طراحی مدلی جهت بررسی رابطه بین قابلیت‌های سازمانی، مزیّت رقابتی و عملکرد محصول جدید (مطالعه موردی: شرکت‌های فعال در صنعت مواد غذایی شهر مشهد)
محورهای موضوعی : مدیریت بازرگانی
ابراهیم روشن قیاس
1
(دانشجوی دکتری گروه مدیریت، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران)
رضا سپهوند
2
(استاد گروه مدیریت دانشگاه لرستان،لرستان،ایران)
عبدالخالق غلامی چنارستان علیا
3
(استادیارگروه مدیریت، واحد یاسوج، دانشگاه ازاد اسلامی، یاسوج، ایران)
علی پیرزاد
4
(استادیارگروه مدیریت، واحد یاسوج، دانشگاه ازاد اسلامی، یاسوج، ایران)
کلید واژه: مزیت رقابتی, صنعت مواد غذایی, قابلیت‌های سازمانی, عملکرد محصول جدید,
چکیده مقاله :
دستیابی به عملکرد برتر هدفی است که سازمان‌ها برای رسیدن به آن به اقدامات مختلفی روی می‌آورند. در این میان قابلیت‌ها تأثیر بسزایی در ایجاد مزیت رقابتی برای سازمان‌ها دارند و از جمله این قابلیت‌ها می‌توان به بازاریابی، نوآوری و تحقیق و توسعه اشاره کرد. در این پژوهش سعی بر ارائه مدلی شده است تا به بررسی رابطه بین قابلیت‌های سازمانی، مزیت رقابتی و عملکرد محصول جدید پرداخته شود. بدین منظور تعداد 105 پرسشنامه بین مدیران شرکت‌های مواد غذایی شهر مشهد توزیع شد. در این پژوهش از نرم‌افزار AMOS و SPSS برای تجزیه و تحلیل داده استفاده گردید. نتایج تحقیق نشان می دهد که رابطه معناداری بین قابلیت‌های سازمانی (قابلیت بازاریابی، قابلیت نوآوری، قابلیت تحقیق و توسعه) و مؤلفه‌های مزیت رقابتی (سرعت ارائه محصول و کیفیت محصول) وجود دارد، همچنین یافته‌های این تحقیق نشان داد که رابطه معناداری بین شاخص‌های مزیت رقابتی و مؤلفه‌های عملکرد محصول (عملکرد مالی و عملکرد مبتنی بر مشتری) جدید وجود دارد.
All thriving organizations constantly strive to raise their performance standards. What may enhance any company’s competitive advantage is a set of capabilities including marketing, innovation and research and development capabilities. The present inquiry was an attempt to design a model to scrutinize the extent to which organizational capabilities, competitive advantage and new product performance may correlate. To this end, a questionnaire was distributed among 105 managers of food companies in Mashhad, Iran, and the collected data were analyzed via AMOS and SPSS softwares. The research findings indicated a significant relationship between organizational capabilities, including marketing capability, innovation capability, research and development capability, and competitive advantage components of product and product delivery speed. A significant relationship was also found between competitive advantage indicators like financial and consumer-oriented performances and components of product performance.
Alam, I. (2003), “Innovation strategy, process and performance in the commercial banking industry”, Journal of Marketing Management, 19(9-10), 973-999.
Breznik, L and Lahovnik, M. (2016), Dynamic capabilities and competitive advantage: Finding from case studies. Management, 21, 167-186.
Carbonell, P. and Rodriguez, A.I. (2010), “The effect of market orientation on innovation speed and new product performance”, Journal of Business & Industrial Marketing, 25(7), 501-513.
Chan, S.L. and Ip, W.H. (2010), “A scorecard-Markov model for new product screening decisions”,Industrial Management & Data Systems, 110(7), 971-992.
Chang, S., & Lee, M. (2008). The linkage between knowledge accumulation capability and organizational innovation. Journal of Knowledge Management, 12(1), 3-20.
Cooper, R.G., & Kleinschmidt,E.J.(1995). Benchmarking the firm critical success factors in new product development. Journal of product innovation management, 12(5),pp.374-391.
Crawford, C.M.(2002).; New product management, IRWIN, fifth edition, p 9.
Day, G. (1994), The capabilities of market-driven organizations, Journal of Marketing, 58(3), 37–52.
Dananeifard et al. (2005), Quantitative Research Methodology in Management: A Comprehensive Approach, First Edition, Tehran, Safarsaraghi Publishing. [In Persian]
Escrig‐Tena,A. , J Bou‐Llusar,J.C, (2005), A Model for Evaluating Organizational Competencies: An Application in the Context of a Quality Management Initiative.,journal of the Decision Sciences institute, 36(2), 221-257.
Soliman, F. (2013). “Does Innovation Drive Sustainable Competitive Advantages?”, Journal of Modern Accounting and Auditing, 9(1), 130-143.
Grant R.-M. (1997), The knowledge- based view of the firm: implication for management for management practice:Long Range Planning,30(3),450-454.
