ارائه مدلی برای پرورش و توسعه شایستگی‌های مدیران بازاریابی بین‌المللی در مناطق آزاد تجاری
الموضوعات :
1 - گروه مدیریت، دانشکده حسابداری و مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
الکلمات المفتاحية: شایستگی‌های مدیران بازاریابی بین‌المللی, بازاریابی بین‌المللی, مناطق آزاد تجاری,
ملخص المقالة :
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.
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