شناسایی عوامل مؤثر بر عملکرد کسب و کار با میانجیگری استراتژی های رقابتی
محورهای موضوعی : بازاریابی و توسعه شبکه کسب و کارمجتبی لاتی 1 , پریسا دانشمند فرد 2 *
1 - استادیار گروه مدیریت صنعتی، واحد نوشهر، دانشگاه آزاد اسلامی، نوشهر، ایران
2 - گروه مدیریت کسب و کار، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: نوآوری باز, گرایش کارآفرینانه, بازارگرایی, استراتژی¬های رقابتی, عملکرد کسب و کار,
چکیده مقاله :
چکیده
یکی از مهمترین خروجیهای سازمانی که بیانگر میزان دستیابی به اهداف تجاری سازمانهاست، عملکرد کسب و کار بوده که متاثر از عوامل مختلفی میباشد. بدین منظور، شناسایی عوامل مؤثر بر عملکرد کسب و کار برای مدیران سازمانها از اهمیت بالایی برخوردار میباشد. در این تحقیق، به بررسی تاثیر نوآوری باز، گرایش کارآفرینانه و بازارگرایی بر عملکرد کسب و کار از طریق نقش میانجی استراتژیهای رقابتی پرداخته شد. جامعه آماری این تحقیق، کارکنان ستاد شرکت بیمه دانا به تعداد 450 نفر بودند که با بهرهگیی از فرمول حجم نمونه کوکران، 208 نفر بهعنوان نمونه آماری انتخاب شدند. در این تحقیق، برای ستجش نوآوری باز از پرسشنامه مستفیظ و همکاران (2022)، برای سنجش گرایش کارآفرینانه و عملکرد کسب و کار از پرسشنامه سانتوس-ویجانده و همکاران (2022)، برای سنجش بازارگرایی از پرسشنامه بودلای و کاتر (2022) و برای سنجش استراتژیهای رقابتی نیز از پرسشنامه کوریا و همکاران (2023) مجموعاً شامل 53 سوال با طیف 5گزینهای لیکرت استفاده شد. برای سنجش روایی از روایی محتوا و برای سنجش پایایی نیز از تکنیک آلفای کرونباخ استفاده شد. نتایج حاصل از بکارگیری مدلسازی معادلات ساختاری در محیط نرمافزار لیزرل نشان داد که هر سه متغیر نوآوری باز، گرایش کارآفرینانه و بازارگرایی بر استراتژیهای رقابتی و عملکرد کسب و کار تاثیرگذارند. ضمن اینکه استراتژیهای رقابتی نیز تاثیر معناداری بر عملکرد کسب و کار داشت. درواقع استراتژیهای رقابتی در تاثیرگذاری نوآوری باز، گرایش کارآفرینانه و بازارگرایی بر عملکرد کسب و کار نقش میانجی داشت. همچنین تاثیر نوآوری باز بر استراتژیهای رقابتی و عملکرد کسب و کار بیشتر از سایر متغیرها بود.
Introduction:
One of the most important organizational outputs is business performance which is affected by different and various factors. For this mean, identifying affecting factors on business performance is very importance for organizations’ managers. In this study, the effect of open innovation, entrepreneurial orientation and market orientation on business performance through mediating role of competitive strategies was surveyed.
Methodology:
The research is applicable from goal and descriptive from data collection. Data gathering tool is questionnaire for which library and fieldwork were utilized for its designation. Statistical society includes 450 employees and managers in different levels of Dana Insurance company from which 208 ones were selected by applying Cochran sampling formula. Sampling strategy was simple random too. Statistical sample includes 208 experts of Dana Insurance company. In this study, a standard questionnaire consisting of 53 questions with a 5-point Likert scale was utilized for data collection. The mentioned questionnaire was standard ones which distributed among statistical sample after proving its content validity (CVI and CVR ) and reliability (Cronbach’s Alpha).
Results and Discussion:
The results of applying structural equation modeling in the LISREL software environment showed that all three variables include open innovation, entrepreneurial orientation and market orientation affects significantly and positively on competitive strategies and business performance.
Conclusion:
Competitive strategies had a significant effect on business performance too. Indeed, competitive strategies mediates the influence of open innovation, entrepreneurial orientation and market orientation on business performance. Also, the impact of open innovation on competitive strategies and business performance was greater than other variables.
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