| تعداد نشریات | 282 |
| تعداد نشریات سازمان | 80 |
| تعداد شمارهها | 3,196 |
| تعداد مقالات | 35,423 |
| تعداد مشاهده مقاله | 52,242,120 |
| تعداد دریافت فایل اصل مقاله | 91,775,537 |
بررسی تأثیر همراستایی استراتژیهای بازاریابی و عملکرد زنجیره تامین بر عملکرد سازمانی در شرکتهای صنعتی تولید مبلمان اداری استان تهران | ||
| تحقیقات علوم چوب و کاغذ ایران | ||
| مقاله 13، دوره 31، شماره 3 - شماره پیاپی 56، مهر 1395، صفحه 522-540 اصل مقاله (994.97 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22092/ijwpr.2021.106286 | ||
| نویسندگان | ||
| ابوالحسن حسینی* 1؛ محمدرضا طبیبی1؛ سید علی حسینی2 | ||
| 1استادیار گروه مدیریت بازرگانی دانشکده علوم اقتصادی و اداری، دانشگاه مازندران | ||
| 2دانشجوی کارشناسی ارشد اجرایی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران. | ||
| چکیده | ||
| در این تحقیق به بررسی اثر«0همراستایی استراتژیهای بازاریابی» بر«عملکرد زنجیره تأمین» و«عملکرد سازمانی» در شرکتهای مبلمان اداری پرداخته شده است. جامعه آماری این تحقیق شرکت های مرتبط در زمینه تولید و فروش مبلمان اداری، مستقر در شهرک های صنعتی چهاردانگه، خاوران و پرند در استان تهران است که در نهایت 206 نمونه جمع آوری شد. روش تحقیق از نظر هدف کاربردی و از نظر نحوهی گردآوری اطلاعات، توصیفی-همبستگی است و برای آزمون فرضیات و پاسخگویی به سؤالات تحقیق، از «مدلسازی معادلات ساختاری» استفاده شد. بر اساس نتایج پژوهش، در سطح اطمینان 95% مشخص گردید که تأثیر «همراستایی استراتژی های بازاریابی» بر «عملکرد زنجیره تأمین» در شرکت های مبلمان اداری مورد بررسی 7.45، تأثیر«عملکرد زنجیره تأمین» بر«عملکرد سازمانی» در شرکت-های مبلمان اداری مورد بررسی 4.19، بدست آمد که نشان دهنده معنیداری نوع رابطه در این فرضیات می باشد. همچنین در این تحقیق مشخص گردید که «همراستایی استراتژی های بازاریابی» هم بطور مستقیم موجب بهبود «عملکرد سازمانی» می شود وهم بطور غیرمستقیم به افزایش «عملکرد زنجیره تأمین» شرکت های فعال در صنعت مبلمان اداری کمک می کند و این افزایش «عملکرد زنجیره تأمین» به بهبود «عملکرد سازمانی» می انجامد. | ||
| کلیدواژهها | ||
| همراستایی استراتژیهای بازاریابی؛ عملکردزنجیره تامین؛ عملکردسازمانی؛ صنعت مبلمان اداری در استان تهران؛ مدلسازی معادلات ساختاری | ||
| عنوان مقاله [English] | ||
| Study of Relationship of Aligning Marketing Strategies and Organizational Performance With the mediator role of Supply Chain Performance.Case study: Office Furniture Production Industrial Corporations in Tehran. | ||
| نویسندگان [English] | ||
| Aboalhassan hosseini1؛ Mohammad reza Tabibi1؛ Seaid ali Hosseini2 | ||
| 1Assistant Prof, Faculty Member of University of Mazandaran, Babolsar, Iran | ||
| 2MSc., Business Administration, University of Mazandaran, Babolsar, Iran | ||
| چکیده [English] | ||
| In this study, the effect of "aligning marketing strategy" on "supply chain performance" and "organizational performance" in office furniture companies was taken into account. The study population was firms where based in the industrial towns, Tehran, such as Chahardangeh, Khavaran and Parand. At last, 206 samples were collected. This is, based on purpose, an applied research, however, it is a descriptive survey in terms of data collection. For analyzing of hypotheses and research questions, "structural equation modeling" was used. According to the results, the impact of aligning marketing strategies on the value of supply chain in office furniture firms was determined 7.45 at 95% confidence level and also the effect of the value of supply chain on organizational performance was gained 4.19 at the same confidence level. Both indicated the relationships in hypotheses were significant. From this research, it was concluded that aligning marketing strategies had improved organizational performance directly and increased the value of supply chain indirectly in active companies in the office furniture industry which helped to improve "organizational performance". | ||
