نوع مقاله : مقاله پژوهشی - کاربردی

نویسنده

گروه مهندسی صنایع، واحد مسجدسلیمان، دانشگاه آزاد اسلامی، مسجدسلیمان، ایران.

چکیده

هدف: ایجاد انعطاف‌پذیری در روش‌ها، فرایندها، محصول و تصمیم‌سازی‌های سازمانی در راستای پاسخگویی به‌موقع به تغییرات گسسته و پیوسته محیطی، ضروری به نظر می‌رسد. در این پژوهش به بررسی روابط مدیریتی بر عملکرد بازاریابی با نقش میانجی نوآوری در سازمان و نقش تعدیل­گری آشفتگی محیطی در شرکت فولاد خوزستان می‌پردازد. تلاطم و نوسانات شدید بازارها در جذب مشتریان و رقابت‌پذیری، نقش خلاقیت در خلق ایده‌های جدید را در سازمان‌ها برجسته می‌سازد.
روش‌شناسی پژوهش: جامعه آماری پژوهش شامل مدیران شرکت فولاد خوزستان به تعداد 33 نفر که از روش نمونه‌گیری قضاوتی، وجهت جمع­‌آوری داده­‌ها از پرسشنامه استاندارد و جهت آزمون فرضیه‌های پژوهش از روش معادلات ساختاری و نرم‌­افزار pls استفاده شده است.
یافته‌ها: نتایج پژوهش نشان می‌دهد که روابط مدیریتی بر نوآوری سازمانی، روابط مدیریتی بر عملکرد بازاریابی و نوآوری سازمانی بر عملکرد بازاریابی تاثیر مثبت و معنی‌داری داشته است؛ هم‌چنین، روابط مدیریتی از طریق نوآوری سازمانی بر عملکرد بازاریابی و آشفتگی محیطی، رابطه بین روابط مدیریتی و نوآوری‌های سازمانی تحت تاثیر قرار داده است.
اصالت/ارزش افزوده علمی: روابط مدیریتی با وجود محدودیت‌های منابعی با ایجاد بسترهای مناسب در فراهم‌سازی سیستم‌های پشتیبان در توانمندسازی منابع مادی و انسانی به خلق ایده‌های نو در شرایط آشفتگی بازارها و تنوع‌پذیری مشتریان به بهبود عملکرد بازاریابی در شرکت کمک می‌کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the effect of managerial relations on the company's performance with the mediating role of business model innovation and the moderating role of environmental disturbance in the Oxin Steel Company of Khuzestan

نویسنده [English]

  • Mohammad Sharifzadegan

Department of Industrial Engineering, Masjid Suleiman Branch, Islamic Azad University, Masjid Suleiman, Iran.

چکیده [English]

Purpose: It seems necessary to create flexibility in methods, processes, products and organizational decision-making in order to respond in time to discrete and continuous environmental changes. In this research, it examines the management relationship on marketing performance with the mediating role of innovation in the organization and the moderating role of environmental disturbance in Khuzestan Steel Company. Turbulence and extreme market fluctuations in attracting customers and competitiveness highlights the role of creativity in creating new ideas in organizations.
Methodology: The statistical population of the research includes the managers of Khuzestan Steel Company in the number of 33 people who used the judgmental sampling method to collect data from a standard questionnaire and to test the hypotheses of the research using the structural equation method and pls software.
Findings: The results of the research show that managerial relationships have a positive and significant effect on organizational innovation, managerial relationships on marketing performance, and organizational innovation on marketing performance. Also, managerial relations through organizational innovation have affected marketing performance and environmental disturbance, the relationship between managerial relations and organizational innovations.
Originality/Value: despite resource limitations, management relationships helped to improve marketing performance in the company by creating appropriate platforms in providing support systems in empowering material and human resources to create new ideas in the conditions of turbulent markets and customer diversity.

کلیدواژه‌ها [English]

  • Marketing performance
  • Management relations
  • Environmental disturbance
  • Organizational innovation
  • Khuzestan steel company
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