تأثیر الزامات اساسی رقابت‌پذیری ملی بر عملکرد بازاریابی بین‌المللی در کشورهای منتخب

نوع مقاله : مقاله مستخرج از رساله دکتری

نویسندگان

1 1. دانشجوی دکتری تخصصی مدیریت، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی

2 استادیار گروه مدیریت، واحد بوئین زهرا، دانشگاه آزاد اسلامی، بوئین زهرا، ایران

3 استاد گروه اقتصاد دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

4 4. دانشیار گروه آمار، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران.

چکیده

جهانی­شدن اقتصاد؛ دستیابی کشورها به رشد و توسعه اقتصادی مستمر و باثبات را با تکیه بر خط­مشی­های اقتصادی، بازرگانی و بازاریابی مبتنی بر بازار داخلی ناممکن نموده و تمرکز بر فعالیت­های بازاریابی بین­المللی را به یک ضرورت بدل کرده است. در این راستا، تحقیق حاضر به بررسی تأثیر الزامات اساسی رقابت­پذیری ملی بر عملکرد بازاریابی بین­المللی در 40 کشور منتخب جهان طی دوره 2018-2011 پرداخته است. برای این منظور، مدل تحقیق با رهیافت داده­های تابلویی و به روش گشتاورهای تعمیم­یافته برآورد گردیده و نتایج نشان داد نهادها، زیرساخت­ها، محیط اقتصاد کلان و سلامت و آموزش ابتدایی به عنوان الزامات اساسی رقابت­پذیری بر عملکرد بازاریابی بین­المللی تأثیر مثبت و معناداری دارند. در این بین، ضریب تخمینی محیط اقتصاد کلان از ضریب تخمینی سایر الزامات رقابت­پذیری بزرگتر و ضریب تخمینی سلامت و آموزش ابتدایی از ضریب تخمینی سایر الزامات رقابت­پذیری کوچک­تر بوده است. همچنین، تأثیر متغیرهای کنترلی مشتری­مداری بازار کالا، پویایی محیط کسب­وکار و نوآوری بر عملکرد بازاریابی بین­المللی در کشورهای منتخب مثبت و معناداری بوده است. 

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Basic Requirement of National Competitiveness on International Marketing Performance in Selected Countries

نویسندگان [English]

  • Hedayat Taghian 1
  • Behnaz Khoshtinat 2
  • Abolfazl Shahabadi 3
  • MohammadHassan Behzadi 4

2 Department of Management, Buinzahra Branch, Islamic Azad University, Buinzahra, Iran

3 Professor of Economics, Department of Economics, Faculty of Economics and Social Science, Alzahra University, Tehran, Iran

4 Department of Statistics, Science and Research Branch, Islamic Azad University, Tehran, Iran

چکیده [English]

Globalization of the economy has made it impossible for countries to achieve continuous and stable economic growth and development by relying on economic, commercial, and marketing policies based on the domestic market and has made it a necessity to focus on international marketing activities. In this regard, the current research examines the impact of the basic requirements of national competitiveness on international marketing performance in 40 selected countries of the world during the period of 2011-2018. For this purpose, the research model has been estimated by the panel data approach and by the method of generalized moments. The results showed that institutions, infrastructure, macroeconomic environment, and health and primary education have a positive and significant effect on international marketing performance as the basic requirements of competitiveness. Meanwhile, the estimated coefficient of the macroeconomic environment is larger than the estimated coefficient of other competitiveness requirements. The estimated coefficient for health and primary education was smaller than the estimated coefficient of other competitiveness requirements. Also, the effect of control variables of commodity market customer orientation, business environment dynamics, and innovation on international marketing performance in selected countries has been positive and significant.

کلیدواژه‌ها [English]

  • International Marketing Performance
  • Institutions
  • Infrastructure
  • Macroeconomic Environment
  • Health and Primary Education
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