رابطه میان فرهنگ بازارگرایی و بهره‌وری منابع انسانی؛ تبیینی از رویکرد بازار در یک سازمان تجاری
محورهای موضوعی : مدیریت بازرگانی
غلام رضا امینی خیابانی
1
(دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، ایران)
کریم حمدی
2
(دانشیار گروه مدیریت بازرگانی، واحدعلوم تحقیقات تهران، دانشگاه آزاد اسلامی،تهران،ایران)
کلید واژه: بهره وری منابع انسانی, آزمون هاسمن, سیستم معادلات همزمان علیّت گرنجری, فرهنگ بازارگرایی,
چکیده مقاله :
فرهنگ بازارگرایی شکلی از انعطاف پذیری خلاقانه است که با هدف ارزش آفرینی برای عوامل بازار به وجود می آید و در رأس آن مشتری، کانون توجه فعالیت‌ها قرار می گیرد. بهره وری هم با در برداشتن مفهوم کارایی به مثابه یک شاخص اقتصادی، از اهداف اصلی سازمان های تجاری محسوب می گردد. اینکه فرهنگ بازارگرایی و بهره وری منابع انسانی چه تأثیراتی بر یکدیگر القا می نمایند، محور اصلی این پژوهش است. به ویژه آن که در مطالعات مختلف، جهت علیّت میان این دو متغیر و نحوه ارتباط بین آنها با نتایج متفاوتی همراه بوده است. در این پژوهش با استفاده از تکنیک علیّت گرنجری و آزمون هاسمن در تخمین سیستم معادلات همزمان،رابطة علی بهره‌وری منابع انسانی و فرهنگ بازارگرایی آزموده شد. الگوی فرهنگ بازارگرایی، برگرفته از مدل دنیسون و الگوی بهره وری منابع انسانی مبتنی بر مدل هرسی و بلانچارد می‌باشد و گردآوری داده ها بر اساس مشاهده مستقیم رفتار پرسنل فروشگاه زنجیره ای یاس در شهر تهران تا رسیدن به مرحله اشباع ادامه یافت. نتایج رابطة علی دو طرفه میان متغیرهای پژوهش را تأیید نمود به نحوی که از یک طرف بهره‌وری منابع انسانی عامل بهبود فرهنگ بازارگرایی و از سوی دیگر فرهنگ بازارگرایی به عنوان عامل ارتقای بهره وری منابع انسانی شناسایی گردیدند.
Market-orientation culture represents a form of creative flexibility the purpose of which is to boost values for market stake holders by prioritizing the role of costumer in all business activities. Productivity, along with efficiency as an inherent economic factor accompanying it, is the ultimate goal for numerous business organizations. The purpose of the present enquiry was to find out the extent to which market-orientation culture and productivity of human resources may influence each other. The study is based on the mixed findings regarding the nature of the relationship and the orientation of causality. To serve the purpose, the Granger Causality Test and the Hausman Test in simultaneous equation system were employed. Employing Market-orientation Culture Model of Denison and Human Resource Productivity Model of Hersi and Blanchard, the research data were obtained via direct observation of behavioral attitudes of the personnel working at Yaas Chain Stores in Tehran up to saturation point. The findings indicated significant positive relationship between the two research variables with enhanced human resource productivity boosting market-orientation culture and vice-versa.
Agarwal, S., Erramilli, M. K., & Dev, C. S. (2003), Market Orientation and Performance in Service Firms: Role of Innovation. Journal of Service Marking, 17(1), 68-82.
Amini Khiabani, Gh., & Hamdi, K. (2016), Correlation between Organizational Virtue and Quality of Work Life by Means of Stepwise Regression Analysis. Naja Human Resource, 46(4), 77-100, (In Persian).
Ardalan, M. R., Salimi, Q., Rajaeepour, S., & Molavy, H. (2008), A Study of Relationship between Person-Organization Fit and Organizational Culture in Western Iran State Universities (Hamedan, Kermanshah and Kordestan). Quarterly Journal of Research and Planning in higher Education, 14(1), 97-131, (In Persian).
Ardakani, S., Dehghan, H., Taghipour, kh. (2013), Examining of Organizational Culture Dimensions based on Denison Model from Islamic Azad University of Gachsaran Faculty Members Point of View. First National Conference on Investigating Methods of Improving Issues in Management, Accounting and Industrial Engineering in Organizations, (In Persian).
Atafar, A., Abarghouei, M. E., Rasekh, M. (2013), Work Culture Pathology and Try towards Productivity Enhancement in Iran. National Conference on Culture in Today's Economic Behavior, (In Persian).
Bakhtaei, A. (2008), Organizational Culture in Industrial Management Organization. Master's Thesis, Islamic Azad University, (In Persian).
