بررسی پژوهش های حوزه رفتار فروش اخلاقی از منظر فراروش : پایگاه های Google Scholar, Science Direct, Emerald, Springer, T & F , SAGE
محورهای موضوعی : بازاریابیرضا شعبانی 1 , پژمان جعفری 2 , بهرام خیری 3
1 - دانشجوی دکتری، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
3 - دانشیار، گروه مدیریت بازرگانی، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: اخلاق, رفتار فروش اخلاقی, فراروش,
چکیده مقاله :
امروزه ورود تکنولوژی و تغییر ماهیت بازارها ، تنوع زیاد محصولات ، افزایش بی وقفه برندها و شرکت های تولیدی منجر به ایجاد فضایی رقابتی گردیده است. در چنین فضایی شرکت ها تمرکز خود را بر استراتژی هایی می گذارند که منجر به بقا و حفظ سودآوری در بازار گردد؛توجه به حفظ سودآوری و بقا موجب انحراف توجه شرکت ها به مسائل اخلاقی در این حوزه می گردد . اخیرا موضوع اخلاق در کسب و کار در کانون توجه بسیاری از پژوهشگران قرار گرفته است اما پژوهش های اندکی توجه خود را معطوف به ماهیت ذاتی اخلاق نموده اند،لذا هدف از پژوهش حاضر بررسی روش شناسی پژوهش های پیشین در این حوزه با استفاده از روش، فرا روش می باشد، بدین منظور مقالات منتشر شده در 6 پایگاه اطلاعاتی در یک بازه زمانی مشخص از منظر روش شناسی مورد بررسی قرار گرفتند، نتایج نشان داد پژوهش‌های انجام‌شده در این حوزه از یکنواختی و جهت‌گیری یک‌سویه در روش‌ها دچار آسیب شده‌است، به گونه ای که اکثر مقالات با رویکرد کمی، با استفاده از ابزار پرسشنامه و با روش تحلیل مدل‌یابی معادلات ساختاری انجام گرفته اند، و سهم پژوهش های کیفی و آمیخته در مقایسه با پژوهش های کمی بسیار ناچیز است.
چکیده انگلیسی:
Today, with the introduction of technology and the consequent market transformation, the wide range of available products, and the continuous increase in brands and manufacturing companies an intensely competitive environment has been created. In such an environment, companies primarily focus on strategies that guarantee their survival and profitability in the market. The excessive focus of attention on profitability and survival, though, has led to a neglect of ethical issues in business. In recent years, sales ethics has drawn many researchers’ attention; however, the intrinsic nature of ethics has not been the target of such research. With this research gap, the current study aims at doing a meta-analysis of methodologies used in previous research. To this end, methodologies reported in published papers in 6 databases during a definite time period were investigated. Our results revealed that previous research suffered from monotony and bias in their applied methods, with most articles limiting themselves to quantitative approaches, exclusively using questionnaires and structural equation modeling for data gathering and analysis, respectively. This has led to the scarcity of qualitative and mixed-model research compared to the quantitative research carried out in the field.
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