تبیین و توسعه مفهومی نظریه بازاریابی کارآفرینانه

نوع مقاله : علمی - پژوهشی

نویسندگان

دانشگاه شهید بهشتی

چکیده

     بازاریابی کارآفرینانه به عنوان یک پارارایم جدید در بازاریابی ظهور کرده است تا به سازمان­ها در فضای دارای تحولات شدید کمک کند. این مفهوم که در سال­های اخیر مطرح گردیده است، توسط پژوهشگران مختلف مورد بررسی قرارگرفته است، اما توجه کافی به این نکته نشده است که به­کارگیری این رویکرد بدون در نظرگرفتن الزامات پارادایمی که ریشه در تبار اصلی آن دارد، نتایج مورد انتظار را به همراه نخواهد داشت. بنابراین لازم است به شکلی دقیق­تر مشخص گردد بازاریابی کارآفرینانه در کدام شرایط و با چه مفروضاتی در سازمان­ها پیشنهاد می­گردد. به همین جهت این مقاله به توسعه مفهومی بازاریابی کارآفرینانه طبق روش­شناسی پژوهشی لینهام (2002) می­پردازد و طی چهار گام پیشنهادی وتن(2002) سعی می­شود عمق بیشتری به نظریه بازاریابی کارآفرینانه داده شود. گام اول سازه­های تشکیل­دهنده این مفهوم مطرح می­شوند، گام دوم ارتباط میان سازه­ها تبیین می­شود. گام سوم ارتباط بازاریابی کارآفرینانه با دو حوزه نظری: 1- رویکرد تاثیرساز[1]  مستخرج از ادبیات کارآفرینی و 2- منطق مبتنی بر خدمت[2] مستخرج از ادبیات بازاریابی تشریح می­گردد. گام چهارم با استفاده از پیکربندی­های متفاوت از استراتژی­سازی تحلیل می­گردد که بازاریابی کارآفرینانه با مفروضات رویکرد تحول­گرا و هم­چنین شکل­دهی سازگار است. این بدین معناست که بازاریابی کارآفرینانه در بستری کارکرد واقعی خود را خواهد داشت که دو شرط اساسی حاکم باشد: اول آنکه غیرقابل پیش­بینی باشد و دوم آنکه بر این باور باشند که محیط قابل شکل دادن و کنترل شدن توسط سازمان­ها است و با مفروضات کارآفرینی تفاوت دارد.[1] effectuation[2] Service-dominant logic

کلیدواژه‌ها

عنوان مقاله [English]

Concept Development of the Entrepreneurial Marketing Theory

نویسندگان [English]

  • Seyed Mahmoud Hosseini
  • Manijeh Ghareche
  • Mohammad osoolian
  • Marzieh Nasiri
shahid Beheshti University
چکیده [English]

Objective: Entrepreneurial marketing (EM) has emerged as a new paradigm in marketing in order to assist the firms operating in turbulent environments. Although many researches have been carried out in the field of EM, enough attention was not dedicated to the issue that applying EM will not lead to the desired outcomes unless related basic assumptions are taken into consideration. In other words, it is needed to shed a light on the situation consistent with EM and its underlying assumptions. 
Methodology: Thus this paper focuses on the concept development of EM based on the methodology suggested by Lynham. According to the four steps proposed by Whetten.
Finding:  Firstly, the constructs defining EM are discussed. Secondly, the way that the marketing orientation (MO) and entrepreneurial orientation (EO) are related is demonstrated. Thirdly, the effect of two main theories on EM development is studied. One is effectuation which is extracted from entrepreneurship literature, and the other one is service-dominant logic drawn from the literature of marketing. 
Result: Lastly, frameworks elaborating on strategy formulation are analyzed, and then it is concluded that EM is aligned with the context of transformative and shaping approaches to the strategy development, which means that the emphasis on the prediction is low, and emphasis on control is high. It is also stated how EM is different from entrepreneurship in terms of contextual circumstances. 

کلیدواژه‌ها [English]

  • entrepreneurial marketing
  • effectuation
  • service-dominant logic
  • transformative

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  • تاریخ دریافت: 07 آذر 1397
  • تاریخ بازنگری: 19 دی 1399
  • تاریخ پذیرش: 11 دی 1399

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