نوع مقاله : علمی _ پژوهشی

نویسندگان

1 دانشیار مدیریت بازرگانی، دانشگاه علامه طباطبایی

2 دانشیار مدیریت صنعتی، دانشگاه علامه طباطبایی

3 دانشجوی دکترای مدیریت بازرگانی، دانشگاه علامه طباطبایی

چکیده

مطالعات اخیر در ادبیات نظری بیانگر تاثیر هر یک از جهت­گیری­های استراتژیک بر عملکرد شرکت می­باشد. اما به اعتقاد پژوهشگران بررسی تاثیر جداگانه هر جهت­گیری بر عملکرد
نمی­تواند تصویر مناسبی از این ارتباط را نشان دهد. هدف از این مطالعه بررسی تاثیر همزمان جهت گیری­های بازار، برند و کارآفرینی بر عملکرد شرکت با در نظر گرفتن نقش تعدیل کننده متغیرهای محیطی (شدت رقابت و عدم اطمینان تقاضا) در صنعت مواد غذایی ایران می­باشد. روش پژوهش حاضر توصیفی و با استفاده از استراتژی پیمایشی اجرا شده است. شرکت­های فعال در صنعت مواد غذایی پذیرفته شده در بورس اوراق بهادار و اعضای انجمن­های صنایع غذایی تهران برای تحقیق انتخاب شدند و در نهایت مدیران ارشد 103 شرکت پرسشنامه را تکمیل نمودند. روش تجزیه و تحلیل داده­ها با استفاده از مدل معادلات ساختاری و نرم افزار SmartPLS اجرا گردیده است. نتایج تحقیق حاکی از این است که جهت­گیری­های کارآفرینی و برند بطور مستقیم با عملکرد شرکت در ارتباط می­باشند و بازارگرایی بطور غیر مستقیم و از طریق جهت­گیری کارآفرینی با عملکرد شرکت در ارتباط است. شدت رقابت و عدم اطمینان تقاضا تاثیر تعدیل کننده مثبتی بر رابطه جهت­گیری کارآفرینی و عملکرد شرکت داشته است و عدم اطمینان تقاضا رابطه برندگرایی و عملکرد شرکت را تعدیل می­نماید. همچنین شدت رقابت و عدم اطمینان تقاضا اثر تعدیل­کننده معنی­داری بر رابطه بازارگرایی و عملکرد شرکت نداشته است.

کلیدواژه‌ها

عنوان مقاله [English]

Strategic Orientation Model and its Impact on Firm Performance: The Moderating Role of Environmental Turbulence (case study: food industry of Iran)

نویسندگان [English]

  • Zohreh Dehdashti Shahrokh 1
  • Nader Mazloomi 1
  • mohamadtaghi taghavifard 2
  • Hasan Biabani 3

1 Associate professor /Allameh Tabataba,i University

چکیده [English]

Literature review reveals that strategic orientations have an impact on firm performance. Researchers believe that studying each orientation separately cannot present a suitable image of this relationship. The purpose of this research to study the impact of market, brand and entrepreneurial orientations on firm performance by considering the moderating impact of environmental variables in food industry of Iran. Research method is descriptive of survey type. The firms that are a member of securities and exchange organization and a member of food industries association were selected and ultimately 103 executives of these companies completed the questionnaires and the data was analyzed by using structural equation modeling and Smart PLS software.
The results show that the Entrepreneurial and Brand orientations have a direct impact on firm’s performance and Market orientation has indirect impacts through Entrepreneurial orientation on firm performance. Competition intensity and demand uncertainty have a positive moderating effect on Entrepreneurial orientation and firm’s performance. Demand uncertainty moderating the relationship between brand orientation and firm’s performance. Also, competition intensity and demand uncertainty did not have a moderating effect on the relationship between market orientation and firm performance

کلیدواژه‌ها [English]

  • strategic orientation
  • Market Orientation
  • Brand Orientation
  • Entrepreneurial Orientation
  • Delphi Technique and Environment Turbulence
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