Griffin, A (1997). "PDMA Research on New Product Development Practices Updating trends and Benchmarking Best Practices"., Journal of Product Innovation[1] Management, 14(6), 429-458.
Gurumurthy, A and Kodali, R. (2012), "An application of analytic hierarchy process for the selection of a methodology to improve the product development process",Journal of Modelling in Management, 7(1), 97 - 121.
Im, S., Nakata, C., Park, H. and Ha, Y.-W. (2003), “Determinants of Korean and Japanese new product performance: an international and process view”, Journal of International Marketing, 11(4), 81-112.
Johannessen, J-A., & Olsen, B. (2003), Knowledge management and sustainable competitive advantages: The impact of dynamic contextual traning. International Journal of Information Management, 23(4), 277-289.
Kajjani, Akbar, Memarnejad, Abbas (2004), The Importance of Human Resources Quality, R & D (R & D in Iran's Economic Growth, Journal of Business Research, 31, 1-31. [In Persian]
Krasnikov, A. & Jayachandran, S. (2008), The relative impact of marketing, research-anddevelopment, and operations capabilities on firm performance. Journal of Marketing, 72 (4), 1- 11.
Kowang,T.O., Long,c.s.& Rasli,A.(2014). New Product Development Framework for Multinational locations-M based Organizations in South East Asia. Procedia-Social and Behavioral Sciences, 129, 68-74.
Lee J. S.; Hsieh C. J. (2010), “A research in relating entrepreneurship, marketing capability, innovative capability and sustained competitive advantage”,
Li L.,(2005), Assessing intermediate infrastructural manufacturing decis that affect a firms a market performance, 43(12), 2537-2551.
Lisboa, A., Skarmeas, D., Lages, C. (2011), Innovative Capabilities: Their drivers and effects on current and future performance, Journal of Business Research, 64, 1157-1161.
Matear, S., Gray, B.J. and Garret, T. (2004), “Market orientation, brand investment, new service development, market position and performance for service rganizations”, International Journal of Service Industry Management, 15(3), 284-301.
Naidoo, V. (2010). Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy, Industrial Marketing Management 39(8), 1311-1320.
Orak, F, and Babayi, M. A. (2015), Evaluation of the relationship between marketing capabilities and organization performance in food producing companies in Tehran, Branch Management Quarterly, 2(4), 147-176. [In Persian]
Phyra ,Sok ; Aron , O’Cass ; Keo Mony, Sok;. (2013), Achieving superior SME performance: Overarching role of marketing, innovation, and learning capabilities, Australasian Marketing Journal, 21(3), 161–167.
Sheng, S., Zheng Zhou, K. & Lessassy, L.(2013), NPD speed vs. innovativeness: The contingent impact of institutional and market environments, Journal of Business Research, 66(11), 2355–2362.
Smith, A. D. (2011). Competitive approaches to new product development: A comparison of successful organizations in an unstable economic environment. Team Performance Management: An International Journal,17(3/4), 124-145.
Song, M., Nason, R. W., & Di Benedetto, C. A. (2008). Distinctive marketing andinformation technology capabilities and strategic types: A cross-national investigation. Journal of International Marketing, 61(1): 4–38.
Vorhies, D.W.& Morgan, N.A (2005). Benchmarking marketing capabilities for sustained competitive advantage. Journal of marketing,69(1), 80-94.
Wang, C. L. and Ahmed, P. K. (2007). Dynamic capabilities: A review and research agenda. The International Journal of Management Reviews, 9(1), 31-51.
Yahaya, Shahrul-Yazid and Abu-Bakar, Nooh, (2007). New Product Development Management Issues and Decision-Making Approaches, Management Decision,45(7), 1123-1142.
Yam, R.C.M., Guan, J.C, Pun, K.F and Tang, E.P.Y.( 2004), “An audit of technological innovation capabilities in Chinese firms: some empirical findings in Beijing, China”, Journal of Research Policy 33(8), 1123-1140.
Zahra, S. A. Sapienza, H. J. and Davidsson, P. (2006). Entrepreneurship and Dynamic Capabilities: A Review, Model and Research Agenda. Journal of Management Studies, 43(4), 917–955.
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Alam, I. (2003), “Innovation strategy, process and performance in the commercial banking industry”, Journal of Marketing Management, 19(9-10), 973-999.
Breznik, L and Lahovnik, M. (2016), Dynamic capabilities and competitive advantage: Finding from case studies. Management, 21, 167-186.
Carbonell, P. and Rodriguez, A.I. (2010), “The effect of market orientation on innovation speed and new product performance”, Journal of Business & Industrial Marketing, 25(7), 501-513.
Chan, S.L. and Ip, W.H. (2010), “A scorecard-Markov model for new product screening decisions”,Industrial Management & Data Systems, 110(7), 971-992.
Chang, S., & Lee, M. (2008). The linkage between knowledge accumulation capability and organizational innovation. Journal of Knowledge Management, 12(1), 3-20.
Cooper, R.G., & Kleinschmidt,E.J.(1995). Benchmarking the firm critical success factors in new product development. Journal of product innovation management, 12(5),pp.374-391.
