| تعداد نشریات | 63 |
| تعداد شمارهها | 2,258 |
| تعداد مقالات | 18,571 |
| تعداد مشاهده مقاله | 57,469,365 |
| تعداد دریافت فایل اصل مقاله | 29,448,331 |
Validation of the Pattern of Digital Marketing Capabilities Affecting Product Development | ||
| International Journal of Digital Content Management | ||
| دوره 5، شماره 8، فروردین 2024، صفحه 183-205 اصل مقاله (1.47 M) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2022.68780.1121 | ||
| نویسندگان | ||
| Sajjad Zeinali1؛ Fereydoun Omidi* 2؛ Ali Mehrabi3 | ||
| 1Ph.D. Candidate in Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran | ||
| 2Assistant Professor, Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran | ||
| 3Assistant Professor, Department of Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran | ||
| چکیده | ||
| Purpose: Due to the importance of creating competitive advantages, the present study was conducted with a view to validating the pattern of digital marketing capabilities affecting the development of new Abadan petrochemical products. The present research is applied in terms of purpose and has been done with a survey method. Method: The type of research is quantitative. The data collection tool was a questionnaire with 50 questions. Confirmatory factor analysis was used for the validation of the questionnaire as well as Cronbach's alpha coefficient. Findings: Findings showed that the value of confirmatory factor analysis (t-value) for all 5 paths of the model is greater than 1.96 and the significance of the test is less than 0.05, so with a 95% confidence level causal factors affect the main category (marketing capabilities for new product development) by 0.705; The main category (marketing capabilities for new product development) has an impact on strategies of 0.379; Intervening factors affect strategies by 0.129; Underlying factors affect strategies by 0.457; Finally, strategies have an impact on outcomes of 0.849 Conclusion: The results show that the innovation, customer orientation, marketing technologies improvement, research and development capabilities and communication capabilities are confirmed. Also they emphasized as causal dimensions and the basis of digital marketing. Finally, the board diversity is confirmed as the underlying dimensions and platform of digital marketing. | ||
| کلیدواژهها | ||
| Abadan Petrochemical Company؛ Accreditation؛ Digital Marketing؛ Product Development | ||
| مراجع | ||
|
Jokari, F., & Rezaei Dolatabadi, H. (1397). Evaluating the role of dynamic marketing capabilities and modeling marketing capabilities on company performance (Case study: Isfahan Chamber of Commerce member companies). Master Thesis of Shahid Ashrafi University of Isfahan.
Soltani Fesghandis, G., Pouya, A., Kazemi, M., & Naji Azimi, Z. (2016). Predicting the success of new product development using a combination of factor analysis and artificial neural network, Productivity Management, Tenth Year, No. 37, p. 127-155.
Salimabadi, M., Salehi, N., & Heidari Kia, M. (1398). The effect of knowledge and experience of marketing staff and exporting company, logistics capability, production and development of products to export performance with the mediating role of marketing planning capabilities and differentiation in services. Master Thesis of Parandak Institute of Higher Education, Department of Management.
Karami, A., & Amini Lari, M. (1397). Design and formulate marketing strategies for petrochemical products using mixed marketing tools. Master Thesis of Semnan University.
Nosrati, M., & Taghizadeh, N. (2015). Evaluation of key factors in new product development (Case study: Paxan Company). Master Thesis of Islamic Azad University, Shahroud Unit, Faculty of Humanities.
Cooper, R. G. (2001). Winning at new products: Accelerating the Process from idea to launch, Addison-Wesley. Reading, MA.
Cooper, R. G. (2005), Product leadership: Pathways to profitable innovation. New York, NY, USA: Perseus Publishing.
Cooper, R. G. (2013). The drivers of success in new-product development. Industrial Marketing Managemen. 10, 1-12.
Gonzalez, F. J. M., & Palacios, T. M. B. (2002). The effect of new product development techniques on new product success in Spanish firms, Industrial Marketing Management, 31, 261–271.
Mu, J. (2013). Networking capability, new venture performance and entrepreneurial rent. Journal of Research in Marketing and Entrepreneurship, 15(2): 101–123. 18-
Mu, J., Bao, Y., Sekhon, T., Qi, J., & Love, E. (2018). Outside-in marketing capability and firm performance. Industrial Marketing Management, 75, 37-54.
Mu, J., Thomas, E., Peng, G., & Di Benedetto, A. (2016). Strategic orientation and new product development performance: The role of networking capability and networking ability, Industrial Marketing Management, 2, 1-15.
Ozdemir, S., Kandemir, D., Eng, T. Y., & Gupta, S. (2019). Vertical stakeholder collaborations for firm innovativeness in new product development: The moderating roles of legal bonds and operational linkages. Journal of Business Research.
Panizzon, M., Milan, G. S., Dorion, E. C. H., & Coallier, F. (2020). "The main determinants of new product development ability for international markets: An empirical study on brazilian manufacturing export companies." Journal of Engineering and Technology Management, 57: 101569.
Sun, W., Ding, Z., & Price, J. (2020). Board structure and firm capability: An environment-embedded relationship between board diversity and marketing capability. Industrial Marketing Management, 90, 14-29.
Wang, L., Jin, J. L., Zhou, K. Z., Li, C. B., & Yin, E. (2020). Does customer participation hurt new product development performance? Customer role, product newness, and conflict. Journal of Business Research, 109, 246-259.
Zhang, J., Jiang, Y., & Zhu, M. (2015). Perceived environmental turbulence, strategic orientations and new product success. Journal of Advances in Management Research, 12(1), 43 – 54.
Zhou, K. Z. & Li, C. B. (2010). How strategic orientation influences the building of dynamic capabilities in emerging economies. Journal of Business Research, 63(3): 224–231. | ||
|
آمار تعداد مشاهده مقاله: 441 تعداد دریافت فایل اصل مقاله: 364 |
||