واکاوی نقش پاسخگویی‌ به‌ بازار بر عملکردصادراتی با نقش میانجی مزیت رقابتی در میان شرکت‌های کوچک و متوسط

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشگاه محقق اردبیلی، دانشکده علوم اجتماعی، اردبیل، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

چکیده

با افزایش شدت رقابت و نیازهای در حال تغییر مداوم مشتری، در بازارهای بین المللی، پاسخگویی به تغییرات محیطی به یک عامل موفقیت حیاتی تبدیل شده است. فلذا شرکت‌های کوچک و متوسط صادرکننده، باید چشم انداز بسیار پویایی را جهت پاسخگویی‌به نیازهای بازار و رقابت شدید مدیریت کنند. ازاین‌رو، این شرکت‌ها نیاز به توسعه مهارت‌های بازاریابی منحصر به فرد برای عملکردصادراتی برتر دارند. هدف از مطالعه حاضر، بررسی نقش پاسخگویی‌به‌بازار بر عملکردصادراتی با نقش میانجی مزیت رقابتی و تعدیل‌گری مهارت‌های بازاریابی است. جامعه آماری این تحقیق، شرکت‌های صادراتی کوچک و متوسط است. تعداد اعضای جامعه براساس پایگاه اطلاع رسانی شرکت های کوچک و متوسط 340 شرکت بود که با استفاده از فرمول کوکران و روش نمونه گیری در دسترس تعداد نمونه 150 نفر برآورد گردیده و پرسشنامه‌ها تکمیل شد. برای گردآوری داده‌ها از پرسشنامه استاندارد «بومی‌سازی شده» برگرفته از تحقیقات خان و خان (2021) و بوسو و همکاران (2019) متشکل از 28 سوال استفاده شد. پرسشنامه‌ها از لحاظ روایی و پایایی مورد تأیید قرار گرفت. داده‌ها با استفاده از نرم‌افزار spss و روش حداقل مربعات جزئی و نرم‌افزار اسمارت پی.ال.اس. تجزیه‌و‌تحلیل شدند. بررسی نتایج این تحقیق نشان داد که پاسخگویی ‌به ‌بازار با ضریب 328/2، مزیت رقابتی با ضریب 394/2، مهارت‌های بازاریابی با ضریب 610/4 بر عملکرد صادرات تأثیر مثبت و معنی‌داری دارند؛ و نتایج نشان‌دهنده نقش میانجی مزیت رقابتی با ضریب 357/2 در تأثیر پاسخگویی ‌به ‌بازار و عملکرد صادراتی می‌باشد؛ همچنین مهارت‌های بازاریابی با ضریب 197/1 نقش تعدیل‌کننده در رابطه بین پاسخگویی ‌به ‌بازار و عملکرد صادراتی ندارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Analyzing the role of market responsiveness in export performance with emphasis on competitive advantage mediation among small and medium enterprises

نویسندگان [English]

  • Hossein Rahimi Koloor 1
  • Vahideh Ebrahimi Kharajo 2
1 Associate Professor, Department of Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran.
2 Ph.D. Candidate of business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran
چکیده [English]

With increasing competition and the everchanging needs of the customer, in international markets, responding to environmental changes has With increasing competitionandthe everchanging needsof the customer, in international marketsresponding to environmental changes has become a critical success factor.Thereforesmall and mediumsized exporting companies must manage a verydynamic outlook to meet market needs and fierce competition.Hencethese companies need to develop unique marketing skills for superior export performance.The purpose of this study is to investigate the role of market responsiveness on export performance with the mediatingrole of competitive advantage and moderation of marketing skills.The statisticalpopulation of this research is small and medium export companies.The number of community members based on theinformation baseofsmallandmediumcompanieswas340 companies. Using Cochran's formula and available sampling method, the number of samples was estimated at150people and questionnaires were completed.To collect the data, a standard "localized" questionnaire based on the research of Khan and Khan (2021) and Bosu et al(2019)consisting of 28 questions was used.The questionnaires were approved for validity and reliability. Data using SPSS software and partial least squares method and Smart PLS software. Were analyzed. The results of this study showed that market responsiveness with a coefficient of 2.328competitive advantage with a coefficientof 2.394marketing skills with a coefficient of 4.610have a positive and significant effect on export performance; And the results show the mediating role of competitive advantage with a coefficient of2.357in the effect of market responsiveness and export performance; Alsomarketing skills with a coefficient of 1.197do not have a moderating role in the relationship between market responsiveness and expor performance.

کلیدواژه‌ها [English]

  • Market responsiveness
  • competitive advantage
  • marketing skills
  • export performance
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