بررسی روابط درونی عوامل مؤثر بر بازاریابی کارآفرینانه در تعاونی‌های کشاورزی با استفاده از روش دیمتل فازی

نوع مقاله : مقاله پژوهشی

نویسنده

gorgan gorgan

چکیده

در پژوهش حاضر به  شناسایی و سنجش روابط بین متغیرهای مؤثر بر بازاریابی­کارآفرینانه در تعاونی­های کشاورزی استان مازندران پرداخته شد. به این منظور، از یک شاخص جامع متشکل از 4 مؤلفة اصلی و 15 مؤلفة فرعی مرتبط با بازاریابی­کارآفرینانه و سازگار با محیط گزارشگری ایران، به ­عنوان معیارهای سنجش بازاریابی­کارآفرینانه در تعاونی­های کشاورزی، استفاده گردید. بر این اساس، با توجه به جامعة­ آماریپژوهش، یعنیمدیرانتعاونی­های کشاورزی استان مازندران، 15 نفر به عنوان خبره انتخاب شدند. برای جمع­آوری نظر خبرگان،پرسش‌نامةمقایسات زوجیطراحیو برایسنجشمیزانتأثیر عواملازیکمقیاسپنج‌سطحیفازی استفادهشد. روایی پرسش‌نامه با استفاده از نظر خبرگان و استادان دانشگاهی مورد تأیید قرار گرفت. یافته­های پژوهش نشان ­داد شاخص هوش­ رقابتی مؤثرترین شاخص بوده که در سایر شاخص­ها (عوامل­خارجی، عوامل­داخلی و مزیت­ رقابتی) تأثیر ­گذاشته است. میان عوامل فرعی، شاخص­های­ سرمایه­گذاری تحقیق و توسعه، سرمایه‌گذاری در بازار و سیاست­ دولت، تمایز محصول و کیفیت ­محصول به­عنوان مؤثرترین معیارها شناخته شدند که در سایر مؤلفه­ها تأثیر ­گذاشته‌اند.

کلیدواژه‌ها

عنوان مقاله [English]

An Investigation of the Interrelationships of Effective Factors on Entrepreneurial Marketing in Agricultural Cooperatives by Using Fuzzy DEMATEL

نویسنده [English]

  • alireza ma'toufi
gorgan gorgan
چکیده [English]

In this research, we identified and evaluated the relationships between the variables affecting entrepreneurial marketing in the Agricultural Cooperativesof Mazandaran province and also, the Fuzzy DEMATEL Technique was used to analyze these relationships, as well as that the degree of influence and impact of these factors were determined. This study consisted of four main components of a competitive intelligence index, external factors index, competitive advantage Index, internal factors Index, a checklist of 15 factors related to entrepreneurial marketing, which were compatiblewith Iran's reporting environment, was prepared. Accordingly, 15 experts were selected from the statistical population including the managers of agricultural cooperatives in Mazandaran province. A pairwise comparison questionnaire was designed to seek out experts' opinions.  The effect of the factors was measured by a fuzzy five-level scale. Also, the validity of the questionnaire was confirmed by experts and university professors. The results showed that among the main criteria, competitive intelligence has the most impact on other factors of system, and external factors, internal factors and competitive advantage were in the next. In addition, among the sub-criteria, R&D investment, market investment and government policy, product differentiation and product quality had the most impact on other factors of system.

کلیدواژه‌ها [English]

  • Market Orientation
  • Entrepreneurial Orientation
  • Entrepreneurship Marketing
  • Fuzzy DEMATEL Techniques

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