ارزیابی ارتباط بین قابلیتهای بازاریابی و عملکرد سازمان در شرکت های تولید کننده موادغذایی در شهر تهران

نوع مقاله: مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی گرایش بازاریابی- دانشگاه الزهرا (س)

2 دانشیار،عضو هیأت علمی گروه مدیریت، دانشکده علوم اجتماعی و اقتصاد- دانشگاه الزهرا(س

چکیده

قابلیت‌های بازاریابی  موجب می شود تا شرکت ها بتوانند متناسب با شرایط بازار، استراتژی های مناسب را اجرا کرده و به اهداف عملکردی خود دست یابند. این پژوهش، ارتباط قابلیت‏های بازاریابی (نوآوری، ارتباط با مشتری، مدیریت برند و حسگری بازار) را با عملکرد سازمانی (مثل رشد، سودآوری و درآمد) مورد مطالعه قرار می دهد. برای این منظور اطلاعات لازم از طریق پرسشنامه جمع آوری گردید که توسط مدیران بازاریابی شرکت های تولیدی مواد غذایی تکمیل شده است. تعداد192پرسشنامه تکمیل و مسترد شد. داده ها با روش معادلات ساختاری و تکنیک حداقل مربعات جزئی با استفاده از نرم افزار لیزرل مورد بررسی قرار گرفت. بر اساس یافته های پژوهش، هر چهار قابلیت بازاریابی با عملکرد سازمان ارتباط مثبت و معنی داری دارد. همچنین در بررسی اثر دو متغیر میانجی (عمر و اندازه سازمان) بر رابطه قابلیت‌های بازاریابی با عملکرد سازمان، نتایج نشان می دهد ارتباط معنی داری وجود ندارد، مراتب حاکی از این است که قابلیت‌های بازاریابی - فارغ از مراحل عمر و یا اندازه سازمان - می توانند منبع مزیت رقابتی پایدار محسوب شده و موجب ارتقاء عملکرد گردند

کلیدواژه‌ها


عنوان مقاله [English]

Evaluation of the Relationship between Marketing Capabilities with Organizational Performance of Food Manufacturing Companies in Tehran

نویسندگان [English]

  • Farzaneh Orak 1
  • Mohammad Ali Babaeezakilaki 2
1 Master of Business Administration Marketing Orientation - Al-Zahra University
2 Associate Professor, Faculty Member of Management Department, Faculty of Social Sciences and Economics, Al-Zahra University (S.
چکیده [English]

Marketing capabilities enable organizations to implement strategies according to
market conditions and achieve their organizational performance goals. This research
evaluates the relationship between marketing capabilities (innovation, CRM, brand
management and market sensing) and organizational performance (such as growth,
profitability and Income). To assess research variables a questionnaire was sent to the
marketing managers of food companies in Tehran district. A total of 192 completed
questionnaires have been received. The collected data has been analyzed using structural equations and partial least square method by LISREL software. According to the
findings, there are positive relationship between all four marketing capabilities and
organizational performance. Furthermore, the results show that organizational age and
size have no effect on the relationship between marketing capabilities and organization
performance. It also indicates that marketing capabilities can be considered as a source
of sustainable competitive advantage and can enhance the performance.

کلیدواژه‌ها [English]

  • Marketing capabilities
  • Organization performance
  • Customer Relationship Management
  • Brand Management
  • Market sensing

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