نشریه محیط زیست طبیعی

تأثیر قابلیت‌های کارآفرینی بر تولید پاک و مزیت رقابتی پایدار: نقش تعدیل‌گر جهت‌گیری بازاریابی اجتماعی (مطالعة گروه صنعتی ایران خودرو)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مدیریت بازرگانی، موسسةآموزش عالی غیر انتفاعی مقدس اردبیلی، اردبیل، ایران.

2 گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران.

3 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.

10.22059/jne.2023.355632.2531

چکیده

در بازار شدیداً رقابتی امروزی، قابلیت‌های کارآفرینی و تولید پاک‌تر به سازه‌های پرکاربردی جهت ارتقاء مزیت رقابتی و افزایش عملکرد سبز بدل شده‌اند. بنابراین، پژوهش حاضر با هدف بررسی تأثیر قابلیت‌های کارآفرینی بر تولید پاک و مزیت رقابتی پایدار، با نقش تعدیل‌گر جهت‌گیری بازاریابی اجتماعی در گروه صنعتی ایران خودرو انجام شد. این پژوهش از نظر هدف کاربردی و از نظر روش انجام پژوهش از نوع توصیفی پیمایشی مبتنی بر معادلات ساختاری می‌باشد. جامعة آماری پژوهش کارکنان و مدیران گروه صنعتی ایران خودرو می‌اشد که تعداد 150 نفر از آن‌ها به روش نمونه‌گیری در دسترس، به‌عنوان نمونه انتخاب گردید. داده‌های موردنیاز به‌وسیلة پرسشنامه جمع‌آوری شد و براساس روش مدل‌یابی معادلات ساختاری و با استفاده از نرم‌افزار SPSS وLISREL مورد تحلیل قرار گرفت. نتایج تحقیق نشان داد که در گروه صنعتی ایران خودرو، قابلیت کارآفرینی بر تولید پاک و مزیت رقابتی پایدار، تأثیر مثبت و معنی‌داری دارد. همچنین تولید پاک نیز تأثیر مثبت و معنی‌داری بر مزیت رقابتی پایدار دارد. یافته‌های دیگر این تحقیق حکایت از آن دارند که جهت‌گیری بازاریابی اجتماعی به‌عنوان تعدیل‌گر و به‌صورت مثبت ارتباط بین قابلیت کارآفرینی و تولید پاک با مزیت رقابتی پایدار را تقویت می‌کند. به‌دلیل وجود شکاف مطالعاتی در زمینة بررسی تأثیر این متغیرها بر یکدیگر در قالب پژوهشی واحد، انجام پژوهش حاضر و نتایج حاصل از آن می‌تواند اطلاعات مفیدی برای مدیران جهت ایجاد راهبرد‌های رقابتی فراهم کرده و به رشد سهم بازار آن‌ها کمک نماید.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the impact of entrepreneurial capabilities on clean production and sustainable competitive advantage: the moderating role of social marketing orientation (Case study: Iran khodro industrial group)

نویسندگان [English]

  • Ali Alayi 1
  • Bagher Asgarnezhad Nouri 2
  • Alireza Hamidzadeh Arbabi 3

1 Nonprofit Higher Education Institute of Moghadas Ardabili, Ardabil, Iran.

2 Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.

3 Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

چکیده [English]

In today's highly competitive market, entrepreneurial capabilities and cleaner production have become widely used concepts to enhance competitive advantage and increase green performance. Therefore, the current research was conducted with the aim of investigating the impact of entrepreneurial capabilities on clean production and sustainable competitive advantage, with the moderating role of social marketing orientation in Iran Khodro Industrial Group. This research is an applied research in terms of purpose and descriptive survey in terms of structural equations. The statistical population is the employees and managers of Iran Khodro Industrial Group, 150 of whom were selected as the sample by available sampling method. In order to perform data analysis, LISREL software was used. The results showed that in Iran Khodro Industrial Group, entrepreneurship has a positive and significant effect on clean production and sustainable competitive advantage. Clean production also has a positive and significant effect on sustainable competitive advantage. Other findings indicate that social marketing orientation positively moderates the relationship between entrepreneurial capability and clean production and sustainable competitive advantage. Due to the gap of studies in the field of investigating the relationship between these variables in a single study, conducting the present study can provide useful information for managers to create competitive strategies and increase their market share.

کلیدواژه‌ها [English]

  • Clean production
  • Entrepreneurial capability
  • Sustainable competitive advantage
  • Social marketing orientation
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نشریه محیط زیست طبیعی
دوره 76، شماره 3
مهر 1402
صفحه 493-509