راهبردهای بازارگرایی و نوآوری، رویکردی به پویایی کسب‌وکار

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت بازرگانی- بازاریابی بین‌المللی دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

2 استادیار گروه مدیریت بازرگانی دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

3 استادیار گروه MBA دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

چکیده

دوگانگی از جمله ویژگی‌های کسب‌وکارهای پویا در پاسخگویی مناسب به فضای رقابتی کنونی محسوب می‌شود و در حوزه‌های مختلف یک بنگاه قابل‌بررسی است. بازارگرایی و نوآوری از جمله توانمندی‌های پویایی هستند که کسب‌وکارها برای کسب مزیت رقابتی به آنها اتکا می‌کنند. با توجه به اینکه تحقیقات محدودی در زمینة اتخاذ همزمان رویکردهای اکتشاف و بهره‌برداری در حوزه‌های بازارگرایی و نوآوری انجام گرفته است، در این تحقیق به‌منظور اندازه‌گیری راهبردهای اکتشاف و بهره‌برداری در حوزة توانمندی‌های بازارگرایی و نوآوری بنگاه، پرسشنامه‌ای حاوی شاخص‌های سنجش دوگانگی بازارگرایی و نوآوری در میان مدیران و کارشناسان بنگاه‌های ایرانی فعال در صنعت مواد غذایی توزیع شد. جامعة آماری این پژوهش 320 بنگاه شرکت‌کننده در بیست‌ویکمین نمایشگاه بین‌المللی صنایع غذایی بود و با استفاده از فرمول کوکران جامعة آماری محدود، حجم نمونه برابر با 186 بنگاه محاسبه شد. درنهایت، داده‌های 138 پرسشنامه با روش‌های تحلیل عاملی اکتشافی و تحلیل عاملی تأییدی، تجزیه و تحلیل شد و شاخص‌های نهایی به‌منظور تعیین مدل سنجش تبیین شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

“Market Orientation and Innovation Strategies: An Approach to Business Dynamism”

نویسندگان [English]

  • Aida Shiva 1
  • Hashem Aghazade 2
  • Ali Heidari 3
1 MSc in business management. university of tehran
2 university of tehran. Professor assistant
3 university of Tehran. professor assistant
چکیده [English]

Ambidexterity is one of the strategies used by dynamic businesses to give a suitable response to the current high competitive business environment. It can be investigated in different dimensions such as market orientation and innovation as the two necessary key success factors in a firm. The strategy of using both exploration and exploitation dimensions simultaneously in market orientation and innovation is an area that has not been investigated systematically. The purpose of this survey is to test the indicators which can measure market orientation ambidexterity and innovation ambidexterity. We distributed questionnaires among 186 managers in addition to the marketing experts of food firms, of which 138 questionnaires were collected and analyzed by exploratory and confirmatory factor analysis. We propose a model based on the results to measure ambidexterity of orientation and innovation strategies.

کلیدواژه‌ها [English]

  • Ambidexterity
  • Market Orientation Strategies
  • Innovation Strategies
  • Firm key Success Factors
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