مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

بررسی نقش قابلیت مدیریتی پویا و شدت رقابت برتأثیر قابلیت‌های بازاریابی بر ابعاد استراتژی رقابتی (مورد مطالعه: شرکتهای صادراتی نمونه)

نویسندگان
1 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران
2 گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت،دانشگاه ارومیه، ارومیه، ایران
10.52547/JABM.3.2.3688
چکیده
هدف این مطالعه بررسی تاثیر قابلیت‌های بازاریابی بر ابعاد استراتژی رقابتی با نقش میانجی قابلیت مدیریتی پویا و نقش تعدیلی شدت رقابت می باشد. روش پژوهش بصورت توصیفی- همبستگی می باشد. جامعه آماری این تحقیق مدیران رده بالا شرکتهای صادراتی نمونه می باشد. برای جمع‌اوری داده از پرسشنامه استاندارد استفاده شد. از روش رگرسیون چند متغیره مبتنی بر معادلات ساختاری با استفاده از نرم افزار smart-pls 3 برای تحلیل داده‌ها استفاده شده است. یافته‌ها نشان داد که در مدل نهایی این مطالعه، قابلیت‎های بازاریابی بر کارایی هزینه و تمایز بازاریابی به ترتیب با ضریب مسیر 0.500 و 0.457 تاثیر معنادار دارند. اثر تعدیلی شدت رقابت بر کارایی هزینه و تمایز رقابتی معنادار نبود. همچنین نقش میانجی قابلیت مدیریتی پویا بر روابط بین قابلیت‌های بازاریابی با کارایی هزینه قابل توجیه نبود اما بر روابط بین قابلیت‌های بازاریابی با تمایز بازاریابی معنادار و قابل توجه بود. که این نشانگر اهمیت متغیر قابلیت مدیریتی پویا می باشد و توصیه می شود مدیران شرکتهای صادراتی نمونه در تدوین استراتژی های خود قابلیت مدیریتی پویا را به عنوان متغیری کارا دخیل نمایند.همچنین از آنجایی که توانایی اطلاعاتی بازار بیشترین تأثیر را در شکل گیری افراد و موضع استراتژیک شرکت دارد، تولیدکنندگان صادراتی باید با دقت مدیریت توسعه و تقویت این توانایی را برای طراحی مناسب و موثر انجام دهند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The mediating role of dynamic management capability and the moderating role of competition intensity on the effect of marketing capabilities on the dimensions of the desired competitive strategy (Case study: sample export companies)

نویسندگان English

Saeid Farjam 1
nasrin rasouli 2
1 Assistant Professor, Department of Business Management, Faculty of Management, Economics and Accounting, Payam Noor University, Tehran, Iran
2 Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran
چکیده English

The purpose of this study is to investigate the effect of marketing capabilities on the dimensions of the competitive strategy with the mediating role of dynamic management capability and the moderating role of competition intensity. The research method is descriptive-correlation. The statistical population of this research is the top managers of sample export companies. A standard questionnaire was used to collect data. Multivariate regression method based on structural equations using smart-pls 3 software was used to analyze the data. Findings showed that in the final model of this study, marketing capabilities have a significant effect on cost efficiency and marketing differentiation with a path coefficient of 0.500 and 0.457, respectively. The moderating role of competition intensity on cost efficiency and competitive differentiation was not significant. Also, the mediating role of dynamic management capability on the relationship between marketing capabilities and cost efficiency could not be justified, but on the relationship between marketing capabilities and marketing differentiation was significant. This indicates the importance of the dynamic management capability variable and it is recommended that the managers of export companies include dynamic management capability as an efficient variable in formulating their strategies.In addition, since the information ability of the market has the greatest effect on the formation of people and the company's strategic position, export manufacturers must carefully manage the development and strengthening of this ability for appropriate and effective design.

کلیدواژه‌ها English

marketing capabilities
competitive strategy
dynamic management capability
competition intensity
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