تأثیر دوگانگی بازارگرایی و دوگانگی نوآوری بر عملکرد بنگاه

نوع مقاله : علمی - پژوهشی

نویسندگان

1 * کارشناسی ارشد، دانشگاه تهران (نویسنده مسئول).

2 ** دانشیار، دانشگاه تهران.

3 *** استادیار، دانشگاه تهران.

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.

کلیدواژه‌ها

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  • تاریخ دریافت: 09 تیر 1395
  • تاریخ بازنگری:
  • تاریخ پذیرش: 11 دی 1399

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