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سلیلی, سیده سروناز, حمیدی زاده, محمدرضا, قره چه, منیژه, حاجی کریمی, عباسعلی. (1398). کارکردهای مدیریت دانش بازاریابی بر توانمندسازی مزیت های رقابتی. کاوش‌نامه زبان و ادبیات فارسی, 11(21), 403-425. doi: 10.22034/jbar.2019.1563
سیده سروناز سلیلی; محمدرضا حمیدی زاده; منیژه قره چه; عباسعلی حاجی کریمی. "کارکردهای مدیریت دانش بازاریابی بر توانمندسازی مزیت های رقابتی". کاوش‌نامه زبان و ادبیات فارسی, 11, 21, 1398, 403-425. doi: 10.22034/jbar.2019.1563
سلیلی, سیده سروناز, حمیدی زاده, محمدرضا, قره چه, منیژه, حاجی کریمی, عباسعلی. (1398). 'کارکردهای مدیریت دانش بازاریابی بر توانمندسازی مزیت های رقابتی', کاوش‌نامه زبان و ادبیات فارسی, 11(21), pp. 403-425. doi: 10.22034/jbar.2019.1563
سلیلی, سیده سروناز, حمیدی زاده, محمدرضا, قره چه, منیژه, حاجی کریمی, عباسعلی. کارکردهای مدیریت دانش بازاریابی بر توانمندسازی مزیت های رقابتی. کاوش‌نامه زبان و ادبیات فارسی, 1398; 11(21): 403-425. doi: 10.22034/jbar.2019.1563

کارکردهای مدیریت دانش بازاریابی بر توانمندسازی مزیت های رقابتی

کاوش‌های مدیریت بازرگانی
مقاله 17، دوره 11، شماره 21، شهریور 1398، صفحه 403-425    اصل مقاله (884.31 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22034/jbar.2019.1563
نویسندگان
سیده سروناز سلیلی* 1؛ محمدرضا حمیدی زاده2؛ منیژه قره چه3؛ عباسعلی حاجی کریمی3
1دانشجوی دکتری مدیریت بازرگانی گرایش یازاریابی، دانشگاه شهید بهشتی
2استاد گروه مدیریت بازرگانی، دانشگاه شهید بهشتی
3دانشیار گروه مدیریت بازرگانی، دانشگاه شهید بهشتی
چکیده
سرمایه­های­ سازمان تنها، سرمایه مالی و فیزیکی نیست بلکه سرمایه دانشی افراد مهمتر از آن است. در این عصر، دانش به عنوان یک مزیت رقابتی مهم می­تواند در موفقیت و افول کسب و کارها نقش اساسی داشته باشد. در بازارهای رقابتی، بسیاری از سازمان­ها با این موضوع سروکار دارند. از این­رو، پژوهش حاضر به بررسی تاثیر مدیریت دانش بازاریابی بر مزیت رقابتی با در نظر گرفتن نقش واسطه­ای متغیرهای قابلیت نوآوری و عملکرد سازمانی می­پردازد. جامعه آماری این پژوهش شرکت­های پخش فعال در صنعت FMCG در ایران است که تعداد 96 شرکت به­صورت تصادفی ساده به عنوان نمونه انتخاب شدند، داده­ها از طریق پرسشنامه استاندارد با 34 سوال جمع­آوری شدند. پایایی پرسشنامه از طریق محاسبه ضریب آلفای کرونباخ بررسی شد و روایی آن از طریق روایی واگرا و روایی همگرا مورد سنجش قرار گرفت. برای آزمون فرضیه­های پژوهش از مدلسازی معادلات ساختاری (SEM) از طریق نرم­افزار PLS3 انجام شد. نتایج پژوهش نشان داد که مدیریت دانش بازاریابی بر قابلیت نوآوری، عملکرد سازمان و مزیت رقابتی تاثیر مثبت و معنادای دارد. قابلیت نوآوری نیز بر مزیت رقابتی و عملمرد سازمانی تاثیر مثبت و معنادرای دارد. در نهایت عملکرد سازمانی بر مزیت رقابتی تاثیر مثبت و معناداری دارد. در انتها نیز پیشنهادهایی کاربردی ارائه شد.
کلیدواژه‌ها
مدیریت دانش بازاریابی؛ قابلیت نوآوری؛ عملکرد سازمانی؛ مزیت رقابتی؛ مدلسازی معادلات ساختاری
عنوان مقاله [English]
Marketing Knowledge Management Functions on Empowering Competitive Advantages
نویسندگان [English]
Seyedeh Seronaz Salehi1؛ Mohammad Reza Hamidizadeh2؛ Manizeh Gharecheh3؛ Abbas Ali Haji Karimi3
1PhD student in Business Management, Shahid Beheshti University
2Professor, Department of Business administration, Shahid Beheshti University
3Associate Professor, Department of Business administration, Shahid Beheshti University
چکیده [English]
The capital of an organization is not just financial and physical capitals, rather personnel's knowledge capital is more important than that. In present time, knowledge as an important competitive advantage can play a key role in the success and decline of businesses. In competitive markets, many organizations deal with this issue. Therefore, the present study investigates the impact of marketing knowledge management on competitive advantage by considering the mediating role of variables of innovation capability and organizational performance. The statistical population of this research is the FMCG industry broadcasting companies in Iran. The 96 companies were selected by simple random sampling. Data were collected through standard questionnaire with 34 questions. The reliability of the questionnaire was calculated by Cronbach's alpha coefficient and its validity was measured by divergent and convergent method. Structural equation modeling (SEM) was performed using PLS3 software to test the research hypotheses. The results showed that marketing knowledge management had a positive and significant effect on innovation capability, organizational performance and competitive advantage. Innovation capability also has a significant and positive impact on competitive advantage and organizational performance. Finally, organizational performance has a positive and significant effect on competitive advantage. Finally, practical suggestions were provided.
کلیدواژه‌ها [English]
Marketing Knowledge Management, Innovation Capability, Organizational Performance, Competitive Advantage, Structural Equation Modeling
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