ارائه مدل تاثیرگذاری بازارگرایی بر بهره‌وری صنعت فرش دستبافت کشور
محورهای موضوعی : مدیریت بازرگانیمهرداد آزادی 1 , سید عباس حیدری 2 , وحیدرضا میرابی 3
1 - دانشجوی دکتری گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد تهران مرکز، تهران، ایران
2 - استادیار گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد تهران مرکز، تهران، ایران
3 - دانشیار گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد تهران مرکز، تهران، ایران
کلید واژه: بهره‌وری, بازارگرایی, صنعت فرش دستبافت,
چکیده مقاله :
فرش دستبافت کشور یکی از توانمندترین صنایع داخلی به شمار می‌رود که علی رغم پتانسیل بالا نتوانسته است در سال‌های اخیر در عرصه جهانی موفقیت سال‌های گذشته را تکرار کند. یکی از عوامل بروز این مشکل، عدم توجه به بهره‌وری این صنعت و عوامل تأثیرگذار بر آن است. بنابراین در تحقیق حاضر، مدلی برای سنجش بازارگرایی بر بهره‌وری صنعت فرش کشور ارائه شد. جامعه آماری تحقیق حاضر شامل دو بخش خبرگان صنعت فرش (10 نفر) و کارشناسان و مدیران مرکز ملی فرش و بخش فرش سازمان صنعت، معدن و تجارت که به تعداد 425 نفر بودند با بهره‌گیری از فرمول حجم نمونه کوکران، 203 نفر به عنوان نمونه آماری انتخاب شدند. در ابتدا با تکیه بر تئوری‌ها و چارچوب‌های حوزه بازارگرایی و بهره‌وری و بهره‌گیری از نظرات خبرگان صنعت فرش دستبافت، مدل اولیه تحقیق استخراج شد. در ادامه با استفاده از مدل‌سازی معادلات ساختاری در محیط نرم‌افزار لیزرل مدل مستخرج مورد آزمون قرار گرفت و درنهایت تأثیر بازارگرایی شامل سه بعد مشتری‌محوری، موقعیت در بازار و هماهنگی بین وظیفه‌ای بر بهره‌وری صنعت فرش شامل ابعاد اثربخشی بازار و شدت بازار تأیید شد. ضمن اینکه میزان تأثیر مشتری‌محوری بر بهره‌وری بیش از سایر متغیرها بود.
Handmade carpet industry is one of the most powerful internal industries which could not repeat the success it had in the past years at a global scale despite its high potential. One of the reasons can be lack of attention to productivity and the related affecting factors. Therefore, in the current research, a model was presented to measure the impact of marketing on the productivity of carpet industry in Iran. The statistical population included two different parts of carpet industry experts (10 experts) and the managers at different levels of Iran National Carpet Center and the Ministry of Industry, Mine and Trade from among whom 203 ones were selected based on Cochran sampling formula. First, reviewing the theories and frameworks about market orientation and productivity and benefiting the views of handmade carpet industry experts, a preliminary model was extracted. Then, through continuously applying structural equation model in LISREL software environment, the extracted model was tested and finally, the impact of market orientation including customer orientation (customer satisfaction, customer loyalty and customer capital), market situation (rival orientation and market intelligence) and inter functional coordination (flexibility, knowledge sharing and cooperation) on productivity (including market effectiveness and market intensity) was proved. It was also found that the influence of customer orientation on productivity was more than other dimensions.
Alhakimi, W. and Mahmoud, M. (2020). The impact of market orientation on innovativeness: evidence from Yemeni SMEs, Asia Pacific Journal of Innovation and Entrepreneurship, 14(1): 47-59.
Amini Khiabani, G. R., Hamdi, K. (2018). Relationship between market orientation culture with human resource productivity, Productivity Management Journal, 44 (1): 157-179. (In Persian)
AsadZadeh, Ahmad, Asiaban Rezaei, M., Tahouni, M. (2014). The role of market orientation on brand performance improvement in international markets, Productivity Management Journal, 7 (24): 119-140. (In Persian)
Beneke, J., Blampied, S., Dewar, N., Soriano, L., (2016). The impact of market orientation and learning orientation on organisational performance: A study of small to medium-sized enterprises in Cape Town, South Africa, Journal of Research in Marketing and Entrepreneurship, 18(1): 90-108.
Esmaeili, F. (2019). Measuring cost leadership strategy in handmade carpet supply chain, M. A Thesis, Yazd University. (In Persian)
Fernandes, C.I.M.A.S., Ferreira, J.J.M., Lobo, C.A. and Raposo, M. (2020), The impact of market orientation on the internationalization of SMEs, Review of International Business and Strategy, 30(1): 123-143.
Gruber-Muecke, T., Hofer, K. M. (2015). Market orientation, entrepreneurial orientation and performance in emerging markets, International Journal of Emerging Markets, 10(3): 560-571.
