تأثیر قابلیت بازاریابی، نوآوری و یادگیری بر عملکرد سازمان «مطالعه موردی:پتروشیمی تبریز»
محورهای موضوعی : مدیریت بازرگانیسید محمد نوع پسنداصیل 1 , اسماعیل رمضان پور 2 , پیمان عطاری اصل 3
1 - استادیارگروه مدیریت دانشگاه گیلان ،ایران
2 - استادیارگروه مدیریت دانشگاه گیلان،ایران
3 - دانشجوی ارشد مدیریت صنعتی دانشگاه گیلان،ایران
کلید واژه: عملکرد سازمان, قابلیت بازاریابی, قابلیت نوآوری, قابلیت یادگیری, پتروشیمی تبریز,
چکیده مقاله :
دستیابی به عملکرد بالاتر هدفی است که سازمانها برای رسیدن به آن به اقدامات مختلفی روی می آورند. قابلیّتها نقش مهمی در ایجاد مزیت رقابتی برای سازمانها ایفا می کنند و از جمله این قابلیّتها می توان به بازاریابی، نوآوری و یادگیری اشاره کرد. در حالی که اغلب مطالعات در مورد تأثیر این قابلیّتها بر عملکرد، اغلب به صورت مجزا صورت گرفته است، در این پژوهش سعی بر ارائه مدلی یکپارچه شده است تا تأ ثیر هر سه قابلیت به صورت متحد و مکمل همدیگر بر عملکرد سازمان سنجیده شود. بدین منظور و برای سنجش تأثیر قابلیت بازاریابی، نوآوری و یادگیری بر عملکرد شرکت پتروشیمی تبریز تعداد 265 پرسش نامه بین کارکنان رسمی با مدرک کارشناسی و بالاتر توزیع شد که از این تعداد 255 پرسشنامه برای تحلیل مناسب تشخیص داده شد. در این پژوهش از نرم افزارSPSS و LISREL برای تجزیه و تحلیل داده استفاده گردید. نتایج تحقیق نشان می دهدکه رابطه معناداری بین قابلیّت بازاریابی و عملکرد سازمان وجود دارد، همچنین بین قابلیّت نوآوری و عملکرد سازمان و ونیز قابلیّت یادگیری و عملکرد سازمانی رابطه معناداری موجود است. بین قابلیّتهای بازاریابی و نوآوری و یادگیری به عنوان قابلیّتهای مکمل هم و عملکرد سازمانی نیز رابطه رابطه معناداری دیده می شود.
To achieve higher performance is the goal which organizations implement different approaches to reach. Capabilities play a great role in gaining competitive advantages for organizations, namely capabilities of marketing, innovation and learning. While most of the studies on the effect of every one of these on performance has been examined separately, in this study effort has been made to introduce an integrated model to examine the simultaneous effect of all three complementary integrated elements on organization performance. In order to do so, to measure the effect of capability of marketing, innovation and learning on the performance of Tabriz Petrochemical Company, 265 questionnaires were distributed among the employees holding B.S. and higher degrees, out of which 255 were eligible to analyze. In this study we used SPSS and LISREL softwares to analyze the data .The results of the study indicate that there is a meaningful relation between marketing capability and organization's performance. It also shows that there is a meaningful relation between innovation capability and learning capability with the performance of the organization. It also suggests that there is a meaningful relation between marketing, innovation and learning capabilities as a complementary bundle with the performance of organization.
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- Alegre Vidal, J;Chiva Gomez, R(2013),revealing the links between entrepreneurial orientation and firm performance: journal of small business management, 51(4).491-507
- Barney, J (1991), firm resources and sustained competetive advantage. Journal of management 17, 99-120
- Chang, S, Lee, M (2008),the linkage between knowledge accumulation capability and organizational innovation, journal of knowledge management, 12, 3-20
- Chang, W< eun park, J, Chaiy, S, (2010), How does CRM technology transform into organizational performance? A mediating role of marketing capability, journal of business research, 63. 849-855
- Day, g, (1994)the capabilites of market driven organizations, journal of marketing, 58(3), 37-52
- Johnson, M.a(2004), Customer portfolio management: toward a dynamic theory of exchange relationships, journal of marketing, 68(2), 1-17
- Krasnikov, A. & Jayachandran, S. (2008), The relative impact of marketing, research-anddevelopment, and operations capabilities on firm performance. Journal of Marketing, 72 (4), 1- 11.
- Mariadoss
- Merrilees, B., Rundle-Thiele, S., & Lye, A. (2011), Marketing capabilities: Antecedents and implications for B2B SME performance. Industrial Marketing Management, 40(3), 368-375.
- PORTER, M. E. Competitive strategy: techniques for analyzing industries and competitors. New York: Free Press, 1980.
- Sok, Phyra; o’Cass, Aron, Momy, Sok, Keo.(2013), Acgieving superior SME performance: overarchinh role of marketing, innovation and learning capabilities, australian marketing journal, 21, 161-167
- Teece, D.J. (1997), "Capturing value from knowledge assets", California Management
- Theodosiou M, kehagias J, Katsikea E.(2012), strategic orientations, Marketing capabilities and firm performance. Journal of Industrial Marketing Management,pp. 1-12.