Bloom, D. E., Canning, D. & Sevilla, J. (2004), the Effect of Health on Economic Growth: A Production Function Approach.World Development, 1-13.
Cesare, F. P. (2005), Italy: The Case of the Revenue Agency, In Staff Participation and Public Management Reform: Some International Comparisons. London: Palgrave ac Millan.
Datta, D., Guthrie, J. & Wright, P. (2005), Human Resource Management and Labor Productivity: Does Industry Matter? Academy of Management Journal, 48(1), 135-145.
Denison, D. R. (2000), Organizational Culture: Can it be a Key Level for Driving Organizational Change. By: S. Cartwright & C. Cooper, London: John Wiley & Sons.
Denison, D., Janovics, G., Young, G., & Cho, J. H. (2006), Diagnosing Organizational Cultures: Validating a Model and Method. Available in: http://www.denisonconsulting.com.
Denison, D.R.(2010), Denison Model. Available in: www.denisonconsulting.com
Enders, W. (2004), Applied Econometric Time Series. New York: Wiley Press.
Fairbrother, P., & O’Brien, J. (2000), Introduction: Changing Public Sector Industrial relations in the Australian State. Australian Journal of Public Administration, 59 (4), 54-58.
Gillespie, A.M., Denison, D., Haaland, S., Smere, R., & Neale, W. (2008), Linking Organizational Culture and Customer Satisfaction: Result from two Companies in Different Industries. European Journal of Work and Organizational Psychology.
Granger, C. W. J., & Newbol, P. (1974), Spurious Regressions in Econometrics. Journal of Econometrics, 2(2), 111-120.
Granger, C. W. J. (1988), Some Recent Developments in a Concept of Causality. Journal of Econometrics, 39(1-2), 199-211.
Guo, Ch., Wang, Y. J., & Metcalf, A. (2014), How to Calibrate Conventional Market-Oriented Organizational Culture in 21 st Century Production-Centered Firms? A Customer Relationship Perspective. International Journal of Production Economics, 156(2), 235-245.
Iranzadeh, S., & Mahmoudi, M. (2010), Recognizing Organizational Culture in Polynar Company based on Denison Model (A Case Study). Quarterly Journal of Productivity Management, 15(4), 53-76, (In Persian).
Iranzadeh. S., Sadat Mesbahi, N., Shokri, A., & Ebrahimi, R. (2016), A Study of the Relation between Organizational Agility Dimensions and the Productivity of Dana Insurance Company Employees in East Azarbaijan Province. Quarterly Journal of Productivity Management, 38(10), 117-146, , (In Persian).
Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005), Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impaction Performance. Journal of Marketing, 69(2), 24-41.
LaCasse, A. J. (2010), A Multi Method Organizational Culture Analysis of State Correctional Institution Using a Modified Denison Organizational Culture Survey. USA: Minnesota University.
Mobley, H., Wang, L., & Fang K.(2005), Organizational Culture: Measuring and Developing it in Your Organization. Harvard Business Review China, 128-139.
Monavarian, A., & Bakhtaei, A. (2006), Recognizing of Organizational Culture based on Denison Model (Case Study: Industrial Management Organization). Fourth International Conference of Management, (In Persian).
Monavarian, A., Ghorbani, M. H., & Sharifi, M. (2009), Organizational Culture based on Denison Model. Shiraz University, (In Persian).
Narver, J. C., & Slater, S. F. (1990), The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54, 20-35.
Narver, J. C., Slater, S. F., & Tietje, B. (1998),Creating a Market Orientation. Journal of Market Focused Management, 2, 241-55.
Pedroni, P. (1999),Critical Values for Cointegration Tests in Heterogeneous Panels with Multiple Regressors. Oxford Bulletin of Economics and Statistics, 61, 653-670.
Pedroni, P. (2000), Full Modified OLS for Heterogeneous Cointegrated Panels, Nonstationary Panels. Panel Cointegration and Dynamic Panels, Advances in Econometrics, 15, 93-130.
Rahimnia, F., & Alizadeh, M. (2010), Examining of Organizational Culture Dimensions based on Denison Model from Ferdowsi University faculty members point of view. Journal of Studies in Education and Psychology, 35, 147-170, (In Persian).
Ramanaidu, S. K.(2011), Uncovering the Relationship between Transformational Leadership, Organizational Culture, Affective Commitment and Employee Performance: The Case of a Malaysian Educational Institution. PhD Thesis, University of Newcastle.
Sharifabadi, A. (2006), Examining of Organizational Culture on Staff Performance. Second National Conference of Performance Management, (In Persian).
Siao, S. F. (2011), A Study on the Causes of Elementary School Teachers' Organizational Citizenship Behavior. Master's Thesis.
