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.

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Walley, A. (2010). Strategic Marketing. Ventus pubication APS. Download free ebooks at bookbon.com.