Developing an Entrepreneurial Marketing Model in the Service and Processing Industries
محورهای موضوعی : Strategic planning
مسعود تقی زاده
1
,
نرگس دل افروز
2
,
علی قلی پور سلیمانی
3
,
وحید حقیقت دوستی سیار
4
1 - دانشجوی دکتری، گروه مدیریت بازرگانی، واحد رشت،دانشگاه آزاد اسلامی، رشت، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
3 - استادیار، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران.
4 - استادیار، گروه علوم تربیتی، واحد سواد کوه، دانشگاه آزاد اسلامی، سوادکوه، ایران
کلید واژه: Meta-synthesis, Delphi method, Entrepreneurial marketing, service and processing industries, Kendall coefficient,
چکیده مقاله :
This research aims to explain how the concept of entrepreneurial marketing emerges through innovative research and effective convergence between marketing and entrepreneurship and to design an entrepreneurial marketing model in the service and conversion industries by proposing a logical and process-oriented framework. Service and conversion industries, which attract many resources to customers through the provision of services and optimization, can be an effective factor in the economic growth of the country. Given the importance of industries and increasing competitiveness among them, entrepreneurial marketing plays a very important role in achieving organizational goals and making the most profit in the industry. The present research is qualitative in terms of research method in which the meta-combined method has been used to analyze the research literature. Then, using the two-stage Delphi method, the opinions of industry experts and entrepreneurs are classified based on categories and concepts. The statistical correlation between the variables was measured by the Kendall coefficient and the agreement percentage index was used for the reliability of the measurements. The results show that the entrepreneurial marketing model in these industries consists of three categories of factors (contextual, causal, and environmental factors) and dimensions (customer-centric views, creativity, risk-taking, innovation, market-oriented, and opportunity-building). All factors with a high agreement percentage were effective in entrepreneurial marketing in the service and conversion industries.
هدف رساله حاضر آن است که با کنکاشی نوپردازانه و ایجاد همگرایی موثر بین دوحوزه بازاریابی و کارآفرینی به تبیین چگونگی و چیستی مفهوم نوظهور بازاریابی کارآفرینانه پرداخته و با پیشنهاد چهارچوبی منطقی و فرایندگرا ، به طراحی مدل بازاریابی کارآفرینانه در صنایع خدماتی و تبدیلی بپردازد.صنایع خدماتی و تبدیلی که منابع بسیاری را از طریق ارائه خدمات و بهینهسازی آن به مشتریان جذب میکنند، میتوانند عامل موثری در رشد اقتصادی کشور به شمار آیند. با توجه به اهمیت صنایع و افزایش روزافزون رقابتپذیری در میان آنها، بازاریابی کارآفرینانه نقش بسیار بهسزایی را در رسیدن به اهداف سازمانی و کسب بیشترین سود در صنعت ایفا میکند. پژوهش حاضر از نظر روش تحقیق ، کیفی است و بـرای تحلیـل ادبیـات پـژوهش از روش فراترکیب استفاده شده است ، سپس با استفاده از روش دلفی دو مرحلهای، نظـرات خبرگـان صنعت و کارآفرینان براساس مقولهها و مفاهیم طبقه بندی شده و در نهایت براس سنجش همبستگی آماری میان متغیرها از ضریب کندال و برای قابلیت اعتماد اندازه گیری ها از شاخص درصد توافق استفاده شده است . نتـایج نشـان می دهـد مـدل بازاریـابی کارآفرینانه در این صنایع از سه مقوله عوامـل ایجادکننـده (عوامـل زمینهای، علی و محیطی)، ابعاد (دیدگاههای مشتری محوری، خلاقیت، ریسکپذیری، نوآوری، بازارمحوری و ایجاد فرصت) و پیامدها تشکیل شده است و تمامی عوامل با درصد توافق بالا بر بازاریابی کارآفرینانه در صنایع خدماتی و تبدیلی مؤثر بودند.
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