نقش قابلیت برنامه ریزی استراتژیک بازاریابی در بهبود مزیت رقابتی پایدار شرکتهای بیمه با واسطه گری دانش بازاریابی

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 دکتری مدیریت بازرگانی (مدیریت بازاریابی)، گروه مدیریت بازرگانی، مرکز تحصیلات تکمیلی، دانشگاه پیام نور، تهران، ایران

2 گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت،واحد قشم، دانشگاه آزاد اسلامی، قشم، ایران

3 دانشجوی دکتری مالی، گرایش مهندسی مالی، گروه مدیریت مالی،واحد ایلام، دانشگاه آزاد اسلامی، ایلام، ایران

چکیده
هدف این پژوهش بررسی نقش قابلیت برنامه ریزی استراتژیک بازاریابی در بهبود مزیت رقابتی پایدار شرکتهای بیمه با واسطه­گری دانش بازاریابی می‌باشد. این پژوهش از نظر هدف، کاربردی و از نوع مطالعات توصیفی-همبستگی است. برای دستیابی به این هدف، این مطالعه یک چارچوب نظری ایجاد کرد که میانجیگری را از طریق داده‌هایی که به‌طور تصادفی از مدیران و کارشناسان ارشد بازاریابی شرکتهای بیمه جمع‌آوری شده بود، با جامعه کل 60 شرکت‌کننده، به تصویر می‌کشد. داده‌ها با استفاده از مدل‌سازی معادلات ساختاری، برای برازش مدل و نرم‌افزار اسمارت پی آل اس برای تحلیل مسیر برای برآورد اثرات مستقیم و غیرمستقیم مختلف مورد تجزیه و تحلیل قرار گرفت. نتایج نشان داد که قابلیت برنامه ریزی استراتژیک بازاریابی به صورت مستقیم بر ارتقاء مزیت رقابتی پایدار تأثیر معنی داری دارد اما این تأثیر محدود است. یافته‌ها شواهدی را ارائه می‌کنند که نشان می‌دهد ابعاد دانش بازاریابی به‌عنوان مکانیسم‌های میانجی مهم بین قابلیت برنامه ریزی استراتژیک بازاریابی به صورت مستقیم بر ارتقاء مزیت رقابتی پایدار عمل می‌کنند. به طور کلی، نتایج این مطالعه نشان داد قابلیت برنامه ریزی استراتژیک بازاریابی با نقش میانجی دانش بازاریابی بر ارتقاء مزیت رقابتی پایدار تأثیر معنی دار و قابل توجهی دارد.

کلیدواژه‌ها


عنوان مقاله English

The role of marketing strategic planning capability in improving the sustainable competitive advantage of insurance companies through the mediation of marketing knowledge

نویسندگان English

iman azizi 1
abas najafi 2
hosein torabi 3
1 PhD in Business Administration (Marketing Management), Department of Business Administration, Postgraduate Education Center, Payam Noor University, Tehran, Iran
2 Department of Business Administration, Faculty of Economics and Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
3 PhD student in finance, majoring in financial engineering. Department of Financial Management, Ilam Branch, Islamic Azad University, Ilam, Iran
چکیده English

Abstract
The purpose of this research is to investigate the role of strategic marketing planning in improving the sustainable competitive advantage of insurance companies through the mediation of marketing knowledge. In terms of purpose, this research is applicable, and of descriptive-correlative type studies. To achieve this goal, this study developed a theoretical framework that captures mediation through data collected randomly from managers and senior marketing experts of insurance companies, with a total population of 60 participants. Data were analyzed using structural equation modeling for model fitting, and SmartPLS software for path analysis; to estimate various direct and indirect effects. The results showed that the ability to plan strategic marketing directly has a significant effect on promoting sustainable competitive advantage, but this effect is limited. The findings provide evidence that marketing knowledge dimensions act as important mediating mechanisms between strategic marketing planning capabilities, and directly promote sustainable competitive advantage. In general, the results of this study showed that strategic marketing planning capability with the mediating role of marketing knowledge has a meaningful and significant effect on promoting sustainable competitive advantage.

کلیدواژه‌ها English

Strategic marketing planning ability
Marketing knowledge
Sustainable competitive advantage
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  • تاریخ دریافت 21 فروردین 1403
  • تاریخ بازنگری 31 اردیبهشت 1403
  • تاریخ پذیرش 09 خرداد 1403