﻁﻭﻴﺭ‬ ‫ﺍﻟﻤﻨﺘﺞ ﺍﻟﺠﺩﻴﺩ )‪ (New product development NPD‬ﺍﻟﺨﺎﺹ ﺒﺎﻟﺸﺭﻜﺎﺕ ﺍﻟﻔﺭﻨﺴﻴﺔ ﺫﺍﺕ ﺍﻟﺘﻘﻨﻴـﺔ‬ ‫ﺍﻟﻌﺎﻟﻴﺔ. ﺍﻟﺠﺯﺀ ﺍﻷﻭل ﻤﻥ ﺍﻟﺩﺭﺍﺴﺔ ﻫﻭ ﻋﺒﺎﺭﺓ ﻋﻥ ﺍﻷﺩﺒﻴﺎﺕ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺘﻁـﻭﻴﺭ ﺍﻟﻤﻨﺘﺠـﺎﺕ‬ ‫ﺍﻟﺠﺩﻴﺩﺓ، ﻭﺍﻟﻤﻨﻅﻤﺎﺕ ﺫﺍﺕ ﺍﻟﺘﻘﻨﻴﺔ ﺍﻟﻤﺘﻁﻭﺭﺓ، ﻜﻤﺎ ﻴﺘﺤﺩﺙ ﻋﻥ ﺍﻟﺘﺼﻤﻴﻡ. ﺃﻤﺎ ﺍﻟﺠﺯﺀ ﺍﻟﺜـﺎﻨﻲ:‬ ‫ﻓﻬﻭ ﻋﺒﺎﺭﺓ ﻋﻥ ﺘﺸﺨﻴﺹ ﻟﻠﻤﻭﻗﻑ، ﻭﻨﺘﺞ ﻋﻨﻪ ﺜﻼﺜﺔ ﺩﺭﺍﺴﺎﺕ ﺃﺴﺎﺴﻴﺔ. ﺃﻤﺎ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻷﻭﻟـﻰ‬ ‫ﻓﻬﻲ ﻋﺒﺎﺭﺓ ﻋﻥ ﺩﺭﺍﺴﺔ ﺘﺭﻜﺯ ﻋﻠﻰ ﺤﺎﻟﺔ ﺘﻁﻭﻴﺭ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺩﻴﺩﺓ ﻓﻲ ﺍﻟﺸﺭﻜﺎﺕ ﺫﺍﺕ ﺍﻟﺘﻘﻨﻴﺔ‬ ‫ﺍﻟﻌﺎﻟﻴﺔ، ﻭﺍﻟﺘﻲ ﺘﻤﻜﻥ ﺍﻟﺒﺎﺤﺙ ﻤﻥ ﺍﺘﺨﺎﺫ ﻤﻨﻬﺞ ﻤﻠﻤﻭﺱ ﻟﻠﻌﻤﻠﻴﺔ ﺍﻟﻤـﺴﺘﻌﻤﻠﺔ ﻭﺍﻟﻘـﻀﺎﻴﺎ ﺍﻟﺘـﻲ‬ ‫ﺃﺜﻴﺭﺕ ﻭﺍﻟﺘﻲ ﻭﻀﻌﺕ ﺍﻷﺴﺎﺱ ﻟﻠﻤﺭﺤﻠﺔ ﺍﻻﺴﺘﻜﺸﺎﻓﻴﺔ ﻟﻠﻜﻤﻴﺔ ﺍﻟﺘﺎﻟﻴﺔ. ﻫﺫﺍ ﺍﻟﻤﺴﺢ ﺸ ﹼل ﺍﻟﻤﺭﺤﻠﺔ‬ ‫ﻜ‬ ‫ﺍﻟﺘﺎﻟﻴﺔ ﻟﻌﻤﻠﻴﺔ ﺠﻤﻊ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺍﻷﻭﻟﻴﺔ، ﻭﺍﻟﻬﺩﻑ ﻤﻥ ﺫﻟﻙ ﻫﻭ ﺠﻤﻊ ﻤﻌﻠﻭﻤﺎﺕ ﻤﺘﻜﺎﻤﻠـﺔ ﻋـﻥ‬ ‫ﺘﻁﻭﻴﺭ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺩﻴﺩﺓ ﻭﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ. ﻫﺫﻩ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺍﻷﻭﻟﻴـﺔ ﺃﺩﺕ ﺇﻟـﻰ ﺘـﺸﺨﻴﺹ‬ ‫ﺍﻟﻭﻀﻊ ﺍﻟﺤﺎﻟﻲ ﺍﻟﺫﻱ ﺘﻡ ﺘﻘﻴﻴﻤﻪ ﺘﺠﺎﻩ ﺍﻟﻌﻭﺍﻤل ﺍﻟﺭﺌﻴﺴﻴﺔ ﺍﻟﻤﻌ ‪‬ﻓﺔ ﻓﻲ ﺨﺎﻨﺔ ﺍﻷﺩﺒﻴﺎﺕ ﺍﻟﻤﻭﺠﻭﺩﺓ‬ ‫ﺭ‬

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‫36‬ ‫ﻋﻥ ﺘﻁﻭﻴﺭ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺤﺩﻴﺜﺔ. ﻫﺫﻩ ﺍﻟﻤﻘﺎﺭﻨﺔ، ﻤﺒﻨﻴﺔ ﻋﻠﻰ ﻨﻅﻡ ﻤﻨﻬﺠﻴـﺔ ﻤﻴـﺴﺭﺓ، ﻭﻤـﺯﻭﺩﺓ‬ ‫ﺒﺘﻭﺠﻴﻪ ﻟﺘﺤﻠﻴل ﺍﻹﺠﺭﺍﺀﺍﺕ ﺍﻟﻤﺘﺨﺫﺓ ﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺇﺩﺍﺭﺓ ﺘﺼﻤﻴﻡ ﻓ ‪‬ﺎﻟﺔ ﻓـﻲ ﺍﻟﻤﻨﻅﻤـﺎﺕ ﺫﺍﺕ‬ ‫ﻌ‬ ‫ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ ﺍﻟﻤﺘﻁﻭﺭﺓ ﻭﺍﻟﺘﻲ ﺃﺩﺕ ﺇﻟﻰ ﺒﻨﺎﺀ ﺍﻟﻨﻤﻭﺫﺝ ﺍﻟﻨﻬﺎﺌﻲ. ﻫـﺫﺍ ﺍﻟﻨﻤـﻭﺫﺝ ﻓـﻲ ﻨﻬﺎﻴـﺔ‬ ‫ﺍﻟﻤﻁﺎﻑ، ﹸ ‪‬ﻡ ﻟﻌ‪‬ﻨﺔ ﻤﻥ ﺍﻹﺩﺍﺭﻴﻴﻥ ﺤﺘﻰ ﻴﺘﻡ ﺍﻟﺘﺄﻜﺩ ﻤﻥ ﺼﻼﺤﻴﺔ ﺘﻁﺒﻴﻘﻪ ﻓﻲ ﻋﺎﻟﻡ ﺍﻷﻋﻤﺎل. ﻓﻲ‬ ‫ﻗﺩ ﻴ‬ ‫ﺍﻟﻨﻤﻭﺫﺝ ﺍﻟﻨﻬﺎﺌﻲ، ﺘﻅﻬﺭ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ ﻭﻫﻲ ﺼﺎﺤﺒﺔ ﺍﻟﻤﺒﺎﺩﺭﺓ ﺍﻟﺭﺌﻴﺴﺔ ﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻭﺍﻟﻤﺴﺅﻭﻟﺔ ﻋﻥ ﺘﻨﻔﻴﺫ ﻭﻅﻴﻔﺔ ﺘﺼﻤﻴﻡ ﻤﺴﺘﻘﻠﺔ، ﻭﺍﻟﺘﻲ ﺘﺘﺩﺨل ﻜﻭﺴﻴﻁ، ﻤﻨﺴﻕ، ﻭ ‪‬ﺤ ﱢﺯ ﻴﺭﻓـﻊ‬ ‫ﻤ ﻔ‬ ‫ﺍﻟﻭﺍﺠﻬﺔ ﺍﻟﻭﻅﻴﻔﻴﺔ ﺍﻟﻤﺘﺩﺍﺨﻠﺔ ﺨﻼل ﺘﻁﻭﻴﺭ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺩﻴﺩﺓ. ﻭﻤـﻥ ﺨـﻼل ﺍﻟﺘـﺩﺨل ﻓـﻲ‬ ‫ﺍﻟﻤﺭﺍﺤل ﺍﻟﻤﺒﻜﺭﺓ ﻟﻌﻤﻠﻴﺔ ﺘﻁﻭﻴﺭ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺩﻴﺩﺓ، ﻴﻤﻜﻥ ﻹﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺃﻥ ﺘﺤﺩﺩ ﺘﻭﻗﻌـﺎﺕ‬ ‫ﺍﻟﺯﺒﺎﺌﻥ ﺒﺸﻜل ﺩﻗﻴﻕ، ﻭﻫﺫﺍ ﻴﻘﻠل ﻤﻥ ﺍﻟﺘﻜﺭﺍﺭ ﻭﻴﺴﻤﺢ ﻟﻠﺸﺭﻜﺔ ﺒﺈﻁﻼﻕ ﺤﻠـﻭل ﻤﺘﻜﻴﻔـﺔ ﻤـﻊ‬ ‫ﺍﻟﺴﻭﻕ ﺘﺴﺎﻋﺩ ﻓﻲ ﺍﻟﺘﺄﻜﻴﺩ ﻋﻠﻰ ﻓﺎﺌﺩﺓ ﺍﻟﻤﻨﺘﺞ ﻭﻫﻭﻴﺔ ﺍﻟﺸﺭﻜﺔ ﻭ ﺘﺯﻭﺩ ﺍﻟﻤﻨﻅﻤﺔ ﺒﻔﺎﺌﺩﺓ ﻤﻨﺎﻓـﺴﺔ‬ ‫ﺤﺎﺴﻤﺔ.‬
‫ ﺩﺭﺍﺴــﺔ )2002,‪ (Boughan‬ﺒﻌﻨـ ـﻭﺍﻥ:–‪"Managing Architectural Design Under‬‬‫ـ‬ ‫ـ‬ ‫."‪Construction: talking to build the airport railway depot, Hong Kong‬‬

‫ﻫﺩﻓﺕ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﻰ ﺘﻁﻭﻴﺭ ﺍﻟﻤﻔﻬﻭﻡ ﺍﻟﻨﻅﺭﻱ ﻤﻥ ﺍﻟﺩﺍﺨل، ﻭﺍﻟﺫﻱ ﻴﺘﺤـﺩﺙ ﻋـﻥ‬ ‫ﻜﻴﻔﻴﺔ ﺃﺩﺍﺀ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﻤﻌﻤﺎﺭﻱ ﻓﻲ ﻤﻭﻗﻊ ﻤﺒﻨﻰ ﺍﻟﻤﻁﺎﺭ ﻓﻲ ﻫﻭﻨﺞ ﻜﻭﻨﺞ. ﺇﻥ ﺍﻟﻠﻘـﺎﺀﺍﺕ‬ ‫ﺍﻟﺘﻲ ﺘﺘﻡ ﻓﻲ ﺍﻟﻤﻭﻗﻊ ﺘﻀﻡ ﻤﺠﺘﻤﻌﺎﺕ ﺍﻟﺘﺩﺭﻴﺏ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﺩﻯ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴـﺔ ﺍﻟﺘـﻲ ﺘـﻡ‬ ‫ﻭﻀﻌﻬﺎ ﺒﻭﺍﺴﻁﺔ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ. ﻴﺘﻔﺎﻋل ﺍﻟﻤﻬﻨﺩﺴﻭﻥ ﻓﻲ ﺍﻟﻤﻭﻗﻊ ﻤﻊ ﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ ﺃﺜﻨـﺎﺀ‬ ‫ﺘﻭﺍﺠﺩﻩ ﻓﻲ ﺍﻟﻤﻭﻗﻊ ﺍﻟﺫﻱ ﻴﺅﻜﺩ ﻋﻠﻰ ﻫﻴﻜﻠﻴﺔ ﺍﻟﺘﻲ ﺘﻜﻭﻥ ﻀﻤﻥ ﺍﻟﻤﻘﺎﻴﻴﺱ ﺍﻟﻭﻁﻨﻴﺔ. ﺇﻥ ﺘﺤﻠﻴـل‬

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‫46‬ ‫ﺃﻋﻤﺎل ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﻟﻘﺎﺀﺍﺕ ﺍﻟﻤﻭﻗﻊ ﺘﻭﻀﺢ ﻭﻤﻌﺭﻓﺔ ﺸﺨﺼﻴﺔ ﺇﺩﺍﺭﺓ ﺍﻟﻤﺸﺭﻭﻉ ﻭﺘﻌﻤـل‬ ‫ﻜﺘﻌﻠﻴﻡ ﺘﻨﻅﻴﻤﻲ. ﻭﻓﻲ ﻟﻘﺎﺀﺍﺕ ﺍﻟﻤﻭﻗﻊ ﺍﻟﺩﻴﻨﺎﻤﻴﻜﺔ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ، ﻴﺒﻨﻲ ﻤﺩﻴﺭﻭ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﻨﻅﺎﻤﻴﻴﻥ‬ ‫ﺒﺸﻜل ﺘﻔﺎﻋﻠﻲ ﻤﻌﺭﻓﺔ ﺨﺒﻴﺭﺓ ﻟﺘﺭﻭﻴﺞ ﺘﺭﺠﻤﺔ ﺍﻟﺨﻁﺔ ﺇﻟﻰ ﺒﻨﺎﺀ ﻤﻌﻤﺎﺭﻱ.‬
‫ ﺩﺭﺍﺴﺔ )5002,‪ (Yang‬ﺒﻌﻨﻭﺍﻥ: ‪"Managing Sustainable Product Design by Iintegrating‬‬‫‪Corporate Product Development Practice with ISO14001 Environmental Management‬‬ ‫."‪Systems‬‬

‫ﻫﺩﻑ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﺭﺌﻴﺴﻲ ﻫﻭ ﺍﻟﺴﺅﺍل ﻋﻥ ﺍﻟﻨﺠﺎﺤﺎﺕ، ﻭﺍﻟﻤﺸﺎﻜل ﺍﻟﺘﻲ ﻭﺍﺠﻬﺘﻬـﺎ‬ ‫ﺍﻟﺸﺭﻜﺎﺕ ﺍﻟﺼﻨﺎﻋﻴﺔ ﺍﻷﻤﺭﻴﻜﻴﺔ ﻋﻨﺩﻤﺎ ﻁﺒﻘﺕ ﻨﻅﺎﻡ ﺘﺼﻤﻴﻡ ﺍﻟﻤﻨﺘﺞ ﺍﻟﻤﺤﺘﻤل ﻤﻊ ﻨﻅـﺎﻡ ﺇﺩﺍﺭﺓ‬ ‫ﺍﻷﻨﻅﻤﺔ ﺍﻟﺒﻴﺌﻴﺔ )10041‪ .(ISO‬ﻭﺍﻟﻬﺩﻑ ﺍﻟﺭﺌﻴﺴﻲ ﻟﻠﺩﺍﺭﺴﺔ ﻫﻭ ﺍﻹﺠﺎﺒﺔ ﻋﻥ ﺍﻟﺴﺅﺍل ﺍﻵﺘﻲ: ﻤﺎ‬ ‫ﻫﻲ ﺃﺴﺎﻟﻴﺏ ﺍﻟﻨﺠﺎﺡ ﻭﺍﻟﻤﺸﺎﻜل ﺍﻟﺘﻲ ﺘﻭﺍﺠﻪ ﺍﻟﺸﺭﻜﺎﺕ ﺍﻟﺼﻨﺎﻋﻴﺔ ﺍﻷﻤﺭﻴﻜﻴﺔ ﻋﻨﺩ ﺘﻁﺒﻴﻘﻬﺎ ﻫـﺫﺍ‬ ‫ﺍﻟﻨﻅﺎﻡ؟ ﺇﻋﺘﻤﺩﺕ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ﻤﺭﺤﻠﺘﻴﻥ ﻤﻨﻔﺼﻠﺘﻴﻥ: ﺍﻟﻤﺭﺤﻠﺔ ﺍﻷﻭﻟﻰ: ﺘﻘﻭﻡ ﻋﻠﻰ ﺘﻘﻴـﻴﻡ‬ ‫ﺸﺎﻤل ﻟﻠﺸﺭﻜﺎﺕ ﺫﺍﺕ ﺍﻷﺩﺍﺀ ﺍﻟﻤﻤﻴﺯ ﺒﺈﺘﺒﺎﻉ ﺇﺩﺍﺭﺓ ﺍﻟﺒﻴﺌﺔ ﻭﻤﻤﺎﺭﺴﺔ ﻨﻅﺎﻡ ﺘﺼﻤﻴﻡ ﺍﻟﻤﻨﺘﺞ، ﻭﺘـﻡ‬ ‫ﻋﻤل ﻤﺴﺢ ﺸﺎﻤل ﻟﺘﻘﻴﻴﻡ ﻨﻅﺎﻡ ﺇﺩﺍﺭﺓ ﺍﻟﻤﻨﺘﺞ، ﻭﺒﻴﻨﺕ ﺃﻥ ﻫﻨﺎﻙ ﻓﺭﻗ ﹰ ﻭﺍﻀﺤ ﹰ ﺒـﻴﻥ ﺍﻟـﺸﺭﻜﺎﺕ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﺍﻟﻤﺘﻘﺩﻤﺔ ﻭﺸﺭﻜﺎﺕ ﺍﻟﺘﺼﻨﻴﻊ ﺍﻷﺨﺭﻯ ﻓﻲ ﺇﺘﺒﺎﻉ ﻭﺃﺩﺍﺀ ﺍﻟﺸﺭﻜﺎﺕ ﻟﻬﺫﻩ ﺍﻷﻨﻅﻤـﺔ. ﻭﺍﻟﻤﺭﺤﻠـﺔ‬ ‫ﺍﻟﺜﺎﻨﻴﺔ: ﻫﻲ ﻋﺒﺎﺭﺓ ﻋﻥ ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ ﺸﺭﻜﺔ ﻫﻴﺭﻤﻴﻥ ﻤﻴﻠﺭ ﻭﺍﻟﺘﻲ ﺭﻜﺯﺕ ﻋﻠﻰ ﺘﻭﺤﻴﺩ ﺍﻷﻋﻤﺎل‬ ‫ﻓﻲ ﺇﺘﺒﺎﻉ ﺃﻨﻅﻤﺔ ﺘﺼﻤﻴﻡ ﺍﻟﻤﻨﺘﺞ، ﻭﺫﻟﻙ ﻟﻠﺤﺼﻭل ﻋﻠﻰ ﻤﻨﺎﻓﺴﺔ ﺃﻓﻀل.‬

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‫ ﺩﺭﺍﺴﺔ )7002,‪ (Sun‬ﺒﻌﻨﻭﺍﻥ: ‪"Foster the Development of Computer Supported Graphic‬‬‫‪Design Expertise Through Learning: Design knowledge, creativity and design‬‬ ‫‪management‬‬ ‫."‪skills‬‬

‫ﻫﺩﻑ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻫﻭ ﺘﻁﺒﻴﻕ ﻁﺭﻴﻘﺔ "ﺍﻟﺘﻌﻠﻴﻡ ﻜﺘﺼﻤﻴﻡ" ﻋﻠﻰ ﺜﻼﺜﺔ ﻤﺴﺎﻗﺎﺕ‬ ‫ﺘﺒﻨﻰ ﺍﺜﻨﺎﻥ ﻤﻨﻬﻤﺎ ﻨﻤﻭﺫﺝ ﺍﻟﺘﺩﺭﻴﺱ ﺍﻟﺘﻘﺭﻴﺒﻲ.‬ ‫ﻟﺘﺼﻤﻴﻡ ﺍﻟﺠﺭﺍﻓﻴﻜﻲ ﺍﻟﻤﺩﻋﻤﺔ ﺒﺎﻟﻜﻤﺒﻴﻭﺘﺭ.‬

‫ﻭﻟﺒﻴﺎﻥ ﺍﻷﺜﺭ ﻓﻲ ﺃﺤﺩ ﻫﺫﻴﻥ ﺍﻟﻤﺴﺎﻗﻴﻥ ﺘﻡ ﺘﻤﺘﻴﻥ ﺍﻷﻓﻜﺎﺭ ﻓﻴﻪ ﺒﻁﺭﻴﻘﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻟﻨﻤﻭﺫﺝ‬ ‫ﺍﻟﺘﺸﺒﻴﻬﻲ ﻭﺍﻟﺘﻘﺭﻴﺒﻲ. ﻭﻜﺎﻥ ﺍﻟﻬﺩﻑ ﻤﻥ ﺫﻟﻙ ﻫﻭ ﺒﻴﺎﻥ ﺃﺜﺭ ﻫﺫﻩ ﺍﻟﻁﺭﻕ ﻭﺍﻷﻓﻜﺎﺭ ﻋﻠﻰ ﺘﻁﻭﻴﺭ‬ ‫ﺨﺒﺭﺍﺕ ﺍﻟﻁﻼﺏ ﻭﺨﺼﻭﺼ ﹰ ﻨﻤﻭ ﺍﻟﻤﻌﺭﻓﺔ ﺒﺎﻟﺘﺼﻤﻴﻡ ﻭﺍﻹﺒﺩﺍﻉ ﻭﻤﻬﺎﺭﺍﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ. ﻭﻗﺩ‬ ‫ﺎ‬ ‫ﺘﻡ ﺘﻁﺒﻴﻕ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ﻋﻴﻨﺔ ﻤﻥ ﺍﻟﻁﻼﺏ ﺍﻟﺫﻴﻥ ﻴﺩﺭﺴﻭﻥ ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺠﺎل ﻓﻲ ﺠﺎﻤﻌﺔ‬ ‫ﻨﻴﻭﻴﻭﺭﻙ. ﻭﺒﻴﻨﺕ ﺍﻟﻨﺘﺎﺌﺞ ﺃﻥ ﻤﻬﺎﺭﺍﺕ ﺍﻟﻁﻼﺏ ﻗﺩ ﺘﻁﻭﺭﺕ ﻋﻨﺩ ﺍﺴﺘﻌﻤﺎل ﻫﺫﻩ ﺍﻟﻁﺭﻴﻘﺔ ﺒﻜﻴﻔﻴﺔ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻭﻤﻬﺎﺭﺓ ﺍﻹﺒﺩﺍﻉ ﻭﻤﻬﺎﺭﺓ ﺍﻟﺘﻔﻜﻴﺭ ﺍﻟﻨﺎﻗﺩ، ﻭﺍﺯﺩﺍﺩ ﻓﻬﻡ ﺍﻟﻁﻼﺏ ﻟﻠﺘﺼﻤﻴﻡ ﺍﻟﺠﺭﺍﻓﻴﻜﻲ ﻤﻥ‬ ‫ﺘﺨﻁﻴﻁ ﻭﺒﺤﺙ ﻭﻤﻬﺎﺭﺍﺕ ﻜﻤﺎ ﺍﺯﺩﺍﺩ ﻓﻬﻡ ﺍﻟﻁﻼﺏ ﻟﻤﻔﺎﻫﻴﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ.‬

‫- ﺩﺭﺍﺴﺔ )7002,‪ (Sebastian‬ﺒﻌﻨﻭﺍﻥ:"‪"Managing Collaborative Design‬‬

‫ﹸﻌﺩ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻭﺼﻔﻴﺔ ﻭﺘﻬﺩﻑ ﺇﻟﻰ: ﺃﻭ ﹰ، ﻭﺼﻑ ﺍﻟﺼﻌﻭﺒﺎﺕ ﻭﺍﻟﺘﺸﺨﻴﺼﺎﺕ‬ ‫ﻻ‬ ‫ﺘ‬ ‫ﺍﻟﺨﺎﺼﺔ ﺒﺎﻟﺘﺼﻤﻴﻡ ﺍﻟﺠﻤﺎﻋﻲ ﻭﺘﺤﺩﻴﺎﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ. ﻭﺜﺎﻨﻴ ﹰ، ﺘﻬﺩﻑ ﺇﻟﻰ ﻋﺭﺽ ﻤﻔﻬﻭﻡ‬ ‫ﺎ‬ ‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺠﻤﺎﻋﻲ ﺍﻹﺩﺍﺭﻱ. ﺇﺫ ﺇﻥ ﻤﻔﻬﻭﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺴﻴﻜﻭﻥ ﻤﺴﺎﻋﺩﹰ ﻫﺎﻤ ﹰ ﻟﻠﺨﺒﺭﺍﺀ‬ ‫ﺍ ﺎ‬ ‫ﻓﻲ ﺘﺤﺴﻴﻥ ﻭﺘﻁﻭﻴﺭ ﺍﻟﻁﺭﻕ ﻹﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺠﻤﺎﻋﻲ. ﻴﺭﺘﻜﺯ ﺍﻟﺠﺯﺀ ﺍﻷﻭل ﻤﻥ ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﻋﻠﻰ ﺍﻟﺤﺎﻟﺔ ﺍﻻﺴﺘﻜﺸﺎﻓﻴﺔ ﺍﻟﺘﻲ ﺘﺘﻀﻤﻥ ﺃﺭﺒﻌﺔ ﻤﻥ ﺇﺤﺩﺙ ﺍﻟﻤﺸﺎﺭﻴﻊ، ﻭﺍﻟﺘﻲ ﺘﺘﻀﻤﻥ ﻋﺩﺓ‬

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‫66‬ ‫ﻤﻌﻤﺎﺭﻴﻴﻥ ﻤﻥ ﻤﺨﺘﻠﻑ ﺸﺭﻜﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺘﻲ ﺘﻡ ﺇﺨﺘﻴﺎﺭﻫﺎ ﻭﺇﺨﺘﺒﺎﺭﻫﺎ. ﺃﻤﺎ ﺍﻟﺠﺯﺀ ﺍﻟﺜﺎﻨﻲ ﻤﻥ‬ ‫ﺍﻟﺩﺭﺍﺴﺔ ﻓﻘﺩ ﺭﻜﺯ ﻋﻠﻰ ﺍﻷﺩﺒﻴﺎﺕ ﺍﻟﺘﻲ ﺘﺘﻌﻠﻕ ﺒﺈﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﻤﺠﺎل ﺍﻷﻋﻤﺎل. ﻭﺃﺜﺒﺘﺕ‬ ‫ﻨﺘﺎﺌﺞ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻥ ﺇﺴﺘﺨﺩﺍﻡ ﺁﺭﺍﺀ ﺍﻟﺨﺒﺭﺍﺀ ﻭﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ ﺍﻟﺘﺼﺎﻤﻴﻡ ﺍﻟﺠﻤﺎﻋﻴﺔ ﻀﺭﻭﺭﻴﺔ ﻋﻨﺩ‬ ‫ﺍﻟﻤﻨﺎﻓﺴﺔ ﻓﻲ ﺘﺼﻤﻴﻡ ﺍﻟﻁﺎﺒﻕ ﺍﻟﺠﺩﻴﺩ ﻓﻲ ﻤﺭﻜﺯ ﺍﻟﺘﺠﺎﺭﺓ ﺍﻟﻌﺎﻟﻤﻲ ﻓﻲ ﻨﻴﻭﻴﻭﺭﻙ.‬

‫2-4-2 دراﺳﺎت اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬
‫– ﺩﺭﺍﺴﺔ )اﻟﻐﻮﯾﺮي،4002( ﺒﻌﻨﻭﺍﻥ: "ﺗﺄﺛﯿﺮ ﻧﻈﻢ اﻟﻤﻌﻠﻮﻣﺎت اﻹﺳﺘﺮاﺗﯿﺠﯿﺔ ﻓﻲ ﺗﺤﻘﯿﻖ اﻟﻤﯿﺰة‬

‫2-4-2-1 اﻟﺪراﺳﺎت اﻟﻌﺮﺑﯿﺔ‬

‫اﻟﺘﻨﺎﻓﺴﯿﺔ، دراﺳﺔ ﻣﯿﺪاﻧﯿﺔ ﻓﻲ ﺷﺮﻛﺘﻲ اﻟﻤﻠﻜﯿﺔ اﻷردﻧﯿﺔ و ﻣﻮﺑﺎﯾﻠﻜﻮم".‬ ‫ﻫﺩﻓﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺍﻟﺘﻌﺭﻑ ﻋﻠﻰ ﺘﺄﺜﻴﺭ ﻨﻅﻡ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺍﻹﺴﺘﺭﺍﺘﺠﻴﺔ ﺒﺄﺒﻌﺎﺩﻫﺎ‬ ‫ﺍﻟﻤﺨﺘﻠﻔﺔ )ﻤﺩﺨﻼﺕ ﺍﻟﻨﻅﺎﻡ ﻭ ﻋﻤﻠﻴﺎﺘﻪ ﺍﻟﺘﺤﻭﻴﻠﻴﺔ ﻭﺨﺼﺎﺌﺹ ﻤﺨﺭﺠﺎﺘﻪ( ﻓﻲ ﺘﺤﻘﻴﻕ ﺍﻟﻤﺯﺍﻴﺎ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ )ﺍﻟﻜﻠﻔﺔ ﺍﻷﻗل، ﺍﻟﺘﻤﻴﺯ، ﺍﻟﻨﻤﻭ، ﺍﻻﺒﺩﻉ، ﺍﻟﺘﺤﺎﻟﻔﺎﺕ( ﻭﺍﻟﺒﺎﻟﻎ ﻋﺩﺩﻫﻡ )021( ﻤﻭﻅﻔﹰ ﻓﻲ‬ ‫ﺎ‬ ‫ﺸﺭﻜﺘﻲ ﻋﺎﻟﻴﺔ/ﺍﻟﺨﻁﻭﻁ ﺍﻟﺠﻭﻴﺔ ﺍﻟﻤﻠﻜﻴﺔ ﺍﻷﺭﺩﻨﻴﺔ ﻭﻤﻭﺒﺎﻴﻠﻜﻡ ﻟﻼﺘﺼﺎﻻﺕ ﺍﻟﺨﻠﻭﻴﺔ. ﻭﺃﻅﻬﺭﺕ‬ ‫ﻨﺘﺎﺌﺞ ﺍﻟﺩﺭﺍﺴﺔ ﻭﺠﻭﺩ ﺃﺜﺭ ﺫﻱ ﺩﻻﻟﺔ ﺍﺤﺼﺎﺌﻴﺔ ﻟﻤﺩﺨﻼﺕ ﻨﻅﻡ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﺔ )ﺍﻟﺒﻴﺌﺔ‬ ‫ﺍﻟﺩﺍﺨﻠﻴﺔ ﻭﺍﻟﺨﺎﺭﺠﻴﺔ( ﻭﻋﻤﻠﻴﺎﺕ ﻨﻅﻡ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﺔ )ﺍﻟﻤﻌﺎﻟﺠﺔ ﻭﺍﻟﺨﺯﻥ‬ ‫ﻭﺍﻻﺴﺘﺭﺠﺎﻉ( ﻭ ﺨﺼﺎﺌﺹ ﻤﺨﺭﺠﺎﺕ ﺍﻟﻨﻅﺎﻡ )ﺩﻗﺔ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﻭ ﻜﻤﻴﺘﻬﺎ ﻭ ﺘﻭﻗﻴﺘﻬﺎ ﻭ ﺍﻟﻜﻠﻔﺔ /‬ ‫ﺍﻟﻌﺎﺌﺩ ﻭ ﻤﻭﺜﻭﻗﻴﺘﻬﺎ( ﻓﻲ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺘﺤﻘﻴﻕ ﺍﻟﻤﺯﺍﻴﺎ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ.‬

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‫76‬ ‫– ﺩﺭﺍﺴﺔ )اﻟﺴﺮﺣﺎن، 5002( ﺒﻌﻨﻭﺍﻥ: "دور اﻻﺑﺘﻜﺎر و اﻹﺑﺪاع اﻟﺘﺴﻮﯾﻘﻲ ﻓﻲ ﺗﺤﻘﯿﻖ اﻟﻤﯿﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻟﻠﺒﻨﻮك اﻟﺘﺠﺎرﯾﺔ اﻷردﻧﯿﺔ".‬ ‫ﻫﺩﻓﺕ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﻰ ﺘﻁﻭﻴﺭ ﻨﻤﻭﺫﺝ ﻴﺴﻌﻰ ﺇﻟﻰ ﺒﻴﺎﻥ ﺍﻟﺩﻭﺭ ﺍﻟﻤﺅﺜﺭ ﺍﻟﺫﻱ ﻴﺤﺘﻤل‬ ‫ﺃﻥ ﻴﺅﺩﻴﻪ ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ ﺍﻟﺘﺴﻭﻴﻘﻲ ﻓﻲ ﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻟﻠﺒﻨﻭﻙ ﺍﻟﺘﺠﺎﺭﻴﺔ ﺍﻷﺭﺩﻨﻴﺔ،‬ ‫ﻭﺫﻟﻙ ﻤﻥ ﺨﻼل ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ ﻓﻲ ﺍﻟﺨﺩﻤﺎﺕ ﻭﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ، ﻭ ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ‬ ‫ﻓﻲ ﺍﻷﺴﻌﺎﺭ، ﻭﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ ﻓﻲ ﺍﻟﺘﺭﻭﻴﺞ، ﻭﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ ﻓﻲ ﺍﻟﺘﻭﺯﻴﻊ، ﻭﻜﺫﻟﻙ ﺒﻴﺎﻥ‬ ‫ﺩﻭﺭ ﺇﺩﺭﺍﻙ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ ﻷﻫﻤﻴﺔ ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ، ﻭﻤﺩﻯ ﺩﻋﻤﻬﺎ ﻟﻠﺘﻭﺠﻪ ﻨﺤﻭ ﻫﺫﺍ ﺍﻟﻤﻔﻬﻭﻡ،‬ ‫ﻭﺘﺸﺠﻴﻊ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻋﻠﻰ ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ، ﻭﻜﺫﻟﻙ ﺒﻴﺎﻥ ﺩﻭﺭ ﺇﺩﺭﺍﻙ ﺍﻟﻌﻤﻼﺀ ﻟﻼﺒﺘﻜﺎﺭ‬ ‫ﻭﺍﻹﺒﺩﺍﻉ. ﻭﻤﻥ ﺃﺠل ﺍﺨﺘﺒﺎﺭ ﺍﻟﻨﻤﻭﺫﺝ، ﻓﻘﺩ ﻋﻤل ﺍﻟﺒﺎﺤﺙ ﻋﻠﻰ ﺩﺭﺍﺴﺔ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﺭﺌﻴﺴﻴﺔ ﺒﻴﻥ‬ ‫ﺍﻟﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﻤﺴﺘﻘﻠﺔ ﻟﻠﺩﺭﺍﺴﺔ ، ﻭﺍﻟﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺘﺎﺒﻌﺔ، ﻭﺘﺤﻠﻴﻠﻬﺎ ﻋﻠﻰ ﻋﻴﻨﺔ ﻤﻥ ﺍﻟﻤﺼﺎﺭﻑ‬ ‫ﺍﻟﺘﺠﺎﺭﻴﺔ ﺍﻷﺭﺩﻨﻴﺔ ﺍﻟﻌﺎﻤﻠﺔ ﻀﻤﻥ ﺍﻟﻘﻁﺎﻉ ﺍﻟﻤﺼﺭﻓﻲ ﺍﻷﺭﺩﻨﻲ ﺍﻟﻤﻜﻭﻨﺔ ﻤﻥ )61( ﻤﺼﺭﻓﺎ، ﻭﻗﺩ‬ ‫ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻵﺘﻴﺔ:‬ ‫ ﺃﻥ ﻫﻨﺎﻙ ﻋﻼﻗﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﻤﺘﻭﺴﻁﺔ ﺍﻟﻘﻭﺓ ﺒﻴﻥ ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ ﺍﻟﺘﺴﻭﻴﻘﻲ‬‫ﻓﻲ ﺍﻟﺨﺩﻤﺎﺕ ﻭﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ، ﻭﺒﻴﻥ ﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻟﻠﺒﻨﻭﻙ ﺍﻟﺘﺠﺎﺭﻴﺔ‬ ‫ﺍﻷﺭﺩﻨﻴﺔ.‬

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‫86‬ ‫– ﺩﺭﺍﺴﺔ )ﺣﺎﺗﻮغ،6002( ﺒﻌﻨﻭﺍﻥ: "أﻧﻤﻮذج ﻣﻘﺘﺮح ﻟﺪور اﻹدارة ﻓﻲ ﺗﺤﻘﯿﻖ اﻟﻤﯿﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻓﻲ ﺑﺮاﻣﺞ اﻟﺘﻌﻠﯿﻢ اﻟﻔﻨﺪﻗﻲ واﻟﺴﯿﺎﺣﻲ ﻓﻲ ﻛﻠﯿﺎت اﻟﻤﺠﺘﻤﻊ اﻷردﻧﯿﺔ ﻓﻲ ﺿﻮء‬ ‫واﻗﻌﮭﺎ واﻻﺗﺠﺎھﺎت اﻟﻤﻌﺎﺻﺮة".‬ ‫ﻫﺩﻓﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺒﻨﺎﺀ ﺃﻨﻤﻭﺫﺝ ﻤﻘﺘﺭﺡ ﻟﺩﻭﺭ ﺍﻹﺩﺍﺭﺓ ﻓﻲ ﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻓﻲ ﺒﺭﺍﻤﺞ ﺍﻟﺘﻌﻠﻴﻡ ﺍﻟﻔﻨﺩﻗﻲ ﻭﺍﻟﺴﻴﺎﺤﻲ ﻓﻲ ﻜﻠﻴﺎﺕ ﺍﻟﻤﺠﺘﻤﻊ ﺍﻷﺭﺩﻨﻴﺔ. ﻭﺘﻜﻭﻨﺕ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﻤﻥ )38( ﺇﺩﺍﺭﻴﺎ ﻭﻋﻀﻭ ﻫﻴﺌﺔ ﺘﺩﺭﻴﺱ ﻴﻌﻤﻠﻭﻥ ﻓﻲ ﺘﺴﻊ ﻜﻠﻴﺎﺕ ﻤﺠﺘﻤﻊ ﺃﺭﺩﻨﻴﺔ ﺘﻨﻔﺫ ﺒﺭﺍﻤﺞ‬ ‫ﺍﻟﺘﻌﻠﻴﻡ ﺍﻟﻔﻨﺩﻗﻲ ﻭﺍﻟﺴﻴﺎﺤﻲ ﻤﻭﺯﻋﺔ ﻓﻲ ﻤﺨﺘﻠﻑ ﻤﻨﺎﻁﻕ ﺍﻟﻤﻤﻠﻜﺔ. ﻭﺍﻋﺘﻤﺩﺕ ﺍﻟﺒﺎﺤﺜﺔ ﻋﻠﻰ ﻤﺴﺢ‬ ‫ﻭﺘﺤﻠﻴل ﻤﺤﺘﻭﻯ ﺍﻻﺩﺏ ﺍﻟﻨﻅﺭﻱ ﺍﻟﺨﺎﺹ ﺒﺎﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻓﻲ ﺒﺭﺍﻤﺞ ﺍﻟﺘﻌﻠﻴﻡ ﺍﻟﻔﻨﺩﻗﻲ‬ ‫ﻭﺍﻟﺴﻴﺎﺤﻲ ﻟﺘﺤﺩﻴﺩ ﺩﻭﺭ ﺍﻻﺩﺍﺭﺓ ﻓﻲ ﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻓﻲ ﺒﺭﺍﻤﺞ ﺍﻟﺘﻌﻠﻴﻡ ﺍﻟﻔﻨﺩﻗﻲ‬ ‫ﻭﺍﻟﺴﻴﺎﺤﻲ ﻓﻲ ﻜﻠﻴﺎﺕ ﺍﻟﻤﺠﺘﻤﻊ ﻓﻲ ﻀﻭﺀ ﺍﻻﺘﺠﺎﻫﺎﺕ ﺍﻟﻤﻌﺎﺼﺭﺓ. ﻭﻓﻲ ﻀﻭﺀ ﺫﻟﻙ، ﺍﻗﺘﺭﺤﺕ‬ ‫ﺍﻟﺒﺎﺤﺜﺔ ﻨﻤﻭﺫﺠﺎ ﻟﺩﻭﺭ ﺍﺩﺍﺭﺓ ﻜﻠﻴﺎﺕ ﺍﻟﻤﺠﺘﻤﻊ ﺍﻷﺭﺩﻨﻴﺔ ﻓﻲ ﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻟﺒﺭﺍﻤﺞ‬ ‫ﺍﻟﺘﻌﻠﻴﻡ ﺍﻟﻔﻨﺩﻗﻲ ﻭﺍﻟﺴﻴﺎﺤﻲ، ﻭﻗﺎﻤﺕ ﺒﺈﺠﺭﺍﺀﺍﺕ ﻤﺩﻯ ﺼﺩﻕ ﺍﻟﻤﺤﺘﻭﻯ ﺍﻟﺘﺤﻜﻴﻤﻲ ﺒﻌﺭﻀﻪ ﻋﻠﻰ‬ ‫ﻋﺩﺩ ﻤﻥ ﺍﻟﻤﺨﺘﺼﻴﻴﻥ، ﻭﻗﺩ ﻭﺼﻠﺕ ﺍﻟﺒﺎﺤﺜﺔ ﺇﻟﻰ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻟﺘﺎﻟﻴﺔ: ﺘﻤﺜل ﺩﻭﺭ ﺍﻻﺩﺍﺭﺓ ﻓﻲ ﻜﻠﻴﺎﺕ‬
‫ﺍﻟﻤﺠﺘﻤﻊ ﺍﻷﺭﺩﻨﻴﺔ ﻓﻲ ﺘﺤﻘﻴﻕ ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ ﻓﻲ ﺒﺭﺍﻤﺞ ﺍﻟﺘﻌﻠﻴﻡ ﺍﻟﻔﻨﺩﻗﻲ ﻭﺍﻟﺴﻴﺎﺤﻲ ﻓﻲ )31(‬

‫ﻤﺠﺎﻻ ﻫﻲ: ﺍﻟﻘﻴﺎﺩﺓ، ﻭﺍﻟﻤﻨﻬﺠﻴﺔ ﺍﻻﺩﺍﺭﻴﺔ، ﻭﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻭﺍﻟﺜﻘﺎﻓﺔ ﺍﻟﺘﻨﻅﻴﻤﻴﺔ،‬ ‫ﻭﺍﻟﻬﻴﻜل ﺍﻟﺘﻨﻅﻴﻤﻲ، ﻭﺍﺩﺍﺭﺓ ﺍﻟﻤﻭﺍﺭﺩ ﺍﻟﺒﺸﺭﻴﺔ، ﻭﺍﺩﺍﺭﺓ ﺸﺅﻭﻥ ﺍﻟﻁﻠﺒﺔ، ﻭﺍﺩﺍﺭﺓ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ،‬ ‫ﻭﺍﻟﺒﻨﻴﺔ ﺍﻟﺘﺤﺘﻴﺔ، ﻭﺍﺩﺍﺭﺓ ﺍﻟﻤﻌﺭﻓﺔ ﻭﺍﻟﺒﺤﺙ ﻭﺍﻟﺘﻁﻭﻴﺭ، ﻭﺍﻟﺸﺭﺍﻜﺔ ﻤﻊ ﺫﻭﻱ ﺍﻟﻌﻼﻗﺔ‬ ‫)ﺍﻟﻌﻤﻼﺀ(،ﻭﺍﺩﺍﺭﺓ ﺍﻟﻌﻤﻠﻴﺎﺕ ﻓﻲ ﻤﺠﺎﻟﻲ ﺘﻁﺒﻴﻕ ﺍﻟﺒﺭﺍﻤﺞ ﻭﺘﻨﻔﻴﺫﻫﺎ ﻭﻀﺒﻁ ﺍﻟﺠﻭﺩﺓ .‬

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‫96‬ ‫– ﺩﺭﺍﺴﺔ )اﻟﺴﻜﺎرﻧﺔ،5002( ﺒﻌﻨﻭﺍﻥ: "اﺳﺘﺮاﺗﯿﺠﯿﺎت اﻟﺮﯾﺎدة ودورھﺎ ﻓﻲ ﺗﺤﻘﯿﻖ اﻟﻤﯿﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ وﺗﺤﺴﯿﻦ أداء ﻟﺸﺮﻛﺎت اﻻﺗﺼﺎﻻت ﻓﻲ اﻷردن".‬ ‫ﻫﺩﻓﺕ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺘﻁﻭﻴﺭ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﻟﻠﺭﻴﺎﺩﺓ ﺘﺴﺎﻫﻡ ﻓﻲ ﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻭﺘﺤﺴﻴﻥ ﺍﻷﺩﺍﺀ ﻟﺸﺭﻜﺎﺕ ﺍﻻﺘﺼﺎﻻﺕ ﻓﻲ ﺍﻷﺭﺩﻥ، ﻭﻟﻠﺘﺄﻜﺩ ﻤﻥ ﺫﻟﻙ ﻓﻘﺩ ﺘﻡ ﺘﻁﻭﻴﺭ‬ ‫ﻨﻤﻭﺫﺝ ﻤﻥ ﺍﺠل ﺍﺨﺘﺒﺎﺭ ﺍﻟﻌﻼﻗﺎﺕ ﺒﻴﻥ ﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﻤﺴﺘﻘﻠﺔ ﻭﺍﻟﺘﺎﺒﻌﺔ، ﻭﺘﻜﻭﻨﺕ‬ ‫ﺍﻟﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﻤﺴﺘﻘﻠﺔ ﻤﻥ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺍﻟﺭﻴﺎﺩﺓ ﺍﻟﻤﻜﻭﻨﺔ ﻤﻥ )ﺍﻹﺒﺩﺍﻉ، ﺍﻻﺒﺘﻜﺎﺭ، ﺍﻟﺘﻔﺭﺩ، ﺃﺨﺫ‬ ‫ﺍﻟﻤﺨﺎﻁﺭﺓ، ﺍﻟﻤﺒﺎﺩﺃﺓ(.ﻭﻴﺘﻜﻭﻥ ﺍﻟﻤﺘﻐﻴﺭﺍﻥ ﺍﻟﺘﺎﺒﻌﺎﻥ ﻤﻥ: ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺍﻟﻤﻜﻭﻨﺔ ﻤﻥ ) ﺍﻟﺘﻤﺎﻴﺯ،‬ ‫ﻗﻴﺎﺩﺓ ﺍﻟﺘﻜﻠﻔﺔ، ﺍﻹﺒﺩﺍﻉ، ﺍﻟﺘﺤﺎﻟﻔﺎﺕ(، ﻭﺍﻷﺩﺍﺀ ﺍﻟﻤﻜﻭﻥ ﻤﻥ )ﺘﺤﺴﻴﻥ ﺍﻟﻌﻤﻠﻴﺎﺕ، ﺘﻨﻤﻴﺔ ﺍﺘﺠﺎﻫﺎﺕ‬ ‫ﺍﻟﻌﺎﻤﻠﻴﻥ، ﺘﺤﺴﻴﻥ ﻤﺴﺘﻭﻯ ﺍﻟﺨﺩﻤﺔ ﻟﻠﻌﻤﻼﺀ، ﺍﻟﻨﻤﻭ ﻭﺍﻹﻨﺘﺎﺠﻴﺔ(. ﻭﻗﺩ ﺘﻡ ﺠﻤﻊ ﺍﻟﺒﻴﺎﻨﺎﺕ ﺍﻟﻤﺘﻌﻠﻘﺔ‬ ‫ﺒﺎﻟﺩﺭﺍﺴﺔ ﺍﻟﻤﻴﺩﺍﻨﻴﺔ ﻤﻥ ﺨﻼل ﻤﺠﺘﻤﻊ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﻤﺘﻤﺜل ﻓﻲ ﺸﺭﻜﺎﺕ ﺍﻻﺘﺼﺎﻻﺕ ﻓﻲ ﺍﻷﺭﺩﻥ‬ ‫ﻭﺍﻟﺒﺎﻟﻎ ﻋﺩﺩﻫﺎ ﺃﺭﺒﻊ ﺸﺭﻜﺎﺕ ﺘﻌﻤل ﻓﻲ ﻤﺠﺎل ﺍﻻﺘﺼﺎﻻﺕ، ﺃﻤﺎ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ ﻓﻤﻜﻭﻨﺔ ﻤﻥ‬ ‫)041( ﻤﺩﻴﺭﹰ ﻤﻥ ﻤﺩﻴﺭﻱ ﺍﻹﺩﺍﺭﺍﺕ، ﺤﻴﺙ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺍﻟﻨﺘﻴﺠﺔ ﺍﻟﺘﺎﻟﻴﺔ: ﺘﻭﺠﺩ ﻋﻼﻗﺔ‬ ‫ﺍ‬ ‫ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺘﻁﺒﻴﻕ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺍﻟﺭﻴﺎﺩﺓ ﻭﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻟﺸﺭﻜﺎﺕ‬ ‫ﺍﻻﺘﺼﺎﻻﺕ.‬ ‫– ﺩﺭﺍﺴﺔ )اﻟﻘﻀﺎة،6002( ﺒﻌﻨﻭﺍﻥ: "أﺛﺮ ﺗﺒﻨﻲ إﺳﺘﺮاﺗﯿﺠﯿﺔ اﻟﺠﻮدة اﻟﺸﺎﻣﻠﺔ ﻓﻲ ﺗﺤﺴﯿﻦ‬ ‫اﻟﻤﻮﻗﻒ اﻟﺘﻨﺎﻓﺴﻲ: دراﺳﺔ ﻣﯿﺪاﻧﯿﺔ ﻟﻠﺸﺮﻛﺎت اﻟﺼﻨﺎﻋﯿﺔ اﻟﺪواﺋﯿﺔ اﻷردﻧﯿﺔ.‬ ‫ﻓﻲ ﺘﺤﺴﻴﻥ‬ ‫ﻫﺩﻓﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺘﺤﺩﻴﺩ ﺍﺜﺭ ﺘﺒﻨﻲ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺸﺎﻤﻠﺔ‬

