مفهوم پردازی راهبردهای کارآفرینانه در بازاریابی بنگاه های کوچک و متوسط کارآفرین صنایع غذایی

نوع مقاله : مروری

نویسندگان

دانشگاه تهران

چکیده

بازاریابی راهکار ارتباطی میان کسب و کار و مشتریان است. تحقیقات نشان دادند بنگاه های کارآفرین اغلب با به کارگیری رویکردهای نوآورانه به پیاده سازی اقدامات بازاریابی در کسب و کار خود اهتمام می ورزند. از این رو پژوهش حاضر با هدف مفهوم پردازی راهبردهای نوآورانه به عنوان جنبه هایی از راهبردهای کارآفرینانه در بازاریابی بنگاه های کوچک و متوسط کارآفرین در بخش صنایع غذایی ایران انجام پذیرفته است، بدین منظور از رویکرد پژوهش کیفی و راهبرد مطالعه موردی بهره گرفته شد. جامعه آماری پژوهش، مطلعین کلیدی حوزه بازاریابی و کارآفرینی می باشند. با استفاده از روش نمونه گیری هدفمند، یازده نفر از کارآفرینان فعال در صنعت مواد غذایی ایران و اساتید خبره در این حوزه انتخاب شدند. داده ها با به کارگیری مصاحبه های عمیق و نیمه ساختار یافته گردآوری، و تجزیه و تحلیل داده ها با روش تحلیل محتوای کیفی انجام شد. یافته های پژوهش حاکی از آن است که نوآوری یک فرایند مداوم و پیوسته است که شرکت های کوچک و متوسط کارآفرین را قادر می سازد تا محصولاتشان را از رقبای بزرگ متمایز نمایند. راهبردهای نوآورانه در بازاریابی این شرکت ها عبارتند از: راهبرد انعطاف پذیری در رویکردهای بازاریابی، راهبرد اصلاح و بهبود فرایندها، راهبرد تمرکز بر مشتری، راهبرد ائتلاف نوآوری در بازاریابی، راهبرد تمرکز بر بازار و راهبرد تمایز و منحصر به فرد بودن.

کلیدواژه‌ها


عنوان مقاله [English]

Conceptualizing entrepreneurial strategies in marketing of small and medium-sized food industry entrepreneurs

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