Crawford, C.M.(2002).; New product management, IRWIN, fifth edition, p 9.
Day, G. (1994), The capabilities of market-driven organizations, Journal of Marketing, 58(3), 37–52.
Dananeifard et al. (2005), Quantitative Research Methodology in Management: A Comprehensive Approach, First Edition, Tehran, Safarsaraghi Publishing. [In Persian]
Escrig‐Tena,A. , J Bou‐Llusar,J.C, (2005), A Model for Evaluating Organizational Competencies: An Application in the Context of a Quality Management Initiative.,journal of the Decision Sciences institute, 36(2), 221-257.
Soliman, F. (2013). “Does Innovation Drive Sustainable Competitive Advantages?”, Journal of Modern Accounting and Auditing, 9(1), 130-143.
Grant R.-M. (1997), The knowledge- based view of the firm: implication for management for management practice:Long Range Planning,30(3),450-454.
Griffin, A (1997). "PDMA Research on New Product Development Practices Updating trends and Benchmarking Best Practices"., Journal of Product Innovation[1] Management, 14(6), 429-458.
Gurumurthy, A and Kodali, R. (2012), "An application of analytic hierarchy process for the selection of a methodology to improve the product development process",Journal of Modelling in Management, 7(1), 97 - 121.
Im, S., Nakata, C., Park, H. and Ha, Y.-W. (2003), “Determinants of Korean and Japanese new product performance: an international and process view”, Journal of International Marketing, 11(4), 81-112.
Johannessen, J-A., & Olsen, B. (2003), Knowledge management and sustainable competitive advantages: The impact of dynamic contextual traning. International Journal of Information Management, 23(4), 277-289.
Kajjani, Akbar, Memarnejad, Abbas (2004), The Importance of Human Resources Quality, R & D (R & D in Iran's Economic Growth, Journal of Business Research, 31, 1-31. [In Persian]
Krasnikov, A. & Jayachandran, S. (2008), The relative impact of marketing, research-anddevelopment, and operations capabilities on firm performance. Journal of Marketing, 72 (4), 1- 11.
Kowang,T.O., Long,c.s.& Rasli,A.(2014). New Product Development Framework for Multinational locations-M based Organizations in South East Asia. Procedia-Social and Behavioral Sciences, 129, 68-74.
Lee J. S.; Hsieh C. J. (2010), “A research in relating entrepreneurship, marketing capability, innovative capability and sustained competitive advantage”,
Li L.,(2005), Assessing intermediate infrastructural manufacturing decis that affect a firms a market performance, 43(12), 2537-2551.
Lisboa, A., Skarmeas, D., Lages, C. (2011), Innovative Capabilities: Their drivers and effects on current and future performance, Journal of Business Research, 64, 1157-1161.
Matear, S., Gray, B.J. and Garret, T. (2004), “Market orientation, brand investment, new service development, market position and performance for service rganizations”, International Journal of Service Industry Management, 15(3), 284-301.
Naidoo, V. (2010). Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy, Industrial Marketing Management 39(8), 1311-1320.
Orak, F, and Babayi, M. A. (2015), Evaluation of the relationship between marketing capabilities and organization performance in food producing companies in Tehran, Branch Management Quarterly, 2(4), 147-176. [In Persian]
Phyra ,Sok ; Aron , O’Cass ; Keo Mony, Sok;. (2013), Achieving superior SME performance: Overarching role of marketing, innovation, and learning capabilities, Australasian Marketing Journal, 21(3), 161–167.
Sheng, S., Zheng Zhou, K. & Lessassy, L.(2013), NPD speed vs. innovativeness: The contingent impact of institutional and market environments, Journal of Business Research, 66(11), 2355–2362.
Smith, A. D. (2011). Competitive approaches to new product development: A comparison of successful organizations in an unstable economic environment. Team Performance Management: An International Journal,17(3/4), 124-145.
Song, M., Nason, R. W., & Di Benedetto, C. A. (2008). Distinctive marketing andinformation technology capabilities and strategic types: A cross-national investigation. Journal of International Marketing, 61(1): 4–38.
Vorhies, D.W.& Morgan, N.A (2005). Benchmarking marketing capabilities for sustained competitive advantage. Journal of marketing,69(1), 80-94.
Wang, C. L. and Ahmed, P. K. (2007). Dynamic capabilities: A review and research agenda. The International Journal of Management Reviews, 9(1), 31-51.
Yahaya, Shahrul-Yazid and Abu-Bakar, Nooh, (2007). New Product Development Management Issues and Decision-Making Approaches, Management Decision,45(7), 1123-1142.
Yam, R.C.M., Guan, J.C, Pun, K.F and Tang, E.P.Y.( 2004), “An audit of technological innovation capabilities in Chinese firms: some empirical findings in Beijing, China”, Journal of Research Policy 33(8), 1123-1140.
Zahra, S. A. Sapienza, H. J. and Davidsson, P. (2006). Entrepreneurship and Dynamic Capabilities: A Review, Model and Research Agenda. Journal of Management Studies, 43(4), 917–955.