دور التسویق الریادی فی أداء الأعمال الصغیره والمتوسطه بدور الوسیط: السلوک الریادی فی الأعمال (دراسه حاله: الشرکات المختاره فی مجال تکنولوجیا المعلومات )

نوع المستند : مقالات علمی پژوهشی

المؤلفون
1 جامعه آزاد اسلامی، فرع طهران جنوب
2 توجیه ریاده الأعمال، جامعه آزاد اسلامی، قسم برند، معهد الباحثین الشباب والنخب، برند، إیران
3 الهندسه الصناعیه، جامعه علم وصنعت، طهران، إیران
المستخلص
نظراً إلی التطورات والزخم الکبیر الذی یشهده عالم الأسواق، فإنّ الاکتفاء بالطرق والأدوات التقلیدیه لا یضمن لأصحاب الأعمال نصیباً یُذکر فی الأسواق؛ لذا تبدو هناک شعور بالحاجه الملحّه لخلق وتوفیر أدوات إبداعیه فی الأسواق. إنّ التسویق الریادی یعد رکیزه أساسیه للأعمال والمهن، وهو یعتبر أهم وسیله تمتلکها الأعمال الصغیره والمتوسطه فی مجال تکنولوجیا المعلومات. ومن خلال مراجعه خلفیه البحث اکتشفنا قلّه الدراسات فی هذا الصدد لاسیما الدراسات التی تستهدف الأعمال ذات دور الوسیط فی السلوک الریادی فی الأعمال. یصنف البحث الراهن من حیث الهدف والغایه ضمن البحوث التوظیفیه ومن حیث طبیعه البحث وماهیته فهو ضمن البحوث الوصفیه – الترابطیه. وأظهر قسم تحلیل نتائج اختبار کولموغوروف-سمیرنوف أنّ توزیع البیانات لم یکن طبیعیاً ولهذا اعتمدنا فی تحلیل البیانات علی برمجیه Smart Pls. إنّ طریقه بی ال اس (PLS) لتقییم صحه نماذج المعادلات الإطاریه تضمّ ثلاثه مجالات وهی توفیق نماذج القیاس ونموذج الإطار ونموذج العام. ظهر لنا من خلال النتائج بأنّ النموذج المفهومی یتمتع بنسبه مناسبه من التوفیق، کما تمّ التأکد من صحه الفرضیات من خلال معامل الحرکه ونسبه "تی" الإحصائیه. وتوصلنا إلی أنّ التسویق الریادی یؤثر فی الأعمال الصغیره والمتوسطه ذات دور الوسیط فی السلوک الریادی فی الأعمال.

الكلمات الرئيسية

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