تأثیر بازار گرایی بر بهزیستی: بررسی نقش نوآوری‌های محیط‌زیستی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد، گروه مدیریت بازرگانی، دانشگاه خوارزمی

2 کارشناسی ارشد، مدیریت بازرگانی، دانشگاه خوارزمی

3 استادیار، مدیریت بازرگانی، دانشگاه خوارزمی

10.30473/ee.2020.6764

چکیده

بررسی بهزیستی در افراد و عوامل تأثیرگذار بر آن از دیرباز ازجمله مسائل موردعلاقه محققان حوزه‌های علوم روانشناسی، علوم رفتاری و اجتماعی و به تازگی محققان مدیریت و نوآوری بوده و تئوری‌ها، چارچوب‌ها و مدل‌های فراوانی در این زمینه ارائه شده است. در این میان استراتژی بازارگرایی و نوآوری محیط‌زیستی در شرکت از جمله عواملی است که تأثیر آن بر بهزیستی کمتر مورد تحقیق و تفحص قرار گرفته است. این پژوهش با هدف بررسی اثر بازارگرایی بر بهزیستی در شرکت‌های دانش‌بنیان انجام شده است که دراین‌ارتباط بر نقش میانجی‌گری نوآوری‌های محیط‌زیستی نیز تأکید شده است. جامعه هدف این پژوهش از دو گروه مشتریان و مدیران و کارکنان شرکت‌های دانش‌بنیان مستقر در پارک علم و فناوری دانشگاه تهران که در حوزه نوآوری‌های محیط‌زیستی فعالیت دارند، تشکیل شده است. روش نمونه‌گیری برای گروه اول، روش در دسترس و برای گروه دوم، روش تصادفی ساده بوده است. برای جمع‌آوری داده از پرسشنامه استفاده‌شده و روش تحلیل داده‌ها مدل‌سازی معادلات ساختاری با استفاده از نرم‌افزار Smart PLS 3.0 بوده است. مطابق نتایج پژوهش، مشتری‌گرایی و رقیب‌گرایی از طریق نقش میانجی‌گری نوآوری محیط‌زیستی بر بهزیستی تأثیر مثبت دارد و هماهنگی بین‌وظیفه‌ای هیچ تأثیری بر نوآوری محیط‌زیستی و در نتیجه بر بهزیستی ندارد.

کلیدواژه‌ها


عنوان مقاله [English]

Impact of Market Orientation on the Well-Being: The Study of the Role of Environmental Innovations

نویسندگان [English]

  • Elnaz Siavashi 1
  • Behnaz Siavashi 2
  • Masoud Abbasi 2
  • Hossein Noruzi 3
1 Ph.D. Student of Technology Management, Tehran University’s Farabi Faculty
2 M.A in Business Management, Kharazmi University
3 Assistant Professor of Business Management Group, Kharazmi University
چکیده [English]

From long ago Studying wellbeing and its essential factors on people has been a popular subject for researchers in psychology, Behavioural and social science, and recently for researchers of management and innovation, and a lot of theories, frameworks, and models have been provided in this subject. As a matter, there has not been much research about market orientation strategy and environmental innovation in the company. This research was conducted to investigate the effect of market orientation on well-being in knowledge-based companies. In this connection, the role of mediation of environmental innovations has also been emphasized. The target population of this study is consists of two groups: costumers, managers, and employees of knowledge-based companies settled in the University of Tehran knowledge and technology park which have environmental innovations activities. The sampling method for the first group convenience sampling technique and for the second group a simple random sampling method was applied. Data was collected using standard questionnaires and data analysis was based on structural equation modeling using Smart PLS 3.0 software. According to the results, costumer orientation and competitor orientation have a positive influence on wellbeing through a mediating role of environmental innovation and Cross-functional coordination does not affect environmental innovation and well being.

کلیدواژه‌ها [English]

  • Customer orientation
  • Competitor Orientation
  • Cross-Functional Coordination
  • Environmental Innovation
  • Well-being
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