بررسی تأثیر ویژگی‌های درون‌سازمانی بر مزیت رقابتی با نقش میانجی بازاریابی کارآفرینی در سازمان‌های دانش‌بنیان فعال در پارک علم و فناوری استان لرستان
محورهای موضوعی : مدیریت بازرگانی
لیلا یاراحمدی
1
,
محسن عارف نژاد
2
,
حجت وحدتی
3
1 - کارشناسی ارشد گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، لرستان، ایران
2 - استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، لرستان، ایران.
3 - دانشیارگروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، لرستان، ایران
کلید واژه: مزیت رقابتی, شرکت‌های دانش‌بنیان, بازاریابی کارآفرینی, ویژگی‌های درون‌سازمانی,
چکیده مقاله :
در محیط پیچیده امروز لازمه موفقیت سازمان‌ها کسب مزیت رقابتی است، مزایای مربوط به ویژگی‌های درون‌سازمانی به‌طور اثربخش موفقیت رقابتی یک سازمان را تعیین می‌کند. سازمان‌های دانش‌بنیان که در تولید ثروت و ارزش افزوده در یک جامعه نقش مهمی دارا می‌باشند، بایستی خود را با تغییر و تحولات نوظهور در محیط نوین سازمان همراه کنند و در این محیط رقابتی برای کسب مزیت رقابتی تلاش کنند. در پژوهش حاضر به تأثیر ویژگی‌های درون‌سازمانی بر مزیت رقابتی با نقش میانجی بازاریابی کارآفرینانه در سازمان‌های دانش‌بنیان فعال در پارک علم و فناوری لرستان پرداخته شده است. روش تحقیق در این پژوهش توصیفی پیمایشی و از نوع کاربردی است، جامعه پاسخگویان این پژوهش 120 نفراز کارشناسان سازمان‌های دانش‌بنیان فعال در پارک علم و فناوری استان لرستان بود که با استفاده از جدول مورگان 92 نفر به روش تصادفی ساده به‌عنوان نمونه انتخاب شدند برای جمع‌آوری داده‌های پژوهش از پرسشنامه استاندارد استفاده گردید و پایایی به روش آلفای کرونباخ و پایایی ترکیبی و روایی به روش همگرا سنجیده شد. برای تجزیه‌وتحلیل داده‌ها از رویکرد مدل‌سازی معادلات ساختاری و نرم‌افزار smart pls استفاده شد. نتایج پژوهش حاکی از آن است، ویژگی‌های درون سازمان (صلاحیت همکاری، مکانیزم اداری، حمایت سازمانی، انعطاف‌پذیری برنامه‌ریزی، مدت برنامه‌ریزی) هم به‌صورت مستقیم و هم غیرمستقیم از طریق بازاریابی کارآفرینی بر مزیت رقابتی اثرمی گذارند.
In today's complex environment, the success of organizations requires the acquisition of competitive advantage; the benefits of intra-organizational characteristics effectively determine the competitive success of an organization. Knowledge-based organizations, which play an important role in generating wealth and added value in a society, must keep pace with emerging changes in the new environment of the organization and strive to gain a competitive advantage in this competitive environment. In the present study, the effect of intra-organizational characteristics on competitive advantage with the mediating role of entrepreneurial marketing in knowledge-based organizations active in Lorestan Science and Technology Park has been investigated. The research method in this study is descriptive-survey and applied. The intended population was 120 experts of knowledge-based organizations active in Lorestan Science and Technology Park from among whom 92 experts were recruited through random sampling based on Morgan Table. The data were collected using a standard questionnaire whose reliability was measured by Cronbach's alpha and its combined reliability and validity were measured by convergent method. Structural equation modeling approach and Smart PLS software were used to analyze the data. The results indicate that the characteristics within the organization (cooperation competence, administrative mechanism, organizational support, planning flexibility, planning time) both directly and indirectly, through entrepreneurial marketing, affect competitive advantage.
Abolfazli, Seyed Abolfazl, Zanozi, Seyed Jafar, Heidari, Shohreh (2018). The effect of proactive market orientation on the commercialization of knowledge - based products with the mediating role of marketing, Business Management Perspectives, Volume 18, Number 34, Papi 64, Summer, pp. 131-148. [In Persian].
Ahmadpour, Ahmad, Ebrahim pour, Ebrahim, Mojtaba (2011). The Effectivenss if the main Financial and Economic on the Profitability of Firms Acceptedin on the Tehran Stock Exchange. Accountancy and Auditing, winter, 66: 1-14. [In Persian].
