بازاریابی صادراتی بر عملکرد صادراتی شرکت‌های کوچک و متوسط با میانجی-گری اجرای اثربخش استراتژی‌های بازاریابی صادراتی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار و عضو هیئت علمی گروه مدیریت بازرگانی، دانشگاه اصفهان، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه شهید اشرفی اصفهانی، ایران

چکیده

ملکرد صادراتی موضوع بسیار مهمی برای مدیران بازرگانی، به­ویژه مدیران شرکت­های صادراتی است. یکی از دلایل اصلی این درجه از اهمیت، پیامدهای مثبت زیادی است که عملکرد بالای صادراتی برای سازمان­ها خواهد داشت. هدف از این پژوهش ارزیابی متغیرهای مؤثر بر عملکرد صادراتی است. در این مطالعه یک طرح پژوهشی مقطعی بر اساس روش پرسشنامه­ برای جمع­آوری داده­ها از نمونه 83 نفری مربوط به مدیران شرکت­های صادراتی منتخب اصفهان استفاده شده است. روایی محتوای پرسشنامه­ها با استفاده از نظر خبرگان و روایی سازه با استفاده از تحلیل عاملی تائید گردیده است. پایایی پرسشنامه­ها نیز از روش آلفای کرونباخ مورد تائید قرار گرفته شده است. برای آزمون فرضیه­های پژوهش از روش مدلسازی معادلات ساختاری استفاده شده است. یافته­های این پژوهش نشان داد که تعهد صادراتی و تجربه صادراتی بر روی قابلیت­های بازاریابی صادراتی تأثیر معنادار مثبت دارند. قابلیت­های بازاریابی صادراتی بر روی اجرای اثربخش استراتژی تأثیر معنادار دارد. همچنین قابلیت­های بازاریابی صادراتی بر روی عملکرد صادراتی تأثیر معنادار دارد. اجرای اثربخش استراتژی ­روی عملکرد صادراتی تأثیر معنادار ندارد. به­علاوه نتایج حاکی از این بود که رقابت ناکارآمد به­صورت معنادار ­روی عملکرد صادراتی تاثیرگذار می­باشد. این مطالعه اولین پژوهشی است که تاثیر همزمان تجربه­ی صادراتی و تعهد صادراتی بر قابلیت­های بازاریابی صادراتی و اثر قابلیت­های بازاریابی صادراتی را بر روی اجرای اثربخش استراتژی و تأثیر اجرای اثربخش استراتژی را بر عملکرد صادراتی بررسی می­کند و از این طریق به ادبیات مربوط به عملکرد صادراتی کمک می­کند.

کلیدواژه‌ها

عنوان مقاله [English]

Analyzing the Effect of Export Experience, Export Commitment and Export Marketing Capability on Export Performance with the Moderating Effect of Marketing Strategy Implementation Effectiveness in SMEs.

نویسندگان [English]

  • Hossein Rezaei Dolatabadi 1
  • Akram Alikhasi 2

چکیده [English]

Export performance is a very important issue for exporting managers, particularly those in services industries. One of the main reasons for this degree of importance is that export performance will have a lot of positive outcomes for organizations. The purpose of this paper is to investigate the effect of export experience and export commitment towards marketing capabilities and marketing capabilities toward effectiveness strategy implementation and export performance with the effect of dysfunctional competition. A cross-sectional research design, drawing upon a questionnaire survey has been employed to collect data from a sample of 83 people of Isfahan’s selected manager’s company. The content validity of the questionnaires has been confirmed by experts opinion and construct validity has been confirmed using factor analysis. In addition, the reliability of the questionnaires has been confirmed by Cronbach's alpha method. To test the research hypotheses, structural equation modeling has been used.
The results revealed that export experience, export commitment, towards marketing capabilities influenced significantly. And marketing capabilities towards effectiveness strategy implementation and export performance influenced. In addition, effectiveness strategy implementation towards export performance not positively influenced. Dysfunctional competition toward export performance influenced. This study contributes to the literature of export performance in the exporting management by being the first to investigate the simultaneous impact of export experience, export commitment and marketing capabilities on effectiveness strstegy implementation and through it affect export performance.

کلیدواژه‌ها [English]

  • export performance
  • International marketing
  • marketing capability
  • Marketing strategy implementation
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