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نتیجه جستجو - جهت گیری بازار

تعداد مقالات یافته شده: 8
ردیف عنوان نوع
1 The impact of brand value on brand competitiveness
تأثیر ارزش برند بر رقابت برند-2020
The role of brand value in driving brand competitiveness has recently received attention from marketing scholars like Winzar, Baumann, and Chu (2018). From the perspectives of marketing and strategic orientation, we propose and test a framework that depicts the effects of these variables on brand competitiveness. Development of the framework was achieved by synthesising existing research from the marketing and management streams. A convenience sample of 374 retailers who worked with the brand as its business customers completed a survey questionnaire. Structural Equation Modelling (SEM) was employed to test the proposed model. We found that brand value, created for business customers, indirectly enhances brand competitiveness through marketing orientation, albeit not directly. Moreover, brand differentiation directly and positively influences brand competitiveness in addition to building brand value. Our study is one of the initial attempts to explore the capability of brand value to bring together market orientation and strategic orientation for brand competitiveness and also extend the periphery of current knowledge about the variables that drive the competitiveness of a brand.
Keywords: Brand value | Marketing orientation | Strategic orientation | Brand competitiveness | Brand differentiation
مقاله انگلیسی
2 The social - market convergence in a renewable energy social enterprise
همگرایی بازار اجتماعی در یک شرکت اجتماعی با انرژی های تجدید پذیر-2020
The paper examines how the market and social logics which are supposedly counter to each other, converge into one rather than being two distinctive sets of actions, in the actions of a renewable energy social enterprise in an emerging economy context. To provide a foundation, the research draws upon literature on renewable energy, social entrepreneurship, market orientation, and social value creation. A qualitative in-depth case study research design with inductive theory-building approach for grounded theory development was conducted with two socially and environmentally inclusive renewable energy social enterprises in rural India. This resulted in a novel framework on a converging process comprising of: (a) Involved Searching, (b) Dialogic Localizing, and (c) Engaged Implementing. First, there is ‘involved searching’, where insights are generated through involved interactions for searching problematized contextual realities. Then, there is ‘dialogic localizing’, where insights are shared and acted upon through dialogically inclusive and localized solving. Finally, there is ‘engaged implementing’, where solutions are implemented through honest convincing and engaging mutuality. The findings make a novel contribu- tion towards: (a) Going beyond the duality perspective and revealing social entrepreneurship as a phenomenon where the social and the market converge as an articulated whole, (b) Advancing hybrid organizing as a converging action with trappings of social value creation and market orientation, and (c) Revealing the potential of renewable energy social enterprises in blending the social and the market while working towards a sustainable environment.© 2020 Elsevier Ltd. All rights reserved.
Keywords: Renewable energy | Social entrepreneurship | Social enterprise | Market orientation | Social value creation
مقاله انگلیسی
3 The critical criteria for innovation entrepreneurship of restaurants_ Considering the interrelationship effect of human capital and competitive strategy a case study in Taiwan
معیارهای مهم کارآفرینی نوآوری در رستوران ها: مطالعه موردی در تایوان با توجه به تأثیر روابط متقابل سرمایه انسانی و استراتژی رقابتی-2020
This study clarifies different mechanisms among multiple mediation-moderation models related to 622 restau- rants in Taiwan, that won innovation awards and entrepreneurship loan subsidies from governments and that joined an innovative brand for less than three years from 2015 to 2017. Regarding mediation, we found that absorptive capacity and innovation mediate the relationships between market orientation and performance, and market orientation mediates the relationship between entrepreneurial orientation and performance. Regarding moderation, we discovered that the critical moderating role of human capital strengthens the relationships between market orientation, absorptive capacity and innovation, and that competitive strategy strengthens the relationships between market orientation and innovation to performance. The first and second orders of the proposed models are also discussed for improving the relevance and accuracy of examinations of moderation and mediation in tourism and hospitality research.
Keywords: Absorptive capacity | Market orientation | Innovation | Competitive strategy | Entrepreneurial orientation | Performance
مقاله انگلیسی
4 The influence of entrepreneurial, market, knowledge management orientations on cleaner production and the sustainable competitive advantage
تاثیر کارآفرینی، بازار، مديريت دانش در تولید پاك کننده و مزیت رقابتی پایدار-2018
Enterprises from different economic sectors play a fundamental role in furthering a sustainable devel opment in the region where it is inserted. However, it is the environmental practices of these organi zations which determine the prompt impacts on environmental sustainability. In this sense, Cleaner Production is responsible for the decrease in natural and material resources’ consumption and energy, as well as for the systematic decrease in waste and pollutants emission. Thus, it is important to identify the strategical guides which came before Cleaner Production and, consequently, lead the enterprises to achieve a Sustainable Competitive Advantage before their competitors. In this context, this research aims at analysing the influence of strategic drivers (Entrepreneurial Orientation, Market Orientation and Knowledge Management Orientation) on Cleaner Production and the Sustainable Competitive Advan tage. This research was about a survey applied to 1774 small and medium enterprises in Southern Brazil, in the sectors of transformation industry, commerce and services, and it was analysed by the Structural Equation Modelling, typifying it as a quantitative and descriptive research. The results show there is an intense previous influence of strategic drivers over Cleaner Production, pointing out that the correlations among the three antecedents have a high intensity, showing that the enterprises researched use the strategic drivers separately, and that, when they are combined, there is a higher chance of Cleaner Production success, with a significant increase in Sustainable Competitive Advantage for the small and medium enterprises.
