The Effect of the Rate of Sensing and Responding to the Technological Changes on Business Opportunity of Corporates
Subject Areas : Creativity and innovation from psychological, epistemological, educational and pedagogical
Saeid Mortazavi
1
(استاد گروه مدیریت دانشکده اقتصاد و علوم اداری دانشگاه فردوسی مشهد (نویسندة مسئول)mortazavi@um.ac.ir)
Alireza Amini
2
(دانشجوی دکتری مدیریت رفتاری دانشگاه فردوسی مشهدa.amini@um.ac.ir)
Keywords: marketing strategies, Technological Opportunity, Sensing, Responding,
Abstract :
Purpose: This paper intended to study the relationships between the effects of the rate of sensing and responding to the technological changes on business opportunity of a corporates. Methodology: A descriptive research was used to investigate the relationship between variables under study. To collect data, a questionnaire (α= 0.821) was distributed among some 160 venders of products of SAMSUNG brand in Mashhad city. The structural equation modeling using maximum likelihood estimation was applied to test the hypotheses. Findings: The results revealed that marketing strategies of corporate and responding to technological changes had directly positive effect on business position of SAMSUNG Co. while marketing strategies plays a mediatory role on the relation between sensing to technological changes and SAMSUNG business position. Result: Sensing to technological changes and appropriate responding to it provides corporate’s prosperity in their business.
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