طراحی الگوی عملکرد محصول جدید مبتنی بر بازارگرایی و سرعت نوآوری در صنعت چرم

الموضوعات : فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی

حسین عباسی ¹ (استادیار گروه مدیریت، اقتصاد و حسابداری دانشگاه پیام‌نور، تهران، ایران)
حبیب اله دانایی ² (استادیار گروه مدیریت، اقتصاد و حسابداری دانشگاه پیام‌نور، تهران، ایران)
ام البنین اسدی قربانی ³ (دانشگاه پیام نور، تهران، ایران)

تاريخ الإرسال : 06 الأحد , محرم, 1440 تاريخ التأكيد : 08 الإثنين , ذو القعدة, 1441 تاريخ الإصدار : 05 الخميس , ربيع الأول, 1442

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.

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