نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار مدیریت ورزشی، دانشگاه بیرجند
2 دانشجوی دکتری مدیریت ورزشی، دانشگاه فردوسی مشهد
3 دانشجوی کارشناسی‌ارشد مدیریت ورزشی، دانشگاه فردوسی مشهد
چکیده
پژوهش حاضر با هدف بررسی استراتژی‌های ورود به بازار غرب آسیا ازطریق نفوذ مبتنی بر منابع و تأثیرات سازمانی بر صنعت تجهیزات بدن‌سازی ایران انجام شد. این پژوهش ازنوع کاربردی بود که به شیوة پیمایشی انجام شد. جامعة موردبررسی همة مدیران ارشد و کارمندان کارخانجات و شرکت‌های تولیدی و صادراتی- وارداتی تجهیزات بدن‌سازی کشور در سال 1396 بودند (تعداد= 192 نفر). برای نمونه‌گیری از روش کل‌شمار استفاده شد. ابزار پژوهش پرسش‌نامة بررسی استراتژی‌های ورود به بازار خارجی ازطریق نفوذ مبتنی بر منابع و تأثیرات سازمانی زو و کاووگیل (1996) و نیز پرسش‌نامة عملکرد شرکت اوکاس و همکاران (2012) بود. برای تجزیه‌وتحلیل داده‌ها از تکنیک مدل‌سازی معادلات ساختاری ازطریق نرم‌افزارپی. ال. اس. و اس. پی. اس. اس. بهره برده شد. براساس نتایج حاصل از تجزیه‌وتحلیل داده‌ها، ویژگی‌های مبتنی بر منابع و ویژگی‌های مبتنی بر محیط تأثیر معناداری بر انتخاب استراتژی‌های ورود به بازار هدف دارند. همچنین، استراتژی‌های انتخاب‌شده برای نفوذ به بازار هدف، تأثیر معنادار و مثبتی بر عملکرد شرکت دارند؛ درنتیجه، دو حالت برابر و نابرابر در ورود به بازار جدید پیش‌بینی شد. شرکت‌هایی که به‌دنبال ورود درحالت نابرابر به بازار هدف هستند، باید دیدگاه دوگانه‌ای به استراتژی‌های خویش داشته باشند: 1- دید کوتاه‌مدت (استفاده از استراتژی‌های مرتبط با منابع محیطی برای نفوذ به بازار هدف)؛ 2- دید بلندمدت (درنظرگرفتن تأثیرات سازمانی بر نوع انتخاب حالت ورود به بازار).
کلیدواژه‌ها
- استراتژی ورود به بازار
- نفوذ مبتنی بر منابع
- تأثیرات سازمانی
- بازار غرب آسیا
- صنعت تجهیزات بدن‌سازی ایران
موضوعات
عنوان مقاله [English]
Explication of Market Entry (West Asian Markets) Mode Strategies via Resource-Based and Institutional Influences (Case Study: Iranian Body Building Equipment Industry)
نویسندگان [English]
- Mohammad Kashtidar 1
- Omar Alizaie 2
- seyed mohammad javad razavi 2
- Amir Akbar Zadeh 3
1 Associate Professor of Sport Management, University of Birjand
2 Ph.D. Student in Sport Management, Ferdowsi University of Mashhad
3 M.Sc. Student in Sports Management, Ferdowsi University of
چکیده [English]
The present study was conducted aiming at the explication of market entry (West Asian Markets) mode strategies via resource-based and institutional influences on the Iranian body building equipment industry. Current research is applied in terms of method and has been done by means of survey. The statistic population includes all senior managers and employees of Iranian producing factories and export-import companies of body building equipment in 2017 (192 cases). The PPS method was used for sampling. The research instrument includes the questionnaire of examining market entry mode strategies via resource-based and institutional influences of Zovo Kavogil (1996) and the questionnaire of company performance of Okas et al. (2012). Structural equation modeling technique was used to analyze the data using the software PLS and SPSS. Based on the results of data analysis, resource-based characteristics and environment-based features have a significant effect on the selection of market entry strategies. In addition, the strategies selected to penetrate the target market have a significant and positive effect on the company's performance. As a result, there are two equal and unequal modes of entry into the new market; companies seeking to enter the unequal state of the target market should have a dual view on their strategies: 1. Short-range vision (using strategies related to environmental resources Infiltration into the target market. 2. Long-term vision (considering organizational influences on the type of market entry choice).
کلیدواژه‌ها [English]
- Market Entry Mode Strategies
- Resource-Based
- Institutional Influences
- West Asian Markets
- Iranian Body Building Equipment Industry
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