تحلیل تأثیر کارآفرینی گرایی بر بازارگرایی در جهت بهبود عملکرد شرکت های تولیدی قطعات خودرو

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت، علوم اداری و اقتصاد، دانشگاه اصفهان

2 استادیار مدیریت، علوم اداری و اقتصاد، دانشگاه اصفهان

10.29252/bar.9.18.61

چکیده

کارآفرینی­گرایی از مطالعاتی نشأت گرفته که تعیین استراتژی را برحسب الگوهای عمل یا سبک­های تصمیم­گیری ملاحظه می­نماید. شرکت­ها با ارائه محصولات جدید و منحصر به فرد مطابق با نیازهای مشتریان می­توانند سهم بیشتری از بازار محصول را به خودشان اختصاص دهند. هدف این پژوهش که از نوع توصیفی- همبستگی است، بررسی تأثیر کارآفرینی­گرایی و ابعاد آن بر بازارگرایی و سپس تأثیر بازارگرایی بر عملکرد شرکت­های قطعه­ساز خودرو است. به این منظور، پرسشنامه­ای برای سنجش این متغیرها طراحی گردید.آلفای کرونباخ برای کارآفرینی­گرایی 88/0 و برای بازارگرایی 90/0 و برای عملکرد 77/0 به دست آمد. نتایج PLS نشان داد که مقدارt محاسبه شده بزرگتر از 2 بوده و نشان دهنده معنادار بودن تأثیر کارآفرینی­گرایی بر بازارگرایی و سپس تأثیر بازارگرایی بر عملکرد دارد. همچنین نتایج تحلیل رگرسیون چندگانه حاکی از تأثیر بعد ریسک پذیری و پیشگامی بر بازارگرایی پاسخگو و مبتکرانه دارد. همچنین بازارگرایی پاسخگو و مبتکرانه بر عملکرد شرکت­های قطعه­سازی تأثیرگذار بود.

کلیدواژه‌ها

عنوان مقاله [English]

Entrepreneurship Impact on Market Orientation to Improve the Performance of Auto Parts Manufacturers

نویسندگان [English]

  • Mozhde Alian 1
  • Hossein Rezaie Dolat Abadi 2
1 Student Management MBA, University of Isfahan, Iran
2 Assistant Professor, Marketing Principal, University of Isfahan, Iran
چکیده [English]

Entrepreneurial orientation is based on studies that plan strategies according to the action patterns or decision making styles. By providing unique and innovative products focusing on customer needs, companies can allocate themselves a larger share of the market. The goal of this descriptive correlational research is to examine the effect of entrepreneurship and its results on the market orientation and, consequently, the influence of the latter on the auto parts manufacturers’ performance. So, to measure these variables, a questionnaire was designed: Cronbach's alpha was found to be 0/88 for entrepreneurship, 0/90 for market orientation and 0/77 for performance.  The results of PLS showed a t bigger than 2, which indicates the significance of the impact of the entrepreneurship on market orientation and, consequently, market orientation influence on the performance. Moreover, the results of a multiple regression analysis showed the impact of the risk-taking factor and pioneering on the responsive active market. Also, responsive and proactive market proved to have a significant effect on the performance of auto parts manufacturers.

کلیدواژه‌ها [English]

  • Entrepreneurship
  • Performance
  • Auto parts manufacturers

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کاوش‌های مدیریت بازرگانی
دوره 9، شماره 18
دی 1396
صفحه 61-81

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