نقش میانجی بازارگرایی در رابطه بین مهارت‌های اجتماعی و کارآفرینی سازمانی در شرکت ناب استیل

هدف این پژوهش بررسی نقش میانجی بازارگرایی در رابطه بین مهارت‌های اجتماعی و کارآفرینی سازمانی در شرکت ناب استیل می‌باشد. پژوهش حاضر به لحاظ هدف، توسعه‌ای و کاربردی و از نظر ماهیت و شیوه جمع‌آوری اطلاعات، توصیفی همبستگی؛ و به طور مشخص مبتنی بر مدل‌یابی معادلات ساختاری می‌باشد. جامعه آماری پژوهش حاضر کلیه کارکنان شرکت ناب استیل مازندران که تعداد 150 نفر می‌باشند؛ و بر طبق جدول مورگان، 108 نفر به‌عنوان نمونه انتخاب شدند و روش نمونه‌گیری تصادفی ساده می‌باشد. ابزار گردآوری در پژوهش حاضر سه پرسشنامه که شامل پرسشنامه کارآفرینی سازمانی از پرسشنامه رابینز و کولتر (1996) و مهارت اجتماعی کارآفرینان از پرسشنامه استاندارد ماتسون و بازار گرایی از پرسشنامه نرور و اسلاتر استفاده گردیده است. یافته‌های پژوهش نشان داد که شاخص مهارت‌های اجتماعی با ضریب 0.718 و به بیان دیگر به اندازه 71.8 درصد بر کارآفرینی سازمانی با حضور متغیر میانجی بازارگرایی در شرکت ناب استیل تاثیر دارد. در سطح اطمینان 0.95 و با توجه به مقدار t-value که برابر 18.577 است می‌توان گفت بین مهارت‌های اجتماعی بر کارآفرینی سازمانی با استفاده از مولفه میانجی بازارگرایی در شرکت ناب استیل رابطه وجود دارد.

the mediating role of market orientation in the relationship between social skills and organizational entrepreneurship in nab steel company

abstractthe purpose of this research is to investigate the mediating role of market orientation in the relationship between social skills and organizational entrepreneurship in nab steel company. the current research is developmental and applicable in terms of its purpose, and descriptive-correlative in terms of the nature and method of data collection. and it is specifically based on structural equation modeling. the statistical population of this research is all the employees of nab steel company of mazandaran, which are 150 people; and according to morgan’s table, 108 people were selected as a sample and the random sampling method is simple. in the current research, three questionnaires were used, including the organizational entrepreneurship questionnaire of robbins and coulter (1996), the social skills of entrepreneurs of matson’s standard questionnaire, and the market orientation questionnaire of narur and slater. the findings of the research showed that the index of social skills has a coefficient of 0.718, or in other words, a 71.8% effect on organizational entrepreneurship with the presence of the mediating variable of market orientation in nab steel company. at the confidence level of 0.95 and according to the t-value which is equal to 18.577, it can be said that there is a relationship between social skills on organizational entrepreneurship using the mediating component of market orientation in nab steel company.extended abstractintroductionentrepreneurship is one of the skills of the 21st century, during which people learn how to start a new business and succeed in their career (amiri, 2020). efficient and successful organizations are organizations that consider entrepreneurship as an inseparable part of their characteristics and make no effort to strengthen the spirit of organizational entrepreneurship (rahimi rahimi, 2022). baron markman(2003) believe that one of the components of this equation is the social skill of entrepreneurs. entrepreneurs’ social skills are effectiveness in interacting with others and setting relationships with them, which are influenced by individual characteristics and environmental factors (rezai, 2019). with the increase in the competitive level of the markets, the use of innovation strategy to gain a competitive advantage has achieved a special place. therefore, identifying factors affecting the success of innovation strategy has become very important. one of these factors is market orientation. market orientation is the most important factor in the success of innovative strategies of companies (lio, 2013; newman et al, 2016; fernandes sampaio, 2020). in fact, the concept of market orientation, developed by marketing researchers, serves as a strategic framework to ensure the achievement of sustainable competitive advantage (buratti, 2021).according to the mentioned points, the researcher is trying to answer the main question of whether market orientation plays a mediating role in the relationship between social skills and organizational entrepreneurship in nab steel company.theoretical frameworkmarket orientation means marketing, and a organizational culture that provides a greater value for customers, and must be clarified in the company’s activities and processes (noruzi et al, 2017). market orientation is an important source at data collecting about the customers and the competitors (yan et al, 2017). social skills refer to ability of making effective communication with others. this skill has various dimensions in the service industry, such as: the ability of making a good personal relationship with the customers, offering services to the customers in a friendly and truthfully way, truthful relationship with the customers, eager to help and offer full information to the customers (ainin et al, 2015). organizational entrepreneurship is a programmed and purposeful process that is supported and advertised by organizations in the current organizational framework in order to log out of the inactivity, proper reaction toward the changes, and better use of the existing resources. organizational entrepreneurship is used to describe the existence of the inner entrepreneurship tendencies of the employees (hermawan et al, 2021).naeiji et al, (2022) conducted the effect of market orientation and innovation strategies in the innovative performance of the knowledge-based companies. the results indicate that the market orientation’s both dimensions are effective on the discovery and utilizing. also, there is a positive relationship between the innovation strategies and performance; however, the discovery innovation is more effective on the innovative performance than utilizing innovation.rashed hasan polas rajo (2021) investigated the technology and decision making of entrepreneurship marketing during covid 19 crisis. this study shows a positive and significant relationship between the entrepreneurship opportunities recognition, opportunity development, and utilizing of opportunities; and entrepreneurship marketing decision making. also, it has been shown that the entrepreneurship enthusiasm plays a mediating role in the relation between entrepreneurship opportunity recognition and opportunity development, and entrepreneurship marketing decision making.methodologyin terms of the objective, the current research is of the type of applicable and developmental, and in terms of the method used, it is a descriptive-correlative research. the statistical population of this research is all the employees of nab steel company of mazandaran, which are 150 people; and according to morgan’s table, 108 people were selected as samples. a simple random sampling method was used in this research. in order to collect data related to the organizational entrepreneurship variable, the organizational entrepreneurship questionnaire by rabinz kolter 1(996), and the social skill variable of entrepreneurs was used from the standard matson questionnaire, and the market orientation variable was used from neror slater’s market orientation questionnaire.research findings