طراحی مدلی جهت بررسی رابطه بین قابلیت‌های سازمانی، مزیّت رقابتی و عملکرد محصول جدید (مطالعه موردی: شرکت‌های فعال در صنعت مواد غذایی شهر مشهد)

نوع مقاله : علمی پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران

2 استاد گروه مدیریت دانشگاه لرستان،لرستان،ایران

3 استادیارگروه مدیریت، واحد یاسوج، دانشگاه ازاد اسلامی، یاسوج، ایران

چکیده

دستیابی به عملکرد برتر هدفی است که سازمان‌ها برای رسیدن به آن به اقدامات مختلفی روی می‌آورند. در این میان قابلیت‌ها تأثیر بسزایی در ایجاد مزیت رقابتی برای سازمان‌ها دارند و از جمله این قابلیت‌ها می‌توان به بازاریابی، نوآوری و تحقیق و توسعه اشاره کرد. در این پژوهش سعی بر ارائه مدلی شده است تا به بررسی رابطه بین قابلیت‌های سازمانی، مزیت رقابتی و عملکرد محصول جدید پرداخته شود. بدین منظور تعداد 105 پرسشنامه بین مدیران شرکت‌های مواد غذایی شهر مشهد توزیع شد. در این پژوهش از نرم‌افزار AMOS و SPSS برای تجزیه و تحلیل داده استفاده گردید. نتایج تحقیق نشان می­دهد که رابطه معناداری بین قابلیت‌های سازمانی (قابلیت بازاریابی، قابلیت نوآوری، قابلیت تحقیق و توسعه) و مؤلفه‌های مزیت رقابتی (سرعت ارائه محصول و کیفیت محصول) وجود دارد، همچنین یافته‌های این تحقیق نشان داد که رابطه معناداری بین شاخص‌های مزیت رقابتی و مؤلفه‌های عملکرد محصول (عملکرد مالی و عملکرد مبتنی بر مشتری) جدید وجود دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Designing A Model to Investigate the Relationship among Organizational Capabilities, Competitive Advantage and New Product Performance: The Case of Food Corporations in Mashhad

نویسندگان [English]

  • Ebrahim Roushan Ghias 1
  • Reza Sepahvand 2
  • Abdolkhalegh Chenarestan Oulia 3
  • ali pirzad 3
1 -PhD Candidate, Department of Management, Yasouj Branch, Islamic Azad University, Yasouj, Iran
2 Professor, Department of Management, Lorestan University, Lorestan, Iran
3 Assistant Professor of Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran
چکیده [English]

All thriving organizations constantly strive to raise their performance standards. What may enhance any company’s competitive advantage is a set of capabilities including marketing, innovation and research and development capabilities. The present inquiry was an attempt to design a model to scrutinize the extent to which organizational capabilities, competitive advantage and new product performance may correlate. To this end, a questionnaire was distributed among 105 managers of food companies in Mashhad, Iran, and the collected data were analyzed via AMOS and SPSS softwares. The research findings indicated a significant relationship between organizational capabilities, including marketing capability, innovation capability, research and development capability, and competitive advantage components of product and product delivery speed. A significant relationship was also found between competitive advantage indicators like financial and consumer-oriented performances and components of product performance.  
 

کلیدواژه‌ها [English]