- Wu, X., Sivalogathasan, V.,(2013), Innovation capability for better performance: Intellectual capital and organization performance of the apparel industry in Srilangka.Journal of Advanced Management Science, Vol. 1(3), 273-277.
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- Kheyri, B., Roshani, A. (2013), “Check mediating role in the relationship between the orientation of strategic marketing capabilities and organizational performance”, A Case Study in Bank Melli Iran, Journal of Management, V 10, N 29, 97-113.
- Davar zani, H., Aghdasi, M. (2015), “The concept of the learning approach to organizational change”, Third International Conference on Management.
- Rahimniya, F., Kafashpur, A., Purreza, M. (2012), “Strategic orientation and marketing capabilities”, Journal of Strategic Management, N 12, 145-166.
- Ramezaniyan, M., Moradi, M., Bosaghzade, N. (2012), “Effect of knowledge sharing and the ability to absorb knowledge innovation capability, Outlook”, N 11, 91-112.
- Zand hesami, H., Ashtiyani pur, Z. (2014), “Analysis of how IT innovation capabilities on the competitiveness of SMEs”, Second International Conference and Sixth National Conference on Management of Technology, 1-14.
- Abas gholi pur, M. (2010), “Factors affecting the performance of the banks, the banks and the economy magazine”, N 106, 24-35.
- Feyz, D., Nemati, M., Jabali javan, A. (2012), “The impact of marketing capabilities on the functional consequences of SMEs entrepreneurs (Case Study: Tehran food company Burger”, Journal of innovation and value creation, V 1, N 1, 19-28.
- Molla hoseyni, M., Alimoradi, A., Barpa, S. (2010), “The effect on the performance of SME Yazmanb learning capabilities of Kerman city using AHP”, Explore publication of Business Administration, V2, N 3, 91-111.
- Nadi, M., Sajadiyan, I. (2011), “Factor structure, reliability, validity and standardization scale organizational learning capability”, Journal of Educational Innovations, N 40, 105-130.
- Nadi, N., Yarmohamadiyan, M. (2011), “The reliability and validity of the scale model organizational learning capability in five faculty members of Isfahan University of Medical Sciences”, Health Information Management, 1073-1085.
- Norolahi, S., Kafashpur, A., Hadadiyan, A. (2013), “The effect of marketing capabilities on the market Hmlkrd creating superior value for customers in the food industry due to variable Birch Industrial Park Mashhad”, The National Conference of modern management Golestan Province, Golestan.
- Aktar, N; Ahmed khan, R Mujtaba, B.G(2013), Exploring and measuring Organizational Learning capabilities and competetive advatage of petroleum industry firms, international business and management, vol.6 No.1. 89-103
- Alegre Vidal, J;Chiva Gomez, R(2013),revealing the links between entrepreneurial orientation and firm performance: journal of small business management, 51(4).491-507
- Alegre Vidal, J;Chiva Gomez, R(2013),revealing the links between entrepreneurial orientation and firm performance: journal of small business management, 51(4).491-507
- Barney, J (1991), firm resources and sustained competetive advantage. Journal of management 17, 99-120
- Chang, S, Lee, M (2008),the linkage between knowledge accumulation capability and organizational innovation, journal of knowledge management, 12, 3-20
- Chang, W< eun park, J, Chaiy, S, (2010), How does CRM technology transform into organizational performance? A mediating role of marketing capability, journal of business research, 63. 849-855
- Day, g, (1994)the capabilites of market driven organizations, journal of marketing, 58(3), 37-52
- Johnson, M.a(2004), Customer portfolio management: toward a dynamic theory of exchange relationships, journal of marketing, 68(2), 1-17
- Krasnikov, A. & Jayachandran, S. (2008), The relative impact of marketing, research-anddevelopment, and operations capabilities on firm performance. Journal of Marketing, 72 (4), 1- 11.
- Mariadoss
- Merrilees, B., Rundle-Thiele, S., & Lye, A. (2011), Marketing capabilities: Antecedents and implications for B2B SME performance. Industrial Marketing Management, 40(3), 368-375.
- PORTER, M. E. Competitive strategy: techniques for analyzing industries and competitors. New York: Free Press, 1980.
- Sok, Phyra; o’Cass, Aron, Momy, Sok, Keo.(2013), Acgieving superior SME performance: overarchinh role of marketing, innovation and learning capabilities, australian marketing journal, 21, 161-167
- Teece, D.J. (1997), "Capturing value from knowledge assets", California Management
- Theodosiou M, kehagias J, Katsikea E.(2012), strategic orientations, Marketing capabilities and firm performance. Journal of Industrial Marketing Management,pp. 1-12.
- Wu, X., Sivalogathasan, V.,(2013), Innovation capability for better performance: Intellectual capital and organization performance of the apparel industry in Srilangka.Journal of Advanced Management Science, Vol. 1(3), 273-277.
