تأثیر گرایش استراتژیک بر رشد کسب‌وکارهای کوچک و متوسط با میانجیگری عملکرد برند و بازار

نوع مقاله: علمی - پژوهشی

نویسندگان

1 دانشگاه شهید بهشتی

2 دانشگاه شهید بهشتی.

چکیده

در عصر کنونی، سمت‌وسوی استراتژیک شرکت­ها، عملکرد آن­ها را در کسب بهترین نتایج تضمین می‌کند. در حقیقت، این جهت­گیری موجب ساخت اصول اساسی در فعالیت­های عملیاتی شرکت می­شود که با ایجاد رفتارهای مناسب موجب عملکرد بهتر در آینده می­شود. به‌عبارت‌دیگر، این جهت­گیری موجب عملکرد بهتر شرکت در عملیات و در جایگاه آن در بازار می­شود. در این پژوهش، به بررسی تأثیر گرایش استراتژیک بر رشد کسب‌وکارهای کوچک و متوسط با توجه به نقش میانجی عملکرد برند و عملکرد بازار پرداخته شده است. جامعه آماری این پژوهش شامل شرکت‌های کوچک و متوسط فعال در پارک علم و فناوری دانشگاه تهران است که تعداد 80 شرکت دانش‌بنیان به‌عنوان نمونه پژوهش انتخاب شد. برای بررسی مدل پژوهش از آزمون معادلات ساختاری استفاده شده است؛ که بر اساس آن این نتیجه به دست آمد که جهت­گیری استراتژیک کسب‌وکارها تأثیر معناداری بر عملکرد برند و رشد آن­ها دارد. هم­چنین گرایش به کارآفرینی، نوآوری و بازار بر عملکرد برند شرکت­ها تأثیر معناداری داشته و نیز گرایش به بازار ضمن اثرگذاری بر عملکرد بازاری شرکت­ها به همراه گرایش به نوآوری موجب رشد کسب‌وکارها می‌‌شوند؛ و درنهایت، عملکرد برند و عملکرد بازار می­تواند موجب رشد کسب‌وکارها شود.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Strategic Orientation on SMEs Growth, the Mediator Role of Brand Performance and Market Performance

نویسندگان [English]

  • Mohammad Javad Naeiji 1
  • Seyed Mostafa Alem Najafi 1
  • Seyedeh Sepideh Nourani 2
1 Shahid Beheshti university
2 Shahid Beheshti university
چکیده [English]

     In the current age, the strategic direction of companies ensures their performance in achieving the best results. In fact, this orientation contributes to the construction of fundamental principles in the operational activities, which may lead to better performance in the future by creating appropriate behaviors. In other words, this orientation may lead to better performance of the company in operations and its place in the market. In this research, we examine the effect of strategic orientation on growth of small and medium-sized enterprises (SMEs) with respect to the mediator role of brand performance and market performance. The statistical population of this study consists of small and medium-sized companies operating in University of Tehran science and Technology Park and 80 knowledge- based companies were chosen as a sample of research. To investigate the research model, structural equation test was used which concluded that strategic orientation of businesses had a significant effect on brand performance and their growth. Also, the tendency to entrepreneurship, innovation and market has a significant effect on the brand performance. Tendency to market, besides having an impact on the market performance of firms and the propensity to innovation, results in company growth. Finally, brand performance and market performance can cause growth in businesses.

کلیدواژه‌ها [English]

  • Strategic Orientation
  • Business Growth
  • Small
  • Medium Enterprises

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