Keywords: Cleaner production ، Sustainable competitive advantage ، Entrepreneurial orientation ، Market orientation ، Knowledge management rientation ، Brazil
مقاله انگلیسی
5 نقش جهت گیری بازار، سرمایه رابطه ای، و سرعت بین المللی شدن در خروج از بازار خارجی و تصمیمات ورود مجدد تحت شرایط آشوب
سال انتشار: 2018 - تعداد صفحات فایل pdf انگلیسی: 11 - تعداد صفحات فایل doc فارسی: 28
راهبردهای بین المللی سازی شرکت ها بسته به محیط رو به تغییر، فرق می کنند. گاهی شرکتی دوباره وارد بازار خارجی می گردد که در گذشته آن را ترک نموده است در صورتی که شرایط محیطی تغییر یافته باشد. مقاله حاضر نگرشی درباره خروج از بازار خارجی و فرایندهای ورود مجدد در بعدها فراهم می کند. به طور ویژه از نگرش انعطاف پذیری راهبردی برای بررسی تاثیر جهت گیری بازار، سرمایه رابطه ای و سرعت بین المللی در خروج از بازار و تصمیم ورود مجدد تحت آشوب در بازار میزبان استفاده می کنیم. با استفاده از نمونه 156 شرکت ترکیه ای مشغول بازار مصر بین 2010 و 2015 پی بردیم که شرکت های بازار محور انعطاف پذیری بیشتری در تصمیمات خروج از بازار نسبت به سازمان هایی دارند که میزان بازار محور کمتری دارند. علاوه بر این سرمایه رابطه ای مختص کشور میزبان تاثیر منفی بر تصمیم خروج از بازار تحت شرایط تعارض سیاسی دارد. نتایج همچنین نشان می دهد که روابط قوی با شرکا در کشور میزبان گرایش به ورود مجدد به بازار را افزایش می دهد.
واژگان کلیدی: خروج بازار | ورود مجدد به بازار | آشوب بازار | جهت گیری بازار | سرمایه رابطه ای | سرعت بین المللی شدن
مقاله ترجمه شده
6 Market orientation and SNS adoption for marketing purposes in hospitality microenterprises
جهت گیری بازار و استفاده از SNS برای اهداف بازاریابی در شرکتهای ریز مهمانداری-2018
In a nowadays context where the social network sites (SNS) have a widespread use among users and enterprises, this paper aims to analyze the factors determining the adoption of SNS for marketing purposes by hospitality microenterprises. With this objective, our study develops a model that includes: 1) the two pillars of market orientation for companies (i.e. consumer orientation and competitor orientation); and 2) the factors of the widely used Unified Theory of Acceptance and Use of Technology (UTAUT): performance expectancy, effort expectancy, social influence, and facilitating conditions. The results from a sample of 200 hospitality microenterprises in a region of Spain show that the intention to use SNS for marketing purposes (in particular, business communication) is mainly determined by the expectancies of managers or owners about the performance and effort in the use of the technology, and by the social influence generated by users and professionals in the sector. Additionally, in contrast to competitor orientation, customer orientation has a positive influence on performance expectancy and social influence.
keywords: Social network sites |Market orientation |UTAUT |Intention to use |Microenterprises
مقاله انگلیسی
7 A multi-stakeholder market oriented approach to destination marketing
یک رویکرد چند گانه بازار برای بازاریابی مقصد-2017
In this conceptual paper, the market-orientation construct is considered in the context of destination marketing. Based on a review of the contemporary theoretical perspectives regarding the scope of marketing thought, this paper asserts that certain conceptual and operational issues render the extant conceptualizations of a market orientation incompatible with the unique structure of destination marketing. To reconcile the long-standing market-orientation paradigm to the distinctive conditions of the destination marketing environment, a multi stakeholder market orientation (MSMO) construct is proposed. This construct is developed to reflect the unique stakeholder structure of the organizations that market destinations. The theoretical and practical implications of such a construct are considered.
Keywords: Destination marketing organizations | Market orientation | Stakeholder marketing | Stakeholder theory
مقاله انگلیسی
8 بازارگرایی و برندگرایی- از جایگزین ها تا هم افزایی
سال انتشار: 2013 - تعداد صفحات فایل pdf انگلیسی: 8 - تعداد صفحات فایل doc فارسی: 25
این مقاله به بررسی تعامل بین گرایش به نام تجاری و گرایش به جهت گیری بازار می پردازد. گرایش به برند یک رویکرد درون نگر و هویت محور است که برند را به عنوان مرکز یک سازمان و استراتژی آن می بیند. به همین ترتیب، گرایش به بازار، یک رویکرد تصویر محور و برون نگر است. در ابتدا، بازارگرایی و برندگرایی دو گزینه استراتژیک مختلف به نظر می رسد. اگرچه ترکیب هم افزای این دو نیز ممکن است، اما آنها در نظریه-های قبلی بررسی نشده اند و نه به عنوان بخشی از فلسفه وعمل نام تجاری شناخته نشده اند. یک گرایش جدید، یعنی ترکیبی بین گرایش نام تجاری و بازاریابی، در میان یافته های کلیدی این مطالعه قرار می گیرد. این مقاله مسیرهای معمول تکامل این گرایش را نشان می دهد و جنگ بین دو پارادایم را از طریق ایجاد یک رویکرد پویا به تحرک وا می دارد. این مطالعه راه را برای درک بهتر، عملیاتی و ارزیابی رویکردهای جایگزین به بازاریابی هموار می¬کند.
کلمات کلیدی: برند گرایی | بازار گرایی | گرایش های استراتژیک | هم افزایی
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