‫ﺍﻟﻤﻭﻗﻑ ﺍﻟﺘﻨﺎﻓﺴﻲ ﻟﻠﺸﺭﻜﺎﺕ ﺍﻟﺼﻨﺎﻋﻴﺔ ﺍﻟﺩﻭﺍﺌﻴﺔ ﺍﻷﺭﺩﻨﻴﺔ. ﻭﻗﺩ ﺘﻡ ﺠﻤﻊ ﺍﻟﺒﻴﺎﻨﺎﺕ ﻤﻥ )68(‬

‫ﻤﺩﻴﺭﺍ ﻭﺨﺒﻴﺭﺍ ﻭﻤﺴﺘﺸﺎﺭﺍ ﻴﻌﻤﻠﻭﻥ ﻓﻲ )71( ﺸﺭﻜﺔ ﻟﺼﻨﺎﻋﺔ ﺍﻷﺩﻭﻴﺔ ﻋﻥ ﻁﺭﻴﻕ ﺍﺴﺘﺒﺎﻨﻪ ﺘﻡ‬

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‫07‬ ‫ﺘﺼﻤﻴﻤﻬﺎ ﻟﻬﺫﻩ ﺍﻟﻐﺎﻴﺔ. ﻭﺍﺴﺘﺨﺩﻤﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻷﺴﺎﻟﻴﺏ ﺍﻹﺤﺼﺎﺌﻴﺔ ﺍﻟﻭﺼﻔﻴﺔ ﻭﺍﻻﺴﺘﺩﻻﻟﻴﺔ‬ ‫ﻻﺨﺘﺒﺎﺭ ﻓﺭﻀﻴﺎﺘﻬﺎ ﺍﻟﻤﻭﺯﻋﺔ ﻋﻠﻰ ﺜﻼﺜﺔ ﺃﺒﻌﺎﺩ ﺭﺌﻴﺴﺔ. ﺘﻭﺼﻠﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﻋﺩﺩ ﻤﻥ ﺍﻟﻨﺘﺎﺌﺞ‬ ‫ﺃﻫﻤﻬﺎ: ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺇﻴﺠﺎﺒﻴﺔ ﻭﻤﺒﺎﺸﺭﺓ ﺒﻴﻥ ﺘﺒﻨﻲ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺸﺎﻤﻠﺔ ﻭﺍﻟﻤﻭﻗﻑ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻲ ﺤﻴﺙ ﺒﻠﻎ ﻤﻌﺎﻤل ﺍﻻﺭﺘﺒﺎﻁ )1.77%(. ﻭﻜﺫﻟﻙ ﺃﻅﻬﺭﺕ ﺍﻟﻨﺘﺎﺌﺞ ﺃﻗﻭﻯ ﻋﻼﻗﺔ ﻫﻲ ﺒﻴﻥ‬ ‫ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺸﺎﻤﻠﺔ ﻭﻗﺩﺭﺓ ﺍﻟﻨﻔﺎﺫ ﻟﻸﺴﻭﺍﻕ ﺍﻟﺨﺎﺭﺠﻴﺔ ﺤﻴﺙ ﺒﻠﻎ ﻤﻌﺎﻤل ﺍﻻﺭﺘﺒﺎﻁ‬ ‫)7.08%(.‬ ‫– ﺩﺭﺍﺴﺔ )ﺷﺮﻓﺎت،7002( ﺒﻌﻨﻭﺍﻥ:"دور اﻟﺘﻐﻠﯿﻒ ﻓﻲ إﻛﺴﺎب اﻟﻤﻨﺘﺠﺎت ﻣﻦ ﻣﺴﺘﺤﻀﺮات‬ ‫اﻟﺘﺠﻤﯿﻞ ﻣﯿﺰة ﺗﻨﺎﻓﺴﯿﺔ ﻓﻲ اﻟﺴﻮق اﻷردﻧﯿﺔ".‬ ‫ﻫﺩﻓﺕ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺘﺤﺩﻴﺩ ﻤﺴﺎﻫﻤﺔ ﺠﻭﺩﺓ ﺍﻟﺘﻐﻠﻴﻑ ﻓﻲ ﻓﻌﺎﻟﻴﺔ ﺘﺴﻭﻴﻕ‬ ‫ﻤﺴﺘﺤﻀﺭﺍﺕ ﺍﻟﺘﺠﻤﻴل ﻓﻲ ﺍﻟﺴﻭﻕ ﺍﻷﺭﺩﻨﻲ، ﻭﺍﻟﺘﻌﺭﻑ ﻋﻠﻰ ﻭﺴﺎﺌل ﺍﻟﺘﻐﻠﻴﻑ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ‬ ‫ﻭﻤﻭﺍﺩﻫﺎ ﻓﻲ ﺘﺴﻭﻴﻕ ﻤﺴﺘﺤﻀﺭﺍﺕ ﺍﻟﺘﺠﻤﻴل، ﻭﻗﻴﺎﺱ ﻗﺩﺭﺓ ﺍﻟﺘﻐﻠﻴﻑ ﻋﻠﻰ ﺯﻴﺎﺩﺓ ﻭﻻﺀ ﺍﻟﻤﺴﺘﻬﻠﻙ‬ ‫ﻟﻤﻨﺘﺠﺎﺕ ﻤﺴﺘﺤﻀﺭﺍﺕ ﺍﻟﺘﺠﻤﻴل، ﻭﺘﺤﺩﻴﺩ ﺃﺜﺭ ﺍﻟﺘﻐﻠﻴﻑ ﻋﻠﻰ ﻗﺭﺍﺭ ﺍﻟﻤﺴﺘﻬﻠﻙ ﺍﻟﺸﺭﺍﺌﻲ، ﻭﺒﻴﺎﻥ‬ ‫ﺩﻭﺭ ﺍﻟﺘﻐﻠﻴﻑ ﻓﻲ ﺒﻨﺎﺀ ﺍﻟﺼﻭﺭﺓ ﺍﻟﺫﻫﻨﻴﺔ ﻟﻠﻤﻨﺘﺞ. ﻭﻜﺎﻨﺕ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻭﻻ ﺍﻟﺸﺭﻜﺎﺕ ﺍﻟﻤﻨﺘﺠﺔ‬ ‫ﻟﻤﺴﺘﺤﻀﺭﺍﺕ ﺍﻟﺘﺠﻤﻴل، ﻭﺫﻟﻙ ﻟﻘﻴﺎﺱ ﺃﺜﺭ ﺍﻟﺘﻐﻠﻴﻑ ﻋﻠﻰ ﻨﻤﻭ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻭﺯﻴﺎﺩﺓ ﺍﻟﺭﺒﺤﻴﺔ،‬ ‫ﻭﺯﻴﺎﺩﺓ ﺍﻟﺤﺼﺔ ﺍﻟﺴﻭﻗﻴﺔ ﻟﻠﺸﺭﻜﺔ. ﻭﺜﺎﻨﻴﺎ: ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻥ ﻟﻠﻤﻨﺘﺞ، ﻟﻘﻴﺎﺱ ﺃﺜﺭ ﺍﻟﺘﻐﻠﻴﻑ ﻋﻠﻰ‬ ‫ﺍﻟﺼﻭﺭﺓ ﺍﻟﺫﻫﻨﻴﺔ ﻟﻠﻤﻨﺘﺞ، ﻭﺇﺩﺭﺍﻙ ﺍﻟﻤﺴﺘﻬﻠﻙ ﻟﻠﻤﻨﺘﺞ، ﻭﺯﻴﺎﺩﺓ ﻭﻻﺀ ﺍﻟﻤﺴﺘﻬﻠﻙ ﻟﻠﻤﻨﺘﺞ، ﻭﻗﺭﺍﺭ‬ ‫ﺍﻟﻤﺴﺘﻬﻠﻙ ﺍﻟﺸﺭﺍﺌﻲ. ﻭﻗﺩ ﺘﻭﺼﻠﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻨﻪ ﻴﻤﻜﻥ ﻟﺘﻐﻠﻴﻑ ﻤﺴﺘﺤﻀﺭﺍﺕ ﺍﻟﺘﺠﻤﻴل‬ ‫ﺍﻷﺭﺩﻨﻴﺔ ﺃﻥ ﻴﻌﺒﺭ ﻋﻥ ﺠﻭﺩﺓ ﺍﻟﻤﻨﺘﺞ، ﻭﻤﻊ ﻫﺫﺍ ﻓﺈﻨﻪ ﻻﻴﺯﺍل ﺒﺤﺎﺠﺔ ﻟﻤﺯﻴﺩ ﻤﻥ ﺍﻹﻫﺘﻤﺎﻡ‬

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‫17‬ ‫ﻭﺍﻟﺘﻁﻭﻴﺭ ﺤﺘﻰ ﻴﺭﺘﻘﻲ ﺒﻤﺴﺘﻭﺍﻩ، ﻭﺃﻥ ﺘﻐﻠﻴﻑ ﻤﺴﺘﺤﻀﺭﺍﺕ ﺍﻟﺘﺠﻤﻴل ﺍﻷﺭﺩﻨﻴﺔ ﻟﻴﺱ ﺒﻤﺴﺘﻭﻯ‬ ‫ﺘﻐﻠﻴﻑ ﻤﺴﺘﺤﻀﺭﺍﺕ ﺍﻟﺘﺠﻤﻴل ﺍﻷﺠﻨﺒﻴﺔ.‬

‫2-4-2-2 اﻟﺪراﺳﺎت اﻷﺟﻨﺒﯿﺔ‬
‫ ﺩﺭﺍﺴﺔ )2991,‪ (Rajagopala‬ﺒﻌﻨﻭﺍﻥ: -‪"Sustainable Competitive Advantage in Business‬‬‫:‪Services‬‬ ‫‪Role‬‬ ‫&‬ ‫‪determinants‬‬ ‫‪of‬‬ ‫‪long–term‬‬ ‫‪vendor–client‬‬ ‫."‪relationship‬‬

‫ﻫﺩﻓﺕ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺘﺄﻜﻴﺩ ﺍﻓﺘﺭﺍﻀﻴﺔ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺃﺠﺎﺒﻴﺔ ﺒﻴﻥ ﻁﻭل ﻤﺩﺓ ﻋﻼﻗﺎﺕ‬ ‫ﺍﻷﻋﻤﺎل ﻓﻲ ﻤﻨﻅﻤﺎﺕ ﺍﻟﺨﺩﻤﺎﺕ ﻤﻊ ﺯﺒﺎﺌﻨﻬﺎ ﻭﺃﺩﺍﺌﻬﺎ ﺍﻟﻤﺎﻟﻲ، ﺒﺤﻴﺙ ﺃﻥ ﻤﻨﻅﻤﺎﺕ ﺍﻟﺨﺩﻤﺎﺕ ﺫﺍﺕ‬ ‫ﺍﻷﺩﺍﺀ ﺍﻟﻤﺎﻟﻲ ﺍﻟﻌﺎﻟﻲ ﺘﻨﻤﻭ ﺃﺴﺭﻉ ﻤﻥ ﺍﻟﻤﻨﻅﻤﺎﺕ ﺫﺍﺕ ﺍﻷﺩﺍﺀ ﺍﻟﻤﺎﻟﻲ ﺍﻟﻤﺨﻔﺽ. ﻭﺘﻡ ﺩﺭﺍﺴﺔ‬ ‫ﺍﻟﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺘﻲ ﺘﺴﺎﻫﻡ ﻓﻲ ﺘﺨﺭﻴﺏ ﻁﻭل ﻋﻼﻗﺎﺕ ﺍﻷﻋﻤﺎل. ﻭﺘﻡ ﺍﺨﺘﺒﺎﺭ ﺍﻟﻔﺭﻀﻴﺎﺕ ﺤﺴﺏ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﻓﻲ ﺸﺭﻜﺎﺕ ﺍﻟﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻟﻭﻻﻴﺎﺕ ﺍﻟﻤﺘﺤﺩﺓ، ﺍﻟﺘﻲ ﺘﺴﺘﺨﺩﻡ ﻨﻤﺎﺫﺝ‬ ‫ﺩﻴﻨﺎﻤﻴﻜﻴﺔ ﻭﻨﺘﺎﺌﺞ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻜﺩﺕ ﺃﻥ ﻁﻭل ﻤﺩﺓ ﺍﻟﻌﻼﻗﺎﺕ ﺘﺴﺎﻫﻡ ﻓﻲ ﺍﻷﺩﺍﺀ ﺍﻟﻤﺎﻟﻲ ﻟﺸﺭﻜﺎﺕ‬ ‫ﺍﻟﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ، ﻭﺍﻟﺸﺭﻜﺎﺕ ﺫﺍﺕ ﺍﻷﺩﺍﺀ ﺍﻟﻤﺎﻟﻲ ﺍﻟﻌﺎﻟﻲ ﺘﻨﻤﻭ ﺒﺴﺭﻋﺔ ﺍﻜﺒﺭ ﻤﻥ ﺍﻟﺸﺭﻜﺎﺕ‬ ‫ﺫﺍﺕ ﺍﻷﺩﺍﺀ ﺍﻟﻤﺎﻟﻲ ﺍﻟﻤﻨﺨﻔﺽ. ﻋﺩﺓ ﻓﺭﻀﻴﺎﺕ ﺃﻜﺩﺕ ﺃﻥ ﺤﺠﻡ ﻭﺇﺒﺩﺍﻉ ﻭﻓﻌﺎﻟﻴﺔ ﻭﻋﻤﺭ ﻭﺃﺩﺍﺀ‬ ‫ﻭﻤﻜﺎﻨﺔ ﺸﺭﻜﺎﺕ ﺍﻟﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ، ﻤﻥ ﺃﻫﻡ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺘﻲ ﺘﺤﺩﺩ ﻁﻭل ﻤﺩﺓ ﻋﻼﻗﺔ ﺍﻟﺸﺭﻜﺔ‬ ‫ﻤﻊ ﺯﺒﺎﺌﻨﻬﺎ.‬

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‫ ﺩﺭﺍﺴـﺔ )3991,‪ (Mallick‬ﺒﻌﻨـﻭﺍﻥ: ‪"The Design Strategy & It’s Interface With‬‬‫ـ‬ ‫‪Manufacturing‬‬ ‫."‪& Marketing Strategies‬‬

‫ﻴﻌﺩ ﺘﺼﻤﻴﻡ ﺍﻟﻤﻨﺘﺞ ﻭﺍﺤﺩﹰ ﻤﻥ ﺃﻫﻡ ﺍﻟﻤﺼﺎﺩﺭ ﺍﻟﻤﺸﺘﺭﻜﺔ ﺍﻟﺘﻲ ﻤﻥ ﺍﻟﻤﻤﻜﻥ ﺇﺩﺍﺭﺘﻬﺎ‬ ‫ﺍ‬ ‫ﺇﺴﺘﺭﺍﺘﻴﺠﻴ ﹰ ﻟﻜﺴﺏ ﻓﻭﺍﺌﺩ ﺍﻟﻤﻨﺎﻓﺴﺔ. ﻭﻤﻊ ﺫﻟﻙ، ﻓﺈﻥ ﺇﺩﺍﺭﺓ ﺘﺼﻤﻴﻡ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﺘﻲ ﺘﻤﺎﺭﺱ‬ ‫ﺎ‬ ‫ﺍﻟﻴﻭﻡ، ﺘﻌﺩ ﻓﻨ ﹰ ﺃﻜﺜﺭ ﻤﻥ ﻋﻠﻡ. ﺘﻔﺘﻘﺭ ﺍﻟﻤﻨﻁﻘﺔ )ﺍﻟﻭﻻﻴﺎﺕ ﺍﻟﻤﺘﺤﺩﺓ( ﺇﻟﻰ ﺍﻟﻤﻌﺭﻓﺔ ﺍﻟﻨﻅﺎﻤﻴﺔ‬ ‫ﺎ‬ ‫ﻭﺍﻟﻤﻨﻁﻘﻴﺔ ﺍﻟﺘﻲ ﻤﻥ ﺍﻟﻤﻤﻜﻥ ﺘﻌﻤﻴﻤﻬﺎ ﻭﻨﺎﺩﺭﹰ ﻤﺎ ﺘﻜﻭﻥ ﻤﻔﻬﻭﻤﺔ ﻤﻥ ﻗﺒل ﺍﻟﻨﺎﺱ ﺍﻟﺫﻴﻥ ﻴﺩﻴﺭﻭﻥ‬ ‫ﺍ‬ ‫ﺍﻷﻋﻤﺎل. ﺇﻥ ﺍﻟﺠﻬﻭﺩ، ﻓﻲ ﺍﻟﻭﻗﺕ ﺍﻟﺤﺎﻀﺭ، ﻤﺤﺼﻭﺭﺓ ﻓﻲ ﺍﻟﻤﻨﻅﻤﺎﺕ ﺍﻟﺨﺎﺼﺔ ﻭﺍﻟﺠﺎﻤﻌﺎﺕ‬ ‫ﻟﺘﺤﻭﻴل ﺇﺩﺍﺭﺓ ﺍﻟﻤﻨﺘﻭﺠﺎﺕ ﺇﻟﻰ ﻨﻅﺎﻡ ﻋﻤل ﺜﺎﺒﺕ. ﻫﺩﻓﺕ ﻫﺫﺍ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﻰ ﺍﻟﻤﺴﺎﻫﻤﺔ ﻓﻲ ﺠﻬﺩ‬ ‫ﻗﻠﻴل ﻟﻜﻨﻪ ﻫﺎﻡ. ﻓﻔﻲ ﺍﻟﺠﺯﺀ ﺍﻷﻭل ﻤﻥ ﺍﻟﺩﺭﺍﺴﺔ: ﻴﺘﻡ ﺘﻌﺭﻴﻑ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻤﻥ ﻤﻨﻅﻭﺭ ﺍﻷﻋﻤﺎل، ﻭﺘﻁﻭﻴﺭ ﻫﻴﻜل ﻤﻔﻬﻭﻡ ﻟﺘﺴﻬﻴل ﺍﻟﺘﺤﻠﻴل ﺘﺼﻨﻴﻔﻲ ﻟﻤﺴﺄﻟﺔ ﺇﺩﺍﺭﺓ ﺘﺼﻤﻴﻡ‬ ‫ﻭﻴﺘﻡ ﺃﻴﻀ ﹰ ﺘﻁﻭﻴﺭ ﺍﻟﻬﻴﻜل ﻟﻤﺯﺝ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻤﻊ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ‬ ‫ﺎ‬ ‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ.‬

‫ﺍﻟﺘﺴﻭﻴﻕ ﻭﺍﻟﺘﺼﻨﻴﻊ. ﻭﻓﻲ ﺍﻟﺠﺯﺀ ﺍﻟﺜﺎﻨﻲ: ﻴﺘﻡ ﺘﺤﻠﻴل ﺨﻤﺱ ﻗﻀﺎﻴﺎ ﻤﻨﺸﻭﺭﺓ ﺘﺘﻌﻠﻕ ﺒﺈﺩﺍﺭﺓ‬ ‫ﺘﺼﻤﻴﻡ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺘﺴﺘﺨﺩﻡ ﻫﺫﻩ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﻭﺘﺴﺘﺨﺩﻡ ﺍﻟﻬﻴﻜل ﺍﻟﻤ ﹼﻭﺭ ﻟﺘﻭﻀﻴﺢ ﻤﻼﺌﻤﺘﻬﺎ‬ ‫ﻁ‬ ‫ﻜﺄﺩﺍﺓ ﻓﻜﺭﻴﺔ. ﻭﺘﻡ ﺘﻁﻭﻴﺭ ﺜﻼﺜﺔ ﻤﻨﺘﺠﺎﺕ ﻤﻥ ﻀﻤﻥ ﻤﺠﺎل ﺍﻟﺒﺤﺙ ﻟﺘﻁﺒﻴﻕ ﺍﻟﻬﻴﻜل ﺍﻟﻤﻁﻭﺭ‬ ‫ﻋﻠﻴﻬﺎ، ﻟﻜﺴﺏ ﻤﻨﻅﻭﺭ ﺇﺴﺘﺭﺍﺘﻴﺠﻲ ﻀﻤﻥ ﻤﻭﻗﻑ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﻅﺎﻫﺭﺓ ﻓﻲ ﺘﻠﻙ ﺍﻟﻘﻀﺎﻴﺎ.‬ ‫ﻭﺃﺨﻴﺭﹰ، ﻜﻨﺘﻴﺠﺔ ﻟﻬﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ، ﺘﻡ ﺘﻁﻭﻴﺭ ﻤﺩﺨل ﻨﻅﺭﻱ ﻟﻠﺭﻗﺎﺒﺔ ﻟﻠﺘﺄﻜﺩ ﻤﻥ ﺘﻨﺴﻴﻕ ﺍﻟﺘﺼﻤﻴﻡ،‬ ‫ﺍ‬ ‫ﻭﺍﻟﺘﺼﻴﻨﻊ، ﻭﺇﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺍﻟﺘﺴﻭﻴﻕ ﻤﻥ ﺨﻼل ﺩﻭﺭﺓ ﺤﻴﺎﺓ ﺍﻟﻤﻨﺘﺞ. ﻜﻤﺎ ﻁ ‪‬ﺭ ﻫﺫﺍ ﺍﻟﻤﺩﺨل‬ ‫ﻭ‬ ‫ﻟﻠﻜﺸﻑ ﻋﻥ ﺍﻟﻤﻘﺎﻴﻀﺎﺕ ﺍﻟﺘﻲ ﺘﻅﻬﺭﺕ ﺒﻴﻥ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﻌﺎﻟﻤﻲ ﻭﺍﻹﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﻲ‬ ‫ﺘﺘﻀﻤﻥ ﺘﻨﻭﻴﻊ ﺍﻟﻤﻨﺘﺞ ﺒﺈﺴﺘﺨﺩﺍﻡ ﻤﺒﺎﺩﺉ ﺘﺼﻤﻴﻤﻴﺔ ﻤﺤﻠﻴﺔ ﻤﻌﻴﻨﺔ.‬

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‫ ﺩﺭﺍﺴﺔ ﺒﻌﻨﻭﺍﻥ )4002 ,‪ (Bowne‬ﺒﻌﻨﻭﺍﻥ: ‪"Organizational Structure and the Creative‬‬‫."‪Process‬‬

‫ﻴﻤﻜﻥ ﻟﻠﻤﻴﺯﺓ ﺍﻻﺒﺘﻜﺎﺭﻴﺔ ﺃﻥ ﺘﻜﻭﻥ ﻤﺼﺩﺭﹰ ﺫﺍ ﻗﻭﺓ ﻜﺒﻴﺭﺓ ﻟﻠﻔﻭﺍﺌﺩ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻓﻲ‬ ‫ﺍ‬ ‫ﺍﻷﻋﻤﺎل، ﺃﻭ ﺍﻟﻔﻨﻭﻥ، ﺃﻭ ﺍﻟﻌﻠﻭﻡ، ﺃﻭ ﺍﻟﺤﻴﺎﺓ ﻨﻔﺴﻬﺎ. ﻓﻲ ﺍﻟﺤﻘﻴﻘﺔ: ﺍﻹﺒﺩﺍﻉ، ﻭﺍﻻﺒﺘﻜﺎﺭ، ﻭﺍﻟﻘﺩﺭﺓ‬ ‫ﻋﻠﻰ ﺍﻟﺘﻜﻴﻑ، ﻭﺘﻐﻴﻴﺭ ﺍﻟﻬﻴﺎﻜل ﺍﻟﺘﻨﻅﻴﻤﻴﺔ، ﹸﺭﻯ ﻜﺄﺴﺱ ﻟﻠﻨﺠﺎﺡ ﻓﻲ ﻋﺩﺓ ﻤﻨﻅﻤﺎﺕ. ﻗﺎﻤﺕ ﻫﺫﻩ‬ ‫ﺘ‬ ‫ﺍﻟﺩﺭﺍﺴﺔ ﺒﺎﺴﺘﺨﺩﺍﻡ ﻨﻤﻭﺫﺝ ﺠﺭﺍﻓﻴﻜﻲ ﻟﻠﺘﺤﻘﻕ ﻤﻥ ﺍﻟﻤﺴﺒﺒﺎﺕ ﺍﻟﻤﻤﻜﻨﺔ ﻟﻼﻨﻔﺼﺎل ﺍﻟﻭﺍﻀﺢ ﺒﻴﻥ‬ ‫ﺍﻟﻨﻅﺭﻴﺔ ﻭﺍﻟﻤﻼﺤﻅﺔ. ﺘﻡ ﺘﻁﺒﻴﻕ ﺍﻟﻨﻤﻭﺫﺝ ﻋﻠﻰ ﻤﻨﻅﻤﺎﺕ ﺒﺴﻴﻁﺔ ﻭﻤﻼﺌﻤﺔ )ﻓﻲ ﺍﻟﻭﻻﻴﺎﺕ‬ ‫ﺍﻟﻤﺘﺤﺩﺓ( ﻟﻜﻲ ﻴﺘﻡ ﺍﻟﺘﺤﻘﻕ ﻤﻥ ﺍﻟﻌﻼﻗﺎﺕ ﺒﻴﻥ ﺍﻹﺒﺩﺍﻉ ﺍﻟﻤﻨﻔﺭﺩ، ﻭﺍﻹﺒﺩﺍﻉ ﺍﻟﺘﻨﻅﻴﻤﻲ ﻭﺍﻟﻬﻴﻜل‬ ‫ﺍﻟﺘﻨﻅﻴﻤﻲ. ﻫﻨﺎﻙ ﻤﻌﺎﺩﻟﺔ ﺒﺴﻴﻁﺔ ﻟﻠﻨﻤﻭﺫﺝ ﺍﻟﺠﺭﺍﻓﻴﻜﻲ ﺘﻡ ﺍﻟﺘﺤﻘﻕ ﻤﻨﻬﺎ ﺒﺸﻜل ﺘﺤﻠﻴﻠﻲ، ﻭﻤﻌﺎﺩﻟﺔ‬ ‫ﻤﻁﻭﺭﺓ ﺃﻴﻀ ﹰ ﺘﻡ ﺘﺤﻠﻴﻠﻬﺎ ﺒﺎﺴﺘﺨﺩﺍﻡ ﻨﻤﻭﺫﺝ ﻤﻭﻨﺘﻲ ﻜﺎﺭﻟﻭ. ﻭﺒﻴﻨﺕ ﻨﺘﺎﺌﺞ ﺍﻟﻨﻤﻭﺫﺝ ﺃﻥ ﺍﻟﻬﻴﻜل،‬ ‫ﺎ‬ ‫ﻟﻥ ﻴﻌﻁﻲ ﺍﻷﻭﻟﻭﻴﺔ ﺒﺎﻟﻀﺭﻭﺭﺓ ﻟﻸﺩﺍﺀ ﺍﻹﺒﺩﺍﻋﻲ ﺍﻟﻤﺘﻨﺎﻤﻲ. ﻭﺇﻥ ﺃﻜﺜﺭ ﺍﻟﻤﻨﻅﻤﺎﺕ ﺍﻟﻤﺭﺒﺤﺔ ﻫﻲ‬ ‫ﺘﻠﻙ ﺍﻟﺘﻲ ﻏﻴﺭﺕ ﻫﻴﻜﻠﻬﺎ ﺇﻟﻰ ﻫﻴﻜل ﺫﻱ ﺘﻜﺎﻤل ﻋﺎ ٍ. ﻭﺃﻅﻬﺭ ﺍﻟﻨﻤﻭﺫﺝ ﺃﻥ ﺍﻟﺘﻨﺎﻤﻲ ﻓﻲ ﺍﻹﺒﺩﺍﻉ‬ ‫ل‬ ‫ﺍﻟﻤﻨﻔﺭﺩ ﻭﺍﻟﻘﻴﺎﺩﺓ ﺍﻹﺒﺩﺍﻋﻴﺔ ﻤﻥ ﺍﻟﻤﻤﻜﻥ ﺃﻥ ﻻ ﺘﺘﻁﻭﺭ، ﻭﻓﻲ ﺍﻟﺤﻘﻴﻘﺔ، ﻤﻥ ﺍﻟﻤﻤﻜﻥ ﺃﻥ ﻴﻨﻘﺹ ﻤﻥ‬ ‫ﺍﻹﺒﺩﺍﻉ ﺍﻟﺘﻨﻅﻴﻤﻲ.‬
‫ ﺩﺭﺍﺴﺔ ) 4002,‪ (Sauber‬ﺒﻌﻨﻭﺍﻥ: ‪"Design & Implantation a Concept of Structured‬‬‫."‪Innovation Strategy Formulation‬‬

‫ﻫﺩﻓﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺍﻹﺠﺎﺒﺔ ﻋﻠﻰ ﺍﻟﺴﺅﺍل ﺍﻟ ‪‬ﻠ ‪ ":‬ﻜﻴﻑ ﻴﻤﻜﻥ ﻟﺼﻴﺎﻏﺔ ﻤﻔﻬﻭﻡ ﻫﻴﻜﻠﺔ‬ ‫ﻤﺢ‬ ‫ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻻﺒﺘﻜﺎﺭ ﺃﻥ ﺘﻁ‪‬ﻕ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻻﺒﺘﻜﺎﺭ ﻓﻲ ﺍﻟﻤﻨﻅﻤﺔ؟" ﺘﻁﻠﺒﺕ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺇﺠﺭﺍﺀ‬ ‫ﺒ‬ ‫ﺒﺤﺜﻴ ﹰ ﻋﻠﻰ ﻤﺭﺤﻠﺘﻴﻥ، ﺃﻭ ﹰ: ﻤﺭﺤﻠﺔ ﺍﻟﻤﻘﺎﺒﻼﺕ ﻋﻠﻰ ﺃﺴﺎﺱ ﻭﺠﻭﺩ ﺍﻟﻨﻅﺭﻴﺔ، ﺘﻡ ﺘﻁﻭﻴﺭ ﻋﻤﻠﻴﺔ‬ ‫ﻻ‬ ‫ﺎ‬

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‫47‬ ‫ﺼﻴﺎﻏﺔ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻻﺒﺘﻜﺎﺭ. ﻭﺒﺫﻟﻙ، ﺘﺭﺘﻜﺯﺕ ﻫﺫﻩ ﺍﻟﻌﻤﻠﻴﺔ ﻋﻠﻰ ﺍﻷﺩﺍﺓ ﺍﻻﺒﺘﻜﺎﺭﻴﺔ ﺍﻟﺘﻲ‬ ‫ﺘﺴﻌﻰ ﺇﻟﻰ ﻫﻴﻜﻠﻴﺔ ﺍﻻﺒﺘﻜﺎﺭ. ﻭﻴﻤﻜﻥ ﺭﺅﻴﺔ ﻫﺫﻩ ﺍﻟﻬﻴﻜﻠﻴﺔ ﻜﻤﺴﻭﺩﺓ ﻓﻲ ﻨﻅﺎﻡ ﺍﻻﺒﺘﻜﺎﺭ ﺍﻟﺫﻱ‬ ‫ﻴﺴﻤﺢ ﺒﻔﻬﻡ ﻨﻅﺎﻡ ﺍﻻﺒﺘﻜﺎﺭ ﻟﻠﺸﺭﻜﺔ ﻤﻥ ﺤﻴﺙ ﺍﻟﺘﻌﻘﻴﺩ، ﻭﺘﺩﺍﺨل ﺍﻷﻨﻅﻤﺔ ﻭﺘﻘﻴﻴﻤﻬﺎ، ﻭﺍﻟﺘﻲ ﻴﺠﺏ‬ ‫ﺃﻥ ﺘﻜﻭﻥ ﺃﺴﺎﺱ ﺇﺩﺍﺭﺓ ﺍﻟﺸﺭﻜﺔ ﻭﻹﺘﺨﺎﺫ ﺍﻟﻘﺭﺍﺭﺍﺕ. ﻭﺒﺎﻻﻀﺎﻓﺔ ﺍﻟﻰ ﺫﻟﻙ، ﻓﺈﻥ ﻫﻴﻜﻠﻴﺔ ﺍﻻﺒﺘﻜﺎﺭ‬ ‫ﺘﻌﺩ ﻜﺄﺩﺍﺓ ﺘﺴﺎﻋﺩ ﺍﻹﺒﺩﺍﻉ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻲ ﻓﻲ ﺍﻟﺸﺭﻜﺔ ﻹﺴﺘﺨﻼﺹ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﻭﺍﺒﺘﻜﺎﺭﺍﺕ ﺍﻷﻋﻤﺎل ﻤﻥ ﺠﻬﺔ، ﻭﺍﺒﺘﻜﺎﺭﺍﺕ ﺍﻟﻤﻨﻅﻤﺎﺕ ﻤﻥ ﺠﻬﺔ ﺃﺨﺭﻯ. ﺇﻥ ﺘﻭﺤﻴﺩ ﻫﻴﻜﻠﻴﺔ‬ ‫ﺍﻻﺒﺘﻜﺎﺭ ﻤﻊ ﻋﻤﻠﻴﺔ ﺼﻴﺎﻏﺔ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻻﺒﺘﻜﺎﺭ، ﺍﻟﻤﺼﻤﻡ ‪‬ﻌﺩ ﺃﺴﺎﺱ ﺩﻋﻡ ﺍﻹﺩﺍﺭﺓ ﻟﻤﻤﺎﺭﺴﺔ‬ ‫ﻴ‬ ‫ﻨﻅﺎﻡ ﺍﻻﺒﺘﻜﺎﺭ. ﻓﻲ ﺍﻟﻤﺭﺤﻠﺔ ﺍﻟﺜﺎﻨﻴﺔ ﻜﻨﺘﻴﺠﺔ: ﺘﻡ ﺘﻘﻴﻴﻡ ﻭﺘﻁﺒﻴﻕ ﻋﻤﻠﻴﺔ ﺼﻴﺎﻏﺔ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻻﺒﺘﻜﺎﺭ، ﺍﻟﻤﺼﻤﻡ ﻭﻫﻴﻜﻠﻴﺔ ﺍﻻﺒﺘﻜﺎﺭ ﺍﻟﺠﺩﻴﺩﺓ ﻟﺘﺴﻌﺔ ﺘﻁﻭﻴﺭﺍﺕ ﺍﺒﺘﻜﺎﺭﻴﻪ ﻓﻲ ﻋﺩﺓ ﻤﻨﻅﻤﺎﺕ‬ ‫ﺍﺒﺘﻜﺎﺭﻴﻪ ﻤﺨﺘﻠﻔﺔ ﻓﻲ ﺴﻭﻴﺴﺭﺍ، ﻭﺒﻨﺎﺀ ﻋﻠﻰ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﻤﻁﺒﻘﺔ، ﺍﻟﺼﺎﺩﺭﺓ ﺤﺩﻴﺜ ﹰ ﺍﻟﺨﺎﺼﺔ ﺒﻌﻤﻠﻴﺔ‬ ‫ﺎ‬ ‫ﺼﻴﺎﻏﺔ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻻﺒﺘﻜﺎﺭ ﻤﻊ ﻭﺠﻭﺩ ﺍﻟﻤﺒﺎﺩﺉ ﺍﻹﺩﺍﺭﻴﺔ ﺍﻟﻭﺍﺴﻌﺔ ﻭﺍﻟﺸﺎﻤﻠﺔ.‬

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‫ﻣﺎ ﯾﻤﯿﺰ اﻟﺪراﺳﺔ اﻟﺤﺎﻟﯿﺔ‬
‫ﻤﻥ ﺨﻼل ﻤﺭﺍﺠﻌﺔ ﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻟﺴﺎﺒﻘﺔ ﻅﻬﺭ- ﻋﻠﻰ ﺤﺩ ﻋﻠﻡ ﺍﻟﺒﺎﺤﺜﺔ- ﺃﻨـﻪ ﻻ ﻴﻭﺠـﺩ‬

‫2- 7‬

‫ﺩﺭﺍﺴﺎﺕ ﺘﺘﻌﻠﻕ ﺒﺈﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺎﻷﺭﺩﻥ، ﻓﺘﻌﺩ ﻫﺫﻩ ﺍﻟﺭﺴﺎﻟﺔ ﻤﻥ ﺍﻟﺭﺴﺎﺌل ﺍﻟﺭﺍﺌﺩﺓ ﻓـﻲ ﺇﺩﺍﺭﺓ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ. ﻜﻤﺎ ﺃﻥ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﺤﺎﻟﻴﺔ ﺘﺘﻤﻴﺯ ﺒﺄﻨﻬﺎ ﺘﺒﺤﺙ ﻓﻲ ﺠﺎﻨﺏ ﻫﺎﻡ ﻭﺤﻴﻭﻱ ﻭﻫـﻭ ﺘﻁﺒﻴـﻕ‬ ‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﺍﻷﺭﺩﻥ ﻭﻤﻌﺭﻓﺔ ﺩﻭﺭﻫﺎ ﻓﻲ ﺘﺤﻘﻴﻕ‬ ‫ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻓﻲ ﺘﻠﻙ ﺍﻟﺸﺭﻜﺎﺕ، ﺤﻴﺙ ﺃﻥ ﻤﻌﻅﻡ ﺍﻟﺠﻬﻭﺩ ﻭﺍﻟﺒﺤﻭﺙ ﻜﺎﻨﺕ ﻤﻭﺠﻬﺔ ﻟﺩﺭﺍﺴﺔ‬ ‫ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻤﻥ ﻨﺎﺤﻴﺔ ﺃﺨﺭﻯ، ﻭﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻷﻭﻟﻰ ﺍﻟﺘـﻲ ﺘﻨﺎﻭﻟـﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘـﺼﻤﻴﻡ‬ ‫ﻭﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ.‬

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‫اﻟـﻔـﺼﻞ اﻟﺜﺎﻟﺚ‬ ‫ﻣﻨﮭﺠﯿﺔ اﻟﺪراﺳﺔ‬
‫3-1 اﻟﻤﻘﺪﻣﺔ‬ ‫3-2 ﻣﻨﮭﺞ اﻟﺪراﺳﺔ‬ ‫3-3 ﻣﺼﺎدر اﻟﺤﺼﻮل ﻋﻠﻰ اﻟﻤﻌﻠﻮﻣﺎت‬ ‫3-4 ﻣﺠﺘﻤﻊ اﻟﺪراﺳﺔ وﻋﯿﻨﺘﮭﺎ‬ ‫3-5 ﻣﺮاﺣﻞ ﺗﻄﻮﯾﺮ أداة اﻟﻘﯿﺎس‬
‫اﺧﺘﯿﺎر ﻣﻘﯿﺎس اﻻﺳﺘﺒﺎﻧﺔ‬ ‫اﻻﺧﺘﺒﺎرات اﻟﺨﺎﺻﺔ ﺑﺄداة اﻟﻘﯿﺎس )اﻻﺳﺘﺒﺎﻧﺔ(‬ ‫إﺟﺮاءات ﺗﻮزﯾﻊ اﻻﺳﺘﺒﺎﻧﺔ‬
‫3-5-1‬ ‫3-5-2‬ ‫3-5-3‬

‫3-6 اﻷﺳﺎﻟﯿﺐ اﻹﺣﺼﺎﺋﯿﺔ اﻟﻤﺴﺘﺨﺪﻣﺔ‬

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‫3 – 1 اﻟﻤﻘﺪﻣﺔ‬
‫ﺘﻨﺎﻭﻟﺕ ﺍﻟﺒﺎﺤﺜﺔ ﻓﻲ ﻫﺫﺍ ﺍﻟﻔﺼل ﺍﻟﻤﻨﻬﺠﻴﺔ ﺍﻟﻤﻁﺒﻘﺔ ﻓﻲ ﺇﺠﺭﺍﺀ ﺍﻟﺩﺭﺍﺴﺔ ﺤﻴﺙ ﺘﺒﻴﻥ:‬ ‫ﺘﺼﻤﻴﻡ ﺍﻟﺩﺭﺍﺴﺔ، ﻤﺼﺎﺩﺭ ﺍﻟﺤﺼﻭل ﻋﻠﻰ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ، ﻤﺠﺘﻤﻊ ﺍﻟﺩﺭﺍﺴﺔ ﻭﻋﻴﻨﺘﻬﺎ، ﻤﺘﻐﻴﺭﺍﺕ‬ ‫ﺍﻟﺩﺭﺍﺴﺔ ﻭﻨﻤﻭﺫﺠﻬﺎ، ﻤﺭﺍﺤل ﺘﻁﻭﻴﺭ ﺍﻟﻘﻴﺎﺱ، ﺍﻷﺴﺎﻟﻴﺏ ﺍﻹﺤﺼﺎﺌﻴﺔ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ ﻓﻲ ﺇﻴﺠﺎﺩ‬ ‫ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺩﺭﺍﺴﺔ.‬

‫3 – 2 ﻣﻨﮭﺞ اﻟﺪراﺳﺔ‬
‫ﺘﻡ ﺍﺘﺒﺎﻉ ﺍﻟﻤﻨﻬﺞ ﺍﻟﻭﺼﻔﻲ ﺍﻟﺘﺤﻠﻴﻠﻲ ﻓﻲ ﻋﺭﺽ ﺍﻟﺒﻴﺎﻨﺎﺕ، ﻭﺘﺤﻠﻴل ﺍﻟﻨﺘﺎﺌﺞ ﺍﻟﺫﻱ ﺘﻬﺩﻑ‬ ‫ﺇﻟﻰ ﻤﻌﺭﻓﺔ ﻋﻼﻗﺔ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻭﺫﻟﻙ ﺒﺎﺴﺘﺨﺩﺍﻡ ﺍﻷﺴﻠﻭﺏ‬ ‫ﺍﻟﺘﻁﺒﻴﻘﻲ.‬

‫3– 3 ﻣﺼﺎدر اﻟﺤﺼﻮل ﻋﻠﻰ اﻟﺒﯿﺎﻧﺎت‬
‫ﻟﻘﺩ ﺘﻡ ﺠﻤﻊ ﺍﻟﺒﻴﺎﻨﺎﺕ ﺒﺎﺘﺒﺎﻉ ﺃﺴﺎﻟﻴﺏ ﻤﺨﺘﻠﻔﺔ، ﺤﻴﺙ:‬ ‫1. ﺘﻡ ﺘﺤﺩﻴﺩ ﺍﻹﻁﺎﺭ ﺍﻟﻨﻅﺭﻱ ﻟﻠﺩﺭﺍﺴﺔ ﺒﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺍﻟﻤﺭﺍﺠﻊ ﻭﺍﻟﺩﻭﺭﻴﺎﺕ ﻭﺍﻟﺘﻘﺎﺭﻴﺭ‬ ‫ﻭﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻟﺠﺎﻤﻌﻴﺔ ﺫﺍﺕ ﺍﻟﺼﻠﺔ ﺒﺎﻟﻤﻭﻀﻭﻉ.‬ ‫2. ﺍﻻﺴﺘﺒﺎﻨﺔ، ﻭﻫﻲ ﺃﺩﺍﺓ ﺍﻟﻘﻴﺎﺱ ﺍﻟﺭﺌﻴﺴﺔ ﻭﺍﻟﻤﻌﻭل ﻋﻠﻴﻬﺎ ﻓﻲ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻟﺠﻤﻊ ﺍﻟﺒﻴﺎﻨﺎﺕ‬ ‫ﻭﻗﺩ ﺼﻤﻤﺕ ﻟﺘﻐﻁﻲ ﺠﻤﻴﻊ ﻤﺘﻐﻴﺭﺍﺕ ﺍﻷﻨﻤﻭﺫﺝ، ﻀﻤﻥ ﻗﺴﻤﻴﻥ ﺭﺌﻴﺴﻴﻥ، ﻭﻋﻠﻰ ﺍﻟﻨﺤﻭ‬ ‫ﺍﻵﺘﻲ:‬ ‫)ﺃﻭ ﹰ( ﺸﻤل ﺍﻟﻘﺴﻡ ﺍﻷﻭل ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ، ﻤﺘﻀﻤﻨ ﹰ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ‬ ‫ﺎ‬ ‫ﻻ‬ ‫ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻲ، ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ )ﺍﻷﻋﻤﺎل( ﻭﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﺸﻐﻴﻠﻲ،‬

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‫87‬ ‫ﻭﺍﻟﻤﺘﻀﻤﻨﺔ ﺨﻤﺴﺔ ﻤﺤﺎﻭﺭ ﺭﺌﻴﺴﺔ ﻭﻫﻲ ﺍﻟﺭﺴﺎﻟﺔ، ﺍﻟﺴﻴﺎﺴﺎﺕ، ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ، ﻋﻤﻠﻴﺎﺕ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ.‬ ‫)ﺜﺎﻨﻴ ﹰ( ﺸﻤل ﺍﻟﻘﺴﻡ ﺍﻟﺜﺎﻨﻲ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻤﺘﻀﻤﻨ ﹰ ﺜﻼﺜﺔ ﻤﺤﺎﻭﺭ ﺭﺌﻴﺴﺔ ﺃﻴﻀ ﹰ ﻭﻫﻲ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﺍﻹﺒﺩﺍﻉ ﻭﺍﻻﺒﺘﻜﺎﺭ، ﺍﻟﺠﻭﺩﺓ، ﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ.‬

‫3– 4 ﻣﺠﺘﻤﻊ اﻟﺪراﺳﺔ وﻋﯿﻨﺘﮭﺎ‬
‫ﻴﺘﻜﻭﻥ ﻤﺠﺘﻤﻊ ﺍﻟﺩﺭﺍﺴﺔ ﻤﻥ ﺠﻤﻴﻊ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﺍﻟﻜﺒﺭﻯ ﻭﺍﻟﺘﻲ ﺘﺼﻨﻑ ﻓـﻲ‬ ‫ﺍﻟﺩﺭﺠﺔ ﺍﻷﻭﻟﻰ ﺒﺤﻴﺙ ﻴﻜﻭﻥ ﺭﺃﺱ ﻤﺎﻟﻬﺎ ﻻ ﻴﻘل ﻋﻥ ﻤﻠﻴﻭﻥ ﺩﻴﻨﺎﺭ )ﺤﺴﺏ ﺘﻌﻠﻴﻤﺎﺕ ﺘـﺼﻨﻴﻑ‬ ‫ﻨﻘﺎﺒﺔ ﻤﻘﺎﻭﻟﻲ ﺍﻹﻨﺸﺎﺀﺍﺕ ﺍﻷﺭﺩﻨﻴﻴﻥ،7002( ﻭﺍﻟﺒﺎﻟﻎ ﻋﺩﺩﻫﺎ )41( ﺸﺭﻜﺔ، ﻭﻟﻐﺎﻴـﺎﺕ ﺘﺤﻘﻴـﻕ‬ ‫ﺃﻫﺩﺍﻑ ﺍﻟﺩﺭﺍﺴﺔ ﻓﻘﺩ ﺘﻡ ﺍﺨﺘﻴﺎﺭ ﻋﻴﻨﺔ ﻗﺼﺩﻴﻪ ﻤﻜﻭﻨﺔ ﻤﻥ )6( ﺸﺭﻜﺎﺕ )ﺃﻱ ﺒﻨﺴﺒﺔ 24% ﻤـﻥ‬ ‫ﻤﺠﺘﻤﻊ ﺍﻟﺩﺭﺍﺴﺔ(، ﻜﻤﺎ ﻴﺒﻴﻥ ﺍﻟﺠﺩﻭل ﺭﻗﻡ)6(، ﻭﺘﻡ ﺘﻭﺯﻴﻊ )002( ﺍﺴﺘﺒﺎﻨﻪ ﻋﻠﻰ ﻋﻴﻨﺔ ﻤﺨﺘـﺎﺭﺓ‬ ‫ﻤﻥ ﺍﻟﻤﻬﻨﺩﺴﻴﻥ ﺍﻟﻤﻌﻤﺎﺭﻴﻴﻥ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ ﻫﺫﻩ ﺍﻟﺸﺭﻜﺎﺕ، ﻭﻗﺩ ﺘﻡ ﺍﺴـﺘﺭﺠﺎﻉ )271( ﺍﺴـﺘﺒﺎﻨﻪ،‬ ‫ﻭﻜﺎﻥ ﺼﺎﻟﺤ ﹰ ﻤﻨﻬﺎ )761( ﺍﺴﺘﺒﺎﻨﻪ ﻷﻏﺭﺍﺽ ﺍﻟﺘﺤﻠﻴل ﺍﻹﺤﺼﺎﺌﻲ ﻭﺫﻟﻙ ﻟﺠﻤﻊ ﺍﻟﺒﻴﺎﻨﺎﺕ ﺍﻷﻭﻟﻴﺔ‬ ‫ﺎ‬ ‫ﻤﻨﻬﺎ )ﺃﻱ ﺒﻨﺴﺒﺔ 5.38% ﻤﻥ ﺍﻟﻌﺩﺩ ﺍﻟﻜﻠﻲ ﻟﻼﺴﺘﺒﻴﺎﻨﺎﺕ(.‬

