بررسی تأثیر جهت‌گیری بازار بر استراتژی‌های نوآوری
محورهای موضوعی : مدیریت بازاریابی
فرانک خدایاری
1
(استادیار، گروه مدیریت بازرگانی، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران)
بهناز خدایاری
2
(استادیار، گروه مدیریت بازرگانی، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران)
فاطمه نوری
3
(دانشجوی کارشناسی ارشد مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
کلید واژه: مشتری‌مداری, جهت‌گیری بازار, نوآوری اکتشافی, نوآوری تدریجی, رقیب‌گرایی,
چکیده مقاله :
هدف از این پژوهش بررسی تأثیر جهت‌گیری بازار بر استراتژی‌های نوآوری می‌باشد. روش پژوهش بر حسب هدف کاربردی و از نظر نحوه اجرا از نوع توصیفی، پیمایشی می‌باشد. جامعه آماری پژوهش حاضر شامل کارکنان و کارشناسان شرکت تهران بوران می‌باشد که حجم نمونه با استفاده از فرمول کوکران 174 نفر و روش نمونه‌گیری، تصادفی ساده تعیین گردید. پایایی پرسش‌نامه‌ها با استفاده از روش آلفای کرونباخ 0.866 و روایی ابزار با روش محتوایی مورد تأیید قرار گرفته‌اند. داده‌های پژوهش به کمک نرم‌افزارهای SPSS و PLS مورد تحلیل قرار گرفتند و نتایج آن نشان داد جهت‌گیری بازار با دو بعد مشتری‌مداری و رقیب‌گرایی به صورت زیر بر نوآوری تأثیر دارد: مشتری‌مداری بر نوآوری تدریجی و نوآوری اکتشافی تأثیر ندارد اما رقیب‌گرایی برنوآوری اکتشافی و نوآوری تدریجی تأثیر مثبت دارد.
Today, in order to survive and achieve more success, organizations need to take advantage of these strategies to improve their competitive advantage. However, they have insufficient understanding of how to use this asset to improve market performance and, ultimately, have no competitive advantage. Research The present paper seeks to investigate the effect of market orientation on innovation strategies at Tehran Bourn Company. The research method is descriptive survey. The statistical population of this research includes all personnel and experts in Tehran Bourn Company. The sample size was determined using Cochran's formula of 174 people and the method of sampling was simple random. The research data were collected using library and field method and the tools used in the questionnaire. The reliability of the questionnaires was confirmed by Cronbach's alpha (0.866) and the validity of the tool was confirmed by content method. Data were analyzed using statistical software, descriptive and inferential statistics using SPSS and PLS software’s. The results of this research indicate that the impact of customer orientation and competitiveness on exploratory innovation has been positive. Moreover, the results show that the client Orbital and competing have a positive and significant impact on gradual innovation.
اصلی بیگی، م.، دودانگه، س. و افشار، پ. (1396). "تأثیر رقیب‌مداری و مشتری‌مداری بر نوآوری و عملکرد بازار در صنعت بانک (مورد مطالعه: بانک تجارت)"، فصلنامه مطالعات مدیریت و حسابداری دوره 3، شماره 3، صص. 77-94.
حسینی، ح.ا. و نورزاد مقدم، ا. (1393). "تأثیر نوآوری و بازارگرایی بر عملکرد کسب‌وکار و مزیت رقابتی پایدار در بنگاه‌های صنعتی"، نشریه توسعه تکنولوژی صنعتی، دوره 12، شماره 23، صص. 21-30.
مظهری، ف.، رحمتی، م. و تبار، زنگنه (1390). "بررسی رابطه‌ی بین جهت‌گیری استراتژیک، نوآوری خدمات و عملکرد بازار"، کنفرانس بین‌المللی مدیریت، چالش‌ها و راهکارها.
Abernathy, W. & Clark, K. (1985). “Innovation: Mapping the Winds of Creative Destruction”, Research Policy, Vol. 14, PP. 3-22.
Alexander, N., Daniel, P. & Andrew, A. (2016). “The influence of market orientation on innovation strategies”, Journal of Service Theory and Practice, Vol. 26(1), PP. 72-90.
Athuahene-Gima, K. (1995). “An exploratory analysis of the impact of market orientation on new product performance: a contingency approach”, Journal of Product Innovation
Management, Vol. 12(4), PP. 275-293.
Athuahene-Gima, K. (1996). “Market orientation and innovation”, Journal of Business Research, Vol. 35(2), PP. 93-103.
Athuahene-Gima, K. (2005), “Resolving the capability-rigidity paradox in new productinnovation”, Journal of Marketing, Vol. 69(4), PP. 61-83.
