بررسی تأثیر ترتیب ورود به بازار و جهت‌گیری‌های استراتژیک بر عملکرد مالی شرکت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار حسابداری، دانشگاه یزد، یزد، ایران

2 استادیار دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، ایران

3 دانشجوی کارشناسی ارشد حسابداری، دانشگاه یزد، یزد، ایران

چکیده

استراتژی تجاری شرکت نشانگر نحوه رقابت شرکت در بازار انتخابی شرکت است. شرکت‌ها با تدوین استراتژی‌های رقابتی مناسب، مزیت رقابتی به­دست می‌آورند و زمینه پیشرفت شرکت را فراهم سازند. هدف این پژوهش بررسی تاثیر ترتیب ورود به بازار و جهت­­گیری­های استراتژیک بر عملکرد مالی شرکت‌های پذیرفته شده در بورس اوراق بهادار تهران است. در این پژوهش برای سنجش فرضیه­های پژوهش از داده‌های مالی 150 شرکت بورس اوراق بهادار تهران در بازه زمانی 1390 الی 1395 استفاده شده است. آزمون فرضیه‏ها مطابق ‌رگرسیون حداقل مربعات تعمیم­یافته به روش داده‏های ترکیبی است. یافته‌های پژوهش حاکی از تأثیر مستقیم ترتیب ورود به بازار بر اساس اتخاذ نوع جهت‌گیری­های استراتژیک بر عملکرد مالی است، به­طوری که شرکت­های پیرو اولیه با استفاده از استراتژی تمایز بازاریابی و شرکت‌های تازه وارد در استفاده از استراتژی رهبری هزینه عملکرد موفقی بر اساس معیارهای بازده دارایی و بازده فروش دارند، همچنین اتخاذ استراتژی تمایز نوآورانه برای شرکت‌های پیشگام و پیرو اولیه تأثیر مثبت و معناداری با معیار بازده دارایی به­منزله معیار اندازه­­گیری عملکرد مالی شرکت دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the effect of market entry and strategic direction on firm's financial performance

نویسندگان [English]

  • Zohreh Aref Manesh 1
  • Habib Ansari Samani 2
  • Saeed Zarei Al-Wandi 3
1 Assistant Professor of Accounting, Yazd University, Yazd, Iran
2 Assistant Professor, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran
3 Master's Degree in Accounting, Yazd University, Yazd, Iran
چکیده [English]

The company's business strategy reflects how the company is competitive in the company's selected market. Many companies are trying to gain competitive advantage by developing appropriate competitive strategies and, by increasing the competitiveness of their products, provide the basis for the growth and development of the company. The paper’s aim is to investigate the effect of market entry and strategic orientations on financial performance of Tehran Stock Exchange companies. Thus, financial data of 150 companies of Tehran Stock Exchange for the period of 1390-1395 used to test the research hypotheses. The generalized least squares regression model has been used to test the combining data. As the research findings, the direct order of entry into the market active by the adoption of strategic performance orientations of the companies. But the initial followers of the strategy of marketing differentiation and the new companies entering the strategy leadership have a successful performance based on asset efficiency and sales returns. The adoption of an innovative differentiation strategy for pioneering and early-stage companies has a positive and significant impact on asset efficiency as a measure of corporate financial performance.

کلیدواژه‌ها [English]

  • Market entry
  • Cost leadership strategy
  • Innovative differentiation strategy
  • Marketing differentiation strategy
  • Financial performance

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کاوش‌های مدیریت بازرگانی
دوره 12، شماره 23
شهریور 1399
صفحه 59-83

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