精神营销与创业导向对持续竞争优势的影响——以索力科甘蓝公司为例

Khosrow Hajizadeh, A. Kazemi
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引用次数: 1

摘要

在当今世界,地方、国家和全球的竞争迫使公司执行正确和有竞争力的商业方法。这些方法与精神营销和创业有关。这两个因素将使公司的精神营销能够基于道德原则来解决人们的需求,欲望和期望,企业家精神的创业导向也会因为这两种方法而创造出与竞争对手不同的新的东西,从而导致公司的活动增加。最后,在上述解释的基础上,本研究的目的是检验精神营销和创业导向对确定可持续竞争优势的影响(案例研究:索力科卡莱公司)。本文的研究方法在目的上采用描述性调查法,在时间上采用横断面法。本研究的统计人群为Soliko Kale公司的员工。这家公司的员工人数是125人。样本量是根据科克伦的94人公式确定的。抽样方法采用简单随机。数据收集工具根据Bambang et al.(2021)的标准问卷,共20个问题,通过计算所有条件下的Cronbach’s alpha系数,确认主管和专家、管理专家的问卷效度及其信度均大于0.7。本研究基于概念模型对7个假设进行了检验。使用两种类型的描述性统计(使用SPSS软件)和推理统计(使用PLS软件)进行数据分析。采用结构方程检验对模型进行检验。所有假设的结果都证实了研究模型,结果表明,要在一般营销中创造持续的竞争优势,必须实施精神营销,促进创业导向。本研究记录的创新之处在于精神营销在营销能力和持续竞争优势以及创业导向变量之间的作用和地位。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Effect of Spiritual Marketing and Entrepreneurial Orientation on Determining Sustainable Competitive Advantage: A Case Study of Soliko Kale Company
In today's world, local, national and global competition forces companies to perform correct and competitive business methods. These methods are related to spiritual marketing and entrepreneurship. These two factors will enable the spiritual marketing of the company to address the needs, desires, and expectations of people based on ethical principles, and the entrepreneurial orientation of entrepreneurship will also create something new and different from the competitors as a result of these two methods, which will lead to the company's activity to increase. Finally, with the above explanations, the purpose of this research is to examine the effect of spiritual marketing and entrepreneurial orientation on determining sustainable competitive advantage (case study: Soliko Kale Company. The research method of this article is applied in terms of purpose, a descriptive survey in nature, and cross-sectional in terms of time. The statistical population of this research is the employees of Soliko Kale company. The number of personnel of this company is 125 people. The sample size was determined based on Cochran's formula of 94 people. The sampling method was chosen as simple random. The data collection tool, according to the standard questionnaire of Bambang et al. (2021), included 20 questions, the validity of the questionnaire by the supervisor and experts, management experts, and their reliability by calculating Cronbach's alpha coefficient for all conditions were confirmed to be greater than 0.7. In this research, 7 hypotheses were examined based on the conceptual model. Two types of descriptive statistics (using SPSS software) and inferential statistics (using PLS software) were used for data analysis. A structural equation test was used to check the model. The results of all hypotheses confirm the research model, and the results show that to create a sustainable competitive advantage in general marketing, it is necessary to implement spiritual marketing and promote entrepreneurial orientation. The innovation of this research study record is about the role and position of spiritual marketing in relation to marketing capabilities and sustainable competitive advantage along with entrepreneurial orientation variables.
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