New Research Approaches in Management Sciences
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بررسی اثر میزان بازار گرایی بر عملکرد شرکتهای صنعتی (کارخانجات ایران خودرو)
Investigating the effect of market orientation on the performance of industrial companies (Iran Khodro factories)
عمومى
General
پژوهشي
Research
<span style="font-size:11pt"><span style="tab-stops:37.85pt"><span style="direction:rtl"><span style="unicode-bidi:embed"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif"><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">مقاله</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">حاضر</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">با</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">هدف</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">بررسی</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">اثر</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">میزان</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">بازار</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">گرایی</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">بر</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">عملکرد</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">شرکتهای</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">صنعتی</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">(کارخانجات</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">ایران</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">خودرو) صورت</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">گرفته</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">است</span></span></span><span dir="LTR" style="font-size:13.0pt"><span style="line-height:107%">.</span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">و</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">بر</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">میزان</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">تاثیر</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">میزان</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">بازارگرایی</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">بر</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">عملکرد</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">شرکتهای</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">صنعتی</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">پرداخته</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">است</span></span></span><span dir="LTR" style="font-size:13.0pt"><span style="line-height:107%">.</span></span><span style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus""> به</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">همین</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">منظور</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">کارخانجات</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">ایران</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">خودرو بعنوان</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">جامعه</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">مورد</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">مطالعه</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">انتخاب</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">شدند</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">که</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">با</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">توجه</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">به</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">اطلاعات</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">اخذ</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">شده</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">تعداد</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">20 شرکت</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">تولید</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">کننده خودرو </span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">بعنوان</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">حجم</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">نمونه</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">با</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">استفاده</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">ازفرمول</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">کوکران</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">انتخاب</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">شدند</span></span></span><span dir="LTR" style="font-size:13.0pt"><span style="line-height:107%">. </span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">ابزار</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">گردآوری</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">داده</span></span></span><span dir="LTR" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus""></span></span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">ها</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">در</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">این</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">پژوهش،</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">پرسشنامه</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">بود</span></span></span><span dir="LTR" style="font-size:13.0pt"><span style="line-height:107%">.</span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">که</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">تعداد</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">250</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">پرسش</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">نامه</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">بین</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">شرکتهای</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">تولید</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">کننده</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">توزیع</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">که</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">231</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">پرسشنامه</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">تکمیل</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">و عودت</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">داده</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">شد</span></span></span><span dir="LTR" style="font-size:13.0pt"><span style="line-height:107%">. </span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">داده</span></span></span><span dir="LTR" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus""></span></span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">های</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">گردآوری</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">شده</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">از</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">طریق</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">مدل</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">سازی</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">معادلات</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">ساختاری (آموس</span></span></span><span dir="LTR" style="font-size:13.0pt"><span style="line-height:107%"> 20</span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">) مورد</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">تجزیه</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">و</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">تحلیل</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">قرار</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">گرفتند</span></span></span><span dir="LTR" style="font-size:13.0pt"><span style="line-height:107%">. </span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">یافته</span></span></span><span dir="LTR" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus""></span></span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">های</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">پژوهش</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">نشان</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">می</span></span></span><span dir="LTR" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus""></span></span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">دهد</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">قابلیت</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">بازارگرایی</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">بر</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">عملکرد</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">کارخانجات</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">ایران</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">خودروتاثیر</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">مثبت</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span style="font-family:"B Lotus"">دارد</span></span></span> <span dir="LTR" style="font-size:13.0pt"><span style="line-height:107%"></span></span></span></span></span></span></span></span><br>
<span style="font-size:11pt"><span style="line-height:115%"><span style="tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:Calibri,sans-serif"><span lang="EN" style="font-size:12.0pt"><span style="line-height:115%"><span style="font-family:"Times New Roman",serif">The purpose of this article is to investigate the effect of market orientation on the performance of industrial companies (Iran Khodro factories). For this purpose, Iran Khodro factories were selected as the study population, and according to the obtained information, 20 car manufacturing companies were selected as the sample size using Cochran's formula. The tool of data collection in this research was a questionnaire. 250 questionnaires were distributed among manufacturing companies and 231 questionnaires were completed and returned. The collected data were analyzed through structural equation modeling (Amos 20). The findings of the research show that market orientation has a positive effect on the performance of Iranian automobile factories</span></span></span></span></span></span></span><br>
میزان بازارگرایی, شرکتهای صنعتی,کارخانجات ایران خودرو, عملکرد
degree of market orientation, industrial companies, Iran Khodro factories, performance
1
11
http://jnraims.ir/browse.php?a_code=A-10-10-252&slc_lang=fa&sid=1
Marziyeh
Ahrami
مرضیه
احرامی
1003194753284600485
1003194753284600485
Yes
Master of Business Administration, Ares Institute of Higher Education, Iran.
کارشناس ارشد رشته مدیریت بازرگانی، موسسه آموزش عالی ارس، ایران