بررسی تأثیر ابعاد بازارگرایی بر کارکردهای مدیریت دانش

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دکتری مدیریت بازرگانی، گرایش بازاریابی، گروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران

2 استادیار، گروه مدیریت رسانه، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران

3 کارشناس ارشد مدیریت، گروه مدیریت، مرکز شهمیرزاد، دانشگاه آزاد اسلامی، شهمیرزاد، ایران

چکیده

هدف پژوهش بررسی ارتباط میان ابعاد بازارگرایی و کارکردهای مدیریت دانش و ارائه الگوی مفهومی در این حوزه است. در گام نخست با استفاده از مطالعه ادبیات تحقیق و مصاحبه با گروه خبرگان، نه ویژگی برای سنجش مفهوم بازارگرایی شناسایی شد. سپس با استفاده از تحلیل عاملی تأییدی این ویژگیها در قالب سه گروه به­عنوان ابعاد بازارگرایی (مشتری­گرایی، رقیب­گرایی و هماهنگی درون وظیفه­ای) طبقه‌بندی شد. در این راستا ده ویژگی به­منظور سنجش مفهوم مدیریت دانش شناسایی و با استفاده از تحلیل عاملی تأییدی در قالب سه گروه و تحت عنوان کارکردهای مدیریت دانش (کسب دانش، انتشار دانش و پاسخگویی دانش) طبقه­بندی شد. در گام دوم پایایی سازه (متغیرهای مفهومی) و روایی همگرای ابزار سنجش پژوهش مورد ارزیابی و تأیید قرار گرفت. داده­های مورد نیاز با استفاده از روش پیمایشی جمع‌آوری شد. جامعه آماری پژوهش تمام بخشهای فعال در اقتصاد کشور است که از میان آنها و با استفاده از روش نمونه­گیری در دسترس از برخی بخشها، گروهی از مدیران به­عنوان نمونه انتخاب شدند و پرسشنامه برای آنها ارسال شد. در گام نهایی داده­ه با استفاده از تحلیل همبستگی و رگرسیون چندگانه تحلیل شد و تأثیر مثبت و معنادار بازارگرایی بر کارکردهای مدیریت دانش مورد تأیید قرار گرفت.

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