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‫97‬ ‫ﺠﺩﻭل )6( ﺃﺴﻤﺎﺀ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ ﻤﻥ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﺍﻷﺭﺩﻥ‬ ‫ﺍﻟﺠﻨﺴﻴﺔ‬ ‫ﺃﺭﺩﻨﻴﺔ‬ ‫ﺃﺭﺩﻨﻴﺔ‬ ‫ﺃﺭﺩﻨﻴﺔ‬ ‫ﺃﺭﺩﻨﻴﺔ‬ ‫ﺃﺭﺩﻨﻴﺔ‬ ‫ﺃﺭﺩﻨﻴﺔ‬ ‫ﺍﺴﻡ ﺍﻟﺸﺭﻜﺔ‬ ‫ﺩﺍﺭ ﺍﻟﻌﻤﺭﺍﻥ‬ ‫ﺴﺠﻤﺎ-ﻤﻬﻨﺩﺴﻭﻥ ﻤﺴﺘﺸﺎﺭﻭﻥ‬ ‫ﻓﺎﺭﺱ ﻓﺎﺭﺱ‬ ‫ﺁﺭﺒﺘﻙ ﺠﺭﺩﺍﻨﺔ‬ ‫ﺇﺘﺤﺎﺩ ﺍﻟﻤﺴﺘﺸﺎﺭﻴﻴﻥ ﻟﻠﻬﻨﺩﺴﺔ‬ ‫ﻭﺍﻟﺒﻴﺌﺔ‬ ‫ﺍﻟﻤﺴﺘﺸﺎﺭ ﻟﻠﻬﻨﺩﺴﺔ‬ ‫ﺍﻟﺘﺴﻠﺴل‬
‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬

‫3– 5 ﻣﺮاﺣﻞ ﺗﻄﻮﯾﺮ أداة اﻟﻘﯿﺎس‬
‫ﺒﻌﺩ ﺃﻥ ﺘﻡ ﺘﺤﺩﻴﺩ ﻤﺸﻜﻠﺔ ﺍﻟﺩﺭﺍﺴﺔ، ﻭﺃﺴﺌﻠﺘﻬﺎ ﻭﻓﺭﻀﻴﺎﺘﻬﺎ، ﻗﺎﻤﺕ ﺍﻟﺒﺎﺤﺜﺔ ﺒﺘﻁﻭﻴﺭ‬ ‫ﻭﺼﻴﺎﻏﺔ ﻓﻘﺭﺍﺕ ﺍﻻﺴﺘﺒﺎﻨﺔ ﺒﻤﺎ ﻴﻌﻜﺱ ﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺩﺭﺍﺴﺔ، ﻭﺍﺤﺘﻭﺕ ﺍﻻﺴﺘﺒﺎﻨﺔ ﻓﻲ ﺼﻭﺭﺘﻬﺎ‬ ‫ﺍﻟﻨﻬﺎﺌﻴﺔ ﻋﻠﻰ ﺍﻷﺠﺯﺍﺀ ﺍﻵﺘﻴﺔ:‬ ‫اﻟﻤﺘﻐﯿﺮ اﻟﻤ ﺴﺘﻘﻞ: ﻭﺍﻟﻤﺘﻤﺜل ﻓﻲ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ. ﻭﺍﻟﺫﻱ ﺘﻨﻘﺴﻡ ﺇﻟﻰ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ‬ ‫ﺍﻟﻤﺴﺘﻭﻯ ﺍﻻﺴﺘﺭﺘﻴﺠﻲ، ﻭﺍﻟﺘﻜﺘﻴﻜﻲ )ﺍﻷﻋﻤﺎل(، ﻭﺍﻟﺘﺸﻐﻴﻠﻲ.‬ ‫اﻟﻤﺘﻐﯿﺮ اﻟﺘﺎﺑﻊ: ﻭﺍﻟﻤﺘﻤﺜل ﺒﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻭﺍﻟﻤﻌﺒﺭ ﻋﻨﻬﺎ ﺒﺜﻼﺜﺔ ﻤﺤﺎﻭﺭ‬ ‫ﺭﺌﻴﺴﺔ.‬

‫إﺧﺘﯿﺎر ﻣﻘﯿﺎس اﻻﺳﺘﺒﺎﻧﺔ‬
‫ﻟﻘﺩ ﺘﻡ ﺍﺨﺘﻴﺎﺭ ﻤﻘﻴﺎﺱ ﻟﻴﻜﺭﺕ ‪ Likert‬ﺍﻟﺨﻤﺎﺴﻲ، ﻭﺍﻟﺴﺒﺏ ﻓﻲ ﺫﻟﻙ ﺃﻨﻪ ﻴﻌﺘﺒﺭ ﻤﻥ ﺃﻜﺜﺭ‬

‫3-5-1‬

‫ﺍﻟﻤﻘﺎﻴﻴﺱ ﺍﺴﺘﺨﺩﺍﻤ ﹰ ﻟﻘﻴﺎﺱ ﺍﻵﺭﺍﺀ ﻟﺴﻬﻭﻟﺔ ﻓﻬﻤﻪ ﻭﺘﻭﺍﺯﻥ ﺩﺭﺠﺎﺘﻪ، ﺤﻴﺙ ﻴﺸﻴﺭ ﺃﻓﺭﺍﺩ ﺍﻟﻌﻴﻨـﺔ‬ ‫ﺎ‬

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‫08‬ ‫ﺍﻟﺨﺎﻀﻌﺔ ﻟﻼﺨﺘﺒﺎﺭ ﻋﻠﻰ ﻤﺩﻯ ﻤﻭﺍﻓﻘﺘﻬﻡ ﻋﻠﻰ ﻜل ﻋﺒﺎﺭﺓ ﻤﻥ ﺍﻟﻌﺒﺎﺭﺍﺕ ﺍﻟﺘـﻲ ﻴﺘﻜـﻭﻥ ﻤﻨﻬـﺎ‬ ‫ﻤﻘﻴﺎﺱ ﺍﻻﺘﺠﺎﻩ ﺍﻟﻤﻘﺘﺭﺡ، ﻭﻗﺩ ﺘﺭﺠﻤﺕ ﺍﻻﺴﺘﺠﺎﺒﺎﺕ ﻋﻠﻰ ﺍﻟﻨﺤﻭ ﺍﻟﺘﺎﻟﻲ:‬ ‫ﺍ‬ ‫ﻤﻨﺨﻔﻀﺔ ﺠﺩ ﹰ‬ ‫)1( ﺩﺭﺠﺔ‬ ‫ﻤﻨﺨﻔﻀﺔ‬ ‫)2( ﺩﺭﺠﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫)3( ﺩﺭﺠﺎﺕ‬ ‫ﻋﺎﻟﻴﺔ‬ ‫)4( ﺩﺭﺠﺎﺕ‬ ‫ﺍ‬ ‫ﻋﺎﻟﻴﺔ ﺠﺩﹰ‬ ‫)5( ﺩﺭﺠﺎﺕ‬

‫ﻭﻟﺘﺤﺩﻴﺩ ﺩﺭﺠﺔ ﺍﻟﻤﻭﺍﻓﻘﺔ ﺤﺩﺩﺕ ﺜﻼﺜﺔ ﻤﺴﺘﻭﻴﺎﺕ ﻫﻲ )ﻤﺭﺘﻔﻌﺔ، ﻤﺘﻭﺴﻁﺔ، ﻭﻤﻨﺨﻔﻀﺔ(‬
‫ﺒﻨﺎﺀ ﻋﻠﻰ ﺍﻟﻤﻌﺎﺩﻟﺔ ﺍﻵﺘﻴﺔ:)2002,‪(Sekaran‬‬

‫ﻭﺒﺫﻟﻙ ﺘﻜﻭﻥ ﺍﻟﺩﺭﺠﺔ ﺍﻟﻤﻨﺨﻔﻀﺔ ﻤﻥ 1 – ﺃﻗل ﻤﻥ 33.2‬ ‫ﻭﺍﻟﺩﺭﺠﺔ ﺍﻟﻤﺘﻭﺴﻁﺔ ﻤﻥ 33.2 – 66.3‬

‫ﻭﺍﻟﺩﺭﺠﺔ ﺍﻟﻤﺭﺘﻔﻌﺔ ﻤﻥ 76.3 ﻓﺄﻜﺜﺭ‬

‫اﻻﺧﺘﺒﺎرات اﻟﺨﺎﺻﺔ ﺑﺄداة اﻟﻘﯿﺎس )اﻻﺳﺘﺒﺎﻧﺔ(‬

‫3-5-2‬

‫ﺼﺩﻕ ﺍﻟﻤﺤﺘﻭﻯ )‪:(Content Validity‬‬ ‫ﻓﻘﺩ ﺘﻁﻠﺏ ﺍﻟﺘﺤﻘﻕ ﻤﻥ ﺼﺩﻕ ﺍﻟﻤﺤﺘﻭﻯ ﻟﻸﺩﺍﺓ ﺍﻻﺴﺘﻌﺎﻨﺔ ﺒﻨﺨﺒﺔ ﻤﻨﺘﻘﺎﺓ ﻤﻥ ﺍﻟﻤﺤﻜﻤﻴﻥ‬ ‫ﻤﻥ ﺃﻋﻀﺎﺀ ﺍﻟﻬﻴﺌﺔ ﺍﻟﺘﺩﺭﻴﺴﻴﺔ ﺍﻟﻤﻨﺘﻤﻴﻥ ﺇﻟﻰ ﻋﻠﻭﻡ ﺍﻹﺩﺍﺭﺓ، ﻭﺍﻹﺤﺼﺎﺀ ﻭﺍﻟﻘﻴﺎﺱ ﻭﺍﻟﺘﻘﻭﻴﻡ ﺒﻘﺼﺩ‬ ‫ﺍﻹﻓﺎﺩﺓ ﻤﻥ ﺨﺯﻴﻨﻬﻡ ﺍﻟﻤﻌﺭﻓﻲ ﻭﻤﻨﺤﻨﻰ ﺍﻟﺨﺒﺭﺓ ﺍﻟﺫﻱ ﺃﻜﺴﺒﻬﻡ ﺴﻤﻌﺔ ﺍﻷﻟﻤﻌﻴﺔ ﻓﻲ‬ ‫ﺍﺨﺘﺼﺎﺼﺎﺘﻬﻡ، ﻤﻤﺎ ﺠﻌل ﺍﻷﺩﺍﺓ ﺃﻜﺜﺭ ﺩﻗﺔ ﻭﻤﻭﻀﻭﻋﻴﺔ ﻓﻲ ﺍﻟﻘﻴﺎﺱ.‬

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‫18‬ ‫ﻭﻗﺩ ﺒﻠﻎ ﻋﺩﺩ ﺍﻟﻤﺤﻜﻤﻴﻥ: ﺃﺭﺒﻌﺔ ﻤﺤﻜﻤﻴﻥ، )ﺃﻨﻅﺭ ﺍﻟﻤﻠﺤﻕ 1(.‬ ‫ﻭﻨﺘﻴﺠﺔ ﻷﺭﺍﺀ ﺍﻟﻤﺤﻜﻤﻴﻥ ﻓﻘﺩ ﺍﺴﺘﻘﺭ ﺍﻟﺭﺃﻱ ﻋﻠﻰ ﺍﻷﺩﺍﺓ ﺒﻌﺩ ﺇﺠﺭﺍﺀ ﺘﻌﺩﻴل ﻓﻲ ﻓﻘﺭﺍﺘﻬﺎ،‬ ‫ﺇﻀﺎﻓﺔ ﻭﺤﺫﻓ ﹰ، ﺸﻁﺭﹰ ﻭﺠﻤﻌ ﹰ، ﺘﺜﺒﻴﺘ ﹰ ﻭﺇﻋﺎﺩﺓ ﺼﻴﺎﻏﺔ ﻭﺼﺤﺤﺕ ﺍﻷﺩﺍﺓ ﻗﺒل ﺇﺠﺘﻴﺎﺯﻫﺎ ﺍﻟﺘﺤﻜﻴﻡ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﺍ‬ ‫ﺎ‬ ‫ﻟﻐﻭﻴ ﹰ ﻭﺒﻌﺩﻫﺎ، ﻭﻗﺩ ﺘﻡ ﺍﻟﺘﻭﺼل ﺇﻟﻰ ﺇﻋﺘﻤﺎﺩ ﻓﻘﺭﺍﺕ ﺍﻻﺴﺘﺒﺎﻨﺔ )ﺃﻨﻅﺭ ﺍﻟﻤﻠﺤﻕ 2(.‬ ‫ﺎ‬ ‫ﺘﻜﻭﻨﺕ ﺃﺩﺍﺓ ﺍﻟﺩﺭﺍﺴﺔ ﺒﺼﻭﺭﺘﻬﺎ ﺍﻟﻨﻬﺎﺌﻴﺔ ﻭﺍﻟﻤﻭﺠﻬﺔ ﻟﻠﻤﻬﻨﺩﺴﻴﻥ ﺍﻟﻤﻌﻤﺎﺭﻴﻴﻥ ﻓﻲ‬ ‫ﺍﻟﺸﺭﻜﺎﺕ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ ﻤﻥ )46( ﻓﻘﺭﺓ ﻤﻭﺯﻋﺔ، ﻜﺎﻟﺘﺎﻟﻲ:‬

‫1. إدارة اﻟﺘﺼﻤﯿﻢ )ﻓﻲ اﻟﻤﺴﺘﻮى اﻻﺳﺘﺮاﺗﯿﺠﻲ(، ﻭﺘﻀﻡ ﺍﻟﻤﺤﻭﺭ ﺍﻷﻭل ﻭﺍﻟﺜﺎﻨﻲ.‬ ‫2. إدارة اﻟﺘﺼﻤﯿﻢ )ﻓﻲ اﻟﻤﺴﺘﻮى اﻟﺘﻜﺘﯿﻜﻲ- اﻷﻋﻤﺎل(، ﻭﺘﻀﻡ ﺍﻟﻤﺤﻭﺭ ﺍﻟﺜﺎﻟﺙ ﻭﺍﻟﺭﺍﺒﻊ.‬ ‫3. إدارة اﻟﺘﺼﻤﯿﻢ )ﻓﻲ اﻟﻤﺴﺘﻮى اﻟﺘﺸﻐﯿﻠﻲ(، ﻭﺘﻀﻡ ﺍﻟﻤﺤﻭﺭ ﺍﻟﺨﺎﻤﺱ.‬ ‫4. اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ، ﻭﺘﻀﻡ ﺍﻟﻤﺤﻭﺭ ﺍﻟﺴﺎﺩﺱ ﻭﺍﻟﺴﺎﺒﻊ ﻭﺍﻟﺜﺎﻤﻥ.‬

‫ﺛﺒﺎت اﻷداة:‬
‫ﻟﻠﺤﺼﻭل ﻋﻠﻰ ﺃﺩﺍﺓ ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﺠﻤﻊ ﻤﻌﻠﻭﻤﺎﺕ ﺩﻗﻴﻘﺔ ﻻﺒﺩ ﺃﻥ ﺘﻜﻭﻥ ﺘﻠﻙ ﺍﻷﺩﺍﺓ ﻗﺎﺩﺭﺓ‬ ‫ﻋﻠﻰ ﺇﻋﻁﺎﺀ ﺇﺠﺎﺒﺎﺕ ﺜﺎﺒﺘﺔ ﻨﺴﺒﻴ ﹰ، ﻭﻴﻌﺩ ﺍﻟﺜﺒﺎﺕ ﻤﻥ ﻤﺘﻁﻠﺒﺎﺕ ﺃﺩﺍﺓ ﺍﻟﺩﺭﺍﺴﺔ. ﻟﺫﻟﻙ ﻗﺎﻤﺕ ﺍﻟﺒﺎﺤﺜﺔ‬ ‫ﺎ‬ ‫ﺒﺘﻁﺒﻴﻕ ﺍﻷﺩﺍﺓ ﻋﻠﻰ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺜﺒﺎﺕ ﻭﺍﻟﻤﻜﻭﻨﺔ ﻤﻥ )03( ﻤﻬﻨﺩﺴﺎ ﻤﻌﻤﺎﺭﻴﹰ ﻤﻥ ﺨﺎﺭﺝ ﺃﻓﺭﺍﺩ‬ ‫ﺎ‬
‫ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ ﻤﺭﺘﻴﻥ، ﻭﺘﻡ ﺍﻟﺘﺤﻘﻕ ﻤﻥ ﺍﻟﺜﺒﺎﺕ ﺒﺘﻁﺒﻴﻕ ﻤﻌﺎﺩﻟﺔ ﻜﺭﻭﻨﺒﺎﺥ ﺃﻟﻔﺎ ) ‪Cronbach‬‬

‫‪ .(Alpha‬ﺤﻴﺙ ﺃﻥ ﺃﺴﻠﻭﺏ ﻜﺭﻭﻨﺒﺎﺥ ﺃﻟﻔﺎ ﻴﻌﺘﻤﺩ ﻋﻠﻰ ﺍﺘﺴﺎﻕ ﺃﺩﺍﺀ ﺍﻟﻔﺭﺩ ﻤﻥ ﻓﻘﺭﺓ ﺇﻟﻰ ﺃﺨﺭﻯ،‬ ‫ﻭﻫﻭ ﻴﺸﻴﺭ ﺇﻟﻰ ﻗﻭﺓ ﺍﻻﺭﺘﺒﺎﻁ ﻭﺍﻟﺘﻤﺎﺴﻙ ﺒﻴﻥ ﻓﻘﺭﺍﺕ ﺍﻟﻤﻘﻴﺎﺱ، ﺇﻀﺎﻓﺔ ﻟﺫﻟﻙ ﻓﺈﻥ ﻤﻌﺎﻤل‬ ‫)‪ (Alpha‬ﻴﺯﻭﺩ ﺒﺘﻘﺩﻴﺭ ﺠﻴﺩ ﻟﻠﺜﺒﺎﺕ. ﻭﻟﻠﺘﺤﻘﻕ ﻤﻥ ﺜﺒﺎﺕ ﺃﺩﺍﺓ ﺍﻟﺩﺭﺍﺴﺔ ﺒﻬﺫﻩ ﺍﻟﻁﺭﻴﻘﺔ، ﻁﺒﻘﺕ‬ ‫ﻤﻌﺎﺩﻟﺔ )‪(Cronbach Alpha‬ﻋﻠﻰ ﺩﺭﺠﺎﺕ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺜﺒﺎﺕ. ﻭﻋﻠﻰ ﺍﻟﺭﻏﻡ ﻤﻥ ﻋﺩﻡ ﻭﺠﻭﺩ‬

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‫28‬
‫ﻗﻭﺍﻋﺩ ﻗﻴﺎﺴﻴﺔ ﺒﺨﺼﻭﺹ ﺍﻟﻘﻴﻡ ﺍﻟﻤﻨﺎﺴﺒﺔ )‪ (Alpha‬ﻟﻜﻥ ﻤﻥ ﺍﻟﻨﺎﺤﻴﺔ ﺍﻟﺘﻁﺒﻴﻘﻴﺔ ﻴﻌﺩ ) > ‪Alpha‬‬

‫06.0( ﻤﻌﻘﻭﻻ ﻓﻲ ﺍﻟﺒﺤﻭﺙ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺎﻹﺩﺍﺭﺓ ﻭﺍﻟﻌﻠﻭﻡ ﺍﻹﻨﺴﺎﻨﻴﺔ )2002,‪ .(Sekaran‬ﺍﻨﻅﺭ‬ ‫ﺍﻟﺠﺩﻭل )7(.‬ ‫ﺠﺩﻭل )7( ﻤﻌﺎﻤل ﺜﺒﺎﺕ ﺍﻻﺘﺴﺎﻕ ﺍﻟﺩﺍﺨﻠﻲ ﻷﺒﻌﺎﺩ ﺍﻻﺴﺘﺒﺎﻨﺔ )ﻜﺭﻭﻨﺒﺎﺥ ﺃﻟﻔﺎ(‬
‫ﻗﯿﻤﺔ )أﻟﻔﺎ( ‪α‬‬
‫68.0‬ ‫68.0‬ ‫78.0‬ ‫09.0‬ ‫29.0‬ ‫19.0‬ ‫49.0‬ ‫78.0‬ ‫29.0‬ ‫69.0‬

‫اﻟﻤﺤﻮر‬
‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ.ﺍﻟﻨﻬﺎﺌﻲ‬ ‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻻﺒﺘﻜﺎﺭ.ﻭﺍﻹﺒﺩﺍﻉ‬ ‫ﺍﻟﺠﻭﺩﺓ‬ ‫ﺠﻤﺎﻟﻴﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

‫ﻭﺘﺩل ﻤﻌﺎﻤﻼﺕ ﺍﻟﺜﺒﺎﺕ ﻫﺫﻩ ﻋﻠﻰ ﺘﻤﺘﻊ ﺍﻷﺩﺍﺓ ﺒﺼﻭﺭﺓ ﻋﺎﻤﺔ ﺒﻤﻌﺎﻤل ﺜﺒﺎﺕ ﻋﺎﻟﻲ ﻴﺩل‬ ‫ﻋﻠﻰ ﻗﺩﺭﺓ ﺍﻷﺩﺍﺓ ﻋﻠﻰ ﺘﺤﻘﻴﻕ ﺃﻏﺭﺍﺽ ﺍﻟﺩﺭﺍﺴﺔ )2002,‪.(Sekaran‬‬

‫إﺟﺮاءات ﺗﻮزﯾﻊ اﻻﺳﺘﺒﺎﻧﺔ‬
‫ﺒﻌﺩ ﺇﻜﻤﺎل ﺍﻻﺴﺘﺒﺎﻨﺔ ﻭﺍﻟﺘﺄﻜﺩ ﻤﻥ ﺼﺩﻗﻬﺎ ﻭﺜﺒﺎﺘﻬﺎ، ﺘﻡ ﺘﻭﺯﻴﻌﻬﺎ ﻋﻠـﻰ ﺃﻓـﺭﺍﺩ ﻋﻴﻨـﺔ‬

‫3-5-3‬

‫ﺍﻟﺩﺭﺍﺴﺔ. ﻭﺃﻥ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺍﻟﺘﻲ ﻴﺘﻡ ﺠﻤﻌﻬﺎ ﻤﻥ ﺃﻓﺭﺍﺩ ﺍﻟﻌﻴﻨﺔ ﻓﻘﺩ ﺘﻡ ﻤﻌﺎﻤﻠﺘﻬﺎ ﺒﺴﺭﻴﺔ ﺘﺎﻤﺔ ﻭﻫﻲ‬ ‫ﻟﻐﺎﻴﺎﺕ ﺍﻟﺒﺤﺙ ﺍﻟﻌﻠﻤﻲ ﻓﻘﻁ. ﻭﺃﺴﺘﺨﺩﻤﺕ ﺍﻟﺒﺎﺤﺜﺔ ﺃﺴﻠﻭﺏ ﺍﻻﺘـﺼﺎل ﺍﻟﻤﺒﺎﺸـﺭ ﺒﺘـﺴﻠﻴﻡ ﻜـل‬

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‫38‬ ‫ﻤﺴﺘﺠﻴﺏ ﻨﺴﺨﺔ، ﻭﺒﻌﺩ ﺃﺴﺒﻭﻋﻴﻥ ﻤﻥ ﺘﺎﺭﻴﺦ ﺍﻟﺘﻭﺯﻴﻊ ﺘﻡ ﺠﻤﻌﻬﺎ ﺒﺎﻟﻁﺭﻴﻘﺔ ﻨﻔﺴﻬﺎ، ﺜـﻡ ﻗﺎﻤـﺕ‬ ‫ﺍﻟﺒﺎﺤﺜﺔ ﺒﺘﺤﻠﻴل ﺍﻟﺒﻴﺎﻨﺎﺕ ﻋﻥ ﻁﺭﻴﻕ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻟﺤﺎﺴﻭﺏ ‪.SPSS‬‬

‫3– 6 اﻷﺳﺎﻟﯿﺐ اﻹﺣﺼﺎﺋﯿﺔ اﻟﻤﺴﺘﺨﺪﻣﺔ‬
‫ﻟﻺﺠﺎﺒﺔ ﻋﻥ ﺃﺴﺌﻠﺔ ﺍﻟﺩﺭﺍﺴﺔ ﻭﺍﺨﺘﺒﺎﺭ ﻓﺭﻀﻴﺎﺘﻬﺎ ﻗﺎﻤﺕ ﺍﻟﺒﺎﺤﺜـﺔ ﺒﺎﺴـﺘﺨﺩﺍﻡ ﺍﻷﺴـﺎﻟﻴﺏ‬ ‫ﺍﻹﺤﺼﺎﺌﻴﺔ ﺍﻟﻤﻨﺎﺴﺒﺔ ﻭﺍﻟﺘﻲ ﺘﺘﺄﻟﻑ ﻤﻤﺎ ﻴﻠﻲ:‬ ‫§ ﻤﻌﺎﺩﻟﺔ ﻜﺭﻭﻨﺒﺎﺥ ﺃﻟﻔﺎ )‪ (Cronbach Alpha‬ﻟﻠﺘﺤﻘﻕ ﻤﻥ ﺜﺒﺎﺕ ﺃﺩﺍﺓ ﺍﻟﺩﺭﺍﺴﺔ.‬ ‫§ ﺍﻟﻤﺘﻭﺴﻁﺎﺕ ﺍﻟﺤﺴﺎﺒﻴﺔ ﻟﺘﺤﺩﻴﺩ ﻤﻌﺩل ﺍﺴﺘﺠﺎﺒﺔ ﺃﻓﺭﺍﺩ ﺍﻟﻌﻴﻨﺔ ﻟﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺩﺭﺍﺴﺔ.‬ ‫§ ﺍﻻﻨﺤﺭﺍﻓﺎﺕ ﺍﻟﻤﻌﻴﺎﺭﻴﺔ ﻟﻘﻴﺎﺱ ﺩﺭﺠﺔ ﺍﻟﺘﺸﺘﺕ ﺍﻟﻤﻁﻠﻕ ﻟﻘﻴﻡ ﺍﻹﺠﺎﺒﺎﺕ ﻋﻥ ﻭﺴﻁﻬﺎ‬ ‫ﺍﻟﺤﺴﺎﺒﻲ.‬ ‫§ ﺘﺤﻠﻴل ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﺒﺴﻴﻁ ﻭﺍﻟﻤﺘﻌﺩﺩ ﻭﺫﻟﻙ ﻟﻘﻴﺎﺱ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺍﻟﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﻤﺴﺘﻘﻠﺔ ﻭﺍﻟﺘﺎﺒﻌﺔ.‬

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‫48‬

‫اﻟﻔـﺼﻞ اﻟﺮاﺑﻊ‬ ‫ﻣﻨﺎﻗﺸﺔ ﻧﺘﺎﺋﺞ اﻟﺘﺤﻠﯿﻞ اﻹﺣﺼﺎﺋﻲ واﺧﺘﺒﺎر اﻟﻔﺮﺿﯿﺎت‬
‫4-1 اﻟﻤﻘﺪﻣﺔ‬ ‫4-2 ﻋﺮض ﺑﯿﺎﻧﺎت ﻋﯿﻨﺔ اﻟﺪراﺳﺔ‬ ‫4-3 اﺧﺘﺒﺎر ﻓﺮﺿﯿﺎت اﻟﺪراﺳﺔ‬

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‫58‬

‫4-1 اﻟﻤﻘﺪﻣﺔ‬
‫ﻴﻬﺩﻑ ﻫﺫﺍ ﺍﻟﻔﺼل ﺒﺸﻜل ﺭﺌﻴﺱ ﺇﻟﻰ ﻋﺭﺽ ﻨﺘﺎﺌﺞ ﺍﻟﺘﺤﻠﻴل ﺍﻹﺤﺼﺎﺌﻲ ﺍﻟﺘﻲ ﺘﻡ‬ ‫ﺍﻟﺘﻭﺼل ﺇﻟﻴﻬﺎ ﻤﻥ ﺨﻼل ﺍﺴﺘﺨﺩﺍﻡ ﺒﺭﻨﺎﻤﺞ ﺍﻟﺤﺯﻡ ﺍﻹﺤﺼﺎﺌﻴﺔ ﻟﻠﻌﻠﻭﻡ ﺍﻻﺠﺘﻤﺎﻋﻴﺔ ‪ ،SPSS‬ﺤﻴﺙ‬ ‫ﺘﻡ ﺍﺨﺘﺒﺎﺭ ﺍﻟﻔﺭﻀﻴﺎﺕ.‬

‫4-2 ﻋﺮض ﺑﯿﺎﻧﺎت ﻋﯿﻨﺔ اﻟﺪراﺳﺔ‬
‫ﻴﺘﻁﺭﻕ ﻫﺫﺍ ﺍﻟﺠﺯﺀ ﺇﻟﻰ ﺨﺼﺎﺌﺹ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ ﻤﻥ ﺤﻴﺙ ﺍﻟﻌﻤﺭ، ﻭﺍﻟﻤﺅﻫل ﺍﻟﻌﻠﻤﻲ،‬ ‫ﻭﻤﺩﺓ ﺍﻟﺨﺒﺭﺓ ﻓﻲ ﺍﻟﻤﺅﺴﺴﺔ، ﻭﻋﺩﺩ ﺍﻟﻤﺅﺴﺴﺎﺕ ﺍﻟﺘﻲ ﻋﻤل ﺒﻬﺎ ﺴﺎﺒﻘ ﹰ، ﻭﻤﺩﺓ ﺍﻟﺨﺒﺭﺓ ﻓﻲ‬ ‫ﺎ‬ ‫ﺍﻟﻤﺅﺴﺴﺎﺕ ﺍﻷﺨﺭﻯ، ﻭﺍﻟﻤﺴﻤﻰ ﺍﻟﻭﻅﻴﻔﻲ. ﻭﻴﻅﻬﺭ ﺍﻟﺠﺩﻭل )8( ﺘﻠﻙ ﺍﻟﺨﺼﺎﺌﺹ، ﻭﺍﻟﺫﻱ ﻴﺒﻴﻥ‬
‫ﺃﻥ ﻓﺌﺔ ﺍﻟﻌﻤﺭ ﺒﺘﻜﺭﺍﺭ ﻨﺴﺒﺘﻪ )1,07%( ﻜﺄﻜﺜﺭ ﺘﻜﺭﺍﺭ ﻤﻥ ﺃﻓﺭﺍﺩ ﺍﻟﻌﻴﻨﺔ ﻫﻡ ﺒﺄﻋﻤﺎﺭ ﺃﻗل ﻤﻥ 03‬

‫ﺎ‬ ‫ﺴﻨﺔ ﻭﻴﺩل ﺫﻟﻙ ﻋﻠﻰ ﺃﻥ ﺍﻟﻔﺌﺔ ﺍﻟﺸﺒﺎﺒﻴﺔ ﻫﻲ ﺍﻟﺘﻲ ﺘﺄﺨﺫ ﻤﺠﺎل ﺍﻟﺘﺼﻤﻴﻡ ﻭﺫﻟﻙ ﻀﻤﺎﻨ ﹰ ﻭﺤﻔﺎﻅﹰ‬ ‫ﺎ‬ ‫ﻋﻠﻰ ﺍﻟﻨﻅﺭﺓ ﺍﻟﺤﺩﻴﺜﺔ ﻓﻲ ﺘﻁﻭﺭ ﺍﻟﺘﺼﻤﻴﻡ. ﻭﺇﻥ ﺍﻟﻐﺎﻟﺒﻴﺔ ﺍﻟﺴﺎﺤﻘﺔ ﺒﻨﺴﺒﻪ )8,29%( ﻤﻥ ﺃﻓﺭﺍﺩ‬ ‫ﺍﻟﻌﻴﻨﺔ ﺍﻟﻤﺅﻫل ﺍﻟﻌﻠﻤﻲ ﻟﺩﻴﻬﺎ ﻤﻥ ﺤﻤﻠﺔ ﺍﻟﺒﻜﺎﻟﻭﺭﻴﻭﺱ ﻭﺫﻟﻙ ﻷﻥ ﻤﺘﻁﻠﺒﺎﺕ ﺍﻟﻌﻤل ﺘﻌﺘﻤﺩ ﺒﺸﻜل‬ ‫ﺃﻜﺒﺭ ﻋﻠﻰ ﺍﻟﺸﻬﺎﺩﺍﺕ ﺍﻟﻤﻬﻨﻴﺔ ﻭﺍﻟﺩﻭﺭﺍﺕ ﻓﻲ ﺒﺭﺍﻤﺞ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺤﺩﻴﺜﺔ ﺍﻟﺘﻲ ﺘﻌﻤل ﻋﻠﻰ ﺯﻴﺎﺩﺓ‬ ‫ﻜﻔﺎﺀﺓ ﺍﻟﻤﻬﻨﺩﺱ ﻓﻲ ﺍﻟﺘﺼﻤﻴﻡ ﻤﻥ ﺍﻟﺸﻬﺎﺩﺍﺕ ﺍﻻﻜﺎﺩﻴﻤﻴﺔ. ﻭﺃﻥ ﺍﻟﻐﺎﻟﺒﻴﺔ ﺍﻟﻌﻅﻤﻰ ﻤﻥ ﺃﻓﺭﺍﺩ ﺍﻟﻌﻴﻨﺔ‬ ‫ﺒﻨﺴﺒﺔ )6,28%( ﺨﺒﺭﺘﻬﻡ ﺃﻗل ﻤﻥ 5 ﺴﻨﻭﺍﺕ، ﻓﻼ ﻴﺘﻭﻗﻊ ﺃﻥ ﻴﻜﻭﻥ ﻟﺩﻴﻬﻡ ﺨﺒﺭﺓ ﻓﻲ ﻤﺅﺴﺴﺎﺕ‬ ‫ﺃﺨﺭﻯ. ﻭﺇﻥ ﺍﻟﻐﺎﻟﺒﻴﺔ ﺍﻟﺴﺎﺤﻘﺔ ﻤﻥ ﺃﻓﺭﺍﺩ ﺍﻟﻌﻴﻨﺔ ﺒﻨﺴﺒﺔ )0,58%( ﻫﻡ ﻤﻬﻨﺩﺴﻭﻥ ﺍﻟﻤﺼﻤﻤﻴﻥ،‬ ‫ﻭﺫﻟﻙ ﻷﻫﻤﻴﺔ ﻭﺠﻭﺩ ﺍﻟﻌﺩﺩ ﺍﻟﻜﺒﻴﺭ ﻤﻥ ﺍﻟﻤﻬﻨﺩﺴﻴﻥ ﻓﻲ ﻗﺴﻡ ﺍﻟﺘﺼﻤﻴﻡ ﻟﺤﺎﺠﺘﻪ ﺇﻟﻰ ﻤﻬﺎﺭﺍﺕ‬ ‫ﻋﺩﻴﺩﺓ ﻭﻤﺘﻨﻭﻋﺔ ﻓﻲ ﻋﻤل ﺘﺼﻤﻴﻡ ﺍﻟﻤﺸﺎﺭﻴﻊ.‬

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‫68‬ ‫ﺠﺩﻭل )8(: ﻭﺼﻑ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ‬ ‫اﻟﻨﺴﺒﺔ اﻟﻤﺌﻮﯾﺔ‬
‫)%(‬ ‫1.07‬ ‫0.51‬ ‫2.01‬ ‫8.4‬ ‫8.29‬ ‫0.3‬ ‫2.4‬ ‫0‬ ‫6.28‬ ‫2.01‬ ‫8.4‬ ‫4.2‬ ‫7.94‬ ‫0.12‬ ‫8.22‬ ‫6.6‬ ‫2.38‬ ‫2.7‬ ‫2.1‬ ‫4.8‬ ‫2.1‬ ‫2.7‬ ‫6.6‬ ‫0.58‬

‫اﻟﺘﻜﺮار‬
‫711‬ ‫52‬ ‫71‬ ‫8‬ ‫551‬ ‫5‬ ‫7‬ ‫0‬ ‫831‬ ‫71‬ ‫8‬ ‫4‬ ‫38‬ ‫53‬ ‫83‬ ‫11‬ ‫931‬ ‫21‬ ‫2‬ ‫41‬ ‫2‬ ‫21‬ ‫11‬ ‫241‬

‫اﻟﻔﺌﺔ‬
‫ﺃﻗل ﻤﻥ 03 ﺴﻨﺔ‬ ‫ﻤﻥ 03 – 93 ﺴﻨﺔ‬ ‫ﻤﻥ 04 – 94 ﺴﻨﺔ‬ ‫ﻤﻥ 05 ﻓﺄﻜﺜﺭ‬ ‫ﺒﻜﺎﻟﻭﺭﻴﻭﺱ‬ ‫ﺩﺒﻠﻭﻡ ﻋﺎﻟﻲ‬ ‫ﻤﺎﺠﺴﺘﻴﺭ‬ ‫ﺩﻜﺘﻭﺭﺍﻩ‬ ‫5 ﺴﻨﻭﺍﺕ ﻓﻤﺎ ﺩﻭﻥ‬ ‫6 – 01 ﺴﻨﻭﺍﺕ‬ ‫11-51 ﺴﻨﺔ‬ ‫61 ﺴﻨﺔ ﻓﺄﻜﺜﺭ‬ ‫0-ﻭﺍﺤﺩﺓ‬ ‫ﺍﺜﻨﺘﺎﻥ‬ ‫ﺜﻼﺙ‬ ‫ﺍﺭﺒﻊ ﻓﺄﻜﺜﺭ‬ ‫5 ﺴﻨﻭﺍﺕ ﻓﻤﺎ ﺩﻭﻥ‬ ‫6 – 01 ﺴﻨﻭﺍﺕ‬ ‫11-51 ﺴﻨﺔ‬ ‫61 ﺴﻨﺔ ﻓﺄﻜﺜﺭ‬ ‫ﻤﺩﻴﺭ ﻋﺎﻡ/ ﻤﺩﻴﺭ ﺘﻨﻔﻴﺫﻱ‬ ‫ﻤﺩﻴﺭ ﻤﺸﺭﻭﻉ‬ ‫ﺭﺌﻴﺱ ﻗﺴﻡ‬ ‫ﻤﻬﻨﺩﺱ/ ﻤﺼﻤﻡ‬

‫اﻟﻤﺘﻐﯿﺮ‬

‫اﻟﺮﻗﻢ‬

‫اﻟﻌﻤﺮ‬

‫1‬

‫اﻟﻤﺆھﻞ اﻟﻌﻠﻤﻲ‬

‫2‬

‫ﻣﺪة اﻟﺨﺒﺮة ﻓﻲ‬ ‫اﻟﻤﺆﺳﺴﺔ اﻟﺤﺎﻟﯿﺔ‬

‫3‬

‫ﻋﺪد اﻟﻤﺆﺳﺴﺎت‬ ‫اﻟﺘﻲ ﻋﻤﻠﺖ ﺑﮭﺎ‬ ‫ﺎ‬ ‫ﺳﺎﺑﻘً‬ ‫ﻣﺪة اﻟﺨﺒﺮة ﻓﻲ‬ ‫اﻟﻤﺆﺳﺴﺎت‬ ‫اﻻﺧﺮى‬

‫4‬

‫5‬

‫اﻟﻤﺴﻤﻰ اﻟﻮﻇﯿﻔﻲ‬

‫6‬

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‫78‬ ‫ﻭﻟﻠﺘﻌﺭﻑ ﻋﻠﻰ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ ﻭﺘﺤﻘﻴﻕ‬ ‫ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺍﺴﺘﻌﺎﻨﺕ ﺍﻟﺒﺎﺤﺜﺔ ﺒﻜل ﻤﻥ ﺍﻟﻤﺘﻭﺴﻁﺎﺕ ﺍﻟﺤﺴﺎﺒﻴﺔ ﻭﺍﻻﻨﺤﺭﺍﻓﺎﺕ‬ ‫ﺍﻟﻤﻌﻴﺎﺭﻴﺔ، ﻭﺩﺭﺠﺔ ﺃﻫﻤﻴﺔ ﺍﻟﻔﻘﺭﺓ ﻭﻤﺴﺘﻭﻯ ﺍﻟﻤﻭﺍﻓﻘﺔ.‬ ‫ﺒﻤﻁﺎﻟﻌﺔ ﺒﻴﺎﻨﺎﺕ ﺍﻟﺠﺩﻭل )9( ﻴﺘﻀﺢ ﻤﺎ ﻴﻠﻲ:‬ ‫ﺃﻥ ﻤﺠﻤل ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﻭﻫﻭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻲ: ﻤﻔﻬﻭﻡ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ ، ﻓﻘﺩ ﺘﺒﻴﻥ ﺃﻥ ﺒﻌﺩ ﻤﻔﻬﻭﻡ ﺍﻟﺭﺴﺎﻟﺔ ﻗﺩ ﺤﻘﻕ ﻭﺴﻁ ﹰ ﺤﺴﺎﺒﻴ ﹰ ﻋﺎﻤ ﹰ ﺒﻠﻎ )07.3(‬ ‫ﺎ ﺎ‬ ‫ﺎ‬ ‫ﻭﺒﺎﻨﺤﺭﺍﻑ ﻤﻌﻴﺎﺭﻱ ﻋﺎﻡ ﺒﻠﻎ )66.0(.‬ ‫ﺩﺭﺠﺔ ﺍﻟﻤﻭﺍﻓﻘﺔ ﺒﻴﻥ )69.3(‬ ‫2- ﺃﻤﺎ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﻔﺭﻋﻴﺔ ﻟﻬﺫﺍ ﺍﻟﻤﺤﻭﺭ‬
‫1-‬

‫ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )1( "ﺘﺴﻌﻰ ﺍﻟﺸﺭﻜﺔ ﻷﻥ ﺘﻜﻭﻥ ﺍﻟﺭﺍﺌﺩﺓ ﻓﻲ ﻤﺠﺎل ﺍﻻﺴﺘﺸﺎﺭﺍﺕ‬ ‫ﺍﻟﻌﻘﺎﺭﻴﺔ " ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻷﻭﻟﻰ، ﻭ )78.2( ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )5( " ﺘﺄﺨﺫ ﺍﻟﺸﺭﻜﺔ‬ ‫ﺁﺭﺍﺀ ﺍﻟﻤﻬﻨﺩﺴﻴﻥ ﻓﻲ ﺘﻜﻭﻴﻥ ﺭﺴﺎﻟﺔ ﺍﻟﺸﺭﻜﺔ ﺒﻌﻴﻥ ﺍﻹﻋﺘﺒﺎﺭ "، ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ‬ ‫ﺍﻻﺨﻴﺭﺓ، ﻭﻴﻅﻬﺭ ﺃﻥ ﺍﻟﺸﺭﻜﺎﺕ ﺩﺍﺌﻤ ﹰ ﺘﺴﻌﻰ ﻷﻥ ﺘﻜﻭﻥ ﺫﺍﺕ ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ ﻋﺎﻟﻴﺔ‬ ‫ﺎ‬ ‫ﻭﺭﺍﺌﺩﺓ ﻓﻲ ﻤﺠﺎﻟﻬﺎ ﻭﻴﺠﺏ ﻋﻠﻰ ﺍﻟﺸﺭﻜﺎﺕ ﺃﻥ ﺘﺄﺨﺫ ﺁﺭﺍﺀ ﺍﻟﻤﻬﻨﺩﺴﻴﻥ ﻓﻲ ﺘﻜﻭﻴﻥ‬ ‫ﺭﺴﺎﻟﺔ ﺍﻟﺸﺭﻜﺔ ﻟﺘﺤﻘﻴﻕ ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ ﻋﺎﻟﻴﺔ.‬ ‫3- ﻤﻥ ﺒﻴﻥ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺜﻤﺎﻨﻴﺔ ﺍﻟﻤﺸﻤﻭﻟﺔ ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺤﺎﺯ ﺴﺘﺔ ﻤﻨﻬﺎ ﺒﻨﺴﺒﺔ 57%‬ ‫ﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺭﺘﻔﻌﺔ، ﻭﺍﺜﻨﺎﻥ ﻓﻘﻁ ﺒﻨﺴﺒﺔ 52% ﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺘﻭﺴﻁﺔ،‬ ‫ﻭﺫﻟﻙ ﻴﺩل ﻋﻠﻰ ﺘﺄﻜﻴﺩ ﺩﻭﺭ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺭﺴﺎﻟﺔ ﺍﻟﺸﺭﻜﺎﺕ.‬

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‫88‬ ‫ﺠﺩﻭل )9(‬ ‫ﺍﻟﻤﺘﻭﺴﻁﺎﺕ ﺍﻟﺤﺴﺎﺒﻴﺔ ﻭﺍﻻﻨﺤﺭﺍﻓﺎﺕ ﺍﻟﻤﻌﻴﺎﺭﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺍﻟﻤﻭﺍﻓﻘﺔ ﻹﺠﺎﺒﺎﺕ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﻋﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻲ: ﻤﻔﻬﻭﻡ ﺍﻟﺭﺴﺎﻟﺔ‬
‫ﺍﻹﻨﺤﺭﺍﻑ‬ ‫ﺍﻟﻤﻌﻴﺎﺭﻱ‬
‫49.0‬

‫ﺍﻟﻤﻭﺍﻓﻘﺔ‬

‫ﺩﺭﺠﺔ‬

‫ﻤﺴﺘﻭﻯ‬ ‫ﺍﻻﻫﻤﻴﺔ‬ ‫1‬

‫ﺍﻟﻤﺘﻭﺴﻁ‬ ‫ﺍﻟﺤﺴﺎﺒﻲ‬
‫69.3‬

‫ﺍﻟﻔﻘﺭﺓ‬
‫ﺘﺴﻌﻰ ﺍﻟﺸﺭﻜﺔ ﻷﻥ ﺘﻜﻭﻥ ﺍﻟﺭﺍﺌﺩﺓ ﻓﻲ ﻤﺠﺎل ﺍﻻﺴﺘﺸﺎﺭﺍﺕ‬ ‫ﺍﻟﻌﻘﺎﺭﻴﺔ.‬ ‫ﹸﺴﺎﻫﻡ ﺍﻟﺸﺭﻜﺔ ﻓﻲ ﺍﻟﺘﻁﻭﻴﺭ ﺍﻟﻌﻘﺎﺭﻱ ﻤـﻥ ﻤﺒـﺎ ٍ ﻓـﻲ‬ ‫ﻥ‬ ‫ﺘ‬ ‫ﺍﻟﻤﻨﻁﻘﺔ ﻤﻥ ﺨﻼل ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫‪‬ﻘﺎﺱ ﻨﺠﺎﺡ ﺍﻟﺸﺭﻜﺔ ﻤﻥ ﺨﻼل ﺘﻘﺩﻴﻡ ﻤﺸﺎﺭﻴﻊ ﺍﺴﺘﺜﻤﺎﺭﻴﺔ‬ ‫ﻴ‬ ‫ﻤﺒﺘﻜﺭﺓ.‬ ‫ﺘﺅﻜﺩ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﻫﻭﻴﺘﻬﺎ ﻤﻥ ﺨﻼل ﺩﻋﻤﻬﺎ ﻟﻠﺘﺼﻤﻴﻡ.‬ ‫ﺘﺄﺨﺫ ﺍﻟﺸﺭﻜﺔ ﺁﺭﺍﺀ ﺍﻟﻤﻬﻨﺩﺴﻴﻥ ﻓﻲ ﺘﻜﻭﻴﻥ ﺭﺴﺎﻟﺔ ﺍﻟﺸﺭﻜﺔ‬ ‫ﺒﻌﻴﻥ ﺍﻻﻋﺘﺒﺎﺭ .‬ ‫ﺘﺅﻜﺩ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺘﺤﻘﻴﻕ ﺍﻟﺠﻭﺩﺓ ﻓﻲ ﺃﺩﺍﺀ ﻤﺸﺎﺭﻴﻌﻬﺎ.‬ ‫ﺘﺅﻜﺩ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺍﻹﺒﺩﺍﻉ ﻭﺍﻻﺒﺘﻜﺎﺭ ﻓﻲ ﺃﺩﺍﺀ ﻤﺸﺎﺭﻴﻌﻬﺎ.‬ ‫ﺘﺴﻌﻰ ﺍﻟﺸﺭﻜﺔ ﺇﻟﻰ ﺘﻘﺩﻴﻡ ﺨﺩﻤﺎﺕ ﻟﻠﻌﻤﻼﺀ ﺘﻨﻔﺭﺩ ﺒﻬﺎ ﻋﻥ‬ ‫ﺴﻭﺍﻫﺎ ﻤﻥ ﺍﻟﻤﻨﺎﻓﺴﻴﻥ.‬ ‫ﺍﻟﻤﺘﻭﺴﻁ ﺍﻟﺤﺴﺎﺒﻲ ﻭﺍﻹﻨﺤﺭﺍﻑ ﺍﻟﻤﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬

