طراحی مدل تأثیر منابع بازاریابی بر عملکرد صادراتی با توجه به نقش میانجی‏ گری راهبرد رقابتی تمایز (مورد مطالعه: صنعت کاشی و سرامیک ایران)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار مدیریت بازرگانی، دانشگاه صنعتی مالک‎اشتر، تهران، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه شهید چمران اهواز، اهواز، ایران

3 دانشجوی دکتری مدیریت دولتی، دانشگاه تهران، تهران، ایران

چکیده

هدف از انجام این پژوهش ارزیابی تأثیر منابع بازاریابی بر عملکرد صادراتی در صنعت کاشی و سرامیک ایران با رویکرد مبتنی بر منابع و با در نظر گرفتن نقش راهبرد رقابتی تمایز به‎منزلۀ متغیر میانجی است. در این مطالعه، روابط میان اجزای منابع بازاریابی، راهبرد رقابتی تمایز و عملکرد صادرات، بررسی می‎شود. این پژوهش در پی یافتن پاسخی به این پرسش است که چگونه نوآوری‎های فناورانه و راهبرد رقابتی به سطوح بالای عملکرد منجر می‌شود. مدل مفهومی پژوهش حاضر در واقع سه عنصر عمده در مدیریت راهبردی، شامل نوآوری فناورانه، راهبرد‌‌‌ رقابتی تمایز و عملکرد را با هم ادغام می‌کند. در این راستا 123 پرسشنامه در اختیار نمونۀ آماری قرار گرفت که از این تعداد 91 پرسشنامه قابلیت تجزیه‎وتحلیل داشتند. تجزیه‎وتحلیل داده‏های پرسشنامه نیز به‎کمک روش‌های تحلیل عاملی و مدل‎سازی معادلات ساختاریافته اصلاح شد و پس از تعدیل به تأیید رسید. براساس نتایج حاصل، از میان اجزای منابع بازاریابی، بازارمحوری بیشترین تأثیر مستقیم (45/0) و غیر مستقیم (68/0) را بر عملکرد صادراتی می‎گذارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Desiging a model of assessing the effects of competitive strategy and technological innovation on export performance based on competitive environment (Case study: Ceramic tile industry in Iran)

نویسندگان [English]

  • Abdolhosein Karampour 1
  • Elahe Asadolahi Dehkordi 2
  • Heidar Ahmadi 3
1 Assistant Prof., Malek Ashtar University of Technology, Tehran, Iran
2 MSc in Business Administration, Shahid Chamran University, Ahwaz, Iran
3 PhD. Candidate in Public Administartion, University of Tehran, Tehran, Iran
چکیده [English]

The purpose of this study is assessing the effects of competitive strategy and technological innovation on export performance based on competitive environment in non metal mineral industry of Iran. In this paper, available approaches in the scope of determinants of EP are identified consist of contingency view, relational and resource based view. In this study, we examine relationship between technological innovation, competitive strategy and export performance. The purpose of this paper is how technological innovation and competitive strategy are caused directly a high level of performance. Conceptual model in this research integrate three main components of strategic management. It means that technological innovation, competitive strategy and performance. We distribute 123 questionares and 91 of them were been analysied. In this research, we investigate that focus strategy based model. As a result, technological innovation has the most effect on export performance (59%).

کلیدواژه‌ها [English]

  • competitive environment
  • Competitive Strategy
  • Export performance
  • technological innovation
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