بررسي تاثير هوش بازاريابي بر نوآوري در بازارهاي جهاني با نقش تعديلگر توسعه تكنولوژيك (مطالعه موردي: حوزه فرش اصفهان)

Investigating the Impact of Marketing Intelligence on Innovation in Global Markets with the Moderating Role of Technological Development (Case study: Isfahan Carpet Area)

ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺑﺮرﺳﯽ ﺗﺎﺛﯿﺮ ﻫﻮش ﺑﺎزارﯾﺎﺑﯽ ﺑﺮ ﻧﻮآوري در ﺑﺎزارﻫﺎي ﺟﻬﺎﻧﯽ ﺑﺎ ﻧﻘﺶ ﺗﻌﺪﯾﻠﮕﺮ ﺗﻮﺳﻌﻪ ﺗﮑﻨﻮﻟﻮژﯾﮏ ﺻﻮرت ﮔﺮﻓﺖ. اﯾﻦ ﭘﮋوﻫﺶ از ﻟﺤﺎظ ﻫﺪف ﮐﺎرﺑﺮدي و از ﻧﻈﺮ روش در زﻣﺮه ﺗﺤﻘﯿﻘﺎت ﺗﻮﺻﯿﻔﯽ ﻫﻤﺒﺴﺘﮕﯽ ﻗﺮار ﮔﺮﻓﺘﻪ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري اﯾﻦ ﻣﻄﺎﻟﻌﻪ، ﺷﺎﻣﻞ ﺧﺒﺮﮔﺎن و ﮐﺎرﺷﻨﺎﺳﺎن ﺣﻮزه ﻓﺮش اﺻﻔﻬﺎن ﺑﻪ ﺗﻌﺪاد 61 ﻧﻔﺮ ﺑﻮده اﺳﺖ. اﺑﺰار ﮔﺮدآوري در اﯾﻦ ﭘﮋوﻫﺶ، ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﻮده ﮐﻪ ﭘﺎﯾﺎﯾﯽ اﯾﻦ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎ ﺑﺎ اﺳﺘﻔﺎده از ﺿﺮﯾﺐ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ 0.911 ﺗﺎﯾﯿﺪ ﺷﺪ. ﺟﻬﺖ ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ داده ﻫﺎي ﺟﻤﻊ آوري ﺷﺪه از ﻧﺮم اﻓﺰار ﻣﺪﻟﺴﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري اﺳﻤﺎرت ﭘﯽ ال اس اﺳﺘﻔﺎده ﮔﺮدﯾﺪ. ﻧﺘﺎﯾﺞ ﺣﺎﮐﯽ از آن اﺳﺖ ﮐﻪ ﻫﻮ ﺑﺎزارﯾﺎﺑﯽ ﺑﺮ ﻧﻮآوري در ﺑﺎزارﻫﺎي ﺟﻬﺎﻧﯽ ﺗﺎﺛﯿﺮ ﻣﻌﻨﯽ داري دارد و در اداﻣﻪ ﻧﻘﺶ ﺗﻌﺪﯾﻠﮕﺮ ﺗﻮﺳﻌﻪ ﺗﮑﻨﻮﻟﻮژﯾﮏ ﺑﺮ ﺗﺎﺛﯿﺮ ﺳﺎزﮔﺎري ﺑﺎزارﯾﺎﺑﯽ ﺑﺮ ﻧﻮآوري در ﺑﺎزارﻫﺎي ﺟﻬﺎﻧﯽ ﺗﺎﯾﯿﺪ ﻧﺸﺪ وﻟﯽ ﻧﻘﺶ ﺗﻌﺪﯾﻠﮕﺮ ﺗﻮﺳﻌﻪ اﻗﺘﺼﺎدي ﺑﺮ ﺗﺎﺛﯿﺮ ﺳﺎزﮔﺎري ﺑﺎزارﯾﺎﺑﯽ ﺑﺮ نوآوري در ﺑﺎزارﻫﺎي ﺟﻬﺎﻧﯽ ﻣﻮرد ﺗﺎﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ.

The purpose of this study was to investigate the effect of marketing intelligence on innovation in global markets with the moderating role of technological development. This research is practical in terms of its purpose and in terms of method is a descriptive - correlation research. The statistical population of this study included 61 people of experts and specialists in the field of Isfahan carpet. The instrument for collecting data was standard questionnaire. The reliability of this questionnaire was confirmed using Cronbach's alpha coefficient of 0.911. Structured Equation Modeling Software (SPSS) software was used to analyze the collected data. The results indicate that marketing intelligence has a significant effect on innovation in global markets. Further, the moderating role of technological development on the impact of marketing compatibility on innovation in global markets was not confirmed, but the moderating role of economic development on impact of marketing compatibility on innovation in global markets was confirmed.