بررسی تأثیر بازارگرایی بر عملکرد سازمانی در چارچوب مزیت رقابتی در شرکت های صنعتی کوچک و متوسط (مطالعه موردی: مجموعه‌ای از شهرک‌های صنعتی استان مازندران)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار، گروه علمی حسابداری و مدیریت ، دانشگاه پیام نور

2 کارشناسی ارشد MBA، دانشگاه علوم و فنون مازندران، بابل، ایران

چکیده

در طول دهة گذشته بازارگرایی بسیار مورد توجه پژوهشگران بازاریابی قرار داشته و بعنوان یکی از موضوعات اصلی پژوهش در حوزه بازاریابی استراتژیک مطرح می‌‌باشد. بر همین اساس، در این پژوهش به بررسی تأثیر بازارگرایی داخلی و خارجی بر عملکرد سازمانی با توجه به متغیر میانجی مزیت ‌رقابتی و متغیر وابسته تعهد‌ سازمانی پرداخته شده است. جامعه آماری این تحقیق را مدیران شرکت‌های صنعتی کوچک و متوسط در مجموعه‌ای از شهرک های صنعتی استان مازندران تشکیل داده و 220 نفر از مدیران به روش نمونه‌گیری غیر احتمالی در دسترس، به عنوان نمونه آماری پژوهش مورد نظر انتخاب شده‌اند. همچنین در این پژوهش از پرسشنامه به عنوان ابزارگردآوری اطلاعات استفاده شده است. ضمناً در این تحقیق، تحلیل مدل پژوهش از روش معادلات ساختاری و با استفاده از نرم افزار لیزرل انجام گرفته است. نتایج بدست آمده نشان می دهد که بازارگرایی داخلی موجب توسعه و بهبود تعهد سازمانی می شود و همچنین توسعه مزیت رقابتی منتج از تاثیرات مثبت ابعاد بازارگرایی داخلی و خارجی، به شرکت‌های صنعتی کوچک و متوسط در راستای بهبود عملکرد سازمانی کمک می کند.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Market Orientation on Organizational Performance within the Competitive Advantage Framework in SMEs: A Case Study of the Complex of Industrial Parks in Mazandaran Province

نویسندگان [English]

  • Seyed Mohammad Bagheri 1
  • Safieh Latifi 2
  • Shokoufeh Mohseni Melerdi 2
1 Assistant Professor, Department of Accounting and Management Department, Payame Noor University
2 Master of MBA, Department of Management, Mazandaran University of Science and Technology, Babol, Iran
چکیده [English]

Market orientation is one of the major research streams developed in strategic marketing during the past ten years. This research aims at the effect of internal and external market orientations on organizational performance. With regard to intermediate variables, competitive advantages and the dependent variable of organizational commitment are evaluated. The statistical population of this research consists of the managers of small and medium sized enterprises in the Complex of Industrial Parks in Mazandaran Province. Totally, 220 managers are selected as a sample, using available non-probable sampling. Also, questionnaires have been used to collect the data. The analysis of the survey model has been done using the Lisrel software. The results show that internal market orientation leads to the development and improvement of organizational commitment. It is also found that the competitive advantage obtained from the positive effects of internal and external marketing helps small and medium industrial companies to improve their organizational performance.

کلیدواژه‌ها [English]

  • Market orientation
  • Organizational Performance
  • Organizational commitment
  • Competitive Advantage
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