  • Competitive Advantage
  • Food Industry
  • New Product Performance
  • Organizational Capabilities
Alam, I. (2003), “Innovation strategy, process and performance in the commercial banking industry”, Journal of Marketing Management, 19(9-10), 973-999.
Breznik, L and Lahovnik, M. (2016), Dynamic capabilities and competitive advantage: Finding from case studies. Management, 21, 167-186.
Carbonell, P. and Rodriguez, A.I. (2010), “The effect of market orientation on innovation speed and new product performance”, Journal of Business & Industrial Marketing, 25(7), 501-513.
Chan, S.L. and Ip, W.H. (2010), “A scorecard-Markov model for new product screening decisions”,Industrial Management & Data Systems, 110(7),  971-992.
Chang, S., & Lee, M. (2008). The linkage between knowledge accumulation capability and organizational innovation. Journal of Knowledge Management, 12(1), 3-20.
Cooper, R.G., & Kleinschmidt,E.J.(1995). Benchmarking the firm critical success factors in new product development. Journal of product innovation management, 12(5),pp.374-391.
Crawford, C.M.(2002).; New product management, IRWIN, fifth edition, p 9.
Day, G. (1994), The capabilities of market-driven organizations, Journal of Marketing, 58(3), 37–52.
Dananeifard et al. (2005), Quantitative Research Methodology in Management: A Comprehensive Approach, First Edition, Tehran, Safarsaraghi Publishing. [In Persian]
Escrig‐Tena,A. , J Bou‐Llusar,J.C, (2005), A Model for Evaluating Organizational Competencies: An Application in the Context of a Quality Management Initiative.,journal of the Decision Sciences institute, 36(2), 221-257.
Soliman, F. (2013). “Does Innovation Drive Sustainable Competitive Advantages?”, Journal of Modern Accounting and Auditing, 9(1), 130-143.
Grant R.-M. (1997), The knowledge- based view of the firm: implication for management for management practice:Long Range Planning,30(3),450-454.
Griffin, A (1997). "PDMA Research on New Product Development Practices Updating trends and Benchmarking Best Practices"., Journal of Product Innovation[1] Management, 14(6), 429-458.
Gurumurthy, A and Kodali, R. (2012), "An application of analytic hierarchy process for the selection of a methodology to improve the product development process",Journal of Modelling in Management, 7(1), 97 - 121.
Im, S., Nakata, C., Park, H. and Ha, Y.-W. (2003), “Determinants of Korean and Japanese new product performance: an international and process view”, Journal of International Marketing, 11(4), 81-112.
Johannessen, J-A., & Olsen, B. (2003), Knowledge management and sustainable competitive advantages: The impact of dynamic contextual traning. International Journal of Information Management, 23(4), 277-289.
Kajjani, Akbar, Memarnejad, Abbas (2004), The Importance of Human Resources Quality, R & D (R & D in Iran's Economic Growth, Journal of Business Research, 31, 1-31. [In Persian]
Krasnikov, A. & Jayachandran, S. (2008), The relative impact of marketing, research-anddevelopment, and operations capabilities on firm performance. Journal of Marketing, 72 (4), 1- 11.
Kowang,T.O., Long,c.s.& Rasli,A.(2014). New Product Development Framework for Multinational locations-M based Organizations in South East Asia. Procedia-Social and Behavioral Sciences, 129, 68-74.
Lee J. S.; Hsieh C. J. (2010), “A research in relating entrepreneurship, marketing capability, innovative capability and sustained competitive advantage”,
Li L.,(2005), Assessing intermediate infrastructural manufacturing decis that affect a firms a market performance, 43(12), 2537-2551.
Lisboa, A., Skarmeas, D., Lages, C. (2011), Innovative Capabilities: Their drivers and effects on current and future performance, Journal of Business Research, 64, 1157-1161.
Matear, S., Gray, B.J. and Garret, T. (2004), “Market orientation, brand investment, new service development, market position and performance for service rganizations”, International Journal of Service Industry Management, 15(3), 284-301.
Naidoo, V. (2010). Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy, Industrial Marketing Management 39(8), 1311-1320.
Orak, F, and Babayi, M. A. (2015), Evaluation of the relationship between marketing capabilities and organization performance in food producing companies in Tehran, Branch Management Quarterly, 2(4), 147-176. [In Persian]
Phyra ,Sok ; Aron , O’Cass ; Keo Mony, Sok;. (2013), Achieving superior SME performance: Overarching role of marketing, innovation, and learning capabilities, Australasian Marketing Journal, 21(3), 161–167.
Sheng, S., Zheng Zhou, K. & Lessassy, L.(2013), NPD speed vs. innovativeness: The contingent impact of institutional and market environments, Journal of Business Research, 66(11), 2355–2362.
Smith, A. D. (2011). Competitive approaches to new product development: A comparison of successful organizations in an unstable economic environment. Team Performance Management: An International Journal,17(3/4), 124-145.
Song, M., Nason, R. W., & Di Benedetto, C. A. (2008). Distinctive marketing andinformation technology capabilities and strategic types: A cross-national investigation. Journal of International Marketing, 61(1): 4–38.
Vorhies, D.W.& Morgan, N.A (2005). Benchmarking marketing capabilities for sustained competitive advantage. Journal of marketing,69(1), 80-94.
Wang, C. L. and Ahmed, P. K. (2007). Dynamic capabilities: A review and research agenda. The International Journal of Management Reviews, 9(1), 31-51.
Yahaya, Shahrul-Yazid and Abu-Bakar, Nooh, (2007). New Product Development Management Issues and Decision-Making Approaches, Management Decision,45(7), 1123-1142.
Yam, R.C.M., Guan, J.C, Pun, K.F and Tang, E.P.Y.( 2004), “An audit of technological innovation capabilities in Chinese firms: some empirical findings in Beijing, China”, Journal of Research Policy 33(8), 1123-1140.
Zahra, S. A. Sapienza, H. J. and Davidsson, P. (2006). Entrepreneurship and Dynamic Capabilities: A Review, Model and Research Agenda. Journal of Management Studies, 43(4), 917–955.