طراحی الگوی عملکرد محصول جدید مبتنی بر بازارگرایی و سرعت نوآوری در صنعت چرم

اﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ ﻫﺪف ﻃﺮاﺣﯽ اﻟﮕﻮی ﻋﻤﻠﮑﺮد ﻣﺤﺼﻮل ﺟﺪﯾﺪ ﻣﺒﺘﻨﯽ ﺑﺮ ﺑﺎزارﮔﺮاﯾﯽ و ﺳﺮﻋﺖ ﻧﻮآوری در ﺻﻨﻌﺖ ﭼﺮم اﻧﺠﺎم ﮔﺮﻓﺘﻪ اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻈﺮ ﻫﺪف ﮐﺎرﺑﺮدی و از ﻧﻮع ﺗﻮﺻﯿﻔﯽ- ﭘﯿﻤﺎﯾﺸﯽ اﺳﺖ. دادهﻫﺎی ﻣﯿﺪاﻧﯽ در ﺳﺎل 1396 از راه ﭘﺮﺳﺶﻧﺎﻣﻪ ﺑﺎ ﻣﺮاﺟﻌﻪ ﺑﻪ 200 ﻧﻔﺮ از ﻣﺪﯾﺮان و دﺳﺖاﻧﺪرﮐﺎران واﺣﺪﻫﺎی ﺗﻮﻟﯿﺪی و ﻓﺮوش ﭼﺮم در ﺷﻬﺮ ﺗﺒﺮﯾﺰ ﮔﺮدآوری ﺷﺪه اﺳﺖ. ﺗﺤﻠﯿﻞ دادهﻫﺎ، آزﻣﻮن ﻓﺮﺿﯿﺎت و ﻧﯿﺰ ﺑﺮازش ﻣﺪل ﻣﻔﻬﻮﻣﯽ ﭘﮋوﻫﺶ ﺑﺎ روش ﻣﺪلﺳﺎزی ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری و ﻧﺮماﻓﺰار lesrel اﻧﺠﺎم ﮔﺮﻓﺘﻪ اﺳﺖ. ﯾﺎﻓﺘﻪﻫﺎ ﻧﺸﺎن ﻣﯽدﻫﺪ، ﺑﺎزارﮔﺮاﯾﯽ ﺑﺎ اﺑﻌﺎد اﯾﺠﺎد ﻫﻮﺷﻤﻨﺪی، ﺗﻮزﯾﻊ ﻫﻮﺷﻤﻨﺪی و ﭘﺎﺳﺨﮕﻮﯾﯽ ﻫﻢ ﺑﻪﺻﻮرت ﻣﺴﺘﻘﯿﻢ و ﻫﻢ ﺑﻪﺻﻮرت ﻏﯿﺮﻣﺴﺘﻘﯿﻢ از راه ﺳﺮﻋﺖ ﻧﻮآوری ﺑﺮ ﻋﻤﻠﮑﺮد ﻣﺤﺼﻮل ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداری دارد. ﻫﻢﭼﻨﯿﻦ، ﺑﺎزارﮔﺮاﯾﯽ در ﻗﺎﻟﺐ ﺳﻪ ﻣﺘﻐﯿﺮ ﯾﺎد ﺷﺪه ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ ﺑﺮ ﺳﺮﻋﺖ ﻧﻮآوری دارد. ﻧﺘﺎﯾﺞ ﺑﺪﺳﺖ آﻣﺪه از ﺑﺮرﺳﯽ رواﺑﻂ ﺑﯿﻦ ﻣﺘﻐﯿﺮﻫﺎی ﻣﺴﺘﻘﻞ ﻧﺸﺎن ﻣﯽدﻫﺪ، اﯾﺠﺎد ﻫﻮﺷﻤﻨﺪی و ﺗﻮزﯾﻊ ﻫﻮﺷﻤﻨﺪی ﺗﺄﺛﯿﺮ ﻗﺎﺑﻞ ﺗﻮﺟﻬﯽ ﺑﺮ ﭘﺎﺳﺨﮕﻮﯾﯽ ﺑﻪ ﻫﻮﺷﻤﻨﺪی ﺑﺎزار داﺷﺘﻪ و ﻧﯿﺰ اﯾﺠﺎد ﻫﻮﺷﻤﻨﺪی ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداری ﺑﺮ ﺗﻮزﯾﻊ ﻫﻮﺷﻤﻨﺪی دارد. ﺑﻪﻃﻮر ﮐﻠﯽ، ﺑﺮ اﺳﺎس ﻧﺘﺎﯾﺞ ﺑﺪﺳﺖ آﻣﺪه ﻣﯽﺗﻮان ﭘﺬﯾﺮﻓﺖ ﮐﻪ ﺳﺮﻋﺖ ﻧﻮآوری ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ را ﺑﯿﻦ رواﺑﻂ ﺑﺎزارﮔﺮاﯾﯽ و ﻋﻤﻠﮑﺮد ﻣﺤﺼﻮل ﺟﺪﯾﺪ اﯾﻔﺎ ﻣﯽﮐﻨﺪ؛ ﻟﺬا، ﻓﻌﺎﻻن ﺻﻨﻌﺖ ﭼﺮم ﻣﯽﺗﻮاﻧﻨﺪ ﺑﺎ ﺗﺸﮑﯿﻞ ﺟﻠﺴﻪﻫﺎی ﻣﺸﺘﺮک ﺑﯿﻦ ﺑﺨﺶﻫﺎی ﺑﺎزارﯾﺎﺑﯽ و ﻓﺮوش ﺑﺎ ﺳﺎﯾﺮ ﺑﺨﺶﻫﺎ ﻫﻤﭽﻮن ﺑﺨﺶ ﭘﮋوﻫﺶ و ﺗﻮﺳﻌﻪ و ﺗﻮﻟﯿﺪ، ﺑﻪ ﺗﺒﺎدل و اﻧﺘﻘﺎل دادهﻫﺎ ﭘﺮداﺧﺘﻪ و ﺑﺎ در ﻧﻈﺮ ﮔﺮﻓﺘﻦ ﺳﺮﻋﺖ در ﻧﻮآوری، ﺑﻪﮔﻮﻧﻪ ﻗﺎﺑﻞ ﺗﻮﺟﻬﯽ ﻋﻤﻠﮑﺮد ﻣﺤﺼﻮﻻت ﺟﺪﯾﺪ ﺧﻮد را ﺑﻬﺒﻮد ﺑﺨﺸﯿﺪه و ارﺗﻘﺎء دﻫﻨﺪ.

Designing a New Product Performance Model Based on Market Orientation and Innovation Speed in the Leather Industry

This study aimed to design a new product performance model based on market orientation and innovation speed in the leather industry has been done. While this study is essentially an applied research and it is descriptive survey. Field data was collected using questionnaires in 2017 by referring to 200 managers and directors of leather manufacturing and sell units in Tabriz Township, that were selected randomly. Data analysis, testing hypotheses, and also fitting the conceptual model of research was performed using structural equation modeling and LISREL software. Findings indicate, market orientation in form of intelligence generation, intelligence dissemination and responsiveness influences new products performance positively and meaningfully, both directly and indirectly through innovation speed, and also have positive and meaningful effect on innovation speed. The results were obtained by surveying relationship between independent variables show, intelligence generation and intelligence dissemination have a significant effect on responsiveness to market intelligence. Finally, intelligence generation has a positive and meaningful effect on intelligence dissemination.