پژوهش های کارآفرینی و نوآوری

پژوهش های کارآفرینی و نوآوری

تاثیر جهت گیری کارآفرینی و نوآوری بازاریابی دیجیتال بر عملکرد شرکت با نقش واسطه ای توسعه محصول جدید و قابلیت بازاریابی و تعدیلگری پویایی محیطی (مورد مطالعه: شرکت کاله)

نوع مقاله : مقاله پژوهشی

نویسندگان
1 گروه مدیریت دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران.
2 دانشجوی دکتری مدیریت بازاریابی، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران.
10.22034/eir.2025.538903.1209
چکیده
هدف: نوآوری در بازاریابی دیجیتال و جهت‌گیری کارآفرینانه از عوامل کلیدی ارتقای عملکرد شرکت‌ها محسوب می‌شوند. پژوهش حاضر با هدف بررسی تأثیر جهت‌گیری کارآفرینانه و نوآوری بازاریابی دیجیتال بر عملکرد شرکت، با در نظر گرفتن نقش میانجی توسعه محصول جدید و قابلیت بازاریابی و همچنین نقش تعدیل‌گر پویایی محیطی، انجام شد.
روش‌شناسی :این پژوهش از نظر هدف، کاربردی و از نظر روش، توصیفی–علّی و از نوع پیمایشی است. جامعه آماری شامل مدیران و کارکنان واحدهای تحقیق و توسعه، بازاریابی، بازرگانی، فروش، طرح و برنامه شرکت کاله با حداقل سه سال سابقه کار بود. نمونه‌گیری به روش تصادفی ساده انجام شد و بر اساس جدول مورگان، از جامعه 3800 نفری، تعداد 348 نفر به عنوان نمونه انتخاب شدند. داده‌ها از طریق پرسشنامه گردآوری و برای تحلیل روابط بین متغیرها از روش حداقل مربعات جزئی (PLS) و نرم‌افزار Smart PLS استفاده شد.
یافته‌ها: نتایج نشان داد که جهت‌گیری کارآفرینانه تأثیر مثبت و معناداری بر عملکرد شرکت، توسعه محصول جدید و قابلیت بازاریابی دارد. همچنین نوآوری بازاریابی دیجیتال تأثیر مثبت و معناداری بر قابلیت بازاریابی و عملکرد شرکت دارد. توسعه محصول جدید و قابلیت بازاریابی نیز بر عملکرد شرکت تأثیر مثبت و معناداری نشان دادند. افزون بر این، نقش میانجی توسعه محصول جدید و قابلیت بازاریابی در روابط مذکور تأیید شد؛ اما نقش تعدیل‌گری پویایی محیطی مورد تأیید قرار نگرفت.
نتیجه‌گیری: یافته‌های پژوهش بیانگر آن است که جهت‌گیری کارآفرینانه و نوآوری بازاریابی دیجیتال از طریق تقویت توسعه محصول جدید و قابلیت بازاریابی، می‌توانند به بهبود عملکرد شرکت کمک کنند. با این حال، پویایی محیطی تأثیر معناداری در تعدیل این روابط نداشته است.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

The Impact of Entrepreneurial Orientation and Digital Marketing Innovation on Firm Performance with the Mediating Role of New Product Development and Marketing Capability and the Moderating Role of Environmental Dynamism (Case Study: Kalleh Company)

نویسندگان English

Azim Zarei 1
Mohsen Shafiei Nikabadi 1
Elham Sadat Kia 2
1 Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
2 Ph.D. Candidate in Marketing Management, Faculty of Economics. Management and administrative sciences, Semnan University, Semnan, Iran.
چکیده English

Objective: This study investigates the impact of entrepreneurial orientation and digital marketing innovation on company performance, considering the mediating roles of new product development and marketing capability, as well as the moderating effect of environmental dynamism.
Methodology: This research is applied in terms of purpose and employs a descriptive-causal survey design. Data were collected through a structured questionnaire distributed among managers and employees of the R&D, marketing, commerce, sales, planning, and strategy departments of Kaleh Company, all of whom had more than three years of work experience. Participants were selected using simple random sampling. Based on Morgan’s table, a sample of 348 respondents was drawn from a population of 3,800 employees. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) through Smart PLS software.
Findings: The results indicate that entrepreneurial orientation has a positive and significant effect on company performance, new product development, and marketing capability. Digital marketing innovation also positively and significantly influences marketing capability and company performance. Furthermore, both new product development and marketing capability positively and significantly affect company performance. The mediating roles of new product development and marketing capability were confirmed. However, environmental dynamism did not demonstrate a significant moderating effect on the proposed relationships.
Conclusion: The findings suggest that entrepreneurial orientation and digital marketing innovation contribute to enhanced company performance both directly and indirectly through strengthening new product development and marketing capability. Nevertheless, environmental dynamism does not significantly alter these relationships.

کلیدواژه‌ها English

Digital Marketing Innovation
Entrepreneurial Orientation
Environmental Dynamism
Firm Performance
Marketing Capability
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