جهت‌گیری استراتژیک و قابلیت‌های بازاریابی

نوع مقاله: علمی - پژوهشی

نویسندگان

1 دانشیار، دانشگاه فردوسی مشهد

2 استادیار، دانشگاه فردوسی مشهد.

3 دانشجوی کارشناسی ارشد، دانشگاه فردوسی مشهد.

چکیده

هدف از این پژوهش، بررسی تاثیر جهت‌­گیری استراتژیک بر قابلیت­‌های بازاریابی در سازمان است. روش تحقیق ماهیتی پیمایشی ـ کاربردی دارد. پرسشنامه این تحقیق میان مدیران بانک­‌های ملت شهر مشهد، جهت جمع‌­آوری داده­ها توزیع شد. روایی سازه با­استفاده از تحلیل عاملی تأییدی مورد بررسی قرار گرفت و ضریب آلفای کرونباخ بزرگ­تر از 70/. برای سازه‌های مختلف پرسشنامه، پایایی آن را مورد تأیید قرار داد. برای آزمون فرضیه‌­ها از روش معادلات ساختاری استفاده شد. نتایج پژوهش نشان دادند که جهت‌­گیری استراتژیک مشتری مداری، رقیب مداری و گرایش به نوآوری بر قابلیت­‌های بازاریابی تاثیرگذار هستند و فرضیه­‌های مرتبط با آن­ها مورد تایید قرار گرفت ولی نتایج نشان دادند که هزینه­‌گرایی بر قابلیت­‌های بازاریابی تاثیری ندارد و فرضیه مرتبط با آن نیز مورد تایید قرار نگرفت.

کلیدواژه‌ها


عنوان مقاله [English]

Strategic Orientation and Marketing Capabilities

نویسندگان [English]

  • Fariborz Rahimnia 1
  • Azar Kaffashpoor 2
  • malihe pourreza 3
1 Associate professor,Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad (FUM)
2 Assistant Professor, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad (FUM)
3 MA in business Administration, Department of Economics and Administrative Sciences, Ferdowsi University of Mashhad (FUM).
چکیده [English]

The purpose of this study is to investigate the influence of strategic orientation on the marketing capabilities in the organization. The nature of research method is survey-applied. For data gathering, the managers of Mellat bank in Mashhad were subject to distribute the questionnaire. The construct validity was investigated using the confirmatory factor analysis and Cronbach's alpha greater than .70 for different constructs of the questionnaire confirmed its reliability. The statistical method of structural equation modeling was used to test the hypotheses. Research results indicated that the customer orientation, competitor orientation and innovation orientation affected the marketing capabilities and the hypotheses concerning this relationships was confirmed. But, the cost orientation did not affect the marketing capabilities and the hypothesis concerning the influence of cost orientation on the marketing capabilities was not confirmed.

کلیدواژه‌ها [English]

  • Strategic Orientation
  • Customer Orientation
  • Competitor Orientation
  • Cost Orientation
  • Innovation Orientation
  • Marketing Capabilities

 

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