توسعه محصولات نوآورانه: اثر بازارگرایی درونی و نقش میانجی هوش سازمانی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشگاه خلیج فارس

2 دانشگاه فردوسی مشهد

چکیده

نوآوری، به عنوان پایدارترین پدیده در محیط پویای امروزی، تنها راهکاری است که ادامه حیات شرکتها را در آن باید جستجو نمود. این امر به ویژه از جهت نقشی که در تشکیل فلسفة وجودی شرکتهای دانشبنیان ایفا مینماید، اهمیت بسیار بالایی در ادامه فعالیت و کسب مزیت رقابتی برای این گونه شرکتها دارد. از اینرو، پژوهش حاضر با هدف طراحی الگویی برای توسعة محصولات نوآورانه در مؤسسههای دانشبنیان انجام شد. برای این منظور، تعداد 39 شرکت فناور مستقر در پارک علم و فناوری فارس مورد مطالعه قرار گرفت و دادههای مورد نظر از طریق توزیع پرسشنامه میان کارکنان آن‌‌ها جمعآوری گردید. همچنین، برای تجزیه و تحلیل دادهها و بررسی فرضیهها نیز از روش مدلسازی معادلات ساختاری با رویکرد حداقل مربعات جزیی استفاده شد. نتایج حاصل از تحلیل دادهها نشان میدهد که وجود رویکرد بازار محور به محیط درونی سازمان، تأثیر مثبت و معنیداری بر افزایش هوش سازمانی و توسعة محصولات نوآورانه دارد. علاوه بر این، بعد ارتباطات درونی مناسب بیشترین تأثیر را بر افزایش هوش سازمانی دارد. پس از آن نیز توسعة کارکنان و نظام پاداشدهی مناسب در رتبههای بعدی اهمیت قرار دارند. همچنین، نتایج نشان میدهد توسعة کارکنان نیز بر ارائة محصولات نوآورانه تأثیر مستقیم و معنیداری دارد؛ در حالی که نظام پاداشدهی و ارتباطات درونی فاقد چنین تأثیری هستند.

کلیدواژه‌ها


عنوان مقاله [English]

Developing Innovative Products: The Effect of Internal Market-Orientation and the Mediatory Role of Organizational Intelligence

نویسندگان [English]

  • Abdolmajid Mosleh 1
  • Ahmad Allahyari Bouzanjani 2
1 Persian Gulf University
2 Ferdowsi University of Mashhad
چکیده [English]

Innovation, as the most stable phenomenon in today's dynamic environment, is the only solution to the survival of corporations. It is especially of great importance for gaining competitive advantages, because of its effects on the raison d'être of knowledge-based enterprises. Therefore, the aim of this study is to design a model for developing innovative products in knowledge-based enterprises. To this end, a total of 39 enterprises in Fars Science and Technology Park (FSTP), in Shiraz, Iran, are studied and the needed data is gathered through a questionnaire distributed among the employees in the park. Finally, the structural equation modeling with partial least square approach is used to analyze the data and examine the proposed hypotheses. The results show that internal marketing has an positive and significant effect on organizational intelligence and technological innovation. Furthermore, internal communications, and employees' development and reward systems respectively have higher positive effect on organizational intelligence. Also, employees' development has a positive and significant effect on products innovation, while internal communications and reward systems have no significant and positive effects on products innovation.

کلیدواژه‌ها [English]

  • Internal Marketing
  • Organizational Intelligence
  • Products Innovation
  • internal communications
  • employees' development
  • Reward System

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