طراحی الگوی عملکرد محصول جدید مبتنی بر بازارگرایی و سرعت نوآوری در صنعت چرم
الموضوعات : فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزیحسین عباسی 1 , حبیب اله دانایی 2 , ام البنین اسدی قربانی 3
1 - استادیار گروه مدیریت، اقتصاد و حسابداری دانشگاه پیام‌نور، تهران، ایران
2 - استادیار گروه مدیریت، اقتصاد و حسابداری دانشگاه پیام‌نور، تهران، ایران
3 - دانشگاه پیام نور، تهران، ایران
الکلمات المفتاحية: بازارگرایی, عملکرد محصول جدید, سرعت نوآوری, ایجاد هوشمندی, توزیع هوشمندی,
ملخص المقالة :
پژوهش حاضر با هدف طراحی الگوی عملکرد محصول جدید مبتنی بر بازارگرایی و سرعت نوآوری در صنعت چرم انجام گرفته، که از نظر هدف کاربردی و از نوع توصیفی-پیمایشی است. داده‌های میدانی در سال 1396 از طریق پرسشنامه با مراجعه به 200 نفر از مدیران و دست‌اندرکاران واحدهای تولیدی و فروش چرم در شهر تبریز که به‌صورت تصادفی انتخاب گردیده بودند، جمع‌آوری شده است. تحلیل داده‌ها، آزمون فرضیات و نیز برازش مدل مفهومی پژوهش با روش مدل‌سازی معادلات ساختاری و نرم‌افزار LESREL انجام گرفته است. یافته‌ها نشان می‌دهد، بازارگرایی با ابعاد ایجاد هوشمندی، توزیع هوشمندی و پاسخگویی هم به‌صورت مستقیم و هم به‌صورت غیرمستقیم از طریق سرعت نوآوری بر عملکرد محصول تأثیر مثبت و معناداری دارد. همچنین، بازارگرایی در قالب سه متغیر فوق تأثیر مثبت بر سرعت نوآوری دارد. نتایج حاصل از بررسی روابط بین متغیرهای مستقل نشان می‌دهد، ایجاد هوشمندی و توزیع هوشمندی تأثیر قابل توجهی بر پاسخگویی به هوشمندی بازار داشته و نیز ایجاد هوشمندی تأثیر مثبت و معناداری بر توزیع هوشمندی دارد.
- Akgun, A., Lynn, G.S. & Yilmaz, C. (2006). Learning process in new product development teams and effects on product success: a socio-cognitive perspective. Industrial Marketing Management, 35(2): 210-24.
- Arrigo, E. (2015). Open Innovation and Market Orientation: An Analysis of the Relationship. Journal of Knowledge Economy, 9(2): 150-161.
- Ayers, D., Dahlstrom, R. & Skinner, S.J. (1997). An exploratory investigation of organizational antecedents to new product success. Journal of Marketing Research, 34(1): 107-17.
- Brockman, B. & Morgan, R. (2003). The role of existing knowledge in new product innovativeness and performance. Decision Sciences, 349(2): 385-419.
- Carbonell, P. & Escudero, A.I.R. (2010). The effect of market orientation on innovation speed and new product performance. Journal of Business & Industrial marketing, 25(7): 501–513.
- Carbonell, P. & Rodriguez, A.I. (2006). The impact of market characteristics and innovation speed on perceptions of positional advantage and new product performance. International Journal of Research in marketing, 23(1): 1-12.
- Chahal, H., Dangwal, R.C. & Raina, S. (2016). Marketing orientation, strategic orientation and their synergistic impact on business performance: a case of SMEs in emerging context (India). Journal of Research in Marketing and Entrepreneurship, 18(1): 1-24.
- Chang, J.J., Hung, K.P. & Lin, M.J.J . (2014). Knowledge Creation and New Product Performance: The Role of Creativity. R&D Management, 44(2): 107-123.
- Chao, M.C., Feng, S. & Li, F. (2014). The Journey from Market Orientation to New Product Performance in the Host Country: A Knowledge and Learning Perspective. Journal of Marketing Development and Competitiveness, 8(1): 62-73.
- Cooper, R. & Kleinschmidt, E.J. (1986). An investigation into the new product process: steps, deficiencies and impact. Journal of Product Innovation Management, 3(2): 71-85.
- Drucker, P.F. (1954). The practice of management. New York: Harper & Brothers.
- Farrell, M. (2000). Developing a Market-Oriented Learning Organization. Journal of Management, 25(2): 201-222.