Biko,V.,Kwilinski,A.Misiuk,M.,& Biko,L.(2019). Competitive advantages of Wholesale markets of agricultural products as a type of entre preneurial activity:The Experience of Ukraine and Poland. Economic Annals,175(1-2), 68-72.
Ebrahimi Nejad, Mehdi, Ghaderi, Hanieh (2013). Investigating the Impact of Strategic Entrepreneurial Planning on Organizational Performance of Food Industries in Shiraz from the Perspective of Managers, Public Management Research, 6(21), 79-99. [In Persian].
Fiore , A. M., Niehm , L. S., Hurst, Jol, Son , J. & Sadachar, A.(2013). Entrepreneurial Marketing : Scale Validation with small, Independently owned Businesses. Journal of Marketing Development and competitiveness, 7(4),61-86.
Cronbach, L. J. (1951). “Coefficient alpha and the internal structural of tests”. Psychomomertrika, 16(3): 297-337.
Fornell, C. and Larcker ,D. (1981); “Evaluating Structural Equation Modeling with unobserved variables and Measurement Error”, Journal of Marketing Research ,vol.18,No.1,pp.39-50.
Ge, B., Yang, Y., Jiang, D., GA.,y.,Du, X.,& Zhou,T.(2018). Anempirical Study on Green Innovation Strategy and Sustainable competitive advantages: Path and boundary. Sustainability, 10(10), 31-36.
Heineoen, J. (2007). An entrepreneurial – directed approach to teaching Corporate Entrepreneurship at University Level, Education, Training, 49(4). 310-324.
Hills, G. E., Hitman, C. M. and Miles, M. P. (2008). “The evolution and development of Entrepreneurial Marketing”, Journal of Small Business Management, 46(1), 99 - 113.
Ismail, M., & Zainol, F. A. (2018). A Review on the Evolution and Definition of Entrepreneurial Marketing. International Journal of Academic Research in Business and Social Scienes, 8(5), 649-663. [In Persian].
Ismail, M.D., Isa, A.M., Alam1, S.S., & Ahmad, M. (2016). Market orientation, entrepreneurship orientation, relationship commitment and communication among SME exporters in Malaysia. Malaysian Journal of Society and Space, 12(1), 19-28. [In Persian].
Jones,R. and Rowley, J.(2011). Entrepreneurial Marketing in Small Businesses: A conceptual exploration. International Small Business Journal,29(1)25-36.
Kilenthong, P., Hultman, C., Hills, G. E. (2016). Enyrepreneurship marketing behaviours: impact of firm age, firm size, and firms founder, Journal of Research in Marketing and Entrepreneurship, 18(1), 127-145.
Khorakian, A.R., and Razavizadeh, F.(2015). Investigating the Role and Position of Strategic Entrepreneurship in Achieving Sustainable Competitive Advantage, Third International Conference on Accounting Management and Knowledge-Based Economics with Emphasis on Economics strength, Tehran. [In Persian].
Lee, J.S, and Hsieh, C.J. (2010). Research in Relating Entrepreneurship, marketing capability, innovative capability, and Sustained competitive advantage Journal of Business & Economic Research (JBER),8(9):109-120.
Mahrous, A., Genedy, M.A. and Kalliny, M. (2020), “The impact of characteristics of intra-organizational environment on entrepreneurial marketing intensity and performance in Egypt”, Journal of Entrepreneurship in Emerging Economics, Vol. 12 No. 5, pp. 621-642.
Mahdavi, Akbar, Alfie, Beautiful, Najigzadeh, Mohammad Rahim, (2017). Relationship between intra-organizational factors with strategic planning in sports staff of Ardabil province, Scientific Journal - Research Journal of Sport Sciences, Ninth, No. 28, Winter. [In Persian].
Mahmoudi, Jafar, Mahmoudi, Nader (2011). Providing a framework for identifying strategic competitors in the field of person and work, Quarterly Journal of Modern Economics and Business, No. 18-17, Summer and Autumn, pp. 67-96. [In Persian].
Mazlumi, Naderi, Jabbarzadeh, Karbasi, Bahram (2019). The Effect of Participatory Strategic Planing and Strategic Flexibility on Strategy Execution in Small and Medium Industries, Journal: Interdicciplinary Studies of Strategic Knowledge, Valume9, N34. [In Persian].
Mazrouei Nasrabadi, Ismail, Fattahi, Hamid Reza, Dolatshah, Peyman (2020). The effect of entrepreneurial marketing mix on entrepreneurial success of knowledge-based enterprises by explaining the moderating role of market orientation, Journal of Entrepreneurship Development, Volume 13, Number 1, Spring, pp. 141-160. [In Persian].
