تأثیر کارآفرینی محوری و بازارمحوری بر اثربخشی بازاریابی از طریق قابلیت بازاریابی در کسب‌وکارهای کوچک و متوسط

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی‌ کارشناسی ارشد مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه خلیج‌فارس، بوشهر، ایران

2 دانشیار گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه خلیج‌فارس، بوشهر، ایران

3 استادیار گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه خلیج‌فارس، بوشهر، ایران

10.29252/bar.2020.10241.2693

چکیده

در عصر حاضر، کسب‌وکارهای مختلف باید از اقدامات و فعالیت‌های بازاریابی متنوعی برای دسترسی به مشتریان متعدد استفاده کنند. به همین دلیل ارزیابی اثربخشی فعالیت‌های بازاریابی، به‌منظور حصول اطمینان از اینکه راهبردهای اتخاذ شده به تحقق اهداف منجر می‌شود، اهمیت یافته است. لذا این پژوهش به بررسی اثربخشی فعالیت‌های بازاریابی می‌پردازد.هدف اصلی پژوهش حاضر، بررسی تأثیر کارآفرینی محوری و بازارمحوری بر اثربخشی بازاریابی با نقش میانجی قابلیت بازاریابی است. این پژوهش از نظر هدف، کاربردی و از نظر گردآوری داده‌ها توصیفی- پیمایشی و از نوع همبستگی است. جامعه آماری این پژوهش را شرکت‌های کوچک و متوسط فعال در شهرک‌های صنعتی شهر بوشهر تشکیل می‌دهند که تعداد آن‌ها 157 شرکت است. در این پژوهش از روش نمونه‌گیری در دسترس برای دسترسی به اعضای جامعه استفاده شد. برای این منظور تعداد 110 شرکت به­­منزله نمونه انتخاب گردید. از پرسشنامه نیز به­منزله ابزار جمع‌آوری داده‌، استفاده گردید که پس از گردآوری داده‌ها، تجزیه‌وتحلیل داده‌ها با استفاده از روش معادلات ساختاری به کمک نرم‌افزار Smart PLS انجام ‌شد. درنهایت،تجزیه‌وتحلیل داده‌ها نشان داد، هر یک از متغیرهای کارآفرینی محوری، بازارمحوری، قابلیت بازاریابی به‌طور مستقیم بر اثربخشی بازاریابی تأثیر مثبت دارند.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the Effect of Entrepreneurial Orientation and Marketing Orientation on the Effectiveness of Marketing through Marketing Capabilities in Small and Medium-Sized Enterprises

نویسندگان [English]

  • Zahra Mohammadi 1
  • Majid Esmaeilpour 2
  • Fakhreieh Hamidianpure 3
1 Graduate student in Business Management, Department of Business Management, Persian Gulf University, Bushehr, Iran
2 Associate Professor in Marketing Management, Department of Business Management, Persian Gulf University, Bushehr, Iran
3 Assistant Professor, Department of Business Management, Persian Gulf University, Bushehr, Iran
چکیده [English]

Nowadays, different businesses have to take various marketing strategies in order to get access to customers. Accordingly, evaluating the effectiveness of marketing activities has gained an utmost importance to ensure that the adapted measures are efficient. In this paper the effectiveness of marketing activities is looked into. This includes investigating the impact of entrepreneurial orientation and market orientation on the effectiveness of marketing through the mediating role of marketing capabilities. In terms of purpose, this was an applied research, and in terms of collecting data, it is a descriptive- survey study and of the correlational type. The statistical population of this study included 157small and mediate-sized companies in the industrial town of Bushehr. Convenient sampling was used in this research to have access to the members of society. To this end, 110 companies were selected as the samples of the study. In order to collect data, a questionnaire has been used. After collecting the required data, they analyzed by using Structural Equation Model (SEM) through Smart PLS software. Finally, the analysis of data indicated that each of the entrepreneurial orientation, market orientation and marketing capabilities variables had directly and positively affected the marketing effectiveness.

کلیدواژه‌ها [English]

  • Entrepreneurship
  • Market orientation
  • Marketing Capabilities
  • Marketing effectiveness
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