نوع مقاله : مقاله پژوهشی
نویسندگان
1 هیات علمی دانشگاه ولی عصررفسنجان
2 گروه علوم ورزشی، دانشکده ادبیات و علوم انسانی، دانشگاه ولی عصر(عج)رفسنجان، رفسنجان ، ایران
3 ,دانشجوی کارشناسی ارشد، دانشکده ادبیات و علوم انسانی، دانشگاه ولی عصر(عج)رفسنجان، رفسنجان ، ایران
چکیده
هدف از انجام این پژوهش بررسی تأثیر فرهنگ نوآوری بر عملکرد بازاریابی با نقش میانجی جهتگیری استراتژیک در سازمان های ورزشی استان کرمان بود. روش پژوهش حاضر، همبستگی- پیمایشی و ازنوع مطالعا ت کاربردی بود که به صور ت میدانی اجرا شد. تمام کارکنان و مدیران سازمان های ورزشی استان کرمان، جامعة آماری پژوهش را تشکیل دادند. با توجه به جدول مورگان، 142 نفر به عنوان نمونة پژوهش انتخاب شدند. برای جمع آوری داده ها از پرسشنامة فرهنگ نوآوری اسکرلاواج و همکاران (2010)، پرسشنامه جهتگیری استراتژیک تئودوسیو و همکاران (۲۰۱۲) و پرسشنامه عملکرد بازاریابی ایزدیار (1399) استفاده شد. با استفاده از ضریب آلفای کرونباخ، مقدار پایایی برای پرسشنامة فرهنگ نوآوری برابر با 90/0، پرسشنامه جهتگیری استراتژیک 86/0 و برای عملکرد بازاریابی ایزدیار برابر با 88/0 گزارش شد. برای تجزیه وتحلیل داده ها از آزمون تک نمونهای و مدل معادلات ساختاری استفاده شد. یافته های این پژوهش نشان میدهد که رابطه فرهنگ نوآوری کارکنان و مدیران و عملکرد بازاریابی آنان مثبت و معنی دار است و فرهنگ نوآوری به واسطه جهتگیری استراتژیک نتیجه مثبتی در بروز و افزایش رفتارهای بازاریابی درکارکنان و مدیران دارد. بهطورکلی میتوان عنوان کرد، فرهنگ نوآوری را باید به عنوان یکی از عوامل زمینه ساز عملکرد بازاریابی دانست
کلیدواژهها
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