تاثیر جهت گیری‌های راهبردی سازمان بر عملکرد مالی توسعه محصول جدید

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی

2 استادیار مدیریت زنجیره تامین، موسسه عالی آموزش و پژوهش مدیریت و برنامه‌ریزی

10.29252/bar.2021.2099

چکیده

هدف تحقیق حاضر بررسی تاثیر جهت­گیری راهبردی سازمان بر عملکرد مالی توسعه محصول جدید است. این تحقیق دو نوع از جهت­گیری­های راهبردی سازمان: یعنی جهت­گیری بازار، جهت­گیری نوآوری و رابطه مکملی جهت­گیری بازار/ نوآوری را مورد بررسی قرار داد. پژوهش حاضر از نظر هدف کاربردی، از نظر روش توصیفی پیمایشی و از نوع علی است.  جامعه آماری پژوهش را شرکت­های تولیدی در صنایع با تکنولوژی بالا و متوسط به بالا و شرکت­هایی که در صنایع دیگر از تکنولوژی سطح بالایی برخوردار بوده­اند تشکیل می­دهد. حجم نمونه براساس فرمول کوکران 229 شرکت تعیین شد، که با روش نمونه گیری در دسترس  و از طریق پرسشنامه جمع­آوری شد. برای خالص­سازی داده­ها تکنیک تحلیل عاملی تاییدی با استفاده از نسخه 22 اموس انجام شد و روش رگرسیون سلسله مراتبی خطی  با نرم افزار  اس پی اس اس نسخه  22 برای آزمون فرضیه­ها استفاده شد. نتایج پژوهش بیانگر تاثیر مثبت جهت­گیری بازار و جهت­گیری نوآوری بر عملکرد توسعه محصول جدید است. به علاوه یافته­ها حاکی از تاثیر مثبت و معناداررابطه مکملی جهت­گیری بازار/ نوآوری، بر عملکرد توسعه محصول جدید است. همچنین نتایج نشان داد که جهت­گیری­های راهبردی سازمان می­توانند در عملکرد مالی توسعه محصول جدید تاثیر­گذار باشند.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Strategic Orientations on New Product Development Financial Performance

نویسندگان [English]

  • Keyvan Panahi 1
  • Saeed Najafi-Tavani 2
1 MSc., of Business Management
2 Assistant Professor of Supply Chain Management Institute for Management and Planning Studies (IMPS)
چکیده [English]

The purpose of the present study is to investigate the impact of the organization's strategic orientation on the financial performance of new product development. This study examined two types of organizational strategic orientations: market orientation, innovation orientation, and the complementary relationship of market orientation / innovation. The present study is a descriptive survey and causal in terms of applied purpose. Statistical population consists of manufacturing companies in high and medium technology industries and companies with high technology in other industries. Sample size was determined based on Cochran formula of 229 companies, which were collected convenient sampling method and questionnaire. Confirmatory factor analysis technique was used to purify the data using version 22 of Amos and the hierarchical linear regression method with SPSS version 22 was used to test the hypotheses. The results of this study indicate the positive impact of market orientation and innovation orientation on new product development performance. In addition, the findings indicate a significant and positive effect of complementary market / innovation orientation on new product development performance. The results also showed that strategic orientations of the organization can influence the financial performance of new product development.

کلیدواژه‌ها [English]

  • Complimentary
  • Innovation Orientation
  • Market orientation
  • New product development Performance
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