اثر فاکتورهای اجتماعی سازمانی بر دانش ضمنی و اثربخشی بازاریابی برند ورزشی
محورهای موضوعی : مدیریت بازاریابیالهام مشکل گشا 1 , رسول نظری 2 , رضا فردی پور 3
1 - استادیار، گروه مدیریت ورزشی، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران
2 - دانشیار، گروه مدیریت ورزشی، واحد خوراسگان، دانشگاه آزاد اسلامی، اصفهان، ایران
3 - کارشناس‌ارشد مدیریت ورزشی، واحد خوراسگان، دانشگاه آزاد اسلامی، اصفهان، ایران
کلید واژه: دانش ضمنی, اثربخشی, اجتماعی سازی, بازاریابی, ارتباطات,
چکیده مقاله :
هدف از پژوهش حاضر بررسی نقش کیفیت ارتباطات میان کارکردی و فرصت‌های اجتماعی سازی به عنوان عوامل اثرگذار بر مبادله دانش ضمنی و اثربخشی بازاریابی می‌باشد. پژوهش حاضر از نوع تحقیق کاربردی است که از نظر استراتژی توصیفی و از نظر اجرا پیمایشی است، ضمن اینکه جمع‌آوری اطلاعات به روش میدانی و از طریق ابزار پرسشنامه انجام شد. محیط این پژوهش سازمان‌های تولیدکننده و فروشنده محصولات ورزشی می‌باشد. جامعه آماری این تحقیق فروشندگان ورزشی هستند، ابزار گردآوری اطلاعات، پرسشنامه می‌باشد، حجم نمونه 144 نفر از فروشندگان ورزشی می‌باشد. اطلاعات جمع‌آوری شده بوسیله نرم‌افزارهای ایموس مورد تجزیه و تحلیل قرار گرفت. یافته‌ها نشان داد که دو متغیر کیفیت ارتباطات میان کارکردی و فرصت‌های اجتماعی سازی با اثربخشی بازاریابی به طور مستقیم و همچنین به طور غیر مستقیم از طریق اثر متغیر میانجی مبادله دانش ضمنی رابطه مثبت دارد. این پژوهش با نشان دادن نقش میانجی مبادله دانش ضمنی در رابطه بین کیفیت ارتباطات میان کارکردی و فرصت‌های اجتماعی سازی با اثربخشی بازاریابی از لحاظ نظری به بدنه دانش اضافه می‌کند. به طور کلی به مدیران بازاریابی و فروش سازمان‌ها راهبردهایی را در جهت ارتقای اثربخشی بازاریابی از طریق افزایش برنامه‌ریزی و سرمایه‌گذاری بر روی ارتباطات میان کارکردی و فرصت‌های اجتماعی سازی و در نتیجه مبادله دانش ضمنی ارایه می‌دهد.
This study aimed to investigate the role of quality cross-functional communication and social opportunities as factors affecting the exchange of tacit knowledge and marketing effectiveness. Methods this descriptive correlation studies that were conducted through a survey. The population of this research was sports Sellers. The data collection tool was questionnaire, and the sample of this research was 144 Sellers of Sports products. The collected data is analyzed using SPSS and AMOS software. Results shows that two variables of in trifunctional communication quality, and socialization opportunities has a positive and direct relationship with marketing development and a positive and indirect relationship through the mediating effect of tacit knowledge. This study to show mediate role of the exchange of tacit knowledge in relationship between the quality of cross-functional communication and socialization opportunities with marketing effectiveness theoretically, the body of knowledge adds. Also, in terms of applications the research implied to organization’s sales and marketing director, Strategies to improve marketing effectiveness through increased planning and investment on cross-functional communication and socialization opportunities and thus the exchange of knowledge.
Bradford, K.D., Brown, S., Ganesan, S., Hunter, G., Onyemah, V., Palmatier, R. & et al. (2010). “The embedded sales force: Connecting buying and selling organizations”, Marketing Letters, 21(3), PP. 239-253.
Bradford, K.D. & Weitz, B. (2009). “Salespersons' management of conflict in buyer–seller relationships”, The Journal of Personal Selling & Sales Management, 29(1), PP. 25-42.
Carrillat, S. (2007). “Measuring quality of relationships in consumer services: an empirical study”, European Journal of Marketing, P. 37.
