نقش بازارگرایی در رابطه بین فرهنگ نوآوری و توسعه استراتژی بازاریابى برند نایک در شهر شیراز

هدف از پژوهش حاضر تعیین نقش بازارگرایی در رابطه بین فرهنگ نوآوری و توسعه استراتژی بازاریابى برند نایک در شهر شیراز می باشد. این پژوهش از نظر روش و شیوه پژوهش، توصیفی همبستگی مبتنی بر مدلسازی معادلات ساختاری و از نظر هدف، کاربردی است و به صورت میدانی انجام شده است. جامعه آماری این پژوهش شامل کلیه مشتریان برند نایک شهر شیراز به تعداد نامعلوم می‌باشد. که با استفاده از فرمول کوکران 385 نفر به روش غیرتصادفی در دسترس نمونه گیری به عنوان نمونه آماری انتخاب گردیدند. ابزار جمع‌آوری داده‌ها پرسشنامه های استاندارد بازارگرایی نارول و سارتل (1990) و پرسشنامه فرهنگ سازمانی و نوآوری کارملی(2005) و پرسشنامه استراتژی های بازاریابی شولینگ لی (2000) بوده است. پس از تجزیه و تحلیل داده ها توسط نرم افزار اس پی اس اس نسخه 25 و اسمارت پی ال اس نسخه 3، یافته های پژوهش نشان دهنده تاثیر منفی و معنادار فرهنگ نوآوری بر توسعه استراتژی بازاریابی (t-value=6/180 و 0.333 = ß)، تاثیر مثبت و معنادار بین فرهنگ نوآوری و بازارگرایی( 23/661=t- value و 1.011= ß) و تاثیر مثبت و معنادار بین بازارگرایی و توسعه استراتژی بازاریابی برند بود. علاوه براین نقش میانجی بازارگرایی دررابطه بین فرهنگ نوآوری و توسعه استراتژی بازاریابی مورد تایید قرار گرفت. توسعه استراتژی‌های بازاریابی برای مدیران سازمان‌های ورزشی و تولیدکنندگان برندهای ورزشی ضروری است.لذا ارائه دهندگان محصولات نایک در ایران با ایجاد و نهادینه کردن فرهنگ نوآوری در فروشگاه های ورزشی و همچنین بازارگرایی نسبت به توسعه استراتژی های بازار مبادرت ورزند.

the role of market orientation in the relationship between innovation culture and the development of nike brand marketing strategy in shiraz

the purpose of this study is to determine the role of market orientation in the relationship between innovation culture and the development of nike brand marketing strategy in shiraz. despite the few researches that exist in this field in our country, the importance of research has increased the impact of innovation culture on marketing strategies through market orientation more than ever. by explaining the impact of innovation culture on marketing strategy with the role of market orientation, the researcher aims to help the community of stores offering nike products in the city of shiraz, and based on the results of this research, take a big step in the direction of advancing and developing different marketing methods in sports marketing industry. on the other hand, small and medium sized businesses that cannot keep pace with the rapid changes and transformations in the present era, will become stagnant, stop, and stagnate, and will undoubtedly not have an active presence in the future, and will eventually collapse. therefore, considering the importance of innovation on market performance in the current turbulent environment, the main question of the present research is the role of market orientation in the causal relationship of innovation culture on the development of nike brand marketing strategy in shiraz city.in terms of research method, this research is descriptive correlation based on structural equation modeling and in terms of purpose, it is applied and has been conducted in the field. the statistical population of this study includes all customers of nike brand in shiraz in an unknown number. using cochran’s formula, 385 people were selected as a statistical sample by non random sampling method. data collection tools were narwell and sartel (1990) standard market orientation questionnaire, carmel’s organizational culture and innovation questionnaire (2005) and schilling lee (2000) marketing strategies questionnaire. table 1. reliability of research questionnairesreliability statuscronbach’s alphacomponentvariableacceptable0.86beliefs/attitudes/stylesinnovation cultureacceptable0.66clarity of goals and clarity of role acceptable0.89work organization acceptable0.93decision making acceptable0.91customer orientationmarket orientationacceptable0.79competitiveness acceptable0.90interdepartmental coordination acceptable0.70 marketing strategy after analyzing the data by spss software version 25 and smart pls version 3, the research findings show a negative and significant effect of innovation culture on the development of marketing strategy, was a positive and significant effect between innovation culture and market orientation and a positive and significant effect between market orientation and brand marketing strategy development. table 7. research assumptionshypothesisvariablesstatisticsthe first hypothesisinnovation culture on marketing strategy developmentß 0.333t value6.180the second hypothesisinnovation culture over market orientationß0.821t value62.664the third hypothesismarket orientation on strategy developmentß1.011t value23.661 in addition, the mediating role of market orientation in the relationship between innovation culture and marketing strategy development was acknowledged. the development of marketing strategies is essential for managers of sports organizations and manufacturers of sports brands. therefore, the providers of nike products in iran should develop market strategies by creating and institutionalizing a culture of innovation in sports stores as well as market orientation. finally, it is suggested that sports stores in shiraz by institutionalizing the culture of innovation in human resources, imported products as well as copy products that are made from the nike brand in shiraz sports stores, with belief, beliefs and common values about the customer among the members of the organization (the store) promote a kind of culture and by continuously evaluating the customer’s needs, they provide reasons for their satisfaction and develop strategies based on these strengths. to pay the superior value that is created for customers due to market orientation can make sports stores in shiraz city perform well in terms of providing products to customers and make customers of this brand loyal to their store.