‫ﺍﻟﺭﻗﻡ‬
‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬

‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬

‫4‬

‫78.0‬

‫98.3‬

‫3‬

‫69.0‬

‫39.3‬

‫2‬

‫21.1‬

‫59.3‬

‫8‬

‫11.1‬

‫78.2‬

‫5‬

‫17.0‬

‫48.3‬

‫6‬

‫28.0‬

‫86.3‬

‫7‬

‫38.0‬

‫74.3‬

‫66.0‬

‫07.3‬

‫ﺒﻤﻁﺎﻟﻌﺔ ﺒﻴﺎﻨﺎﺕ ﺍﻟﺠﺩﻭل )01( ﻴﺘﻀﺢ ﻤﺎ ﻴﻠﻲ:‬ ‫1- ﺃﻥ ﻤﺠﻤل ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﻭﻫﻭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻲ: ﻁﺒﻴﻌﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ ﻓﻘﺩ ﺃﻅﻬﺭﺕ ﻭﺴﻁﹰ ﺤﺴﺎﺒﻴ ﹰ ﻋﺎﻤ ﹰ ﺒﻠﻎ )92.3( ﻭﺒﺎﻨﺤﺭﺍﻑ ﻤﻌﻴﺎﺭﻱ ﻋﺎﻡ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﺎ‬ ‫)46.0(.‬

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‫98‬ ‫2- ﺃﻤﺎ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﻔﺭﻋﻴﺔ ﻟﻬﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺩﺭﺠﺔ ﺍﻟﻤﻭﺍﻓﻘﺔ ﺒﻴﻥ )37.3( ﻟﻠﻌﻨﺼﺭ‬ ‫ﺭﻗﻡ )1( "ﺘﺅﻜﺩ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺘﻁﺒﻴﻕ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ " ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻻﻭﻟﻰ، ﻭ‬ ‫)26.2( ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )6( " ﺘﻘﺩﻡ ﺍﻟﺸﺭﻜﺔ ﺤﻭﺍﻓﺯ ﻤﺎﺩﻴﺔ ﻭﻤﻌﻨﻭﻴﺔ ﻷﺼﺤﺎﺏ ﺍﻷﻓﻜﺎﺭ‬ ‫ﺍﻹﺒﺩﺍﻋﻴﺔ." ، ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻻﺨﻴﺭﺓ، ﻭﻴﺩل ﺫﻟﻙ ﻋﻠﻰ ﺃﻨﻪ ﻴﺠﺏ ﺍﻻﻫﺘﻤﺎﻡ ﺒﺘﻘﺩﻴﻡ ﺍﻟﺤﻭﺍﻓﺯ‬ ‫ﺍﻟﻤﺎﺩﻴﺔ ﻭﺍﻟﻤﻌﻨﻭﻴﺔ ﻷﺼﺤﺎﺏ ﺍﻻﻓﻜﺎﺭ ﺍﻹﺒﺩﺍﻋﻴﺔ.‬ ‫3 - ﻤﻥ ﺒﻴﻥ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺜﻤﺎﻨﻴﺔ ﺍﻟﻤﺸﻤﻭﻟﺔ ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺤﺎﺯ ﻭﺍﺤﺩ ﻓﻘﻁ ﺒﻨﺴﺒﺔ 5.21%‬ ‫ﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺭﺘﻔﻌﺔ، ﻭﺴﺒﻌﺔ ﺒﻨﺴﺒﺔ 5.78% ﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺘﻭﺴﻁﺔ، ﻭﺫﻟﻙ ﻴﺩل‬ ‫ﻋﻠﻰ ﻭﺠﻭﺩ ﻀﻌﻑ ﻓﻲ ﻭﻀﻊ ﺍﻟﺴﻴﺎﺴﺎﺕ ﺍﻟﺸﺭﻜﺔ ﺍﻟﺘﻲ ﺘﺅﻜﺩ ﻋﻠﻰ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺠﺩﻭل )01(‬ ‫ﺍﻟﻤﺘﻭﺴﻁﺎﺕ ﺍﻟﺤﺴﺎﺒﻴﺔ ﻭﺍﻻﻨﺤﺭﺍﻓﺎﺕ ﺍﻟﻤﻌﻴﺎﺭﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺍﻟﻤﻭﺍﻓﻘﺔ ﻹﺠﺎﺒﺎﺕ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﻋﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻲ: ﻁﺒﻴﻌﺔ ﺍﻟﺴﻴﺎﺴﺎﺕ‬
‫ﺍﻟﻤﻭﺍﻓﻘﺔ‬ ‫ﺩﺭﺠﺔ‬ ‫ﻤﺴﺘﻭﻯ‬ ‫ﺍﻻﻫﻤﻴﺔ‬ ‫ﺍﻹﻨﺤﺭﺍﻑ‬ ‫ﺍﻟﻤﻌﻴﺎﺭﻱ‬
‫86.0‬

‫ﺍﻟﻤﺘﻭﺴﻁ‬ ‫ﺍﻟﺤﺴﺎﺒﻲ‬
‫37.3‬

‫ﺍﻟﻔﻘﺭﺓ‬
‫ﺘﺅﻜﺩ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺘﻁﺒﻴﻕ ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺘﻘﻭﻡ ﺍﻟﺸﺭﻜﺔ ﺒﺘﻌﺭﻴﻑ ﻨﻅﺎﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻟﻠﻌﺎﻤﻠﻴﻥ.‬ ‫ﺘﻌﺩ ﺍﻟﺸﺭﻜﺔ ﻤﻭﺍﺯﻨﺔ ﻤﺤﺩﺩﺓ ﻟﺘﻁﺒﻴﻕ ﺍﺴﺘﺭﺘﻴﺠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺘﺤﺭﺹ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺍﺴﺘﺨﺩﺍﻡ ﺃﺤـﺩﺙ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴـﺎ‬ ‫ﺍﻟﺴﺎﺌﺩﺓ ﻟﺘﻁﻭﻴﺭ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺘﻘﻭﻡ ﺍﻟﺸﺭﻜﺔ ﺒﺘﻭﺯﻴﻊ ﺍﻟﻤﻬﺎﻡ ﻋﻠﻰ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻜل ﺤـﺴﺏ‬ ‫ﺘﺨﺼﺼﻪ ﻓﻲ ﺍﻟﺸﺭﻜﺔ.‬ ‫ﺘﻘﺩﻡ ﺍﻟﺸﺭﻜﺔ ﺤﻭﺍﻓﺯ ﻤﺎﺩﻴﺔ ﻭﻤﻌﻨﻭﻴﺔ ﻷﺼﺤﺎﺏ ﺍﻷﻓﻜـﺎﺭ‬ ‫ﺍﻹﺒﺩﺍﻋﻴﺔ.‬

‫ﺍﻟﺭﻗﻡ‬
‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬

‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬

‫1‬ ‫7‬ ‫6‬ ‫2‬ ‫3‬ ‫8‬

‫67.0‬

‫31.3‬

‫87.0‬

‫13.3‬

‫59.0‬

‫14.3‬

‫89.0‬

‫04.3‬

‫10.1‬

‫26.2‬

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‫09‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫4‬ ‫5‬
‫90.1‬ ‫73.3‬

‫ﺘﺴﻌﻰ ﺍﻟﺸﺭﻜﺔ ﻻﺴﺘﻘﻁﺎﺏ ﺃﻓﺭﺍﺩ ﺫﻭﻱ ﻤـﺅﻫﻼﺕ ﻓﻨﻴـﺔ‬ ‫ﻭﻋﻠﻤﻴﺔ ﻋﺎﻟﻴﺔ.‬ ‫ﹸﺤﺩﺩ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻤﻌﺎﻴﻴﺭ ﺍﻷﺩﺍﺀ ﺍﻟﻤﺘﻤﻴﺯ ﻟﻤﺸﺎﺭﻴﻌﻬﺎ.‬ ‫ﺘ‬

‫7‬ ‫8‬

‫29.0‬

‫43.3‬

‫46.0‬

‫92.3‬

‫ﺍﻟﻤﺘﻭﺴﻁ ﺍﻟﺤﺴﺎﺒﻲ ﻭﺍﻻﻨﺤﺭﺍﻑ ﺍﻟﻤﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬

‫ﺒﻤﻁﺎﻟﻌﺔ ﺒﻴﺎﻨﺎﺕ ﺍﻟﺠﺩﻭل )11( ﻴﺘﻀﺢ ﻤﺎ ﻴﻠﻲ:‬ ‫ﺃﻥ ﻤﺠﻤل ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﻭﻫﻭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ )ﺍﻷﻋﻤﺎل (: ﺃ-‬ ‫ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﻜﻤﺎ ﻫﻭ ﻤﻭﻀﺢ ﺒﺎﻟﺠﺩﻭل )11( ﻭﺴﻁ ﹰ ﺤﺴﺎﺒﻴ ﹰ ﻋﺎﻡ ﺒﻠﻎ )26.3(‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﻭﺒﺎﻨﺤﺭﺍﻑ ﻤﻌﻴﺎﺭﻱ ﻋﺎﻡ )26.0(.‬ ‫ﺩﺭﺠﺔ ﺍﻟﻤﻭﺍﻓﻘﺔ ﺒﻴﻥ )79.3(‬ ‫2- ﺃﻤﺎ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﻔﺭﻋﻴﺔ ﻟﻬﺫﺍ ﺍﻟﻤﺤﻭﺭ‬
‫1-‬

‫ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )4( "ﺘﺅﻜﺩ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺩﻭﺭ ﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺃﺩﺍﺀ ﺍﻟﻌﻤل "‬ ‫ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻻﻭﻟﻰ، ﻭ)92.3( ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )7( " ﺘﺸﺠﻊ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺃﺴﻠﻭﺏ ﺍﻟﻌﻤل ﺍﻟﺠﻤﺎﻋﻲ ﻹﻨﺘﺎﺝ ﺃﻓﻜﺎﺭ ﺇﺒﺩﺍﻋﻴﺔ ﺠﺩﻴﺩﺓ "، ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻻﺨﻴﺭﺓ،‬ ‫ﻭﺫﻟﻙ ﺘﺄﻜﻴﺩ ﻋﻠﻰ ﺩﻭﺭ ﺍﻟﻤﺩﻴﺭ ﻓﻲ ﺃﺩﺍﺀ ﺍﻟﻌﻤل ﻓﻲ ﺍﻟﺸﺭﻜﺔ ﻭﻀﻌﻑ ﻓﻲ ﺘﺸﺠﻴﻊ ﺍﻹﺩﺍﺭﺓ‬ ‫ﻹﺴﻠﻭﺏ ﺍﻟﻌﻤل ﺍﻟﺠﻤﺎﻋﻲ ﻹﻨﺘﺎﺝ ﺃﻓﻜﺎﺭ ﺇﺒﺩﺍﻋﻴﺔ ﺠﺩﻴﺩﺓ.‬ ‫3- ﻤﻥ ﺒﻴﻥ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺜﻤﺎﻨﻴﺔ ﺍﻟﻤﺸﻤﻭﻟﺔ ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺃﺭﺒﻌﺔ ﻤﻨﻬﺎ ﺒﻨﺴﺒﺔ 05% ﻋﻠﻰ‬ ‫ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺭﺘﻔﻌﺔ، ﻭﺃﺭﺒﻌﺔ ﺒﻨﺴﺒﺔ 05% ﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺘﻭﺴﻁﺔ، ﻭﺫﻟﻙ ﻴﺩل‬ ‫ﻋﻠﻰ ﺃﻥ ﺩﻭﺭ ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺤﺎﺠﺔ ﺇﻟﻰ ﺍﻟﻤﺯﻴﺩ ﻤﻥ ﺘﺄﻜﻴﺩ ﺩﻭﺭﻫﺎ ﻓﻲ ﺸﺭﻜﺎﺕ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ.‬

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‫19‬ ‫ﺠﺩﻭل )11(‬ ‫ﺍﻟﻤﺘﻭﺴﻁﺎﺕ ﺍﻟﺤﺴﺎﺒﻴﺔ ﻭﺍﻻﻨﺤﺭﺍﻓﺎﺕ ﺍﻟﻤﻌﻴﺎﺭﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺍﻟﻤﻭﺍﻓﻘﺔ ﻹﺠﺎﺒﺎﺕ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﻋﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ )ﺍﻷﻋﻤﺎل (: ﺃ- ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ‬
‫ﻤﺴﺘﻭﻯ‬ ‫ﺍﻻﻫﻤﻴﺔ‬ ‫ﺍﻹﻨﺤﺭﺍﻑ‬ ‫ﺍﻟﻤﻌﻴﺎﺭﻱ‬
‫37.0‬

‫ﺍﻟﻤﻭﺍﻓﻘﺔ‬

‫ﺩﺭﺠﺔ‬

‫ﺍﻟﻤﺘﻭﺴﻁ‬ ‫ﺍﻟﺤﺴﺎﺒﻲ‬
‫68.3‬

‫ﺍﻟﻔﻘﺭﺓ‬
‫ﺘﺤﺭﺹ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺘﺤﻠﻴل ﺍﺤﺘﻴﺎﺠﺎﺕ ﻭﺭﻏﺒﺎﺕ‬ ‫ﺍﻟﻌﻤﻼﺀ.‬ ‫ﺘﺤﺭﺹ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠـﻰ ﺍﻟﺘﻨـﺴﻴﻕ ﺒـﻴﻥ ﺃﻗـﺴﺎﻡ‬ ‫)ﺍﻟﺘﺴﻭﻴﻕ، ﺍﻹﺘﺼﺎﻻﺕ، ﺍﻟﺘﺼﻤﻴﻡ(.‬ ‫ﺘﻌﻤل ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺘﻭﻀﻴﺢ ﺃﺴﺎﺴﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺘﺅﻜﺩ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺩﻭﺭ ﻤﺩﻴﺭ ﺍﻟﺘﺼﻤﻴﻡ ﻓـﻲ ﺃﺩﺍﺀ‬ ‫ﺍﻟﻌﻤل.‬ ‫ﺘﻌﻤل ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺘﺤﺩﻴﺩ ﺒﺭﺍﻤﺞ ﺯﻤﻨﻴﺔ ﻤﻥ ﺒﺩﺍﻴﺔ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ ﺤﺘﻰ ﺍﻟﺘﺴﻠﻴﻡ ﺍﻟﻨﻬﺎﺌﻲ ﻟﻪ.‬ ‫ﺘﻌﻤل ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺘﻭﺯﻴﻊ ﺍﻟﻤﻬﺎﻡ ﺍﻟﺘﺼﻤﻴﻤﻴﺔ ﻋﻠﻰ‬ ‫ﻓﺭﻕ ﺍﻟﻌﻤل.‬ ‫ﺘﺸﺠﻊ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺃﺴﻠﻭﺏ ﺍﻟﻌﻤل ﺍﻟﺠﻤﺎﻋﻲ ﻹﻨﺘـﺎﺝ‬ ‫ﺃﻓﻜﺎﺭ ﺇﺒﺩﺍﻋﻴﺔ ﺠﺩﻴﺩﺓ.‬ ‫ﺘﻀﻊ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺘﺼﻭﺭ ﹰ ﻤﺒﺩﺌﻴ ﹰ ﻟﻌﻤﻠﻴﺘﻲ )ﺘـﺴﻭﻴﻕ‬ ‫ﺎ‬ ‫ﺍ‬ ‫ﻭﺘﺼﻤﻴﻡ ﺍﻟﻤﺸﺭﻭﻉ(.‬ ‫ﺍﻟﻤﺘﻭﺴﻁ ﺍﻟﺤﺴﺎﺒﻲ ﻭﺍﻹﻨﺤﺭﺍﻑ ﺍﻟﻤﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬

‫ﺍﻟﺭﻗﻡ‬
‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬

‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬

‫3‬ ‫6‬ ‫7‬ ‫1‬ ‫2‬ ‫4‬ ‫8‬ ‫5‬

‫37.0‬

‫14.3‬

‫87.0‬

‫63.3‬

‫88.0‬

‫79.3‬

‫57.0‬

‫29.3‬

‫98.0‬

‫27.3‬

‫50.1‬

‫92.3‬

‫20.1‬

‫44.3‬

‫26.0‬

‫26.3‬

‫ﺒﻤﻁﺎﻟﻌﺔ ﺒﻴﺎﻨﺎﺕ ﺍﻟﺠﺩﻭل )21( ﻴﺘﻀﺢ ﻤﺎﻴﻠﻲ:‬ ‫ﺃﻥ ﻤﺠﻤل ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﻭﻫﻭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ )ﺍﻷﻋﻤﺎل(: ﺏ-‬ ‫ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺴﻁ ﹰ ﺤﺴﺎﺒﻴ ﹰ ﻋﺎﻤ ﹰ ﺒﻠﻎ )26.3( ﻭﺒﺈﻨﺤﺭﺍﻑ ﻤﻌﻴﺎﺭﻱ ﻋﺎﻡ )27.0(.‬ ‫ﺎ ﺎ‬ ‫ﺎ‬
‫1-‬

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‫29‬ ‫2- ﺃﻤﺎ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﻔﺭﻋﻴﺔ ﻟﻬﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺩﺭﺠﺔ ﺍﻟﻤﻭﺍﻓﻘﺔ ﺒﻴﻥ )78.3(‬ ‫ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )1( " ﺘﺤﺩﺩ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺨﻁﻭﺍﺕ ﻤﺭﺍﺤل ﺍﻟﺘﺼﻤﻴﻡ " ﺍﻟﺫﻱ ﺍﺤﺘل‬ ‫ﺍﻟﻤﺭﺘﺒﺔ ﺍﻷﻭﻟﻰ، ﻭ)52.3( ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )5( " ﺘﻘﻭﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺠﻤﻊ ﺍﻷﻓﻜﺎﺭ‬

‫ﻟﺘﺼﻤﻴﻡ ﺍﻟﻤﺸﺭﻭﻉ ﻤﻥ ﻓﺭﻴﻕ ﺍﻟﻌﻤل ﺒﺄﺴﻠﻭﺏ ﺍﻟﻌﺼﻑ ﺍﻟﺫﻫﻨﻲ )‪، "(Brainstorming‬‬
‫ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻷﺨﻴﺭﺓ، ﻭﺫﻟﻙ ﻴﺩل ﻋﻠﻰ ﺍﻻﻫﺘﻤﺎﻡ ﺒﺘﺤﺩﻴﺩ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻟﺨﻁﻭﺍﺕ ﻤﺭﺍﺤل ﺍﻟﺘﺼﻤﻴﻡ ﻭﻀﻌﻔﹰ ﻓﻲ ﺠﻤﻊ ﺍﻷﻓﻜﺎﺭ ﻟﺘﺼﻤﻴﻡ ﺍﻟﻤﺸﺭﻭﻉ ﻤﻥ ﻓﺭﻴﻕ‬ ‫ﺎ‬ ‫ﺍﻟﻌﻤل ﺒﺄﺴﻠﻭﺏ ﺍﻟﻌﺼﻑ ﺍﻟﺫﻫﻨﻲ.‬ ‫3- ﻤﻥ ﺒﻴﻥ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺜﻤﺎﻨﻴﺔ ﺍﻟﻤﺸﻤﻭﻟﺔ ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺃﺭﺒﻌﺔ ﻤﻨﻬﺎ ﺒﻨﺴﺒﺔ 05% ﻋﻠﻰ‬ ‫ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺭﺘﻔﻌﺔ، ﻭﺃﺭﺒﻌﺔ ﺒﻨﺴﺒﺔ 05% ﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺘﻭﺴﻁﺔ، ﻭﺫﻟﻙ ﻴﺩل‬ ‫ﻋﻠﻰ ﺃﻥ ﺩﻭﺭ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻫﺎﻤﺔ ﻭﺒﺤﺎﺠﺔ ﺇﻟﻰ ﺯﻴﺎﺩﺓ ﻓﻲ ﺍﻻﻫﺘﻤﺎﻡ ﻤﻥ ﻗﺒل‬ ‫ﺍﻹﺩﺍﺭﺓ.‬ ‫ﺠﺩﻭل )21(‬ ‫ﺍﻟﻤﺘﻭﺴﻁﺎﺕ ﺍﻟﺤﺴﺎﺒﻴﺔ ﻭﺍﻻﻨﺤﺭﺍﻓﺎﺕ ﺍﻟﻤﻌﻴﺎﺭﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺍﻟﻤﻭﺍﻓﻘﺔ ﻹﺠﺎﺒﺎﺕ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﻋﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ )ﺍﻷﻋﻤﺎل (: ﺏ- ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ‬
‫ﻤﺴﺘﻭﻯ‬ ‫ﺍﻻﻫﻤﻴﺔ‬ ‫1‬ ‫4‬ ‫ﺍﻹﻨﺤﺭﺍﻑ‬ ‫ﺍﻟﻤﻌﻴﺎﺭﻱ‬
‫07.0‬

‫ﺍﻟﻤﻭﺍﻓﻘﺔ‬

‫ﺩﺭﺠﺔ‬

‫ﺍﻟﻤﺘﻭﺴﻁ‬ ‫ﺍﻟﺤﺴﺎﺒﻲ‬
‫78.3‬

‫ﺍﻟﻔﻘﺭﺓ‬
‫ﺘﺤﺩﺩ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺨﻁﻭﺍﺕ ﻤﺭﺍﺤل ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺘﻘﻭﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺘﻘﺩﻴﻡ ﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ ﻤﻀﻤﻭﻥ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ ﻭﺍﻟﺘﻌﺭﻴﻑ ﺒﻪ.‬ ‫ﺘﺴﻌﻰ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺇﻟﻰ ﺇﺘﺒﺎﻉ ﺨﻁﻭﺍﺕ ‪‬ﺘﺘﺎﺒﻌﺔ ﻓـﻲ‬ ‫ﻤ‬ ‫ﻋﻤﻠﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ )ﻨﻅﺎﻡ ﻤﺘﻜﺎﻤل(.‬

‫ﺍﻟﺭﻗﻡ‬
‫1‬ ‫2‬ ‫3‬

‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬

‫08.0‬

‫08.3‬

‫5‬

‫68.0‬

‫25.3‬

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‫39‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬
‫7‬
‫88.0‬ ‫43.3‬

‫ﺘﻘﻭﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﻌﻤل ﺘﺤﻠﻴل ﻷﻫـﺩﺍﻑ ﺍﻟﺘـﺼﻤﻴﻡ‬ ‫ﺍﻟﺤﺎﻟﻲ ﻟﻠﻤﺸﺭﻭﻉ.‬ ‫ﺘﻘﻭﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺠﻤﻊ ﺍﻷﻓﻜﺎﺭ ﻟﺘﺼﻤﻴﻡ ﺍﻟﻤﺸﺭﻭﻉ ﻤﻥ‬ ‫ﻓﺭﻴــﻕ ﺍﻟﻌﻤــل ﺒﺈﺴــﻠﻭﺏ ﺍﻟﻌــﺼﻑ ﺍﻟــﺫﻫﻨﻲ‬ ‫)‪.(Brainstorming‬‬ ‫ﺘﻘﻭﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﻌﻤل ﺃﺒﺤﺎﺙ ﻟﺘـﺼﺎﻤﻴﻡ ﻤـﺸﺎﺭﻴﻊ‬ ‫ﻤﺸﺎﺒﻬﺔ ﻓﻲ ﺍﻟﻤﻴﺩﺍﻥ.‬ ‫ﺘﺴﻌﻰ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺇﻟﻰ ﺤل ﺍﻟﻤﺸﺎﻜل ﺍﻟﺘـﻲ ﺘﺘﻌﻠـﻕ‬ ‫ﺒﺎﻟﺘﺼﻤﻴﻡ.‬ ‫ﺘﺴﻌﻰ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺇﻟﻰ ﺘﻁﻭﻴﺭ ﻭﺘﺤﺩﻴﺙ ﺍﻟﺘﺼﻤﻴﻡ.‬

‫4‬

‫8‬

‫21.1‬

‫52.3‬

‫5‬

‫6‬

‫10.1‬

‫44.3‬

‫6‬ ‫7‬ ‫8‬

‫1‬

‫39.0‬

‫78.3‬

‫3‬

‫70.1‬

‫68.3‬

‫27.0‬

‫26.3‬

‫ﺍﻟﻤﺘﻭﺴﻁ ﺍﻟﺤﺴﺎﺒﻲ ﻭﺍﻻﻨﺤﺭﺍﻑ ﺍﻟﻤﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬

‫ﺒﻤﻁﺎﻟﻌﺔ ﺒﻴﺎﻨﺎﺕ ﺍﻟﺠﺩﻭل )31( ﻴﺘﻀﺢ ﻤﺎ ﻴﻠﻲ:‬ ‫ﺃﻥ ﻤﺠﻤل ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﻭﻫﻭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﺸﻐﻴﻠﻲ )ﺍﻟﻤﺸﺭﻭﻉ‬ ‫ﺍﻟﻨﻬﺎﺌﻲ(، ﻓﻘﺩ ﺃﻅﻬﺭﺕ ﻨﺘﺎﺌﺞ ﺍﻟﺠﺩﻭل )31( ﻭﺴﻁ ﹰ ﺤﺴﺎﺒﻴ ﹰ ﻋﺎﻤ ﹰ ﺒﻠﻎ )15.3(‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﻭﺒﺎﻨﺤﺭﺍﻑ ﻤﻌﻴﺎﺭﻱ ﻋﺎﻡ ﺒﻠﻎ )97.0(.‬ ‫2- ﺃﻤﺎ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﻔﺭﻋﻴﺔ ﻟﻬﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺩﺭﺠﺔ ﺍﻟﻤﻭﺍﻓﻘﺔ ﺒﻴﻥ )87.3(‬ ‫ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )6( "ﺘﻘﻭﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﻌﻤل ﺘﻌﺩﻴﻼﺕ ﻭﺘﺤﺴﻴﻨﺎﺕ ﻋﻠﻰ ﺍﻟﻤﺸﺭﻭﻉ ﻓﻲ‬ ‫ﻤﺭﺍﺤﻠﻪ ﺍﻟﻤﺨﺘﻠﻔﺔ." ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻻﻭﻟﻰ، ﻭ)91.3( ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )7( " ﺘﺤﺭﺹ‬ ‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﻭﺠﻭﺩ ﻓﺭﻴﻕ ﻤﺘﺨﺼﺹ ﻟﺘﻘﻴﻴﻡ ﻤﺴﺘﻭﻯ ﺍﻷﺩﺍﺀ ﺤﺴﺏ ﺍﻟﻤﻌﺎﻴﻴﺭ‬ ‫ﺍﻟﻌﺎﻟﻤﻴﺔ"، ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻻﺨﻴﺭﺓ، ﻭﻴﺩل ﺫﻟﻙ ﻋﻠﻰ ﺍﻻﻫﺘﻤﺎﻡ ﺒﻌﻤل ﺘﻌﺩﻴﻼﺕ‬
‫1-‬

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‫49‬ ‫ﻭﺘﺤﺴﻴﻨﺎﺕ ﻋﻠﻰ ﺍﻟﻤﺸﺭﻭﻉ ﻓﻲ ﻤﺭﺍﺤﻠﻪ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻭﻀﻌﻑ ﺍﻻﻫﺘﻤﺎﻡ ﺒﻭﺠﻭﺩ ﻓﺭﻴﻕ‬ ‫ﻤﺘﺨﺼﺹ ﻟﺘﻘﻴﻴﻡ ﻤﺴﺘﻭﻯ ﺍﻷﺩﺍﺀ ﺤﺴﺏ ﺍﻟﻤﻌﺎﻴﻴﺭ ﺍﻟﻌﺎﻟﻤﻴﺔ.‬ ‫3- ﻤﻥ ﺒﻴﻥ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺜﻤﺎﻨﻴﺔ ﺍﻟﻤﺸﻤﻭﻟﺔ ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺇﺜﻨﺎﻥ ﻤﻨﻬﺎ ﺒﻨﺴﺒﺔ 52% ﻋﻠﻰ‬ ‫ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺭﺘﻔﻌﺔ، ﻭﺴﺘﺔ ﺒﻨﺴﺒﺔ 57% ﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺘﻭﺴﻁﺔ، ﻭﺫﻟﻙ ﻴﺩل‬ ‫ﻋﻠﻰ ﻀﻌﻑ ﺍﻻﻫﺘﻤﺎﻡ ﺒﺎﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ ﻭﺍﻟﺫﻱ ﻫﻭ ﻤﻥ ﺃﻫﻡ ﺍﻟﻤﺭﺍﺤل ﺍﻟﺘﻲ ﻴﺘﻡ ﺘﻨﻔﻴﺫ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ ﻓﻴﻬﺎ.‬ ‫ﺠﺩﻭل )31(‬ ‫ﺍﻟﻤﺘﻭﺴﻁﺎﺕ ﺍﻟﺤﺴﺎﺒﻴﺔ ﻭﺍﻻﻨﺤﺭﺍﻓﺎﺕ ﺍﻟﻤﻌﻴﺎﺭﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺍﻟﻤﻭﺍﻓﻘﺔ ﻹﺠﺎﺒﺎﺕ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﻋﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﺸﻐﻴﻠﻲ )ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ(‬
‫ﺩﺭﺠﺔ‬ ‫ﺍﻟﻤﻭﺍﻓﻘﺔ‬ ‫ﻤﺴﺘﻭﻯ‬ ‫ﺍﻷﻫﻤﻴﺔ‬ ‫2‬ ‫5‬ ‫ﺍﻻﻨﺤﺭﺍﻑ‬ ‫ﺍﻟﻤﻌﻴﺎﺭﻱ‬
‫40.1‬

‫ﺍﻟﻤﺘﻭﺴﻁ‬ ‫ﺍﻟﺤﺴﺎﺒﻲ‬
‫17.3‬

‫ﺍﻟﻔﻘﺭﺓ‬
‫ﺘﺤﺭﺹ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺘﻘﻴﻴﻡ ﺍﻟﺘﺼﻤﻴﻡ ﻗﺒل ﺘﻨﻔﻴﺫﻩ.‬ ‫ﺘﺘﺎﺒﻊ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺩﻭﺭ ﻤﺩﻴﺭ ﺍﻟﻤﺸﺭﻭﻉ ﻋﻨﺩ ﺍﻟﺘﻨﻔﻴﺫ.‬ ‫ﺘﺅﻜﺩ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺘﻨﻔﻴﺫ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺩﻗﺔ.‬ ‫ﺘﻭﻓﺭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﺭﻕ ﻤﺘﺎﺒﻌﺔ ﻟﻤﺭﺍﺤل ﺍﻟﻌﻤـل ﻓـﻲ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ.‬ ‫ﺘﻌﻤل ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺘﻘﻴﻴﻡ ﻨﻬﺎﺌﻲ ﻟﻠﻤﺸﺭﻭﻉ.‬ ‫ﺘﻘﻭﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﻌﻤل ﺘﻌﺩﻴﻼﺕ ﻭﺘﺤـﺴﻴﻨﺎﺕ ﻋﻠـﻰ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ ﻓﻲ ﻤﺭﺍﺤﻠﻪ ﺍﻟﻤﺨﺘﻠﻔﺔ.‬ ‫ﺘﺤﺭﺹ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﻭﺠﻭﺩ ﻓﺭﻴﻕ ﻤﺘﺨـﺼﺹ‬ ‫ﻟﺘﻘﻴﻴﻡ ﻤﺴﺘﻭﻯ ﺍﻷﺩﺍﺀ ﺤﺴﺏ ﺍﻟﻤﻌﺎﻴﻴﺭ ﺍﻟﻌﺎﻟﻤﻴﺔ.‬ ‫ﺘﻌﺘﻤﺩ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺘﻐﺫﻴﺔ ﺍﻟﺭﺍﺠﻌـﺔ )‪(Feedback‬‬ ‫ﻟﺘﺤﺴﻴﻥ ﻤﺴﺘﻭﻯ ﺃﺩﺍﺌﻬﺎ.‬

‫ﺍﻟﺭﻗﻡ‬
‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬

‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬

‫20.1‬

‫15.3‬

‫3‬

‫49.0‬

‫36.3‬

‫4‬ ‫6‬ ‫1‬

‫29.0‬ ‫89.0‬ ‫20.1‬

‫65.3‬ ‫24.3‬ ‫87.3‬

‫8‬

‫68.0‬

‫91.3‬

‫7‬

‫20.1‬

‫82.3‬

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‫59‬ ‫ﻤﺘﻭﺴﻁﺔ‬
‫97.0‬ ‫15.3‬

‫ﺍﻟﻤﺘﻭﺴﻁ ﺍﻟﺤﺴﺎﺒﻲ ﻭﺍﻻﻨﺤﺭﺍﻑ ﺍﻟﻤﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬

‫ﻭﺃﻤﺎ ﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺎﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺒﺄﺒﻌﺎﺩﻫﺎ ﺍﻟﻤﺤﺩﺩﺓ ﺒﺎﻟﺩﺭﺍﺴﺔ:‬ ‫ﺒﻤﻁﺎﻟﻌﺔ ﺒﻴﺎﻨﺎﺕ ﺍﻟﺠﺩﻭل )41( ﻴﺘﻀﺢ ﻤﺎ ﻴﻠﻲ:‬ ‫ﺃﻥ ﻤﺠﻤل ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﻭﻫﻭ ﺍﻻﺒﺘﻜﺎﺭ ﻭ ﺍﻹﺒﺩﺍﻉ ﻭﺴﻁ ﹰ ﺤﺴﺎﺒﻴ ﹰ ﻋﺎﻤ ﹰ ﺒﻠﻎ )62.3(‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﻭﺒﺎﻨﺤﺭﺍﻑ ﻤﻌﻴﺎﺭﻱ ﻋﺎﻡ ﺒﻠﻎ )88.0(.‬ ‫2- ﺃﻤﺎ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﻔﺭﻋﻴﺔ ﻟﻬﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺩﺭﺠﺔ ﺍﻟﻤﻭﺍﻓﻘﺔ ﺒﻴﻥ )75.3(‬ ‫ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )3( "ﺘﺤﺭﺹ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺍﺴﺘﻘﻁﺎﺏ ﻜﻔﺎﺀﺍﺕ ﻭﺨﺒﺭﺍﺕ ﻤﻥ ﺃﻓﺭﺍﺩ‬ ‫ﻤﻤﻴﺯﻴﻥ ﻭﻤﺒﺩﻋﻴﻥ ﻟﺘﻭﻅﻴﻔﻬﻡ ﻓﻲ ﺃﻋﻤﺎل ﺍﻟﺘﺼﻤﻴﻡ "ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻻﻭﻟﻰ،‬ ‫ﻭ)56.2( ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )8( " ﺘﻘﺩﻡ ﺍﻟﺸﺭﻜﺔ ﺍﻟﺤﻭﺍﻓﺯ ﻷﺼﺤﺎﺏ ﺍﻷﻓﻜﺎﺭ ﺍﻹﺒﺩﺍﻋﻴﺔ ﺩﺍﺨل‬ ‫ﺍﻟﺸﺭﻜﺔ"، ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻻﺨﻴﺭﺓ، ﻭﻴﺩل ﺫﻟﻙ ﻋﻠﻰ ﺍﻫﺘﻤﺎﻡ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ‬ ‫ﺍﺴﺘﻘﻁﺎﺏ ﻜﻔﺎﺀﺍﺕ ﻭﺨﺒﺭﺍﺕ ﻤﻥ ﺃﻓﺭﺍﺩ ﻤﻤﻴﺯﻴﻥ ﻭﻤﺒﺩﻋﻴﻥ ﻟﺘﻭﻅﻴﻔﻬﻡ ﻓﻲ ﺃﻋﻤﺎل‬ ‫ﺍﻟﺘﺼﻤﻴﻡ، ﻭﻀﻌﻔ ﹰ ﻓﻲ ﺘﻘﺩﻴﻡ ﺍﻟﺤﻭﺍﻓﺯ ﻷﺼﺤﺎﺏ ﺍﻷﻓﻜﺎﺭ ﺍﻹﺒﺩﺍﻋﻴﺔ ﺩﺍﺨل ﺍﻟﺸﺭﻜﺔ.‬ ‫ﺎ‬ ‫3- ﻤﻥ ﺒﻴﻥ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺜﻤﺎﻨﻴﺔ ﺍﻟﻤﺸﻤﻭﻟﺔ ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ، ﺍﻟﺜﻤﺎﻨﻴﺔ ﺠﻤﻴﻌﻬﻡ ﺒﻨﺴﺒﺔ 001%‬ ‫ﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺘﻭﺴﻁﺔ، ﻭﺫﻟﻙ ﻴﺩل ﻋﻠﻰ ﺍﻟﻀﻌﻑ ﺍﻟﻜﺒﻴﺭ ﻹﻫﺘﻤﺎﻡ ﺍﻟﺸﺭﻜﺎﺕ ﻓﻲ‬ ‫ﺩﻭﺭ ﺍﻻﺒﺩﺍﻉ ﻭﺍﻻﺒﺘﻜﺎﺭ.‬
‫1-‬

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‫69‬ ‫ﺠﺩﻭل )41(‬ ‫ﺍﻟﻤﺘﻭﺴﻁﺎﺕ ﺍﻟﺤﺴﺎﺒﻴﺔ ﻭﺍﻻﻨﺤﺭﺍﻓﺎﺕ ﺍﻟﻤﻌﻴﺎﺭﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺍﻟﻤﻭﺍﻓﻘﺔ ﻹﺠﺎﺒﺎﺕ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﻋﻥ ﺍﻻﺒﺘﻜﺎﺭ ﻭ ﺍﻹﺒﺩﺍﻉ‬
‫ﺍﻟﻤﻭﺍﻓﻘﺔ‬ ‫ﺩﺭﺠﺔ‬ ‫ﻤﺴﺘﻭﻯ‬ ‫ﺍﻻﻫﻤﻴﺔ‬ ‫6‬ ‫ﺍﻹﻨﺤﺭﺍﻑ‬ ‫ﺍﻟﻤﻌﻴﺎﺭﻱ‬
‫71.1‬

‫ﺍﻟﻤﺘﻭﺴﻁ‬ ‫ﺍﻟﺤﺴﺎﺒﻲ‬
‫61.3‬

‫ﺍﻟﻔﻘﺭﺓ‬
‫ﺘﻘﻭﻡ ﺍﻟﺸﺭﻜﺔ ﺒﺈﻓﺴﺎﺡ ﺍﻟﻤﺠﺎل ﻟﻠﻤﺼﻤﻤﻴﻥ ﻟﻠﺘﻌﺒﻴﺭ ﺒﺤﺭﻴﺔ‬ ‫ﻋﻥ ﺁﺭﺍﺌﻬﻡ ﻋﻨﺩ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺘﺤﺭﺹ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﻁﺭﺡ ﺃﻓﻜﺎﺭ ﻤﺒﺘﻜـﺭﺓ ﻭﻤﺒﺩﻋـﺔ‬ ‫ﻟﺘﺼﻤﻴﻤﺎﺘﻬﺎ.‬ ‫ﺘﺤﺭﺹ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺍﺴﺘﻘﻁﺎﺏ ﻜﻔﺎﺀﺍﺕ ﻭﺨﺒﺭﺍﺕ ﻤـﻥ‬ ‫ﺃﻓﺭﺍﺩ ﻤﻤﻴﺯﻴﻥ ﻭﻤﺒﺩﻋﻴﻥ ﻟﺘﻭﻅﻴﻔﻬﻡ ﻓﻲ ﺃﻋﻤﺎل ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺘﺤﺭﺹ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻟﺨﺎﻤﺎﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ ﺍﻟﺠﺩﻴﺩﺓ‬ ‫ﻟﺘﺤﻘﻴﻕ ﻤﺸﺎﺭﻴﻊ ﻤﺒﺘﻜﺭﺓ.‬ ‫ﺘﺤﺭﺹ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺍﺴﺘﺨﺩﺍﻡ ﺃﺴﺎﻟﻴﺏ ﺘﻜﻨﻭﻟﻭﺠﻴﺔ ﺠﺩﻴﺩﺓ‬ ‫ﻟﺘﺤﻘﻴﻕ ﻤﺸﺎﺭﻴﻊ ﻤﺒﺩﻋﺔ ﻭﻤﺒﺘﻜﺭﺓ.‬ ‫ﺘﻭﻓﺭ ﺍﻟﺸﺭﻜﺔ ﺍﻹﻤﻜﺎﻨﺎﺕ ﺍﻟﻤﺎﺩﻴﺔ ﻭﺍﻟﻤﻌﻨﻭﻴـﺔ ﻟﻤﻭﻅﻔﻴﻬـﺎ‬ ‫ﻟﺘﺸﺠﻴﻌﻬﻡ ﻋﻠﻰ ﺍﻹﺒﺩﺍﻉ ﻭﺍﻻﺒﺘﻜﺎﺭ.‬ ‫ﺘﺤﺭﺹ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺇﻨﺘﺎﺝ ﺃﻓﻜﺎﺭ ﺘـﺼﻤﻴﻤﻴﺔ ﻤﺒﺩﻋـﺔ‬ ‫ﺘﺨﺘﻠﻑ ﺠﺫﺭﻴﺎ ﻋﻥ ﻤﺎ ﻴﺘﺒﻌﻪ ﺍﻟﻤﻨﺎﻓﺴﻭﻥ.‬ ‫ﺘﻘﺩﻡ ﺍﻟﺸﺭﻜﺔ ﺍﻟﺤﻭﺍﻓﺯ ﻷﺼﺤﺎﺏ ﺍﻷﻓﻜﺎﺭ ﺍﻹﺒﺩﺍﻋﻴﺔ ﺩﺍﺨل‬ ‫ﺍﻟﺸﺭﻜﺔ.‬ ‫ﺍﻟﻤﺘﻭﺴﻁ ﺍﻟﺤﺴﺎﺒﻲ ﻭﺍﻻﻨﺤﺭﺍﻑ ﺍﻟﻤﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬

‫ﺍﻟﺭﻗﻡ‬
‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬

‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬

‫2‬

‫71.1‬

‫65.3‬

‫1‬

‫79.0‬

‫75.3‬

‫4‬

‫78.0‬

‫74.3‬

‫3‬

‫69.0‬

‫84.3‬

‫7‬

‫99.0‬

‫18.2‬

‫5‬

‫80.1‬

‫73.3‬

‫8‬

‫11.1‬

‫56.2‬

‫88.0‬

‫62.3‬

‫ﺒﻤﻁﺎﻟﻌﺔ ﺒﻴﺎﻨﺎﺕ ﺍﻟﺠﺩﻭل )51( ﻴﺘﻀﺢ ﻤﺎﻴﻠﻲ:‬ ‫ﺃﻥ ﻤﺠﻤل ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﻭﻫﻭ ﺍﻟﺠﻭﺩﺓ ﻭﺴﻁ ﹰ ﺤﺴﺎﺒﻴ ﹰ ﻋﺎﻡ ﺒﻠﻎ )25.3( ﻭﺒﺎﻨﺤﺭﺍﻑ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﻤﻌﻴﺎﺭﻱ ﻋﺎﻡ )26.0(.‬
‫1-‬

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‫79‬ ‫2- ﺃﻤﺎ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﻔﺭﻋﻴﺔ ﻟﻬﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺩﺭﺠﺔ ﺍﻟﻤﻭﺍﻓﻘﺔ ﺒﻴﻥ )86.3(‬ ‫ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )8( " ﺘﻌﺘﻤﺩ ﺍﻟﺸﺭﻜﺔ ﻤﻌﺎﻴﻴﺭ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻌﺎﻟﻤﻴﺔ ﻓﻲ ﺘﻘﻴﻴﻡ ﻤﺸﺎﺭﻴﻌﻬﺎ." ﺍﻟﺫﻱ‬ ‫ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻻﻭﻟﻰ، ﻭ)93.3( ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )1( " ﺘﺤﺭﺹ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﻋﻘﺩ‬ ‫ﺩﻭﺭﺍﺕ ﺘﺩﺭﻴﺒﻴﺔ ﻟﻠﻌﺎﻤﻠﻴﻥ ﺒﺸﻜل ﻤﺴﺘﻤﺭ"، ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻻﺨﻴﺭﺓ، ﻭﻴﺩل ﺫﻟﻙ‬ ‫ﻋﻠﻰ ﺇﻫﺘﻤﺎﻡ ﺍﻟﺸﺭﻜﺔ ﻭﺍﻋﺘﻤﺎﺩﻫﺎ ﻋﻠﻰ ﻤﻌﺎﻴﻴﺭ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻌﺎﻟﻤﻴﺔ ﻓﻲ ﺘﻘﻴﻴﻡ ﻤﺸﺎﺭﻴﻌﻬﺎ،‬ ‫ﻭﻀﻌﻔ ﹰ ﻓﻲ ﺍﻫﺘﻤﺎﻡ ﺍﻟﺸﺭﻜﺔ ﺒﻌﻘﺩ ﺩﻭﺭﺍﺕ ﺘﺩﺭﻴﺒﻴﺔ ﻟﻠﻌﺎﻤﻠﻴﻥ ﺒﺸﻜل ﻤﺴﺘﻤﺭ.‬ ‫ﺎ‬ ‫3- ﻤﻥ ﺒﻴﻥ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺜﻤﺎﻨﻴﺔ ﺍﻟﻤﺸﻤﻭﻟﺔ ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺤﺎﺯ ﻭﺍﺤﺩ ﻓﻘﻁ ﺒﻨـﺴﺒﺔ 5.21%‬ ‫ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺭﺘﻔﻌﺔ، ﻭﺴﺒﻌﺔ ﺒﻨﺴﺒﺔ 5.78% ﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺘﻭﺴـﻁﺔ، ﻭﻴـﺩل‬ ‫ﻋﻠﻰ‬

‫ﺫﻟﻙ ﺃﻥ ﺍﻟﺠﻭﺩﺓ ﺒﺤﺎﺠﺔ ﺇﻟﻰ ﺍﻟﻤﺯﻴﺩ ﻤﻥ ﺍﻻﻫﺘﻤﺎﻡ ﻭﺍﻟﺘﺄﻜﻴﺩ ﻋﻠﻰ ﺩﻭﺭﻫﺎ.‬ ‫ﺠﺩﻭل )51(‬ ‫ﻋﻥ ﺍﻟﺠﻭﺩﺓ‬
‫ﺍﻟﻤﻭﺍﻓﻘﺔ‬ ‫ﺩﺭﺠﺔ‬ ‫ﻤﺴﺘﻭﻯ‬ ‫ﺍﻻﻫﻤﻴﺔ‬ ‫8‬ ‫ﺍﻹﻨﺤﺭﺍﻑ‬ ‫ﺍﻟﻤﻌﻴﺎﺭﻱ‬
‫98.0‬

‫ﺍﻟﻤﺘﻭﺴﻁﺎﺕ ﺍﻟﺤﺴﺎﺒﻴﺔ ﻭﺍﻻﻨﺤﺭﺍﻓﺎﺕ ﺍﻟﻤﻌﻴﺎﺭﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺍﻟﻤﻭﺍﻓﻘﺔ ﻹﺠﺎﺒﺎﺕ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ‬
‫ﺍﻟﻤﺘﻭﺴﻁ‬ ‫ﺍﻟﺤﺴﺎﺒﻲ‬
‫93.3‬

