بررسی تأثیر بازارگرایی صادرات و انطباق آمیختۀ بازاریابی بر عملکرد صادراتی (مطالعۀ موردی: شرکت‌های صادرکنندۀ محصولات غیرنفتی)

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، تهران، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، تهران، ایران

چکیده

پژوهش حاضر به بررسی تأثیر متغیرهای انطباق آمیختۀ بازاریابی و بازار‎گرایی صادرات بر عملکرد صادراتی در شهر تهران پرداخته است. مطالعۀ حاضر دو هدف اصلی را دنبال می‌کند؛ نخست بررسی می‎کند که استراتژی‎های انطباق آمیختۀ بازاریابی و بازارگرایی چه تأثیری بر عملکرد صادراتی می‌گذارند و دوم، به بررسی نقش بازار‎گرایی در صادرات به‎دلیل وجود نتایج ضدونقیض مطالعات گذشته می‎پردازد. برای آزمایش فرضیه‎های تحقیق، 311 شرکت صادراتی برای نمونه انتخاب شد؛ سپس به‎کمک نرم‌افزار Smart PLS و با استفاده از روش معادلات ساختاری واریانس‎محور، داده‌های گردآوری ‌شده تجزیه ‌و تحلیل شدند. نتایج پژوهش نشان می‌دهد شرکت‌های صادراتی در محیط‌های آشفته و بازارهای رقابتی نزدیک، از جنبۀ روانی برنامۀ آمیخته بازاریابی خود را با نیازهای مربوط به بازارهای خارجی بهتر انطباق می‌دهند. بازار‎گرایی صادرات، تأثیر مثبت و انطباق آمیختۀ برنامۀ بازاریابی تأثیر منفی بر عملکرد صادراتی شرکت‌ها دارند؛ ضمن اینکه بازار‎گرایی رابطۀ بین دو متغیر انطباق آمیختۀ بازاریابی و عملکرد صادراتی را تعدیل کرده و در تصمیم‌گیری‌های استراتژیک شرکت‌های صادراتی، نقش حمایت‎گرایانه دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Study of Effect Export Market Orientation and Marketing Mix Adaptation on Export Performance (Case Study: Non-oil Exporter Firms in Tehran)

نویسندگان [English]

  • Rahim Mohtaram 1
  • Mehrdad Movasagh 2
1 Assistant Prof. of Business Management, Islamic Azad University, Science and Research Branch, Tehran, Iran
2 MSc. Student in Business Management, Islamic Azad University, Science and Research Branch, Tehran, Iran
چکیده [English]

The current paper examines the impact of export market orientationand marketing mix adaptation on export performance in Tehran's exports companies. The current paper pursues two major goals; first to figure out export market orientation and marketing mix adaptation strategy impact on export performance and second, to study the role of export market orientation in exports due to the contradictory results of previous studies. A sample of 311 export companies was used to test the hypothesis. Data collected was analyzed using Smartpls software and variance-based structural equation model. The results show export companies psychologically adapt their mix marketing plan best to meet the needs of foreign markets in turbulent environments and close competitive markets. Moreover, the results suggest a positive impact of export market orientation and negative impact of Marketing mix adaptation program on export performance. In addition, the export market orientation has dampened the relationship between the two variables, marketing mix adaptation and export performance with a protectionist role in strategic decision-making of export companies.
 

کلیدواژه‌ها [English]

  • Export market orientation
  • Export performance
  • External environment
  • Marketing mix adaptation
  • Psychological distance
آذر، عادل؛ غلامزاده، رسول (1395). مدل‌سازی معادلات ساختاری کمترین مربعات جزئی. تهران: انتشارات نگاه دانش.

استیری، ‌مهرداد؛ دیواندری، علی؛ سیدجوادین، ‌سید رضا؛ خدادادحسینی، ‌سید حمید (1394). شناسایی ابعاد بازارگرایی در صنعت خدمات بانکداری کشور با تأکید بر نقش منابع انسانی. مدیریت بازرگانی، 7(2)، 314-295.

گروسی مختارزاده، نیما؛ زمانی، محمود (1394). تبیین تأثیر بازارگرایی و نوآوری مدیریت بر عملکرد بنگاه با تأکید بر نقش میانجی نوآوری فناورانه. فصلنامۀ علمی ـ پژوهشی مدیریت بازرگانی، 7(2)، 484-463.

محترم، رحیم؛ حسنقلی‎پور، طهمورث؛ نظری، محسن؛ روستا، احمد (1394). تدوین مدلی بومی برای بهبود عملکرد صادراتی شرکت‎های ایرانی در بازار مصالح ساختمانی عراق. فصلنامۀ علمی ـ پژوهشی مدیریت بازرگانی، 7(3)، 736-721.

 محمدیان، محمود؛ الله‌وردی، مصطفی؛ سلیمی، امیر (1392). بررسی تأثیر بازار گرایی صادرات و مزیت رقابتی بر عملکرد صادرات ( موردمطالعه : صادرکنندگان نمونه ایران در سال 1390). مدیریت بازرگانی، 5(4)،  78-61.

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