شناسایی عوامل موثر بر اجرای استراتژی‌های بازاریابی با استفاده از تحلیل میدان نیرو
الموضوعات : پژوهش های مدیریت راهبردی
طهمورث حسنقلی پور
1
(استاد مدیریت بازرگانی ، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.)
محمد علی شاه حسینی
2
(دانشیار گروه مدیریت MBA، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران)
زهره دهدشتی شاهرخ
3
(دانشیار گروه مدیریت بازرگانی، دانشکدۀ مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران)
قاسم جوکار
4
(دانشجوی دکتری مدیریت بازاریابی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران)
الکلمات المفتاحية: استراتژی, بازاریابی, عوامل بازدارنده, اجرا, عوامل تسهیلگر,
ملخص المقالة :
اجرای استراتژی بازایابی یک مرحله کلیدی در فرایند بازاریابی استراتژیک در سازمان می‌باشد. با وجود اهمیت و نقش کلیدی اجرای استراتژی‌های بازاریابی در موفقیت و بهبود عملکرد شرکت‌ها، این موضوع یک چالش همیشگی برای شرکت‌ها باقی مانده است. مجموعه متنوعی از عوامل می‌توانند به عنوان حامی و یا مانع اجرای استراتژی‌های بازاریابی عمل کنند. بنابراین هدف اصلی این پژوهش شناسایی عوامل تسهیلگر و بازدارنده اجرای استراتژی‌های بازاریابی در صنعت کاشی و سرامیک می‌باشد. این پژوهش با استفاده از روش پژوهش کیفی و بهره‌گیری از تکنیک تحلیل میدان نیرو عوامل تسهیلگر و بازدارنده در اجرای استراتژی‌های بازاریابی را شناسایی می‌کند. در این پژوهش از مصاحبه به عنوان ابزار گردآوری داده‌ها استفاده شده است. عوامل تسهیلگر اجرای استراتژی‌های بازاریابی در چهار مقوله اصلی شامل زیرساخت‌های سازمانی، رهبری و مدیریت، فاکتورهای عملیاتی و هوشمندی رقابتی و عوامل بازدارنده اجرای استراتژی‌های بازاریابی نیز در چهار مقوله اصلی از جمله عوامل محتوایی، عوامل اجتماعی-انسانی، عوامل محیطی و عوامل کارکردی-وظیفه‌ای استخراج شدند. بر اساس نتایج حاصل از این پژوهش شرکت‌ها با تقویت نیروهای تسهیلگر و تضعیف نیروهای بازدارنده می‌توانند احتمال موفقیت در پیاده‌سازی برنامه‌های استراتژیک بازاریابی و در نتیجه رسیدن به اهداف استراتژیک خود را افزایش دهند.
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