Sin, L. Y. M., Tse, A. C. B., Yau, O. H. M., Chow, R. P. M., & Lee, J. S. Y. (2005), Market Orientation, Relationship Marketing Orientation, and Business Performance: The Moderating Effects of Economic Ideology and Industry. Journal of International Marking, 13(1), 36-57.
Slater, S. F., & Narver, J. C. (1994), Does Competitive Environment Moderate the Market Orientation-Performance Relationship?. Journal of Marketing, 58, 46- 55.
Sultan Qadri, F., & Waheed, A. (2011), Human Capital and Economic Growth: Time Series Evidence from Pakistan. Pakistan Business Review, 1, 815-833.
Taavoni Gilani, M. (2013), Examining Organizational Citizenship Behavior on Human Resource Productivity in National Oil Products Distribution Company (East Azarbayjan Province), Master,s Thesis, (In Persian).
Tilchin, O., & Essawi, M. (2013), Knowledge Management through Organizational Culture Change. International Journal of Business Administration, 4(5), 121-132.
Vahidnia, A., & vafaei, R. (2006), Organizational Culture Pathology in Productivity Cycle Establishment. Sixth Conference of Quality and productivity in Power Industry, (In Persian).
Vaziri, S., & Mansouri, H. (2011), Ranking of Effective Factors on Human Resource Productivity based on MADM Technique, Management Training, (In Persian).
Yilmaz, C., & Ergan, E. (2008), Organizational Culture and Firm Effectiveness: An Examination of Relative Effects of Culture Traits and the Balanced Culture Hypothesis in an Emerging Economy. Journal of World Business, 290-306.
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Agarwal, S., Erramilli, M. K., & Dev, C. S. (2003), Market Orientation and Performance in Service Firms: Role of Innovation. Journal of Service Marking, 17(1), 68-82.
Amini Khiabani, Gh., & Hamdi, K. (2016), Correlation between Organizational Virtue and Quality of Work Life by Means of Stepwise Regression Analysis. Naja Human Resource, 46(4), 77-100, (In Persian).
Ardalan, M. R., Salimi, Q., Rajaeepour, S., & Molavy, H. (2008), A Study of Relationship between Person-Organization Fit and Organizational Culture in Western Iran State Universities (Hamedan, Kermanshah and Kordestan). Quarterly Journal of Research and Planning in higher Education, 14(1), 97-131, (In Persian).
Ardakani, S., Dehghan, H., Taghipour, kh. (2013), Examining of Organizational Culture Dimensions based on Denison Model from Islamic Azad University of Gachsaran Faculty Members Point of View. First National Conference on Investigating Methods of Improving Issues in Management, Accounting and Industrial Engineering in Organizations, (In Persian).
Atafar, A., Abarghouei, M. E., Rasekh, M. (2013), Work Culture Pathology and Try towards Productivity Enhancement in Iran. National Conference on Culture in Today's Economic Behavior, (In Persian).
Bakhtaei, A. (2008), Organizational Culture in Industrial Management Organization. Master's Thesis, Islamic Azad University, (In Persian).
Bloom, D. E., Canning, D. & Sevilla, J. (2004), the Effect of Health on Economic Growth: A Production Function Approach.World Development, 1-13.
Cesare, F. P. (2005), Italy: The Case of the Revenue Agency, In Staff Participation and Public Management Reform: Some International Comparisons. London: Palgrave ac Millan.
Datta, D., Guthrie, J. & Wright, P. (2005), Human Resource Management and Labor Productivity: Does Industry Matter? Academy of Management Journal, 48(1), 135-145.
Denison, D. R. (2000), Organizational Culture: Can it be a Key Level for Driving Organizational Change. By: S. Cartwright & C. Cooper, London: John Wiley & Sons.
Denison, D., Janovics, G., Young, G., & Cho, J. H. (2006), Diagnosing Organizational Cultures: Validating a Model and Method. Available in: http://www.denisonconsulting.com.
Denison, D.R.(2010), Denison Model. Available in: www.denisonconsulting.com
Enders, W. (2004), Applied Econometric Time Series. New York: Wiley Press.
Fairbrother, P., & O’Brien, J. (2000), Introduction: Changing Public Sector Industrial relations in the Australian State. Australian Journal of Public Administration, 59 (4), 54-58.
Gillespie, A.M., Denison, D., Haaland, S., Smere, R., & Neale, W. (2008), Linking Organizational Culture and Customer Satisfaction: Result from two Companies in Different Industries. European Journal of Work and Organizational Psychology.
Granger, C. W. J., & Newbol, P. (1974), Spurious Regressions in Econometrics. Journal of Econometrics, 2(2), 111-120.