Bates & Khasawneh. (2005). “Organizational learning culture, learning transfer climate and perceived innovation in Jordanian organizations”, International Journal of Training and Development Vol. 9(2), PP. 96-109.
Beck, L., Janssens, W., Debruyne, M. & Lommelen, T. (2011). “A study of the relationships between generation, market orientation, and innovation in family firms”, Family Business
Review, Vol. 24 (3), PP. 252-272.
Christensen, C. & Bower, J.L. (1996). “Customer power, strategic investment, and the failure of leading firms”, Strategic Management Journal, Vol. 17 (3), PP. 197-218.
Day G.S. Market driven strategy: Free Press; 1994.
Deshpande, R. & Webster, Jr F. (1989). “Organizational culture and marketing: defining the research agenda”, Journal of Marketing, Vol. 53(1), PP. 3-15.
Gottland, D. & Boule, J.M. (2011). “The market orientation- new product performance relationship: redefining the moderating role of environmental conditions”, International journal of research in marketing. Vol. 23, PP. 171-185.
Grinstein, A. (2008). “The effect of market orientation and its components on innovation consequences: a meta-analysis”, Journal of the Academy of Marketing Science, Vol. 36(2), PP. 166-173.
Jaworski, B.J. & Kohli, A.K. (1993). “Market orientation: antecedents and consequences”, Journal of Marketing, Vol. 57, PP. 53-70.
Kohli, A.K. & Jaworski B.J. (1990). “Market orientation: the construct, research propositions, and managerial implications”, Journal of Marketing, Vol. 54(2), PP. 1-18.
La, K.V. & Kandampully, J. (2004). “Market oriented learning and customer value enhancement through service recovery management”, Managing Service Quality, Vol. 14(5), PP. 390-401.
Lukas, B.A. & Ferrell, O.C. (2000). “The effect of market orientation on product innovation”, Journal of Academy of Marketing Science, Vol. 28(2), PP. 239-247.
Morgan, N.A., Vorhies, D.W. & Mason, C.H. (2009). “Market orientation, marketing capabilities and firm performance”, Strategic Management Journal, Vol. 30(8), PP. 909-920.
Narver J.C., Slater S.F. (1990) “The effect of a market orientation on business profitability”, Journal of Marketing, Vol. 54(4), PP. 20-35.
Nasution, H.N., Mavondo, F.T., Matanda, M.J. & Ndubisi, N.O. (2011). “Entrepreneurship: Its relationship with market orientation and learning orientation and as antecedents to innovation and customer value”, Industrial Marketing Management, Vol. 40(3), PP. 336-345.
Nieto, M.J., Santamaria, L. & Fernandez, Z. (2015). “Understanding the innovation behavior of family firms”, Journal of Small Business Management, Vol. 53 (2) PP. 382-399.
Sandvik, I.L. & Sandvik, K. (2003). “The impact of market orientation on product innovativeness and business performance”, International Journal of Research in Marketing, Vol. 20 No. 4, PP. 355-376.
Unwin (originally published in the USA in 1942; reprinted by Routledge, London in 1994).
Smirnova, M., Naudé, P., Henneberg, S.C., Mouzas, S., & Kouchtch, S.P. (2011). “The impact of market orientation on the development of relational capabilities and performance outcomes: The case of Russian industrial firms”, Industrial Marketing Management, Vol. 40, PP. 44-53.
Jong-Kuk, S., Min-Sook, P. & Rhea, I. (2012). “Market orientation and communication methods in international strategic alliances”, Journal of Business Research, Vol. 65(11), PP. 1606-1611.
Hasan, T., Sima, N. & Dursun, B. (2015). “The Effects of Strategic Orientations on Innovation Capabilities and Market Performance: The Case of ASEM”, Procedia - Social and Behavioral Sciences, Vol. 207, PP. 709-719.
_||_اصلی بیگی، م.، دودانگه، س. و افشار، پ. (1396). "تأثیر رقیب‌مداری و مشتری‌مداری بر نوآوری و عملکرد بازار در صنعت بانک (مورد مطالعه: بانک تجارت)"، فصلنامه مطالعات مدیریت و حسابداری دوره 3، شماره 3، صص. 77-94.
حسینی، ح.ا. و نورزاد مقدم، ا. (1393). "تأثیر نوآوری و بازارگرایی بر عملکرد کسب‌وکار و مزیت رقابتی پایدار در بنگاه‌های صنعتی"، نشریه توسعه تکنولوژی صنعتی، دوره 12، شماره 23، صص. 21-30.
مظهری، ف.، رحمتی، م. و تبار، زنگنه (1390). "بررسی رابطه‌ی بین جهت‌گیری استراتژیک، نوآوری خدمات و عملکرد بازار"، کنفرانس بین‌المللی مدیریت، چالش‌ها و راهکارها.
