نقش بازارگرایی و ابعاد آن در بهبود عملکرد کسب و کارهای کوچک و متوسط : یک فراتحلیل

نوع مقاله : مقاله پژوهشی - کمی

نویسندگان

1 گروه مدیریت، واحد اهواز، دانشگاه آزاد اسلامی، اهواز، ایران

2 استادیار، گروه مدیریت، واحد اهواز، دانشگاه آزاد اسلامی، اهواز، ایران

چکیده

بازارگرایی در دهه‌های اخیر به یک موضوع مورد علاقه و توجه پژوهشگران تبدیل شده است. این علاقه هم در بین صاحب نظران و هم در بین مدیران شرکت‌های تازه ظهور یافته مورد توجه است، زیرا بازارگرایی به عنوان عامل استقرار مفهوم بازاریابی قلمداد می‌رود. پژوهش‌های زیادی در زمینه تاثیر نقش بازارگرایی در بهبود عملکرد کسب و کارهای کوچک و متوسط انجام شده است اما پژوهش حاضر که از نظر هدف بنیادی و از نظر نحوه گردآوری داده ها، توصیفی است نتایج حاصل از این پژوهش ها را برای بدست آوردن نتیجه جهان شمول به روش فراتحلیل مطالعه و تجزیه و تحلیل قرار داده است. بنابراین بامرور سیستماتیک سایت‌های مجلات مرتبط، پایگاه‌‌های علمی و گوگل که مقالاتی به زبان انگلیسی منتشر نموده بودند بررسی شدند و به عنوان جامعه پژوهش مورد مطالعه قرارگرفتند. در نهایت 53 مطالعه واجد شرایط بر اساس معیارهای تعیین شده جهت ورود به فراتحلیل شناسایی و داده‌های بدست آمده با استفاده نرم افزار CMA2 تحزیه و تحلیل شدند. نتایج نشان داد مقدار اندازه اثر کل 354/0 بوده که حاکی از رابطه مثبت بازارگرایی و با عملکرد کسب و کارهای کوچک می‌باشد. همچنین تحلیل ابعاد بازارگرایی نیز نشان داد مشتری‌گرایی با اندازه اثر 385/0 و رقیب‌گرایی با اندازه اثر 292/0 به ترتیب بیشترین و کمترین اندازه اثر را با عملکرد کسب و کارهای کوچک و متوسط را دارند.

کلیدواژه‌ها


عنوان مقاله [English]

The Role of Market Orientation and It's Dimension in Improvement of SMEs Performance: A Meta-analysis

نویسندگان [English]

  • Zahra Mohammadinejad 1
  • Ghasem Bakhshandeh 2
1 Department of Management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran
2 Assistant Professor Department of Management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran
چکیده [English]

In the last decades, market orientation has become a topic of interest and attention of researchers. This interest is considered by both experts and managers of emerging companies, because market orientation is considered as a factor in establishing the concept of marketing. Many studies have been conducted on the impact of the role of market orientation and its dimensions on improving the SMEs’ performance, however, the present study, which is basic in terms of purpose and Descriptive in terms of data collection, has studied and analyzed the results of these studies to obtain a universal result by meta-analysis. Therefore, by systematically reviewing the sites of related journals, scientific databases and Google that published articles in English were reviewed and studied as a research community. Finally, 53 qualify studies were identified based on the criteria set for inclusion in the meta-analysis, and the data obtained were analyzed using CMA2 software. The results indicated that the total effect size equal 0.354 which indicates a positive relationship between market orientation and SMEs’ performance. For there more, the analysis of market orientation dimensions indicated that customer orientation with an effect size of 0.385 and competitor orientation with an effect size of 0.292 have the highest and lowest effect sizes with the SMEs’ performance, respectively.

کلیدواژه‌ها [English]

  • Market orientation
  • Business performance
  • Small and medium-sized businesses
  • SME
  • Meta-analysis
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