| کلیدواژهها [English] | ||
| marketing strategy alignment, supply chain performance, organizational performance, office furniture companies, Structural equation modeling | ||
| مراجع | ||
|
-Arabi, S. M. Rezvani, H., 2007. The Relationship between Business and Marketing Strategies Fit and Organizational Performance: A Study in Tamin Pharmaceutical Investment Co. Volume 2 (Number 5), 71-95 -Armstrong, M., 2011. Strategic human resource management (a guide to action), Translated by: Arabi, M., Izadi, M.O. Cultural Searches Office, Tehran, 328 p -Asgharizadeh, E. Momeni, M. and Ghasemi, A., R., 2011. Supply chain excellence modeling with benchmarking of EFQM (Case of: Shahrvand chain stores), Journal of Management, Volume 3, 68-89 -Barczak, G. Griffin, A. & Kahn, K.B., 2009. Perspective: trends and drivers of success in NPD practices: results of the 2003 PDMA best practices study. Journal of product innovation management, 26(1), 3-23. -Beamon, B. M., 1999. Measuring supply chain performance. International Journal of Operations & Production Management, 19(3), 275-292. -Cai, J., Liu, X., Xiao, Z., & Liu, J., 2009. Improving supply chain performance management: A systematic approach to analyzing iterative KPI accomplishment. Decision Support Systems, 46(2), 512-521. -Chan, F.T., Qi, H.J., Chan, H., Lau, H.C. & Ip, R.W., 2003. A conceptual model of performance measurement for supply chains. Management decision, 41(7), 635-642. -Chen, I. J. & Paulraj, A., 2004. Towards a theory of supply chain management: the constructs and measurements. Journal of operations management, 22(2), 119-150. -Dalvi, M. R. Gorbani, H. and Bagheri, M., 2014. The Study of Effect Marketing Strategies Alignment on Supply Chain and Organizational Performance (Case: Entekhab Industrial Group), Journal of Marketing Management, (Number 23), 95-103 -Danai far, H. Alvani, M. and Azar, A., 2009.Quantitive research methodology in management: A comprehensive approach, Safar-Eshraghi, Tehran, 612p -Fynes, B., De Burca, S. & Marshall, D., 2004. Environmental uncertainty, supply chain relationship quality and performance. Journal of Purchasing and Supply Management, 10(4), 179-190. -Green Jr, K. W. Whitten, D. & Inman, R. A., 2008. The impact of logistics performance on organizational performance in a supply chain context. Supply Chain Management: An International Journal, 13(4), 317-327. -Green, K. W. & Inman, R. A., 2005. Using a just-in-time selling strategy to strengthen supply chain linkages. International Journal of Production Research, 43(16), 3437-3453. -Gunasekaran, A. Patel, C. & Tirtiroglu, E., 2001. Performance measures and metrics in a supply chain environment. International journal of operations & production Management, 21(1/2), 71-87. -Harris, L. C. & Ogbonna, E., 2001. Strategic human resource management, market orientation, and organizational performance. Journal of Business Research, 51(2), 157-166. -Jüttner, U. Christopher, M. & Godsell, J., 2010. A strategic framework for integrating marketing and supply chain strategies. The International Journal of Logistics Management, 21(1), 104-126. -Kalantari, Kh. 2010, Structural Equation Modeling in Socio-Economic Research (with LISREL and SIMPLIS softwar).pubished