مدیریت استراتژیک هوشمند

مدیریت استراتژیک هوشمند

تأثیر بازاریابی دوسو توان بر بهبود عملکرد بازار و مالی با رویکرد مدیریت هوشمند

نوع مقاله : مقاله پژوهشی

نویسندگان
1 کارشناسی ارشد مدیریت مالی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران.
2 دانشجوی دکتری، گروه مدیریت دولتی، گرایش توسعه منابع انسانی، دانشگاه علامه طباطبایی تهران، تهران، ایران.
3 دانشجوی دکتری، گروه مدیریت دولتی، گرایش تحول، دانشگاه علامه طباطبایی تهران، تهران، ایران.
چکیده
در محیط‌های پویا و رقابتی امروز، مدیریت استراتژیک هوشمند نیازمند ابزارها و رویکردهایی است که بتوانند همزمان بهره‌وری از منابع موجود و شناسایی فرصت‌های جدید را بهینه کنند. بازاریابی دوسو توان به‌عنوان رویکردی نوین، این قابلیت را به سازمان‌ها می‌دهد که هم در بهره‌برداری از بازارهای موجود و هم در اکتشاف فرصت‌های نوآورانه موفق عمل کنند. این پژوهش، تأثیر بازاریابی دوسو توان را بر عملکرد بازار و مالی در شرکت‌های کوچک و متوسط (SME) فعال در صنعت فناوری اطلاعات بررسی می‌کند. داده‌های این تحقیق از 392 مدیر و مالک SME با استفاده از پرسشنامه جمع‌آوری و با مدل معادلات ساختاری (SEM) تحلیل شده است. نتایج نشان می‌دهد که بهره‌برداری بازاریابی تأثیر مثبت و معناداری بر عملکرد بازار دارد و اکتشاف بازاریابی نیز تأثیری مستقیم و مثبت بر هر دو شاخص عملکرد بازار و مالی دارد. علاوه بر این، مشخص شد که عملکرد بازار نقش میانجی کلیدی در تأثیرگذاری بر عملکرد مالی ایفا می‌کند. یافته‌های این تحقیق نشان می‌دهد که بازاریابی دوسو توان می‌تواند به‌عنوان ابزاری هوشمند برای بهبود عملکرد و دستیابی به مزیت رقابتی پایدار در کسب‌وکارها مورد استفاده قرار گیرد.
کلیدواژه‌ها

عنوان مقاله English

The Effect of Dual-Power Marketing on Improving Market and Financial Performance with an Intelligent Management Approach

نویسندگان English

Hamed Rezaei 1
Fahimeh Sabouri 2
Nasser Kamali 3
2 PhD Student, Department of Public Administration, Human Resources Development, Allameh Tabatabaei University of Tehran, Tehran, Iran.
3 PhD Student, Department of Public Administration, Transformation, Allameh Tabatabaei University of Tehran, Tehran, Iran.
چکیده English

In today’s dynamic and competitive environments, intelligent strategic management requires tools and approaches that can simultaneously optimize the utilization of existing resources and identify new opportunities. Dual-power marketing, as a new approach, enables organizations to be successful in both exploiting existing markets and exploring innovative opportunities. This study examines the effect of dual-power marketing on market and financial performance in small and medium-sized enterprises (SMEs) active in the information technology industry. Data from this study were collected from 392 SME managers and owners using a questionnaire and analyzed using structural equation modeling (SEM). The results show that marketing exploitation has a positive and significant effect on market performance, and marketing exploration has a direct and positive effect on both market and financial performance indicators. In addition, it was found that market performance plays a key mediating role in influencing financial performance. The findings of this study indicate that ambidextrous marketing can be used as a smart tool to improve performance and achieve sustainable competitive advantage in businesses.

کلیدواژه‌ها English

Smart strategic management
ambidextrous marketing
market performance
financial performance
small and medium-sized enterprises
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