نوع مقاله : مقاله پژوهشی

نویسنده

دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران.

چکیده

مفهوم تفکر استراتژیک و اهمیت آن در ادبیات موجود مورد بحث قرار گرفته‌است. می توان آن را به عنوان نگرش فرآیند تفکر سازمانی تعریف کرد که اقدامات هوشمند را هدایت می‌کند. هدف این تحقیق شناسایی عوامل موثر بر تفکر استراتژیک بازاریابی است. بدین منظور تحقیق حاضر، از نظر ماهیت، اکتشافی است. جامعه آماری این تحقیق را گروهی از خبرگان فعال در زمینه ی مدیریتی تشکیل می دهد در این تحقیق با استفاده از پرسشنامه زوجی روش ساختاری- تفسیری به سطح بندی این عوامل پرداخته شده است. متغیرهای شناسایی شده شامل قابلیت بازاریابی استراتژیک، بسیج منابع فناوری پویا، عدم اطمینان بازار، عدم اطمینان فنی، عملکرد بازار محصول جدید، مزیت هزینه، تمایز محصول، تفکر چابک، بینش استراتژیک، فرصت طلبی هوشمند، پیش قدم بودن، دانش، آگاهی سازمانی، تفکر انتقادی بوده است. نتایج نشان داد تفکر انتقادی تاثیر گذارترین متغیر و قابلیت بازاریابی استراتژیک و عدم اطمینان بازار تاثیر پذیرترین متغیر در فرآیند تفکر استراتژیک بازاریابی هستند.

کلیدواژه‌ها

عنوان مقاله [English]

Structural-Interpretive Model to Identify Factors Affecting Strategic Marketing Thinking

نویسنده [English]

  • Mona Yaghoobi Zanjani

PhD student, Department of Business Administration, South Tehran Branch, Islamic Azad University, Tehran, Iran

چکیده [English]

The concept of strategic thinking and its importance have been discussed in the existing literature. It can be defined as the attitude of the organizational thought process that guides intelligent actions. The purpose of this research is to identify factors affecting strategic marketing thinking. For this purpose, the current research is exploratory in nature. The statistical population of this research consists of a group of active experts in the field of management. In this research, the stratification of these factors has been done using a paired questionnaire of the structural-interpretive method. The identified variables include strategic marketing capability, dynamic technology resource mobilization, market uncertainty, technical uncertainty, new product market performance, cost advantage, product differentiation, agile thinking, strategic insight, intelligent opportunism, proactiveness, knowledge, organizational awareness. , has been critical thinking. The results showed that critical thinking is the most effective variable and strategic marketing capability and market uncertainty are the most effective variables in the process of strategic marketing thinking.

کلیدواژه‌ها [English]

  • Marketing
  • Strategic Marketing
  • Strategic Thinking
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