بررسی تأثیر ظرفیت انعطاف‌پذیری و یادگیری سازمانی بر عملکرد بازاریابی: بررسی آثار میانجی نوآوری محصول و تعدیلگر آشفتگی محیطی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 کارشناس ارشد، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، ارومیه، ایران.

2 استادیار، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران.

چکیده

هدف: پژوهش حاضر با هدف ارائه راهکارهایی برای افزایش عملکرد بازاریابی از طریق ایجاد نوآوری در محصول اجرا شده است. بدین منظور به بررسی تأثیر ظرفیت انعطاف‌پذیری و یادگیری سازمانی و نوآوری محصول بر عملکرد بازاریابی می‌پردازد.
روش: جامعه آماری این پژوهش شامل 236 شرکت تولیدی و صادراتی دارو و نمونه آماری شامل 146 شرکت است. برای آزمون فرضیه‌های آماری، از روش حداقل مربعات جزئی و از نرم‌افزار SMART-PLS استفاده شده ‌است.
یافته‌ها: نتایج حاصل، حاکی از اثرهای مثبت و معنادار ظرفیت انعطاف‌پذیری سازمانی و یادگیری سازمانی با متغیر میانجی نوآوری محصول بر عملکرد بازاریابی این شرکت‌هاست. طبق بررسی‌های انجام ‌شده، تأثیر تعدیلی آشفتگی محیطی بر اثر ظرفیت انعطاف‌پذیری سازمانی و یادگیری سازمانی بر نوآوری محصول تأیید نشد.
نتیجه‌گیری: ایجاد انعطاف در فرایندها و تصمیم‌گیری‌های سازمانی در راستای پاسخ سریع به تغییرهای گسسته محیطی امری ضروری است. سازمان‌ها به‌منظور افزایش توانمندی برای رویارویی با محیط متلاطم و پیچیده، به استفاده از پارادایم‌های نوین و ایجاد ظرفیت یادگیری نیاز دارند. بر این اساس، شرکت‌ها قادر خواهند بود برای پاسخ به خواسته‌های دائم در حال تغییر مشتریان، به ایجاد نوآوری پیوسته در محصول بپردازند و از این طریق، افزایش عملکرد و جایگاه رقابتی سازمان را رقم بزنند.

کلیدواژه‌ها


عنوان مقاله [English]

Studying the Effects of Organizational Resilience Capacity and Organizational Learning on Marketing Performance: with the Mediating Effect of Product Innovativeness and Moderating Role of Environmental Turbulence

نویسندگان [English]

  • Parisa Ghahremanpour 1
  • Seyyed Jafar Zonoozi 2
  • Seyyed Abolfazl Abolfazli 2
1 MSc., Department of Business Management, Faculty of Economic & Management, Urmia University, Urmia, Iran.
2 Assistant Prof., Department of Business Management, Faculty of Economic & Management, Urmia University, Urmia, Iran.
چکیده [English]

Objective
Companies need to apply innovations in their products in order to achieve organizational goals, achieve competitive advantage, and improve organizational performance. Organizational learning, developing a flexible organization, supportive managers and specialized teams is essential to achieve product innovation and organizational survival. The main question of this research is: what are the strategies to increase the performance of the Iranian pharmaceutical industry market? This research seeks to provide solutions to improve the innovation power and marketing performance of pharmaceutical companies. To this end, this study examines the effect of flexibility capacity, organizational learning and product innovation on marketing performance. In this case, companies can strengthen their position in the domestic and international markets and gain a stable competitive advantage over other competitors.
 
Methodology
The present study is applied in terms of purpose and is survey in terms of method. The statistical population of this study includes 236 pharmaceutical companies on Darooyab website, where the data have been collected from senior managers of these companies. Applying simple random sampling and according to Cochran’s formula, 146 companies were selected as the sample. The data were collected through a questionnaire. The research data were analyzed in form of structural equation modeling based on partial least squares method using Smart PLS2 software.
 
Findings
The results indicated significantly positive effects of organizational resilience capacity and organizational learning considering the mediating role of product innovation on the marketing performance of these companies. According to the investigations, the moderating effect of environmental disturbance has not been confirmed due to organizational flexibility capacity and organizational learning on product innovation.
 
Conclusion
It is necessary to create flexibility in organizational processes and decisions in order to respond quickly to discrete environmental changes. In addition, organizations need to use new paradigms and create learning capacity to empower to deal with turbulent and complex environments. Accordingly, companies will be able to create continuous innovation in their products in order to meet the ever-changing demands of customers. Thereby, it can lead to an increase in the performance and competitive position of the organization.

کلیدواژه‌ها [English]

  • Organizational resilience capacity
  • organizational learning
  • Product innovativeness
  • marketing performance
  • Environmental turbulence
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