Abernathy, W. & Clark, K. (1985). “Innovation: Mapping the Winds of Creative Destruction”, Research Policy, Vol. 14, PP. 3-22.
Alexander, N., Daniel, P. & Andrew, A. (2016). “The influence of market orientation on innovation strategies”, Journal of Service Theory and Practice, Vol. 26(1), PP. 72-90.
Athuahene-Gima, K. (1995). “An exploratory analysis of the impact of market orientation on new product performance: a contingency approach”, Journal of Product Innovation
Management, Vol. 12(4), PP. 275-293.
Athuahene-Gima, K. (1996). “Market orientation and innovation”, Journal of Business Research, Vol. 35(2), PP. 93-103.
Athuahene-Gima, K. (2005), “Resolving the capability-rigidity paradox in new productinnovation”, Journal of Marketing, Vol. 69(4), PP. 61-83.
Bates & Khasawneh. (2005). “Organizational learning culture, learning transfer climate and perceived innovation in Jordanian organizations”, International Journal of Training and Development Vol. 9(2), PP. 96-109.
Beck, L., Janssens, W., Debruyne, M. & Lommelen, T. (2011). “A study of the relationships between generation, market orientation, and innovation in family firms”, Family Business
Review, Vol. 24 (3), PP. 252-272.
Christensen, C. & Bower, J.L. (1996). “Customer power, strategic investment, and the failure of leading firms”, Strategic Management Journal, Vol. 17 (3), PP. 197-218.
Day G.S. Market driven strategy: Free Press; 1994.
Deshpande, R. & Webster, Jr F. (1989). “Organizational culture and marketing: defining the research agenda”, Journal of Marketing, Vol. 53(1), PP. 3-15.
Gottland, D. & Boule, J.M. (2011). “The market orientation- new product performance relationship: redefining the moderating role of environmental conditions”, International journal of research in marketing. Vol. 23, PP. 171-185.
Grinstein, A. (2008). “The effect of market orientation and its components on innovation consequences: a meta-analysis”, Journal of the Academy of Marketing Science, Vol. 36(2), PP. 166-173.
Jaworski, B.J. & Kohli, A.K. (1993). “Market orientation: antecedents and consequences”, Journal of Marketing, Vol. 57, PP. 53-70.
Kohli, A.K. & Jaworski B.J. (1990). “Market orientation: the construct, research propositions, and managerial implications”, Journal of Marketing, Vol. 54(2), PP. 1-18.
La, K.V. & Kandampully, J. (2004). “Market oriented learning and customer value enhancement through service recovery management”, Managing Service Quality, Vol. 14(5), PP. 390-401.
Lukas, B.A. & Ferrell, O.C. (2000). “The effect of market orientation on product innovation”, Journal of Academy of Marketing Science, Vol. 28(2), PP. 239-247.
Morgan, N.A., Vorhies, D.W. & Mason, C.H. (2009). “Market orientation, marketing capabilities and firm performance”, Strategic Management Journal, Vol. 30(8), PP. 909-920.
Narver J.C., Slater S.F. (1990) “The effect of a market orientation on business profitability”, Journal of Marketing, Vol. 54(4), PP. 20-35.
Nasution, H.N., Mavondo, F.T., Matanda, M.J. & Ndubisi, N.O. (2011). “Entrepreneurship: Its relationship with market orientation and learning orientation and as antecedents to innovation and customer value”, Industrial Marketing Management, Vol. 40(3), PP. 336-345.
Nieto, M.J., Santamaria, L. & Fernandez, Z. (2015). “Understanding the innovation behavior of family firms”, Journal of Small Business Management, Vol. 53 (2) PP. 382-399.
Sandvik, I.L. & Sandvik, K. (2003). “The impact of market orientation on product innovativeness and business performance”, International Journal of Research in Marketing, Vol. 20 No. 4, PP. 355-376.
Unwin (originally published in the USA in 1942; reprinted by Routledge, London in 1994).
Smirnova, M., Naudé, P., Henneberg, S.C., Mouzas, S., & Kouchtch, S.P. (2011). “The impact of market orientation on the development of relational capabilities and performance outcomes: The case of Russian industrial firms”, Industrial Marketing Management, Vol. 40, PP. 44-53.
Jong-Kuk, S., Min-Sook, P. & Rhea, I. (2012). “Market orientation and communication methods in international strategic alliances”, Journal of Business Research, Vol. 65(11), PP. 1606-1611.
Hasan, T., Sima, N. & Dursun, B. (2015). “The Effects of Strategic Orientations on Innovation Capabilities and Market Performance: The Case of ASEM”, Procedia - Social and Behavioral Sciences, Vol. 207, PP. 709-719.
