فهرست:
چکیده ............................................................................................................................................................................. 1
فصل اول: کلیات تحقیق
1- 1 مقدمه ......................................................................................................................................................................... 3
1-2 بیان مسأله .................................................................................................................................................................... 3
1-3 اهمیت و ضرورت انجام تحقیق .................................................................................................................................... 5
1-4 اهداف تحقیق ............................................................................................................................................................... 7
1-4-1 هدف اصلی ........................................................................................................................................................... 7
1-4-2 اهداف فرعی............................................................................................................................................................. 7
1-4-3 اهداف کاربردی ...................................................................................................................................................... 7
1-5 چهارچوب نظری ......................................................................................................................................................... 7
1-6 فرضیات تحقیق ............................................................................................................................................................ 9
1- 7 قلمرو تحقیق ............................................................................................................................................................... 10
1-7-1 قلمرو موضوعی ..................................................................................................................................................... 10
1-7-2 قلمرو زمانی .......................................................................................................................................................... 10
1-7-3 قلمرو مکانی ......................................................................................................................................................... 10
1-8 تعریف واژه ها و اصطلاحات(مفهومی و عملیاتی) ...................................................................................................... 10
1-8-1 مشتری گرایی ......................................................................................................................................................... 10
1-8-2 رقیب گرایی ......................................................................................................................................................... 11
1-8-3 گرایش به داخل/ هزینه .......................................................................................................................................... 11
1-8-4 نوآوری گرایی ...................................................................................................................................................... 11
1-8-5 آشفتگی بازار ..................................................................................................................................................... 11
1-8-6 شدت رقابت ...................................................................................................................................................... 12
1-8-7 عدم تمرکز ....................................................................................................................................................... 12
1-8-8 سرمایه انسانی ................................................................................................................................................... 12
1-8-9 سرمایه رابطه ای ............................................................................................................................................... 12
1-8-10 سرمایه سازمانی ............................................................................................................................................. 13
1-8-11 سرمایه اطلاعاتی ............................................................................................................................................ 13
1-8-12 قابلیت های بازاریابی .................................................................................................................................... 13
1-8-13 عملکرد ......................................................................................................................................................... 13
فصل دوم: مبانی نظری و پیشینه تحقیق
2-1 مقدمه ........................................................................................................................................... ....................... 15
2-2 مبانی نظری ......................................................................................................................................................... 15
2-2-1 دیدگاه مبتنی بر منابع(RBV) ............................................................................................................................ 15
2-2-2 قابلیت های بازاریابی ............................................................................................................... ...................... 20
2-2-2-1 مقدمه ......................................................................................................................................................... 20
2-2-2-2 بیان مسأله ................................................................................................................................................. 22
2-2-2-3 پیشینه متغیر ................................................................................................................................................ 24
2-2-2-4 تحلیل و نتیجه گیری ................................................................................................................................... 28
2-2-3 مشتری گرایی .................................................................................................................................................. 29
2-2-3-1 مقدمه .......................................................................................................................................................... 29
2-2-3-2 بیان مسأله .................................................................................................................................................. 30
2-2-3-3 پیشینه متغیر ................................................................................................................................................... 32
2-2-3-4 تحلیل و نتیجه گیری ................................................................................................................................................ 35
2-2-4 رقیب گرایی.................................................................................................................................................................... 36
2-2-4-1 مقدمه......................................................................................................................................................................... 36
2-2-4-2 بیان مسأله.................................................................................................................................................................. 37
2-2-4-3 پیشینه متغیر.................................................................................................................................................................39
2-2-4-4 تحلیل و نتیجه گیری....................................................................................................................................................41
2-2-5 گرایش به داخل/هزینه ....................................................................................................................................................42
2-2-5-1 مقدمه .........................................................................................................................................................................42
2-2-5-2 بیان مسأله .................................................................................................................................................................43
2-2-5-3 پیشینه متغیر .......................................................................................................................................................43
2-2-6نوآوری گرایی ................................................................................................................................................................44
2-2-6-1 مقدمه..........................................................................................................................................................................44
2-2-6-2 بیان مسأله ..................................................................................................................................................................45
2-2-6-3 پیشینه متغیر.................................................................................................................................................................47
2-2-6-4 تحلیل و نتیجه گیری ...................................................................................................................................................51
2-2-7 سرمایه انسانی .................................................................................................................................................................51
2-2-7-1 مفدمه..........................................................................................................................................................................51
2-2-7-2 بیان مسأله....................................................................................................................................................................52
2-2-7-3 پیشینه متغیر.................................................................................................................................................................54
2-2-7-4 تحلیل و نتیجه گیری....................................................................................................................................................56
2-2-8 سرمایه رابطه ای............................................................................................................................................................. 56
2-2-8-1 مقدمه......................................................................................................................................................................... 56
2-2-8-2 بیان مسأله.................................................................................................................................................................. 57
2-2-8-3 پیشینه متغیر................................................................................................................................................................ 58
2-2-8-4 تحلیل و نتیجه گیری................................................................................................................................................... 60
2-2-9 سرمایه سازمانی.............................................................................................................................................................. 60
2-2-9-1 مقدمه......................................................................................................................................................................... 60
2-2-9-2 بیان مسأله.................................................................................................................................................................. 61
2-2-9-3 پیشینه متغیر................................................................................................................................................................ 62
2-2-10 سرمایه اطلاعاتی........................................................................................................................................................... 62
فصل سوم: روش شناسی تحقیق
3-1 مقدمه.................................................................................................................................................................................. 65
3-2 روش تحقیق....................................................................................................................................................................... 65
3-3 جامعه آماری....................................................................................................................................................................... 66
3-4 نمونه و تعیین حجم نمونه................................................................................................................................................... 66
3-5 ابزار گردآوری داده ها......................................................................................................................................................... 67
3-5-1 متون و مقالات علمی...................................................................................................................................................... 67
3-5-2 پرسشنامه........................................................................................................................................................................ 67
3-6 روایی و پایایی پرسشنامه.................................................................................................................................................... 68
3-6-1 روایی پرسشنامه.............................................................................................................................................................. 69
3-6-2 پایایی پرسشنامه.............................................................................................................................................................. 69
3-7 روش و ابزار تجزیه و تحلیل داده ها................................................................................................................................... 70
فصل چهارم: تجزیه و تحلیل داده ها
4-1 مقدمه.................................................................................................................................................................................. 73
4-2 توصیف متغیرها................................................................................................................................................................... 73
4-3 آزمون نرمال بودن متغیرها................................................................................................................................................... 74
4-4 بررسی فرضیات.................................................................................................................................................................. 75
فصل پنجم: نتیجه گیری و پیشنهاد های تحقیق
5-1مقدمه................................................................................................................................................................................. 133
5-2 نتایج تجزیه و تحلیل استنباطی.......................................................................................................................................... 133
5-3 پیشنهادهای تحقیق............................................................................................................................................................ 138
5-3-1 پیشنهادهای پژوهشی.................................................................................................................................................... 138
5-3-2 پیشنهادهای کاربردی.................................................................................................................................................... 139
5-4 محدودیت های تحقیق...................................................................................................................................................... 140
منابع و مأخذ............................................................................................................................................................................. 141
منابع و مأخذ فارسی................................................................................................................................................................. 142
منابع و مأخذ لاتین.................................................................................................................................................................... 145
پرسشنامه.................................................................................................................................................................................. 155
ضمائم...................................................................................................................................................................................... 158
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