ارتباط میان رهبری تحول‌آفرین، بازاریابی داخلی و گرایش کارآفرینانه (مورد مطالعه: شرکت ملی مناطق نفت‌خیز جنوب)

نوع مقاله : مقاله پژوهشی - کمی

نویسندگان

1 استادیار دانشکدة کارآفرینی، دانشگاه تهران

2 کارشناس ارشد مدیریت بازرگانی، دانشگاه آزاد اسلامی، مرکز بین‌المللی خلیج‌فارس

3 دانشجوی کارشناسی ارشد مدیریت بازاریابی، دانشگاه آزاد اسلامی، علوم و تحقیقات خوزستان

چکیده

پژوهش حاضر با هدف بررسی ارتباط میان رهبری تحول‌آفرین، بازاریابی داخلی و گرایش کارآفرینانه در شرکت ملی مناطق نفت‌خیز جنوب صورت گرفته است. این پژوهش از نوع کاربردی و به‌صورت توصیفی- همبستگی است. جامعة آماری پژوهش شامل 320 نفر از کارشناسان و سرپرستان بیست ادارة تابعة مدیریت تدارکات و امور کالا بوده است که با استفاده از روش نمونه‌گیری طبقه‌ای تصادفی، 143 نفر نمونه درنظر گرفته شد. جمع‌آوری داده‌ها براساس پرسشنامة استاندارد انجام گرفت که روایی آن را اعضای هیئت‌علمی دانشگاه و پایایی آن را روش پایایی ترکیبی و آلفای کرونباخ تأیید کرد. تجزیه ‌و تحلیل اطلاعات با استفاده از روش مدل‌سازی معادلات ساختاری و نرم‌افزار Smart PLS-2 صورت پذیرفت. نتایج نشان داد رهبری تحول‌آفرین بر گرایش کارآفرینانه با شدت (409/0)، رهبری تحول‌آفرین بر بازاریابی داخلی با شدت (493/0) و همچنین، بازاریابی داخلی بر گرایش کارآفرینانه با شدت (381/0) تأثیر دارد و درنهایت بازاریابی داخلی در تأثیر رهبری تحول‌آفرین بر گرایش کارآفرینانه با شدت (188/0) به‌عنوان میانجی‌گری جزئی تأثیرگذار است.
 

کلیدواژه‌ها

عنوان مقاله [English]

Relationship Between Transformational leadership, Internal Marketing and Entrepreneurial Orientation (The Case of: National Iranian South Oil Company)

نویسندگان [English]

  • Morteza Akbari 1
  • saheb imani 2
  • Mehdi Ghobadnezhad 3
  • Rahim Rahimi 3
1 Assistant Professor, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.
2 Department of Business Management, Persian Gulf International Branch, Islamic Azad University, Khorramshahr, Iran
3 Department of Marketing Management, Science and Research Khuzestan Branch, Islamic Azad University, Ahwaz, Iran.
چکیده [English]

The present study evaluates relationship between Transformational leadership, Internal Marketing and Entrepreneurial Orientation of departments within the material procurement management at national Iranian south oil company. The purpose of this research is based on the type of application, as a method of obtaining data from a descriptive and correlation method. Statistic population included of 320 experts and managers working in departments within the material procurement management that using stratified random sampling and Cochran formula, 143 selected as the sample size. Data was gathering by questionnaire that validity of faculty members and reliability using a composite reliability and Cronbach's alpha confirmed. Data analysis using structural equation modeling (SEM) with partial least squares (PLS) approach and Smart PLS software conducted. Results indicated a positive influence of Transformational leadership on entrepreneurial orientation (0.409), Transformational leadership on internal marketing (0.493) as well as internal marketing on entrepreneurial orientation (0.381) and internal marketing as a mediator in the effect of Transformational leadership on entrepreneurial orientation intensity (0.188) influence.  
 

کلیدواژه‌ها [English]

  • Transformational Leadership
  • Internal marketing
  • Entrepreneurial Orientation
  • Material procurements Management
  • Partial Mediation

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