08 خرداد 1403
سيد يعقوب حسيني

سید یعقوب حسینی

مرتبه علمی: دانشیار
نشانی: دانشکده کسب و کار و اقتصاد - گروه مدیریت بازرگانی
تحصیلات: دکترای تخصصی / مدیریت
تلفن: 07731222124
دانشکده: دانشکده کسب و کار و اقتصاد

مشخصات پژوهش

عنوان
تاثیر بازارمحوری، یادگیری سازمانی و انطباق آمیخته بازاریابی بر عملکرد بازار، با تاکید بر نقش میانجی نوآوری برند
نوع پژوهش پارسا
کلیدواژه‌ها
Keywords: Market Orientation, Organizational Learning, Marketing Mix Adoptation, Brand Innovation, Market Performance, Knowledge-Based Enterprises.
پژوهشگران فاطمه محمدی آذر تکله (دانشجو) ، عبدالمجید مصلح (استاد راهنما) ، سید یعقوب حسینی (استاد مشاور)

چکیده

Background: Market Performance is used as indicator for market valuation. Several factors are used to measure this index, and many elements contribute to changing this index. In this research, market performance has been evaluated based on market orientation of companies, organizational learning, marketing mix adaptation and innovation. Purpose: The main goal of this study is to measure the effect of market orientation, organizational learning and marketing mix adaptation of marketing on market performance with emphasis on the mediator role of brand innovation. Methodology: The present research is in the field of applied research and in terms of data collection, descriptive correlations are used. The statistical population of the study consists of managers and employees of the knowledge-based enterprises of Shiraz city. Sampling method is available indirectly. 90 firms were studied. A structural equation modeling has been used to analyze the research data. Analysis of data collected using Spss19 and PLS Smart (partial least squares) software, one of the methods of structural equation modeling. Findings and Conclusion: Research findings show that market orientation has a positive effect on performance and innovation. In this research, the effect of organizational learning on innovation and innovation on performance was also confirmed. The research findings also show that the marketing mix has a positive effect on the performance, and among the dimensions of the marketing mix, the effect of price is negative and the effect of promotion is positive. In this research, the effect of distribution and product were not approved.