بررسی تأثیر ویژگی‌های درون‌سازمانی بر مزیت رقابتی با نقش میانجی بازاریابی کارآفرینی در سازمان‌های دانش‌بنیان فعال در پارک علم و فناوری استان لرستان

مدیریت بهره‌وری

دوره 17، 1(64)بهار، فروردین 1402، صفحه 71-92   

نوع مقاله: علمی پژوهشی

شناسه دیجیتال (DOI): 10.30495/qjopm.2022.1957054.3358

نویسندگان

لیلا یاراحمدی¹؛ محسن عارف نژاد^{* 2}؛ حجت وحدتی³

¹کارشناسی ارشد گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، لرستان، ایران

²استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، لرستان، ایران.

³دانشیارگروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، لرستان، ایران

چکیده

در محیط پیچیده امروز لازمه موفقیت سازمان‌ها کسب مزیت رقابتی است، مزایای مربوط به ویژگی‌های درون‌سازمانی به‌طور اثربخش موفقیت رقابتی یک سازمان را تعیین می‌کند. سازمان‌های دانش‌بنیان که در تولید ثروت و ارزش افزوده در یک جامعه نقش مهمی دارا می‌باشند، بایستی خود را با تغییر و تحولات نوظهور در محیط نوین سازمان همراه کنند و در این محیط رقابتی برای کسب مزیت رقابتی تلاش کنند. در پژوهش حاضر به تأثیر ویژگی‌های درون‌سازمانی بر مزیت رقابتی با نقش میانجی بازاریابی کارآفرینانه در سازمان‌های دانش‌بنیان فعال در پارک علم و فناوری لرستان پرداخته شده است. روش تحقیق در این پژوهش توصیفی پیمایشی و از نوع کاربردی است، جامعه پاسخگویان این پژوهش 120 نفراز کارشناسان سازمان‌های دانش‌بنیان فعال در پارک علم و فناوری استان لرستان بود که با استفاده از جدول مورگان 92 نفر به روش تصادفی ساده به‌عنوان نمونه انتخاب شدند برای جمع‌آوری داده‌های پژوهش از پرسشنامه استاندارد استفاده گردید و پایایی به روش آلفای کرونباخ و پایایی ترکیبی و روایی به روش همگرا سنجیده شد. برای تجزیه‌وتحلیل داده‌ها از رویکرد مدل‌سازی معادلات ساختاری و نرم‌افزار smart pls استفاده شد. نتایج پژوهش حاکی از آن است، ویژگی‌های درون سازمان (صلاحیت همکاری، مکانیزم اداری، حمایت سازمانی، انعطاف‌پذیری برنامه‌ریزی، مدت برنامه‌ریزی) هم به‌صورت مستقیم و هم غیرمستقیم از طریق بازاریابی کارآفرینی بر مزیت رقابتی اثرمی­گذارند.

کلیدواژه‌ها

بازاریابی کارآفرینی؛ شرکت‌های دانش‌بنیان؛ مزیت رقابتی؛ ویژگی‌های درون‌سازمانی

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