طراحی مدل مزیت رقابتی با تبیین نقش سرعت نوآوری و تخریب خلاق در صنعت کالاهای تند مصرف

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

2 دانش آموخته کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

چکیده

امروزه موفقیت و عدم موفقیت بنگاه‌ها در ایجاد مزیت‌رقابتی وابسته به عوامل محیطی است، که برای ورود به بازارهای بین‌المللی این نکته از اهمیت دوچندانی برخوردار می‌باشد. رقابتی بودن صنعت محصولات تند مصرف و افزایش شدت رقابت در این صنعت که صنعتی رقابتی در عرصه بین‌المللی است، شرکت‌ها را ترغیب به استفاده از نوآوری برای کسب مزیت رقابتی نموده است. بدین منظور پژوهش حاضر با هدف طراحی مدلی جهت ایجاد مزیت رقابتی با استفاده از متغیرهای سرعت نوآوری، تخریب‌خلاق، آشفتگی بازار و شدت رقابت در صنعت محصولات تند مصرف و بررسی اثر تعدیلگری تخریب خلاق در رابطه سرعت نوآوری و مزیت رقابتی در این صنعت انجام شده است. جامعه‌آماری پژوهش شرکت‌های برتر فعال در صنعت محصولات تند مصرف است که توسط سازمان مدیریت صنعتی رتبه‌بندی و معرفی شده‌اند. نمونه آماری نیز 84 شرکت می‌باشند که به روش نمونه‌گیری دردسترس انتخاب شدند. ابزار گردآوری داده‌ها پرسشنامه است که پایایی آن با میزان آلفای کرونباخ 96/0 تایید شده است. تجزیه و تحلیل داده‌ها با استفاده از روش کمی، مدل‌یابی معادلات رگرسیون، رویکرد پی‌ ال اس و نرم‌افزار اسمارت پی ال اس نسخه 2 صورت گرفت. نتایج نشان داده است که آشفتگی بازار و شدت رقابت به ترتیب با ضرایب 25/0 و 23/0 به صورت غیرمستقیم بر ایجاد مزیت رقابتی تاثیر مثبت و معنادار دارند. سرعت‌نوآوری و انعطاف‌پذیری عملیاتی نیز به ترتیب با ضرایب 41/0 و 29/0 به صورت مستقیم باعث ایجاد مزیت‌رقابتی می‌شوند. همچنین متغیر تخریب خلاق رابطه سرعت نوآوری و مزیت رقابتی را با ضریب 26/0 به صورت مثبت تعدیل می‌کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a competitive advantage model by explaining the role of innovation speed and creative destruction in FMCG industry

نویسندگان [English]

  • Amir Mohammad Colabi 1
  • Fatemeh Sharaei 2
1 Assistant Professor, Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran
2 Master of Business Management, Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran
چکیده [English]

The success and failure of firms in creating a competitive advantage now depends on environmental factors. This is very important for entering international markets. The competitiveness of the FMCG industry and the increasing intensity of competition in this industry have encouraged companies to use innovation to gain a competitive advantage. The aim of this study was to design a model to create a competitive advantage using the variables of innovation speed, creative destruction, market turbulence and intensity of competition in the consumer goods industry and to investigate the moderation effect of creative destruction in relation to innovation speed and competitive advantage in this industry. The statistical population of the study is the top active companies in the consumer goods industry, which are ranked and introduced by the Industrial Management Organization. The statistical sample is 84 companies that were selected by available sampling method. The data collection tool is a questionnaire which reliability has been confirmed with Cronbach's alpha of 0.96. The data analysis was done applying structural equation modeling by Smart-PLS 2.0. The results show that market turbulence and competition intensity with coefficients of 0.25 and 0.23, respectively, have an indirect positive effect on creating a competitive advantage. Innovation speed and operational flexibility with direct coefficients of 0.41 and 0.29, respectively, directly create a competitive advantage. Also, the creative degradation variable positively moderate the relationship between innovation speed and competitive advantage with a coefficient of 0.26.

کلیدواژه‌ها [English]

  • Corporate Competitive Advantage
  • Innovation Speed
  • Creative Destruction
  • FMCG industry
  • Market Turbulence

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  • تاریخ دریافت: 26 بهمن 1399
  • تاریخ بازنگری: 29 اردیبهشت 1400
  • تاریخ پذیرش: 30 اردیبهشت 1400

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