تأثیر هوش سازمانی بر عملکرد سازمان با بهره‌گیری از ظرفیت‌های بازاریابی

نویسندگان

دانشگاه سمنان

چکیده

امروزه بدلیل افزایش رقابت و پیچیده شدن فعالیت‌های رقبا، شرکت‌ها بایستی بیشتر از قبل به بررسی همه‌جانبه سازمان خود بپردازند. هدف این تحقیق بررسی میزان تاثیر هوش‌سازمانی بر عملکرد‌سازمان با توجه به ظرفیت‌های بازاریابی در شرکت‌های کوچک و متوسط در شهر اهواز می‌باشد. هوش سازمانی از دو بعد هوش رقابتی و هوش عاطفی مورد بررسی قرار گرفته شده است و ظرفیت‌های بازاریابی در این تحقیق شامل بازارگرایی، مزیت رقابتی و استراتژی رقابتی می‌باشد. روش تحقیق کتابخانه‌ای و میدانی و ابزار جمع‌آوری اطلاعات میدانی، پرسشنامه با طیف لیکرت می‌باشد. آلفای کرنباخ پرسشنامه این تحقیق 881% به دست آمد که نشان‌دهنده پایایی مناسب می‌باشد. جامعه آماری شامل شرکت‌های کوچک و متوسط اهواز می-باشد و برای به دست آوردن حجم نمونه از فرمول کوکران و روش نمونه‌گیری تصادفی طبقه‌ای ساده استفاده شده است که حجم نمونه برابر با 109 شرکت می-باشد. همچنین در این تحقیق با استفاده از مدل‌سازی معادلات ساختاری (SEM) به بررسی روابط علی بین متغیرهای تحقیق پرداخته شده است. نتایج حاصله نشان می-دهد هوش سازمانی به صورت مستقیم بر عملکردسازمان (با ضریب معناداری 17/1) تأثیر معناداری ندارد، این در حالی است که هوش سازمانی به طور غیرمستقیم و از طریق ظرفیت‌های بازاریابی تأثیر معناداری بر عملکرد سازمان دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The impact of organizational intelligence on organizational performance using marketing capacities

چکیده [English]

Today, due to hyper competition and complexity of rivals’ activities, companies should study their own organizational multilaterally more than before. The present study aims at investigating the impact of organizational intelligence on organizational performance considering marketing capacities in Ahwaz SMEs. Organizational intelligence is studied in two perspectives: competitive intelligence and emotional intelligence. Marketing capacities include market orientation, competitive advantage and competitive strategy. The Research methodology is library and field study while the tool to collect field data is a Likert scale questionnaire. The Cronbach’s alpha of (0/881) computed of questionnaires indicates proper reliability. Its population consists of SMEs in Ahvaz city. Kokaran formulation and simple layer random sampling techniques are used to determine sample size (109). The causal relations among variables are studiedusing structural equation modeling (SEM). The findings indicate that organizational intelligence impacts on organizational performance (significant ratio = 1.17) is not significant while organizational intelligence has a higher impact on organizational performance indirectly through marketing capacities (3/98+1/98=5/96).
 
 

کلیدواژه‌ها [English]

  • Organizational Intelligence
  • Organizational Performance
  • marketing capacities
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