HaghShenas Kashani, F., Saeedi, N., HassanPour Pazvari, M. (2010). Strategic Planning for Iran carpet industry to join WTO by SWOT matrix, Business Surveys journal, 8 (43): 58-68. (In Persian)
Heidari, S. A., Saeedi, N. (2011).Surveying the influence of competitive intelligence on Iran carpet industry compatibility, Goljaam quarterly, 19: 83-97. (In Persian)
Kajalo, S., Lindblom, A., (2015). Market orientation, entrepreneurial orientation and business performance among small retailers, International Journal of Retail & Distribution Management, 43(7): 580-596
Madsen, T. K., Sørensen, H. F., Torres-Ortega, R., (2015). The Market Orientation of Domestic and International New Ventures, in Shaoming Zou , Hui Xu , Linda Hui Shi (ed.) Entrepreneurship in International Marketing Advances in International Marketing, 25 (2): 21 - 44
Mahmoud,, M. A., Blankson, C., Owusu-Frimpong, N., Nwankwo, S., Trang, T. P., (2016). Market orientation, learning orientation and business performance: The mediating role of innovation, International Journal of Bank Marketing, 34(5): 623-648
Saeedi, N., NorouzNejad Darzi Naghibi, A., ZendehBad, S. (2011). Measuring and ranking internet marketing dimensions of Iran carpet industry, New Business and Economy Quarterly, 25-26: 169-185. (In Persian)
Saeedi, N., ZedehBad, S. (2013). Analyzing on Iran carpet industry situation in international markets, Commercial Surveys, 59: 23-33. (In Persian)
Taghavi Fard, M. T., Ghafourian, A., Behboudi, O. (2015). surveying the influence of market orientation on business performance, Business Administration Researches Journal, 7 (13): 205-227. (In Persian)
Yang, D., Wei, Z., Shi, H. and Zhao, J. (2020), Market orientation, strategic flexibility and business model innovation, Journal of Business & Industrial Marketing, Vol. 35 No. 4, pp. 771-784.
_||_Alhakimi, W. and Mahmoud, M. (2020). The impact of market orientation on innovativeness: evidence from Yemeni SMEs, Asia Pacific Journal of Innovation and Entrepreneurship, 14(1): 47-59.
Amini Khiabani, G. R., Hamdi, K. (2018). Relationship between market orientation culture with human resource productivity, Productivity Management Journal, 44 (1): 157-179. (In Persian)
AsadZadeh, Ahmad, Asiaban Rezaei, M., Tahouni, M. (2014). The role of market orientation on brand performance improvement in international markets, Productivity Management Journal, 7 (24): 119-140. (In Persian)
Beneke, J., Blampied, S., Dewar, N., Soriano, L., (2016). The impact of market orientation and learning orientation on organisational performance: A study of small to medium-sized enterprises in Cape Town, South Africa, Journal of Research in Marketing and Entrepreneurship, 18(1): 90-108.
Esmaeili, F. (2019). Measuring cost leadership strategy in handmade carpet supply chain, M. A Thesis, Yazd University. (In Persian)
Fernandes, C.I.M.A.S., Ferreira, J.J.M., Lobo, C.A. and Raposo, M. (2020), The impact of market orientation on the internationalization of SMEs, Review of International Business and Strategy, 30(1): 123-143.
Gruber-Muecke, T., Hofer, K. M. (2015). Market orientation, entrepreneurial orientation and performance in emerging markets, International Journal of Emerging Markets, 10(3): 560-571.
HaghShenas Kashani, F., Saeedi, N., HassanPour Pazvari, M. (2010). Strategic Planning for Iran carpet industry to join WTO by SWOT matrix, Business Surveys journal, 8 (43): 58-68. (In Persian)
Heidari, S. A., Saeedi, N. (2011).Surveying the influence of competitive intelligence on Iran carpet industry compatibility, Goljaam quarterly, 19: 83-97. (In Persian)
Kajalo, S., Lindblom, A., (2015). Market orientation, entrepreneurial orientation and business performance among small retailers, International Journal of Retail & Distribution Management, 43(7): 580-596
Madsen, T. K., Sørensen, H. F., Torres-Ortega, R., (2015). The Market Orientation of Domestic and International New Ventures, in Shaoming Zou , Hui Xu , Linda Hui Shi (ed.) Entrepreneurship in International Marketing Advances in International Marketing, 25 (2): 21 - 44
Mahmoud,, M. A., Blankson, C., Owusu-Frimpong, N., Nwankwo, S., Trang, T. P., (2016). Market orientation, learning orientation and business performance: The mediating role of innovation, International Journal of Bank Marketing, 34(5): 623-648
Saeedi, N., NorouzNejad Darzi Naghibi, A., ZendehBad, S. (2011). Measuring and ranking internet marketing dimensions of Iran carpet industry, New Business and Economy Quarterly, 25-26: 169-185. (In Persian)
Saeedi, N., ZedehBad, S. (2013). Analyzing on Iran carpet industry situation in international markets, Commercial Surveys, 59: 23-33. (In Persian)
Taghavi Fard, M. T., Ghafourian, A., Behboudi, O. (2015). surveying the influence of market orientation on business performance, Business Administration Researches Journal, 7 (13): 205-227. (In Persian)
Yang, D., Wei, Z., Shi, H. and Zhao, J. (2020), Market orientation, strategic flexibility and business model innovation, Journal of Business & Industrial Marketing, Vol. 35 No. 4, pp. 771-784.