Mamdooni, A. & Seyydhashemi, M. (2008). Barriers to Implementing Marketing Strategies: A Classification and ranking for Iran Khodro Co. Journal of Business Management of Tehran University, 1(1): 119-134. [In Persian].
Mohabbat Talab, Ali, Rezvani, Mehran, Zia, Babak (2018). Investigating the Relationship between Entrepreneurship Marketing and Brand Loyalty in Dairy Food Industries (Case Study: Kaleh Brand), Journal of Entrepreneurship Development, Volume 11, Number 1, Spring, p. 141-160. [In Persian].
Naidoo, V. (2010). “Film survival through a crisis: the influence of market orientation, marketing innovation and business strategy”. Industrial marketing, 39, 1311-1320.
Ramezanpour, Narges, Davari, Qasem, Najmabadi, Ali, Dehghan, Amer (2017). Investigating the mediating role of technological entrepreneurship on the relationship between organizational intellectual capital and competitive advantage (Case study: companies located in growth centers of Tehran), Technology Development Management Quarterly, Volume 5, Number 1, Summer. [In Persian].
Ren, L., Xie, G. and Krabbendam, K. (2010). “Winning through innovation and marketing: Lessons from Australia and Vietnam”. Industrial Marketing Management, 40(8), 1319-1329.
Ren, S., Eisigerich, B., and Tsai, H.(2015). How do Marketing Research and Development Capabilities, and degree of Internationalization Synergistically affect the. Innovation Performance of Small and Medium _Sized Enterprises (SMES)? APanel Data Study of Chinese SMES. International Business Review, 24/642 - 651.
Rud Saz, Habib; Rezaei Manesh, Behrooz; Tavakoli, Shaghayegh (2011). The effect of organizational citizenship behavior on competitive advantage, studies Management (improvement and transformation),1-134.[In Persian].
Sadra, Mohammad Javad, Ansari, Reza (2015). The effect of open innovation on technological marketing on innovation performance in order to gain a competitive advantage in knowledge-based companies (Case study: companies located in Sheikh Baha'i Science and Technology Park located in Isfahan Science and Research Town), Journal of Management Improvement, Year Ninth, No. 1, 27 consecutive, Spring, pp. 95-114. [In Persian].
Shirkhodai, M, Rezvani, M. And crutal currency, M (2012). Entrepreneurial marketing: nature and meaning, set of articles of the first national conference of entrepreneurship and business management business, 23 November 2, Pages 2. [In Persian].
Sullivan, M. Zhang, A. J. (2011). Are Investment and Financing Anomalies two Sides of the Same Coin? Journal of Empirical Finance, 18(4): 616-633.
Tajeddini, K. (2010). Effect of customer orientation and entrepreneurial orientation on innovativeness:Evidence from the hotel industry in Switzerland. Tourism Management, 31(2), 221-231. [In Persian].
Tuan, N. PH., & Yoshi, T. (2010). Organizational Capabilities, Competitive Advantage and Performance in Supporting Industries in Vietnam. Asian Academy of Management Journal, 15(1), 1-21.
Zarei, Ali Asghar, Ebrahimi, Seyed Abbas (2015) Technological innovation, effective and influential internal and external factors, Technology Growth Quarterly, Year 14, Issue 55, Summer, [In Persian].
Zarei, Azimullah, Hemmati, Maryam(2019), Designing a Model of Entrepreneurial Marketing Component Relationship Model with Interpretive Structural Modeling Approach(Case Study: Semnan Knowledge-Based Companies), Innovation and Value Creation Quarterly, Year 9, Issue 18, Fall And winter. [In Persian].
Zheng, W., Yang, B., McLean, G. N. (2010). Linking Organizational Culture, Strategy and Organizational Effectivene; Mediating Role of Knowledge Management. Journal of Business Research, vol.63(7), 763-771.
Windsperger, J., Hendrikse. G. W., Cliquet, G. and Ehrmann, T. (2017), “Government and Strategy of Entrepreneurial Networks: an Introduction”, Small Business Economics, 50, 671-676.
_||_Abolfazli, Seyed Abolfazl, Zanozi, Seyed Jafar, Heidari, Shohreh (2018). The effect of proactive market orientation on the commercialization of knowledge - based products with the mediating role of marketing, Business Management Perspectives, Volume 18, Number 34, Papi 64, Summer, pp. 131-148. [In Persian].
