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تأثیر جهت‌گیری بازاریابی کارآفرینانه بر عملکرد شرکت: نقش میانجی خلاقیت محصول جدید و کسب مزیت رقابتی | ||
| پژوهشنامه مدیریت اجرایی | ||
| دوره 17، شماره 33، شهریور 1404، صفحه 103-139 اصل مقاله (834.03 K) | ||
| نوع مقاله: مدیریت کارآفرینی( مدیریت کسب‌وکار، فرایندهای کسب‌وکار، سیاست‌های کارآفرینانه، کارآفرینی سازمانی، اکوسیستم کارآفرینی، فضای کسب‌وکار، مدل‌های کسب‌وکار، چرخه حیات کسب و کارها، . . . ) | ||
| شناسه دیجیتال (DOI): 10.22080/jem.2025.28410.3973 | ||
| نویسندگان | ||
| لیلا غلامزاده1؛ مرتضی ملکی مین‌باش‌رزگاه* 2؛ سمیه زنگیان3 | ||
| 1کارشناس ارشد مدیریت کسب‌وکار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
| 2دانشیار، گروه مدیریت صنعتی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، مازندران، ایران. | ||
| 3استادیار، گروه علوم مالی، مدیریت و کارآفرینی، دانشکده علوم انسانی و حقوق، دانشگاه کاشان، کاشان، ایران. | ||
| تاریخ دریافت: 25 دی 1403، تاریخ بازنگری: 06 اردیبهشت 1404، تاریخ پذیرش: 06 خرداد 1404 | ||
| چکیده | ||
| تمرکز بر کارآفرینی، درک عمیق از بازار و یادگیری مستمر، از جمله عواملی هستند که به کسب‌وکارها کمک می‌کنند تا در این میدان رقابتی پیشتاز شوند. شرکت‌های کوچک و متوسط، با بهره‌گیری از استراتژی‌های بازاریابی هوشمندانه، می‌توانند سهم قابل توجهی از بازار را به خود اختصاص دهند. هدف اصلی از انجام این پژوهش بررسی تأثیر جهت‌گیری بازاریابی کارآفرینانه بر عملکرد شرکت است. در این پژوهش نقش خلاقیت محصول جدید و کسب مزیت رقابتی به عنوان دو متغیر میانجی مورد سنجش قرار گرفته است. پژوهش حاضر از نظر هدف در زمره پژوهش‌های کاربردی و از دیدگاه جمع‌آوری داده‌ها، توصیفی- پیمایشی است. جامعه آماری این مطالعه متشکل از مدیران شرکت‌های کوچک و متوسط فعال در شهرک صنعتی شهر سمنان است که تعداد شرکت‌های مستقر فعال برابر با 311 می‌باشد و از آنجا که آگاهترین افراد نسبت به مباحث استراتژیک در شرکت‌ها مدیران هستند، بنابراین جامعه این پژوهش مدیران این شرکت‌ها قرار داده شده‌اند که با استناد بر فرمول کوکران 172 مدیر از میان مدیران شرکت‌های مورد مطالعه به روش تصادفی ساده در تحقیق مشارکت داشته‌اند. ابزار گردآوری داده‌ها نیز پرسشنامه است. یافته‌های پژوهش نشان می‌دهد که تأثیر مستقیم، مثبت و معناداری بین جهت‌گیری بازاریابی کارآفرینانه و عملکرد شرکت وجود دارد؛ در این میان اثر میانجی‌گرایانه کسب مزیت رقابتی و خلاقیت محصول جدید در رایطه با جهت‌گیری بازاریابی کارآفرینانه و عملکرد شرکت مورد تأیید قرار نگرفت. نتایج این پژوهش نشان می‌دهد شرکت‌های کوچک و متوسط نیازمند پیاده‌سازی جهت‌گیری بازاریابی کارآفرینانه برای بقای خود در عصر رقابتی کنونی هستند. | ||
| کلیدواژه‌ها | ||
| "جهت‌گیری بازاریابی کارآفرینانه"؛ "خلاقیت محصول جدید"؛ "کسب مزیت رقابتی"؛ "عملکرد شرکت" | ||
| موضوعات | ||
| مدیریت کارآفرینی | ||
| عنوان مقاله [English] | ||
| Entrepreneurial Marketing Orientation Impact on Company Performance: The Mediating Role of New Product Creativity and Competitive Advantage | ||
| نویسندگان [English] | ||
| Leila Gholamzadeh1؛ Morteza Maleki MinbashRazgah2؛ Somayeh Zangian3 | ||
| 1Master of Business Administration, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran | ||
| 2Associate Professor, Department of Industrial Management, Faculty of Management and Administrative Sciences, University of Mazandaran, Babolsar, Mazandaran, Iran | ||
| 3Assistant Professor, Department of Financial Sciences, Management, and Entrepreneurship, Faculty of Humanity and Law, Kashan University, Kashan, Iran | ||
| چکیده [English] | ||
| A focus on entrepreneurship, a deep understanding of the market, and continuous learning are crucial factors that help businesses become leaders in this competitive environment. Companies, especially small and medium-sized enterprises, can seize a significant market share by implementing innovative marketing strategies. This study examines the influence of entrepreneurial marketing orientation on the performance of small and medium-sized enterprises (SMEs). It also explores the mediating roles of new product creativity and competitive advantage within this relationship. The research used a quantitative design, collecting data from 172 managers of SMEs located in a specific industrial park in Iran through a survey questionnaire. Data analysis was conducted using structural equation modeling (SEM). The results indicate a strong positive relationship between entrepreneurial marketing orientation and firm performance. However, the mediating roles of new product creativity and competitive advantage were not confirmed. These findings suggest that adopting an entrepreneurial marketing orientation is vital for SMEs to survive and succeed in today's competitive landscape. | ||
| کلیدواژه‌ها [English] | ||
| "Entrepreneurial marketing orientation", "New product creativity", "Gaining a competitive advantage", "Company performance" | ||
| مراجع | ||
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