علوم و فناوری نساجی و پوشاک

علوم و فناوری نساجی و پوشاک

تأثیر هوشمندی‌های استراتژیک‌ بازار بر عملکرد بازاریابی بین‌المللی برندهای ملی در صنعت نساجی با توجه به نقش تعدیل‌گر استراتژی‌های رقابتی

نوع مقاله : مقاله پژوهشی

نویسندگان
بهناز خوش طینت 1
سیداحمد حسینیان 2
مهناز نوروزی 3
1 گروه مدیریت، واحد بوئین‌زهرا، دانشگاه آزاد اسلامی، بوئین‌زهرا، ایران
2 گروه مدیریت، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
3 گروه مدیریت، واحد تهران غرب، دانشگاه آزاد اسلامی، تهران، ایران
10.22034/jtst.2025.480551.1476
چکیده
پژوهش حاضر به تعیین تأثیر هوشمندیهای استراتژیک‌ بازار بر عملکرد بازاریابی بینالمللی برندهای ملی در صنعت نساجی با توجه به نقش تعدیل‌کنندۀ استراتزی‌های رقابتی (رهبری هزینه- تمایز در تحویل) پرداخته است. روش تحقیق از نظر هدف کاربردی و از نظر شیوۀ جمع‌آوری داده‌ها پیمایشی می‌باشد. جامعۀ آماری تحقیق حاضر شامل اعضاء اتحادیۀ تولید و صادرات نساجی و پوشاک ایران، به تعداد 402 نفر می‌باشد. حجم نمونه با استفاده از جدول مورگان 118 نفر تعیین گردید و روش نمونه‌گیری پژوهش حاضر تصادفی ساده است. ابزار جمع‌آوری داده‌ها، پرسشنامۀ محقق‌ساخته بوده است. پایایی پرسشنامه‌ها با استفاده از روش آلفای کرونباخ، تحلیل عاملی و پایایی ترکیبی و همچنین روایی ابزار با استفاده از روایی همگرا و روایی واگرا مورد تأیید قرار گرفته است. به منظور تجزیه‌وتحلیل داده‌ها از معادلات ساختاری و مشخصأ نرم‌افزار اسمارت پی ال اس، انجام پذیرفته است. نتایج این تحقیق حاکی از آن است که هوشمندی‌های استراتژیک‌ بازار بر عملکرد بازاریابی بین‌المللی برندهای ملی در صنعت نساجی تاثیر دارد. همچنین نقش تعدیل‌کنندۀ استراتژی‌های رقابتی (رهبری هزینه- تمایز در تحویل) تایید گردید.
کلیدواژه‌ها
هوشمندی‌های استراتژیک‌ بازار
عملکرد بازاریابی بین‌المللی برندهای ملی
استراتژی‌های رقابتی
رهبری هزینه
تمایز در تحویل

موضوعات

عنوان مقاله English

The Effect of Strategic Market Intelligence on the International Marketing Performance of National Brands in the Textile Industry with Respect to the Moderating Role of Competitive Strategies

نویسندگان English

Behnaz Khoshtinat 1
SeyedAhmad Hosseinian 2
Mahnaz Norouzi 3
1 Department of Management, Buinzahra Branch, Islamic Azad University, Buinzahra, Iran
2 Department of Management, Science and Research Unit, Islamic Azad University, Tehran, Iran
3 Department of Management, West Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده English

The present study has determined the effect of strategic market intelligence on the international marketing performance of national brands in the textile industry with respect to the moderating role of competitive strategies (cost leadership-differentiation in delivery). The research method is applied in terms of purpose and survey in terms of data collection method. The statistical population of the present study includes 402 members of the Iranian Textile and Apparel Production and Export Union. The sample size was determined as 118 people using the Morgan table and the sampling method of the present study is simple random. The data collection tool was a researcher-made questionnaire. The reliability of the questionnaires was confirmed using Cronbach's alpha, factor analysis and composite reliability, as well as the validity of the instrument using convergent validity and divergent validity. In order to analyze the data from structural equations and specifically SmartPLS software, it has been carried out. The results of this study indicate that strategic market intelligence has an effect on the international marketing performance of national brands in the textile industry. Also, the moderating role of competitive strategies (cost leadership - differentiation in delivery) was confirmed.

کلیدواژه‌ها English

strategic intelligence of the market
international marketing performance of national brands
competitive strategies
cost leadership
differentiation in delivery
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  • تاریخ دریافت 05 مهر 1403
  • تاریخ بازنگری 30 آذر 1403
  • تاریخ پذیرش 01 اسفند 1403