تاثیر گرایش به کارآفرینی بر برندینگ محصولات صنعتی و رشد کسب و کار در بازارهای نوظهور

نویسندگان

1 گروه مدیریت، واحد علی‌آبادکتول، دانشگاه آزاداسلامی، علی‌آباد کتول، ایران نویسنده مسئول *

2 باشگاه پژوهشگران جوان و نخبگان، واحد علی‌آباد کتول، دانشگاه آزاد اسلامی، علی‌آباد کتول، ایران

چکیده

این مقاله به بررسی رابطه بین گرایش به کارآفرینی و گرایش به برند در شرکت‌های کوچک و متوسط فعال در بازارهای بازارهای صنعتی وسهم و نقش هر یک از این دو عامل در رشد کسب و کار در بازارهای نوظهور می‌پردازد. نویسندگان در این تحقیق یک مدل ساختاری با استفاده از داده‌های جمع آوری شده از کشور مجارستان طراحی و به صورت تجربی مورد بررسی قرار دادند. مجارستان کشوری است که در طول دو دهه گذشته و از زمان سقوط دیوار آهنین دستخوش تحولات سیاسی و اقتصادی فراوانی بوده است. نتایج حاکی از آن است که گرایش به کارآفرینی دارای اثر مثبتی بر رشد کسب و کار در بازارهای نوظهور است، در حالی که گرایش به برند دارای اثر منفی می‌باشد. علاوه بر این، تحقیق حاضر به دنبال آن است تا مشخص کندکه آیا بین شرکت‌های فعال در بازارهای صنعتی و شرکت‌های فعال در بازارهای مصرف‌کننده نهایی بازارهای نوظهور و بین شرکت‌های بازاریابی صنعتی فعال در بازارهای نوظهور (مجارستان) و بازارهای توسعه یافته (فنلاند) تفاوتی وجود دارد. نتایج حاصل از تجزیه و تحلیل مقایسه‌ای نشان می‌دهد در حالی که شرکت‌های بازارهای صنعتی و شرکت‌های بازارهای مصرف‌کننده تفاوت معناداری با یکدیگر ندارند، ولی بین بازارهای نوظهور و توسعه یافته تفاوت‌های قابل توجهی دیده می‌شود. مطالعه حاضر نشان می‌دهد اگرچه جهت‌گیری برند سهمی در رشد کسب و کار شرکت‌های بازارهای صنعتی در مجارستان ندارد ولی دارای تاثیر مثبت بر رشد همین شرکت‌ها در فنلاند می‌باشد.

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