نوع مقاله : مقاله علمی-پژوهشی
نویسندگان
1 کارشناسی ارشد رشته بازاریابی، دانشگاه آزاد اسلامی آبادان، آبادان، ایران.
2 گروه مدیریت بازرگانی، واحد آبادان، دانشگاه آزاد اسلامی، آبادان، ایران
3 استادیار گروه مدیریت ،واحدآبادان،دانشگاه آزاد اسلامی ، آبادان، ایران.
چکیده
برخی از شرکت‌های خانوادگی نسبت به دیگر شرکت‌ها، تمایل بیشتری برای نوآوری نشان می‌دهند. نوآور بودن به شرکت‌ها کمک می‌کند تا با پیچیدگی و تغییر محیط متلاطم خارجی که به سرعت در حال افزایش است، مقابله کند. در چنین شرایطی، شرکت-هایی که منابع لازم برای نوآوری را دارند، قادرند که به چالش‌ها، سریع‌تر پاسخ دهند، محصولات جدیدی را استخراج کنند و فرصت‌های بهتری نسبت به سازمان‌های فاقد نوآوری به‌دست آورند. در این بین، منابع بازاریابی می‌توانند فعالیت‌های مرتبط با نوآوری بنیادین را کاهش یا افزایش دهند. هرچند که منابع بازاریابی تنها درکی نسبی از تمایل شرکت‌های خانوادگی به نوآوری بنیادین ارائه می‌‌کنند، مگر اینکه منابع خاص خانواده (مانند سرمایه صبوریو سرمایه اجتماعی) در محیط پویا و متغیر شرکت نیز در نظر گرفته شوند تا تحلیلی جامع‌تر در خصوص تمایل به نوآوری بنیادین صورت پذیرد.
هدف پژوهش حاضر، بررسی تاثیر منابع بازاریابی بر تمایل مالکان به نوآوری رادیکال با نقش تعدیلگری پویایی محیط و منابع اختصاصی خانواده (مطالعه موردی: خانوارهای دارای کسب و کار خانوادگی شهر آبادان) بوده است. در این پژوهش، 374 نفر از اعضای خانوارهای دارای کسب و کار خانوادگی شهر آبادان در سال 1401 با روش نمونه‌گیری تصادفی ساده به عنوان نمونه آماری در نظر گرفته شده‌اند. جهت جمع‌آوری داده ها از پرسشنامه استاندارد استفاده شده است. نتایج پژوهش با استفاده از نرم-افزار پی.ال.اس نشان داده است که دانش بازار، شهرت، منابع رابطه‌ای و منابع فناوری بر تمایل مالکان به نوآوری رادیکال تاثیر دارند. همچنین، سرمایه اجتماعی خانواده، سرمایه صبوری خانواده و پویایی محیط رابطه بین منابع بازاریابی و تمایل مالکان به نوآوری رادیکال را تعدیل می‌کند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Investigating the impact of marketing resources on the willingness of owners to radical innovation with the moderating role of environmental dynamics and family-specific resources (case study: households with family businesses in Abadan)
نویسندگان [English]
- marjan shahsan 1
- soheila zarin jouy alvar 2
- shahein raz 3
1 Master of Marketing, Islamic Azad University of Abadan, Abadan, Iran.
2 Department of Business Management, Abadan Branch, Islamic Azad University, Abadan, Iran
3 Assistant Professor, Department of Management, Abadan Branch, Islamic Azad University, Abadan, Iran.
چکیده [English]
Some family companies are more willing to innovate than other companies. Being innovative helps companies to deal with the complexity and change of the rapidly increasing turbulent external environment. In such a situation, companies that have the necessary resources for innovation are able to respond to challenges faster, extract new products and get better opportunities than organizations that lack innovation. In the meantime, marketing resources can reduce or increase activities related to fundamental innovation. Although marketing resources only provide a partial understanding of the willingness of family companies to innovate, unless the family's specific resources (such as patient capital and social capital) are also considered in the dynamic and changing environment of the company for a more comprehensive analysis of the willingness. To make fundamental innovation.
The purpose of this research is to investigate the effect of marketing resources on the willingness of owners to radical innovation with the moderating role of the dynamics of the environment and specific family resources (study). Case: households with family business in Abadan city. In this research, 374 members of households with family businesses in Abadan city in 1401 were considered as a statistical sample by simple random sampling method. A standard questionnaire was used to collect data. The results of the research using PLS software have shown that market knowledge, reputation, relational resources and technological resources have an effect on the willingness of owners to radical innovation. Also, family social capital, family patience capital and environmental dynamics moderate the relationship between marketing resources and owners' willingness to radical innovation.
کلیدواژه‌ها [English]
- environment dynamics
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