‫ﺍﻟﻔﻘﺭﺓ‬
‫ﺘﺤﺭﺹ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﻋﻘﺩ ﺩﻭﺭﺍﺕ ﺘﺩﺭﻴﺒﻴﺔ ﻟﻠﻌﺎﻤﻠﻴﻥ‬ ‫ﺒﺸﻜل ﻤﺴﺘﻤﺭ.‬ ‫ﺘﺅﻜﺩ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺘﻁﺒﻴﻕ ﻤﻌﺎﻴﻴﺭ ﺍﻟﺠﻭﺩﺓ ﻓـﻲ‬ ‫ﺠﻤﻴﻊ ﻤﺭﺍﺤل ﺍﻟﻤﺸﺭﻭﻉ.‬ ‫ﺘﺤﺭﺹ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﻀﺒﻁ ﺍﻟﺠﻭﺩﺓ ﻤﻥ ﺨـﻼل ﻓـﺭﻕ‬ ‫ﻤﺘﺎﺒﻌﺔ ﻤﺘﺨﺼﺼﺔ ﻟﻠﻤﺸﺭﻭﻉ.‬ ‫ﺘﺅﻜﺩ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺃﻥ ﺍﻟﺠﻭﺩﺓ ﻫﻲ ﻤـﺴﺅﻭﻟﻴﺔ ﺠﻤﺎﻋﻴـﺔ‬ ‫ﻟﻺﺩﺍﺭﻴﻴﻥ ﻭﺍﻟﻤﺼﻤﻤﻴﻥ ﻭﺍﻟﻤﻬﻨﺩﺴﻴﻥ ﻭﺍﻟﻤﺸﺭﻓﻴﻥ.‬ ‫ﺘﻘﻭﻡ ﺍﻟﺸﺭﻜﺔ ﺒﺘﺤﻘﻴﻕ ﺭﻀﺎ ﻋﻤﻼﺌﻬﺎ.‬

‫ﺍﻟﺭﻗﻡ‬
‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬

‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬

‫7‬

‫17.0‬

‫14.3‬

‫6‬

‫28.0‬

‫54.3‬

‫3‬ ‫2‬

‫38.0‬ ‫88.0‬

‫85.3‬ ‫56.3‬

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‫89‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬
‫5‬
‫18.0‬ ‫84.3‬

‫ﺘﻘﻭﻡ ﺍﻟﺸﺭﻜﺔ ﺒﺘﺨﻔﻴﺽ ﻤﻌﺩل ﺍﻷﺨﻁﺎﺀ ﻤﻥ ﺨﻼل ﺇﺨﺘﻴﺎﺭ‬ ‫ﺫﻭﻱ ﺍﻟﻜﻔﺎﺀﺍﺕ ﺍﻟﻌﺎﻟﻴﺔ.‬ ‫ﺘﺅﻜﺩ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺇﺴﺘﺨﺩﺍﻡ ﺃﺤﺩﺙ ﺍﻟﺘﻘﻨﻴﺎﺕ ﻭﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﺤﻔﺎﻅ ﹰ ﻋﻠﻰ ﺍﻟﺠﻭﺩﺓ ﻭﺨﻔﺽ ﺍﻟﻜﻠﻔﺔ.‬ ‫ﺎ‬ ‫ﺘﻌﺘﻤﺩ ﺍﻟﺸﺭﻜﺔ ﻤﻌﺎﻴﻴﺭ ﺍﻟﺠـﻭﺩﺓ ﺍﻟﻌﺎﻟﻤﻴـﺔ ﻓـﻲ ﺘﻘﻴـﻴﻡ‬ ‫ﻤﺸﺎﺭﻴﻌﻬﺎ.‬ ‫ﺍﻟﻤﺘﻭﺴﻁ ﺍﻟﺤﺴﺎﺒﻲ ﻭﺍﻻﻨﺤﺭﺍﻑ ﺍﻟﻤﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬

‫6‬ ‫7‬ ‫8‬

‫4‬

‫99.0‬

‫55.3‬

‫1‬

‫68.0‬

‫86.3‬

‫26.0‬

‫25.3‬

‫ﺒﻤﻁﺎﻟﻌﺔ ﺒﻴﺎﻨﺎﺕ ﺍﻟﺠﺩﻭل )61( ﻴﺘﻀﺢ ﻤﺎ ﻴﻠﻲ:‬ ‫ﺎ‬ ‫ﺃﻥ ﻤﺠﻤل ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﻭﻫﻭ ﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﻜﻤﺎ ﻫﻭ ﻤﻭﻀﺢ ﺒﺎﻟﺠﺩﻭل )61( ﻭﺴﻁﹰ‬ ‫ﺤﺴﺎﺒﻴ ﹰ ﻋﺎﻡ ﺒﻠﻎ )87.3( ﻭﺒﺎﻨﺤﺭﺍﻑ ﻤﻌﻴﺎﺭﻱ ﻋﺎﻡ )17.0(.‬ ‫ﺎ‬ ‫2- ﺃﻤﺎ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﻔﺭﻋﻴﺔ ﻟﻬﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺩﺭﺠﺔ ﺍﻟﻤﻭﺍﻓﻘﺔ ﺒﻴﻥ )89.3(‬ ‫ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )7( "ﺘﺴﻬﻡ ﺠﻤﺎﻟﻴﺔ ﺘﺼﻤﻴﻡ ﺍﻟﻤﺸﺎﺭﻴﻊ ﻓﻲ ﺯﻴﺎﺩﺓ ﺇﻗﺒﺎل ﺍﻟﻌﻤﻼﺀ ﻋﻠﻰ‬ ‫ﺍﻟﺸﺭﻜﺔ." ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻻﻭﻟﻰ، ﻭ )95.3( ﻟﻠﻌﻨﺼﺭ ﺭﻗﻡ )8( " ﺘﻌﺘﻤﺩ ﺍﻟﺸﺭﻜﺔ‬ ‫ﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻤﺅﺸﺭﹰ ﻋﻠﻰ ﻨﺠﺎﺡ ﻤﺸﺎﺭﻴﻌﻬﺎ." ﻭﺍﻟﻌﻨﺼﺭ ﺭﻗﻡ )6( " ﺘﻘﻭﻡ ﺍﻟﺸﺭﻜﺔ‬ ‫ﺍ‬ ‫ﺒﺘﺨﻔﻴﺽ ﻤﻌﺩل ﺍﻷﺨﻁﺎﺀ ﻤﻥ ﺨﻼل ﺇﺨﺘﻴﺎﺭ ﺫﻭﻱ ﺍﻟﻜﻔﺎﺀﺍﺕ ﺍﻟﻌﺎﻟﻴﺔ" ، ﺍﻟﺫﺍﻥ ﺍﺤﺘﻼ‬ ‫ﺍﻟﻤﺭﺘﺒﺔ ﺍﻻﺨﻴﺭﺓ، ﻭﻴﺩل ﺫﻟﻙ ﻋﻠﻰ ﻀﻌﻑ ﺇﺩﺭﺍﻙ ﻟﺩﻭﺭ ﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﻨﺠﺎﺡ‬ ‫ﺍﻟﻤﺸﺎﺭﻴﻊ، ﻭﻜﺫﻟﻙ ﻀﻌﻔ ﹰ ﻋﻨﺩ ﻗﻴﺎﻡ ﺍﻟﺸﺭﻜﺔ ﺒﺘﺨﻔﻴﺽ ﻤﻌﺩل ﺍﻷﺨﻁﺎﺀ ﻤﻥ ﺨﻼل ﺇﺨﺘﻴﺎﺭ‬ ‫ﺎ‬ ‫ﺫﻭﻱ ﺍﻟﻜﻔﺎﺀﺍﺕ ﺍﻟﻌﺎﻟﻴﺔ.‬
‫1-‬

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‫99‬ ‫ﻤﻥ ﺒﻴﻥ ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﺜﻤﺎﻨﻴﺔ ﺍﻟﻤﺸﻤﻭﻟﺔ ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺤﻭﺭ ﺤﺎﺯ ﺴﺒﻌﺔ ﺒﻨـﺴﺒﺔ 5.78%‬ ‫ﻤﻭﺍﻓﻘﺔ ﻤﺭﺘﻔﻌﺔ، ﻭﻋﻠﻰ ﻭﺍﺤﺩ ﻓﻘﻁ ﺒﻨﺴﺒﺔ 5.21%ﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘـﺔ ﻤﺘﻭﺴـﻁﺔ،‬ ‫3-‬ ‫ﺩﺭﺠﺔ‬

‫ﻭﻴﺩل ﺫﻟﻙ ﻋﻠﻰ ﺘﺄﻜﻴﺩ ﺩﻭﺭ ﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺇﺒﺭﺍﺯ ﺍﻟﺘﺼﻤﻴﻡ ﻀﻤﻥ ﻤﺸﺎﺭﻴﻊ ﺍﻟﺸﺭﻜﺎﺕ.‬ ‫ﺍﻟﻤﺘﻭﺴﻁﺎﺕ ﺍﻟﺤﺴﺎﺒﻴﺔ ﻭﺍﻻﻨﺤﺭﺍﻓﺎﺕ ﺍﻟﻤﻌﻴﺎﺭﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺍﻟﻤﻭﺍﻓﻘﺔ ﻹﺠﺎﺒﺎﺕ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ‬ ‫ﻋﻥ ﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ‬
‫ﺩﺭﺠﺔ‬ ‫ﺍﻟﻤﻭﺍﻓﻘﺔ‬ ‫ﻤﺴﺘﻭﻯ‬ ‫ﺍﻷﻫﻤﻴﺔ‬ ‫3‬ ‫2‬ ‫ﺍﻻﻨﺤﺭﺍﻑ‬ ‫ﺍﻟﻤﻌﻴﺎﺭﻱ‬
‫58.0‬

‫ﺠﺩﻭل )61(‬

‫ﺍﻟﻤﺘﻭﺴﻁ‬ ‫ﺍﻟﺤﺴﺎﺒﻲ‬
‫58.3‬

‫ﺍﻟﻔﻘﺭﺓ‬
‫ﺘﺤﺭﺹ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺘﻘﺩﻴﻡ ﻤﺸﺎﺭﻴﻊ ﺫﺍﺕ ﺠﻤﺎﻟﻴﺔ ﻋﺎﻟﻴﺔ.‬ ‫ﺘﺅﻜﺩ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺇﺭﻀﺎﺀ ﻋﻤﻼﺌﻬﺎ ﺒﺘﺤﻘﻴﻕ ﻤﺸﺎﺭﻴﻊ‬ ‫ﺫﺍﺕ ﺠﻤﺎﻟﻴﺔ ﻋﺎﻟﻴﺔ.‬ ‫ﺘﺤﺭﺹ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺍﻟﻘﻴﻤﺔ ﺍﻟﺠﻤﺎﻟﻴﺔ ﻋﻨﺩ ﺒﺩﺍﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻷﻱ ﻤﺸﺭﻭﻉ .‬ ‫ﺘﺩﺭﻙ ﺍﻟﺸﺭﻜﺔ ﺃﻥ ﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻤﺎ ﻫﻲ ﺇﻻ ﻨﺘﻴﺠﺔ‬ ‫ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ.‬ ‫ﺘﺩﺭﻙ ﺍﻟﺸﺭﻜﺔ ﺃﻥ ﺍﻟﺠﻭﺩﺓ ﻤﻜﻤﻠﺔ ﻟﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺘﻘﺩﻡ ﺍﻟﺸﺭﻜﺔ ﻨﻤﺎﺫﺝ ﺃﻭﻟﻴﺔ ﻟﻠﻌﻤﻼﺀ ﺒﺄﺤﺩﺙ ﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬ ‫ﻟﺘﺒﺭﺯ ﺠﻤﺎﻟﻴﺔ ﺍﻟﻤﺸﺭﻭﻉ ﻗﺒل ﺘﻨﻔﻴﺫﻩ.‬ ‫ﺘﺴﻬﻡ ﺠﻤﺎﻟﻴﺔ ﺘﺼﻤﻴﻡ ﺍﻟﻤﺸﺎﺭﻴﻊ ﻓﻲ ﺯﻴﺎﺩﺓ ﺇﻗﺒﺎل ﺍﻟﻌﻤﻼﺀ‬ ‫ﻋﻠﻰ ﺍﻟﺸﺭﻜﺔ.‬ ‫ﺘﻌﺘﻤﺩ ﺍﻟﺸﺭﻜﺔ ﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻤﺅﺸﺭﹰ ﻋﻠﻰ ﻨﺠﺎﺡ‬ ‫ﺍ‬ ‫ﻤﺸﺎﺭﻴﻌﻬﺎ.‬ ‫ﺍﻟﻤﺘﻭﺴﻁ ﺍﻟﺤﺴﺎﺒﻲ ﻭﺍﻻﻨﺤﺭﺍﻑ ﺍﻟﻤﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬

‫ﺍﻟﺭﻗﻡ‬
‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬

‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬

‫98.0‬

‫49.3‬

‫4‬

‫68.0‬

‫28.3‬

‫6‬ ‫5‬ ‫7‬

‫39.0‬ ‫87.0‬ ‫79.0‬

‫76.3‬ ‫08.3‬ ‫95.3‬

‫1‬

‫29.0‬

‫89.3‬

‫7‬

‫48.0‬

‫95.3‬

‫17.0‬

‫87.3‬

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‫001‬

‫4-3 اﺧﺘﺒﺎر اﻟﻔﺮﺿﯿﺎت‬
‫ﺘﻡ ﻓﻲ ﻫﺫﺍ ﺍﻟﺠﺎﻨﺏ ﺍﺨﺘﺒﺎﺭ ﻓﺭﻀﻴﺎﺕ ﺍﻟﺩﺭﺍﺴﺔ، ﻤﻥ ﺨﻼل ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﺴﻠﻭﺏ‬ ‫ﺍﻹﺤﺼﺎﺌﻲ ﺍﻟﻤﻨﺎﺴﺏ، ﻭﺍﻟﺘﻲ ﺘﻡ ﺼﻴﺎﻏﺘﻬﺎ ﻋﻠﻰ ﺃﺴﺎﺱ ﻤﺸﻜﻠﺔ ﺍﻟﺩﺭﺍﺴﺔ ﻭﺃﺴﺌﻠﺘﻬﺎ، ﻭﺫﻟﻙ ﻜﻤﺎ‬ ‫ﻴﻠﻲ:‬

‫اﻟﻔﺮﺿﯿﺔ اﻟﺮﺋﯿﺴﺔ اﻷوﻟﻰ‬
‫1-0‪ :H‬ﻻ ﺗﻮﺟﺪ ﻋﻼﻗﺔ ذات دﻻﻟ ﺔ إﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ إدارة اﻟﺘ ﺼﻤﯿﻢ ﻓ ﻲ اﻟﻤ ﺴﺘﻮى اﻻﺳ ﺘﺮاﺗﯿﺠﻲ‬ ‫وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟ ﺔ ﻣﻌﻨﻮﯾ ﺔ )50.0( ﻓﺄﻗ ﻞ. ﻭﻴﺘﻔﺭﻉ ﻋﻨﻬـﺎ‬ ‫ﺍﻟﻔﺭﻀﻴﺎﺕ ﺍﻟﻔﺭﻋﻴﺔ ﺍﻟﺘﺎﻟﻴﺔ:‬

‫اﻟﻔﺮﺿﯿﺔ اﻟﻔﺮﻋﯿﺔ اﻷوﻟﻰ :‬ ‫1-1-0‪ :H‬ﻻ ﺗﻮﺟ ﺪ ﻋﻼﻗ ﺔ ذات دﻻﻟ ﺔ إﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ ﻣﻔﮭ ﻮم اﻟﺮﺳ ﺎﻟﺔ وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬ ‫ﻻﺨﺘﺒﺎﺭ ﻫﺫﻩ ﺍﻟﻔﺭﻀﻴﺔ ﺍﺴﺘﺨﺩﻤﺕ ﺍﻟﺒﺎﺤﺜﺔ ﺃﺴﻠﻭﺏ ﺘﺤﻠﻴل ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﺨﻁـﻲ ﺍﻟﺒـﺴﻴﻁ‬ ‫ﻻﻴﺠﺎﺩ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﻤﻔﻬﻭﻡ ﺍﻟﺭﺴﺎﻟﺔ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻭﻜﻤﺎ ﻫﻭ ﻤﻭﻀﺢ ﻓـﻲ‬ ‫ﺍﻟﺠﺩﻭل )71(.‬

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‫101‬ ‫ﺠﺩﻭل )71(‬ ‫ﺘﺤﻠﻴل ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﺒﺴﻴﻁ ﻟﻠﻌﻼﻗﺔ ﺒﻴﻥ ﻤﻔﻬﻭﻡ ﺍﻟﺭﺴﺎﻟﺔ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻣﻌﺎﻣﻞ ﻣﺴﺘﻮى‬ ‫اﻻﻧﺤﺪار اﻟﺪﻻﻟﺔ‬
‫000.0‬ ‫028.0‬ ‫*.‪Sig‬‬ ‫‪β‬‬ ‫‪F‬‬

‫اﻟﻤﺤﺴﻮ‬ ‫ﺑﺔ‬
‫361.552‬

‫)‪(R square‬‬ ‫ﻣﻌﺎﻣﻞ‬ ‫اﻟﺘﺤﺪﯾﺪ‬
‫17.0‬

‫)‪(R‬‬ ‫اﻻرﺗﺒﺎط‬
‫87.0‬

‫اﻟﺒﯿﺎن‬ ‫ﻤﻔﻬﻭﻡ ﺍﻟﺭﺴﺎﻟﺔ ﻭﺘﺤﻘﻴﻕ‬ ‫ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

‫* ﻴﻜﻭﻥ ﺍﻻﺭﺘﺒﺎﻁ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ )‪(0.05 ≥ α‬‬

‫ﻴﻭﻀﺢ ﺍﻟﺠﺩﻭل )71( ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺍﻟﺭﺴﺎﻟﺔ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ. ﺤﻴﺙ‬ ‫ﺃﻅﻬﺭﺕ ﻨﺘﺎﺌﺞ ﺍﻟﺘﺤﻠﻴل ﺍﻹﺤﺼﺎﺌﻲ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺍﺭﺘﺒﺎﻁ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺍﻟﺭﺴﺎﻟﺔ‬
‫ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﺇﺫﺍ ﺒﻠﻎ ﻤﻌﺎﻤل ﺍﻻﺭﺘﺒﺎﻁ )87.0( ﻋﻨﺩ ﻤﺴﺘﻭﻯ ) ≥ 50.0‬

‫‪ ،(α‬ﻭﺒﻤﻌﺎﻤل ﺘﺤﺩﻴﺩ ﺒﻠﻎ )17.0(، ﺃﻱ ﺃﻥ ﻤﺎ ﻗﻴﻤﺘﻪ )17.0( ﻤﻥ ﺍﻟﺘﻐﻴﺭﺍﺕ ﻓﻲ ﺍﻟﻤﻴﺯﺓ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻨﺎﺘﺞ ﻋﻥ ﺍﻟﺘﻐﻴﺭ ﻓﻲ ﺍﻟﺭﺴﺎﻟﺔ، ﻜﻤﺎ ﺒﻠﻐﺕ ﻗﻴﻤﺔ ﺩﺭﺠﺔ ﺍﻟﺘﺄﺜﻴﺭ )028.0(، ﻭﻫﺫﺍ ﻴﻌﻨﻰ‬ ‫ﺃﻥ ﺍﻟﺯﻴﺎﺩﺓ ﺒﻘﻴﻤﺔ ﻭﺍﺤﺩﺓ ﻓﻲ ﺍﻟﺭﺴﺎﻟﺔ ﻴﺅﺩﻱ ﺇﻟﻰ ﺯﻴﺎﺩﺓ ﻓﻲ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺒﻘﻴﻤﺔ )028.0(.‬ ‫ﻭﺘﺅﻜﺩ ﻤﻌﻨﻭﻴﺔ ﻫﺫﻩ ﺍﻟﻌﻼﻗﺔ ﻗﻴﻤﺔ ‪ F‬ﺍﻟﻤﺤﺴﻭﺒﺔ ﻭﺍﻟﺘﻲ ﺒﻠﻐﺕ )361.552( ﻭﻫﻲ ﺩﺍﻟﺔ ﻋﻨﺩ‬ ‫ﻤﺴﺘﻭﻯ )‪ ،(0.05 ≥ α‬ﻭﻫﺫﺍ ﻴﺅﻜﺩ ﺼﺤﺔ ﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﻔﺭﻋﻴﺔ ﺍﻻﻭﻟﻰ، ﻭﻋﻠﻴﻪ ﺘﺭﻓﺽ‬ ‫ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﻌﺩﻤﻴﺔ )ﺍﻟﺼﻔﺭﻴﺔ( ﻭﺘﻘﺒل ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺒﺩﻴﻠﺔ ﻭﺍﻟﺘﻲ ﺘﻨﺹ ﻋﻠﻰ:‬ ‫وﺟﻮد ﻋﻼﻗﺔ ذات دﻻﻟﺔ إﺣﺼﺎﺋﯿﺔ ﺑﯿﻦ ﻣﻔﮭﻮم اﻟﺮﺳﺎﻟﺔ وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ‬ ‫ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬

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‫201‬ ‫اﻟﻔﺮﺿﯿﺔ اﻟﻔﺮﻋﯿﺔ اﻟﺜﺎﻧﯿﺔ :‬ ‫2-1-0‪ :H‬ﻻ ﺗﻮﺟﺪ ﻋﻼﻗﺔ ذات دﻻﻟﺔ إﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ ﻃﺒﯿﻌ ﺔ اﻟ ﺴﯿﺎﺳﺎت وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬ ‫ﻻﺨﺘﺒﺎﺭ ﻫﺫﻩ ﺍﻟﻔﺭﻀﻴﺔ ﺍﺴﺘﺨﺩﻤﺕ ﺍﻟﺒﺎﺤﺜﺔ ﺃﺴﻠﻭﺏ ﺘﺤﻠﻴل ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﺨﻁـﻲ ﺍﻟﺒـﺴﻴﻁ‬ ‫ﻹﻴﺠﺎﺩ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﻁﺒﻴﻌﺔ ﺍﻟﺴﻴﺎﺴﺎﺕ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻭﻜﻤﺎ ﻫﻭ ﻤﻭﻀـﺢ‬ ‫ﻓﻲ ﺍﻟﺠﺩﻭل )81(.‬ ‫ﺠﺩﻭل )81(‬ ‫ﺘﺤﻠﻴل ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﺒﺴﻴﻁ ﻟﻠﻌﻼﻗﺔ ﺒﻴﻥ ﻁﺒﻴﻌﺔ ﺍﻟﺴﻴﺎﺴﺎﺕ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬
‫*.‪Sig‬‬ ‫‪β‬‬ ‫‪F‬‬

‫ﻣﻌﺎﻣﻞ ﻣﺴﺘﻮى‬ ‫اﻹﻧﺤﺪار اﻟﺪﻻﻟﺔ‬
‫000.0‬ ‫297.0‬

‫اﻟﻤﺤﺴﻮ‬ ‫ﺑﺔ‬
‫288.391‬

‫)‪(R square‬‬ ‫ﻣﻌﺎﻣﻞ‬ ‫اﻟﺘﺤﺪﯾﺪ‬
‫45.0‬

‫)‪(R‬‬ ‫اﻻرﺗﺒﺎط‬
‫47.0‬

‫اﻟﺒﯿﺎن‬ ‫ﻁﺒﻴﻌﺔ ﺍﻟﺴﻴﺎﺴﺎﺕ ﻭﺘﺤﻘﻴﻕ‬ ‫ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

‫* ﻴﻜﻭﻥ ﺍﻻﺭﺘﺒﺎﻁ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ )‪(0.05 ≥ α‬‬

‫ﻴﻭﻀﺢ ﺍﻟﺠﺩﻭل )81( ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﻁﺒﻴﻌﺔ ﺍﻟﺴﻴﺎﺴﺎﺕ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ. ﺤﻴﺙ ﺃﻅﻬﺭﺕ ﻨﺘﺎﺌﺞ ﺍﻟﺘﺤﻠﻴل ﺍﻹﺤﺼﺎﺌﻲ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺍﺭﺘﺒﺎﻁ ﺫﺍﺕ ﺩﻻﻟﺔ‬ ‫ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺍﻟﺴﻴﺎﺴﺎﺕ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﺇﺫﺍ ﺒﻠﻎ ﻤﻌﺎﻤل ﺍﻹﺭﺘﺒﺎﻁ )47.0(‬ ‫ﻋﻨﺩ ﻤﺴﺘﻭﻯ )‪ ،(0.05 ≥ α‬ﻭﺒﻤﻌﺎﻤل ﺘﺤﺩﻴﺩ ﺒﻠﻎ )45.0(، ﺃﻱ ﺃﻥ ﻤﺎ ﻗﻴﻤﺘﻪ )45.0( ﻤﻥ‬ ‫ﺍﻟﺘﻐﻴﺭﺍﺕ ﻓﻲ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻨﺎﺘﺞ ﻋﻥ ﺍﻟﺘﻐﻴﺭ ﻓﻲ ﺍﻟﺴﻴﺎﺴﺎﺕ، ﻜﻤﺎ ﺒﻠﻐﺕ ﻗﻴﻤﺔ ﺩﺭﺠﺔ ﺍﻟﺘﺄﺜﻴﺭ‬ ‫)297.0(، ﻭﻫﺫﺍ ﻴﻌﻨﻰ ﺃﻥ ﺍﻟﺯﻴﺎﺩﺓ ﺒﻘﻴﻤﺔ ﻭﺍﺤﺩﺓ ﻓﻲ ﺍﻟﺴﻴﺎﺴﺎﺕ ﻴﺅﺩﻱ ﺇﻟﻰ ﺯﻴﺎﺩﺓ ﻓﻲ ﺍﻟﻤﻴﺯﺓ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺒﻘﻴﻤﺔ )297.0(. ﻭﺘﺅﻜﺩ ﻤﻌﻨﻭﻴﺔ ﻫﺫﻩ ﺍﻟﻌﻼﻗﺔ ﻗﻴﻤﺔ ‪ F‬ﺍﻟﻤﺤﺴﻭﺒﺔ ﻭﺍﻟﺘﻲ ﺒﻠﻐﺕ‬

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‫301‬ ‫)288.391( ﻭﻫﻲ ﺩﺍﻟﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ )‪ ،(0.05 ≥ α‬ﻭﻫﺫﺍ ﻴﺅﻜﺩ ﺼﺤﺔ ﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ‬ ‫ﺍﻟﻔﺭﻋﻴﺔ ﺍﻟﺜﺎﻨﻴﺔ، ﻭﻋﻠﻴﻪ ﺘﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﻌﺩﻤﻴﺔ )ﺍﻟﺼﻔﺭﻴﺔ( ﻭﺘﻘﺒل ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺒﺩﻴﻠﺔ ﻭﺍﻟﺘﻲ‬ ‫ﺘﻨﺹ ﻋﻠﻰ:‬ ‫وﺟﻮد ﻋﻼﻗﺔ ذات دﻻﻟﺔ إﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ ﻃﺒﯿﻌ ﺔ اﻟ ﺴﯿﺎﺳﺎت وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة اﻟﺘﻨﺎﻓ ﺴﯿﺔ‬ ‫ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬

‫اﻟﻔﺮﺿﯿﺔ اﻟﺮﺋﯿﺴﺔ اﻟﺜﺎﻧﯿﺔ‬

‫2-0‪ :H‬ﻻ ﺗﻮﺟ ﺪ ﻋﻼﻗ ﺔ ذات دﻻﻟ ﺔ اﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ إدارة اﻟﺘ ﺼﻤﯿﻢ ﻓ ﻲ اﻟﻤ ﺴﺘﻮى اﻟﺘﻜﺘﯿﻜ ﻲ‬ ‫)اﻷﻋﻤ ﺎل ( وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة اﻟﺘﻨﺎﻓ ﺴﯿﺔ ﻋﻨ ﺪ ﻣ ﺴﺘﻮى دﻻﻟ ﺔ ﻣﻌﻨﻮﯾ ﺔ )50.0( ﻓﺄﻗ ﻞ.‬ ‫ﻭﻴﺘﻔﺭﻉ ﻤﻨﻬﺎ ﺍﻟﻔﺭﻀﻴﺎﺕ ﺍﻟﻔﺭﻋﻴﺔ ﺍﻟﺘﺎﻟﻴﺔ:‬ ‫اﻟﻔﺮﺿﯿﺔ اﻟﻔﺮﻋﯿﺔ اﻷوﻟﻰ :‬ ‫1-2-0‪ :H‬ﻻ ﺗﻮﺟ ﺪ ﻋﻼﻗ ﺔ ذات دﻻﻟ ﺔ اﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ أﻧﻈﻤ ﺔ اﻟﺘ ﺼﻤﯿﻢ وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬ ‫ﻻﺨﺘﺒﺎﺭ ﻫﺫﻩ ﺍﻟﻔﺭﻀﻴﺔ ﺇﺴﺘﺨﺩﻤﺕ ﺍﻟﺒﺎﺤﺜﺔ ﺃﺴﻠﻭﺏ ﺘﺤﻠﻴل ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﺨﻁﻲ ﺍﻟﺒﺴﻴﻁ ﻹﻴﺠﺎﺩ‬ ‫ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻭﻜﻤﺎ ﻫﻭ ﻤﻭﻀﺢ ﻓﻲ ﺍﻟﺠﺩﻭل‬ ‫)91(.‬

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‫401‬ ‫ﺠﺩﻭل )91(‬ ‫ﺘﺤﻠﻴل ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﺒﺴﻴﻁ ﻟﻠﻌﻼﻗﺔ ﺒﻴﻥ ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻣﻌﺎﻣﻞ ﻣﺴﺘﻮى‬ ‫اﻹﻧﺤﺪار اﻟﺪﻻﻟﺔ‬
‫000.0‬ ‫339.0‬ ‫*.‪Sig‬‬ ‫‪β‬‬ ‫‪F‬‬

‫اﻟﻤﺤﺴﻮ‬ ‫ﺑﺔ‬
‫034.673‬

‫)‪(R square‬‬ ‫ﻣﻌﺎﻣﻞ‬ ‫اﻟﺘﺤﺪﯾﺪ‬
‫07.0‬

‫)‪(R‬‬ ‫اﻻرﺗﺒﺎط‬
‫38.0‬

‫اﻟﺒﯿﺎن‬ ‫ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ‬ ‫ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

‫* ﻴﻜﻭﻥ ﺍﻻﺭﺘﺒﺎﻁ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ )‪(0.05 ≥ α‬‬

‫ﻴﻭﻀﺢ ﺍﻟﺠﺩﻭل )91( ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ. ﺤﻴﺙ ﺃﻅﻬﺭﺕ ﻨﺘﺎﺌﺞ ﺍﻟﺘﺤﻠﻴل ﺍﻹﺤﺼﺎﺌﻲ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺍﺭﺘﺒﺎﻁ ﺫﺍﺕ ﺩﻻﻟﺔ‬ ‫ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﺇﺫﺍ ﺒﻠﻎ ﻤﻌﺎﻤل ﺍﻹﺭﺘﺒﺎﻁ‬ ‫)38.0( ﻋﻨﺩ ﻤﺴﺘﻭﻯ )‪ ،(0.05 ≥ α‬ﻭﺒﻤﻌﺎﻤل ﺘﺤﺩﻴﺩ ﺒﻠﻎ )07.0(، ﺃﻱ ﺃﻥ ﻤﺎ ﻗﻴﻤﺘﻪ )07.0(‬ ‫ﻤﻥ ﺍﻟﺘﻐﻴﺭﺍﺕ ﻓﻲ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻨﺎﺘﺞ ﻋﻥ ﺍﻟﺘﻐﻴﺭ ﻓﻲ ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ، ﻜﻤﺎ ﺒﻠﻐﺕ ﻗﻴﻤﺔ‬ ‫ﺩﺭﺠﺔ ﺍﻟﺘﺄﺜﻴﺭ )339.0(، ﻭﻫﺫﺍ ﻴﻌﻨﻰ ﺃﻥ ﺍﻟﺯﻴﺎﺩﺓ ﺒﻘﻴﻤﺔ ﻭﺍﺤﺩﺓ ﻓﻲ ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻴﺅﺩﻱ ﺇﻟﻰ‬
‫)339.0(. ﻭﺘﺅﻜﺩ ﻤﻌﻨﻭﻴﺔ ﻫﺫﻩ ﺍﻟﻌﻼﻗﺔ ﻗﻴﻤﺔ ‪F‬‬

‫ﺯﻴﺎﺩﺓ ﻓﻲ ﻓﻲ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺒﻘﻴﻤﺔ‬

‫ﺍﻟﻤﺤﺴﻭﺒﺔ ﻭﺍﻟﺘﻲ ﺒﻠﻐﺕ )034.673( ﻭﻫﻲ ﺩﺍﻟﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ )‪ ،(0.05 ≥ α‬ﻭﻫﺫﺍ ﻴﺅﻜﺩ ﺼﺤﺔ‬ ‫ﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﻔﺭﻋﻴﺔ ﺍﻻﻭﻟﻰ، ﻭﻋﻠﻴﻪ ﺘﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﻌﺩﻤﻴﺔ )ﺍﻟﺼﻔﺭﻴﺔ( ﻭﺘﻘﺒل‬ ‫ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺒﺩﻴﻠﺔ ﻭﺍﻟﺘﻲ ﺘﻨﺹ ﻋﻠﻰ:‬ ‫وﺟﻮد ﻋﻼﻗﺔ ذات دﻻﻟﺔ اﺣﺼﺎﺋﯿﺔ ﺑﯿﻦ أﻧﻈﻤﺔ اﻟﺘﺼﻤﯿﻢ وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬

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‫501‬ ‫اﻟﻔﺮﺿﯿﺔ اﻟﻔﺮﻋﯿﺔ اﻟﺜﺎﻧﯿﺔ :‬ ‫2-2-0‪ :H‬ﻻ ﺗﻮﺟﺪ ﻋﻼﻗ ﺔ ذات دﻻﻟ ﺔ إﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ ﻋﻤﻠﯿ ﺎت اﻟﺘ ﺼﻤﯿﻢ وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬ ‫ﻻﺨﺘﺒﺎﺭ ﻫﺫﻩ ﺍﻟﻔﺭﻀﻴﺔ ﺍﺴﺘﺨﺩﻤﺕ ﺍﻟﺒﺎﺤﺜﺔ ﺃﺴﻠﻭﺏ ﺘﺤﻠﻴل ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﺨﻁـﻲ ﺍﻟﺒـﺴﻴﻁ‬ ‫ﻹﻴﺠﺎﺩ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻭﻜﻤﺎ ﻫﻭ ﻤﻭﻀﺢ ﻓـﻲ‬ ‫ﺍﻟﺠﺩﻭل )02(.‬ ‫ﺠﺩﻭل )02(‬

‫ﺘﺤﻠﻴل ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﺒﺴﻴﻁ ﻟﻠﻌﻼﻗﺔ ﺒﻴﻥ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬
‫*.‪Sig‬‬

‫ﻣﻌﺎﻣﻞ ﻣﺴﺘﻮى‬ ‫اﻹﻧﺤﺪار اﻟﺪﻻﻟﺔ‬
‫000.0*‬ ‫297.0‬

‫‪β‬‬

‫‪F‬‬

‫اﻟﻤﺤﺴﻮ‬ ‫ﺑﺔ‬
‫729.043‬

‫)‪(R square‬‬ ‫ﻣﻌﺎﻣﻞ‬ ‫اﻟﺘﺤﺪﯾﺪ‬
‫76.0‬

‫)‪(R‬‬ ‫اﻻرﺗﺒﺎط‬
‫28.0‬

‫اﻟﺒﯿﺎن‬ ‫ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ‬ ‫ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

‫* ﻴﻜﻭﻥ ﺍﻻﺭﺘﺒﺎﻁ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ )‪(0.05 ≥ α‬‬

‫ﻴﻭﻀﺢ ﺍﻟﺠﺩﻭل )02( ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ. ﺤﻴﺙ ﺃﻅﻬﺭﺕ ﻨﺘﺎﺌﺞ ﺍﻟﺘﺤﻠﻴل ﺍﻹﺤﺼﺎﺌﻲ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺍﺭﺘﺒﺎﻁ ﺫﺍﺕ ﺩﻻﻟﺔ‬ ‫ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﺇﺫﺍ ﺒﻠﻎ ﻤﻌﺎﻤل ﺍﻹﺭﺘﺒﺎﻁ‬ ‫)28.0( ﻋﻨﺩ ﻤﺴﺘﻭﻯ )‪ ،(0.05 ≥ α‬ﻭﺒﻤﻌﺎﻤل ﺘﺤﺩﻴﺩ ﺒﻠﻎ )76.0(، ﺃﻱ ﺃﻥ ﻤﺎ ﻗﻴﻤﺘﻪ )76.0(‬ ‫ﻤﻥ ﺍﻟﺘﻐﻴﺭﺍﺕ ﻓﻲ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻨﺎﺘﺞ ﻋﻥ ﺍﻟﺘﻐﻴﺭ ﻓﻲ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ، ﻜﻤﺎ ﺒﻠﻐﺕ ﻗﻴﻤﺔ‬ ‫ﺩﺭﺠﺔ ﺍﻟﺘﺄﺜﻴﺭ )297.0(، ﻭﻫﺫﺍ ﻴﻌﻨﻰ ﺃﻥ ﺍﻟﺯﻴﺎﺩﺓ ﺒﻘﻴﻤﺔ ﻭﺍﺤﺩﺓ ﻓﻲ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻴﺅﺩﻱ‬
‫ﺇﻟﻰ ﺯﻴﺎﺩﺓ ﻓﻲ ﻓﻲ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺒﻘﻴﻤﺔ )297.0(. ﻭﺘﺅﻜﺩ ﻤﻌﻨﻭﻴﺔ ﻫﺫﻩ ﺍﻟﻌﻼﻗﺔ ﻗﻴﻤﺔ ‪F‬‬

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‫601‬ ‫ﺍﻟﻤﺤﺴﻭﺒﺔ ﻭﺍﻟﺘﻲ ﺒﻠﻐﺕ )729.043( ﻭﻫﻲ ﺩﺍﻟﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ )‪ ،(0.05 ≥ α‬ﻭﻫﺫﺍ ﻴﺅﻜﺩ ﺼﺤﺔ‬ ‫ﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﻔﺭﻋﻴﺔ ﺍﻻﻭﻟﻰ، ﻭﻋﻠﻴﻪ ﺘﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﻌﺩﻤﻴﺔ )ﺍﻟﺼﻔﺭﻴﺔ( ﻭﺘﻘﺒل‬ ‫ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺒﺩﻴﻠﺔ ﻭﺍﻟﺘﻲ ﺘﻨﺹ ﻋﻠﻰ:‬ ‫وﺟﻮد ﻋﻼﻗﺔ ذات دﻻﻟﺔ اﺣﺼﺎﺋﯿﺔ ﺑﯿﻦ ﻋﻤﻠﯿﺎت اﻟﺘﺼﻤﯿﻢ وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬

‫اﻟﻔﺮﺿﯿﺔ اﻟﺮﺋﯿﺴﺔ اﻟﺜﺎﻟﺜﺔ‬
‫3-0‪ :H‬ﻻ ﺗﻮﺟ ﺪ ﻋﻼﻗ ﺔ ذات دﻻﻟ ﺔ اﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ إدارة اﻟﺘ ﺼﻤﯿﻢ ﻓ ﻲ اﻟﻤ ﺴﺘﻮى اﻟﺘ ﺸﻐﯿﻠﻲ‬ ‫وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣ ﺴﺘﻮى دﻻﻟ ﺔ ﻣﻌﻨﻮﯾ ﺔ )50.0( ﻓﺄﻗ ﻞ. ﻭﻴﺘﻔﺭﻉ ﻤﻨﻬـﺎ‬ ‫ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺘﺎﻟﻴﺔ:‬ ‫1-3-0‪ :H‬ﻻ ﺗﻮﺟﺪ ﻋﻼﻗﺔ ذات دﻻﻟ ﺔ اﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ اﻟﻤ ﺸﺮوع اﻟﻨﮭ ﺎﺋﻲ وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬ ‫ﻻﺨﺘﺒﺎﺭ ﻫﺫﻩ ﺍﻟﻔﺭﻀﻴﺔ ﺇﺴﺘﺨﺩﻤﺕ ﺍﻟﺒﺎﺤﺜﺔ ﺃﺴﻠﻭﺏ ﺘﺤﻠﻴل ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﺨﻁـﻲ ﺍﻟﺒـﺴﻴﻁ‬ ‫ﻹﻴﺠﺎﺩ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻭﻜﻤﺎ ﻫﻭ ﻤﻭﻀﺢ ﻓﻲ‬ ‫ﺍﻟﺠﺩﻭل )12(.‬

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‫701‬ ‫ﺠﺩﻭل )12(‬ ‫ﺘﺤﻠﻴل ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﺒﺴﻴﻁ ﻟﻠﻌﻼﻗﺔ ﺒﻴﻥ ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻣﻌﺎﻣﻞ ﻣﺴﺘﻮى‬ ‫اﻹﻧﺤﺪار اﻟﺪﻻﻟﺔ‬
‫000.0‬ ‫976.0‬ ‫*.‪Sig‬‬ ‫‪β‬‬ ‫‪F‬‬

‫اﻟﻤﺤﺴﻮ‬ ‫ﺑﺔ‬
‫338.642‬

‫)‪(R square‬‬ ‫ﻣﻌﺎﻣﻞ‬ ‫اﻟﺘﺤﺪﯾﺪ‬
‫06.0‬

‫)‪(R‬‬ ‫اﻻرﺗﺒﺎط‬
‫77.0‬

‫اﻟﺒﯿﺎن‬ ‫ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ ﻭﺘﺤﻘﻴﻕ‬ ‫ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

‫* ﻴﻜﻭﻥ ﺍﻻﺭﺘﺒﺎﻁ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ )‪(0.05 ≥ α‬‬

‫ﻴﻭﻀﺢ ﺍﻟﺠﺩﻭل )12( ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ. ﺤﻴﺙ ﺃﻅﻬﺭﺕ ﻨﺘﺎﺌﺞ ﺍﻟﺘﺤﻠﻴل ﺍﻹﺤﺼﺎﺌﻲ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺍﺭﺘﺒﺎﻁ ﺫﺍﺕ ﺩﻻﻟﺔ‬ ‫ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﺇﺫﺍ ﺒﻠﻎ ﻤﻌﺎﻤل ﺍﻹﺭﺘﺒﺎﻁ‬ ‫)77.0( ﻋﻨﺩ ﻤﺴﺘﻭﻯ )‪ ،(0.05 ≥ α‬ﻭﺒﻤﻌﺎﻤل ﺘﺤﺩﻴﺩ ﺒﻠﻎ )06.0(، ﺃﻱ ﺃﻥ ﻤﺎ ﻗﻴﻤﺘﻪ )06.0(‬ ‫ﻤﻥ ﺍﻟﺘﻐﻴﺭﺍﺕ ﻓﻲ ﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻨﺎﺘﺞ ﻋﻥ ﺍﻟﺘﻐﻴﺭ ﻓﻲ ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ ،‬ ‫ﻜﻤﺎ ﺒﻠﻐﺕ ﻗﻴﻤﺔ ﺩﺭﺠﺔ ﺍﻟﺘﺄﺜﻴﺭ )976.0(، ﻭﻫﺫﺍ ﻴﻌﻨﻰ ﺃﻥ ﺍﻟﺯﻴﺎﺩﺓ ﺒﻘﻴﻤﺔ ﻭﺍﺤﺩﺓ ﻓﻲ ﺍﻟﻤﺸﺭﻭﻉ‬ ‫ﺍﻟﻨﻬﺎﺌﻲ ﻴﺅﺩﻱ ﺇﻟﻰ ﺯﻴﺎﺩﺓ ﻓﻲ ﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺒﻘﻴﻤﺔ )976.0(. ﻭﺘﺅﻜﺩ‬ ‫ﻤﻌﻨﻭﻴﺔ ﻫﺫﻩ ﺍﻟﻌﻼﻗﺔ ﻗﻴﻤﺔ ‪ F‬ﺍﻟﻤﺤﺴﻭﺒﺔ ﻭﺍﻟﺘﻲ ﺒﻠﻐﺕ )338.642( ﻭﻫﻲ ﺩﺍﻟﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ‬ ‫)‪ ،(0.05 ≥ α‬ﻭﻫﺫﺍ ﻴﺅﻜﺩ ﺼﺤﺔ ﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﻔﺭﻋﻴﺔ ﺍﻷﻭﻟﻰ، ﻭﻋﻠﻴﻪ ﺘﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ‬ ‫ﺍﻟﻌﺩﻤﻴﺔ )ﺍﻟﺼﻔﺭﻴﺔ( ﻭﺘﻘﺒل ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺒﺩﻴﻠﺔ ﻭﺍﻟﺘﻲ ﺘﻨﺹ ﻋﻠﻰ:‬ ‫وﺟﻮد ﻋﻼﻗﺔ ذات دﻻﻟﺔ إﺣﺼﺎﺋﯿﺔ ﺑﯿﻦ اﻟﻤﺸﺮوع اﻟﻨﮭﺎﺋﻲ وﺗﺤﻘﯿﻖ اﻟﺸﺮﻛﺔ ﻟﻠﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ‬ ‫ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬

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‫801‬ ‫ﻭﺒﻨﺎﺀﹰ ﻟﻤﺎ ﺴﺒﻕ ﻴﻤﻜﻥ ﺘﻠﺨﻴﺹ ﺒﺎﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻟﺠﻤﻴﻊ ﺍﻟﻤﺤﺎﻭﺭ ﺍﻟﺘﻲ ﺘﻘـﻭﻡ ﻋﻠﻴﻬـﺎ ﺇﺩﺍﺭﺓ‬ ‫ﺍ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻭﺫﻟﻙ ﺤﺴﺏ ﺍﻟﺠﺩﻭل )22(:‬ ‫ﺎ‬ ‫ﺃﻥ ﻤﺠﻤل ﻫﺫﺍ ﺍﻟﻤﺘﻐﻴﺭ ﻭﻫﻭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻭﻜﻤﺎ ﻫﻭ ﻤﻭﻀﺢ ﺒﺎﻟﺠﺩﻭل )22( ﻭﺴﻁﹰ‬ ‫ﺤﺴﺎﺒﻴ ﹰ ﻋﺎﻡ ﺒﻠﻎ )55.3( ﻭﺒﺎﻨﺤﺭﺍﻑ ﻤﻌﻴﺎﺭﻱ ﻋﺎﻡ )96.0(.‬ ‫ﺎ‬ ‫)07.3(‬ ‫2- ﺃﻤﺎ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻟﻤﺤﺎﻭﺭ ﺍﻟﻔﺭﻋﻴﺔ ﻟﻬﺫﺍ ﺍﻟﻤﺘﻐﻴﺭ ﺩﺭﺠﺔ ﺍﻟﻤﻭﺍﻓﻘﺔ ﺒﻴﻥ‬
‫1-‬

‫ﻟﻠﻤﺤﻭﺭ "ﺍﻟﺭﺴﺎﻟﺔ"، ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻷﻭﻟﻰ، ﻭ )92.3( ﻟﻠﻤﺤﻭﺭ " ﺍﻟﺴﻴﺎﺴﺎﺕ" ،‬
‫ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻷﺨﻴﺭﺓ، ﻭﻴﺩل ﺫﻟﻙ ﻋﻠﻰ ﺃﻫﻤﻴﺔ ﺩﻭﺭ ﻤﻔﻬﻭﻡ ﺍﻟﺭﺴﺎﻟﺔ ﻓﻲ ﻋﻤل‬ ‫ﺍﻟﻤﻨﻅﻤﺎﺕ ﻭﻀﻌﻑ ﺍﻻﻫﺘﻤﺎﻡ ﺒﻁﺒﻴﻌﺔ ﺍﻟﺴﻴﺎﺴﺎﺕ ﺍﻟﺘﻲ ﻫﻲ ﺍﻟﺨﻁﻭﻁ ﺍﻟﻌﺭﻴﻀﺔ ﻷﺩﺍﺀ‬ ‫ﺍﻟﻌﻤل.‬ ‫3 - ﻤﻥ ﺒﻴﻥ ﺍﻟﻤﺤﺎﻭﺭ ﺍﻟﺨﻤﺴﺔ ﺍﻟﻤﺸﻤﻭﻟﺔ ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺘﻐﻴﺭ ﺤﺎﺯ ﻭﺍﺤﺩ ﻓﻘﻁ ﺒﻨﺴﺒﺔ 02%‬ ‫ﻤﻭﺍﻓﻘﺔ ﻤﺭﺘﻔﻌﺔ، ﻭﻋﻠﻰ ﺃﺭﺒﻌﺔ ﺒﻨﺴﺒﺔ 08% ﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺘﻭﺴﻁﺔ، ﻭﻴـﺩل‬ ‫ﺩﺭﺠﺔ‬

