واکاوی نقش تعدیل‌گری مدیریت دانش در رابطه سرمایه‌های فکری و مزیت رقابتی برند: با تمرکز بر نقش میانجی ارزش برند (نمونه پژوهش: هتل‌های اردبیل)

نوع مقاله : مطالعه موردی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.

چکیده

امروزه از سرمایه فکری به‌منظور خلق و افزایش ارزش سازمانی استفاده می‌گردد و موفقیت یک سازمان به توانایی آن در مدیریت این منبع کمیاب بستگی دارد، به‌علاوه یکی از قابلیت‌های مهم سازمانی که می‌تواند به سازمان‌ها در خلق و تسهیم دانش بسیار کمک کند و برای آن‌ها در مقایسه با سازمان‌های دیگر مزیت رقابتی ایجاد کند، ارزش برند و مدیریت دانش می‌باشد. ازاین‌رو، در پژوهش حاضر به واکاوی نقش تعدیل‌گری مدیریت دانش در رابطه بین سرمایه‌های فکری و مزیت رقابتی پرداخته می‌شود. این پژوهش از نوع توصیفی–همبستگی است. جامعه آماری پژوهش حاضر متشکل از مدیران هتل‌های شهر اردبیل است؛ که به‌صورت تصادفی تعداد 130 نفر از اعضای نمونه در دسترس قرار گرفته و پرسشنامه‌ها تکمیل شد. داده‌ها با استفاده از نرم‌افزار spss و روش حداقل مربعات جزئی و نرم‌افزار Smart-pls تجزیه‌وتحلیل شدند. بررسی نتایج این تحقیق نشان داد که ارزش برند نتوانست نقش میانجی را در رابطه بین سرمایه فکری و مزیت رقابتی ایفا کند و همچنین استفاده از سرمایه‌های فکری با ارتقای مدیریت دانش به ایجاد مزیت رقابتی در سازمان‌های مهمان‌نوازی و هتلداری منجر می‌شود.

کلیدواژه‌ها


عنوان مقاله [English]

Analyzing the Moderating Role of Knowledge Management in Relation to Intellectual Capital and Brand Competitive Advantage: Focusing on the Mediating Role of Brand Value (Case Study: Ardebil Hotels)

نویسندگان [English]

  • Naser Seifollahi 1
  • Vahideh Ebrahimi Kharajo 2
1 Associate Professor, Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardebili University, Ardebil, Iran
2 Ph.D. Candidate of business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran
چکیده [English]

Today, intellectual capital is used to create and increase organizational value, and the success of an organization depends on its ability to manage this scarce resource, in addition to one of the important organizational capabilities that can greatly help organizations in creating and sharing knowledge. They create a competitive advantage over other organizations, brand value and knowledge management; Therefore, the present study investigates the moderating role of knowledge management in the relationship between intellectual capital and competitive advantage through innovation. This research is of descriptive-correlation type. The statistical population of the present study consists of hotel staff in Ardabil; 130 sample members were randomly available and questionnaires were completed. Data using SPSS software and partial least squares method and Smart PLS software were employed. The results of this study showed that the use of intellectual capital by promoting brand value management and brand innovation leads to a competitive advantage in hospitality and hospitality organizations.

کلیدواژه‌ها [English]

  • knowledge management
  • intellectual capital
  • brand value
  • competitive advantage
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