طراحی الگوی عملکرد محصول جدید مبتنی بر بازارگرایی و سرعت نوآوری در صنعت چرم

نوع مقاله : مقاله پژوهشی

نویسندگان

• حسین عباسی ¹
• حبیب اله دانایی ¹
• ام البنین اسدی قربانی ²

¹ استادیار گروه مدیریت، اقتصاد و حسابداری دانشگاه پیام‌نور، تهران، ایران

² دانشگاه پیام نور، تهران، ایران

چکیده

پژوهش حاضر با هدف طراحی الگوی عملکرد محصول جدید مبتنی بر بازارگرایی و سرعت نوآوری در صنعت چرم انجام گرفته، که از نظر هدف کاربردی و از نوع توصیفی-پیمایشی است. داده‌های میدانی در سال 1396 از طریق پرسشنامه با مراجعه به 200 نفر از مدیران و دست‌اندرکاران واحدهای تولیدی و فروش چرم در شهر تبریز که به‌صورت تصادفی انتخاب گردیده بودند، جمع‌آوری شده است. تحلیل داده‌ها، آزمون فرضیات و نیز برازش مدل مفهومی پژوهش با روش مدل‌سازی معادلات ساختاری و نرم‌افزار LESREL انجام گرفته است. یافته‌ها نشان می‌دهد، بازارگرایی با ابعاد ایجاد هوشمندی، توزیع هوشمندی و پاسخگویی هم به‌صورت مستقیم و هم به‌صورت غیرمستقیم از طریق سرعت نوآوری بر عملکرد محصول تأثیر مثبت و معناداری دارد. همچنین، بازارگرایی در قالب سه متغیر فوق تأثیر مثبت بر سرعت نوآوری دارد. نتایج حاصل از بررسی روابط بین متغیرهای مستقل نشان می‌دهد، ایجاد هوشمندی و توزیع هوشمندی تأثیر قابل توجهی بر پاسخگویی به هوشمندی بازار داشته و نیز ایجاد هوشمندی تأثیر مثبت و معناداری بر توزیع هوشمندی دارد.

کلیدواژه‌ها

• بازارگرایی
• عملکرد محصول جدید
• سرعت نوآوری
• ایجاد هوشمندی
• توزیع هوشمندی

20.1001.1.20086407.1399.12.47.5.9

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عنوان مقاله [English]

"Designing a New Product Performance Model Based on Market Orientation and Innovation Speed in the Leather Industry"

نویسندگان [English]

• H. Abbasi Esfanjani ¹
• H. Danai ¹
• O. Asadi Ghorbani ²

¹ Assistant Professor of Management, Economics and Accounting, Payam Noor University, Tehran, Iran.

² Master of Business Administration, Payam Noor University of Tehran

چکیده [English]

This study aimed to design a new product performance model based on market orientation and innovation speed in the leather industry has been done. While this study is essentially an applied research and it is descriptive survey. Field data was collected using questionnaires in 2017 by referring to 200 managers and directors of leather manufacturing and sell units in Tabriz Township, that were selected randomly. Data analysis, testing hypotheses, and also fitting the conceptual model of research was performed using structural equation modeling and LISREL software. Findings indicate, market orientation in form of intelligence generation, intelligence dissemination and responsiveness influences new products performance positively and meaningfully, both directly and indirectly through innovation speed, and also have positive and meaningful effect on innovation speed. The results were obtained by surveying relationship between independent variables show, intelligence generation and intelligence dissemination have a significant effect on responsiveness to market intelligence. Finally, intelligence generation has a positive and meaningful effect on intelligence dissemination.

کلیدواژه‌ها [English]

• Market Orientation
• New Product Performance
• Innovation Speed
• Intelligence Generation
• Intelligence Dissemination

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