تاثیر جایگاه بازاریابی‌کارآفرینانه بر پایداری شرکت‌های دانش‌بنیان با تاکید بر نوسازی استراتژیک

نوع مقاله : مقاله پژوهشی - کمی

نویسندگان

1 دانشجوی کارشناسی ارشد، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

2 استادیار، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

3 استاد، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

چکیده

دوام و پایداری شرکت‌های دانش‌بنیان، در شرایط ابهام و عدم‌اطمینان و وجود خطرات ناشی از تغییرات محیطی، مسئله مهمی محسوب می‌شود. شناسایی عواملی که سبب ایجاد ارزش‌بلندمدت و پایداری این شرکت‌ها می‌گردد، می‌تواند دوام و پایداری این شرکت‌ها را تضمین کند. بدین منظور هدف پژوهش حاضر بررسی تاثیر بازاریابی‌کارآفرینانه، خلق ارزش مشترک و سبک ‌رهبری‌کارآفرینانه بر پایداری شرکت‌های دانش‌بنیان و بررسی اثر تعدیل‌کنندگی نوسازی‌استراتژیک در رابطه خلق ارزش‌مشترک و پایداری‌شرکتی می‌باشد. پژوهش ازنظر هدف کاربردی و ازنظر ماهیت و روش توصیفی- همبستگی است. جامعه‌آماری پژوهش شرکت‌های دانش‌بنیان نوع دو معرفی شده از سوی معاونت علم‌وفناوری ریاست جمهوری می‌باشند که حداقل 3 سال از عمر شرکت آن‌ها گذشته است. نمونه‌آماری نیز 223 شرکت‌ می‌باشد که به روش نمونه‌گیری دردسترس انتخاب شدند. ابزار گردآوری‌ داده‌ها پرسشنامه محقق ساخته می‌باشد که پایایی آن با میزان آلفای کرونباخ 91/0 تایید شده است. تجزیه و تحلیل داده‌ها با استفاده از روش کمی، مدل‌یابی معادلات رگرسیون، رویکرد پی‌ ال اس و نرم‌افزار اسمارت پی ال اس نسخه 2 صورت گرفت. نتایج به‌دست آمده نشان می‌دهد که بازاریابی‌کارآفرینانه و خلق ارزش مشترک در سطح اطمینان 95 درصد بر پایداری‌‌شرکت‌های دانش‌بنیان تاثیر مثبت و معنادار دارند. هم‌چنین بازاریابی‌کارآفرینانه، سبک رهبری‌کارآفرینانه و نوسازی‌استراتژیک در سطح اطمینان 95 درصد بر خلق ارزش مشترک تاثیر می‌گذارد و متغیر نوسازی‌استراتژیک نیز رابطه خلق ارزش مشترک و پایداری‌شرکتی را به‌صورت مثبت تعدیل می‌کند.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Entrepreneurial Marketing on the Sustainability of Knowledge-Based Companies with an Emphasis on Strategic Renewal

نویسندگان [English]

  • Fatemeh Sharaei 1
  • Amir Mohammad Colabi 2
  • Seyed Hamid Khodadad Hosseini 3
1 MSc. Student, Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran
2 Assistant Professor, Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran
3 Professor, Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran
چکیده [English]

Under the environmental uncertainty and ambiguity and the dangers of environmental changes, stability and sustainability of knowledge-based companies are considered essential issues. Identifying the factors which create long term value and sustainability for these corporates can ensure corporates stability and sustainability. So far, the current study pursues two purposes: first, evaluating the role of entrepreneurial marketing, creating shared value and the Style of entrepreneurial leadership in knowledge-based corporates sustainability, and second, studying the role of the moderating effect of strategic renewal in creating shared value and corporates sustainability. In terms of the purpose the study is a developmental-applied research and is correlation-descriptive in nature. The statistical population is composed of knowledge-based corporates type II introduced by science and technology vice-presidency and have been operating at least for three years. The sample is composed of 223 corporates which are selected by available sampling method. The data collected using researcher-made questionnaire and its reliability is confirms by Cronbach's alpha (0.91). The data analysis was done applying structural equation modeling by Smart-PLS 2.0. The results show that the entrepreneurial marketing and creating shared value have positive and significant influence on the knowledge-based corporates sustainability (the confidence level is 95%). Entrepreneurial marketing, method of leadership and strategic renewal also with the confidence level equal to 95%, affect creating shared value. The variable strategic renewal positively moderates the relationship between creating shared value and corporates sustainability.

کلیدواژه‌ها [English]

  • Corporate Sustainability
  • Create Shared value
  • Entrepreneurial leadership style
  • Entrepreneurial Marketing
  • Strategic Renewal

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