شناسایی پیشایندها و پسایندهای بازارگرایی در صنعت لبنیات (مطالعه موردی شرکت فراورده‌های لبنی رامک)
الموضوعات :
hossein mokhtarpoor
1
,
serajaldin mohebi
2
,
bijan nahavandi
3
1 - PhD student, Department of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
2 - Assistant Professor of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
3 - Assistant Professor, Department of Industrial Management and Technology, Science and Research Branch, Islamic Azad University, Tehran, Iran
تاريخ الإرسال : 17 السبت , محرم, 1442
تاريخ التأكيد : 17 الأربعاء , ربيع الثاني, 1442
تاريخ الإصدار : 22 الإثنين , ربيع الثاني, 1442
الکلمات المفتاحية:
قابلیت بازاریابی,
واژگان کلیدی: بازارگرایی,
هوشمندی بازار,
ملخص المقالة :
این پژوهش با هدف شناسایی پیشایندها و پسایندهای بازارگرایی در صنعت لبنیات (مطالعه موردی شرکت فراورده‌های لبنی رامک) انجام شد. از لحاظ هدف، کاربردی و از لحاظ نحوه گردآوری اطلاعات جزء پژوهشهای آمیخته (کیفی- کمی) بود. جامعه آماری در بخش کیفی شامل خبرگان دانشگاهی و سازمانی شامل متخصصین شرکت رامک و در بخش کمّی شامل تمامی کارکنان شرکت فراورده‌های لبنی رامک بود. حجم نمونه در بخش کیفی با اشباع نظری (15 نفر با استفاده از نمونه‌گیری هدفمند) و در بخش کمّی بر اساس فرمول کوکران 291 نفر برآورد شد. ابزار گردآوری دادهها، در بخش کیفی، مصاحبه و در بخش کمّی، پرسشنامه محقق‌ساخته بود. برای تحلیل داده های کیفی از روش تحلیل مضمون استفاده شد. روایی پرسشنامه از نظر صوری و محتوایی و سازه به تایید رسید. پایایی پرسشنامه از طریق آلفای کرونباخ برای کل پرسشنامه 86/0 به دست آمد. برای تجزیه و تحلیل دادهها از تحلیل عاملی تاییدی استفاده شد. نتایج به دست آمده به شناسایی 19 مولفه و 90 شاخص منجر شد که 11 مؤلفه (عوامل درونی) پیشایندهای بازارگرایی شامل تأکید مدیریت ارشد، ریسک پذیری مدیر، تعارض، ارتباطات بین بخشی، ساختار، سیستم پاداش مبتنی بر بازار، ، دانش تخصصی بازاریابان، رفتار شهروندی، فرهنگ بازاریابی، قابلیت بازاریابی و نوآوری و 4 مؤلفه عوامل بیرونی پیشایندهای بازارگرایی شامل تلاطم بازار، رقابت، پویایی تکنولوژیکی و هوشمندی بازار بودند. و 4 مؤلفه شامل تعهد، رضایت، همبستگی کارکنان و عملکرد به عنوان پسایندهای بازارگرایی در نظر گرفته شد. مدلی پژوهش متشکل از پیشایند و پسایندهای موثر بازارگرایی در شرکت فراورده‌های لبنی رامک ارائه شد.
المصادر:
Akintunde, Musibau. Ajagbea, Choi Sang Longb, Oluyinka Solomonc. (2014). The Impact of Sales Promotion and Product Branding on Company Performance: A Case Study of AIICO. Insurance Nigerian PLC. International Conference on Innovation, Management and Technology Research, Malaysia, 22 – 23 September, 2013.
Aluisius Hery Pratono, Noviaty Kresna Darmasetiawan, Ananta Yudiarso, Bok Gyo Jeong. (2019). Achieving sustainable competitive advantage through green entrepreneurial orientation and market orientation: The role of inter-organizational learning. The Bottom Line.
Amini, Alireza. Marzouei, Ismail. And Aghajari, Masoumeh. (2017). the Role of Psychological Empowerment and Employee Tendency to Employee in the Relationship between Market Orientation and Organizational Innovation. Business Management Quarterly, (32), 233-258.
