بررسی رابطه بازار محوری و مزیت رقابتی در گروه صنایع تراکتورسازی ایران
محورهای موضوعی : مدیریت بازرگانیمحمد فاریابی 1 , رعنا تجویدی 2 , مینا تجویدی 3
1 - عضو هیأت علمی گروه مدیریت دانشکده اقتصاد، مدیریت و بازرگانی دانشگاه تبریز
2 - کارشناس ارشد مدیریت اجرایی
3 - کارشناس ارشد MBA دانشگاه تبریز
کلید واژه: مزیت رقابتی, معادلات ساختاری, بازار محوری, لیزرل,
چکیده مقاله :
بازارمحوری[1] و تأثیر آن بر مزیت رقابتی از جمله مباحث کلیدی و مهم در مدیریت بازاریابی است. هر چه سازمان بتواند شناخت بیش‌تری از نیازهای مشتریان و هم چنین فعالیت‌های رقبا و عوامل تاثیرگذار بر شرایط بازار به دست آورد و این اطلاعات را در کلیه سطوح سازمان پراکنده کند، از توانایی بیش‌تری برای بقا در بازار رقابتی برخوردار خواهد بود. شرکت های بازار محور، دارای مزیت رقابتی در سرعت پاسخ گویی به نیاز های بازار و مشتریان می باشند. هم چنین در پاسخ گویی به فرصت ها و تهدیدات بازار اثربخش عمل می کنند. بنابراین بازار محوری، می تواند تأثیر مهمی بر موفقیت سازمان که آن نیز در گرو کسب مزیت رقابتی است، داشته باشد. مقاله حاضر تحقیقی میدانی است که هدف از آن بررسی رابطه بازار محوری و مزیت رقابتی در گروه صنایع تراکتورسازی ایران می باشد. پژوهش حاضر به دنبال ارائه و آزمون مدلی در حوزه در این رابطه می باشد. برای تجزیه و تحلیل اطلاعات، ابتدا به بررسی قابل قبول بودن مدل نظری از طریق نرم افزار لیزرل پرداخته شد. نتایج پژوهش نشان می دهد که مدل برای جامعه آماری قابل استفاده می باشد. هم چنین ضرایب هر یک از متغیرهای تاثیرگذار بر آن با استفاده از معادلات ساختاری مشخص شده است. نتایج نشان می دهد که از بین سه متغیر فرهنگ بازاریابی، هوشمندی بازار و قابلیت های بازاریابی، هوشمندی بازار بیشترین تاثیر را بر بازار محوری دارند و از میان متغیرهای تاثیرگذار بر مزیت رقابتی استراتژی تمایز و حرکت پیشرو بیشترین ضرایب را به خود اختصاص داده اند که نشان از اهمیت این متغیرهاست. هم چنین طیق نتایج، رابطه بین بازار محوری و مزیت رقابتی مثبت و معنی دار و ضریب آن قابل توجه است. در واقع از نتایج این پژوهش می توان استنباط کرد که بازار محوری یکی از ارکان اصلی و مهم وجود مزیت رقابتی در سازمان هاست. [1]- Market Orientation
Market orientation and its impact on competitive advantages is one of the important and key issues in marketing management. Market-oriented companies have a competitive advantage in quickly responding to market and customers’ needs. Also they act effectively in response to market opportunities and threats. This paper is a research that aims to investigate the relationship between market-orientation and competitive advantages in Iran Tractor Manufacturing Industrial Group. For this research a quantitative research methodology has been adopted. The primary data were collected from Iran Tractor Manufacturing Industrial Group. The data have been analyzed through using Lisrel software and structural equations methodologies. The results of this study indicate that among 3 variables of marketing culture, intellectual market and marketing capability, the intellectual market has the most effect on market orientation and among the variables effective on competitive advantage, differentiation strategy has the most coefficients, which shows the importance of these variables.
Allen. S, R. Helms, M. M, (2006), “Linking strategic practices and organizational performance to Porter’s generic strategies”, Business Process Management Journal Vol. 12 No. 4, pp. 433-454.
Aaker. D, (1992), “Strategic Market Management”, Wiley, New York.
Augusto, Mario. Coelho, Filipe. (2009), Market orientation and new-to-the-world products: Exploring the moderating effects of innovativeness, competitive strength, and environmental forces. Industrial Marketing Management. 94–108.
Barney J. (1992), “Firm Resources and Sustanined Competitive Advantage”‚ Journal of Management, 17(1), p.99-120.
Brue. S.L, (2000), “The Evolution of Economic Thought, (6th ed.)”, Dryden Press, Dryden.
Brush.C .G, (2008), “Pioneering strategies for entrepreneurial success”, Kelley School of Business.
Bel. R, (2007), “Realizing Synergies: a Property Rights View Euromed Marseille-Ecole de Management”, Working Paper Cahier de Recherche.
Hooley, G, J. Greenley, G, E. Cadogan, J, W. and Fahy, J. (2005), the performance impact of marketing resources. Journal of Business Research. 58. 18– 27.
Glazer R.; "Marketing an information-intensive environment: strategic implications of knowledge as an asset"; Journal ofMarketing, No. 55, 1991.
Hsieh, Y. Chiu, H. and Hsu, Y. (2008). Supplier market orientation and accommodation of the customer in different relationship phases. Industrial Marketing Management. 37. 380–393.
