تأثیر همه‌گیری بیماری کرونا بر کارایی (واسطه ای و تولیدی) با میانجیگری قابلیت‌های بازاریابی و جهت‌گیری راهبردی (موردمطالعه: کسب‌وکارهای کوچک و متوسط استان تهران)

محورهای موضوعی : مدیریت بازرگانی

داریوش طهماسبی آقبلاغی ¹ (استادیار گروه مدیریت بانک. دانشکده تجارت و مالیه. دانشگاه تهران. تهران. ایران)
هاشم آقازاده ² (دانشیار گروه مدیریت بازرگانی. دانشکده مدیریت. دانشگاه تهران. تهران. ایران)

تاریخ دریافت : 1401/03/07 تاریخ پذیرش : 1401/07/18 تاریخ انتشار : 1402/07/01

کلید واژه: کارایی, جهت‌گیری راهبردی, کسب‌وکارهای کوچک و متوسط, قابلیت‌های بازاریابی, همه‌گیری بیماری کرونا,

چکیده مقاله :

امروزه با همه گیری بیماری کرونا مشکلاتی برای کسب و کارها، بویژه کسب و کارهای کوچک و متوسط ایجاد شده است؛ از سوی دیگر قابلیت‌های بازاریابی در تعیین ارزیابی ناهمگن از کیفیت محصول برای مشتریان ضروری تلقی شده است که این امر به جهت‌گیری راهبردی کسب‌وکارهای کوچک و متوسط در شرایط بحرانی همه گیری بیماری کرونا کمک می‌کند. هدف پژوهش حاضر، تبیین تأثیر همه‌گیری بیماری کرونا بر کارایی با میانجیگری قابلیت‌های بازاریابی و جهت‌گیری راهبردی می باشد. جهت‌گیری پژوهش، کاربردی و ازنظر هدف، توصیفی است. جامعه آماری پژوهش شامل 2200 نفر از مدیران و کارکنان ارشد کسب و کارهای کوچک و متوسط استان تهران می باشد که از نمونه 335 نفری با روش نمونه گیری طبقه ای استفاده شده است. برای جمع‌آوری داده‌ها از روش پیمایشی و جهت تحلیل داده‌ها از روش پی ال اس استفاده‌ شده است. براساس یافته‌های پژوهش اثر همه‌گیری بیماری کرونا بر کارایی، قابلیت‌های بازاریابی و جهت‌گیری راهبردی و نقش جهت‌گیری راهبردی بر کارایی تأیید شد و نیز نقش غیرمستقیم متغیرهای میانجی قابلیت‌های بازاریابی و جهت‌گیری راهبردی در رابطه بین همه‌گیری بیماری کرونا و کارایی تائید شد؛ اما تأثیر قابلیت‌های بازاریابی بر کارایی رد شد. این پژوهش به مدیران ارشد و عالی کسب ‌وکارهای کوچک و متوسط توصیه می نماید که برای کاهش تهدیدها و افزایش امکان بقا و بهره‌گیری از فرصت‌های آتی در دوره پساکرونا به جهت‌گیری راهبردی و قابلیت های بازاریابی توجه مضاعفی داشته باشند.

چکیده انگلیسی:

Today, with the rapid spread of the Corona pandemic, problems have arisen for businesses, especially small and medium-sized businesses. On the other hand, marketing capabilities are considered essential in determining the heterogeneous evaluation of product quality for customers, which helps the strategic direction of small and medium-sized businesses in the critical conditions of the Corona pandemic. Hence, the purpose of the current research was to explain the effect of the Corona pandemic on efficiency considering the mediating role of marketing capabilities and strategic orientation. The direction of the research was applied and descriptive in terms of purpose. The statistical population of the research included 2200 managers and senior employees of small and medium-sized businesses in Tehran province, from among whom, a sample of 335 people was recruited using a stratified sampling procedure. A survey method was used for the data collection and PLS method was used for the data analysis. Based on the results, the effect of the Corona disease pandemic on efficiency, marketing capabilities and strategic orientation and the role of strategic orientation on efficiency were confirmed. Moreover, the indirect role of mediating variables of marketing capabilities and strategic orientation in the relationship between the Corona disease pandemic and efficiency was confirmed. However, the effect of marketing capabilities on performance was rejected. This research advises senior managers of small and medium-sized businesses to pay extra attention to strategic orientation and marketing capabilities in order to reduce threats and increase the possibility of survival and take advantage of future opportunities in the post-corona era.

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