Ahmadpour, Ahmad, Ebrahim pour, Ebrahim, Mojtaba (2011). The Effectivenss if the main Financial and Economic on the Profitability of Firms Acceptedin on the Tehran Stock Exchange. Accountancy and Auditing, winter, 66: 1-14. [In Persian].
Biko,V.,Kwilinski,A.Misiuk,M.,& Biko,L.(2019). Competitive advantages of Wholesale markets of agricultural products as a type of entre preneurial activity:The Experience of Ukraine and Poland. Economic Annals,175(1-2), 68-72.
Ebrahimi Nejad, Mehdi, Ghaderi, Hanieh (2013). Investigating the Impact of Strategic Entrepreneurial Planning on Organizational Performance of Food Industries in Shiraz from the Perspective of Managers, Public Management Research, 6(21), 79-99. [In Persian].
Fiore , A. M., Niehm , L. S., Hurst, Jol, Son , J. & Sadachar, A.(2013). Entrepreneurial Marketing : Scale Validation with small, Independently owned Businesses. Journal of Marketing Development and competitiveness, 7(4),61-86.
Cronbach, L. J. (1951). “Coefficient alpha and the internal structural of tests”. Psychomomertrika, 16(3): 297-337.
Fornell, C. and Larcker ,D. (1981); “Evaluating Structural Equation Modeling with unobserved variables and Measurement Error”, Journal of Marketing Research ,vol.18,No.1,pp.39-50.
Ge, B., Yang, Y., Jiang, D., GA.,y.,Du, X.,& Zhou,T.(2018). Anempirical Study on Green Innovation Strategy and Sustainable competitive advantages: Path and boundary. Sustainability, 10(10), 31-36.
Heineoen, J. (2007). An entrepreneurial – directed approach to teaching Corporate Entrepreneurship at University Level, Education, Training, 49(4). 310-324.
Hills, G. E., Hitman, C. M. and Miles, M. P. (2008). “The evolution and development of Entrepreneurial Marketing”, Journal of Small Business Management, 46(1), 99 - 113.
Ismail, M., & Zainol, F. A. (2018). A Review on the Evolution and Definition of Entrepreneurial Marketing. International Journal of Academic Research in Business and Social Scienes, 8(5), 649-663. [In Persian].
Ismail, M.D., Isa, A.M., Alam1, S.S., & Ahmad, M. (2016). Market orientation, entrepreneurship orientation, relationship commitment and communication among SME exporters in Malaysia. Malaysian Journal of Society and Space, 12(1), 19-28. [In Persian].
Jones,R. and Rowley, J.(2011). Entrepreneurial Marketing in Small Businesses: A conceptual exploration. International Small Business Journal,29(1)25-36.
Kilenthong, P., Hultman, C., Hills, G. E. (2016). Enyrepreneurship marketing behaviours: impact of firm age, firm size, and firms founder, Journal of Research in Marketing and Entrepreneurship, 18(1), 127-145.
Khorakian, A.R., and Razavizadeh, F.(2015). Investigating the Role and Position of Strategic Entrepreneurship in Achieving Sustainable Competitive Advantage, Third International Conference on Accounting Management and Knowledge-Based Economics with Emphasis on Economics strength, Tehran. [In Persian].
Lee, J.S, and Hsieh, C.J. (2010). Research in Relating Entrepreneurship, marketing capability, innovative capability, and Sustained competitive advantage Journal of Business & Economic Research (JBER),8(9):109-120.
Mahrous, A., Genedy, M.A. and Kalliny, M. (2020), “The impact of characteristics of intra-organizational environment on entrepreneurial marketing intensity and performance in Egypt”, Journal of Entrepreneurship in Emerging Economics, Vol. 12 No. 5, pp. 621-642.
Mahdavi, Akbar, Alfie, Beautiful, Najigzadeh, Mohammad Rahim, (2017). Relationship between intra-organizational factors with strategic planning in sports staff of Ardabil province, Scientific Journal - Research Journal of Sport Sciences, Ninth, No. 28, Winter. [In Persian].
Mahmoudi, Jafar, Mahmoudi, Nader (2011). Providing a framework for identifying strategic competitors in the field of person and work, Quarterly Journal of Modern Economics and Business, No. 18-17, Summer and Autumn, pp. 67-96. [In Persian].
Mazlumi, Naderi, Jabbarzadeh, Karbasi, Bahram (2019). The Effect of Participatory Strategic Planing and Strategic Flexibility on Strategy Execution in Small and Medium Industries, Journal: Interdicciplinary Studies of Strategic Knowledge, Valume9, N34. [In Persian].
