دوره 7، شماره 13 - ( بهار و تابستان 1399 )
جلد 7 شماره 13 صفحات 23-12 |
برگشت به فهرست نسخه ها
بخش ترویج و آموزش کشاورزی، دانشگاه شیراز
چکیده: (3484 مشاهده)
تابآوری کسب وکارهای زنان عامل کلیدی در بقای و پیشرفت کسب وکارهای روستایی و به دنبال آن کاهش فقر و رشد اقتصادی پایدار است. تاب آوری کسب‌وکار به کارآفرین در سازگاری و مقاومت در برابر بحران ها کمک می‌کند که این می تواند یکی از محرک های عملکرد موفق کارآفرینی زنان باشد. این تحقیق با هدف کلی واکاوی تابآوری کارآفرینانه‌ی کسب‌وکارهای کوچک و متوسط زنان روستایی انجام شد. جامعه آماری تحقیق شامل کلیه اعضای شرکت‌های مادر تخصصی حمایت از توسعه ی کشاورزی استان فارس بود. این پژوهش با بهره گیری از فن پیمایش و روش نمونه‌گیری تصادفی طبقه‌ای با تعداد 269 نفر به عنوان نمونه انجام و برای جمع‌آوری داده ها از پرسشنامه استفاده شد. به منظور سنجش تابآوری کسب‌وکار زنان کارآفرین از مقیاس تابآوری در طول عمر کسب وکار (LRS-B) استفاده شد. نتایج نشان داد که تاب آوری کسب‌وکارهای زنان روستایی استان فارس در حد متوسط رو به بالا است. مقایسه‌ی تاب آوری کارآفرینی زنان در سه شهرستان شیراز، مرودشت و استهبان نشان داد که زنان کارآفرین مرودشت از تاب آوری کسب‌وکار بالاتری نسبت به زنان کارآفرین در دو شهرستان شیراز و استهبان برخوردارند. متغیرهای استراتژی های بازاریابی، آمیخته‌ی بازاریابی، روش‌های بازاریابی، حمایت شرکت و نگرش بازاریابی همبستگی مثبت و معنی داری با تابآوری کسب‌وکارهای زنان کارآفرین مورد مطالعه دارند. طبق نتایج تحلیل رگرسیون گام‌به‌گام، متغیرهای استراتژی‌های بازاریابی، آمیخته بازاریابی، روش‌های بازاریابی و نگرش بازاریابی به ترتیب پیش‌بینی‌کننده‌ی بخش قابل توجهی از تغییرات تابآوری کسب‌وکارهای زنان هستند. در این راستا پیشنهادهایی برای ارتقای سطح تابآوری کسب‌وکارهای زنان روستایی ارائه گردید.
نوع مطالعه: كاربردي |
موضوع مقاله:
آموزش و ترویج کشاورزی
دریافت: 1398/9/16 | پذیرش: 1398/10/24 | انتشار: 1399/6/17
دریافت: 1398/9/16 | پذیرش: 1398/10/24 | انتشار: 1399/6/17
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