بررسی نقش میانجی نوگرایی سازمانی و نقش تعدیلگر پویایی بازار بر رابطه قابلیت حسگری بازار و عملکرد شرکت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران

2 کارشناسی ارشد مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ایران.

3 دانشجوی دکتری، گروه مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران

چکیده

با در نظر گرفتن رشد سریع بازارها و خواسته‌های متنوع مصرف‌کنندگان، سیستم‌های سنتی بازاریابی، نمی‌توانند به‌طور اثربخشی نیازهای مصرف‌کنندگان را شناسایی کنند، لذا شرکت‌ها بایستی از سیستم‌های نوین حسگری بازار استفاده کنند. این مقاله ادبیات موجود در حوزه نوگرایی سازمانی و بازاریابی نوین را مرور کرده و سپس چارچوبی را پیشنهاد می‌کند که قابلیت حسگری بازار، نوگرایی سازمانی و عملکرد شرکت را به هم پیوند می‌دهد. با استفاده از تئوری قابلیت پویا، چارچوبی که باعث ایجاد نوآوری به‌عنوان واسطه در رابطه بین قابلیت حسگری بازار و عملکرد شرکت می‌شود را ارائه می‌دهد و نقش تعدیل‌کننده عامل محیطی (پویایی بازار) بر رابطه بین نوگرایی سازمانی و عملکرد شرکت را بررسی می‌کند. جامعه موردمطالعه کارکنان نمایندگی‌های شرکت ایران‌خودرو در تهران بود. بر اساس نمونه‌گیری در نرم‌افزار G*Power برآورد نمونه 130 نفر بود اما برای رفع اثر پرسشنامه‌های ناقص 200 پرسشنامه بین نمونه موردنظر توزیع شد که از میان آن‌ها 173 پرسشنامه تکمیل شده مورد تحلیل قرار گرفت. سوالات پرسشنامه از مطالعات معتبر استخراج شدند. داده‌های گرداوری شده با نرم‌افزار warppls.v7 مورد تحلیل قرار گرفتند. نتایج نشان داد که حسگری بازار بر عملکرد و نوگرایی سازمانی تأثیر مثبت و معنادار دارد. نقش میانجی‌گری نوگرایی بر رابطه بین حسگری بازار و عملکرد نیز مورد تائید قرار گفت. همچنین، نقش تعدیلی پویایی بازار نیز مثبت و قابل‌توجه برآورد شد.

کلیدواژه‌ها


عنوان مقاله [English]

The mediating role of organizational modernity and the moderator role of market dynamics on the relationship between market sensibility and firm performance

نویسندگان [English]

  • Seyedeh maasoumeh Ghamkhari 1
  • Elahe Mollaei 1
  • Nasrin Rasouli 2
  • MohammadAmin Torabi 3
1 Assistant Professor, Department of Business Management, Faculty of Management, Economics and Accounting, Payame Noor University, Tehran, Iran
2 Master of Business Administration, Faculty of Economics and Management, Urmia University, Iran.
3 Department of Management, Economics and Accounting, Payame Noor University, Tehran, Iran.
چکیده [English]

Given the rapid growth of markets and the diverse demands of consumers, traditional marketing systems cannot effectively identify consumer needs, so companies must use modern market sensing systems. This article reviews the existing literature on organizational innovativeness and modern marketing and then proposes a framework that links Market-Sensing Capability, organizational innovativeness, and firm performance. Using dynamic capability theory, it provides a framework that creates innovation as a mediator in the relationship between Market-Sensing Capability and firm performance, and the moderating role of environmental factor (market dynamics) on the relationship between organizational innovation and performance. The study population was the employees of Iran-Khodro dealerships in Tehran. Based on sampling in G*Power software, the sample estimate was 130 people, but to eliminate the effect of incomplete questionnaires, 200 samples were distributed, of which 173 healthy questionnaires were analyzed. The collected data from healthy questionnaires taken from previous studies were analyzed with warp-pls v7 software. The results showed that Market-Sensing Capability has a positive and significant effect on performance and organizational innovativeness. The mediating role of organizational innovativeness on the relationship between Market-Sensing Capability and performance was also acknowledged. Finally, the moderating role of market dynamics was assessed as positive and significant.

کلیدواژه‌ها [English]

  • Market-Sensing Capability
  • Organizational Innovativeness
  • Market Dynamics
  • Company Performance
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