Bellion, A., & Robert-Demontrond, P. (2018). The role of imaginaries in the construction of an innovative market: A market-oriented ethnography of the nanotechnology market. Recherche ET Applications en Marketing (English Edition), 2051570717751637.
Bagheri, Seyed Mohammad; Hosseini Amiri, Seyed Mahmoud; Mehrjoo, Hamed. (2017). Investigating the effect of market orientation and the combination of organizational learning and innovation on the performance of small and medium businesses (Case study: small and medium companies in Babol-Mazandaran). The 2nd National Conference and the Second International Conference on Management and Accounting in Iran.
Buli, B. M. (2017). Entrepreneurial orientation, market orientation and performance of SMEs in the manufacturing industry: Evidence from Ethiopian enterprises. Management Research Review, 40(3), 292-309.
Boroujeni, J.S; Jafari, F.; & Najafian, M. (2013). The Barriers of Marketing Strategy Planning on Iran Khodro. International Journal of Business and Management Invention, 2(1), 79-83.
Charan Raj Bhattarai, Caleb C.Y. Kwong, Misagh Tasavori. (2019). Market orientation, market disruptiveness capability and social enterprise performance: An empirical study from the United Kingdom. Journal of Business Research, 96 (2019) 47–60.
Dian Utami Sutiksno, Ansari Saleh Ahmar, Irma Setyawati, Muh. Yamin Noch, Victor Pattiasina. (2019). Market Orientation And Distinctive Competence Toward Service Mix On Study Programs Of Higher Education In Maluku, Indonesia. Journal of Entrepreneurship Education, 22 (1).
Doaei Rad, Habibullah; Poor, Samira. (2013). the effect of organizational culture on market orientation with emphasis on the mediating role of organizational conflict (Case study: Furniture industry in Mashhad). Applied Sociology, 24 (51), 130-115.
Dadashi, Mohammad Ali., Mohammadian, Mahmoud. Dehdashti Shahrokh, Zaheda. And Khashei, Vahid. (2017). Indigenous model of market orientation development of organic products in Iran. Agricultural Economics Research, 9 (4), 258-231.
Fakoor, Amir Mohammad; Sadeghi, Angel. (2016). Investigating the mediating role of sustainable marketing and market orientation in the effect of internal marketing on performance (Case study: Bank Mellat branches in Mashhad). Business Management Quarterly, 29, 659-680.
Glaveli, N., & Geormas, K. (2018). Doing well and doing well: Exploring how strategic and market orientation impacts social enterprise performance. International Journal of Entrepreneurial Behavior & Research, 24(1), 147-170.
Giri Jogaratnam. (2017). How organizational culture influences market orientation and business performance in the restaurant industry. Journal of Hospitality and Tourism Management, 31 (2017), 211-219.
Gholami Arbab Din Mohammadi, Fatemeh. (2015). Study and Prioritization of Organizational Barriers to Market Orientation in Publishing Institutions in Mashhad. Master Thesis in Publishing Management, Imam Reza International University, Faculty of Literature and Humanities.
Ghaffarzadeh Ahangar, Ismail. (2014). Investigating the Impact of Internal Marketing on Bank Mellat Performance with Emphasis on Market Orientation (Case Study: All Branches of Bank Mellat in Mazandaran Province), M.Sc. Thesis, School of Management, Payame Noor University, Mazandaran Province.
Huhtala, J. P., Sihvonen, A., Frösén, J., Jaakkola, M., & Tikkanen, H. (2014). Market orientation, innovation capability and business performance: Insights from the global financial crisis. Baltic Journal of Management, 9(2), 134-152.
Habibi, Roozbeh. (2013). Designing a Comprehensive Model of the Impact of Market Orientation on the Performance of Business Units (Case Study: Stock Companies). PhD Thesis, Faculty of Economics and Social Sciences, Payame Noor University, Tehran.
Ikhlasi, Amir; Sidamiri, Nader; Hindijani Fard, Morteza. (2018). The role of domestic market orientation in the development of entrepreneurial orientation; Internet service providers in Tehran. Journal of Modern Marketing Research, 8(1-28), 116-97.
