واکاوی نقش سرمایه‌های فکری بر مزیت رقابتی برند با نقش میانجی نوآوری و ارزش برند (موردمطالعه: مدیران بازاریابی بخش مهمان‌نوازی و هتل‌داری)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار استاد گروه مدیریت بازرگانی، دانشکدهٔ علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشکدهٔ علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.

10.22034/jtd.2022.322632.2547

چکیده

در عصر فرارقابتی امروز، دانش و سرمایهٔ فکری استراتژی‌ای پایدار و عاملی اصلی برای سودآوری و حفظ مزیت رقابتی سازمان‌ها به شمار می‌آید. از طرف دیگر، دستیابی به نوآوری و ارزش برند یکی از مهم‌ترین گام‌های سازمان برای موفقیت در بازارها و پیشی گرفتن از رقبا محسوب می‌شود. ازاین‌رو، پژوهش حاضر به واکاوی نقش سرمایه‌های فکری در مزیت رقابتی از طریق نوآوری و ارزش برند پرداخته می‌شود. این پژوهش از نوع توصیفی - هم‌بستگی است. جامعهٔ آماری پژوهش حاضر متشکل از کارکنان و مدیران بازاریابی بخش مهمان‌نوازی در شهر تبریز است که تعداد آن‌ها، بنا بر گزارش وب‌گاه وزارت میراث فرهنگی، گردشگری و صنایع دستی استان آذربایجان شرقی در ۱۴۰۰، پانزده هتل است و تعداد پرسنل آن‌ها تقریباً 500 نفر تخمین زده شده است؛ از این تعداد، 229 نفر از اعضای نمونه در دسترس قرار گرفتند و پرسش‌نامه‌ها تکمیل شدند. داده‌ها با استفاده از نرم‌افزار SPSS و روش حداقل مربعات جزئی و نرم‌افزار SmartPLS تجزیه‌وتحلیل شدند. بررسی نتایج این تحقیق نشان داد که استفاده از سرمایه‌های فکری با ارتقای ظرفیت ارزش برند و نوآوری برند به ایجاد مزیت رقابتی در سازمان‌های مهمان‌نوازی منجر می‌شود.

کلیدواژه‌ها


عنوان مقاله [English]

Analyzing The Role of Intellectual Capital on The Competitive Advantage of The Brand With The Mediating Role of Innovation And Brand Value (Case Study: Marketing Managers of The Hospitality And Hotel Sector)

نویسندگان [English]

  • Naser Seifollahi 1
  • Vahideh Ebrahimi Kharajo 2
1 Associate Professor, Department of Management, Faculty of Social Sciences, University of Mohaghegh Ardabili , Ardabil, Iran
2 Ph.D. Candidate of business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili , Ardabil. Iran.
چکیده [English]

In today's competitive era, knowledge and intellectual capital is considered as a sustainable strategy and the main factor for profitability and maintaining the competitive advantage of organizations. On the other hand, achieving innovation and brand value is considered as one of the most important steps for the organization to succeed in the markets and surpass competitors. Therefore, the current research examines the role of intellectual capital on competitive advantage through innovation and brand value. This research is descriptive-correlation type. The statistical population of the present study consists of employees and marketing managers of the hospitality sector in Tabriz, whose number, according to the website of the Ministry of Cultural Heritage, Tourism and Handicrafts of East Azarbaijan Province in 1400, is fifteen hotels, and the number of their personnel is estimated to be approximately 500 people; Out of this number, 229 members of the sample were available and the questionnaires were completed. Data were analyzed using SPSS software and partial least squares method and Smart PLS software. were analyzed. Examining the results of this research showed that the use of intellectual capital by improving the capacity of brand value and brand innovation leads to creating a competitive advantage in hospitality organizations.

کلیدواژه‌ها [English]

  • Brand
  • intellectual capital
  • Innovation and value
  • Competitive advantage
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