Mazrouei Nasrabadi, Ismail, Fattahi, Hamid Reza, Dolatshah, Peyman (2020). The effect of entrepreneurial marketing mix on entrepreneurial success of knowledge-based enterprises by explaining the moderating role of market orientation, Journal of Entrepreneurship Development, Volume 13, Number 1, Spring, pp. 141-160. [In Persian].
Mamdooni, A. & Seyydhashemi, M. (2008). Barriers to Implementing Marketing Strategies: A Classification and ranking for Iran Khodro Co. Journal of Business Management of Tehran University, 1(1): 119-134. [In Persian].
Mohabbat Talab, Ali, Rezvani, Mehran, Zia, Babak (2018). Investigating the Relationship between Entrepreneurship Marketing and Brand Loyalty in Dairy Food Industries (Case Study: Kaleh Brand), Journal of Entrepreneurship Development, Volume 11, Number 1, Spring, p. 141-160. [In Persian].
Naidoo, V. (2010). “Film survival through a crisis: the influence of market orientation, marketing innovation and business strategy”. Industrial marketing, 39, 1311-1320.
Ramezanpour, Narges, Davari, Qasem, Najmabadi, Ali, Dehghan, Amer (2017). Investigating the mediating role of technological entrepreneurship on the relationship between organizational intellectual capital and competitive advantage (Case study: companies located in growth centers of Tehran), Technology Development Management Quarterly, Volume 5, Number 1, Summer. [In Persian].
Ren, L., Xie, G. and Krabbendam, K. (2010). “Winning through innovation and marketing: Lessons from Australia and Vietnam”. Industrial Marketing Management, 40(8), 1319-1329.
Ren, S., Eisigerich, B., and Tsai, H.(2015). How do Marketing Research and Development Capabilities, and degree of Internationalization Synergistically affect the. Innovation Performance of Small and Medium _Sized Enterprises (SMES)? APanel Data Study of Chinese SMES. International Business Review, 24/642 - 651.
Rud Saz, Habib; Rezaei Manesh, Behrooz; Tavakoli, Shaghayegh (2011). The effect of organizational citizenship behavior on competitive advantage, studies Management (improvement and transformation),1-134.[In Persian].
Sadra, Mohammad Javad, Ansari, Reza (2015). The effect of open innovation on technological marketing on innovation performance in order to gain a competitive advantage in knowledge-based companies (Case study: companies located in Sheikh Baha'i Science and Technology Park located in Isfahan Science and Research Town), Journal of Management Improvement, Year Ninth, No. 1, 27 consecutive, Spring, pp. 95-114. [In Persian].
Shirkhodai, M, Rezvani, M. And crutal currency, M (2012). Entrepreneurial marketing: nature and meaning, set of articles of the first national conference of entrepreneurship and business management business, 23 November 2, Pages 2. [In Persian].
Sullivan, M. Zhang, A. J. (2011). Are Investment and Financing Anomalies two Sides of the Same Coin? Journal of Empirical Finance, 18(4): 616-633.
Tajeddini, K. (2010). Effect of customer orientation and entrepreneurial orientation on innovativeness:Evidence from the hotel industry in Switzerland. Tourism Management, 31(2), 221-231. [In Persian].
Tuan, N. PH., & Yoshi, T. (2010). Organizational Capabilities, Competitive Advantage and Performance in Supporting Industries in Vietnam. Asian Academy of Management Journal, 15(1), 1-21.
Zarei, Ali Asghar, Ebrahimi, Seyed Abbas (2015) Technological innovation, effective and influential internal and external factors, Technology Growth Quarterly, Year 14, Issue 55, Summer, [In Persian].
Zarei, Azimullah, Hemmati, Maryam(2019), Designing a Model of Entrepreneurial Marketing Component Relationship Model with Interpretive Structural Modeling Approach(Case Study: Semnan Knowledge-Based Companies), Innovation and Value Creation Quarterly, Year 9, Issue 18, Fall And winter. [In Persian].
Zheng, W., Yang, B., McLean, G. N. (2010). Linking Organizational Culture, Strategy and Organizational Effectivene; Mediating Role of Knowledge Management. Journal of Business Research, vol.63(7), 763-771.
Windsperger, J., Hendrikse. G. W., Cliquet, G. and Ehrmann, T. (2017), “Government and Strategy of Entrepreneurial Networks: an Introduction”, Small Business Economics, 50, 671-676.