شناسایی اثرات تعهد صادراتی، تطبیق قیمت و تعداد بازارها بر کارکرد صادراتی

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت دانشکده ادبیات دانشگاه خلیج فارس، بوشهر ، ایران

2 کارشناس ارشد، مدیریت بازرگانی بین‌المللی، دانشکده اقتصاد و علوم اداری، دانشگاه فردوسی، مشهد، ایران

3 کارشناس ارشد، مدیریت صنعتی، دانشکده اقتصاد و مدیریت، دانشگاه آزاد اسلامی، شیراز، ایران

چکیده

کارکرد صادراتی شرکت‌ها از جمله متغیرهایی است که در ادبیات بازاریابی بین‌الملل مورد تأکید قرار گرفته است. هدف این مقاله این است که میزان تأثیرگذاری رفتار شرکت در بازارهای خارجی (تعداد بازار، تعهد صادراتی و تطبیق قیمت) را بر کارکرد صادراتی، مورد بررسی قرار دهد. روش‌شناسی این پژوهش کمی بوده و با رویکرد پیمایشی، نمونه‌ای شامل 37 شرکت صادراتی مورد بررسی قرار گرفته است. ابزار گردآوری اطلاعات پرسشنامه بوده که روایی و پایایی آن مورد تأیید قرار گرفته است. برای آزمون فرضیه‌های پژوهش از مدل‌سازی معادلات ساختاری و نرم‌افزار SmartPLS استفاده شده است. یافته‌های پژوهش نشان از آن دارد که شرکت‌هایی که به بازارهای خارجی‌شان متعهدترند، در دستیابی به تطبیق قیمت صادراتی موفق‌ترند. همچنین این شرکت‌ها، در بازارهای خارجی کارکرد صادراتی بهتری داشته‌اند. این یافته‌ها همچنین نشان می‌دهند که تطبیق قیمت صادراتی تأثیر منفی بر کارکرد صادراتی دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identify the Effects of Export Commitment, Price Adaptation and Number of Markets on the Export Performance

نویسندگان [English]

  • Seyed Yaghoub Hosseini 1
  • Seyed Javad Mirjahanmard 2
  • Seyede Asma Hosseini 3
1 Assistant Professor, Department of Management, Faculty of Literature, Persian Gulf University ,Bushehr, Iran.
2 MSc., International Business Management, Faculty of Economic and Administrative Sciences, Ferdowsi University, Mashhad, Iran
3 MSc., Industrial Management, Faculty of Economic and Management, Islamic Azad University, Shiraz, Iran.
چکیده [English]

Export performance is one of the concepts highly stressed in the literature of international marketing. The aim of this paper is to identify the influence of firm behavior (number of markets, export commitment and Price adaptation) on export performance.
The methodology of this study is quantitative, using survey research, with a sample of 37 export companies. Questionnaire was used for gathering data. The reliability and validity of this tool was confirmed. To test the hypothesis of the study, Structural Equation Modeling (SEM) and Smart PLS software were used. The results show that firms with high commitment are more willing to adapt their export pricing. These firms also perform better in foreign markets. Moreover, the results also indicate that adapting export pricing has a negative impact on export performance.

کلیدواژه‌ها [English]

  • Export performance
  • export commitment
  • export companies
  • number of markets
  • price adaptation
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