‫ﺫﻟﻙ ﺃﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺤﺎﺠﺔ ﺇﻟﻰ ﺍﻟﻤﺯﻴﺩ ﻤﻥ ﺍﻻﻫﺘﻤﺎﻡ ﻀﻤﻥ ﻋﻤل ﺸﺭﻜﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫ﺠﺩﻭل ﺭﻗﻡ)22(‬ ‫ﺍﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻟﻠﻤﺤﺎﻭﺭ ﺍﻟﺨﻤﺴﺔ ﺍﻟﺘﻲ ﺘﻘﻭﻡ ﻋﻠﻴﻬﺎ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ‬
‫ﺩﺭﺠﺔ‬ ‫ﺍﻟﻤﻭﺍﻓﻘﺔ‬ ‫ﻤﺴﺘﻭﻯ‬ ‫ﺍﻻﻫﻤﻴﺔ‬ ‫ﺍﻹﻨﺤﺭﺍﻑ‬ ‫ﺍﻟﻤﻌﻴﺎﺭﻱ‬ ‫ﺍﻟﻤﺘﻭﺴﻁ‬ ‫ﺍﻟﺤﺴﺎﺒﻲ‬

‫ﺍﻟﻔﻘﺭﺓ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬

‫ﺍﻟﺭﻗﻡ‬

‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬

‫1‬

‫66.0‬ ‫46.0‬

‫07.3‬

‫1‬ ‫2‬

‫4‬

‫92.3‬

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‫901‬
‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫2‬

‫26.0‬ ‫27.0‬ ‫97.0‬

‫26.3‬

‫ﺍﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ‬

‫3‬ ‫4‬ ‫5‬

‫2‬

‫26.3‬

‫3‬

‫15.3‬

‫16.0‬

‫55.3‬

‫ﺍﻟﻤﺘﻭﺴﻁ ﺍﻟﺤﺴﺎﺒﻲ ﻭﺍﻻﻨﺤﺭﺍﻑ ﺍﻟﻤﻌﻴﺎﺭﻱ‬ ‫ﺍﻟﻌﺎﻡ‬

‫ﻭﺒﻨﺎﺀﹰ ﻟﻤﺎ ﺴﺒﻕ ﻴﻤﻜﻥ ﺘﻠﺨﻴﺹ ﺒﺎﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻟﺠﻤﻴﻊ ﺍﻟﻤﺤﺎﻭﺭ ﺍﻟﺘﻲ ﺘﻘﻭﻡ ﻋﻠﻴﻬـﺎ ﺍﻟﻤﻴـﺯﺓ‬ ‫ﺍ‬ ‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻭﺫﻟﻙ ﺤﺴﺏ ﺍﻟﺠﺩﻭل )32(:‬ ‫ﺎ‬ ‫ﺃﻥ ﻤﺠﻤل ﻫﺫﺍ ﺍﻟﻤﺘﻐﻴﺭ ﻭﻫﻲ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻭﻜﻤﺎ ﻫﻭ ﻤﻭﻀﺢ ﺒﺎﻟﺠﺩﻭل )32( ﻭﺴﻁﹰ‬ ‫ﺤﺴﺎﺒﻴ ﹰ ﻋﺎﻡ ﺒﻠﻎ )25.3( ﻭﺒﺎﻨﺤﺭﺍﻑ ﻤﻌﻴﺎﺭﻱ ﻋﺎﻡ )47.0(.‬ ‫ﺎ‬ ‫)87.3(‬ ‫2- ﺃﻤﺎ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻟﻤﺤﺎﻭﺭ ﺍﻟﻔﺭﻋﻴﺔ ﻟﻬﺫﺍ ﺍﻟﻤﺘﻐﻴﺭ ﺩﺭﺠﺔ ﺍﻟﻤﻭﺍﻓﻘﺔ ﺒﻴﻥ‬
‫1-‬

‫ﻟﻠﻤﺤﻭﺭ "ﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ"، ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻷﻭﻟﻰ، ﻭ)62.3( ﻟﻠﻤﺤﻭﺭ " ﺍﻹﺒﺩﺍﻉ‬ ‫ﻭﺍﻻﺒﺘﻜﺎﺭ" ، ﺍﻟﺫﻱ ﺍﺤﺘل ﺍﻟﻤﺭﺘﺒﺔ ﺍﻷﺨﻴﺭﺓ، ﻭﻴﺩل ﺫﻟﻙ ﺘﺄﻜﻴﺩﹰ ﻋﻠﻰ ﺩﻭﺭ ﺍﻟﺠﻤﺎﻟﻴﺔ ﻓﻲ‬ ‫ﺍ‬ ‫ﺇﺒﺭﺍﺯ ﺍﻟﺘﺼﻤﻴﻡ ﻭﻀﺭﻭﺭﺓ ﺯﻴﺎﺩﺓ ﺍﻻﻫﺘﻤﺎﻡ ﻟﺩﻭﺭ ﺍﻹﺒﺩﺍﻉ ﻭﺍﻻﺒﺘﻜﺎﺭ ﻀﻤﻥ ﻋﻤل‬ ‫ﺸﺭﻜﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ.‬ ‫3 - ﻤﻥ ﺒﻴﻥ ﺍﻟﻤﺤﺎﻭﺭ ﺍﻟﺜﻼﺜﺔ ﺍﻟﻤﺸﻤﻭﻟﺔ ﻓﻲ ﻫﺫﺍ ﺍﻟﻤﺘﻐﻴﺭ ﺤﺎﺯ ﻭﺍﺤﺩ ﻓﻘﻁ ﺒﻨـﺴﺒﺔ 33%‬ ‫ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘﺔ ﻤﺭﺘﻔﻌﺔ، ﻭﻋﻠﻰ ﺃﺜﻨﻴﻥ ﺒﻨﺴﺒﺔ 66% ﻋﻠﻰ ﺩﺭﺠﺔ ﻤﻭﺍﻓﻘـﺔ ﻤﺘﻭﺴـﻁﺔ،‬ ‫ﻭﻴﺩل ﺫﻟﻙ ﺇﻟﻰ ﻀﺭﻭﺭﺓ ﺍﻫﺘﻤﺎﻡ ﺍﻟﺸﺭﻜﺎﺕ ﺒﻤﺎ ﻟﺩﻴﻬﺎ ﻤﻥ ﻤﻴﺯﺍﺕ ﺘﻨﺎﻓﺴﻴﺔ ﺍﻟﺘﻲ ﺘﺠﻌﻠﻬﺎ‬ ‫ﺃﻓﻀل ﻤﻥ ﺍﻟﺸﺭﻜﺎﺕ ﺍﻷﺨﺭﻯ.‬

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‫011‬ ‫ﺠﺩﻭل ﺭﻗﻡ)32(‬ ‫ﺍﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻟﻠﻤﺤﺎﻭﺭ ﺍﻟﺜﻼﺜﺔ ﺍﻟﺘﻲ ﺘﻘﻭﻡ ﻋﻠﻴﻬﺎ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬
‫ﺩﺭﺠﺔ‬ ‫ﻤﺴﺘﻭﻯ‬ ‫ﺍﻻﻫﻤﻴﺔ‬ ‫ﺍﻹﻨﺤﺭﺍﻑ‬ ‫ﺍﻟﻤﻌﻴﺎﺭﻱ‬ ‫ﺍﻟﻤﺘﻭﺴﻁ‬ ‫ﺍﻟﺤﺴﺎﺒﻲ‬

‫ﺍﻟﻤﻭﺍﻓﻘﺔ‬

‫ﺍﻟﻔﻘﺭﺓ‬

‫ﺍﻟﺭﻗﻡ‬

‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬ ‫ﻤﺭﺘﻔﻌﺔ‬ ‫ﻤﺘﻭﺴﻁﺔ‬

‫3‬

‫88.0‬

‫62.3‬

‫ﺍﻹﺒﺩﺍﻉ ﻭﺍﻻﺒﺘﻜﺎﺭ‬ ‫ﺍﻟﺠﻭﺩﺓ‬ ‫ﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ‬
‫ﺍﻟﻤﺘﻭﺴﻁ ﺍﻟﺤﺴﺎﺒﻲ ﻭﺍﻻﻨﺤﺭﺍﻑ ﺍﻟﻤﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬

‫1‬

‫2‬

‫26.0‬

‫25.3‬

‫2‬

‫1‬

‫17.0‬

‫87.3‬

‫3‬

‫96.0‬

‫25.3‬

‫اﻟﻔﺮﺿﯿﺔ اﻟﻌﺎﻣﺔ ﻟﻠﺪراﺳﺔ‬

‫ﻻ ﺗﻮﺟﺪ ﻋﻼﻗﺔ ذات دﻻﻟ ﺔ إﺣ ﺼﺎﺋﯿﺔ ﺑ ﯿﻦ إدارة اﻟﺘ ﺼﻤﯿﻢ وﺗﺤﻘﯿ ﻖ اﻟ ﺸﺮﻛﺔ ﻟﻠﻤﯿ ﺰة اﻟﺘﻨﺎﻓ ﺴﯿﺔ‬ ‫ﻋﻨﺪ ﻣﺴﺘﻮى دﻻﻟﺔ ﻣﻌﻨﻮﯾﺔ )50.0( ﻓﺄﻗﻞ.‬ ‫ﻻﺨﺘﺒﺎﺭ ﻫﺫﻩ ﺍﻟﻔﺭﻀﻴﺔ ﺘﻡ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﺨﻁﻲ ﺍﻟﻤﺘﻌﺩﺩ ﻟﺘﺤﺩﻴﺩ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﻜـل‬ ‫ﻤﺘﻐﻴﺭ ﻤﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ، ﻭﻜﻤﺎ ﻫﻭ ﻤﻭﻀـﺢ ﺒﺎﻟﺠـﺩﻭل‬ ‫)42(.‬

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‫111‬ ‫ﺠﺩﻭل )42(‬

‫ﺘﺤﻠﻴل ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﻤﺘﻌﺩﺩ ﻟﻠﻌﻼﻗﺔ ﺒﻴﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬
‫*.‪Sig‬‬

‫ﻣﻌﺎﻣﻞ ﻣﺴﺘﻮى‬ ‫اﻟﻤﺤﺴﻮﺑﺔ‬ ‫اﻹﻧﺤﺪار اﻟﺪﻻﻟﺔ‬
‫000.0‬ ‫722.0‬ ‫034.673‬

‫‪β‬‬

‫‪F‬‬

‫)2‪(R‬‬ ‫ﻣﻌﺎﻣﻞ‬ ‫اﻟﺘﺤﺪﯾﺪ‬
‫07.0‬

‫)‪(R‬‬ ‫اﻻرﺗﺒﺎط‬
‫87.0‬

‫اﻟﺒﯿﺎن‬

‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﺃﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ.ﺍﻟﻨﻬﺎﺌﻲ‬

‫100.0‬

‫691.0‬

‫225.732‬

‫47.0‬

‫47.0‬

‫420.0‬

‫712.0‬

‫796.871‬

‫77.0‬

‫38.0‬

‫500.0‬

‫212.0‬

‫945.641‬

‫87.0‬

‫28.0‬

‫200.0‬

‫471.0‬

‫241.621‬

‫08.0‬

‫77.0‬

‫* ﯾﻜﻮن اﻻرﺗﺒﺎط ذات دﻻﻟﺔ إﺣﺼﺎﺋﯿﺔ ﻋﻨﺪ ﻣﺴﺘﻮى )‪(0.05 ≥ α‬‬

‫ﻴﺘﺒﻴﻥ ﻤﻥ ﺨﻼل ﺍﻟﻨﺘﺎﺌﺞ ﺍﻟﻤﻭﻀﺤﺔ ﻓﻲ ﺍﻟﺠﺩﻭل )42( ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺍﺭﺘﺒﺎﻁ ﺫﺍﺕ‬ ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ،‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ،‬ ‫)ﺍﻟﺭﺴﺎﻟﺔ،‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺇﺩﺍﺭﺓ‬ ‫ﺒﻴﻥ‬ ‫ﺇﺤﺼﺎﺌﻴﺔ‬ ‫ﺩﻻﻟﺔ‬

‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﻤﺸﺭﻭﻉ.ﺍﻟﻨﻬﺎﺌﻲ( ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ، ﺇﺫﺍ ﺒﻠﻐﺕ‬ ‫ﻤﻌﺎﻤﻼﺕ ﺍﻻﺭﺘﺒﺎﻁ )87.0( ، )47.0( ، )38.0( ، )28.0( ، )77.0( ﻋﻠﻰ ﺍﻟﺘﻭﺍﻟﻲ ﻋﻨﺩ‬ ‫ﻤﺴﺘﻭﻯ )‪ ،(0.05 ≥ α‬ﻭﺒﻤﻌﺎﻤﻼﺕ ﺘﺤﺩﻴﺩ ﺒﻠﻐﺕ )07.0( ، )47.0( ، )77.0( ، )87.0( ،‬ ‫)08.0( ﻋﻠﻰ ﺍﻟﺘﻭﺍﻟﻲ، ﻜﻤﺎ ﺒﻠﻐﺕ ﻗﻴﻤﺔ ﺩﺭﺠﺔ ﺍﻟﺘﺄﺜﻴﺭ )722.0( ، )691.0( ، )712.0( ،‬ ‫)212.0( ، )471.0( ﻋﻠﻰ ﺍﻟﺘﻭﺍﻟﻲ، ﻭﻫﺫﺍ ﻴﻌﻨﻰ ﺃﻥ ﺍﻟﺯﻴﺎﺩﺓ ﺒﻘﻴﻤﺔ ﻭﺍﺤﺩﺓ ﻓﻲ )ﺍﻟﺭﺴﺎﻟﺔ،‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ، ﺃﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ، ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﻤﺸﺭﻭﻉ.ﺍﻟﻨﻬﺎﺌﻲ( ﻴﺅﺩﻱ ﺇﻟﻰ ﺯﻴﺎﺩﺓ ﻓﻲ‬

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‫211‬ ‫ﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺒﻘﻴﻤﺔ )722.0( ، )691.0( ، )712.0( ، )212.0( ،‬ ‫)471.0( ﻋﻠﻰ ﺍﻟﺘﻭﺍﻟﻲ ﻭﻟﻜل ﻤﺘﻐﻴﺭ. ﻭﺘﺅﻜﺩ ﻤﻌﻨﻭﻴﺔ ﻫﺫﻩ ﺍﻟﻌﻼﻗﺔ ﻗﻴﻡ ﺍﻟ ‪‬ﺨﺘﺒﺭ ﺍﻹﺤﺼﺎﺌﻲ‬ ‫ﻤ‬ ‫)‪ (F‬ﺍﻟﻐﻴﺭ ﺩﺍﻟﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ ﺍﻟﺩﻻﻟﺔ ) 50.0 ≤ ‪ (α‬ﺒﻘﻴﻤﺔ ﺒﻠﻐﺕ )034.673( ، )225.732( ،‬ ‫)796.871( ، )945.641( ، )241.621(ﻋﻠﻰ ﺍﻟﺘﻭﺍﻟﻲ، ﻭﻋﻠﻴﻪ ﺘﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﻌﺩﻤﻴﺔ‬ ‫)ﺍﻟﺼﻔﺭﻴﺔ( ﻭﺘﻘﺒل ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺒﺩﻴﻠﺔ ﻭﺍﻟﺘﻲ ﺘﻨﺹ ﻋﻠﻰ:‬ ‫ﺘﻭﺠﺩ ﻋﻼﻗﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻋﻨﺩ ﻤﺴﺘﻭﻯ ﺩﻻﻟﺔ ﻤﻌﻨﻭﻴﺔ )50.0( ﻓﺄﻗل.‬

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‫اﻟﻔـﺼﻞ اﻟﺨﺎﻣﺲ‬ ‫اﻹﺳﺘﻨﺘﺎﺟﺎت واﻟﺘﻮﺻﯿﺎت‬
‫5-1 اﻟﻤﻘﺪﻣﺔ‬ ‫5-2 اﻻﺳﺘﻨﺘﺎﺟﺎت‬ ‫5-3 اﻟﺘﻮﺻﯿﺎت‬

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‫5-1 اﻟﻤﻘﺪﻣﺔ‬
‫ﻫﺩﻓﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﺤﺎﻟﻴﺔ ﺇﻟﻰ ﺒﻴﺎﻥ ﻋﻼﻗﺔ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻟﻌﻴﻨﺔ‬ ‫ﻤﻥ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﺍﻷﺭﺩﻥ. ﻭﻗﺩ ﺃﺜﺎﺭﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺠﻤﻠﺔ ﻤﻥ ﺍﻟﺘﺴﺎﺅﻻﺕ‬ ‫ﻭﻗﺩﻤﺕ ﺃﻴﻀﺎ ﻓﺭﻀﻴﺎﺕ ﺘﻌﻠﻘﺕ ﺒﻁﺒﻴﻌﺔ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺩﺭﺍﺴﺔ، ﻭﺘﻭﺼﻠﺕ ﺇﻟﻰ ﻋـﺩﺓ‬ ‫ﺍﺴﺘﻨﺘﺎﺠﺎﺕ ﺴﺎﻫﻤﺕ ﻓﻲ ﺤل ﻤﺸﻜﻠﺔ ﺍﻟﺩﺭﺍﺴﺔ ﻭﺍﻹﺠﺎﺒﺔ ﻋﻥ ﺘﺴﺎﺅﻻﺘﻬﺎ ﻭﻓﺭﻀﻴﺎﺘﻬﺎ، ﻭﻜﻤﺎ ﻴﺂ ِ:‬ ‫ﺕ‬

‫5-2 اﻻﺳﺘﻨﺘﺎﺟﺎت‬
‫‪ o‬ﺒﻴﻨﺕ ﻨﺘﺎﺌﺞ ﺍﻟﺘﺤﻠﻴل ﺍﻹﺤﺼﺎﺌﻲ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺍﻟﺭﺴﺎﻟﺔ ﻭﺘﺤﻘﻴﻕ‬ ‫ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ ﺩﻻﻟﺔ ﻤﻌﻨﻭﻴﺔ )50.0( ﻓﺄﻗل، ﺤﻴﺙ ﺇﻨﻪ ﻤﻥ ﺍﻟﻤﻨﻁـﻕ ﺃﻥ‬ ‫ﻴﻜﻭﻥ ﻟﺭﺴﺎﻟﺔ ﺍﻟﺸﺭﻜﺔ ﺍﻟﺘﻲ ﺘﺒﻴﻥ ﺍﻟﻐﺭﺽ ﺃﻭ ﺴﺒﺏ ﺘﻠﻙ ﺍﻟـﺸﺭﻜﺔ، ﻀـﻤﻥ ﺍﻷﺩﺍﺀ ﺍﻟﻤﺘﻤﻴـﺯ‬ ‫ﻭﺒﺎﻟﺘﺎﻟﻲ ﻋﻼﻗﺔ ﻓﻲ ﺘﺤﻘﻴﻕ ﻤﻴﺯﺘﻬﺎ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﺤﻴﺙ ﺃﻥ ﺭﺴﺎﻟﺔ ﺍﻟﺸﺭﻜﺔ ﺘﺒﻴﻥ ﺃﻫﻤﻴﺔ ﺍﻟﺘـﺼﻤﻴﻡ‬ ‫ﻀﻤﻥ ﺇﻁﺎﺭﻫﺎ ﺒﻤﺎ ﻟﻬﺎ ﻤﻥ ﻤﺯﺍﻴﺎ ﺇﺒﺩﺍﻋﻴﺔ ﻭﺍﺒﺘﻜﺎﺭﻴﻪ.‬ ‫‪ o‬ﺃﻭﻀﺤﺕ ﺍﻟﻨﺘﺎﺌﺞ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺍﻟﺴﻴﺎﺴﺎﺕ ﻭﺘﺤﻘﻴﻕ ﺍﻟـﺸﺭﻜﺔ‬ ‫ﺍ‬ ‫ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ ﺩﻻﻟﺔ ﻤﻌﻨﻭﻴﺔ )50.0( ﻓﺄﻗل، ﻭﺫﻟﻙ ﻴﺩل ﻋﻠﻰ ﺃﻥ ﻟﻠﺴﻴﺎﺴﺎﺕ ﺩﻭﺭﹰ‬ ‫ﻓﻌﺎ ﹰ ﺒﻭﻀﻊ ﺍﻟﺨﻁﻭﻁ ﺍﻟﻌﺭﻴﻀﺔ ﻷﻫﺩﺍﻑ ﺍﻟﺸﺭﻜﺔ ﻋﻠﻰ ﺍﻟﻤﺩﻯ ﺍﻟﺒﻌﻴﺩ، ﻭﺘﺄﻜﻴﺩﻫﺎ ﻋﻠﻰ ﺘﻔﺎﻋـل‬ ‫ﻻ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻀﻤﻥ ﻜﺎﻓﺔ ﺍﻟﻤﺴﺘﻭﻴﺎﺕ ﺍﻹﺩﺍﺭﻴﺔ.‬ ‫‪ o‬ﻴﻥ ﺍﻟﺘﺤﻠﻴل ﺍﻹﺤﺼﺎﺌﻲ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ‬ ‫ﺒ‬ ‫ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ ﺩﻻﻟﺔ ﻤﻌﻨﻭﻴﺔ )50.0( ﻓﺄﻗل، ﻭﺍﻟﺴﺒﺏ ﻓﻲ ﻫﺫﺍ ﺃﻥ ﺃﻨﻅﻤﺔ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻫﻲ ﺍﻟﺘﻲ ﺘﺒﻴﻥ ﻜﻴﻔﻴﺔ ﺇﺘﻤﺎﻡ ﺍﻟﻌﻤل ﻟﻤﺨﺘﻠﻑ ﺍﻷﻨﺸﻁﺔ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ ﺩﺍﺨل ﺍﻟﺸﺭﻜﺔ ﻤـﻥ‬

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‫511‬ ‫ﻨﻅﻡ ﻤﻌﻠﻭﻤﺎﺕ ﻭﺍﻟﻤﻭﺍﺯﻨﺎﺕ ﻭﺍﻹﻨﺘﺎﺝ ﻭﺭﻗﺎﺒﺔ ﺍﻟﺠﻭﺩﺓ ﻭﺍﻷﺩﺍﺀ ﻭﺘﻘﻴﻴﻡ ﺍﻟﻌﻤل ﺩﺍﺨـل ﺍﻟـﺸﺭﻜﺔ‬ ‫ﻭﺒﺎﻟﺘﺎﻟﻲ ﺍﻨﻌﻜﺎﺴﻬﺎ ﺇﻴﺠﺎﺒﻴ ﹰ ﻋﻠﻰ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻟﻠﺸﺭﻜﺔ.‬ ‫ﺎ‬ ‫‪ o‬ﺃﺸﺎﺭﺕ ﻨﺘﺎﺌﺞ ﺍﻟﺘﺤﻠﻴل ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺘﺤﻘﻴﻕ‬ ‫ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ ﺩﻻﻟﺔ ﻤﻌﻨﻭﻴﺔ )50.0( ﻓﺄﻗل، ﻭﺫﻟﻙ ﻷﻫﻤﻴﺔ ﺩﻭﺭﻫﺎ ﻓـﻲ‬ ‫ﺘﺨﻁﻴﻁ ﺍﻟﺨﻁﻭﺍﺕ ﺍﻟﻼﺯﻤﺔ ﻹﻨﺠﺎﺯ ﺍﻟﺒﺭﺍﻤﺞ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﺘﻨﺎﺴﺏ ﻁﺒﻴﻌﺔ ﻜل ﻋﻤل، ﻭﻫﻲ ﻤـﺭﺁﻩ‬ ‫ﻟﺨﻁﻭﺍﺕ ﺍﻟﻤﺼﻤﻤﻴﻥ ﻤﻥ ﺒﺩﺍﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺤﺘﻰ ﻨﻬﺎﻴﺔ ﺍﻟﻤﺸﺭﻭﻉ، ﺤﺭﺼ ﹰ ﻤﻨﻬﺎ ﻋﻠـﻰ ﺘﺤﻘﻴـﻕ‬ ‫ﺎ‬ ‫ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ ﻋﺎﻟﻴﺔ ﻟﻠﺸﺭﻜﺔ.‬ ‫‪ o‬ﺒﻴﻨﺕ ﺍﻟﻨﺘﺎﺌﺞ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ ﺩﻻﻟﺔ ﻤﻌﻨﻭﻴﺔ )50.0( ﺒﻴﻥ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ ﻭﺒﻴﻥ ﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻟﻤﺎ ﻟﻬﺫﻩ ﺍﻟﻤﺭﺤﻠﺔ ﻤﻥ ﺩﻭﺭ ﻜﺒﻴﺭ ﻓﻲ‬ ‫ﺘﺭﺠﻤﺔ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺃﻨﻅﻤﺔ ﻭﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺼﻭ ﹰ ﺇﻟـﻰ ﺍﻟﻨﺘﻴﺠـﺔ ﺍﻟﻨﻬﺎﺌﻴـﺔ‬ ‫ﻻ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ )ﺍﻟﻤﺒﻨﻰ(، ﻭﺫﻟﻙ ﺍﻋﺘﻤﺎﺩﹰ ﻋﻠﻰ ﻭﻀﻭﺡ ﻭﻓﻌﺎﻟﻴﺔ ﺍﻟﻤﺭﺍﺤل ﺍﻟﺴﺎﺒﻘﺔ، ﻟﺘﺤﻘﻴـﻕ ﻤﻴـﺯﺓ‬ ‫ﺍ‬ ‫ﺘﻨﺎﻓﺴﻴﺔ ﻋﺎﻟﻴﺔ ﻟﻠﺸﺭﻜﺔ ﻓﻲ ﻨﻬﺎﻴﺔ ﺍﻟﻌﻤل.‬ ‫‪ o‬ﺒﻴﻨﺕ ﺍﻟﻨﺘﺎﺌﺞ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﻋﻨﺩ ﻤﺴﺘﻭﻯ ﺩﻻﻟﺔ ﻤﻌﻨﻭﻴﺔ )50.0( ﺒﻴﻥ‬ ‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺒﻴﻥ ﺘﺤﻘﻴﻕ ﺍﻟﺸﺭﻜﺔ ﻟﻠﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ، ﻟﻤﺎ ﻟﻬﺎ ﺩﻭﺭ ﻜﺒﻴﺭ ﻭﻓﻌﺎل ﻓـﻲ ﻋـﺎﻟﻡ‬ ‫ﺸﺭﻜﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﻟﺘﺤﻘﻴﻕ ﺃﻜﺒﺭ ﻏﺎﻴﺔ ﻤﻥ ﺍﻟﺘﺼﻤﻴﻡ ﻭﻤﻴﺯﺓ ﻋﺎﻟﻴﺔ ﺍﻟﺘﻲ ﺘﺠﻌـل ﺍﻟـﺸﺭﻜﺔ ﻤـﻥ‬ ‫ﺍﻟﺸﺭﻜﺎﺕ ﺍﻟﺭﺍﺌﺩﺓ ﻓﻲ ﺍﻟﺘﺼﻤﻴﻡ.‬

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‫5-3 اﻟﺘﻮﺻﯿﺎت‬
‫ﻭﻓﻘ ﹰ ﻟﻼﺴﺘﻨﺘﺎﺠﺎﺕ ﺍﻟﺘﻲ ﺘﻡ ﺍﻟﺘﻭﺼل ﺇﻟﻴﻬﺎ ﻤﻥ ﺍﻹﻁﺎﺭ ﺍﻟﻨﻅﺭﻱ ﻟﻠﺩﺭﺍﺴﺔ ﻭﻜﺫﻟﻙ ﺍﻟﻨﺘﺎﺌﺞ‬ ‫ﺎ‬ ‫ﺍﻟﺘﻲ ﺘ ‪ ‬ﺍﻟﺤﺼﻭل ﻋﻠﻴﻬﺎ ﻤﻥ ﻭﺍﻗﻊ ﺍﻟﺘﺤﻠﻴل ﺍﻹﺤﺼﺎﺌﻲ ﻟﻠﺒﻴﺎﻨﺎﺕ، ﺘﻡ ﺍﻟﺨﺭﻭﺝ ﺒﺎﻟﺘﻭﺼـﻴﺎﺕ‬ ‫ﻡ‬ ‫ﺍﻵﺘﻴﺔ:‬ ‫1. ﺍﻻﻫﺘﻤﺎﻡ ﺒﺭﺴﺎﻟﺔ ﺍﻟﺸﺭﻜﺔ ﻭﺇﻋﻁﺎﺀ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺯﻨ ﹰ ﺃﻜﺒـﺭ ﻋﻨـﺩ ﺘﻜـﻭﻴﻥ ﺭﺴـﺎﻟﺔ‬ ‫ﺎ‬ ‫ﺍﻟﺸﺭﻜﺔ، ﻭﺍﺨﺫ ﺁﺭﺍﺀ ﻤﺩﻴﺭﻱ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻟﻤﻬﻨﺩﺴﻴﻥ ﻋﻨﺩ ﺘﻜﻭﻴﻥ ﺍﻟﺭﺴﺎﻟﺔ، ﻭﺫﻟﻙ ﻟﺘﺤﻘﻴﻕ ﻤﻴـﺯﺓ‬ ‫ﺘﻨﺎﻓﺴﻴﺔ ﻋﺎﻟﻴﺔ ﻟﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ.‬ ‫2. ﺇﻋﻁﺎﺀ ﺍﻟﺴﻴﺎﺴﺎﺕ ﺍﻻﻫﺘﻤﺎﻡ ﺍﻟﻜﺒﻴﺭ ﻟﻤﺎ ﺘﻘﺩﻤﻪ ﻤﻥ ﻤﺒﺎﺩﺉ ﻭﻤﻔﺎﻫﻴﻡ ﺘـﺴﺎﻋﺩ ﻋﻠـﻰ‬ ‫ﺍﺘﺨﺎﺫ ﺍﻟﻘﺭﺍﺭ ﺍﻷﻓﻀل ﻟﻠﺘﺼﻤﻴﻡ، ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺍﻷﺨﺫ ﺒﺂﺭﺍﺀ ﺍﻟﻤﺼﻤﻤﻴﻥ ﻟﻤﺎ ﻴﺤﻤﻠﻭﻨﻪ ﻤﻥ ﺨﺒﺭﺓ‬ ‫ﻜﺒﻴﺭﺓ ﻓﻲ ﻋﻤﻠﻬﻡ.‬ ‫3. ﺍﻟﻌﻤل ﻋﻠﻰ ﺍﻻﻫﺘﻤﺎﻡ ﺒﺄﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ ﻟﻤﺎ ﺘﻭﻓﺭﻩ ﻤﻥ ﺘﺭﺘﻴﺏ ﻭﺘﻨﻅﻴﻡ ﺍﻟﻌﻤل ﺩﺍﺨل‬ ‫ﺍﻟﻤﻨﻅﻤﺔ ﻟﻤﺨﺘﻠﻑ ﺍﻷﻨﺸﻁﺔ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ، ﻭﺍﻟﺘﻲ ﺘﻌﻤل ﻋﻠﻰ ﺘﺤﻔﻴﺯ ﺍﻟﻤﺼﻤﻤﻴﻥ ﻋﻠﻰ ﺍﻟﻌﻤل ﻓـﻲ‬ ‫ﺴﺒﻴل ﺘﺤﻘﻴﻕ ﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ ﻟﻠﺸﺭﻜﺔ.‬ ‫4. ﺍﻻﻫﺘﻤﺎﻡ ﺒﻌﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ ﺍﻟﺘﻲ ﺘﺸﻜل ﺍﻟﺨﻁﻭﺍﺕ ﺍﻟﻬﺎﻤﺔ ﻟﺒﺩﺍﻴﺔ ﺃﻨﺸﻁﺔ ﺍﻟﻤﺸﺭﻭﻉ‬ ‫ﺍﻟﺘﻲ ﺘﺅﻜﺩ ﻋﻨﺩﻫﺎ ﻓﻌﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ ﺤﺘﻰ ﺇﻨﺠﺎﺯ ﺍﻟﻤﺸﺭﻭﻉ.‬ ‫5. ﺼﻴﺎﻏﺔ ﺨﻁﺔ ﻤﺤﺩﺩﺓ ﺍﻟﻤﻌﺎﻟﻡ ﻟﺘﺭﺴﻴﺦ ﻤﻤﺎﺭﺴﺎﺕ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺁﻟﻴﺎﺕ ﺘﻁﺒﻴﻘﻬـﺎ‬ ‫ﻭﺃﻫﻤﻴﺘﻬﺎ ﻓﻲ ﻋﻤل ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ.‬

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‫711‬ ‫6. ﺘﺭﺴﻴﺦ ﻤﻔﻬﻭﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻟﺩﻯ ﺍﻟﻤﺩﻴﺭﻱ ﻭﺍﻟﻤﺼﻤﻤﻴﻥ ﻓﻲ ﺸﺭﻜﺎﺕ ﺍﻹﻨـﺸﺎﺀ‬ ‫ﻭﺍﻟﺘﻌﻤﻴﺭ ﺒﻐﺽ ﺍﻟﻨﻅﺭ ﻋﻥ ﻤﻨﺤﻨﻰ ﺍﻟﺨﺒﺭﺓ ﺃﻭ ﺍﻟﺩﺭﺠﺔ ﺍﻟﻌﻠﻤﻴﺔ.‬ ‫7. ﺍﻻﻫﺘﻤﺎﻡ ﺒﺎﻟﺒﻨﻴﺔ ﺍﻟﺘﺤﺘﻴﺔ ﻭﺍﻟﺘﻜﻨﻭﻟﻭﺠﻴﺔ ﻭﺘﺨـﺼﻴﺹ ﺍﻟﻤـﻭﺍﺭﺩ ﺒـﺸﻘﻴﻬﺎ ﺍﻟﻤـﺎﻟﻲ‬ ‫ﻭﺍﻟﻔﻜﺭﻱ ﻟﺘﺄﻜﻴﺩ ﻤﻔﻬﻭﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻴﻤﺎ ﺒﻴﻨﻬﺎ، ﻭﻋﻘﺩ ﺩﻭﺭﺍﺕ ﺘﺩﺭﻴﺒﻴﺔ ﻟﻠﻌـﺎﻤﻠﻴﻥ ﺒـﺸﻜل‬ ‫ﻤﺴﺘﻤﺭ.‬ ‫8. ﺍﻟﺘﺄﻜﻴﺩ ﻋﻠﻰ ﺘﺤﻘﻴﻕ ﺍﻻﺒﺘﻜﺎﺭ ﻭﺍﻹﺒﺩﺍﻉ ﻓﻲ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﻤﻊ ﺍﻷﺨـﺫ‬ ‫ﺒﻌﻴﻥ ﺍﻻﻋﺘﺒﺎﺭ ﺘﻭﻓﻴﺭ ﺍﻹﻤﻜﺎﻨﺎﺕ ﺍﻟﻤﺎﺩﻴﺔ ﻭﺍﻟﻤﻌﻨﻭﻴﺔ ﻟﺘﺤﻘﻴﻕ ﺃﻓﻀل ﺍﻟﻨﺘﺎﺌﺞ، ﻭﺍﻟﻌﻤـل ﻀـﻤﻥ‬ ‫ﻓﺭﻕ ﻟﺘﺤﻘﻴﻕ ﺘﻨﺎﺴﻕ ﺘﺎﻡ ﻓﻲ ﺍﻟﻌﻤل ﻭﺼﻭ ﹰ ﺇﻟﻰ ﺍﻷﻫﺩﺍﻑ ﺍﻟﻤﺤﺩﺩﺓ ﻭﺍﻟﻤﺭﻏﻭﺒﺔ ﺘﺤـﺕ ﻗﻴـﺎﺩﺓ‬ ‫ﻻ‬ ‫ﺇﺩﺍﺭﺓ ﺘﺼﻤﻴﻡ ﻓﻌﺎﻟﺔ.‬ ‫9. ﺯﻴﺎﺩﺓ ﺘﻘﺩﻴﻡ ﺍﻟﺤﻭﺍﻓﺯ ﺍﻟﻤﺎﺩﻴﺔ ﻭﺍﻟﻤﻌﻨﻭﻴﺔ ﻷﺼﺤﺎﺏ ﺍﻷﻓﻜﺎﺭ ﺍﻹﺒﺩﺍﻋﻴﺔ ﻭﺍﻻﺒﺘﻜﺎﺭﻴـﺔ‬ ‫ﺩﺍﺨل ﺍﻟﺸﺭﻜﺔ، ﻭﺍﻟﺘﺄﻜﻴﺩ ﻭﺍﻟﺘﺸﺠﻴﻊ ﻋﻠﻰ ﺍﻟﻌﻤل ﺍﻟﺠﻤﺎﻋﻲ ﻹﻨﺘﺎﺝ ﻫﺫﻩ ﺍﻷﻓﻜﺎﺭ.‬ ‫ﺍﻟﻤﺭﺍﺠﻌﺔ ﺍﻟﻤﺴﺘﻤﺭﺓ ﻟﻨﺘﺎﺌﺞ ﺍﻟﺘﻁﺒﻴﻕ ﺍﻟﻤﺘﺤﻘﻘﺔ ﻭﻤﻘﺎﺭﻨﺘﻬﺎ ﻤﻊ ﻤﺎ ﻫـﻭ ﻤﺘﻭﻗـﻊ‬ ‫01.‬

‫ﻭﺫﻟﻙ ﺒﻬﺩﻑ ﺍﻟﻭﻗﻭﻑ ﻋﻠﻰ ﻤﺩﻯ ﻨﺠﺎﺡ ﺃﻭ ﺘﻌﺜﺭ ﺍﻟﻤﺸﺭﻭﻉ ﻓﻲ ﺘﻁﺒﻴﻕ ﺍﻟﺠﻭﺩﺓ ﻭﺍﻟﺘﺄﻜﻴﺩ ﻋﻠـﻰ‬ ‫ﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ، ﻭﻭﺠﻭﺩ ﻓﺭﻴﻕ ﻤﺘﺨﺼﺹ ﻟﺘﻘﻴﻴﻡ ﻤﺴﺘﻭﻯ ﺍﻷﺩﺍﺀ ﺤﺴﺏ ﺍﻟﻤﻌﺎﻴﻴﺭ ﺍﻟﻌﺎﻟﻤﻴﺔ.‬ ‫ﺍﻟﻌﻤل ﻋﻠﻰ ﺘﻜﺎﻤل ﻭﺘﻔﺎﻋل ﻜل ﻤﻥ ﻤﺩﺨﻠﻲ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫11.‬

‫ﻓﻲ ﺘﺤﻘﻴﻕ ﺃﻫﺩﺍﻑ ﻭﻏﺎﻴﺎﺕ ﺍﻟﺸﺭﻜﺎﺕ ﻋﻠﻰ ﺍﻟﻤﺩﻯ ﺍﻟﺒﻌﻴﺩ ﻭﺍﻻﺴﺘﻨﺎﺩ ﺇﻟﻴﻬﻤﺎ ﻓﻲ ﻋﻤل ﺍﻟﺸﺭﻜﺎﺕ.‬

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‫811‬

‫ﻗﺎﺋﻤﺔ اﻟﻤﺮاﺟﻊ‬
‫أوﻻ: اﻟﻤﺮاﺟﻊ اﻟﻌﺮﺑﯿﺔ‬
‫1. ﺤﺎﺘﻭﻍ، ﺴﻭﺯﻱ ﻤﺤﻤﺩ ﻋﻠﻲ، )6002(، "أﻧﻤﻮذج ﻣﻘﺘﺮح ﻟﺪور اﻹدارة ﻓﻲ ﺗﺤﻘﯿﻖ‬ ‫اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ ﻓﻲ ﺑﺮاﻣﺞ اﻟﺘﻌﻠﯿﻢ اﻟﻔﻨﺪﻗﻲ واﻟﺴﯿﺎﺣﻲ ﻓﻲ ﻛﻠﯿﺎت اﻟﻤﺠﺘﻤﻊ اﻷردﻧﯿﺔ‬ ‫ﻓﻲ ﺿﻮء واﻗﻌﮭﺎ واﻻﺗﺠﺎھﺎت اﻟﻤﻌﺎﺻﺮة"، ﺃﻁﺭﻭﺤﺔ ﺩﻜﺘﻭﺭﺍﻩ ﻏﻴﺭ ﻤﻨﺸﻭﺭﺓ، ﺠﺎﻤﻌﺔ‬ ‫ﻋﻤﺎﻥ ﺍﻟﻌﺭﺒﻴﺔ ﻟﻠﺩﺭﺍﺴﺎﺕ ﺍﻟﻌﻠﻴﺎ، ﻋﻤﺎﻥ، ﺍﻷﺭﺩﻥ.‬ ‫2. ﺤﺒﺘﻭﺭ، ﻋﺒﺩ ﺍﻟﻌﺯﻴﺯ ﺼﺎﻟﺢ، )4002(، "اﻹدارة اﻹﺳﺘﺮاﺗﯿﺠﯿﺔ: إدارة ﺟﺪﯾﺪة ﻓﻲ ﻋﺎﻟﻢ‬ ‫ﻣﺘﻐﯿﺮ"، ﺩﺍﺭ ﺍﻟﻤﺴﻴﺭﺓ، ﻋﻤﺎﻥ، ﺍﻟﻤﻤﻠﻜﺔ ﺍﻷﺭﺩﻨﻴﺔ ﺍﻟﻬﺎﺸﻤﻴﺔ.‬ ‫ﺩﺍﺭ ﺍﻟﻤﺴﻴﺭﺓ، ﻋﻤﺎﻥ،‬
‫"،‬

‫3. ﺤﻤﻭﺩ، ﺨﻀﻴﺭ ﻜﺎﻅﻡ، )5002(، "إدارة اﻟﺠﻮدة اﻟﺸﺎﻣﻠﺔ‬ ‫ﺍﻟﻤﻤﻠﻜﺔ ﺍﻷﺭﺩﻨﻴﺔ ﺍﻟﻬﺎﺸﻤﻴﺔ.‬

‫ﻤﺭﻜﺯ‬

‫اﻷﻋﻤﺎل"،‬

‫4. ﺨﻠﻴل، ﻨﺒﻴل ﻤﺭﺴﻲ، )8991(، "اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ ﻓﻲ ﻣﺠﺎل‬ ‫ﺍﻹﺴﻜﻨﺩﺭﻴﺔ ﻟﻠﻜﺘﺏ، ﺠﻤﻬﻭﺭﻴﺔ ﻤﺼﺭ ﺍﻟﻌﺭﺒﻴﺔ.‬

‫5. ﺍﻟﺨﻀﻴﺭﻱ، ﻤﺤﺴﻥ ﺍﺤﻤﺩ، )4002(، "ﺻﻨﺎﻋﺔ اﻟﻤﺰاﯾﺎ اﻟﺘﻨﺎﻓﺴﯿﺔ"، ﺍﻟﻁﺒﻌﺔ ﺍﻷﻭﻟﻰ،‬ ‫ﻤﺠﻤﻭﻋﺔ ﺍﻟﻨﻴل ﺍﻟﻌﺭﺒﻴﺔ، ﺍﻟﻘﺎﻫﺭﺓ، ﺠﻤﻬﻭﺭﻴﺔ ﻤﺼﺭ ﺍﻟﻌﺭﺒﻴﺔ.‬ ‫6. ﺍﻟﺴﺎﻟﻡ، ﻤﺅﻴﺩ ﺴﻌﻴﺩ، )5002(، "أﺳﺎﺳﯿﺎت اﻹدارة اﻹﺳﺘﺮاﺗﯿﺠﯿﺔ"، ﺩﺍﺭ ﻭﺍﺌل ﻟﻠﻨﺸﺭ،‬ ‫ﻋﻤﺎﻥ، ﺍﻟﻤﻤﻠﻜﺔ ﺍﻷﺭﺩﻨﻴﺔ ﺍﻟﻬﺎﺸﻤﻴﺔ.‬ ‫7. ﺍﻟﺴﺭﺤﺎﻥ، ﻋﻁﺎﷲ ﻓﻬﺩ، )5002(، "دور اﻻﺑﺘﻜﺎر واﻹﺑﺪاع اﻟﺘﺴﻮﯾﻘﻲ ﻓﻲ ﺗﺤﻘﯿﻖ اﻟﻤﯿﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ ﻟﻠﺒﻨﻮك اﻟﺘﺠﺎرﯾﺔ اﻷردﻧﯿﺔ"، ﺃﻁﺭﻭﺤﺔ ﺩﻜﺘﻭﺭﺍﻩ ﻏﻴﺭ ﻤﻨﺸﻭﺭﺓ، ﺠﺎﻤﻌﺔ ﻋﻤﺎﻥ‬ ‫ﺍﻟﻌﺭﺒﻴﺔ ﻟﻠﺩﺭﺍﺴﺎﺕ ﺍﻟﻌﻠﻴﺎ، ﻋﻤﺎﻥ، ﺍﻷﺭﺩﻥ.‬

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‫911‬ ‫8. ﺍﻟﺴﻜﺎﺭﻨﺔ، ﺒﻼل ﺨﻠﻑ، )5002(، " إﺳﺘﺮاﺗﯿﺠﯿﺎت اﻟﺮﯾﺎدة ودورھﺎ ﻓﻲ ﺗﺤﻘﯿﻖ اﻟﻤﯿﺰة‬ ‫اﻟﺘﻨﺎﻓﺴﯿﺔ وﺗﺤﺴﯿﻦ اﻷداء ﻟﺸﺮﻛﺎت اﻹﺗﺼﺎﻻت ﻓﻲ اﻷردن "، ﺃﻁﺭﻭﺤﺔ ﺩﻜﺘﻭﺭﺍﻩ ﻏﻴﺭ‬ ‫ﻤﻨﺸﻭﺭﺓ، ﺠﺎﻤﻌﺔ ﻋﻤﺎﻥ ﺍﻟﻌﺭﺒﻴﺔ ﻟﻠﺩﺭﺍﺴﺎﺕ ﺍﻟﻌﻠﻴﺎ، ﻋﻤﺎﻥ، ﺍﻷﺭﺩﻥ.‬ ‫9. ﺸﺭﻓﺎﺕ، ﻓﺎﻴﺯ ﺩﻫﻤﺵ ﺼﻴﺎﺡ، )5002(، "دور اﻟﺘﻐﻠﯿﻒ ﻓﻲ إﻛﺴﺎب اﻟﻤﻨﺘﺠﺎت ﻣﻦ‬ ‫ﻣﺴﺘﺤﻀﺮات اﻟﺘﺠﻤﯿﻞ ﻣﯿﺰة ﺗﻨﺎﻓﺴﯿﺔ ﻓﻲ اﻟﺴﻮق اﻷردﻧﯿﺔ: دراﺳﺔ ﻣﯿﺪاﻧﯿﺔ"، ﺭﺴﺎﻟﺔ‬ ‫ﻤﺎﺠﺴﺘﻴﺭ ﻏﻴﺭ ﻤﻨﺸﻭﺭﺓ، ﺠﺎﻤﻌﺔ ﺁل ﺍﻟﺒﻴﺕ.‬ ‫01. ﻋﻠﻭﺍﻥ، ﻗﺎﺴﻡ ﻨﺎﻴﻑ، )5002(، " إدارة اﻟﺠﻮدة اﻟﺸﺎﻣﻠﺔ وﻣﺘﻄﻠﺒﺎت اﻟﺘﺄھﯿﻞ ﻟﻺﯾﺰو‬ ‫1009:0002"، ﺩﺍﺭ ﺍﻟﺜﻘﺎﻓﺔ ﻟﻠﻨﺸﺭ ﻭﺍﻟﺘﻭﺯﻴﻊ، ﻋﻤﺎﻥ، ﺍﻟﻤﻤﻠﻜﺔ ﺍﻷﺭﺩﻨﻴﺔ ﺍﻟﻬﺎﺸﻤﻴﺔ.‬ ‫11. ﺍﻟﻐﺎﻟﺒﻲ، ﻁﺎﻫﺭ ﻤﺤﺴﻥ؛ ﻭﺍﺌل ﻤﺤﻤﺩ ﺼﺒﺤﻲ، )7002(، "اﻹدارة اﻹﺳﺘﺮاﺗﯿﺠﯿﺔ:‬ ‫ﻣﻨﻈﻮر ﻣﺘﻜﺎﻣﻞ"، ﺩﺍﺭ ﻭﺍﺌل ﻟﻠﻨﺸﺭ، ﻋﻤﺎﻥ، ﺍﻟﻤﻤﻠﻜﺔ ﺍﻷﺭﺩﻨﻴﺔ ﺍﻟﻬﺎﺸﻤﻴﺔ.‬ ‫21. ﺍﻟﻐﻭﻴﺭﻱ، ﻋﻤﺭ ﻋﻭﺽ، )4002(، "ﺗﺄﺛﯿﺮ ﻧﻈﻢ اﻟﻤﻌﻠﻮﻣﺎت اﻹﺳﺘﺮاﺗﯿﺠﯿﺔ ﻓﻲ ﺗﺤﻘﯿﻖ‬ ‫اﻟﻤﯿﺰة اﻟﺘﻨﺎﻓﺴﯿﺔ: دراﺳﺔ ﻣﯿﺪاﻧﯿﺔ ﻓﻲ ﺷﺮﻛﺘﻲ اﻟﻤﻠﻜﯿﺔ اﻷردﻧﯿﺔ وﻣﻮﺑﺎﯾﻠﻜﻢ"، ﺭﺴﺎﻟﺔ‬ ‫ﻤﺎﺠﺴﺘﻴﺭ ﻏﻴﺭ ﻤﻨﺸﻭﺭﺓ، ﺠﺎﻤﻌﺔ ﻤﺅﺘﺔ.‬ ‫31. ﺍﻟﻘﻀﺎﺓ، ﻤﺤﻤﺩ ﻋﻠﻲ، )6002(، "أﺛﺮ ﺗﺒﻨﻲ إﺳﺘﺮاﺗﯿﺠﯿﺔ اﻟﺠﻮدة اﻟﺸﺎﻣﻠﺔ ﻓﻲ ﺗﺤﺴﯿﻦ‬ ‫اﻟﻤﻮﻗﻒ اﻟﺘﻨﺎﻓﺴﻲ: دراﺳﺔ ﻣﯿﺪاﻧﯿﺔ ﻟﺸﺮﻛﺎت اﻟﺼﻨﺎﻋﺔ اﻟﺪواﺋﯿﺔ اﻷردﻧﯿﺔ"، ﺃﻁﺭﻭﺤﺔ‬ ‫ﺩﻜﺘﻭﺭﺍﻩ ﻏﻴﺭ ﻤﻨﺸﻭﺭﺓ، ﺍﻟﺠﺎﻤﻌﺔ ﻋﻤﺎﻥ ﺍﻟﻌﺭﺒﻴﺔ ﻟﻠﺩﺭﺍﺴﺎﺕ ﺍﻟﻌﻠﻴﺎ، ﻋﻤﺎﻥ، ﺍﻷﺭﺩﻥ.‬

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1. Best, Kathryn, (2006), “Design management: Managin design strategy, process and implementation”, AVA book production,Singapore. Borja De Mozota, Brigitte, (2003), “Design management: Using design to build brand value and corporate innovation”, Allworth Press,NY. Boughan, R.S.Trajn, (2002), “Managing architectural design underconstruction: Talking to build the airport railway depot,Hong Kong”, Ph.D. dissertation, University of Missouri-Columbia. Bowen, Edward, (2004), “Organizational structure and the creative process”, Ed.D.dissertation, University of San Diego, California. Chase, R.B., Aquilano, F., Robert Jacobs, (2001), “Operations management for competitive advantage", 9th ed, The McGraw-Hill Companies, Inc. Croft Kan, Man Ping Lena, (2006), “Corporate environmental behavior and competitive advantage”, Ph.D. dissertation, The Chinese University of Hong Kong, Hong Kong. Dahlin, Torsten, (1998), “18 Views an the definition of design management”, Design Mangement Journal, Vol. 1, No. 5,Part Ι, pp:14-19. Emmitt, Stephen, (2007), “Design management for architects”, Blackwell Publishing Ltd. Gemser, G., Jacobs, D., & Ten cate, R., (2006), “Design and competitive advantage in Technology-Driven sectors: The role of usability and aesthetics in Dutch IT companies”, Technology Analysis & strategic management, Vol.18, No. 5, pp: 561-580.

