نویسندگان
1 دانشجوی دکتری مدیریت بازاریابی بین‌الملل، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران
2 دانشیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران
چکیده
امروزه پرورش مدیران شایسته، به یکی از کلیدی‌ترین مفاهیم در عرصه مدیریت تبدیل شده‌است و به زعم بسیاری از خبرگان دانشگاهی و صنعتی، می‌تواند یکی از رهیافت‌های اصلی موفقیت سازمان‌ها و فراتر از آن صنایع مختلف یک کشور در بسترهای ملّی و فراملّی باشد. این پژوهش با بهره‌گیری از رویکرد کیفی و با استفاده از نظریه داده بنیاد، به‌دنبال شناسایی شایستگی‌های مدیران بازاریابی بین‌الملل در ایران است. بدین منظور با استفاده از روش نمونه‌گیری نظری، با ۱۰ نفر از مدیران موفق در حوزه تجارت بین‌الملل مصاحبه انجام شد. در گام بعدی، 99 گزاره مفهومی اولیه از کدگذاری باز، 18 گزاره مقوله‌ای از کدگذاری محوری و 6 مقوله اصلی از کدگذاری انتخابی به‌دست‌آمد. بر اساس تجزیه‌وتحلیل‌های صورت گرفته، پدیده اصلی این پژوهش را "شایستگی‌های مدیران بازاریابی بین‌الملل" تشکیل می‌دهد که متأثر از شرایط علّی (هوش ریاضی، هوش فرهنگی و ویژگی‌های فردی)، عوامل زمینه‌ای (عملکرد رایزن‌های ایرانی و عملکرد اتاق‌های بازرگانی) و عوامل مداخله‌گر (شرایط اقتصادی، سیاسی و فرهنگی) است و از طریق راهبردهایی نظیر تجربه کار و زندگی در کشور مقصد، انجام تحقیقات گسترده و نظام‌مند پیرامون بازار، مشتریان و مصرف‌کنندگان و تشکیل شبکه روابط گسترده، می‌تواند پیامدهایی از جمله ارتقاء جایگاه برند ملّی، افزایش آگاهی از برند ایرانی و افزایش ارزش برند ملّی را به همراه داشته‌باشد.
کلیدواژه‌ها
عنوان مقاله [English]
Presenting International Marketing Managers Competency Model
نویسندگان [English]
- Asal Basiji 1
- Mohammad Ali Babaie Zakliki 2
- Masoumeh Hoseinzadeh Shahri 2
- Ameneh Khadivar 2
چکیده [English]
Presenting International Marketing Managers Competency Model
Nowadays, training competent managers is one of the most important topics in the field of management studies. Many of industrial and academic experts believe that competent managers are the main reasons for a country organizations success in both intra and international areas. Present study aims to find international managers competencies by means of grounded theory. Applying theoretical method of sampling, 10 of the most famous and successful Iranian organizations, working in international markets have been chosen as the sample of study. Findings contain 99 concepts through open coding, 18 categories through axial coding and 6 main concepts through selective coding. According to the results, the main phenomenon of this research is the process of extracting of international marketing managers competencies considering the causal factors (mathematical intelligence, cultural intelligence and personality traits), contextual factors (performance of Iranian consultants, performance of chambers of commerce and confounding factors (economic, political, and cultural conditions) through strategies such as work and life experience in the destination country, extensive and systematic market, customers and consumers research, and the formation of a broader network of relationships, which would finally lead to promotion of national brand status, rising of Iranian brand awareness, and increasing of national brand value.
کلیدواژه‌ها [English]
- International Marketing Managers
- International Marketing Managers Competencies
- National Brand
- Grounded Theory
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