بررسی رابطۀ نوآوری سازمانی و عملکرد با متغیر میانجی نوآوری بازاریابی (مطالعۀ موردی: کسب‎وکارهای کوچک و متوسط در صنعت نساجی کاشان)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار مدیریت، دانشکدۀ کارآفرینی دانشگاه تهران، تهران، ایران

2 دانشیار مدیریت، دانشکدۀ کارآفرینی دانشگاه تهران، تهران، ایران

3 دانشجوی کارشناسی ارشد کارآفرینی، دانشکدۀ کارآفرینی دانشگاه تهران، تهران، ایران

چکیده

پژوهش حاضر به بررسی اهمیت سازوکارهای تأثیرگذار متغیر نوآوری سازمانی، بر عملکرد نوآوری و بازار می‎پردازد. هدف از اجرای پژوهش، ارائۀ مدلی از عملکرد بازاریابی سازمانی با در نظرگرفتن متغیر مستقل نوآوری سازمانی و متغیرهای میانجی عملکرد بازار و عملکرد نوآوری است؛ به‎گونه‎ای که بتوان سهم بیشتری از تغییرات عملکرد بازار سازمان را تبیین کرد. پرسشنامۀ پژوهش بر اساس مرور ادبیات و مصاحبه با خبرگان طراحی شده است. برای اثبات روایی آن، علاوه‎بر نظر خبرگان، از تحلیل عاملی تأییدی نیز بهره شده است. داده‎ها از کل جامعۀ آماری، شامل مدیران ارشد 130 کسب­وکار کوچک و متوسط در صنعت نساجی کاشان، جمع‎آوری شده است. از میان 130 پرسشنامه‎ای که در اختیار پاسخ‎دهندگان قرار گرفت، 100 پرسشنامۀ تکمیل دریافت شد. یافته­های پژوهش حاکی از آن است که نوآوری سازمانی بر نوآوری بازاریابی تأثیر مستقیم و معناداری می‎گذارد؛ اما نوآوری بازاریابی بر عملکرد نوآوری تأثیری ندارد. همچنین ضرایب مسیر نشان می­دهد همبستگی شایان توجهی بین نوآوری سازمانی و نوآوری بازاریابی وجود دارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The relationship between organizational innovation and performance considering the role of marketing innovation as intermediary variable (Case study: small and medium-sized businesses in the textile industry

نویسندگان [English]

  • Tayebeh Nikraftar 1
  • Kambiz Talebi 2
  • Fatemeh Saidi Arani 3
1 Assistant Prof., Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
2 Associate Prof., Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
3 MSc. Student, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
چکیده [English]

This study examined the effect of organizational innovation on market innovation and innovation performance. The aim of the present study is to provide a model of organizational marketing performance considering the independent variables, market performance and the intermediary variables of organizational innovation and innovation performance. The questionnaire was designed based on literature review and interviews with experts. The expert panel and confirmatory factor analysis are used to prove the validity of the questionnaire. Statistical data is collected from the entire community including senior executives of 130 businesses- small and medium enterprises in the textile industry in Kashan. 100 questionnaires were completed. The research results suggest that organizational innovation has a direct and significant impact on marketing innovation. However, marketing innovation has no effect on innovation performance. The results also showed a significant correlation between organizational innovation and marketing innovation.

کلیدواژه‌ها [English]

  • Innovation performance
  • marketing innovation
  • Organizational Innovation
  • Textile industry

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