تبیین رابطة قابلیت‎های بازاریابی و عملکرد مالی سازمان

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

2 دکتری مدیریت بازرگانی (بازاریابی)، دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

3 کارشناس ارشد مدیریت کارآفرینی، دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

یکی از مسائل عمدة مدیران کسب­وکار، سرمایه­گذاری بر توسعۀ قابلیت­های سازمانی است که بر بهبود رقابت­پذیری و عملکرد کسب­وکار تأثیر عمده‌ای دارند. قابلیت­های بازاریابی یکی از مهم­ترین قابلیت­هایی شناخته شده‎اند که به بازار و مشتریان مرتبط هستند. مدل مفهومی این تحقیق از طریق مطالعات کیفی مبتنی بر تحلیل محتوایی، توسعه داده شده است تا مدل جامعی را برای قابلیت­های بازاریابی در بازار سازمان به مشتری شکل دهد. این مدل با بازنگری جدیدترین مفاهیم در مرور ادبیات تکمیل شده است. دستاورد این مرحله، شناسایی 14 قابلیت بازاریابی بود که این ترکیب برای قابلیت­های بازاریابی، جدید است. در نهایت، مدل توسعه­یافتة جدید در 123 شرکت­ فعال در بازار بورس بررسی شد. داده‎ها بر اساس روش تحلیل عاملی تأییدی بررسی ‌شدند و نرم­افزار PLS برای تحلیل داده­ها و آزمون مدل به‌کار رفت. نتایج نشان می‌دهد رابطة مستقیم و معناداری میان قابلیت­های بازاریابی و عملکرد مالی کسب‌وکار وجود دارد و رابطة میان قابلیت­های بازاریابی و عملکرد کسب‌وکار تحت تأثیر عوامل محیطی قرار می‎گیرد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Explaining the Relationship between Marketing Capabilities and Business Financial Performance

نویسندگان [English]

  • Zohreh Dehdashti Shahrokh 1
  • Mohammad Nategh 2
  • Razieh Ehsani 3
1 Assistant Prof. in Business Management, Allameh Tabatabaei University, Tehran, Iran
2 Ph.D. in Business Management, Allameh Tabatabaei University, Tehran, Iran
3 MSc in Entrepreneurship Management, Allameh Tabatabaei University, Tehran, Iran
چکیده [English]

One of the main concerns of business executives is the investment in developing organizational capabilities that have a significant impact on improving business competitiveness and performance. Marketing capabilities - as one of the most important capability- are mainly concerned with the market and customers. In this research, the conceptual model is developed through a qualitative research based on content analysis to create a comprehensive model for Marketing Capabilities in Iranian B2C Market. It is notable that this model has been completed with reviewing the latest concepts in the related literature. The result of this stage is identifying 14 marketing capabilities which is a new combination for marketing capabilities. Finally, the new developed model has been tested in 123 B2C firms in the stock market. It is noteworthy that the confirmatory factor analysis was conducted and the PLS software was used to analyze the data and test the model. The results indicate that a significant direct relationship exist between marketing capabilities and business financial performance. Also, the results indicate that the relationship between marketing capabilities and business performance is moderated by Environmental Factors.

کلیدواژه‌ها [English]

  • Business Competitiveness
  • Business Financial Performance
  • Marketing Capabilities
  • Qualitative research
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