Ismaili, Mohsen. Ehsani, Mohammad. And koozechian, Hashem. (2016). Designing a model of the effect of market orientation on customers' future behavior in water sports recreation complexes with regard to service quality, Journal of Sports Management and Development, 5(1), 137-152.
Lee, Y. K., Kim, S. H., Seoc, M. K., and Hight, K. (2015). Market orientation and business performance: Evidence from franchising industry. International Journal of Hospitality Management, (44) 28–37.
Mazrouei Nasrabadi, Ismail; Fattahi, Hamid Reza; Dolatshah, Peyman. (2020). The effect of entrepreneurial marketing mix on the entrepreneurial success of knowledge-based enterprises by explaining the moderating role of market orientation. Entrepreneurship Development, 47 (spring), 141-160.
Mohammadi Hosseini, Seyed Ahmad; Amin Beidakhti, Ali Akbar; Jamshidi, Laleh (2013). Investigating the role of organizational learning in increasing innovation performance. Bi-Quarterly Journal of Innovation and Value Creation, 2 (4).
Mohammadi, Mohsen; Babaei, Mohammad Reza; Moradi, bagher. (2016). Investigating the effect of internal marketing on market orientation in Tehran Province Gas Company. Selected Management Monthly, 182, 91-105.
Nayebzadeh, Shahnaz; Jalali, Maryam (2012). Investigating the Relationship between Internal Market Orientation and Market Performance (Case Study: Moallem Insurance Company), 5th Insurance Business Conference and Festival, Insurance Industry Business Development Center.
Nazari, rasoul, ghafghazi, Mehr al-Sadat. (2019). the effect of competitive intelligence on market orientation and entrepreneurship (Case study: in private clubs in Isfahan). Business Reviews, 97, (October and November),33-44.
Pakdel, Mohammad Reza, Nayebzadeh, Shahnaz and Dehghan Dehnavi, Hassan (2011), Evaluating the effect of market orientation, innovation and customer loyalty on business performance (Case study: Paul Garment Group). Journal of Marketing Management, 10, (10-26).
Ra’ed Masa’deh, Jawaher Al-Henzab, Ali Tarhini, Bader Yousef Obeidat. (2018). the associations among market orientation, technology orientation, entrepreneurial orientation and organizationa performance. Benchmarking: An International Journal, 25(8), 3117-3142.
Salehzadeh, R., Khazaei, J., Tabaeeian, R. and Amani, M. (2017). The Impact of Internal Marketing and Market Orientation on Performance: An Empirical Study in Restaurant Industry. Measuring Business Excellence, https://doi.org/10.1108/MBE-02-2016-0009
Sanna Joensuu-Salo, Kirsti Sorama, Anmari Viljamaa, Elina Varamäki. (2018). Firm Performance among Internationalized SMEs: The Interplay of Market Orientation, Marketing Capability and Digitalization. Adm. Sci. 2018, 8, 31;
Sherafat,. Hadi. (2014). Investigating the Relationships between Marketing Power and Market Orientation with Business Performance (Case Study of Sepah Bank, Yazd). M.Sc. Thesis, Faculty of Management, Islamic Azad University, Yazd Branch, Yazd.
Tomczak, T., Reinecke, S., & Kuss, A. (2018). Market-Oriented Corporate PlanningMarket-oriented corporate planning. Strategic Marketing, Springer Gabler, Wiesbaden.
Valenzuela, J. P., Bellei, C., & Ríos, D. D. L. (2014). Socioeconomic school segregation in a market-oriented educational system. The case of Chile. Journal of education Policy, 29(2), 217-241.
Wei, Z., Zhao, J. & Zhang, C. (2014). Organizational ambidexterity, market orientation, and firm performance. Journal of Engineering and Technology Management, 33 (1), 134-153.
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Akintunde, Musibau. Ajagbea, Choi Sang Longb, Oluyinka Solomonc. (2014). The Impact of Sales Promotion and Product Branding on Company Performance: A Case Study of AIICO. Insurance Nigerian PLC. International Conference on Innovation, Management and Technology Research, Malaysia, 22 – 23 September, 2013.
