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بررسی رابطۀ نوآوری سازمانی و عملکرد با متغیر میانجی نوآوری بازاریابی (مطالعۀ موردی: کسبوکارهای کوچک و متوسط در صنعت نساجی کاشان) | ||
| مدیریت بازرگانی | ||
| مقاله 13، دوره 7، شماره 2، 1394، صفحه 485-500 اصل مقاله (248.44 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2015.55556 | ||
| نویسندگان | ||
| طیبه نیک رفتار* 1؛ کامبیز طالبی2؛ فاطمه سعیدی آرانی3 | ||
| 1استادیار مدیریت، دانشکدۀ کارآفرینی دانشگاه تهران، تهران، ایران | ||
| 2دانشیار مدیریت، دانشکدۀ کارآفرینی دانشگاه تهران، تهران، ایران | ||
| 3دانشجوی کارشناسی ارشد کارآفرینی، دانشکدۀ کارآفرینی دانشگاه تهران، تهران، ایران | ||
| چکیده | ||
| پژوهش حاضر به بررسی اهمیت سازوکارهای تأثیرگذار متغیر نوآوری سازمانی، بر عملکرد نوآوری و بازار میپردازد. هدف از اجرای پژوهش، ارائۀ مدلی از عملکرد بازاریابی سازمانی با در نظرگرفتن متغیر مستقل نوآوری سازمانی و متغیرهای میانجی عملکرد بازار و عملکرد نوآوری است؛ بهگونهای که بتوان سهم بیشتری از تغییرات عملکرد بازار سازمان را تبیین کرد. پرسشنامۀ پژوهش بر اساس مرور ادبیات و مصاحبه با خبرگان طراحی شده است. برای اثبات روایی آن، علاوهبر نظر خبرگان، از تحلیل عاملی تأییدی نیز بهره شده است. دادهها از کل جامعۀ آماری، شامل مدیران ارشد 130 کسبوکار کوچک و متوسط در صنعت نساجی کاشان، جمعآوری شده است. از میان 130 پرسشنامهای که در اختیار پاسخدهندگان قرار گرفت، 100 پرسشنامۀ تکمیل دریافت شد. یافتههای پژوهش حاکی از آن است که نوآوری سازمانی بر نوآوری بازاریابی تأثیر مستقیم و معناداری میگذارد؛ اما نوآوری بازاریابی بر عملکرد نوآوری تأثیری ندارد. همچنین ضرایب مسیر نشان میدهد همبستگی شایان توجهی بین نوآوری سازمانی و نوآوری بازاریابی وجود دارد. | ||
| کلیدواژه‌ها | ||
| صنعت نساجی؛ عملکرد نواوری؛ نواوری بازاریابی؛ نواوری سازمانی | ||
| عنوان مقاله [English] | ||
| The relationship between organizational innovation and performance considering the role of marketing innovation as intermediary variable (Case study: small and medium-sized businesses in the textile industry | ||
| نویسندگان [English] | ||
| Tayebeh Nikraftar1؛ Kambiz Talebi2؛ Fatemeh Saidi Arani3 | ||
| 1Assistant Prof., Faculty of Entrepreneurship, University of Tehran, Tehran, Iran | ||
| 2Associate Prof., Faculty of Entrepreneurship, University of Tehran, Tehran, Iran | ||
| 3MSc. Student, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran | ||
| چکیده [English] | ||
| This study examined the effect of organizational innovation on market innovation and innovation performance. The aim of the present study is to provide a model of organizational marketing performance considering the independent variables, market performance and the intermediary variables of organizational innovation and innovation performance. The questionnaire was designed based on literature review and interviews with experts. The expert panel and confirmatory factor analysis are used to prove the validity of the questionnaire. Statistical data is collected from the entire community including senior executives of 130 businesses- small and medium enterprises in the textile industry in Kashan. 100 questionnaires were completed. The research results suggest that organizational innovation has a direct and significant impact on marketing innovation. However, marketing innovation has no effect on innovation performance. The results also showed a significant correlation between organizational innovation and marketing innovation. | ||
| کلیدواژه‌ها [English] | ||
| Innovation performance, marketing innovation, Organizational Innovation, Textile industry | ||
| مراجع | ||
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