Granger, C. W. J. (1988), Some Recent Developments in a Concept of Causality. Journal of Econometrics, 39(1-2), 199-211.
Guo, Ch., Wang, Y. J., & Metcalf, A. (2014), How to Calibrate Conventional Market-Oriented Organizational Culture in 21 st Century Production-Centered Firms? A Customer Relationship Perspective. International Journal of Production Economics, 156(2), 235-245.
Iranzadeh, S., & Mahmoudi, M. (2010), Recognizing Organizational Culture in Polynar Company based on Denison Model (A Case Study). Quarterly Journal of Productivity Management, 15(4), 53-76, (In Persian).
Iranzadeh. S., Sadat Mesbahi, N., Shokri, A., & Ebrahimi, R. (2016), A Study of the Relation between Organizational Agility Dimensions and the Productivity of Dana Insurance Company Employees in East Azarbaijan Province. Quarterly Journal of Productivity Management, 38(10), 117-146, , (In Persian).
Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005), Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impaction Performance. Journal of Marketing, 69(2), 24-41.
LaCasse, A. J. (2010), A Multi Method Organizational Culture Analysis of State Correctional Institution Using a Modified Denison Organizational Culture Survey. USA: Minnesota University.
Mobley, H., Wang, L., & Fang K.(2005), Organizational Culture: Measuring and Developing it in Your Organization. Harvard Business Review China, 128-139.
Monavarian, A., & Bakhtaei, A. (2006), Recognizing of Organizational Culture based on Denison Model (Case Study: Industrial Management Organization). Fourth International Conference of Management, (In Persian).
Monavarian, A., Ghorbani, M. H., & Sharifi, M. (2009), Organizational Culture based on Denison Model. Shiraz University, (In Persian).
Narver, J. C., & Slater, S. F. (1990), The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54, 20-35.
Narver, J. C., Slater, S. F., & Tietje, B. (1998),Creating a Market Orientation. Journal of Market Focused Management, 2, 241-55.
Pedroni, P. (1999),Critical Values for Cointegration Tests in Heterogeneous Panels with Multiple Regressors. Oxford Bulletin of Economics and Statistics, 61, 653-670.
Pedroni, P. (2000), Full Modified OLS for Heterogeneous Cointegrated Panels, Nonstationary Panels. Panel Cointegration and Dynamic Panels, Advances in Econometrics, 15, 93-130.
Rahimnia, F., & Alizadeh, M. (2010), Examining of Organizational Culture Dimensions based on Denison Model from Ferdowsi University faculty members point of view. Journal of Studies in Education and Psychology, 35, 147-170, (In Persian).
Ramanaidu, S. K.(2011), Uncovering the Relationship between Transformational Leadership, Organizational Culture, Affective Commitment and Employee Performance: The Case of a Malaysian Educational Institution. PhD Thesis, University of Newcastle.
Sharifabadi, A. (2006), Examining of Organizational Culture on Staff Performance. Second National Conference of Performance Management, (In Persian).
Siao, S. F. (2011), A Study on the Causes of Elementary School Teachers' Organizational Citizenship Behavior. Master's Thesis.
Sin, L. Y. M., Tse, A. C. B., Yau, O. H. M., Chow, R. P. M., & Lee, J. S. Y. (2005), Market Orientation, Relationship Marketing Orientation, and Business Performance: The Moderating Effects of Economic Ideology and Industry. Journal of International Marking, 13(1), 36-57.
Slater, S. F., & Narver, J. C. (1994), Does Competitive Environment Moderate the Market Orientation-Performance Relationship?. Journal of Marketing, 58, 46- 55.
Sultan Qadri, F., & Waheed, A. (2011), Human Capital and Economic Growth: Time Series Evidence from Pakistan. Pakistan Business Review, 1, 815-833.
Taavoni Gilani, M. (2013), Examining Organizational Citizenship Behavior on Human Resource Productivity in National Oil Products Distribution Company (East Azarbayjan Province), Master,s Thesis, (In Persian).
Tilchin, O., & Essawi, M. (2013), Knowledge Management through Organizational Culture Change. International Journal of Business Administration, 4(5), 121-132.
Vahidnia, A., & vafaei, R. (2006), Organizational Culture Pathology in Productivity Cycle Establishment. Sixth Conference of Quality and productivity in Power Industry, (In Persian).
Vaziri, S., & Mansouri, H. (2011), Ranking of Effective Factors on Human Resource Productivity based on MADM Technique, Management Training, (In Persian).
Yilmaz, C., & Ergan, E. (2008), Organizational Culture and Firm Effectiveness: An Examination of Relative Effects of Culture Traits and the Balanced Culture Hypothesis in an Emerging Economy. Journal of World Business, 290-306.