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10. Girvin, Tim, (1998), “18 Views an the definition of design management”, Design Mangement Journal, Vol. 1, No. 5, Part Ι, pp:14-19. 11. Hunger, J. David, Thomas L. Wheelen, (2002)," Essentials of strategic management", 3rd ed, Prentice-Hall, Pearson Education Inc., New Jersey. 12. James, R.Evans,et..al, (1990), "Applied production and operations management", 3rd ed, West Publishing company, USA.

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13. Joziasse, Frans, (2000)," Corporate strategy: Bringing design management into fold", Design Mangement Journal, Vol. 11, No. 4, pp:36-41. 14. Liu, Yili, (2003), "The aesthetic and the ethic dimensions of human factors and design", Ergonomics, Vol. 46, No. 13/14, pp:1295-1305. 15. Mallick, Debasish Nanigopal, (1993), “The design strategy and its interface with manufacturing and marketing strategy”, Ph.D. dissertation, The University of Texas at Austin, Texas. 16. Martin, Dean, (2004), “The design of business” , The Alumin magazine of the Rotman school of management, University of Toronto, pp:7-8. 17. Nordstrom, Gunilla, (2007), “Competing on manufacturing: How combinations of resources can be a source of compitive advantage”, Ph.D. dissertation, Lunds University - Sweden. 18. Phillips, Peter L., (2007), “Creating the perfect design prief: How to manage design for strategic advantage”, Allworth Press, NY. 19. Porter, Michael E., (1980),"Competitive strategy", The Free Press, A Division of Macmillan, Inc., NY. 20. Quinn, James J.B., Mintzberg, H., James, R., (1988), "The strategy process: Concepts, contexts, and cases", Simon & Schuster, Engle Wood Cliffs, New Jersey. 21. Rajagopalan, Srinivasan, (2004), " Sustainable competitive advantage in professional business services: Role and determinants of long-term vendor-client relationships", Ph.D. dissertation, Columbia University, NY. 22. Reigle, Jack, (2008), "Silver bullets: Strategic intelligence for better design firm management ", Bascom Hill Publishing Group. 23. Renta, Tapio Johannes, (2006), "Organizational value creation and destruction in corporate venturing: In search of international competitive advantage ", D.Sc., (Tech) dissertation, Teknillinen Korkeakoulu (Helsinki), Finland.

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24. Rioche, Laurence, (2001), "The role of design management as an integrating function in new product development: A model based on high-tech companiesoperating in France”, Ph.D. dissertation, Open University, United Kingdom. 25. Sebastian, Rizal, (2005), “The interface between design and management”, Massachusetts institute of Technology, Design issues: Vol. 21, No. 1, pp:81-93. 26. Sebastian, Rizal, (2007), “Managing collaborative design”, Technische University Delft, The Nethelands. 27. Sun, Lin, (2007), “Foster the development of computer-supported graphic design expertise through learning: Design knowledge,creativity, and design management skills”, Ph.D. dissertation, NY University. 28. Williams, Roddy, (1992), "A knowledge-based approach in design management for the domain of facilities engineering", Ph.D. dissertation, University of Kentucky. 29. www.wikipedia.org/wiki/Architectural-design,2008 30. www.wikipedia.org/wiki/design,2008 31. www.wikipedia.org/wiki/designmanagement,2008 32. www.wikipedia.org/wiki/design-strategy,2008 33. Yang, Yilun, (2007), "Managing sustainable product design by integrating corporate product development practice with IS014001 environmental management systems", Ph.D. dissertation, Arizona State University.

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‫ﻗﺎﺋﻤــــﺔ اﻟﻤﻼﺣــــﻖ‬

‫ﻣﻠﺤﻖ )1(: ﻗﺎﺋﻤﺔ ﺑﺄﺳﻤﺎء اﻟﻤﺤﻜﻤﯿﻦ‬ ‫ﻣﻠﺤﻖ )2(: اﻻﺳﺘﺒﺎﻧﺔ ﺑﺼﻮرﺗﮭﺎ اﻟﻨﮭﺎﺋﯿﺔ‬ ‫ﻣﻠﺤﻖ )3(: اﻟﺒﯿﺎﻧﺎت اﻷوﻟﯿﺔ اﻹﺣﺼﺎﺋﯿﺔ‬

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‫ﻣﻠﺤﻖ )1(‬

‫ﻗﺎﺋﻤﺔ ﺑﺄﺳﻤﺎء اﻟﻤﺤﻜﻤﯿﻦ‬
‫ﻣﻜﺎن اﻟﻌﻤﻞ / اﻟﺠﺎﻣﻌﺔ‬
‫ﺠﺎﻤﻌﺔ ﺍﻟﺸﺭﻕ ﺍﻷﻭﺴﻁ ﻟﻠﺩﺭﺍﺴﺎﺕ ﺍﻟﻌﻠﻴﺎ‬ ‫ﺠﺎﻤﻌﺔ ﺍﻟﺸﺭﻕ ﺍﻷﻭﺴﻁ ﻟﻠﺩﺭﺍﺴﺎﺕ ﺍﻟﻌﻠﻴﺎ‬ ‫ﺠﺎﻤﻌﺔ ﺍﻟﺸﺭﻕ ﺍﻷﻭﺴﻁ ﻟﻠﺩﺭﺍﺴﺎﺕ ﺍﻟﻌﻠﻴﺎ‬ ‫ﺍﻟﺠﺎﻤﻌﺔ ﺍﻷﺭﺩﻨﻴﺔ‬

‫اﻟﺘﺨﺼﺺ‬
‫ﻤﺤﺎﺴﺒﺔ‬ ‫ﺇﺩﺍﺭﺓ ﺍﻋﻤﺎل‬ ‫ﺇﺩﺍﺭﺓ ﺃﻋﻤﺎل‬ ‫ﺇﺩﺍﺭﺓ ﺃﻋﻤﺎل‬

‫اﻟﻠﻘﺐ اﻟﻌﻠﻤﻲ واﻷﺳﻢ‬
‫ﺃ.ﺩ ﻤﺤﻤﺩ ﻤﻁﺭ‬ ‫ﺃ.ﺩ ﻤﺤﻤﺩ ﺍﻟﻨﻌﻴﻤﻲ‬ ‫ﺃ.ﺩ ﻴﺎﺴﺭ ﺍﻟﻌﺩﻭﺍﻥ‬ ‫ﺩ. ﺭﺒﺤﻲ ﺍﻟﺤﺴﻥ‬

‫اﻟﺮﻗﻢ‬
‫1‬ ‫2‬ ‫3‬ ‫4‬

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‫ﻣﻠﺤﻖ )2(‬
‫ﺒﺴﻡ ﺍﷲ ﺍﻟﺭﺤﻤﻥ ﺍﻟﺭﺤﻴﻡ‬

‫اﻹﺳﺘﺒﺎﻧﺔ‬
‫ﺍﻟﻤﻬﻨﺩﺱ ﺍﻟﻤﺤﺘﺭﻡ‬ ‫ﺘﺤﻴﺔ ﻁﻴﺒﺔ ﻭﺒﻌﺩ،‬ ‫ﺘﺠﺭﻱ ﺍﻟﺒﺎﺤﺜﺔ ﺩﺭﺍﺴﺔ ﺒﻌﻨﻭﺍﻥ "ﻋﻼﻗﺔ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺒﺘﺤﻘﻴﻕ ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ" ﺩﺭﺍﺴﺔ‬ ‫ﻤﻴﺩﺍﻨﻴﺔ ﻟﻌﻴﻨﺔ ﻤﻥ ﺸﺭﻜﺎﺕ ﺍﻹﻨﺸﺎﺀ ﻭﺍﻟﺘﻌﻤﻴﺭ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﺍﻷﺭﺩﻥ. ﻭﺫﻟﻙ ﺍﺴﺘﻜﻤﺎ ﹰ ﻟﻤﺘﻁﻠﺒﺎﺕ‬ ‫ﻻ‬ ‫ﺍﻟﺤﺼﻭل ﻋﻠﻰ ﺩﺭﺠﺔ ﺍﻟﻤﺎﺠﺴﺘﻴﺭ ﻓﻲ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎل ﻤﻥ ﺠﺎﻤﻌﺔ ﺍﻟﺸﺭﻕ ﺍﻷﻭﺴﻁ ﻟﻠﺩﺭﺍﺴﺎﺕ ﺍﻟﻌﻠﻴﺎ.‬

‫ﻭﻤﻥ ﺃﺠل ﺫﻟﻙ، ﻗﺎﻤﺕ ﺍﻟﺒﺎﺤﺜﺔ ﺒﺒﻨﺎﺀ ﺇﺴﺘﺒﺎﻨﺔ ﻟﻠﺩﺭﺍﺴﺔ، ﻟﺫﺍ ﺃﺭﺠﻭ ﺘﻌﺎﻭﻨﻜﻡ ﻭﺍﻟﺘﻜﺭﻡ ﺒﺎﻹﺠﺎﺒﺔ‬ ‫ﻋﻠﻰ ﻓﻘﺭﺍﺘﻬﺎ ﺒﻜل ﺼﺭﺍﺤﺔ ﻭﻤﻭﻀﻭﻋﻴﺔ ﻭﺫﻟﻙ ﺒﻭﻀﻊ ﺇﺸﺎﺭﺓ )‪ (ü‬ﻓﻲ ﺍﻟﻤﻜﺎﻥ ﺍﻟﻤﻨﺎﺴﺏ ﻟﻜل ﻓﻘﺭﺓ‬ ‫ﺘﻭﻀﺢ ﺩﺭﺠﺔ ﺍﻷﻫﻤﻴﺔ ﻟﻜل ﻤﻨﻬﺎ، ﻋﻠﻤ ﹰ ﺒﺄﻥ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺍﻟﺘﻲ ﺴﺘﻘﺩﻤﻭﻨﻬﺎ ﺴﻭﻑ ﺘﻌﺎﻤل ﺒﺴﺭﻴﺔ‬ ‫ﺎ‬ ‫ﺘﺎﻤﺔ، ﻭﻟﻥ ﺘﺴﺘﺨﺩﻡ ﺇﻻ ﻷﻏﺭﺍﺽ ﺍﻟﺒﺤﺙ ﺍﻟﻌﻠﻤﻲ.‬

‫ﺷﺎﻛﺮﺓﹰ ﻟﻜﻢ ﺣﺴﻦ ﺗﻌﺎﻭﻧﻜﻢ‬
‫اﻟﺒﺎﺣﺜﺔ‬ ‫داﻧﮫ ﺧﺎﻟﺪ ﻋﻤﺮو‬
‫ﻤﻼﺤﻅﺔ: ﻤﻥ ﺃﺠل ﺍﻻﺴﺘﻔﺴﺎﺭ ﻋﻥ ﺃﻱ ﻤﻌﻠﻭﻤﺔ ﻴﺭﺠﻰ ﺍﻻﺘﺼﺎل ﺒﺎﻟﺒﺎﺤﺜﺔ ﻋﻠﻰ‬
‫ﺍﻟﻬﺎﺘﻑ:5870475970 ﺃﻭ ﻋﻠﻰ ﺍﻟﺒﺭﻴﺩ ﺍﻹﻟﻜﺘﺭﻭﻨﻲ:‪Dana_amro@hotmail.com‬‬

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‫* ﺘﻌﺭﻴﻔﺎﺕ ﺘﺭﺠﻭ ﺍﻟﺒﺎﺤﺜﺔ ﻗﺭﺍﺀﺘﻬﺎ ﻗﺒل ﺍﻟﺸﺭﻭﻉ ﻓﻲ ﺍﻹﺠﺎﺒﺔ ﻋﻠﻰ ﺃﺴﺌﻠﺔ ﺍﻹﺴﺘﺒﺎﻨﺔ:‬ ‫• ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ )‪ :(Design Management‬ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺩﺍﺨل ﺍﻟﻤﺅﺴﺴﺔ ﺃﻭ ﺍﻟﺘﻨﻅﻴﻡ‬ ‫ﺘﺘﻜﻭﻥ ﻤﻥ ﺇﺩﺍﺭﺓ ﻜل ﻤﻅﺎﻫﺭ ﺍﻟﺘﺼﻤﻴﻡ ﺒﻤﺴﺘﻭﻴﻴﻥ ﻤﺨﺘﻠﻔﻴﻥ: 1- ﻤﺴﺘﻭﻯ ﺍﻟﺸﺭﻜﺔ 2- ﻤﺴﺘﻭﻯ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ، ﻭﻴﺤﺘﺎﺝ ﺘﻁﻭﻴﺭ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﺇﻟﻰ ﺘﻭﺴﻴﻊ ﺨﺒﺭﺓ ﺍﻟﻤﺸﺎﺭﻜﻴﻴﻥ ﻓﻲ ﻤﺸﺎﻜل‬ ‫ﺍﻟﺘﺼﻤﻴﻡ.ﻭﻫﻲ ﺘﻭﺯﻴﻊ ﺍﻷﺸﺨﺎﺹ ﻓﻲ ﺍﻟﻌﻤل ﻭﺫﻟﻙ ﺒﻭﻀﻊ ﻤﺩﺭﺍﺀ ﺍﻟﺘﺼﻤﻴﻡ ﻭﺤﺴﺏ‬ ‫ﺇﺨﺘﺼﺎﺼﻪ ﺒﺸﻜل ﻴﻭﻓﺭ ﻟﻠﻤﻨﻅﻤﺔ ﻤﺘﺎﺒﻌﺔ ﺃﻭ ﻤﻭﺍﺼﻠﺔ ﺃﻫﺩﺍﻓﻬﺎ ﺍﻟﻤﺸﺘﺭﻜﺔ.‬ ‫• ﺍﻟﺭﺴﺎﻟﺔ )‪ :(Mission‬ﻫﻲ ﺍﻟﻐﺭﺽ ﺍﻭ ﺴﺒﺏ ﻭﺠﻭﺩ ﺍﻟﻤﻨﻅﻤﺔ ﻓﻲ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﻲ ﺘﻭﺠﺩ ﻓﻴﻬﺎ‬ ‫ﻭﻫﻲ ﺩﺴﺘﻭﺭ ﻭﻤﺭﺸﺩ ﻟﻜﺎﻓﺔ ﺍﻟﻘﺭﺍﺭﺍﺕ ﻭﺍﻟﺠﻬﻭﺩ ﻟﻔﺘﺭﺓ ﺯﻤﻨﻴﺔ ﻁﻭﻴﻠﺔ.‬ ‫• ﺍﻟﺴﻴﺎﺴﺎﺕ )‪ :(Policies‬ﻫﻲ ﺨﻁﻭﻁ ﻋﺭﻴﻀﺔ ﻴﺴﺘﺭﺸﺩ ﺒﻬﺎ ﺍﻟﻌﺎﻤﻠﻭﻥ ﻓﻲ ﺇﺘﺨﺎﺫ ﺍﻟﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﻟﺠﻭﻫﺭﻴﺔ ﺫﺍﺕ ﺍﻟﻤﺩﻯ ﺍﻟﺯﻤﻨﻲ ﺍﻟﺒﻌﻴﺩ ﻓﻲ ﻤﺨﺘﻠﻑ ﺃﺠﺯﺍﺀ ﺍﻟﺸﺭﻜﺔ ﻭﻫﻲ ﺍﻟﻤﺒﺎﺩﺉ ﻭﺍﻟﻤﻔﺎﻫﻴﻡ‬ ‫ﺍﻟﺘﻲ ﺘﻀﻌﻬﺎ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ ﻟﻜﺎﻓﺔ ﺍﻟﻤﺴﺘﻭﻴﺎﺕ ﺍﻹﺩﺍﺭﻴﺔ.‬ ‫• ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ )‪ :(Design Systems‬ﻭﻫﻲ ﺍﻟﻌﻤﻠﻴﺎﺕ ﻭﺍﻟﺘﺸﻐﻴل ﻭﺍﻹﺠﺭﺍﺀﺍﺕ ﺍﻟﺘﻲ ﺘﺒﻴﻥ‬ ‫)ﻨﻅﻡ‬ ‫ﻭﺍﻟﻌﻤﻠﻴﺎﺕ‬ ‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﻟﻤﺨﺘﻠﻑ‬ ‫ﺍﻟﻤﻨﻅﻤﺔ‬ ‫ﺩﺍﺨل‬ ‫ﺍﻟﻌﻤل‬ ‫ﺇﺘﻤﺎﻡ‬ ‫ﻜﻴﻔﻴﺔ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ/ﺍﻟﻤﻭﺍﺯﻨﺎﺕ/ﺍﻹﻨﺘﺎﺝ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ/ﺭﻗﺎﺒﺔ ﺍﻟﺠﻭﺩﺓ/ﻤﺘﺎﻨﺔ ﺍﻷﺩﺍﺀ/ﺘﻘﻴﻴﻡ ﺍﻟﻌﻤل( .‬ ‫• ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ )‪ :(Design Processes‬ﻭﻫﻲ ﺍﻟﺨﻁﻭﺍﺕ ﺍﻟﺘﻲ ﻴﺠﺏ ﻤﻤﺎﺭﺴﺘﻬﺎ ﻤﻥ‬ ‫ﻗﺒل ﺠﻤﻴﻊ ﺃﻨﺸﻁﺔ ﺍﻟﻤﻨﻅﻤﺔ ﻹﻨﺠﺎﺯ ﺍﻟﺒﺭﺍﻤﺞ ﺍﻟﻤﺨﺘﻠﻔﺔ .‬ ‫• ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ )‪ : (Competitive Advantage‬ﻫﻲ ﻗﺩﺭﺓ ﺍﻟﻤﻨﻅﻤﺔ ﻋﻠﻰ ﺘﻘﺩﻴﻡ ﻗﻴﻤﺔ‬ ‫ﻤﺘﻔﻭﻗﺔ ﻟﻠﻌﻤﻼﺀ، ﻭﺍﻟﺘﻲ ﺘﻌﻁﻲ ﺍﻟﻤﻨﻅﻤﺔ ﺘﻔﻭﻗ ﹰ ﻨﻭﻋﻴ ﹰ ﻭﺃﻓﻀﻠﻴﺔ ﻋﻠﻰ ﺍﻟﻤﻨﺎﻓﺴﻴﻥ ﻭﺒﺎﻟﺘﺎﻟﻲ ﺘﺘﻴﺢ‬ ‫ﺎ‬ ‫ﺎ‬ ‫ﻟﻬﺎ ﺘﺤﻘﻴﻕ ﻨﺘﺎﺌﺞ ﺃﺩﺍﺀ ﻋﺎﻟﻴﺔ.‬ ‫• ﺍﻹﺒﺩﺍﻉ )‪ :(Creativity‬ﻫﻭ ﻤﺯﻴﺞ ﻤﻥ ﺍﻟﺨﻴﺎل ﺍﻟﻌﻠﻤﻲ ﺍﻟﻤﺭﻥ، ﻟﺘﻁﻭﻴﺭ ﻓﻜﺭﺓ ﻗﺩﻴﻤﺔ، ﺃﻭ‬ ‫ﻹﻴﺠﺎﺩ ﻓﻜﺭﺓ ﺠﺩﻴﺩﺓ، ﻤﻬﻤﺎ ﻜﺎﻨﺕ ﺍﻟﻔﻜﺭﺓ ﺼﻐﻴﺭﺓ، ﻴﻨﺘﺞ ﻋﻨﻬﺎ ﺇﻨﺘﺎﺝ ﻤﺘﻤﻴﺯ ﻏﻴﺭ ﻤﺄﻟﻭﻑ،‬ ‫ﻴﻤﻜﻥ ﺘﻁﺒﻴﻘﻪ ﻭﺍﺴﺘﻌﻤﺎﻟﻪ.‬ ‫• ﺍﻻﺒﺘﻜﺎﺭ )‪ :(Innovation‬ﻴﺘﺭﻜﺯ ﻋﻠﻰ ﺍﻷﺩﺍﺀ ﺍﻟﻤﺘﻤﻴﺯ ﻓﻲ ﻤﻜﻭﻨﺎﺕ ﺍﻟﻘﺩﺭﺓ ﺍﻻﺒﺘﻜﺎﺭﻴﺔ ﻤﺜل‬ ‫)ﺍﻟﻁﻼﻗﺔ -ﺍﻟﻤﺭﻭﻨﺔ - ﺍﻷﺼﺎﻟﺔ - ﺍﻹﻀﺎﻓﺎﺕ ﻜﻤﻌﺎﻴﻴﺭ ﻤﺤﺩﺩﺓ ﻟﻠﺘﻔﻭﻕ(،ﻭﻫﻭ ﺍﻟﻁﺎﺒﻊ‬ ‫ﺍﻟﺸﺨﺼﻲ ﺍﻟﺫﻱ ﻴﻀﻔﻴﻪ ﺍﻟﻤﺼﻤﻡ ﻋﻠﻰ ﺘﺼﻤﻴﻡ ﺸﻲﺀ ﺠﺩﻴﺩ ﻋﻠﻰ ﻨﺤﻭ ﻴﺴﻤﺢ ﺒﺘﻤﻴﻴﺯ ﻫﺫﺍ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ ﻋﻥ ﺴﻭﺍﻩ ﻤﻥ ﺍﻟﺘﺼﺎﻤﻴﻡ ﺍﻷﺨﺭﻯ ﻟﻨﻔﺱ ﺍﻟﻨﻭﻉ.‬

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‫)1( اﻟﺨﺼﺎﺋﺺ اﻟﺸﺨﺼﯿﺔ:‬ ‫)1- 1( اﻟﻌﻤﺮ:‬
‫‪o‬‬ ‫‪o‬‬ ‫‪o‬‬ ‫‪o‬‬
‫ﻤﻥ 03 – 93 ﺴﻨﺔ‬ ‫ﻤﻥ 06 ﻓﺄﻜﺜﺭ‬

‫‪o‬‬ ‫‪o‬‬ ‫‪o‬‬ ‫‪o‬‬

‫ﺃﻗل ﻤﻥ 03 ﺴﻨﺔ‬ ‫ﻤﻥ 04 – 94 ﺴﻨﺔ‬

‫)1- 2( اﻟﻤﺆھﻞ اﻟﻌﻠﻤﻲ:‬
‫ﺩﺒﻠﻭﻡ ﻋﺎﻟﻲ‬ ‫ﺩﻜﺘﻭﺭﺍﻩ‬ ‫ﺒﻜﺎﻟﻭﺭﻴﻭﺱ‬ ‫ﻤﺎﺠﺴﺘﻴﺭ‬

‫)1- 3( ﻣﺪة اﻟﺨﺒﺮة ﻓﻲ اﻟﻤﺆﺳﺴﺔ اﻟﺤﺎﻟﯿﺔ:‬
‫‪o‬‬ ‫‪o‬‬
‫6 -01 ﺴﻨﻭﺍﺕ‬ ‫ﻤﻥ 61 ﻓﺄﻜﺜﺭ‬

‫‪o‬‬ ‫‪o‬‬

‫5 ﺴﻨﻭﺍﺕ ﻓﻤﺎ ﺩﻭﻥ‬ ‫11 – 51 ﺴﻨﺔ‬

‫)1- 4( ﻋﺪد اﻟﻤﺆﺳﺴﺎت اﻟﺘﻲ ﻋﻤﻠﺖ ﺑﮭﺎ ﺳﺎﺑﻘﺎ:‬
‫‪o‬‬ ‫‪o‬‬
‫ﺍﺜﻨﺘﺎﻥ‬ ‫ﺃﺭﺒﻊ ﻓﺄﻜﺜﺭ‬

‫‪o‬‬ ‫‪o‬‬

‫0 - ﻭﺍﺤﺩﺓ‬ ‫ﺜﻼﺙ‬

‫)1- 5( ﻤﺩﺓ ﺍﻟﺨﺒﺭﺓ ﻓﻲ ﺍﻟﻤﺅﺴﺴﺎﺕ ﺍﻷﺨﺭﻯ:‬
‫‪o‬‬ ‫‪o‬‬
‫6 – 01 ﺴﻨﻭﺍﺕ‬ ‫61 ﻓﺄﻜﺜﺭ‬

‫‪o‬‬ ‫‪o‬‬

‫5 ﺴﻨﻭﺍﺕ ﻓﻤﺎ ﺩﻭﻥ‬ ‫11 -51 ﺴﻨﺔ‬

‫)1- 6( اﻟﻤﺴﻤﻰ اﻟﻮﻇﯿﻔﻲ:‬
‫‪o‬‬ ‫‪o‬‬
‫ﻤﺩﻴﺭ ﻤﺸﺭﻭﻉ‬ ‫ﻤﻬﻨﺩﺱ / ﻤﺼﻤﻡ‬

‫‪o‬‬ ‫‪o‬‬

‫ﻤﺩﻴﺭ ﻋﺎﻡ / ﻤﺩﻴﺭ ﺘﻨﻔﻴﺫﻱ‬ ‫ﺭﺌﻴﺱ ﻗﺴﻡ‬

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‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻲ :ﺃ - ﺍﻟﺭﺴـﺎﻟﺔ )‪ :(Mission‬ﺒـﻴﻥ‬ ‫ﻣﻨﺨﻔﻀﺔ‬ ‫ﻣﺘﻮﺳﻄﺔ‬ ‫ﺟﺪا‬ ‫ﻣﻨﺨﻔﻀﺔ‬ ‫ﻋﺎﻟﯿﺔ‬ ‫ﺟﺪا‬

‫ﺍﻟﻤﺤﻭﺭ ﺍﻷﻭل:‬
‫اﻟﺮﻗﻢ‬ ‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬

‫ﻭﺠﻬﺔ ﻨﻅﺭﻙ ﺤﻭل ﺃﻫﻤﻴﺔ ﺍﻟﻔﻘﺭﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ ﺤﺴﺏ ﻤﻤﺎﺭﺴﺘﻬﺎ ﻓﻲ ﺸﺭﻜﺘﻜﻡ :‬ ‫ﻋﺎﻟﯿﺔ‬ ‫اﻟﻔـﻘـﺮة‬ ‫ﺗﺴﻌﻰ اﻟﺸﺮﻛﺔ ﻷن ﺗﻜﻮن اﻟﺮاﺋﺪة ﻓﻲ ﻣﺠﺎل‬ ‫اﻻﺳﺘﺸﺎرات اﻟﻌﻘﺎرﯾﺔ.‬ ‫ُ ﺴﺎھﻢ اﻟ ﺸﺮﻛﺔ ﻓ ﻲ اﻟﺘﻄ ﻮﯾﺮ اﻟﻌﻘ ﺎري ﻣ ﻦ ﻣﺒ ﺎ ٍ ﻓ ﻲ‬ ‫ن‬ ‫ﺗ‬ ‫اﻟﻤﻨﻄﻘﺔ ﻣﻦ ﺧﻼل اﻟﺘﺼﻤﯿﻢ.‬ ‫ُﻘ ﺎس ﻧﺠ ﺎح اﻟ ﺸﺮﻛﺔ ﻣ ﻦ ﺧ ﻼل ﺗﻘ ﺪﯾﻢ ﻣ ﺸﺎرﯾﻊ‬ ‫ﯾ‬ ‫اﺳﺘﺜﻤﺎرﯾﺔ ﻣﺒﺘﻜﺮة.‬ ‫ﺗﺆﻛﺪ اﻟﺸﺮﻛﺔ ﻋﻠﻰ ھﻮﯾﺘﮭﺎ ﻣﻦ ﺧﻼل دﻋﻤﮭﺎ ﻟﻠﺘﺼﻤﯿﻢ.‬ ‫ﺗﺄﺧ ﺬ اﻟ ﺸﺮﻛﺔ آراء اﻟﻤﮭﻨﺪﺳ ﯿﻦ ﻓ ﻲ ﺗﻜ ﻮﯾﻦ رﺳ ﺎﻟﺔ‬ ‫اﻟﺸﺮﻛﺔ ﺑﻌﯿﻦ ا ﻻﻋﺘﺒﺎر .‬ ‫ﺗﺆﻛﺪ اﻟﺸﺮﻛﺔ ﻋﻠﻰ ﺗﺤﻘﯿﻖ اﻟﺠﻮدة ﻓﻲ أداء ﻣﺸﺎرﯾﻌﮭﺎ.‬ ‫ﺗﺆﻛ ﺪ اﻟ ﺸﺮﻛﺔ ﻋﻠ ﻰ اﻹﺑ ﺪاع واﻻﺑﺘﻜ ﺎر ﻓ ﻲ أداء‬ ‫ﻣﺸﺎرﯾﻌﮭﺎ.‬ ‫ﺗ ﺴﻌﻰ اﻟ ﺸﺮﻛﺔ إﻟ ﻰ ﺗﻘ ﺪﯾﻢ ﺧ ﺪﻣﺎت ﻟﻠﻌﻤ ﻼء ﺗﻨﻔ ﺮد ﺑﮭ ﺎ‬ ‫ﻋﻦ ﺳﻮاھﺎ ﻣﻦ اﻟﻤﻨﺎﻓﺴﯿﻦ.‬ ‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻹﺴﺘﺭﺍﺘﻴﺠﻲ : ﺏ - ﺍﻟـﺴﻴﺎﺴﺎﺕ )‪:(Policies‬‬ ‫ﻣﻨﺨﻔﻀﺔ‬ ‫ﺟﺪا‬ ‫ﻋﺎﻟﯿﺔ ﻣﺘﻮﺳﻄﺔ ﻣﻨﺨﻔﻀﺔ‬ ‫ﻋﺎﻟﯿﺔ‬ ‫ﺟﺪا‬

‫ﺍﻟﻤﺤﻭﺭ ﺍﻟﺜﺎﻨﻲ:‬
‫اﻟﺮﻗﻢ‬ ‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬

‫ﺒﻴﻥ ﻭﺠﻬﺔ ﻨﻅﺭﻙ ﺤﻭل ﺃﻫﻤﻴﺔ ﺍﻟﻔﻘﺭﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ ﺤﺴﺏ ﻤﻤﺎﺭﺴﺘﻬﺎ ﻓﻲ ﺸﺭﻜﺘﻜﻡ:‬ ‫اﻟﻔـﻘـﺮة‬ ‫ﺗﺆﻛﺪ اﻟﺸﺮﻛﺔ ﻋﻠﻰ ﺗﻄﺒﯿﻖ إﺳﺘﺮاﺗﯿﺠﯿﺔ اﻟﺘﺼﻤﯿﻢ.‬ ‫ﺗﻘﻮم اﻟﺸﺮﻛﺔ ﺑﺘﻌﺮﯾﻒ ﻧﻈﺎم إدارة اﻟﺘﺼﻤﯿﻢ ﻟﻠﻌﺎﻣﻠﯿﻦ.‬ ‫ﺗﻌ ﺪ اﻟ ﺸﺮﻛﺔ ﻣﻮازﻧ ﺔ ﻣﺤ ﺪدة ﻟﺘﻄﺒﯿ ﻖ إﺳ ﺘﺮﺗﯿﺠﯿﺔ‬ ‫اﻟﺘﺼﻤﯿﻢ.‬ ‫ﺗﺤ ﺮص اﻟ ﺸﺮﻛﺔ ﻋﻠ ﻰ إﺳ ﺘﺨﺪام أﺣ ﺪث اﻟﺘﻜﻨﻮﻟﻮﺟﯿ ﺎ‬ ‫اﻟﺴﺎﺋﺪة ﻟﺘﻄﻮﯾﺮ ﻋﻤﻠﯿﺎت اﻟﺘﺼﻤﯿﻢ.‬ ‫ﺗﻘﻮم اﻟﺸﺮﻛﺔ ﺑﺘﻮزﯾﻊ اﻟﻤﮭﺎم ﻋﻠ ﻰ اﻟﻌ ﺎﻣﻠﯿﻦ ﻛ ﻞ ﺣ ﺴﺐ‬ ‫ﺗﺨﺼﺼﮫ ﻓﻲ اﻟﺸﺮﻛﺔ.‬ ‫ﺗﻘﺪم اﻟﺸﺮﻛﺔ ﺣﻮاﻓﺰ ﻣﺎدﯾﺔ وﻣﻌﻨﻮﯾﺔ ﻷﺻﺤﺎب اﻷﻓﻜﺎر‬ ‫اﻹﺑﺪاﻋﯿﺔ.‬ ‫ﺗ ﺴﻌﻰ اﻟ ﺸﺮﻛﺔ ﻹﺳ ﺘﻘﻄﺎب أﻓ ﺮاد ذوي ﻣ ﺆھﻼت ﻓﻨﯿ ﺔ‬ ‫وﻋﻠﻤﯿﺔ ﻋﺎﻟﯿﺔ.‬ ‫ُﺤ ﺪد إدارة اﻟﺘ ﺼﻤﯿﻢ ﻣﻌ ﺎﯾﯿﺮ اﻷداء اﻟﻤﺘﻤﯿ ﺰ‬ ‫ﺗ‬ ‫ﻟﻤﺸﺎرﯾﻌﮭﺎ.‬

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‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ )ﺍﻷﻋﻤﺎل (: ﺃ - ﺃﻨﻅﻤﺔ ﺍﻟﺘﺼﻤﻴﻡ:‬ ‫ﻣﻨﺨﻔﻀﺔ ﻣﻨﺨﻔﻀﺔ‬ ‫ﻋﺎﻟﯿﺔ ﻣﺘﻮﺳﻄﺔ‬ ‫ﺟﺪا‬ ‫ﻋﺎﻟﯿﺔ‬ ‫ﺟﺪا‬

‫ﺍﻟﻤﺤﻭﺭ ﺍﻟﺜﺎﻟﺙ:‬
‫اﻟﺮﻗﻢ‬ ‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬

‫ﺒﻴﻥ ﻭﺠﻬﺔ ﻨﻅﺭﻙ ﺤﻭل ﺃﻫﻤﻴﺔ ﺍﻟﻔﻘﺭﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ ﺤﺴﺏ ﻤﻤﺎﺭﺴﺘﻬﺎ ﻓﻲ ﺸﺭﻜﺘﻜﻡ:‬ ‫اﻟﻔـﻘـﺮة‬ ‫ﺗﺤﺮص إدارة اﻟﺘﺼﻤﯿﻢ ﻋﻠﻰ ﺗﺤﻠﯿﻞ اﺣﺘﯿﺎﺟﺎت‬ ‫ورﻏﺒﺎت اﻟﻌﻤﻼء.‬ ‫ﺗﺤ ﺮص إدارة اﻟﺘ ﺼﻤﯿﻢ ﻋﻠ ﻰ اﻟﺘﻨ ﺴﯿﻖ ﺑ ﯿﻦ أﻗ ﺴﺎم‬ ‫)اﻟﺘﺴﻮﯾﻖ، اﻹﺗﺼﺎﻻت، اﻟﺘﺼﻤﯿﻢ(.‬ ‫ﺗﻌﻤﻞ إدارة اﻟﺘﺼﻤﯿﻢ ﻋﻠﻰ ﺗﻮﺿﯿﺢ أﺳﺎﺳﯿﺎت اﻟﺘﺼﻤﯿﻢ.‬ ‫ﺗﺆﻛﺪ إدارة اﻟﺘﺼﻤﯿﻢ ﻋﻠﻰ دور ﻣﺪﯾﺮ اﻟﺘﺼﻤﯿﻢ ﻓﻲ أداء‬ ‫اﻟﻌﻤﻞ.‬ ‫ﺗﻌﻤ ﻞ إدارة اﻟﺘ ﺼﻤﯿﻢ ﻋﻠ ﻰ ﺗﺤﺪﯾ ﺪ ﺑ ﺮاﻣﺞ زﻣﻨﯿ ﺔ ﻣ ﻦ‬ ‫ﺑﺪاﯾﺔ اﻟﻤﺸﺮوع ﺣﺘﻰ اﻟﺘﺴﻠﯿﻢ اﻟﻨﮭﺎﺋﻲ ﻟﮫ.‬ ‫ﺗﻌﻤ ﻞ إدارة اﻟﺘ ﺼﻤﯿﻢ ﻋﻠ ﻰ ﺗﻮزﯾ ﻊ اﻟﻤﮭ ﺎم اﻟﺘ ﺼﻤﯿﻤﯿﺔ‬ ‫ﻋﻠﻰ ﻓﺮق اﻟﻌﻤﻞ.‬ ‫ﺗﺸﺠﻊ إدارة اﻟﺘﺼﻤﯿﻢ أﺳﻠﻮب اﻟﻌﻤ ﻞ اﻟﺠﻤ ﺎﻋﻲ ﻹﻧﺘ ﺎج‬ ‫أﻓﻜﺎر إﺑﺪاﻋﯿﺔ ﺟﺪﯾﺪة.‬ ‫ﺗﻀﻊ إدارة اﻟﺘﺼﻤﯿﻢ ﺗﺼﻮرً ﻣﺒ ﺪﺋﯿ ً ﻟﻌﻤﻠﯿﺘ ﻲ )ﺗ ﺴﻮﯾﻖ‬ ‫ﺎ‬ ‫ا‬ ‫وﺗﺼﻤﯿﻢ اﻟﻤﺸﺮوع(.‬ ‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻋﻠﻰ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻜﺘﻴﻜﻲ )ﺍﻷﻋﻤﺎل (: ﺏ - ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺼﻤﻴﻡ:‬ ‫ﻣﻨﺨﻔﻀﺔ‬ ‫ﺟﺪا‬ ‫ﻣﺘﻮﺳﻄﺔ ﻣﻨﺨﻔﻀﺔ‬ ‫ﻋﺎﻟﯿﺔ‬ ‫ﺟﺪا‬

‫ﺍﻟﻤﺤﻭﺭ ﺍﻟﺭﺍﺒﻊ:‬
‫اﻟﺮﻗﻢ‬ ‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬

‫ﺒﻴﻥ ﻭﺠﻬﺔ ﻨﻅﺭﻙ ﺤﻭل ﺃﻫﻤﻴﺔ ﺍﻟﻔﻘﺭﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ ﺤﺴﺏ ﻤﻤﺎﺭﺴﺘﻬﺎ ﻓﻲ ﺸﺭﻜﺘﻜﻡ:‬ ‫ﻋﺎﻟﯿﺔ‬ ‫اﻟﻔـﻘـﺮة‬ ‫ﺗﺤﺪد إدارة اﻟﺘﺼﻤﯿﻢ ﺧﻄﻮات ﻣﺮاﺣﻞ اﻟﺘﺼﻤﯿﻢ.‬ ‫ﺗﻘﻮم إدارة اﻟﺘﺼﻤﯿﻢ ﺑﺘﻘﺪﯾﻢ ﻣﻌﻠﻮﻣﺎت ﻋﻦ ﻣﻀﻤﻮن‬ ‫اﻟﻤﺸﺮوع واﻟﺘﻌﺮﯾﻒ ﺑﮫ.‬ ‫ﺗﺴﻌﻰ إدارة اﻟﺘﺼﻤﯿﻢ إﻟ ﻰ إﺗﺒ ﺎع ﺧﻄ ﻮات ُﺘﺘﺎﺑﻌ ﺔ ﻓ ﻲ‬ ‫ﻣ‬ ‫ﻋﻤﻠﯿﺔ اﻟﺘﺼﻤﯿﻢ )ﻧﻈﺎم ﻣﺘﻜﺎﻣﻞ(.‬ ‫ﺗﻘ ﻮم إدارة اﻟﺘ ﺼﻤﯿﻢ ﺑﻌﻤ ﻞ ﺗﺤﻠﯿ ﻞ ﻷھ ﺪاف اﻟﺘ ﺼﻤﯿﻢ‬ ‫اﻟﺤﺎﻟﻲ ﻟﻠﻤﺸﺮوع.‬ ‫ﺗﻘ ﻮم إدارة اﻟﺘ ﺼﻤﯿﻢ ﺑﺠﻤ ﻊ اﻷﻓﻜ ﺎر ﻟﺘ ﺼﻤﯿﻢ اﻟﻤ ﺸﺮوع‬ ‫ﻣ ﻦ ﻓﺮﯾ ﻖ اﻟﻌﻤ ﻞ ﺑﺄﺳ ﻠﻮب اﻟﻌ ﺼﻒ اﻟ ﺬھﻨﻲ‬ ‫)‪.(Brainstorming‬‬ ‫ﺗﻘ ﻮم إدارة اﻟﺘ ﺼﻤﯿﻢ ﺑﻌﻤ ﻞ أﺑﺤ ﺎث ﻟﺘ ﺼﺎﻣﯿﻢ ﻣ ﺸﺎرﯾﻊ‬ ‫ﻣﺸﺎﺑﮭﺔ ﻓﻲ اﻟﻤﯿﺪان.‬ ‫ﺗ ﺴﻌﻰ إدارة اﻟﺘ ﺼﻤﯿﻢ إﻟ ﻰ ﺣ ﻞ اﻟﻤ ﺸﺎﻛﻞ اﻟﺘ ﻲ ﺗﺘﻌﻠ ﻖ‬ ‫ﺑﺎﻟﺘﺼﻤﯿﻢ.‬ ‫ﺗﺴﻌﻰ إدارة اﻟﺘﺼﻤﯿﻢ إﻟﻰ ﺗﻄﻮﯾﺮ وﺗﺤﺪﯾﺚ اﻟﺘﺼﻤﯿﻢ.‬

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‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﺼﻤﻴﻡ ﻓﻲ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﺸﻐﻴﻠﻲ )ﺍﻟﻤﺸﺭﻭﻉ ﺍﻟﻨﻬﺎﺌﻲ(:‬ ‫ﻣﻨﺨﻔﻀﺔ‬ ‫ﺟﺪا‬ ‫ﻋﺎﻟﯿﺔ ﻣﺘﻮﺳﻄﺔ ﻣﻨﺨﻔﻀﺔ‬ ‫ﻋﺎﻟﯿﺔ‬ ‫ﺟﺪا‬

‫ﺍﻟﻤﺤﻭﺭ ﺍﻟﺨﺎﻤﺱ:‬
‫اﻟﺮﻗﻢ‬ ‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬

‫ﺒﻴﻥ ﻭﺠﻬﺔ ﻨﻅﺭﻙ ﺤﻭل ﺃﻫﻤﻴﺔ ﺍﻟﻔﻘﺭﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ ﺤﺴﺏ ﻤﻤﺎﺭﺴﺘﻬﺎ ﻓﻲ ﺸﺭﻜﺘﻜﻡ:‬ ‫اﻟﻔـﻘـﺮة‬ ‫ﺗﺤﺮص إدارة اﻟﺘﺼﻤﯿﻢ ﻋﻠﻰ ﺗﻘﯿﯿﻢ اﻟﺘﺼﻤﯿﻢ ﻗﺒﻞ‬ ‫ﺗﻨﻔﯿﺬه.‬ ‫ﺗﺘﺎﺑﻊ إدارة اﻟﺘﺼﻤﯿﻢ دور ﻣﺪﯾﺮ اﻟﻤﺸﺮوع ﻋﻨﺪ اﻟﺘﻨﻔﯿﺬ.‬ ‫ﺗﺆﻛﺪ إدارة اﻟﺘﺼﻤﯿﻢ ﻋﻠﻰ ﺗﻨﻔﯿﺬ اﻟﺘﺼﻤﯿﻢ ﺑﺪﻗﺔ.‬ ‫ﺗﻮﻓﺮ إدارة اﻟﺘﺼﻤﯿﻢ ﻓ ﺮق ﻣﺘﺎﺑﻌ ﺔ ﻟﻤﺮاﺣ ﻞ اﻟﻌﻤ ﻞ ﻓ ﻲ‬ ‫اﻟﻤﺸﺮوع.‬ ‫ﺗﻌﻤﻞ إدارة اﻟﺘﺼﻤﯿﻢ ﻋﻠﻰ ﺗﻘﯿﯿﻢ ﻧﮭﺎﺋﻲ ﻟﻠﻤﺸﺮوع.‬ ‫ﺗﻘﻮم إدارة اﻟﺘ ﺼﻤﯿﻢ ﺑﻌﻤ ﻞ ﺗﻌ ﺪﯾﻼت وﺗﺤ ﺴﯿﻨﺎت ﻋﻠ ﻰ‬ ‫اﻟﻤﺸﺮوع ﻓﻲ ﻣﺮاﺣﻠﮫ اﻟﻤﺨﺘﻠﻔﺔ.‬ ‫ﺗﺤﺮص إدارة اﻟﺘﺼﻤﯿﻢ ﻋﻠﻰ وﺟ ﻮد ﻓﺮﯾ ﻖ ﻣﺘﺨ ﺼﺺ‬ ‫ﻟﺘﻘﯿﯿﻢ ﻣﺴﺘﻮى اﻷداء ﺣﺴﺐ اﻟﻤﻌﺎﯾﯿﺮ اﻟﻌﺎﻟﻤﯿﺔ.‬ ‫ﺗﻌﺘﻤﺪ إدارة اﻟﺘﺼﻤﯿﻢ اﻟﺘﻐﺬﯾ ﺔ اﻟﺮاﺟﻌ ﺔ )‪(Feedback‬‬ ‫ﻟﺘﺤﺴﯿﻦ ﻣﺴﺘﻮى أداﺋﮭﺎ.‬ ‫ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ: ﺃ - ﺍﻹﺒﺘﻜﺎﺭ ﻭ ﺍﻹﺒﺩﺍﻉ‬ ‫ﻣﻨﺨﻔﻀﺔ‬ ‫ﺟﺪا‬ ‫ﻣﺘﻮﺳﻄﺔ ﻣﻨﺨﻔﻀﺔ‬ ‫ﻋﺎﻟﯿﺔ‬ ‫ﺟﺪا‬

