بررسي تأثير جهت‌گيري بازار بر استراتژي‌هاي نوآوري

Investigating the Impact of Market Orientation on Innovation Strategies

هدف از اين پژوهش بررسي تأثير جهت‌گيري بازار بر استراتژي‌هاي نوآوري مي‌باشد. روش پژوهش بر حسب هدف كاربردي و از نظر نحوه اجرا از نوع توصيفي، پيمايشي مي‌باشد. جامعه آماري پژوهش حاضر شامل كاركنان و كارشناسان شركت تهران بوران مي‌باشد كه حجم نمونه با استفاده از فرمول كوكران 174 نفر و روش نمونه‌گيري، تصادفي ساده تعيين گرديد. پايايي پرسش‌نامه‌ها با استفاده از روش آلفاي كرونباخ 0.866 و روايي ابزار با روش محتوايي مورد تأييد قرار گرفته‌اند. داده‌هاي پژوهش به كمك نرم‌افزارهاي SPSS و PLS مورد تحليل قرار گرفتند و نتايج آن نشان داد جهت‌گيري بازار با دو بعد مشتري‌مداري و رقيب‌گرايي به صورت زير بر نوآوري تأثير دارد: مشتري‌مداري بر نوآوري تدريجي و نوآوري اكتشافي تأثير ندارد اما رقيب‌گرايي برنوآوري اكتشافي و نوآوري تدريجي تأثير مثبت دارد.

Today, in order to survive and achieve more success, organizations need to take advantage of these strategies to improve their competitive advantage. However, they have insufficient understanding of how to use this asset to improve market performance and, ultimately, have no competitive advantage. Research The present paper seeks to investigate the effect of market orientation on innovation strategies at Tehran Bourn Company. The research method is descriptive survey. The statistical population of this research includes all personnel and experts in Tehran Bourn Company. The sample size was determined using Cochran's formula of 174 people and the method of sampling was simple random. The research data were collected using library and field method and the tools used in the questionnaire. The reliability of the questionnaires was confirmed by Cronbach's alpha (0.866) and the validity of the tool was confirmed by content method. Data were analyzed using statistical software, descriptive and inferential statistics using SPSS and PLS software’s. The results of this research indicate that the impact of customer orientation and competitiveness on exploratory innovation has been positive. Moreover, the results show that the client Orbital and competing have a positive and significant impact on gradual innovation.