تبيين مهارت هاي كارآفريني سازمان در نيل به موقعيت برتر راهبردي

Explaining the Entrepreneurial Skills in the Organization to Achieve Superior Strategic Position

چكيده هدف تحقيق حاضر، ارايه چارچوبي براي تبيين رابطه ميان "مهارت هاي كارآفريني سازمان" و "موقعيت‌يابي راهبردي" است. ابزار گردآوري داده ها، چهار "پرسشنامه بسته" است. حجم نمونه، 80 شعبه بانك ملي ايران 96 مشتري در شهر تهران است. نتايج، نشانگر وجود رابطه معنادار (در سطح اطمينان 95%) بين "مهارت هاي كارآفريني در سازمان" و "موقعيت برتر راهبردي" مي باشند (ضريب بتا - 279/0). همچنين، رابطه مثبت ميان "مهارت هاي كارآفريني در سازمان" و "رفتار كارآفرينانه در سازمان" (ضريب بتا - 299/0) و نيز رابطه مثبت ميان " رفتار كارآفرينانه در سازمان" و "موقعيت برتر استراتژيك" (ضريب بتا - 936/0) را در سطح اطمينان 95% تاييد مي نمايند. البته تاثير (در سطح اطمينان 95%) "فرهنگ سازماني كارآفرينانه" بر رابطه ميان "مهارت هاي كارآفريني در سازمان" و "رفتار كارآفرينانه در سازمان" مي باشند (ضريب بتا - 310/0). با مقايسه نظرات روساي شعب و مشتريان از لحاظ موقعيت برتر استراتژيك بانك مشخص گرديد، نظرات اين دو گروه يكسان است؛ اما در رابطه با موقعيت يابي فيزيكي و ادراكي، روساي شعب و مشتريان، نظرات متفاوتي داشتند؛ هر چند كه در بخش موقعيت يابي برند، نظرات مشابه مي‌باشند.

Abstract The purpose of this study, is to explain the relationship between the organizationʹs entrepreneurial skills and strategic positioning in the Bank Melli Iran. Four "closed questionnaires" were used for data gathering. The first sample size, is the 80 branches of Bank Melli Iran in Tehran. Also, in order to further field study, strategic positioning questionnaire was collected from the second sample which is 96 individuals of customers. The results indicate a significant relationship (at the 95% confidence interval) between "entrepreneurial skills in the organization" and "superior strategic position" (beta coefficient = 0.279). The results, Also, obtain the positive relationship between "entrepreneurial skills in the organization" and "entrepreneurial behavior in organizations" (beta coefficient = 0.299) and the positive relationship between "entrepreneurial behavior in the organization" and "superior strategic position at the 95% confidence interval" (beta coefficient = 0.936). In addition, the results show that "entrepreneurial culture" (at the 95% confidence interval) influence the relationship between "entrepreneurial skills in the organization" and "entrepreneurial behavior in organizations" (beta coefficient = 0.310). On the other hand, a comparison of branch managers and customers indicate that their views about superior strategic position of Bank Melli Iran are identical. But their view about physical and perceptual positioning, branch managers and customers had different opinions, although, their views about brand positioning are the same. Keywords: Strategic Positioning; Entrepreneurial Skills in Organization; Entrepreneurial Behavior in Organizations; Entrepreneurial Organizational Culture