نویسندگان
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* کارشناسی ارشد، دانشگاه تهران (نویسنده مسئول).
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** دانشیار، دانشگاه تهران.
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*** استادیار، دانشگاه تهران.
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نوع مقاله : علمی - پژوهشی
چکیده
چکیده با توجه به رقابت روزافزون در کسب‌وکارهای صنایع غذایی و نقش مهم مؤلفه‌هایی همچون بازارگرایی و نوآوری در کمک به بنگاهها برای دستیابی به موفقیت در فضای پویای کسب‌وکارهای کنونی و همچنین با توجه به اهمیت عامل دوگانگی در دستیابی بنگاه به مزیت رقابتی، در پژوهش حاضر، تأثیر دوگانگی بازارگرایی و دوگانگی نوآوری بر عملکرد بنگاههای فعال صنایع غذایی بررسی شده است؛ به این منظور اطلاعات مدیران و کارشناسان بنگاههای فعال صنایع غذایی شرکت‌کننده در بیست‌و‌یکمین «نمایشگاه بین‌المللی صنایع کشاورزی، مواد غذایی، ماشینآلات و صنایع وابسته» از طریق ابزار پرسشنامه گردآوری‌شده و با روش مدل‌سازی معادلات ساختاری تجزیه‌وتحلیل شد. نتایج نشان میدهد توجه همزمان بر بُعد اکتشاف و بهره‌برداری در بازارگرایی بر ویژگی دوگانگی نوآوری در بنگاه تأثیر مثبت و مستقیم دارد؛ همچنین دوگانگی بازارگرایی از طریق دوگانگی نوآوری به‌صورت غیرمستقیم بر بهبود عملکرد بنگاهها تأثیرگذار است.
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