- Ebrahimpur, M. & Shabani, S. (2017).The effect of market orientation on firm performance with the mediation role of innovation ambidexterity. ORMR . 7(3): 19-35. (In Persian)
- Gotteland, D. & Boule´ , J.M.(2006). The market orientation-new product performance relationship: redefining the moderating role of environmental conditions. International Journal of Research in Marketing, 23(2): 171-185.
- Homburg, C., Krohmer, H. & Workman, J.P. (2004). A strategy implementation perspective of market orientation. Journal of Business Research, 57(12): 1331-40.
- Kessler, E.H. & Bierly, P.E. (2002). Is faster really better? An empirical test of the implication of innovation speed. IEEE Transections on Engineering Management, 49(1): 2-12.
- Kirca, A.H., Jayachandran, S., & Bearden, O.W. (2005). Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance. Journal of Marketing, 69: 24–41.
- Kline, R.B. (1998). Principles and Practice of Structural Equation Modeling. New York: Guilford Press.
- Kohli, A.K. & Jaworski, B.J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, no. 54(2): 1-18.
- Kumar, V., Jones, E., Venkatesan, R., & Leone, P.R. (2011). Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing? Journal of Marketing, 75: 16–30.
- Le, P.B. & Lei, H. (2018). The effects of innovation speed and quality on differentiation and low-cost competitive advantage: The case of Chinese firms, Chinese Management Studies, 12(2): 305-322
- Liao, C.C., Wang, H.Y., Chuang, S.H., Shih, M.L & Liu, C.C. (2010). Enhancing knowledge management for R&D innovation and firm performance: An integrative view. African Journal of Business Management,4(14): 3026-3038.
- Lynn, G.S., Rilly, R.R. & Akgun, A.E.(2000 ). knowledge management in new product teams: practices acd outcomes. IEEE Transactions on Engineering Management, 47(2): 221-231.
- Menon, A. & Varadarajan, P.R. (1992). A model of marketing knowledge use within firms. Journal of Marketing, 56(4): 53-71.
- Mokhtarzadeh, G.N. & Zamani, M. (2015). Examining the effects of market orientation and management innovation on firm performance: The mediating role of technological innovation. Business management.7(2): 463-484. (In Persian)
- Moorman, C. (1995). Organizational market information processes: cultural antecedents and new product outcomes. Journal of Marketing Research, 32(3): 318-335.
- Moreno-Moya, M. & Munuera-Aleman, J.L. (2016). The Differential Effect of Development Speed and Launching Speed on New Product Performance: An Analysis in SMEs. Journal of Small Business Management, 54(2): 750-770.
- Narver, J.C. and Slater. S.F. 1990. The Effect of a Market Orientation on Business Profitability. Journal of Marketing, no. 54(4): 20-35.
- Özturan, P., Özsomer, A. & Pieters, R. (2014). The Role of Market Orientation in Advertising Spending During Economic Collapse: The Case of Turkey in 2001. Journal of Marketing Research, 51(2): 139–152.
- Prifti, R. & Alimehmeti, G. (2017). Market Orientation, Innovation, and Firm Performance: An Analysis of Albanian Firms. Journal of Innovation and Entrepreneurship, 6(1): 1-19.
-Rodriguez-Pinto, J., Carbonell, P., & Rodriguez-Escudero, A.I. (2011). Speed or quality? How the order of market entry influences the relationship between market orientation and new product performance. Journal of Research in marketing, 28(2): 145-154.
- Sarin, S. & McDermott, C. (2003). The effect of team leader characteristics on learning, knowledge application, and performance of cross-functional new product development teams. Decision Sciences, 34)4): 707-39.
- Slater, S.F. and Narver, J.C. 1995. Market orientation and the learning organization. Journal of Marketing, 59(3): 63-74.
- Song, X.M., Montoya-Weiss, M.M. & Schmidt, J.B. (1997). The role of marketing in developing successful new products in South Korea and Taiwan. Journal of International Marketing, 5(3): 47-69.
- Stayton, J. & Mangematin, V. (2016). Startup time, innovation and organizational emergence: A study of USA-based international technology ventures. Journal of International Entrepreneurship, 14(3): 373-409.
- Zaltman, G. (1986). Knowledge utilization as planned social change, in Beal, G., Dissanayake, W. and Konoshima, S. (Eds), Knowledge Generation, Exchange and Utilization. Westview Press, Boulder, CO: 433-62.
_||_