‫ﺍﻟﻤﺤﻭﺭ ﺍﻟﺴﺎﺩﺱ:‬
‫اﻟﺮﻗﻢ‬ ‫1‬ ‫2‬ ‫3‬

‫ﺒﻴﻥ ﻭﺠﻬﺔ ﻨﻅﺭﻙ ﺤﻭل ﺃﻫﻤﻴﺔ ﺍﻟﻔﻘﺭﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ ﺤﺴﺏ ﻤﻤﺎﺭﺴﺘﻬﺎ ﻓﻲ ﺸﺭﻜﺘﻜﻡ:‬ ‫ﻋﺎﻟﯿﺔ‬ ‫اﻟﻔـﻘـﺮة‬ ‫ﺗﻘﻮم اﻟﺸﺮﻛﺔ ﺑﺈﻓﺴﺎح اﻟﻤﺠﺎل ﻟﻠﻤﺼﻤﻤﯿﻦ ﻟﻠﺘﻌﺒﯿﺮ‬ ‫ﺑﺤﺮﯾﺔ ﻋﻦ آراﺋﮭﻢ ﻋﻨﺪ اﻟﺘﺼﻤﯿﻢ.‬ ‫ﺗﺤ ﺮص اﻟ ﺸﺮﻛﺔ ﻋﻠ ﻰ ﻃ ﺮح أﻓﻜ ﺎر ﻣﺒﺘﻜ ﺮة وﻣﺒﺪﻋ ﺔ‬ ‫ﻟﺘﺼﻤﯿﻤﺎﺗﮭﺎ.‬ ‫ﺗﺤﺮص اﻟﺸﺮﻛﺔ ﻋﻠﻰ إﺳﺘﻘﻄﺎب ﻛﻔﺎءات وﺧﺒﺮات ﻣ ﻦ‬ ‫أﻓ ﺮاد ﻣﻤﯿ ﺰﯾﻦ وﻣﺒ ﺪﻋﯿﻦ ﻟﺘ ﻮﻇﯿﻔﮭﻢ ﻓ ﻲ أﻋﻤ ﺎل‬ ‫اﻟﺘﺼﻤﯿﻢ.‬ ‫ﺗﺤ ﺮص اﻟ ﺸﺮﻛﺔ ﻋﻠ ﻰ إﺳ ﺘﺨﺪام اﻟﺨﺎﻣ ﺎت اﻟﻤﺨﺘﻠﻔ ﺔ‬ ‫اﻟﺠﺪﯾﺪة ﻟﺘﺤﻘﯿﻖ ﻣﺸﺎرﯾﻊ ﻣﺒﺘﻜﺮة.‬ ‫ﺗﺤ ﺮص اﻟ ﺸﺮﻛﺔ ﻋﻠ ﻰ إﺳ ﺘﺨﺪام أﺳ ﺎﻟﯿﺐ ﺗﻜﻨﻮﻟﻮﺟﯿ ﺔ‬ ‫ﺟﺪﯾﺪة ﻟﺘﺤﻘﯿﻖ ﻣﺸﺎرﯾﻊ ﻣﺒﺪﻋﺔ وﻣﺒﺘﻜﺮة.‬ ‫ﺗﻮﻓﺮ اﻟﺸﺮﻛﺔ اﻹﻣﻜﺎﻧﺎت اﻟﻤﺎدﯾ ﺔ واﻟﻤﻌﻨﻮﯾ ﺔ ﻟﻤﻮﻇﻔﯿﮭ ﺎ‬ ‫ﻟﺘﺸﺠﯿﻌﮭﻢ ﻋﻠﻰ اﻹﺑﺪاع واﻹﺑﺘﻜﺎر.‬ ‫ﺗﺤ ﺮص اﻟ ﺸﺮﻛﺔ ﻋﻠ ﻰ إﻧﺘ ﺎج أﻓﻜ ﺎر ﺗ ﺼﻤﯿﻤﯿﺔ ﻣﺒﺪﻋ ﺔ‬ ‫ﺗﺨﺘﻠﻒ ﺟﺬرﯾﺎ ﻋﻦ ﻣﺎ ﯾﺘﺒﻌﮫ اﻟﻤﻨﺎﻓﺴﻮن.‬ ‫ﺗﻘ ﺪم اﻟ ﺸﺮﻛﺔ اﻟﺤ ﻮاﻓﺰ ﻷﺻ ﺤﺎب اﻷﻓﻜ ﺎر اﻹﺑﺪاﻋﯿ ﺔ‬ ‫داﺧﻞ اﻟﺸﺮﻛﺔ.‬

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‫ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ: ﺏ - ﺍﻟﺠﻭﺩﺓ‬ ‫ﻣﻨﺨﻔﻀﺔ‬ ‫ﺟﺪا‬ ‫ﻋﺎﻟﯿﺔ ﻣﺘﻮﺳﻄﺔ ﻣﻨﺨﻔﻀﺔ‬ ‫ﻋﺎﻟﯿﺔ‬ ‫ﺟﺪا‬

‫ﺍﻟﻤﺤﻭﺭ ﺍﻟﺴﺎﺒﻊ:‬
‫اﻟﺮﻗﻢ‬ ‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬

‫ﺒﻴﻥ ﻭﺠﻬﺔ ﻨﻅﺭﻙ ﺤﻭل ﺃﻫﻤﻴﺔ ﺍﻟﻔﻘﺭﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ ﺤﺴﺏ ﻤﻤﺎﺭﺴﺘﻬﺎ ﻓﻲ ﺸﺭﻜﺘﻜﻡ:‬ ‫اﻟﻔـﻘـﺮة‬ ‫ﺗﺤﺮص اﻟﺸﺮﻛﺔ ﻋﻠﻰ ﻋﻘﺪ دورات ﺗﺪرﯾﺒﯿﺔ ﻟﻠﻌﺎﻣﻠﯿﻦ‬ ‫ﺑﺸﻜﻞ ﻣﺴﺘﻤﺮ.‬ ‫ﺗﺆﻛﺪ إدارة اﻟﺘﺼﻤﯿﻢ ﻋﻠﻰ ﺗﻄﺒﯿ ﻖ ﻣﻌ ﺎﯾﯿﺮ اﻟﺠ ﻮدة ﻓ ﻲ‬ ‫ﺟﻤﯿﻊ ﻣﺮاﺣﻞ اﻟﻤﺸﺮوع.‬ ‫ﺗﺤ ﺮص اﻟ ﺸﺮﻛﺔ ﻋﻠ ﻰ ﺿ ﺒﻂ اﻟﺠ ﻮدة ﻣ ﻦ ﺧ ﻼل ﻓ ﺮق‬ ‫ﻣﺘﺎﺑﻌﺔ ﻣﺘﺨﺼﺼﺔ ﻟﻠﻤﺸﺮوع.‬ ‫ﺗﺆﻛﺪ اﻟﺸﺮﻛﺔ ﻋﻠﻰ أن اﻟﺠ ﻮدة ھ ﻲ ﻣ ﺴﺆوﻟﯿﺔ ﺟﻤﺎﻋﯿ ﺔ‬ ‫ﻟﻺدارﯾﯿﻦ واﻟﻤﺼﻤﻤﯿﻦ واﻟﻤﮭﻨﺪﺳﯿﻦ واﻟﻤﺸﺮﻓﯿﻦ.‬ ‫ﺗﻘﻮم اﻟﺸﺮﻛﺔ ﺑﺘﺤﻘﯿﻖ رﺿﺎ ﻋﻤﻼﺋﮭﺎ.‬ ‫ﺗﻘ ﻮم اﻟ ﺸﺮﻛﺔ ﺑﺘﺨﻔ ﯿﺾ ﻣﻌ ﺪل اﻷﺧﻄ ﺎء ﻣ ﻦ ﺧ ﻼل‬ ‫اﺧﺘﯿﺎر ذوي اﻟﻜﻔﺎءات اﻟﻌﺎﻟﯿﺔ.‬ ‫ﺗﺆﻛ ﺪ اﻟ ﺸﺮﻛﺔ ﻋﻠ ﻰ اﺳ ﺘﺨﺪام أﺣ ﺪث اﻟﺘﻘﻨﯿ ﺎت‬ ‫واﻟﺘﻜﻨﻮﻟﻮﺟﯿﺎ ﺣﻔﺎﻇ ً ﻋﻠﻰ اﻟﺠﻮدة وﺧﻔﺾ اﻟﻜﻠﻔﺔ.‬ ‫ﺎ‬ ‫ﺗﻌﺘﻤ ﺪ اﻟ ﺸﺮﻛﺔ ﻣﻌ ﺎﯾﯿﺮ اﻟﺠ ﻮدة اﻟﻌﺎﻟﻤﯿ ﺔ ﻓ ﻲ ﺗﻘﯿ ﯿﻢ‬ ‫ﻣﺸﺎرﯾﻌﮭﺎ.‬

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‫ﺍﻟﻤﻴﺯﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ: ﺝ - ﺠﻤﺎﻟﻴﺔ ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻣﻨﺨﻔﻀﺔ‬ ‫ﺟﺪا‬ ‫ﻣﺘﻮﺳﻂ ﻣﻨﺨﻔﺾ‬ ‫ﻋﺎﻟﯿﺔ‬ ‫ﺟﺪا‬

‫ﺍﻟﻤﺤﻭﺭ ﺍﻟﺜﺎﻤﻥ:‬
‫اﻟﺮﻗﻢ‬ ‫1‬ ‫2‬ ‫3‬ ‫4‬ ‫5‬ ‫6‬ ‫7‬ ‫8‬

‫ﺒﻴﻥ ﻭﺠﻬﺔ ﻨﻅﺭﻙ ﺤﻭل ﺃﻫﻤﻴﺔ ﺍﻟﻔﻘﺭﺍﺕ ﺒﺭﺃﻴﻙ ﺤﺴﺏ ﻤﻤﺎﺭﺴﺘﻬﺎ ﻓﻲ ﺸﺭﻜﺘﻜﻡ ﺒﻤﺎ ﻴﻠﻲ:‬ ‫ﻋﺎﻟﻲ‬ ‫اﻟﻔـﻘـﺮة‬ ‫ﺗﺤﺮص اﻟﺸﺮﻛﺔ ﻋﻠﻰ ﺗﻘﺪﯾﻢ ﻣﺸﺎرﯾﻊ ذات ﺟﻤﺎﻟﯿﺔ‬ ‫ﻋﺎﻟﯿﺔ.‬ ‫ﺗﺆﻛﺪ اﻟﺸﺮﻛﺔ ﻋﻠ ﻰ إرﺿ ﺎء ﻋﻤﻼﺋﮭ ﺎ ﺑﺘﺤﻘﯿ ﻖ ﻣ ﺸﺎرﯾﻊ‬ ‫ذات ﺟﻤﺎﻟﯿﺔ ﻋﺎﻟﯿﺔ.‬ ‫ﺗﺤﺮص اﻟﺸﺮﻛﺔ ﻋﻠﻰ اﻟﻘﯿﻤﺔ اﻟﺠﻤﺎﻟﯿﺔ ﻋﻨﺪ ﺑﺪاﯾﺔ اﻟﺘﺼﻤﯿﻢ‬ ‫ﻷي ﻣﺸﺮوع .‬ ‫ﺗ ﺪرك اﻟ ﺸﺮﻛﺔ أن ﺟﻤﺎﻟﯿ ﺔ اﻟﺘ ﺼﻤﯿﻢ ﻣ ﺎ ھ ﻲ إﻻ ﻧﺘﯿﺠ ﺔ‬ ‫اﻹﺑﺘﻜﺎر واﻹﺑﺪاع.‬ ‫ﺗﺪرك اﻟﺸﺮﻛﺔ أن اﻟﺠﻮدة ﻣﻜﻤﻠﺔ ﻟﺠﻤﺎﻟﯿﺔ اﻟﺘﺼﻤﯿﻢ.‬ ‫ﺗﻘﺪم اﻟﺸﺮﻛﺔ ﻧﻤﺎذج أوﻟﯿﺔ ﻟﻠﻌﻤﻼء ﺑﺄﺣ ﺪث اﻟﺘﻜﻨﻮﻟﻮﺟﯿ ﺎ‬ ‫ﻟﺘﺒﺮز ﺟﻤﺎﻟﯿﺔ اﻟﻤﺸﺮوع ﻗﺒﻞ ﺗﻨﻔﯿﺬه.‬ ‫ﺗﺴﮭﻢ ﺟﻤﺎﻟﯿﺔ ﺗﺼﻤﯿﻢ اﻟﻤﺸﺎرﯾﻊ ﻓﻲ زﯾﺎدة إﻗﺒﺎل اﻟﻌﻤﻼء‬ ‫ﻋﻠﻰ اﻟﺸﺮﻛﺔ.‬ ‫ﺗﻌﺘﻤ ﺪ اﻟ ﺸﺮﻛﺔ ﺟﻤﺎﻟﯿ ﺔ اﻟﺘ ﺼﻤﯿﻢ ﻣﺆﺷ ﺮً ﻋﻠ ﻰ ﻧﺠ ﺎح‬ ‫ا‬ ‫ﻣﺸﺎرﯾﻌﮭﺎ.‬ ‫) 3(: ﻫل ﻟﺩﻴﻙ ﻤﻘﺘﺭﺤﺎﺕ ﺃﺨﺭﻯ ﺘﻭﺩ ﻤﺸﺎﺭﻜﺘﻬﺎ ﻤﻊ ﺍﻟﺒﺎﺤﺜﺔ؟ﺃﺫﻜﺭﻫﺎ ﻤﻥ ﻓﻀﻠﻙ.‬ ‫......................................................................................................‬ ‫......................................................................................................‬ ‫ﺸﺎﻜﺭ ً ﻟﻁﻑ ﺘﻌﺎﻭﻨﻜﻡ‬ ‫ﺓ‬ ‫ﹰ‬

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133

(3) ‫ﻣﻠﺤﻖ‬
Reliability
[DataSet1] C:\Documents and Settings\ayman\Desktop\

‫.ﺩﺍﻨﻪ ﺨﺎﻟﺩ‬sav

Scale: ALL VARIABLES
Case Processing Summary N Cases Valid Excludeda Total 167 0 167 % 100.0 .0 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .858 N of Items 8

Reliability
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬

‫.ﺩﺍﻨﻪ‬sav

Scale: ALL VARIABLES
Case Processing Summary N Cases Valid Excludeda Total 167 0 167 % 100.0 .0 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .857 N of Items 8

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134
Reliability
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬

‫.ﺩﺍﻨﻪ‬sav

Scale: ALL VARIABLES
Case Processing Summary N Cases Valid Excludeda Total 166 1 167 % 99.4 .6 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .866 N of Items 8

Reliability
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬

‫.ﺩﺍﻨﻪ‬sav

Scale: ALL VARIABLES
Case Processing Summary N Cases Valid Excludeda Total 167 0 167 % 100.0 .0 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .902 N of Items 8

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135
Reliability
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬

‫.ﺩﺍﻨﻪ‬sav

Scale: ALL VARIABLES
Case Processing Summary N Cases Valid Excludeda Total 167 0 167 % 100.0 .0 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .924 N of Items 8

Reliability
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬

‫.ﺩﺍﻨﻪ‬sav

Scale: ALL VARIABLES
Case Processing Summary N Cases Valid Excludeda Total 167 0 167 % 100.0 .0 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .942 N of Items 8

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136
Reliability
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬

‫.ﺩﺍﻨﻪ‬sav

Scale: ALL VARIABLES
Case Processing Summary N Cases Valid Excludeda Total 167 0 167 % 100.0 .0 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .870 N of Items 8

Reliability
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬

‫.ﺩﺍﻨﻪ‬sav

Scale: ALL VARIABLES
Case Processing Summary N Cases Valid Excludeda Total 167 0 167 % 100.0 .0 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .924 N of Items 8

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137
Reliability
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬

‫.ﺩﺍﻨﻪ‬sav

Scale: ALL VARIABLES
Case Processing Summary N Cases Valid Excluded Total a % 166 1 167 99.4 .6 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .981 N of Items 64

Frequencies
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬
Statistics N Valid Missing ١ ‫ﺍﻟﺨﺼﺎﺌﺹ‬ 167 0 ٢‫ﺍﻟﺨﺼﺎﺌﺹ‬ 167 0 ٣ ‫ﺍﻟﺨﺼﺎﺌﺹ‬ 167 0 ٤ ‫ﺍﻟﺨﺼﺎﺌﺹ‬ 167 0 ٥ ‫ﺍﻟﺨﺼﺎﺌﺹ‬ 167 0 ٦ ‫ﺍﻟﺨﺼﺎﺌﺹ‬ 167 0

‫.ﺩﺍﻨﻪ‬sav

Frequency Table
١‫ﺍﻟﺨﺼﺎﺌﺹ‬ Frequency 117 25 17 8 167 Percent 70.1 15.0 10.2 4.8 100.0 Valid Percent 70.1 15.0 10.2 4.8 100.0 Cumulative Percent 70.1 85.0 95.2 100.0

Valid

٣٠ ‫ﺍﻗل ﻤﻥ‬ ٣٩-٣٠‫ﻤﻥ‬ ٤٩-٤٠‫ﻤﻥ‬ ‫ﻤﻥ ٠٥ ﻓﺎﻜﺜﺭ‬ Total

٢‫ﺍﻟﺨﺼﺎﺌﺹ‬ Frequency 155 5 7 167 Percent 92.8 3.0 4.2 100.0 Valid Percent 92.8 3.0 4.2 100.0 Cumulative Percent 92.8 95.8 100.0

Valid

‫ﺒﻜﺎﻟﻭﺭﻴﻭﺱ‬ ‫ﺩﺒﻠﻭﻡ ﻋﺎﻟﻲ‬ ‫ﻤﺎﺠﺴﺘﻴﺭ‬ Total

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138
٣‫ﺍﻟﺨﺼﺎﺌﺹ‬ Frequency 138 17 8 4 167 Percent 82.6 10.2 4.8 2.4 100.0 Valid Percent 82.6 10.2 4.8 2.4 100.0 Cumulative Percent 82.6 92.8 97.6 100.0

Valid

‫ﻤﻥ ٥ﺴﻨﻭﺍﺕ ﻓﻤﺎ ﺩﻭﻥ‬ ‫ﻤﻥ ٦-٠١ ﺴﻨﻭﺍﺕ‬ ‫ﻤﻥ١١-٥١ ﺴﻨﺔ‬ ‫ﻤﻥ٦١ ﻓﺎﻜﺜﺭ‬ Total

٤‫ﺍﻟﺨﺼﺎﺌﺹ‬ Frequency 83 35 38 11 167 Percent 49.7 21.0 22.8 6.6 100.0 Valid Percent 49.7 21.0 22.8 6.6 100.0 Cumulative Percent 49.7 70.7 93.4 100.0

Valid

‫ﻤﻥ ٠- ﻭﺍﺤﺩﺓ‬ ‫ﺍﺜﻨﺘﺎﻥ‬ ‫ﺜﻼﺙ‬ ‫ﺍﺭﺒﻊ ﻓﺎﻜﺜﺭ‬ Total

٥‫ﺍﻟﺨﺼﺎﺌﺹ‬ Frequency 139 12 2 14 167 Percent 83.2 7.2 1.2 8.4 100.0 Valid Percent 83.2 7.2 1.2 8.4 100.0 Cumulative Percent 83.2 90.4 91.6 100.0

Valid

‫ﻤﻥ ٥ﺴﻨﻭﺍﺕ ﻓﻤﺎ ﺩﻭﻥ‬ ‫ﻤﻥ ٦-٠١ ﺴﻨﻭﺍﺕ‬ ‫ﻤﻥ١١-٥١ ﺴﻨﺔ‬ ‫ﻤﻥ٦١ ﻓﺎﻜﺜﺭ‬ Total

٦‫ﺍﻟﺨﺼﺎﺌﺹ‬ Frequency 2 12 11 142 167 Percent 1.2 7.2 6.6 85.0 100.0 Valid Percent 1.2 7.2 6.6 85.0 100.0 Cumulative Percent 1.2 8.4 15.0 100.0

Valid

‫ﻤﺩﻴﺭ ﻋﺎﻡ \ ﻤﺩﻴﺭ ﺘﻨﻔﻴﺫﻱ‬ ‫ﻤﺩﻴﺭ ﻤﺸﺭﻭﻉ‬ ‫ﺭﺌﻴﺱ ﻗﺴﻡ‬ ‫ﻤﻬﻨﺩﺱ \ ﻤﺼﻤﻡ‬ Total

[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬

‫.ﺩﺍﻨﻪ‬sav

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‫931‬
‫‪One-Sample Statistics‬‬ ‫‪N‬‬ ‫ﺍﻻﻭل١‬ ‫ﺍﻻﻭل٢‬ ‫ﺍﻻﻭل٣‬ ‫ﺍﻻﻭل٤‬ ‫ﺍﻻﻭل٥‬ ‫ﺍﻻﻭل٦‬ ‫ﺍﻻﻭل٧‬ ‫ﺍﻻﻭل٨‬ ‫ﺍﻟﺜﺎﻨﻲ١‬ ‫ﺍﻟﺜﺎﻨﻲ٢‬ ‫ﺍﻟﺜﺎﻨﻲ٣‬ ‫ﺍﻟﺜﺎﻨﻲ٤‬ ‫ﺍﻟﺜﺎﻨﻲ٥‬ ‫ﺍﻟﺜﺎﻨﻲ٦‬ ‫ﺍﻟﺜﺎﻨﻲ٧‬ ‫ﺍﻟﺜﺎﻨﻲ٨‬ ‫ﺍﻟﺜﺎﻟﺙ١‬ ‫ﺍﻟﺜﺎﻟﺙ٢‬ ‫ﺍﻟﺜﺎﻟﺙ٣‬ ‫ﺍﻟﺜﺎﻟﺙ٤‬ ‫ﺍﻟﺜﺎﻟﺙ٥‬ ‫ﺍﻟﺜﺎﻟﺙ٦‬ ‫ﺍﻟﺜﺎﻟﺙ٧‬ ‫ﺍﻟﺜﺎﻟﺙ٨‬ ‫ﺍﻟﺭﺍﺒﻊ١‬ ‫ﺍﻟﺭﺍﺒﻊ٢‬ ‫ﺍﻟﺭﺍﺒﻊ٣‬ ‫ﺍﻟﺭﺍﺒﻊ٤‬ ‫ﺍﻟﺭﺍﺒﻊ٥‬ ‫ﺍﻟﺭﺍﺒﻊ٦‬ ‫ﺍﻟﺭﺍﺒﻊ٧‬ ‫ﺍﻟﺭﺍﺒﻊ٨‬ ‫ﺍﻟﺨﺎﻤﺱ١‬ ‫ﺍﻟﺨﺎﻤﺱ٢‬ ‫ﺍﻟﺨﺎﻤﺱ٣‬ ‫ﺍﻟﺨﺎﻤﺱ٤‬ ‫ﺍﻟﺨﺎﻤﺱ٥‬ ‫ﺍﻟﺨﺎﻤﺱ٦‬ ‫ﺍﻟﺨﺎﻤﺱ٧‬ ‫ﺍﻟﺨﺎﻤﺱ٨‬ ‫ﺍﻟﺴﺎﺩﺱ١‬ ‫ﺍﻟﺴﺎﺩﺱ٢‬ ‫ﺍﻟﺴﺎﺩﺱ٣‬ ‫ﺍﻟﺴﺎﺩﺱ٤‬ ‫ﺍﻟﺴﺎﺩﺱ٥‬ ‫ﺍﻟﺴﺎﺩﺱ٦‬ ‫ﺍﻟﺴﺎﺩﺱ٧‬ ‫ﺍﻟﺴﺎﺩﺱ٨‬ ‫ﺍﻟﺴﺎﺒﻊ١‬ ‫ﺍﻟﺴﺎﺒﻊ٢‬ ‫ﺍﻟﺴﺎﺒﻊ٣‬ ‫ﺍﻟﺴﺎﺒﻊ٤‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫661‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫‪Mean‬‬ ‫69.3‬ ‫98.3‬ ‫39.3‬ ‫59.3‬ ‫78.2‬ ‫48.3‬ ‫86.3‬ ‫74.3‬ ‫37.3‬ ‫31.3‬ ‫13.3‬ ‫14.3‬ ‫04.3‬ ‫26.2‬ ‫73.3‬ ‫43.3‬ ‫68.3‬ ‫14.3‬ ‫63.3‬ ‫79.3‬ ‫29.3‬ ‫27.3‬ ‫92.3‬ ‫44.3‬ ‫78.3‬ ‫08.3‬ ‫25.3‬ ‫43.3‬ ‫52.3‬ ‫44.3‬ ‫78.3‬ ‫68.3‬ ‫17.3‬ ‫15.3‬ ‫36.3‬ ‫65.3‬ ‫24.3‬ ‫87.3‬ ‫91.3‬ ‫82.3‬ ‫61.3‬ ‫65.3‬ ‫75.3‬ ‫74.3‬ ‫84.3‬ ‫18.2‬ ‫73.3‬ ‫56.2‬ ‫93.3‬ ‫14.3‬ ‫54.3‬ ‫85.3‬ ‫‪Std. Deviation‬‬ ‫739.‬ ‫178.‬ ‫859.‬ ‫511.1‬ ‫601.1‬ ‫607.‬ ‫328.‬ ‫728.‬ ‫186.‬ ‫567.‬ ‫287.‬ ‫259.‬ ‫289.‬ ‫010.1‬ ‫490.1‬ ‫619.‬ ‫037.‬ ‫137.‬ ‫877.‬ ‫188.‬ ‫847.‬ ‫988.‬ ‫840.1‬ ‫120.1‬ ‫996.‬ ‫108.‬ ‫368.‬ ‫288.‬ ‫811.1‬ ‫010.1‬ ‫539.‬ ‫660.1‬ ‫730.1‬ ‫710.1‬ ‫149.‬ ‫229.‬ ‫489.‬ ‫020.1‬ ‫758.‬ ‫710.1‬ ‫271.1‬ ‫571.1‬ ‫279.‬ ‫078.‬ ‫659.‬ ‫789.‬ ‫870.1‬ ‫901.1‬ ‫198.‬ ‫317.‬ ‫918.‬ ‫138.‬ ‫‪Std. Error‬‬ ‫‪Mean‬‬ ‫370.‬ ‫760.‬ ‫470.‬ ‫680.‬ ‫680.‬ ‫550.‬ ‫460.‬ ‫460.‬ ‫350.‬ ‫950.‬ ‫060.‬ ‫470.‬ ‫670.‬ ‫870.‬ ‫580.‬ ‫170.‬ ‫750.‬ ‫750.‬ ‫060.‬ ‫860.‬ ‫850.‬ ‫960.‬ ‫180.‬ ‫970.‬ ‫450.‬ ‫260.‬ ‫760.‬ ‫860.‬ ‫780.‬ ‫870.‬ ‫270.‬ ‫280.‬ ‫080.‬ ‫970.‬ ‫370.‬ ‫170.‬ ‫670.‬ ‫970.‬ ‫660.‬ ‫970.‬ ‫190.‬ ‫190.‬ ‫570.‬ ‫760.‬ ‫470.‬ ‫670.‬ ‫380.‬ ‫680.‬ ‫960.‬ ‫550.‬ ‫360.‬ ‫460.‬

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140
Regression
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬
Descriptive Statistics ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ Mean 3.5205 3.6984 Std. Deviation .69125 .65676 N 167 167

‫.ﺩﺍﻨﻪ‬sav

Correlations Pearson Correlation Sig. (1-tailed) N ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ 1.000 .779 . .000 167 167 ‫ﺍﻟﺭﺴﺎﻟﺔ‬ .779 1.000 .000 . 167 167

Variables Entered/Removedb Model 1 Variables Entered ‫ﺍﻟﺭﺴﺎﻟﺔ‬a Variables Removed . Method Enter

a. All requested variables entered. b. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Model Summary Model 1 R .779a R Square .607 Adjusted R Square .605 Std. Error of the Estimate .43449

a. Predictors: (Constant), ‫ﺍﻟﺭﺴﺎﻟﺔ‬

ANOVAb Model 1 Sum of Squares 48.170 31.149 79.319 df 1 165 166 Mean Square 48.170 .189 F 255.163 Sig. .000a

Regression Residual Total

a. Predictors: (Constant), ‫ﺍﻟﺭﺴﺎﻟﺔ‬ b. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

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141
Coefficientsa Unstandardized Coefficients B Std. Error .487 .193 .820 .051 Standardized Coefficients Beta .779

Model 1

(Constant) ‫ﺍﻟﺭﺴﺎﻟﺔ‬

t 2.525 15.974

Sig. .013 .000

a. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Regression
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬
Descriptive Statistics ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ Mean 3.5205 3.2882 Std. Deviation .69125 .64131 N 167 167

‫.ﺩﺍﻨﻪ‬sav

Correlations Pearson Correlation Sig. (1-tailed) N ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ 1.000 .735 . .000 167 167 ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ .735 1.000 .000 . 167 167

Variables Entered/Removedb Model 1 Variables Entered ‫ ﺍﻟﺴﻴﺎﺴﺎﺕ‬a Variables Removed . Method Enter

a. All requested variables entered. b. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Model Summary Model 1 R .735a R Square .540 Adjusted R Square .537 Std. Error of the Estimate .47012

a. Predictors: (Constant), ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬

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142
ANOVAb Model 1 Sum of Squares 42.851 36.468 79.319 df 1 165 166 Mean Square 42.851 .221 F 193.882 Sig. .000a

Regression Residual Total

a. Predictors: (Constant), ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ b. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Coefficientsa Unstandardized Coefficients B Std. Error .915 .191 .792 .057 Standardized Coefficients Beta .735

Model 1

(Constant) ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬

t 4.803 13.924

Sig. .000 .000

a. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Regression
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬
Descriptive Statistics ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ Mean 3.5205 3.6209 Std. Deviation .69125 .61781 N 167 167

‫.ﺩﺍﻨﻪ‬sav

Correlations Pearson Correlation Sig. (1-tailed) N ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ 1.000 .834 . .000 167 167 ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ .834 1.000 .000 . 167 167

Variables Entered/Removedb Model 1 Variables Entered ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ a Variables Removed .

Method Enter

a. All requested variables entered. b. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

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143
Model Summary Model 1 R .834a R Square .695 Adjusted R Square .693 Std. Error of the Estimate .38275

a. Predictors: (Constant), ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬

ANOVAb Model 1 Sum of Squares 55.147 24.172 79.319 df 1 165 166 Mean Square 55.147 .146 F 376.430 Sig. .000a

Regression Residual Total

a. Predictors: (Constant), ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ b. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Coefficientsa Unstandardized Coefficients B Std. Error .142 .177 .933 .048 Standardized Coefficients Beta .834

Model 1

t .806 19.402

(Constant) ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ‬

Sig. .421 .000

a. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Regression
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬
Descriptive Statistics ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ Mean 3.5205 3.6183 Std. Deviation .69125 .71640 N 167 167

‫.ﺩﺍﻨﻪ‬sav

Correlations Pearson Correlation Sig. (1-tailed) N ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ 1.000 .821 . .000 167 167 ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ .821 1.000 .000 . 167 167

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144
Variables Entered/Removedb Model 1 Variables Entered ‫.ﻋﻤﻠﻴﺎﺕ‬a ‫ﺍﻟﺘﺼﻤﻴﻡ‬ Variables Removed . Method Enter

a. All requested variables entered. b. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Model Summary Model 1 R .821a R Square .674 Adjusted R Square .672 Std. Error of the Estimate .39595

a. Predictors: (Constant), ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬

ANOVAb Model 1 Sum of Squares 53.450 25.869 79.319 df 1 165 166 Mean Square 53.450 .157 F 340.927 Sig. .000a

Regression Residual Total

a. Predictors: (Constant), ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ b. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Coefficientsa Unstandardized Coefficients B Std. Error .655 .158 .792 .043 Standardized Coefficients Beta .821

Model 1

(Constant) ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬

t 4.137 18.464

Sig. .000 .000

a. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Regression
[DataSet1] C:\Documents and Settings\ayman\Desktop\‫ﺨﺎﻟﺩ‬
Descriptive Statistics ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ. ﺍﻟﻨﻬﺎﺌﻲ‬ Mean 3.5205 3.5097 Std. Deviation .69125 .78854 N 167 167

‫.ﺩﺍﻨﻪ‬sav

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145
Correlations Pearson Correlation Sig. (1-tailed) N ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ. ﺍﻟﻨﻬﺎﺌﻲ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ. ﺍﻟﻨﻬﺎﺌﻲ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ. ﺍﻟﻨﻬﺎﺌﻲ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ 1.000 .774 . .000 167 167 ‫ﺍﻟﻤﺸﺭﻭﻉ. ﺍﻟﻨﻬﺎﺌﻲ‬ .774 1.000 .000 . 167 167

Variables Entered/Removedb Model 1 Variables Entered ‫.ﺍﻟﻤﺸﺭﻭﻉ‬ a ‫ﺍﻟﻨﻬﺎﺌﻲ‬ Variables Removed . Method Enter

a. All requested variables entered. b. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Model Summary Model 1 R .774a R Square .599 Adjusted R Square .597 Std. Error of the Estimate .43886

a. Predictors: (Constant), ‫ﺍﻟﻤﺸﺭﻭﻉ. ﺍﻟﻨﻬﺎﺌﻲ‬

ANOVAb Model 1 Sum of Squares 47.540 31.779 79.319 df 1 165 166 Mean Square 47.540 .193 F 246.833 Sig. .000a

Regression Residual Total

a. Predictors: (Constant), ‫ﺍﻟﻤﺸﺭﻭﻉ. ﺍﻟﻨﻬﺎﺌﻲ‬ b. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Coefficientsa Unstandardized Coefficients B Std. Error 1.139 .155 .679 .043 Standardized Coefficients Beta .774

Model 1

(Constant) ‫ﺍﻟﻤﺸﺭﻭﻉ. ﺍﻟﻨﻬﺎﺌﻲ‬

t 7.328 15.711

Sig. .000 .000

a. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

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‫641‬
‫‪Regression‬‬
‫ﺨﺎﻟﺩ\:‪[DataSet1] D‬‬

‫‪.sav‬ﺩﺍﻨﻪ ﻋﻤﺭﻭ\ﺩﺍﻨﻪ‬
‫‪Descriptive Statistics‬‬

‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ. ﺍﻟﻨﻬﺎﺌﻲ‬

‫‪Mean‬‬ ‫5025.3‬ ‫4896.3‬ ‫2882.3‬ ‫9026.3‬ ‫3816.3‬ ‫7905.3‬

‫‪Std. Deviation‬‬ ‫52196.‬ ‫67656.‬ ‫13146.‬ ‫18716.‬ ‫04617.‬ ‫45887.‬

‫‪N‬‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬

‫‪Correlations‬‬ ‫‪Pearson Correlation‬‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻋﻤﻠﻴﺎﺕ. ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ.ﺍﻟﻨﻬﺎﺌﻲ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻋﻤﻠﻴﺎﺕ. ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ.ﺍﻟﻨﻬﺎﺌﻲ‬ ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﻋﻤﻠﻴﺎﺕ. ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ.ﺍﻟﻨﻬﺎﺌﻲ‬ ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬ ‫000.1‬ ‫977.‬ ‫537.‬ ‫438.‬ ‫128.‬ ‫477.‬ ‫.‬ ‫000.‬ ‫000.‬ ‫000.‬ ‫000.‬ ‫000.‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫977.‬ ‫000.1‬ ‫596.‬ ‫667.‬ ‫237.‬ ‫846.‬ ‫000.‬ ‫.‬ ‫000.‬ ‫000.‬ ‫000.‬ ‫000.‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫537.‬ ‫596.‬ ‫000.1‬ ‫196.‬ ‫966.‬ ‫916.‬ ‫000.‬ ‫000.‬ ‫.‬ ‫000.‬ ‫000.‬ ‫000.‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ‬ ‫438.‬ ‫667.‬ ‫196.‬ ‫000.1‬ ‫278.‬ ‫797.‬ ‫000.‬ ‫000.‬ ‫000.‬ ‫.‬ ‫000.‬ ‫000.‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫128.‬ ‫237.‬ ‫966.‬ ‫278.‬ ‫000.1‬ ‫377.‬ ‫000.‬ ‫000.‬ ‫000.‬ ‫000.‬ ‫.‬ ‫000.‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫ﺍﻟﻤﺸﺭﻭﻉ. ﺍﻟﻨﻬﺎﺌﻲ‬ ‫477.‬ ‫846.‬ ‫916.‬ ‫797.‬ ‫377.‬ ‫000.1‬ ‫000.‬ ‫000.‬ ‫000.‬ ‫000.‬ ‫000.‬ ‫.‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬ ‫761‬

‫)‪Sig. (1-tailed‬‬

‫‪N‬‬

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147
Variables Entered/Removeda Model 1 Variables Entered Variables Removed Method Stepwise (Criteria: Probability -ofF-to-enter = . 100). Stepwise (Criteria: Probability -ofF-to-enter = . 100). Stepwise (Criteria: Probability -ofF-to-enter = . 100). Stepwise (Criteria: Probability -ofF-to-enter = . 100). Stepwise (Criteria: Probability -ofF-to-enter = . 100).

‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬

.

2

‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬

.

3

‫.ﻋﻤﻠﻴﺎﺕ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ‬

.

4

‫ﺍﻟﺭﺴﺎﻟﺔ‬

.

5

‫.ﺍﻟﻤﺸﺭﻭﻉ‬ ‫ﺍﻟﻨﻬﺎﺌﻲ‬

.

a. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

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148

Model Summary Model 1 2 3 4 5 R .834a .862b .876c .885d .893e R Square .695 .743 .767 .783 .797 Adjusted R Square .693 .740 .763 .778 .790 Std. Error of the Estimate .38275 .35231 .33684 .32560 .31652

a. Predictors: (Constant), ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ‬ b. Predictors: (Constant), ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺴﻴﺎﺴﺎﺕ‬ c. Predictors: (Constant), ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺴﻴﺎﺴﺎﺕ، ﻋﻤﻠﻴﺎﺕ. ﺍﻟﺘﺼﻤﻴﻡ‬ d. Predictors: (Constant), ‫. ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺴﻴﺎﺴﺎﺕ، ﻋﻤﻠﻴﺎﺕ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺭﺴﺎﻟﺔ‬ e. Predictors: (Constant), ‫. ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺴﻴﺎﺴﺎﺕ، ﻋﻤﻠﻴﺎﺕ‬ ‫ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺭﺴﺎﻟﺔ، ﺍﻟﻤﺸﺭﻭﻉ.ﺍﻟﻨﻬﺎﺌﻲ‬

ANOVAf Model 1 Sum of Squares 55.147 24.172 79.319 58.963 20.356 79.319 60.825 18.494 79.319 62.145 17.174 79.319 63.189 16.130 79.319 df 1 165 166 2 164 166 3 163 166 4 162 166 5 161 166 Mean Square 55.147 .146 29.482 .124 20.275 .113 15.536 .106 12.638 .100 F 376.430 Sig. .000a

2

3

4

5

Regression Residual Total Regression Residual Total Regression Residual Total Regression Residual Total Regression Residual Total

237.522

.000b

178.697

.000c

146.549

.000d

126.142

.000e

a. Predictors: (Constant), ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ b. Predictors: (Constant), ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺴﻴﺎﺴﺎﺕ‬ c. Predictors: (Constant), ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺴﻴﺎﺴﺎﺕ، ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ d. Predictors: (Constant), ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺴﻴﺎﺴﺎﺕ، ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺭﺴﺎﻟﺔ‬ e. Predictors: (Constant), ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺴﻴﺎﺴﺎﺕ، ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺭﺴﺎﻟﺔ، ﺍﻟﻤﺸﺭﻭﻉ. ﺍﻟﻨﻬﺎﺌﻲ‬ f. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ. ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

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149
Coefficientsa Unstandardized Coefficients B Std. Error .142 .177 .933 .048 -.083 .168 .698 .061 .327 .059 -.040 .161 .418 .091 .284 .057 .308 .076 -.166 .159 .320 .092 .215 .059 .269 .074 .229 .065 -.124 .155 .217 .095 .196 .058 .212 .074 .227 .063 .174 .054 Standardized Coefficients Beta .834 .624 .304 .373 .264 .319 .286 .200 .278 .217 .194 .182 .219 .215 .198

Model 1 2

t .806 19.402 -.497 11.393 5.545 -.247 4.605 4.949 4.051 -1.039 3.488 3.660 3.617 3.528 -.795 2.287 3.408 2.847 3.600 3.228

3

4

5

(Constant) ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ (Constant) ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ (Constant) ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ (Constant) ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ (Constant) ‫ﺍﻨﻅﻤﺔ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ. ﺍﻟﻨﻬﺎﺌﻲ‬

Sig. .421 .000 .620 .000 .000 .805 .000 .000 .000 .300 .001 .000 .000 .001 .428 .024 .001 .005 .000 .002

a. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

Excluded Variablese Partial Correlation .396 .397 .346 .329 .297 .302 .295 .267 .240 .247 Collinearity Statistics Tolerance .413 .522 .239 .365 .361 .231 .356 .353 .336 .336

Model 1

2

3 4

‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﺴﻴﺎﺴﺎﺕ‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ.ﺍﻟﻨﻬﺎﺌﻲ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ.ﺍﻟﻨﻬﺎﺌﻲ‬ ‫ﺍﻟﺭﺴﺎﻟﺔ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ.ﺍﻟﻨﻬﺎﺌﻲ‬ ‫ﺍﻟﻤﺸﺭﻭﻉ.ﺍﻟﻨﻬﺎﺌﻲ‬

Beta In .340a .304a .391a .301a .250b .319b .250b .217c .200c .198d

t 5.528 5.545 4.728 4.469 3.970 4.051 3.942 3.528 3.147 3.228

Sig. .000 .000 .000 .000 .000 .000 .000 .001 .002 .002

a. Predictors in the Model: (Constant), ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ‬ b. Predictors in the Model: (Constant), ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺴﻴﺎﺴﺎﺕ‬ c. Predictors in the Model: (Constant), ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺴﻴﺎﺴﺎﺕ، ﻋﻤﻠﻴﺎﺕ. ﺍﻟﺘﺼﻤﻴﻡ‬ d. Predictors in the Model: (Constant), ‫ﺍﻨﻅﻤﺔ. ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺴﻴﺎﺴﺎﺕ، ﻋﻤﻠﻴﺎﺕ.ﺍﻟﺘﺼﻤﻴﻡ، ﺍﻟﺭﺴﺎﻟﺔ‬ e. Dependent Variable: ‫ﺍﻟﻤﻴﺯﺓ.ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬

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...[pic]For Efficient HR Management, Be Consistent! García Ruiz, P.; Sánchez-Runde, Carlos J. Publisher: Universitat Rovira i Virgili [pic]During the 80's, there was a lot of talk about the need for human resource management studies to have a strong theoretical foundation, beyond case by case analysis. Various authors responded by formulating three hypotheses. The "vertical fit hypothesis" says that HR practices must be aligned with the company's strategy. The "performance hypothesis" suggests that if strategy and HR management are consistent, the organization will perform better. Lastly, the "horizontal fit hypothesis" says that neither vertical fit nor better performance will be possible unless HR practices are understood as a consistent system. Consistency refers to a problem that occurs in many organizations. Namely, a measure may be good, but it is not sufficient merely to implement it without further ado. If a company emphasizes a particular process - say, training - but does not simultaneously reinforce its control and compensation systems, it will send contradictory signals to its employees. As a result, the effectiveness of both training and compensation will be seriously impaired. The difficulty for HR managers is that there are so many obstacles and challenges arising from the increasing diversity of practice and the need for HR practices to meld with other corporate systems and policies. In "Teoría de sistemas y propiedades emergentes en las organizaciones"...

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...Human Resources Management Contents Executive Summary 3 Strategic Functions of HR 4 Recruitment & Selection 4 Safety 5 Relationship with Employees 5 Performance Management 5 Benefits and Compensation 6 Training and Development 6 Strategy based HRs 6 HR Planning and Organization's Objectives 7 HR Purpose Statement 7 HR Mission Statement 8 HR goals 8 Action Plan for each Functional Area 10 Reference...................................................................................................................................... 11 Executive Summary Company ABC is a large company based in the US. The company has been targeting the business of Human Resources Outsourcing nearly for 30 years now since it was established. It is now ranked one of the leading firms in Human Resources Outsourcing industry in US. All these achievements have been achieved due to its ability to provide comprehensive human resources outsourcing solutions not only to large firms but also to the small to medium-sized companies. This is the core competitiveness of Company ABC The company is currently experiencing growth which enhances its current dominance in the domestic market due to expansion in operations. Due to this expansion, the company has been consistently experiencing an increase in operational cost. This is due to numerous branches that have been opened across the country. This brought difficulty in management and as a result the department decided to establish a shared center where...

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Pdtf File

...ASSIGNMENT 2 December 11 2012 The essay is based on a critical analysis on the interaction of HR and line managers, including the concept of HR business partnering, the integration of businesses and HR strategies, and integration of theories with practice using examples from organisations. Name:Ikenze tony Kalu STUDENT NO: 12234835 Word count:  HR AND LINE MANAGERS HR managers are managers responsible for delivery of basic HRM services such as recruiting, hiring, training, organizational development, coaching, employee relation, communication, leadership, advice, salary and benefits, team building of staffs within an organization and also the well-being of people and relationship between management and employees (Susan, H, 2012). while the line manager are managers crucially responsible for administrative management of individuals, direct management of staffs within an organization and the supervision and discipline of their employees and performance appraisal (John ,F ,2012) in addition the line managers have the power to influence the employees behaviour (cascio,2008;cited in faisal et al ,2011). Interaction between the HR mangers and line managers However the interaction between the HR manager and the line manager is very essential within an organization, a previous research carried out by Stockton Borough Council (2011) showed that there is an existing culture of both managers working together to address people management responsibilities, this research...

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...Golding, N (2007) in Beardwell, I., Claydon, T. & Beardwell,J. Human Resource Management: A Contemporary Approach, 5th Edition, Pearson Exploring the Relationship between Strategic Management and SHRM: The Best-Fit School of SHRM The Best-Fit (or contingency) school of SHRM explores the close link between strategic management and HRM, by assessing the extent to which there is vertical integration between an organisation’s business strategy and its HRM policies and practices. This is where an understanding of the strategic management process and context can enhance our understanding of the development of SHRM, both as an academic field of study and in its application in organisations. The notion of a link between business strategy and the performance of every individual in the organisation is central to ‘fit’ or vertical integration. Vertical integration can be explicitly demonstrated through the linking of a business goal to individual objective setting, to the measurement and rewarding of that business goal. Vertical integration between business strategy or the objectives of the business and individual behaviour and ultimately individual, team and organisational performance is at the core of many models of SHRM. Inherent in most treatments of fit is the premise that organisations are more efficient and /or effective when they achieve fit relative to when a lack of fit exists (Wright & Snell 1991:757) . This vertical integration or ‘fit’ where ‘leverage’ is gained through...

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Supporting Good Practise in Managing Employment Relations: 3mer

...each and every decision taken, each and every work done and each and every result. Employees should be managed properly and motivated by providing best of their abilities as per the industry standards. There are many activities in HR that the employee’s working in the HR department needs to partake in to support an organisation. Below are three that I have decided to focus on Recruitment and selection: When it comes to recruiting for an organisation, an HR employee has a lot to get involved in. They are the ones that arrange, or provide assistance in posting vacancies, developing and implementing recruitment strategies, identifying and selecting candidates, assuring all pre-employment requirements are met, and confirming job offers. Advertising the job role is something an HR employee has to do. They can advertise job roles in many different ways such as internal emails. Most companies start out emailing internal employees about current job vacancies incase another employee would like to apply for the role or a friend or family member would. This is cost effective as no money is spent on advertising publicly; therefore if they are working within a budget, this is a good way to save money. Advertising publicly can become an expense. If an HR employee does choose to advertise publicly such as in the local paper, then they will have to work on writing the advertisement and sending the advertisement to the local papers. One way of advertising publicly without affecting any...

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...Line management refers to the administration activities that relate directly to the product or services of the organization. Line managers manage employees and establish relationships with customers and suppliers. They are responsible towards staff managers who provide directives for carrying out tasks in their respective departments. They manage the lower layers of the management hierarchy and have managerial and supervisory responsibility towards employees in the operational level. In majority of the organizations, line managers are charged with numerous HR-related tasks like employee training, breaking out news to employees, employee empowerment, team building, performance appraisal, employee motivation and other activities that are usually within the remit of HR. Line managers are promoted from within the team of employees working in the organization. In this assignment, we are going to discuss about the support of line management in an organization on the effective functioning of HRM practices. This paper illustrates how line managers carry out their HR activities. Nidhi Gautham, Management Consultant, Bikanerwala Foods Pvt Ltd. Frontline managers play crucial roles on the implementation and enacting of HR policies and practices. HRM is an approach planned to manage people in the organization effectively for better performance. HRM aims at establishing a more open, flexible and caring management style for employees and staffs to be motivated, developed and managed through...

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An Essay on the Changing Role of the Human Resource Department.

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