تبیین عوامل موثر در اثربخشی فروش به روش کیفی«تئوری زمینه‌ایی» (مطالعه موردی صنایع غذایی)
Subject Areas : Education and trainingمحمد جوان بخت 1 , ابراهیم چیرانی 2 , سید محمود شبگو منصف 3
1 - دانشجوی دکتری، گروه مدیریت، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
2 - گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی ، رشت، ایران
3 - گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
Keywords: اثربخشی فروش, قابلیت‌های بازاریابی, تصمیم‌گیری‌های استراتژیک شرکت, مدیریت کنترل فروش, عملکرد نیروی فروش و عوامل محیطی,
Abstract :
امروزه شرکت‌ها به اهمیت فروش به خوبی واقفند و در تلاشند تا با افزایش حجم فروش در فضای رقابتی موجود در بازارها، وضعیت خود را تثبیت و یا بهبود بخشند. هدف تحقیق حاضر تبیین عوامل موثر در اثربخشی فروش است. این پژوهش از نوع کیفی است و از روش گراندد تئوری بمنظور شناسایی مقوله‌های زیربنایی اثربخشی فروش شرکت‌ها استفاده می‌کند. داده‌های پژوهش از مصاحبه با 10 نفر از خبرگان صنعت مواد غذایی استان گیلان بدست آمدند. به منظور تحلیل داده‌های بدست آمده از روش کدگذاری در نرم افزار MAXQDA استفاده شد. یافته‌ها نشان از استخراج 287 مفهوم (با لحاظ تکرارها) از درون مصاحبه‌ها در مرحله اول (کدگذاری باز) داشت. با در نظر گرفتن ارتباط بین مفاهیم در سطح کدگذاری محوری (گام دوم) به 26 مقوله تقلیل یافتند، و در مرحله سوم (کد گذاری گزینشی) 6 مضمون شناسایی شد. مضامین شناسایی شده یا به عبارت دیگر عوامل موثر بر اثربخشی فروش سازمانی شامل جهت‌گیری‌های استراتژیک شرکت، قابلیت‌های بازاریابی، مدیریت کنترل فروش، عملکرد نیروی فروش و عوامل محیطی می‌باشند. اثربخشی فروش هم به ابعاد (مقوله) متشکل از سرمایه‌گذاری، سودآوری، سهم بازار و رضایت مشتری تقسیم بندی گردید.
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