ارائه مدلی برای پرورش و توسعه شایستگی‌های مدیران بازاریابی بین‌المللی در مناطق آزاد تجاری
محورهای موضوعی : شایستگی های مورد نیاز رهبران منابع انسانی
فرزانه زارع مهرجردی
1
(گروه مدیریت، دانشکده حسابداری و مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)
کلید واژه: شایستگی‌های مدیران بازاریابی بین‌المللی, بازاریابی بین‌المللی, مناطق آزاد تجاری,
چکیده مقاله :
نظر به نقش محوری بازاریابی بین‌الملل در توسعه و موفقیت مناطق آزاد تجاری، مدیران بازاریابی بین‌المللی باید از مهارت‌ها و شایستگی‌های ویژه‌ای برخوردار باشند. پژوهش حاضر با هدف ارائه الگوی طراحی و اعتبارسنجی الگوی شایستگی مدیران بازاریابی بین‌المللی در مناطق آزاد تجاری انجام شده است. مطالعه حاضر از منظر هدف یک پژوهش کاربردی-توسعه ای است که با روش آمیخته اکتشافی صورت گرفته است. همچنین از نظر روش و بازه زمانی گردآوری داده‌ها یک پژوهش پیمایش مقطعی است. جامعه آماری بخش کیفی شامل 23 نفر از مدیران مناطق آزاد تجاری است. در بخش کمی نیز از دیدگاه 186 نفر از مدیران بازاریابی بین‌المللی مناطق آزاد تجاری استفاده شده است. ابزار گردآوری داده‌ها مصاحبه نیمه‌ساختاریافته و پرسشنامه محقق ساخته می‌باشد. برای تحلیل داده‌ها از روش تحلیل مضمون و حداقل مربعات جزئی استفاده گردیده است. نتایج نشان داده است شایستگی مدیران بازاریابی بین‌المللی شامل دانش، مهارت، ویژگی‌های فردی، توانایی و اعتبار می‌باشند. شایستگی مهارتی شامل مهارت حرفه‌ای و مهارت میان‌فردی است. شایستگی دانشی شامل دانش تخصصی، دانش عمومی و دانش بین‌المللی است. شایستگی اعتباری به دو مقوله اعتبار عمومی و حرفه‌ای افراز می‌شود. شایستگی توانایی شامل توانایی مدیریتی، بازاریابی و عاطفی است. در نهایت شایستگی‌های فردی نیز شامل ویژگی‌های اخلاقی، شخصیتی و حرفه‌ای است.
Given the central role of international marketing in the development and success of free trade zones, international marketing managers must have special skills and competencies. The present study aimed to provide a design model and accreditation model for international marketing managers in free trade zones. The present study is an applied-developmental research that has been done by heuristic mixed method. It is also a cross-sectional survey in terms of data collection method and time period. The statistical population of the quality sector includes 23 managers of free trade zones. In a small part, the views of 186 international marketing managers of free trade zones have been used. Data collection tools are semi-structured interview and researcher-made questionnaire. The content analysis method and partial least squares were used to analyze the data. The results show that the competencies of international marketing managers include knowledge, skills, personal characteristics, ability and credibility. Skills competencies include professional skills and interpersonal skills. Knowledge competence includes specialized knowledge, general knowledge and international knowledge. Creditworthiness is divided into two categories: public credit and professional credit. Ability competence includes managerial, marketing and emotional ability. Finally, personal competencies also include moral, personality, and professional characteristics. moral, personality, and and professional characteristics.
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