by Farhand Saba, Tehran, p.189 -Keefe, L. M., 2004. What is the meaning of ‘marketing’? Marketing News, 38(15), 17-18. -Ketchen Jr, D. J. & Giunipero, L. C., 2004. The intersection of strategic management and supply chain management. Industrial Marketing Management, 33(1), 51-56. -Kheyri, B. and Roshani, A., 2014, The Study of role of mediation in the relationship between the orientation of strategic marketing capabilities and organizational performance (case: Iran Melli Bank), Management, (Number 29), 97-113 -Knowles, G. Whicker, L. Femat, J. H. & Canales, F. D. C., 2005. A conceptual model for the application of Six Sigma methodologies to supply chain improvement. International Journal of Logistics: Research and Applications, 8(1), 51-65. -Lambert, D. M. Cooper, M. C. & Pagh, J. D., 1998. Supply chain management: implementation issues and research opportunities. The international journal of logistics Management, 9(2), 1-20. -Li, S. Ragu-Nathan, B. Ragu-Nathan, T. S. & Rao, S. S., 2006. The impact of supply chain management practices on competitive advantage and organizational performance. Omega, 34(2), 107-124. -Manian, A. Dehghan, M. Akhavan, M.R. and Qorbani, D., 2010. Identifying Factors Affecting Supply Chain Performance: The case of Car's Part Manufacturing Industry, spring, Iranian Journal of Management Sciences, Volume 5 (Number 17), 67-88 -Mehregan M.R. Asgharizadeh E.A. and Safari H., 2008. Designing a model for corporate competitiveness measurement through structural equation model: Case study – IRAN'S National Petrochemical Company, Quarterly Iranian Journal of Trade Studies(IJTS), Spring, Volume 12, Number 46:1- 36 -Mentzer, J. T. Stank, T. P. & Esper, T. L., 2008. Supply chain management and its relationship to logistics, marketing, production, and operations management. Journal of Business Logistics, 29(1), 31-46. -Min, S. & Mentzer, J. T., 2000. The role of marketing in supply chain management. International Journal of Physical Distribution & Logistics Management, 30(9), 765-787. -Momeni, M. and Ghayomi, A., 2008, Statistical data analysis with SPSS, New Book, Tehran, 302 p -Morgan, C., 2007. Supply network performance measurement: future challenges? The International Journal of Logistics Management, 18(2), 255-273. -Pour soleymani, A, Shahroudi, K. and Salimi, A., 2001, Supply chain performance in petroleum industry, Jurnal of Marketing Management, (Number 23), 95- 109 -Rezvani, H.2012, Research Method for Management, published by: Nashre Mehraban,Tehran,143-158 -Riahi, A,. 2015. Value chain analysis in Tehran furniture cluster, http://www.qomfurniture.ir -Rosenzweig, E.D. Roth, A.V. & Dean Jr, J.W., 2003. The influence of an integration strategy on competitive capabilities and business performance: an exploratory study of consumer products manufacturers. Journal of Operations Management, 21(4), 437-456. -Tansel, A.T.,2010. The effects of human resource, marketing, and manufacturing performance on financial performance. Journal of Global Strategic Management 7, 112-128. -Thakkar, J., Kanda, A., & Deshmukh, S.G., 2009. Supply chain performance measurement framework for small and medium scale enterprises. Benchmarking: An International Journal, 16(5), 702-723. -Weir, K.A., Kochhar, A.K., LeBeau, S.A., & Edgeley, D.G., 2000. An empirical study of the alignment between manufacturing and marketing strategies. Long Range Planning, 33(6), 831-848. | ||
|
آمار تعداد مشاهده مقاله: 2,214 تعداد دریافت فایل اصل مقاله: 1,647 |
||