رهبری تحول‌گرا و توسعه قابلیت‌های بازاریابی: تبیین نقش میانجی جهتگیریهای استراتژیک بازارگرایی و کارآفرینی
محورهای موضوعی : مدیریت استراتژیک
ایمان حکیمی
1
(استادیار، گروه مدیریت بازرگانی و مدیریت فناوری اطلاعات، دانشگاه پیام نور)
کلید واژه: رهبری تحول‌گرا, گرایش به کارآفرینی, بازارگرایی قابلیت‌های بازاریابی, کسبوکارهای کوچک و متوسط,
چکیده مقاله :
جهتگیریهای استراتژیک، به عنوان ترکیبی از منابع، الگوهای رفتاری و جایگاه ارزشی یک شرکت در بازار در راستای ارائه محصولات و خدمات متناسب با بازار در نظر گرفته می‌شود. از سوی دیگر، لازمه تغییر و تحولات مستمر سازمانی در محیط های پویا و در حال تغییر امروز، وجود رهبران تحول آفرین است. به دلیل توجه فزاینده به عامل رهبری در ایجاد تحولات وعملکرد سازمانی در سطح دنیا در این تحقیق سعی بر آن شده است که رابطه بین رهبری تحول‌گرا و عملکرد سازمانی با میانجی‌گری جهتگیریهای استراتژیک گرایش به کارآفرینی و بازارگرایی، از ديدگاه مدیران ارشد کسبوکارهای کوچک و متوسط فعال در صنعت غذایی استان کرمان در شش ماهه اول سال 1396 مورد بررسی قرار گیرد. ابزار گردآوري اطلاعات، پرسشنامه و روش تحليل داده‌ها با استفاده از نرم‌افزارهای لیزرل و پی. ال. اس مي‌باشد. نتایج نشان می‌دهد رهبری تحول‌گرا بر هر دو سازه بازارگرایی و گرایش به کارآفرینی تأثیر معناداری داشته است؛ اما شواهد حاکی از عدم تأیید نقش میانجی بازارگرایی در ارتباط بین رهبری تحولی و قابلیت‌های بازاریابی و تأیید تأثير غیر مستقیم رهبری تحول‌گرا بر توسعه قابلیت‌های بازاریابی و بهبود عملکرد صرفاً از طریق گرایش به کارآفرینی در کسبوکارهای مورد مطالعه است.
Strategic orientations are considered as a combination of resources, behavioral patterns, and value points of a company in the market to provide products and services tailored to the market. On the other h&, the need for continuous organizational change in a dynamic and changing environment today is the presence of transformational leaders. Due to the increasing attention given to leadership in creating change and organizational performance around the world, this study tries to examine the relationship between transformational leadership and organizational performance by mediating the strategic orientations of entrepreneurship and market orientation, from the perspective of senior executives of small & medium enterprises In the food industry of Kerman Province in the first six months of 2017. The data gathering tool was questionnaire & data analysis was done by using LISREL and PLS softwares. The results show that transformational leadership has significant effect on both market and entrepreneurial tendencies; but evidence suggests a lack of support for the mediating role of market orientation in the relationship between transformational leadership & marketing capabilities; and confirming the indirect impact of transformational leadership on developing marketing capabilities & performance improvement merely through the entrepreneurship orientation in our studied businesses.
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