Aluisius Hery Pratono, Noviaty Kresna Darmasetiawan, Ananta Yudiarso, Bok Gyo Jeong. (2019). Achieving sustainable competitive advantage through green entrepreneurial orientation and market orientation: The role of inter-organizational learning. The Bottom Line.
Amini, Alireza. Marzouei, Ismail. And Aghajari, Masoumeh. (2017). the Role of Psychological Empowerment and Employee Tendency to Employee in the Relationship between Market Orientation and Organizational Innovation. Business Management Quarterly, (32), 233-258.
Bellion, A., & Robert-Demontrond, P. (2018). The role of imaginaries in the construction of an innovative market: A market-oriented ethnography of the nanotechnology market. Recherche ET Applications en Marketing (English Edition), 2051570717751637.
Bagheri, Seyed Mohammad; Hosseini Amiri, Seyed Mahmoud; Mehrjoo, Hamed. (2017). Investigating the effect of market orientation and the combination of organizational learning and innovation on the performance of small and medium businesses (Case study: small and medium companies in Babol-Mazandaran). The 2nd National Conference and the Second International Conference on Management and Accounting in Iran.
Buli, B. M. (2017). Entrepreneurial orientation, market orientation and performance of SMEs in the manufacturing industry: Evidence from Ethiopian enterprises. Management Research Review, 40(3), 292-309.
Boroujeni, J.S; Jafari, F.; & Najafian, M. (2013). The Barriers of Marketing Strategy Planning on Iran Khodro. International Journal of Business and Management Invention, 2(1), 79-83.
Charan Raj Bhattarai, Caleb C.Y. Kwong, Misagh Tasavori. (2019). Market orientation, market disruptiveness capability and social enterprise performance: An empirical study from the United Kingdom. Journal of Business Research, 96 (2019) 47–60.
Dian Utami Sutiksno, Ansari Saleh Ahmar, Irma Setyawati, Muh. Yamin Noch, Victor Pattiasina. (2019). Market Orientation And Distinctive Competence Toward Service Mix On Study Programs Of Higher Education In Maluku, Indonesia. Journal of Entrepreneurship Education, 22 (1).
Doaei Rad, Habibullah; Poor, Samira. (2013). the effect of organizational culture on market orientation with emphasis on the mediating role of organizational conflict (Case study: Furniture industry in Mashhad). Applied Sociology, 24 (51), 130-115.
Dadashi, Mohammad Ali., Mohammadian, Mahmoud. Dehdashti Shahrokh, Zaheda. And Khashei, Vahid. (2017). Indigenous model of market orientation development of organic products in Iran. Agricultural Economics Research, 9 (4), 258-231.
Fakoor, Amir Mohammad; Sadeghi, Angel. (2016). Investigating the mediating role of sustainable marketing and market orientation in the effect of internal marketing on performance (Case study: Bank Mellat branches in Mashhad). Business Management Quarterly, 29, 659-680.
Glaveli, N., & Geormas, K. (2018). Doing well and doing well: Exploring how strategic and market orientation impacts social enterprise performance. International Journal of Entrepreneurial Behavior & Research, 24(1), 147-170.
Giri Jogaratnam. (2017). How organizational culture influences market orientation and business performance in the restaurant industry. Journal of Hospitality and Tourism Management, 31 (2017), 211-219.
Gholami Arbab Din Mohammadi, Fatemeh. (2015). Study and Prioritization of Organizational Barriers to Market Orientation in Publishing Institutions in Mashhad. Master Thesis in Publishing Management, Imam Reza International University, Faculty of Literature and Humanities.
Ghaffarzadeh Ahangar, Ismail. (2014). Investigating the Impact of Internal Marketing on Bank Mellat Performance with Emphasis on Market Orientation (Case Study: All Branches of Bank Mellat in Mazandaran Province), M.Sc. Thesis, School of Management, Payame Noor University, Mazandaran Province.
Huhtala, J. P., Sihvonen, A., Frösén, J., Jaakkola, M., & Tikkanen, H. (2014). Market orientation, innovation capability and business performance: Insights from the global financial crisis. Baltic Journal of Management, 9(2), 134-152.
Habibi, Roozbeh. (2013). Designing a Comprehensive Model of the Impact of Market Orientation on the Performance of Business Units (Case Study: Stock Companies). PhD Thesis, Faculty of Economics and Social Sciences, Payame Noor University, Tehran.
