چكيده به لاتين
Today, with the complexity of the competition, innovation is considered as one of the main advantages for the life of companies. The ever-increasing increase in competitiveness and efforts for the survival of organizations, which has been achieved with the approach of communication and progress in information technology, led to the definition and design of such an attitude. Digital media is changing the way companies conduct marketing activities by creating new challenges and benefits. Therefore, the main purpose of this research is the effect of innovative management, digital marketing and supply chain on the performance of knowledge-based companies in K.N.TOOSI University of Technology.
The current research is an applied, quantitative research using a questionnaire to investigate the effect of innovative management; Digital marketing and supply chain were used on the performance of knowledge-based companies in K.N.TOOSI University of Technology. For this purpose, in the research of the field and survey method, the questions in the form of a questionnaire have 5 options, which are set based on the Likert scale. First, a questionnaire with 18 questions in 4 departments of innovation management, performance, supply chain and digital marketing was prepared using a 5-point Likert scale (very low, low, medium, high and very high) Confirmed. Then the questionnaire was distributed to a statistical sample of 63 employees of knowledge-based companies
In the topic of descriptive statistics, in the section of demographic information and age, sex, education and work experience, the frequency of each category was determined, then the distribution of data according to the test of skewness and kurtosis, if it is in the range (2 and -2), it will be normal according to the tables obtained, parametric tests should have been used. Parametric means that the data are correlated and non-parametric means that the data are not correlated. For this purpose, using the t-test, which is a parametric test, and the items of the questionnaire were tested. In this test, if the average difference is less than 3, the item is removed, but all the items were higher than 3 and none of them were removed.
Pearson's correlation test, which is in accordance with the linear regression theorem, was used to check the relationships of the conceptual model. In the tests of this research, if the value fluctuates (1 to -1), if the test answer is negative, it means that the two variables have an inverse relationship, and if it is positive, It is a direct relationship.
Sobel test for digital marketing and supply chain has been used to check mediation relationships. In this test, first linear regression or Pearson test was used to determine the coefficient and finally it is placed on the Sobel website to obtain the mediation coefficient. This test is online.
Finally, AMOS was used to check the conceptual model using regression, but AMOS was used due to the poor fit of the model. In the model, three indicators NFI in adaptive fit, GFI in absolute fit, CMIN/DF in parsimonious fit are very important and indicate that the model is correctly explained or should be changed .If these things are not confirmed, we would have to redesign the model and run the model from the beginning by removing the variable or item, but in this research, the model has a good fit. Because the Default model obtained in each table was in accordance with the standard table.
According to the mentioned materials, the result of this research showed that innovative management has an effect on the performance of knowledge-based companies, supply chain has an effect on the performance of the company. Digital marketing has an impact on company performance.
The supply chain variable is not considered as a favorable mediator for innovative management and performance according to the answers of the statistical sample of the research, and this hypothesis is rejected based on this test. Digital marketing does not play a favorable mediating role between innovative management and company performance. This hypothesis is rejected based on this test.
