مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

بررسی مفهوم قابلیت پویای بازاریابی مبتنی بر رویکرد فراترکیب

نوع مقاله : مقاله مستخرج از رساله دکتری

نویسندگان
مهدی ابراهیمی 1
وحید نورنژادونوش 2
زهره دهدشتی 3
وحید خاشعی ورنامخواستی 4
1 دانشیار گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.
2 دانشجوی دکتری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.
3 استاد ،گروه مدیریت بازرگانی ، دانشگاه علامه طباطبائی، تهران، ایران
4 دانشیار گروه مدیریت‌، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی‌، تهران، ایران.
10.22034/asm.2023.710556
چکیده
در این پژوهش درصدد هستیم تا مفهوم قابلیت پویای بازاریابی را از جنبه دیدگاه‌های نظری، سطح شکل‌گیری قابلیت‌ها و زنجیره شکل‌گیری قابلیت‌ها موردبررسی قرار دهیم. دستیابی به این هدف از یک‌سو موجب اتصال بیشتر ادبیات قابلیت‌های پویا و انواع قابلیت‌های بازاریابی می‌گردد؛ و از سوی دیگر ضمن معرفی برخی رویکردهای جدید و ارائه یک چارچوب نظری از جایگاه سلسله مراتبی انواع قابلیت‌های بازاریابی به محققان در زمینه شکل‌گیری قابلیت پویای بازاریابی کمک می‌نماییم. پژوهش حاضر بر اساس روش تحقیق کیفی می‌باشد. با جستجوی مقالات در پایگاه‌های اسکوپوس، وب.آو.ساینس و گوگل اسکالر در بین سال‌های 1994 الی 2023 مبتنی بر روش فراترکیب و استفاده از نمونه‌گیری نظری درنهایت 51 مقاله مرتبط با این مفهوم انتخاب و با استفاده از روش تحلیل مضمون مورد تحلیل قرار گرفتند. طبق یافته‌های این پژوهش شکل‌گیری قابلیت پویای بازاریابی ناشی از تعامل و درهم تنیدگی انواع قابلیت‌های سطوح مختلف سازمان می‌باشد. لذا استفاده از رویکردهای یکپارچه‌تر مانند رویکرد سیستمی، سلسله مراتبی و معماری قابلیت‌ها و استفاده از استراتژی‌های مطالعه موردی توسط محققان می‌تواند ضمن کاهش سطح انتزاع مدل‌های حوزه قابلیت پویای بازاریابی، چارچوب‌های کاربردی‌تر و قابل‌اجراتری را نیز به ادبیات تحقیق اضافه نماید. از سوی دیگر مدیران شرکت‌ها نیز می‌توانند با استقرار سیستم‌های هوش تجاری، استفاده از تیم‌های تحقیقات بازار و استفاده از سیستم‌های مدیریت ارتباط با مشتری به جذب دانش بازار پرداخته و با تحلیل و کشف انتظارت و نیازهای آشکار و پنهان مشتریان می توانند با ارائه محصولات و خدمات جدید و ارائه ارزش برتر به مشتری به نیازهای بازار پاسخ مناسب‌تری ارائه نمایند.
کلیدواژه‌ها
زنجیره قابلیت‌ها
سلسله‌مراتب قابلیت‌
فرا قابلیت
قابلیت پویای بازاریابی

موضوعات

عنوان مقاله English

Examining the concept of marketing dynamic capability based on the meta-synthesis approach

نویسندگان English

Mahdi Ebrahimi 1
Vahid Noornejadvanoush 2
Zohreh Dehdashti 3
Vahid Khashei Varnamkhasti 4
1 Associate Prof., Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
2 Ph.D. Candidate of business management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
3 Prof., Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
4 Associate Prof.‌, Faculty of Management and Accounting, Allameh Tabataba&‌rsquo;i University, Tehran, Iran.
چکیده English

In this research, we are trying to examine this issue from three aspects of theoretical perspectives, the level of formation of capabilities, as well as the hierarchy of capabilities formation. Achieving this goal, leads to a more integrated connection between the literature of dynamic capabilities and types of marketing capabilities; and while introducing some new approaches and providing a theoretical framework of the hierarchical position of various marketing capabilities, we help researchers the field of marketing dynamic capability formation. The current research is based on qualitative research method. By searching for articles in Scopus, Web-of-Science and Google-Scholar databases between 1994 and 2023, based on meta-synthesis method and using theoretical sampling, finally 51 articles were selected and analyzed using thematic analysis method. According to the findings of research, the formation of marketing dynamic capability is caused by interaction and entanglement of various capabilities of different levels of the organization. Therefore, the use of more integrated approaches such-as the system-approach, hierarchy and capabilities-architecture and use of case-study strategies by future researchers can add more executable frameworks to research literature while reducing the level of abstraction of marketing dynamic capabilities models. company managers can absorb knowledge market by establishing business intelligence systems, using market research teams, and using customer relationship management systems and by analyzing and discovering the expectations and obvious and hidden needs of the customers, they can provide a more appropriate response to the market needs by offering new products and services and providing superior value to the customer.

کلیدواژه‌ها English

Chain of capabilities
Hierarchy of capabilities
Marketing Dynamic capabilities
Meta-capabilities
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