Kim, Y. (2003). How will market orientation and environment and firm’s character influence performance? Journal of Cross Cultural Management. 10. 71-88.
Kohli A.K., Jaworski, B.J.; "Marketing orientation: the constuct, research propositions and managerial implication"; Journal of marketing, No. 54, 1990
Kumar, V., Eli Jones, Rajkumar Venkatesan, Robert P. Leone, (2010), “Market Orinntation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?”, Journal of Marketing Article Postprint,
Khodadad, A., & Hosseini, S. A. (2004). Designing a Competitive Advantage Model for the Automotive Industry. Journal of Modares University of Humanities, 2(1), 189-212-189, (In Persian).
Narver J.C., Slater S.F.; "The effect of a market orientation on business profitablity"; Journal ofMarketing, No. 54, 1990.
Porter, M. E , (1980), “Competitive strategy”, The Free Press
Porter, M. (2005). Competitive Strategy. Translated by: J. Majidi & A. Mehrpooya, Tehran: Rasa Cultural Services Institute Publishing, (In Persian).
Ruekert R.W.; "Developing a market orientation: an organizational strategy perspective"; International journal of Research in Marketing, No. 9, 1992.
Singh, Satyendra. Ranchhod, Ashok. (2004), Market orientation and customer satisfaction: Evidence from British machine tool industry. Journal of Industrial Marketing Management. 33. 135– 144.
Sin Leo Y.M,Tse Alan C.B,Heung Vincent C.S,Yim Frederic H.K,(2005),"An analysis of the relationship between market orientation and business performance in the hotel industry " ,Hospitality Management,vol 24,pp 555-577.
Slater, S, F. Narver, J, C. (1990), the effect of a market orientation on business profitability. Journal of Marketing, 54(4). 20−35.
Zhou, Z, K. Brown, R, J. and Dev, S, C. (2009), Market orientation, competitive advantage, and performance: A demand-based perspective. Journal of Business Research.10. 1027- 1034.
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Allen. S, R. Helms, M. M, (2006), “Linking strategic practices and organizational performance to Porter’s generic strategies”, Business Process Management Journal Vol. 12 No. 4, pp. 433-454.
Aaker. D, (1992), “Strategic Market Management”, Wiley, New York.
Augusto, Mario. Coelho, Filipe. (2009), Market orientation and new-to-the-world products: Exploring the moderating effects of innovativeness, competitive strength, and environmental forces. Industrial Marketing Management. 94–108.
Barney J. (1992), “Firm Resources and Sustanined Competitive Advantage”‚ Journal of Management, 17(1), p.99-120.
Brue. S.L, (2000), “The Evolution of Economic Thought, (6th ed.)”, Dryden Press, Dryden.
Brush.C .G, (2008), “Pioneering strategies for entrepreneurial success”, Kelley School of Business.
Bel. R, (2007), “Realizing Synergies: a Property Rights View Euromed Marseille-Ecole de Management”, Working Paper Cahier de Recherche.
Hooley, G, J. Greenley, G, E. Cadogan, J, W. and Fahy, J. (2005), the performance impact of marketing resources. Journal of Business Research. 58. 18– 27.
Glazer R.; "Marketing an information-intensive environment: strategic implications of knowledge as an asset"; Journal ofMarketing, No. 55, 1991.
Hsieh, Y. Chiu, H. and Hsu, Y. (2008). Supplier market orientation and accommodation of the customer in different relationship phases. Industrial Marketing Management. 37. 380–393.
Kim, Y. (2003). How will market orientation and environment and firm’s character influence performance? Journal of Cross Cultural Management. 10. 71-88.
Kohli A.K., Jaworski, B.J.; "Marketing orientation: the constuct, research propositions and managerial implication"; Journal of marketing, No. 54, 1990
Kumar, V., Eli Jones, Rajkumar Venkatesan, Robert P. Leone, (2010), “Market Orinntation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?”, Journal of Marketing Article Postprint,
Khodadad, A., & Hosseini, S. A. (2004). Designing a Competitive Advantage Model for the Automotive Industry. Journal of Modares University of Humanities, 2(1), 189-212-189, (In Persian).
Narver J.C., Slater S.F.; "The effect of a market orientation on business profitablity"; Journal ofMarketing, No. 54, 1990.
Porter, M. E , (1980), “Competitive strategy”, The Free Press
Porter, M. (2005). Competitive Strategy. Translated by: J. Majidi & A. Mehrpooya, Tehran: Rasa Cultural Services Institute Publishing, (In Persian).
Ruekert R.W.; "Developing a market orientation: an organizational strategy perspective"; International journal of Research in Marketing, No. 9, 1992.
Singh, Satyendra. Ranchhod, Ashok. (2004), Market orientation and customer satisfaction: Evidence from British machine tool industry. Journal of Industrial Marketing Management. 33. 135– 144.
Sin Leo Y.M,Tse Alan C.B,Heung Vincent C.S,Yim Frederic H.K,(2005),"An analysis of the relationship between market orientation and business performance in the hotel industry " ,Hospitality Management,vol 24,pp 555-577.
Slater, S, F. Narver, J, C. (1990), the effect of a market orientation on business profitability. Journal of Marketing, 54(4). 20−35.
Zhou, Z, K. Brown, R, J. and Dev, S, C. (2009), Market orientation, competitive advantage, and performance: A demand-based perspective. Journal of Business Research.10. 1027- 1034.