Chugh, R. (2015). “Do Australian Universities Encourage Tacit Knowledge Transfer?”, In Proceedings of the 7th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management, ISBN 978-989-758-158-8, PP. 128-135.
Gunasegaram, A. & Maqsood, S. (2010). “Handbook on Business Information Systems”, P. 773.
Hunt, S.D., Arnett, D.B. & Madhavaram, S. (2006). “The exploratory foundations of relationship marketing theory”, The Journal of Business and Industrial Marketing, 2(1/2), PP. 72-87.
Judson, K., Schoenbachler, D.D., Gordon, G.L., Ridnour, R.E. & Weilbaker, D.C. (2006). “The new product development process: Let the voice of the salesperson be heard”, The Journal of Product and Brand Management, 15(3), PP. 194-202.
Jeanquart Miles, S. & Clieaf, M.V. (2017). “Strategic fit: Key to growing enterprise value through organizational capital”, Business Horizons, 60(1): PP. 55-65.
Lam, A. (2000). “Tacit knowledge organizational learning and societal institutions: An integrated framework”, Organization Studies, 21(3), PP. 487-513.
Lin, C.P. (2007). “To share or not to share: Modeling tacit knowledge sharing its mediators and antecedents”, Journal of Business Ethics, 70(4), PP. 411-428.
Mahmoudi, A., sajadi, N. & Goudarzi, M. (2015). “Effect of quality of services and satisfaction of customer loyalty in Sports clubs (fitness and aerobic)”, Journal of Sport Management, Tehran University. 7(1). PP. 31-51.
Mohammad Kazemi, R. & Omidi, Y. (2011). “Sport entrepreneurship: an emerging approach to entrepreneurship and sport management”, Two Quarterly Journal of Research in Sport Management and Motor Behavior, 9(2), PP. 86-69.
Pourshfi, M., Hosseini, E., Dosti, M. & Alizadeh, F. (2016). “Assessment of the marketing mix Premier League football in Mazandaran (p7)”, Study sports management and motor behavior. No. (23). PP. 268-251.
Raheem Ahmed, R., Ahmad, N., Khoso, I., Arif, K. & Palwishah, R. (2014). “Competitive intelligence and maketing effectiveness of organizations: an investingation from Pakistan". European Scientific Journal, May 2014 edition, Vol. 10, No. 13, PP. 7857-7881.
Rouach, D. & Santi, P. (2001). “Competitive Intelligence Adds Value: Five Intelligence Attitides”, European Management Journal, 19(5), PP: 552-559.
Rouziès, D., Anderson, E., Kohli, A.K., Michaels, R.E., Weitz, B.A. & Zoltners, A.A. (2005). “Sales and marketing integration: A proposed framework”, The Journal of Personal Selling Sales Management, 25(2), PP. 113-122.
Salimi, M., Sultan Hussein, M. & Naderian Jahromy, M. (2015). “Assessment of obstacles to the development of sports marketing”, Journal of Sport Management. No. 29, PP. 13-36.
Seyyed Javadin, S.R; Barari, M. & Saatchyan, V. (2014). “Relationship Marketing in the Sports Industry”, Sports Management Studies, No. 23, PP. 34-15.
Stephen, A.T. & Coote, L.V. (2007). “Inter firm behavior and goal alignment in relational exchanges”, Journal of Business Research, 60(4), PP. 285-295.
Tsai, M.T. & Li, Y.H. (2007). “Knowledge creation process in new venture strategy a performance”, Journal of Business Research, 60(4), PP. 371-381.
Wittmann, C.M., Hunt, S.D. & Arnett, D.B. (2009). “Explaining alliance success: Competences, resources, relational factors, and resource-advantage theory”, Industrial Marketing Management, 38(7), PP. 743-756.
Zohrehandian, K., Mohammadzadeh, F. & Khosrowizadeh, E. (2013). “The Investigation of the Relationship between Effective Marketing and Competitive Intelligence in Sport Clubs of Alborz Province”, Marketing Management Survey1 (1): PP. 51-59.
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Bradford, K.D., Brown, S., Ganesan, S., Hunter, G., Onyemah, V., Palmatier, R. & et al. (2010). “The embedded sales force: Connecting buying and selling organizations”, Marketing Letters, 21(3), PP. 239-253.
