خلاصة:
شرایط رقابتی، تغییرات فزاینده خواستههای مشتریان و محیط کسب و کار امروزی، شرکتها را برای ادامه حیات و دستیابی به جایگاه بهتر، نیازمند انطباق با شرایط متغیر بازار و همسو شدن با آن میکند. در چنین شرایطی، انعطافپذیری مبتنی بر تغییرات بازار یا بهعبارت دیگر انعطافپذیری بازارمحور نهتنها یک انتخاب بلکه یک ضرورت محسوب میشود. لذا بررسی عواملی که بر انعطافپذیری بازارمحور تأثیرگذار هستند، میتواند در ایجاد، حفظ و توسعه این مهم راهگشا باشد. در این راستا، پژوهش حاضر با هدف بررسی تأثیر قابلیتهای پویای بازاریابی بر انعطافپذیری بازارمحور با اثر میانجیگر متغیرهای منابع مالی و پیکربندی فضایی انجام شد. این پژوهش به لحاظ هدف، کاربردی و از نظر روش و ماهیت، توصیفی- پیمایشی با رویکرد پژوهش کمّی است. جامعه آماری پژوهش از مدیران و کارشناسان بازاریابی شرکتهای واقع در شهرکهای صنعتی استان لرستان که دارای حداقل دو سال فعالیت صادراتی بودند، تشکیل شده است. تحلیل دادههای جمعیتشناختی به کمک نرمافزار SPSS 24 و تجزیهوتحلیل دادهها به منظور آزمون فرضیات از روش حداقل مربعات جزئی با استفاده از نرمافزارSmart PLS 3 انجام شده است. نتایج این پژوهش نشاندهنده آن است که مؤلفههای قابلیتهای پویای بازاریابی، منابع مالی و پیکربندی فضایی هر کدام به تفکیک اثر مثبت و معنادار بر انعطافپذیری بازارمحور دارند. همچنین قابلیتهای پویای بازاریابی علاوه بر اثر مستقیم، بهصورت غیرمستقیم و با نقش میانجی دو متغیر منابع مالی و پیکربندی فضایی نیز بر انعطافپذیری بازارمحور تأثیر مثبت و معنادار دارد.
IntroductionThe competitive conditions and the increasing changes in the demands of customers and the business environment today require companies to adapt to the changing conditions of the market and align with it in order to survive and achieve a better position. In such a situation, flexibility based on market changes or market-focused flexibility is not only a choice but a necessity. In general, according to the perspective of strategic marketing management, environmental uncertainty and market characteristics can be factors highlighting the need for flexibility based on market changes and a support for performance and competition in different fields. This means that faced with the high speed of industrial innovations, business managers must create market-focused flexibility that leads to achieving sales goals and sustainable competitive advantage. But companies need resources and capabilities to create market-focused flexibility. Therefore, examining the factors that affect market-oriented flexibility can be a way forward in creating, maintaining and developing this important issue. In this regard, the present research was conducted with the aim of investigating the effect of dynamic marketing capabilities on market-focused flexibility with the mediating effect of financial resources and spatial configuration variables.MethodologyThis research is applied in terms of purpose and Descriptive-survey in terms of method and nature with a quantitative research approach. The statistical population of the research is composed of all managers and marketing experts of companies located in industrial towns of Lorestan province that had at least two years of export activity. The number of export companies of these towns, which are located in seven cities of Lorestan province, is equal to 22 companies in total, and the number of people with the mentioned positions who have the most information about the subject of the research is equal to 110 people. Due to the limited statistical population of the research, a total of 90 people were selected as the statistical sample of the research by using the simple random sampling method and using Cochran's formula. The data collection tool of the current research is the standard questionnaire, which is designed in the form of 36 questions or items. This questionnaire, the validity of which was confirmed through the content validity method and its reliability using Cronbach's alpha method and combined reliability, was given to all the people in the statistical sample, out of which 84 completed questionnaires were received. In order to analyze the data collected from the mentioned number of people, demographic data analysis was done using SPSS 24 software and data analysis was done in order to test hypotheses using the partial least square method using Smart PLS 3 software.Results and DiscussionIn this research, the impact of dynamic marketing capabilities on market-oriented flexibility was investigated by explaining the mediating role of financial resources and spatial configuration, as a case study in export companies located in industrial towns of Lorestan province. The results of this research indicate that dynamic marketing capabilities have a positive and significant effect on market-oriented flexibility. Also, financial resources and spatial configuration each separately have a positive and significant effect on market-oriented flexibility. In the present study, the mediating role of financial resources and spatial configuration was also confirmed. Therefore, in addition to the direct effect, dynamic marketing capabilities have a positive and significant effect on market-oriented flexibility, indirectly and with the mediating role of two variables, financial resources and spatial configuration. In fact, it was investigated whether companies can improve their market-focused flexibility through the use of dynamic marketing capabilities directly and indirectly through the mediation of financial resources and spatial configuration. As the results obtained from the inferential statistics show, all the hypotheses of the research have been confirmed and therefore the answer to the above question is positive.Conclusion As a general result, it can be said that in export companies, by creating and using dynamic marketing capabilities, managing financial resources and proper spatial configuration, the market-focused flexibility of these companies has increased and led to better and greater adaptation to changing market conditions. It will be internal and external. In fact, in today's changing and competitive conditions, all companies, especially companies that are active in export like the case of this study, if they are flexible according to the perspective of strategic marketing management, they will have better conditions to respond and adapt to the uncertainties of the business environment. Therefore, it is necessary for business managers to pay special attention to influencing factors such as dynamic marketing capabilities, financial resources and appropriate spatial configuration to create and strengthen different types of market-focused flexibility.