بررسی تأثیر بازارگرایی بیش‌فعالانه بر تجاری‌سازی محصولات دانش‌بنیان با نقش میانجی بازارسازی

نوع مقاله : علمی - پژوهشی

نویسندگان

دانشگاه ارومیه

چکیده

انتقال فناوری از آزمایشگاه به صنعت و بازار مسیری طولانی و زمانبر دارد و تجاری­سازی تکمیل­کننده­ی بخشی از فرآیند نوآوری است. فناوری­ها و محصولات بدون آن نمی­توانند با موفقیت وارد بازار ­شوند. بنابراین بخش مهمی از چالش سازمان­ها ارائه ایده­ها و نوآوری­ها به بازار و استفاده از آن­ها در جهت سودآوری و کسب مزیت رقابتی است.هدف این پژوهش بررسی تأثیر بازارگرایی بیش­فعالانه و گرایش به کارآفرینی با نقش میانجی متغیر بازارسازی بر موفقیت تجاری­سازی در محصولات دانش­بنیان حوزه سلامت (دارو) انجام شده است. جامعه آماری شامل مدیران عامل یا بازاریابی و فروش تمام 179 شرکت­ تولید دارویی است. بدین منظور پرسشنامه­ای طراحی شد و پس از ارزیابی تست­های اطمینان ، برای نمونه آماری شامل 122 نفر از مدیران ارسال گردید. پژوهش از نظر هدف توسعه­ای و از نظر روش جمع­آوری داده­ها توصیفی-پیمایشی است. برای تست فرضیات از الگوی معادلات ساختاری استفاده شده است. نتایج نشان داد که بازارگرایی بیش­فعالانه و گرایش به کارآفرینی تأثیر معنادار و مثبت بر موفقیت تجاری­سازی دارند. در این میان تنها بازارسازی / ترجیحات به عنوان میانجی میان بازارگرایی بیش­فعالانه و موفقیت تجاری­سازی مورد قبول واقع شده است.      

عنوان مقاله [English]

The Investigation of the Effect of Proactive Market Orientation and Entrepreneurial Orientation with the Mediating Role of Market Driving in Successful Commercialization of Knowledge-Based Health (Pharmaciotical) Products)

چکیده [English]

Transfer of technology from the laboratory to industry and market is a long way and time-consuming and commercialization is completmentary part of the innovation process. Technologies and products cannot successfully entered to the market without it. So an important part of the organizations' challenges is to present ideas and innovations to the market and using them in profitability and gaining competitive advantage.
The aim of This study is investigation of the effect of proactive market orientation and entrepreneurial orientation with the mediating role of market driving in successful commercialization of knowledge-based health (pharmaciotical) products. The statistical population contains of CEOs or marketing and sales managements of all 179 Iranian pharmaceutical companies. For this purpose, a questionnaire designed and after the validity tests, sent to the sample of 122 managers. Current study is developmental, data collecting is descriptive- survey. For test of hypothesis, structural equation modeling was used. Results show that proactive market orientation and entrepreneurial orientation have positive and significant effect on the successful commercialization. The only has been accepted market driving/ preferences as a mediator between proactive market orientation and successful commercialization.

کلیدواژه‌ها [English]

  • Keyword: Proactive Market Orientation
  • entrepreneurial orientation
  • Market Driving / Preferences
  • Market Driving / Structure
  • Successful Commercialization

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سابقه مقاله

  • تاریخ دریافت: 31 شهریور 1395
  • تاریخ بازنگری: 18 آبان 1403
  • تاریخ پذیرش: 11 دی 1399

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