مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

تدوین مدل راهبردها و اقدامات مربوط به مزیت رقابتی با واسطهگری عوامل محیطی و قابلیتهای عملیاتی سازمان در صنعت پوشاک

نوع مقاله : استخراج از رساله دکتری

نویسندگان
1 دانشجوی دکتری گروه مدیریت بازرگانی ،واحد رودهن، دانشگاه آزاد اسلامی، رودهن ، ایران
2 استادیار رشته مدیریت بازرگانی گروه مدیریت بازرگانی، واحد فیروزکوه، دانشگاه آزاد اسلامی، ایران(نویسنده مسئول)
3 استادیار گروه مدیریت بازرگانی ، واحد تهران مرکزی ، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
هدف از این پژوهش طراحی مدل راهبردها و اقدامات مربوط به مزیت رقابتی با واسطه‌گری عوامل محیطی و قابلیت‌های عملیاتی سازمان در صنعت پوشاک در صنعت پوشاک می‌باشد. روش تحقیق از نوع آمیخته، کیفی و کمّی بوده و ابتدا داده‌های کیفی، گردآوری شد. سپس بر مبنای یافته‌های حاصل از اجرای مرحله کیفی، ابزاری ساخته شد تا در چارچوب آن داده‌های کمی گردآوری و تعمیم‌پذیری یافته‌ها میسر شود. برای دستیابی به داده‌های کیفی با توجه به نمونه‌گیری هدفمند از نوع گلولهبرفی از 15 نفر خبرگان دانشگاهی و مدیران باتجربه در شرکت‌های تولیدی پوشاک انتخاب گردید و با روش مصاحبه‌های نیمه‌ساختاریافته و مطرح نمودن سؤالات باز انجام گرفته و از رویکرد مبتنی بر داده‌بنیاد (گراندد تئوری) با استفاده از نرم افزار MAXQDA و سپس براساس یافته‌های این مرحله الگوی مدل تحقیق تدوین شد. در ادامه به‌منظور تبیین مدل بر مبنای یافته‌های روش کیفی، پرسشنامه اولیه در بخش کمی طراحی، روایی و پایایی این ابزار با مراجعه به نظر صاحب‌نظران و مدیران بررسی و پس از اصلاحات مورد تائید قرار گرفت. جامعه آماری در بخش کمی، مشتریان محصولات پوشاک در شهر تهران و نمونه آماری با توجه به جدول مورگان نمونه‌ای متشکل از 384 نفر انتخاب و به روش نمونه‌گیری در دسترس توزیع و جمع‌آوری گردید. بررسی و پردازش داده‌های کمی با کمک از نرم‌افزار PLS صورت گرفت. بر اساس مدل پارادایمی بدست آمده، مولفه‌های مرتبط با مزیت رقابتی در صنعت پوشاک در سه دسته عوامل پدیده محوری (مزیت رقابتی)، راهبردها (برنامه‌ریزی شرکت)، شرایط مداخله‌گر (عوامل مدیریتی رقابت) شناسایی شدند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Designing a model of strategies and measures related to competitive advantage with the mediation of environmental factors and operational capabilities of the organization in the apparel industry

نویسندگان English

Iman Akhbarati 1
fariz taherikia 2
seyed mehdi jalali 3
1 Ph.D. student of Business Management Department, Roudehen Branch, Islamic Azad University, Roudehen, Iran
2 Assist. Prof. In business management Department of Business management, firozkoh branch,Islamic Azad University, Firozkoh, Iran
3 Assistant Professor of Business Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده English

This research was done with the Strategies and measures related to competitive advantage with the mediation of environmental factors and operational capabilities of the organization in the clothing industry. The statistical population includes 15 experts and managers of clothing manufacturing companies who were selected in a non-random way. The main tool of data collection is semi-structured in-depth interview. After confirming the reliability and validity of the interviews, a qualitative analysis method with a data base approach was used using MAXQDA software, and then, based on the findings of this stage, the research model was developed. Next, in order to explain the model based on the findings of the qualitative method, the initial questionnaire in the quantitative part of the design, validity and reliability of this tool was reviewed by referring to the opinions of experts and managers and approved after the corrections. The statistical population in the quantitative section, the customers of clothing products in Tehran and the statistical sample, according to Morgan's table, a sample consisting of 384 people was selected and distributed and collected by available sampling method. Analysis and processing of quantitative data was done with the help of PLS software. Coding has been done in three stages: open, central and selective coding. Based on the obtained paradigm model, the research in the apparel industry in three categories of central phenomenon (competitive advantage), strategies (company planning), intervening conditions (competition management factors) were identified.

کلیدواژه‌ها English

apparel
competitiv
advantage
identity
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  • تاریخ دریافت 01 اردیبهشت 1403
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