Abstract:
ﻫﺪف از اﻧﺠﺎم ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﺑﺮرﺳﯽ ﺗﺎﺛﯿﺮ ﻫﻮش ﺑﺎزار، اﻧﺴﺠﺎم ﺗﯿﻤﯽ، ﺗﻄﺒﯿﻖ ﭘﺬﯾﺮی ﺑﺎزارﯾﺎﺑﯽ ﺑﺮ ﻧﻮآوری ﺷﺮﮐﺖ ﻫﺎی ﮐﻮﭼﮏ و ﻣﺘﻮﺳﻂ (SME) اﺳﺖ. داده ﻫﺎ ﺑﺎ اﺳﺘﻔﺎده از ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺘﺎﻧﺪارد ﮔﺮدآوری ﺷﺪ و ﺟﺎﻣﻌﻪ ی ﻣﻮرد ﻣﻄﺎﻟﻌﻪ ﺷﺎﻣﻞ ﺗﻮﻟﯿﺪﮐﻨﻨﺪﮔﺎن ﮐﻮﭼﮏ و ﻣﺘﻮﺳﻂ ﻣﺒﻠﻤﺎن ﺑﻮد. روش ﻧﻤﻮﻧﻪ ﮔﯿﺮی در دﺳﺘﺮس ﺑﻮده ﮐﻪ ﺗﻌﺪاد ﺷﺮﮐﺖ ﺑﻪ ﭘﺮﺳﺸﻨﺎﻣﻪ ﭘﮋوﻫﺶ ﺑﻪ ﻃﻮر ﮐﺎﻣﻞ ﭘﺎﺳﺦ داﻧﺪ. ﺟﻬﺖ ﺑﺮرﺳﯽ رواﺑﻂ ﺑﯿﻦ ﻣﺘﻐﯿﺮﻫﺎ و آزﻣﻮن ﻓﺮﺿﯿﻪ ﻫﺎ از روش ﻣﺪل ﺳﺎزی ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری ﺑﺎ روﯾﮑﺮد ﺣﺪاﻗﻞ ﻣﺮﺑﻌﺎت ﺟﺰﺋﯽ ﺑﻪ وﺳﯿﻠﻪ ی ﻧﺮم اﻓﺰار Smart PLS2 اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ ﻋﺎﻣﻞ ﻫﻮش ﺑﺎزار، اﻧﺴﺠﺎم ﺗﯿﻤﯽ و ﺗﻄﺒﯿﻖ ﭘﺬﯾﺮی ﺑﺎزارﯾﺎﺑﯽ ﺗﺎﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداری ﺑﺮ ﻧﻮآوری ﺷﺮﮐﺖ ﻫﺎی ﮐﻮﭼﮏ و ﻣﺘﻮﺳﻂ دارﻧﺪ.
The purpose of this study was to investigate the impact of market intelligence, team cohesion and marketing adaptability on innovativeness of small and medum
enretprises (SME). To this end, firstly, by studying the litreture and research backgroundrelated to the subject and various models presented by researchers in this field, the research model was selected based on the Efrat et al. (2016) model. Which included the use of market intelligence, team cohesion and marketing adaptability. Then, by using the standard questionnaire, the required data from the surveyed community including Small and medium sized furniture manufacturers At the Tehran international exhibition in 1397 were studied. Available sampeling method was used to collect the sample and 134 of them responded compeletely to the questionnaire. To access the validity of the instrument, content validity and reliability were used by Cronbach's alpha test, which was confirmed by Cronbach's alpha. Kolmogorov-Smirnov test was used to check the normal distribution of data. Using different tests, the status of the variables of the research was studied. Finally, to investigate the relationships between variables and test hypotheses, structural equation modeling with partial least squares approach was used by Smart PLS2 software. The results of this study showed that market intelligence, team cohesion and compatibility or marketing adaptability have a positive and significant effect on the innovation of small and medium enterprises.