عوامل کلیدی تاثیرگذار بر عملکرد بازار با نقش واسطه ای نوآوری برند

نوع مقاله: مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت کسب‌وکار (ΜΒΑ) گرایش عمومی، دانشگاه کردستان، سنندج

2 . استادیار گروه مدیریت بازرگانی دانشگاه کردستان، سنندج

3 استادیار گروه مدیریت بازرگانی دانشگاه کردستان، سنندج

چکیده

دستیابی به عملکرد بازار بالاتر، هدفی است که سازمان‌ها همواره برای رسیدن به آن، به اقدامات مختلفی روی می‌آورند. این پژوهش که به بررسی عوامل کلیدی تاثیرگذار بر عملکرد بازار با نقش واسطه‌ای نوآوری برند می‌پردازد، از نظر هدف کاربردی و به لحاظ روش، پیمایشی تحلیلی است. جامعه آماری شامل مدیران استراتژی، برنامه‌ریزی، بازاریابی، برند و فروش در شرکت‌های ایرانی است و داده‌های پژوهش با استفاده از روش نمونه‌گیری غیراحتمالی دردسترس از طریق فرمول کوکران از میان 400 نفر از مدیران شرکت‌های ایرانی به دست آمده است. جهت آزمون فرضیه‌ها، از روش مدل‌یابی معادلات ساختاری، با استفاده از نرم‌افزار اسمارت پی‌ال‌اس استفاده شده است. نتایج پژوهش نشان می‌دهد که سازه‌های نوآوری محصول، گرایش استراتژیک، نوآوری برند و گرایش به کارآفرینی، بر عملکرد بازار تاثیر مثبت و معناداری دارند. سازه‌های یادگیری سازمانی، گرایش به بازار، نوآوری محصول ، گرایش استراتژیک و گرایش به کارآفرینی نیز بهصورت غیرمستقیم بر عملکرد بازار تاثیر مثبت و معناداری دارد و متغیر میانجی نوآوری برند، موجب تشدید رابطه‌ها خواهد شد.

کلیدواژه‌ها


عنوان مقاله [English]

The key Key factors Factors influencing Influencing market Market performance Performance with mediator Mediator role Role of brand Brand innovationInnovation

نویسندگان [English]

  • azadeh ommati 1
  • Arman Ahmadizad 2
  • Parviz Kafcheh 3
1 Master of Business Administration, University of Kurdistan, Sanandaj, Iran
2 Assistant Professor in Business Administration, University of Kurdistan, Sanandaj, Iran.
3 Assistant Professor in Business Administration, University of Kurdistan, Sanandaj, Iran
چکیده [English]

Companies do their best to achieve a better market performance. This study deals with the key factors influencing market performance with mediator role of brand innovation. The research is practical one, in terms of purpose, and methodologically it is an analytical survey. The statistical population of the research includes marketing, brand and sale managers of Iranian companies in various industries. The data has been obtained by using Convenience Nonprobability Sampling method and Cochran Formula, through a questionnaire, which has been handed out to 400 managers of Iranian companies. Confirmatory Factor Analysis (CFA) technique has been used for assessing factor structure validity and Cronbach alpha has been used for measuring the integrity of the tools. Moreover, for hypothesis test, Structural Equation Modeling (SEM) and Smart PLS software has been used. The results show that the strategic orientation, product innovation, entrepreneurial orientation and brand innovation constructs directly have a positive and significant influence on the market performance. In addition, brand innovation is the most important factor affecting the market performance. Moreover, The organizational learning, market orientation, strategic orientation, product innovation, and entrepreneurial orientation variables have a positive and meaningful influence of the market performance, indirectly and with the escalating role of brand innovation.

کلیدواژه‌ها [English]

  • Marketing
  • Brand
  • Innovation
  • Brand Innovation
  • marketing Marketing performancePerformance
 

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