نقش پراکندگی قابلیت‌های بازاریابی بین‌المللی بر برنامه های استراتژی بازاریابی و عملکرد کسب و کار با نقش تعدیلگر پویایی بازار و هماهنگی و همسویی بازاریابی بین‌المللی

نوع مقاله : مدیریت کارآفرینی( مدیریت کسب­‌وکار، فرایندهای کسب­‌وکار، سیاست‌های کارآفرینانه، کارآفرینی سازمانی، اکوسیستم کارآفرینی، فضای کسب­‌وکار، مدل‌های کسب­‌وکار، چرخه حیات کسب و کارها، . . . )

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی،واحد تنکابن ،ایران . رئیس انجمن مدیریت کسب کار ایران

2 دکترای مدیریت منابع انسانی ،گروه مدیریت ، واحد تنکابن ، دانشگاه آزاد اسلامی، تنکابن ،ایران ، دبیر انجمن مدیریت کسب و کار استان مازندران

چکیده

هدف این تحقیق بررسی نقش پراکندگی قابلیت‌های بازاریابی بین‌المللی بر برنامه های استراتژی بازاریابی و عملکرد کسب و کار با نقش تعدیلگر پویایی بازار و هماهنگی و همسویی بازاریابی بین‌المللی می‌باشد. تحقیق حاضر به لحاظ هدف، کاربردی و از نظر ماهیت و شیوه جمع‌آوری اطلاعات، توصیفی ـ پیمایشی؛ و به طور مشخص مبتنی بر مدل‌یابی معادلات ساختاری می‌باشد. جامعه آماری در تحقیق حاضر، کارکنان و صاحبان کسب و کارها و شرکت‌های صادراتی محصولات غذایی در استان تهران می‌باشند که به تقریب 2600 نفر می‌باشند که بر طبق جدول مورگان تعداد 335 نفر به‌عنوان نمونه در نظر گرفته شده‌اند. روش نمونه‌گیری در این تحقیق روش خوشه‌ای می‌باشد. ابزار گردآوری در تحقیق حاضر از پرسشنامه‌ای که در تحقیق گنیزی و ایتزاک (2019) ارائه گردیده می‌باشد. نتایج جهت بررسی برازش مدل کلی که هر دو بخش مدل اندازه گیری و ساختاری را کنترل می‌کند، از معیار GoF استفاده گردید، که میانگین مقادیر اشتراکی و میانگین مقادیر R Squares بر اساس مقدار GOF برابر است با 66/0 که برازش قوی مدل را نشان می‌دهد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The role of dispersion of international marketing capabilities on marketing strategy plans and business performance with the role of modifier of market dynamics and coordination and alignment of international marketing

نویسندگان [English]

  • Mohammad Hadi Asgari 1
  • mahdi khodaparast 2
1 Assistant Professor of Business Management, Islamic Azad University of Tonekabon, Iran. President of Iran Business Management Association
2 PhD in Human Resource Management, Department of Management, Tonkabon Branch, Islamic Azad University, Tonkabon, Iran, Secretary of Business Management Association of Mazandaran Province
چکیده [English]

The purpose of this research is to investigate the role of dispersion of international marketing capabilities on marketing strategy plans and business performance with the role of modifier of market dynamics and coordination and alignment of international marketing. The current research is applied in terms of purpose and descriptive-survey in terms of the nature and method of data collection. And it is specifically based on structural equation modeling. The statistical population in this research is the employees and owners of businesses and food product export companies in Tehran province, which are approximately 2600 people, and according to Morgan's table, 335 people are considered as a sample. The sampling method in this research is the cluster method. The collection tool in the present research is from the questionnaire presented in the research of Ghenizi and Itzak (2019).Results To check the fit of the overall model, which controls both the measurement and structural model parts, the GoF criterion was used, which means the average values of commonality and the average values of R Squares based on the value of GOF is equal to 0.66, which shows the strong fit of the model.

کلیدواژه‌ها [English]

  • Interfirm dispersion
  • international marketing capabilities
  • marketing strategy
  • business performance
  • market dynamics
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