رهبری تحول‌گرا و توسعه قابلیت‌های بازاریابی: تبیین نقش میانجی سرمایۀ فکری (مورد مطالعه: کسب‌و‌کارهای کوچک و متوسط فعال در صنعت غذایی کشور)

نویسنده

استادیار گروه مدیریت دانشگاه پیام نور

چکیده

توسعه قابلیت های بازاریابی بدون توجه به سرمایه های فکری امری ناشدنی است. از طرفی، محیط پویای اقتصادی مستلزم توجه سازمان ها به اهمیت توسعه رهبری تحول گراست؛ زیرا این رهبران نقش فوق العاده ای در فرآیند ایجاد سرمایۀ انسانی و سایر ابعاد سرمایۀ فکری و به تبع آن، بهبود عملکرد سازمانی دارند. این مقاله به بررسی این نکته می پردازد که چگونه ادراکات کارکنان از سبک تحول گرای رهبری بطور مثبتی مزایای سرمایۀ انسانی و به تبع آن سایر اجزای سرمایۀ فکری و در نهایت قابلیت های بازاریابی کسب و کارهای تجاری را تحت تأثیر قرار می دهد. برای این منظور، 368 نفر از مدیران میانی و ارشد کسب وکارهای کوچک و متوسط فعال در صنعت غذایی واقع در شهرک های صنعتی سراسر کشور با روش نمونه گیری خوشه ای چند مرحله ای انتخاب شدند. نتایج نشان می دهد سبک رهبری تحول گرا، پتانسیل قوی و قابل ملاحظه ای در راستای تأثیر بر درک مزایای سرمایۀ انسانی در بین کارکنان دارد، و مهم تر اینکه، سرمایۀ انسانی با تأثیر یر سایر اجزای سرمایۀ فکری نقش میانجی را در ارتباط بین رهبری تحول گرا و سایر مؤلفه های سرمایۀ فکری ایفا می نماید. در نهایت، شواهد حاکی از تأثیر مستقیم و معنادار سرمایه های اطلاعاتی، ساختاری و رابطه ای بر قابلیت های بازاریابی کسب وکارهای کوچک و متوسط فعال در صنعت غذایی کشور است.
 

کلیدواژه‌ها

عنوان مقاله [English]

Transformational leadership and development of marketing capabilities: Explaining the mediating role intellectual capital (Case Study: SMEs operating in the food industry of IRAN)

نویسنده [English]

  • iman hakimi
چکیده [English]

Developing marketing capabilities without paying attention to intellectual capital and especially human capital is impossible.On the other hand, dynamic economic environment requires attention to the importance of transformational leadership development in organizations; because these leaders have a great role in the process of creating the human capital and other dimensions of intellectual capital and consequently, improves organizational performance. This paper explores how employees’ perceptions on leaders’ transformational style positively affect their human capital benefits and consequently affect other components of intellectual capital and ultimately marketing capabilities  of business organizations. For these purposes, 368 responses from middle and top level management of small and medium sized businesses operating in the food industry located in industrial zones across the country were selected by multistage cluster sampling. The results show that transformational leadership factors have strong and significant potential to influence employee perceived human capital benefits, and most importantly, human capital, with the influence of other components of intellectual capital, plays a mediating role in the relation between transformational leadership and other components of intellectual capital. Finally, evidence suggests the direct and significant impact of informational capital, structural capital, and relational capital on marketing capabilities of small and medium-sized of enterprises operating in the food industry of IRAN.
 

کلیدواژه‌ها [English]

  • Transformational Leadership
  • Intellectual capital
  • Marketing Capabilities
  • Small and medium-sized of enterprises

مراجع

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پژوهش های مدیریت در ایران
دوره 24، شماره 1
فروردین 1399
صفحه 1-31

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