05 خرداد 1403
منيژه بحريني زاد

منیژه بحرینی زاد

مرتبه علمی: دانشیار
نشانی: دانشکده کسب و کار و اقتصاد - گروه مدیریت بازرگانی
تحصیلات: دکترای تخصصی / مدیریت بازرگانی
تلفن: 07733442125
دانشکده: دانشکده کسب و کار و اقتصاد

مشخصات پژوهش

عنوان
تاثیر بازاریابی درونی بر هوش سازمانی و نوآوری فناورانه در موسسات دانش بنیان
نوع پژوهش پارسا
کلیدواژه‌ها
internal marketing, organizational intelligence, technological innovation,internal communication, employees’ development, reward systems.
پژوهشگران احمد اله یاری بوزنجانی (دانشجو) ، عبدالمجید مصلح (استاد راهنما) ، منیژه بحرینی زاد (استاد مشاور)

چکیده

Context: How to cope with environmental dynamics and pioneering in today's turbulent markets using technological innovation is an issue that has become a concern for many institutions and companies. Such success will be achieved In light of high organizational intelligence against the surrounding environment and then respond appropriately to the changes. But such success in the first step requires attention to the internal market and competent human resources that creates sustainable competitive advantage for organization. Objective: the aim of this study is to investigate the effect of internal marketing on organizational intelligence and technological innovation in knowledge - based enterprises. Methodology: a total of 39 enterprises in Fars Science and Technology Park (FSTP) were studied and data's were gathered. Finally, the structural equation modeling with partial least square aproach was used to examine hypotheses. Findings: it is determined that each dimension of internal marketing on organizational intelligence have a positive and significant effect. Also, employees development has a positive and significant effect on technological innovation, while, internal communication and reward systems have no significant and positive effect on thechnological innovation. Also, as the findings shows, organizational intelligence positively and significantly affects technological innovation. Conclusion: results show that, internal relation, employyes development and reward systems, repectively have more positive effect on organizational intelligence. Also, organizational intelligence partially mediates the relations between internal marketing, employees’ development and technological innovation. Furthermore, it is determined that internal relations and reward systems have no direct effect on technological innovation, but, indirectly by increasing organizational intelligence affects technological innovation of enterprises.