بررسی تأثیر استراتژی‌های رقابتی، ادراک از محیط پویا و جهت‌گیری بازار بر عملکرد با تعدیلگری زیرکی بازار (مورد مطالعه صنعت لبنیات)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت بازاریابی بین الملل، دانشکده اقتصاد و مدیریت، دانشگاه سمنان، سمنان، ایران

2 استادیار گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت دانشگاه سمنان، سمنان، ایران

3 دانشیار دانشکده اقتصاد و مدیریت گروه مدیریت بازرگانی ، دانشگاه سمنان، سمنان، ایران

4 استاد گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

چکیده

هدف پژوهش حاضر ارائه راهکارهای کاربردی به ‌منظور ایجاد فهم مناسب از بازار، رقبا و مشتریان است. این پژوهش از لحاظ هدف، کاربردی و از نظر روش پژوهش توصیفی-علّی است. در این پژوهش ابتدا مدل نظری و فرضیات بین متغیرها توسعه داده شد و جهت بررسی فرضیات پژوهش، مدل معادلات ساختاری مورد استفاده قرار گرفت. جامعه آماری مدیران و کارکنان فروش شرکت‌های لبنی شهر مشهد است. از این رو نمونه‌ای برابر با 226 نفر بر اساس فرمول کوکران و با استفاده از روش نمونه‎گیری در دسترس انتخاب شد. برای جمع‎آوری داده‎ها از پرسشنامه استفاده شد، پایایی پرسشنامه به‌وسیله آلفای کرونباخ و پایایی مرکب و روایی آن با استفاده از روایی سازه (هم‎گرا) و روایی واگرا مورد تأیید قرار گرفت. نتایج به‌دست‌آمده از این پژوهش نشان داد که راهبرد‌های رقابتی بر جهت‌گیری و عملکرد بازار تأثیرگذار است. هم‌چنین نقش  زیرکی بازار در روابط بین ادراک از محیط و جهت‌گیری بازار با عملکرد بازار مورد تأیید قرار گرفت.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of Competitive Strategies, Perceptions of the Dynamic Environment and Market Orientation on Performance with Subtle Market Moderation

نویسندگان [English]

  • hossein balouchi 1
  • Morteza Maleki Min Bash Razgah 2
  • Davod Feiz 3
  • tahmorth hasangholi pour 4
1 Phd student in international marketing Management Group Faculty of Economics and Management University of Semnan, Semnan, Iran
2 Assistant Professor in Management Group Faculty of Economic and Management University of Semnan, Semnan, Iran
3 Associate Professor in Management Group Faculty of Economic and Management University of Semnan, Semnan, Iran
4 Professor of Business Marketing Group, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

The purpose of the present research is to provide practical solutions in order to create an appropriate understanding of the market, competitors and customers. This research is applied in terms of purpose and in terms of descriptive research method. in this research, At first, theoretical model and hypotheses between variables were expanded and to investiage the hypotheses, structural equetion modeling was used. The statistical population are the managers and sales staff of dairy companies in Mashhad. For this purpose, a sample of 226 people was selected based on Cochran's formula using available sampling method. A questionnaire was used to collect the data, The reliability of the questionnaire was confirmed by Cronbach's alpha, its composite reliability and its validity by using construct validity (convergent) and divergent validity. The reliability of the questionnaire was confirmed by Cronbach's alpha and composite reliability, and its validity was confirmed by using constructive (congruent) and divergent validity.  The results of this study showed that competitive strategies affect market orientation and performance. The modifier role of market subtle between relationships of environment perception , market orientation and market performance was confirmed.

کلیدواژه‌ها [English]

  • Perception of dynamic environment
  • market orientation
  • market intelligence
  • market performance

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تحقیقات اقتصاد و توسعه کشاورزی ایران
دوره 49، شماره 3
مهر 1397
صفحه 473-486

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