Investigating the Impact of Learning Orientation on Market Orientation Based on Data Mining and Association Rules
محل انتشار: فصلنامه مدیریت تبلیغات و فروش، دوره: 4، شماره: 3
سال انتشار: 1402
نوع سند: مقاله ژورنالی
زبان: فارسی
مشاهده: 63
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شناسه ملی سند علمی:
JR_BUMARA-4-3_025
تاریخ نمایه سازی: 7 شهریور 1402
چکیده مقاله:
Market orientation is the ability of appropriate response in complex conditions of the market and that is the most fundamental issue in the marketing and business literature. In fact, market orientation is considered as a practical marketing application. market orientation enables companies to learn about customers, competitors and environmental factors continuously within the existing and potential market. One of the best ways to extract significant relationships among data is to use data mining algorithms. The purpose of this research is to investigate the relationship between learning orientation and market orientation by association rules and data mining. after sampling, ۱۳۲ questionnaires have been used for data analysis. After data collection the relationship between learning orientation components (commitment to learning, shared vision and open mindedness) and market orientation (customer orientation, competitor orientation and inter-functional coordination) was explored. Learning orientation is one of the factors that plays a key role in organizations’ market orientation. the relationship between learning orientation components including commitment to learning, open mindedness and inter-functional coordination was investigated using data mining. The findings showed that commitment to learning, shared vision and open mindedness lead to customer orientation, commitment to learning and open mindedness lead to competitor orientation and commitment to learning and shared vision lead to inter-functional coordination.
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نویسندگان
سید مهدی میرمهدی
گروه مدیریت بازرگانی دانشگاه ملایر ملایر ایران
reza salehzadeh
Department of Management, University of Isfahan, Isfahan,