Ikhlasi, Amir; Sidamiri, Nader; Hindijani Fard, Morteza. (2018). The role of domestic market orientation in the development of entrepreneurial orientation; Internet service providers in Tehran. Journal of Modern Marketing Research, 8(1-28), 116-97.
Ismaili, Mohsen. Ehsani, Mohammad. And koozechian, Hashem. (2016). Designing a model of the effect of market orientation on customers' future behavior in water sports recreation complexes with regard to service quality, Journal of Sports Management and Development, 5(1), 137-152.
Lee, Y. K., Kim, S. H., Seoc, M. K., and Hight, K. (2015). Market orientation and business performance: Evidence from franchising industry. International Journal of Hospitality Management, (44) 28–37.
Mazrouei Nasrabadi, Ismail; Fattahi, Hamid Reza; Dolatshah, Peyman. (2020). The effect of entrepreneurial marketing mix on the entrepreneurial success of knowledge-based enterprises by explaining the moderating role of market orientation. Entrepreneurship Development, 47 (spring), 141-160.
Mohammadi Hosseini, Seyed Ahmad; Amin Beidakhti, Ali Akbar; Jamshidi, Laleh (2013). Investigating the role of organizational learning in increasing innovation performance. Bi-Quarterly Journal of Innovation and Value Creation, 2 (4).
Mohammadi, Mohsen; Babaei, Mohammad Reza; Moradi, bagher. (2016). Investigating the effect of internal marketing on market orientation in Tehran Province Gas Company. Selected Management Monthly, 182, 91-105.
Nayebzadeh, Shahnaz; Jalali, Maryam (2012). Investigating the Relationship between Internal Market Orientation and Market Performance (Case Study: Moallem Insurance Company), 5th Insurance Business Conference and Festival, Insurance Industry Business Development Center.
Nazari, rasoul, ghafghazi, Mehr al-Sadat. (2019). the effect of competitive intelligence on market orientation and entrepreneurship (Case study: in private clubs in Isfahan). Business Reviews, 97, (October and November),33-44.
Pakdel, Mohammad Reza, Nayebzadeh, Shahnaz and Dehghan Dehnavi, Hassan (2011), Evaluating the effect of market orientation, innovation and customer loyalty on business performance (Case study: Paul Garment Group). Journal of Marketing Management, 10, (10-26).
Ra’ed Masa’deh, Jawaher Al-Henzab, Ali Tarhini, Bader Yousef Obeidat. (2018). the associations among market orientation, technology orientation, entrepreneurial orientation and organizationa performance. Benchmarking: An International Journal, 25(8), 3117-3142.
Salehzadeh, R., Khazaei, J., Tabaeeian, R. and Amani, M. (2017). The Impact of Internal Marketing and Market Orientation on Performance: An Empirical Study in Restaurant Industry. Measuring Business Excellence, https://doi.org/10.1108/MBE-02-2016-0009
Sanna Joensuu-Salo, Kirsti Sorama, Anmari Viljamaa, Elina Varamäki. (2018). Firm Performance among Internationalized SMEs: The Interplay of Market Orientation, Marketing Capability and Digitalization. Adm. Sci. 2018, 8, 31;
Sherafat,. Hadi. (2014). Investigating the Relationships between Marketing Power and Market Orientation with Business Performance (Case Study of Sepah Bank, Yazd). M.Sc. Thesis, Faculty of Management, Islamic Azad University, Yazd Branch, Yazd.
Tomczak, T., Reinecke, S., & Kuss, A. (2018). Market-Oriented Corporate PlanningMarket-oriented corporate planning. Strategic Marketing, Springer Gabler, Wiesbaden.
Valenzuela, J. P., Bellei, C., & Ríos, D. D. L. (2014). Socioeconomic school segregation in a market-oriented educational system. The case of Chile. Journal of education Policy, 29(2), 217-241.
Wei, Z., Zhao, J. & Zhang, C. (2014). Organizational ambidexterity, market orientation, and firm performance. Journal of Engineering and Technology Management, 33 (1), 134-153.
