نقش فراکارکرد بازارشناسی در تداوم کسب و کار بین الملل با در نظر گرفتن نقش میانجیگری چابکی استراتژیک

نوع مقاله : مقاله پژوهشی - کمی

نویسندگان

1 دانشیار دانشکده مدیریت دانشگاه تهران

2 دانشجوی دکترای بازاریابی دانشکده مدیریت دانشگاه تهران

3 دانشجوی دکتری سیاست گذاری پردیس فارابی دانشگاه تهران

چکیده

امروزه کسب و کارها با بحران های اقتصادی،سیاسی و اجتماعی رو به رو هستند که باعث بروز مشکلات برای ادامه حیات آنها می شود.بحرانها شرکتهای بین المللی را با شرایط عدم قطعیت مواجه ساخته وآنها را مجبور به تفکر مجدد در ارتباط با چگونگی تداوم کسب و کار خود می سازد.لذا سازمانها همواره به دنبال سازوکاری برای تولید،چرخش و انتشار اطلاعات با هدف دستیابی به بینش در تصمیم گیریهای مرتبط با بازار هستند. روش پژوهش از نظر هدف کاربردی و از نظر گردآوری اطلاعات توصیفی – همبستگی است.جامعه آماری پژوهش را سرپرستان و کارشناسان کسب و کارهای بین المللی (صادرات و واردات) فعال در سالهای 96 تا 99 تشکیل میدهند که پس از استخراج اطلاعات آنها از طریق سازمان توسعه تجارت و اتاق بازرگانی، با روش نمونه گیری تصادفی ساده انتخاب شدند و برای آنهاپرسشنامه با طیف لیکرت ارسال شد و درنهایت اطلاعات مربوط به 382 پرسشنامه با استفاده از رویکرد معادلات ساختاری و بااستفاده از نرم افزار SmartPLS 3 مورد تجزیه و تحلیل قرار گرفت.در قسمت یافته های این پژوهش فرضیه تاثیر مستقیم فراکارکرد بازار شناسی بر کسب و کار بین الملل از منظر مدل های کسب و کار و چابکی استراتژیک مورد تایید قرارگرفت.همچنین نقش میانجی چابکی استراتژیک بر تاثیر فراکارکرد بازارشناسی بر تداوم کسب و کار بین الملل نیز مورد تایید قرار گرفت.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of Marketology in International Business continuity, considering the mediating role of strategic agility

نویسندگان [English]

  • Hashem Aghazade 1
  • Nakisa Rezaie 2
  • Mohammad Pirizadeh 3
1 Associate, professor, Faculty of Managment, University of Tehran
2 PhD Candidate of Marketing, Faculty of Managment, University of Tehran
3 Policy Making PhD Student, Farabi Campus, Faculty of Managment, University of Tehran, Qom, Iran
چکیده [English]

Today, businesses face economic, environmental, political, and social challenges that cause problems to their success and survival. Many international companies have to transform or renovate their business model due to complexities and turbulence. Hence, organizations are always in search of an effective mechanism to generate and disseminate information to achieve an intelligence/insight essential for market-relevant decision-making and action-taking. The method of this research is applied in terms of purpose and descriptive-correlational in terms of data collection. The statistical population of this study consists of supervisors and experts of international businesses (export and import) active in the years 2017 to 2020, who, after extracting their information through the Trade Development Organization and the Chamber of Commerce, were selected by simple random sampling. A questionnaire with a Likert scale was sent to them, and finally the information related to 382 questionnaires was analyzed using the structural equation approach and SmartPLS 3 software. Findings show that both direct and indirect (via strategic agility) influences of marketology on business continuity of a company that works internationally are confirmed.

کلیدواژه‌ها [English]

  • Business Success
  • International Business Continuity
  • Marketology
  • Strategic Agility

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