Bradford, K.D. & Weitz, B. (2009). “Salespersons' management of conflict in buyer–seller relationships”, The Journal of Personal Selling & Sales Management, 29(1), PP. 25-42.
Carrillat, S. (2007). “Measuring quality of relationships in consumer services: an empirical study”, European Journal of Marketing, P. 37.
Chugh, R. (2015). “Do Australian Universities Encourage Tacit Knowledge Transfer?”, In Proceedings of the 7th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management, ISBN 978-989-758-158-8, PP. 128-135.
Gunasegaram, A. & Maqsood, S. (2010). “Handbook on Business Information Systems”, P. 773.
Hunt, S.D., Arnett, D.B. & Madhavaram, S. (2006). “The exploratory foundations of relationship marketing theory”, The Journal of Business and Industrial Marketing, 2(1/2), PP. 72-87.
Judson, K., Schoenbachler, D.D., Gordon, G.L., Ridnour, R.E. & Weilbaker, D.C. (2006). “The new product development process: Let the voice of the salesperson be heard”, The Journal of Product and Brand Management, 15(3), PP. 194-202.
Jeanquart Miles, S. & Clieaf, M.V. (2017). “Strategic fit: Key to growing enterprise value through organizational capital”, Business Horizons, 60(1): PP. 55-65.
Lam, A. (2000). “Tacit knowledge organizational learning and societal institutions: An integrated framework”, Organization Studies, 21(3), PP. 487-513.
Lin, C.P. (2007). “To share or not to share: Modeling tacit knowledge sharing its mediators and antecedents”, Journal of Business Ethics, 70(4), PP. 411-428.
Mahmoudi, A., sajadi, N. & Goudarzi, M. (2015). “Effect of quality of services and satisfaction of customer loyalty in Sports clubs (fitness and aerobic)”, Journal of Sport Management, Tehran University. 7(1). PP. 31-51.
Mohammad Kazemi, R. & Omidi, Y. (2011). “Sport entrepreneurship: an emerging approach to entrepreneurship and sport management”, Two Quarterly Journal of Research in Sport Management and Motor Behavior, 9(2), PP. 86-69.
Pourshfi, M., Hosseini, E., Dosti, M. & Alizadeh, F. (2016). “Assessment of the marketing mix Premier League football in Mazandaran (p7)”, Study sports management and motor behavior. No. (23). PP. 268-251.
Raheem Ahmed, R., Ahmad, N., Khoso, I., Arif, K. & Palwishah, R. (2014). “Competitive intelligence and maketing effectiveness of organizations: an investingation from Pakistan". European Scientific Journal, May 2014 edition, Vol. 10, No. 13, PP. 7857-7881.
Rouach, D. & Santi, P. (2001). “Competitive Intelligence Adds Value: Five Intelligence Attitides”, European Management Journal, 19(5), PP: 552-559.
Rouziès, D., Anderson, E., Kohli, A.K., Michaels, R.E., Weitz, B.A. & Zoltners, A.A. (2005). “Sales and marketing integration: A proposed framework”, The Journal of Personal Selling Sales Management, 25(2), PP. 113-122.
Salimi, M., Sultan Hussein, M. & Naderian Jahromy, M. (2015). “Assessment of obstacles to the development of sports marketing”, Journal of Sport Management. No. 29, PP. 13-36.
Seyyed Javadin, S.R; Barari, M. & Saatchyan, V. (2014). “Relationship Marketing in the Sports Industry”, Sports Management Studies, No. 23, PP. 34-15.
Stephen, A.T. & Coote, L.V. (2007). “Inter firm behavior and goal alignment in relational exchanges”, Journal of Business Research, 60(4), PP. 285-295.
Tsai, M.T. & Li, Y.H. (2007). “Knowledge creation process in new venture strategy a performance”, Journal of Business Research, 60(4), PP. 371-381.
Wittmann, C.M., Hunt, S.D. & Arnett, D.B. (2009). “Explaining alliance success: Competences, resources, relational factors, and resource-advantage theory”, Industrial Marketing Management, 38(7), PP. 743-756.
Zohrehandian, K., Mohammadzadeh, F. & Khosrowizadeh, E. (2013). “The Investigation of the Relationship between Effective Marketing and Competitive Intelligence in Sport Clubs of Alborz Province”, Marketing Management Survey1 (1): PP. 51-59.