بررسی رابطة بازاریابی کارآفرینانه و عملکرد بازاریابی از طریق نوآوری ( مطالعة موردی: شرکتهای فعال در سه صنعت اتوماسیون صنعتی، مخابرات و ارتباطات، رایانه و تجهیزات دیجیتال)

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت دانشگاه اصفهان، اصفهان، ایران

2 کارشناس ارشد مدیریت بازرگانی دانشگاه اصفهان، اصفهان، ایران

چکیده

این پژوهش تأثیر بازاریابی کارآفرینانه را در نوآوری، با درنظرگرفتن اثر تعدیلگری دو عامل گرایش به یادگیری و ساختار سازمانی، بررسی می‌کند و رابطة بین نوآوری و عملکرد بازاریابی را در قالب الگوی مورد نظر پژوهش می‌سنجد. جامعة آماری این پژوهش، مدیران و کارکنان بازاریابی و فروش 42 شرکت فعال در سه صنعت اتوماسیون صنعتی، مخابرات و ارتباطات، رایانه و تجهیزات دیجیتال است. ابزار گردآوری داده‌ها، پرسشنامة محقق‌ساخته با پایایی و روایی مقبول است که به تعداد 250 عدد در بین مدیران و کارکنان بازاریابی و فروش 42 شرکت فعال در سه صنعت مورد نظر توزیع شد که تعداد 195 پرسشنامه بازگشت و تحلیل شد. نتایج حاصل از بررسی الگوی مورد نظر نشان داد بازاریابی کارآفرینانه در نوآوری، و نوآوری بر عملکرد بازاریابی هر سه صنعت تأثیر دارد و همچنین، گرایش به یادگیری و ساختار سازمانی دارای اثر تعدیلگری در رابطة بین بازاریابی کارآفرینانه و نوآوری است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The effect of entrepreneurial marketing on marketing performance through innovation (Case study: companies active in industrial automation, communications, computer and digital equipment)

نویسندگان [English]

  • Ali Safari 1
  • Razieh Gharebashlooni 2
1 PhD in Management, University of Isfahan, Isfahan, Iran
2 Master of Business Administration, University of Isfahan, Isfahan, Iran
چکیده [English]

The current paper aims to investigate the effect of entrepreneurial marketing on innovation considering the moderating effect of two-factor learning orientation and organizational structure. Then, the relationship between innovation and the marketing performance was assessed. In this research, sales and marketing managers of 42 sample companies were selected from three industries including: industrial automation, telecommunications and communications, computer and digital equipment. For collecting data, questionnaire was used with acceptable reliability and validity. 250 questionnaires were distributed among the 42 companies in three industries. 195 questionnaires were returned and analyzed. To test the hypotheses, SPSS19 software was used. The research results revealed that entrepreneurial marketing is positively related with innovation in the three industries, and innovation is related with marketing performance in the three industries. Also the results of this study revealed that learning orientation and organizational structure have moderating effect on the relationship between entrepreneurial marketing and innovation in the three industries.

کلیدواژه‌ها [English]

  • Entrepreneurial Marketing
  • Innovation
  • marketing performance
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