نقش روابط بازرگانی بین الملل در اثر بازارگرایی بین الملل بر چابکی بازاریابی بین الملل

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران

2 دانشجوی دکتری، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران

چکیده

در سطح بالایی از عدم قطعیت و رقابت در بازارهای بین الملل، چابکی بازاریابی یک ضرورت است. از طرفی حفظ روابط بازرگانی سالم، زمانی که معاملات از مرزهای ملی فراتر می‌روند، اهمیت بیشتری پیدا می‌کند. هدف این پژوهش تعیین تأثیر بازارگرایی بین الملل بر روابط بازرگانی بین الملل با تأکید بر همکاری، وابستگی، فاصله ارتباطی، تعهد و اعتماد، و تأثیر این ابعاد بر چابکی بازاریابی بین الملل است، که از این لحاظ کاربردی و از لحاظ روش، توصیفی-همبستگی است. جامعۀ پژوهش را سرپرستان و کارشناسان کسب و کارهای بین المللی(صادرات-واردات) فعال در سال‌های 1399 تا 1401 تشکیل می‌دهند، که 150 نفر از آنها از طریق روش نمونه‌گیری در دسترس انتخاب شدند. به منظور جمع‌آوری داده‌ها، از پرسشنامه استفاده شد، که روایی آن‌ از طریق روایی محتوایی و روایی سازه (روایی همگرا و روایی واگرا)، و پایایی آن‌ها از طریق آلفای کرونباخ و پایایی مرکب بررسی شد. به منظور تحلیل داده‌ها از مدل‌یابی معادلات ساختاری به وسیله نرم افزار smart-PLS 4استفاده شد. نتایج نشان داد؛ بازارگرایی بین الملل بر همکاری، اعتماد و تعهد در روابط بازرگانی بین الملل تأثیر مثبت دارد، و بر وابستگی و فاصله ارتباطی تأثیر منفی دارد. همچنین همکاری و اعتماد در روابط بازرگانی بین الملل بر چابکی بازاریابی بین الملل تأثیر مثبت دارد. از سوی دیگر چابکی بازاریابی با کاهش وابستگی در روابط بازرگانی بین الملل افزایش می یابد. در حالی که تأثیر فاصله ارتباطی و تعهد بر چابکی بازاریابی بین الملل تأیید نشد. در نهایت بازارگرایی بین الملل بر چابکی بازاریابی بین الملل تأثیر مثبت دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The role of international business relationships in the effect of International market orientation on international marketing agility

نویسندگان [English]

  • Hashem Aghazadeh 1
  • Mohammad Bagher Fallahi 2
1 Department of Business Management, College of Management,, University of Tehran, Tehran, Iran
2 Ph.D. student, College of Management, University of Tehran, Tehran,, Iran.
چکیده [English]

In an elevated level of uncertainty and competition typifying international marketing, agility (IMA) has become a necessity. On the other hand, the importance of sustaining healthy buyer–seller relationships is more pronounced when transactions transcend national boundaries. The purpose of this research is to determine the effect of international market orientation on the international business relationships with an emphasis on cooperation, dependence, communication distance, commitment and trust, and the effect of these dimensions on the IMA. This study was a practical study from purpose view and it was a descriptive-correlation one from methodology perspective. The statistical population of this study includes supervisors and experts of international businesses who have been active in the last three years, that 150 people were selected through convenience sampling. In order to collect data questionnaires have been used, that reliability has been checked through Composite reliability and validity has been checked through the Content Validity and Structural validity. Data were analyzed through structural equation modeling with Smart-PLS software. The results showed; International market orientation has a positive effect on cooperation, trust and commitment in business relationships, and it has a negative effect on dependence and communication distance. Cooperation and trust in international business relations have a positive effect on the IMA. The IMA increases with the reduction of dependence in international business relationships. While the effect of communication distance and commitment in business relationships on IMA was not confirmed. Finally, international market orientation has a positive effect on IMA.

کلیدواژه‌ها [English]

  • International market orientation
  • International business relationships
  • International marketing agility
  • Dependence
آقازاده، هاشم. رضایی، نکیسا و پیری‌زاده، محمد. (1401). تاثیر فراکارکرد بازارشناسی در تداوم کسب وکار بین‌الملل با درنظرگرفتن نقش میانجی چابکی استراتژیک. فصلنامه توسعه کارآفرینی، 15(7)، 61-80.
طباطبایی نسب، سید محمد و محمدیان یزد، رقیه. (1398). چابکی بازاریابی خدمات، مفهوم پردازی و توسعه مقیاس. کاوش‌های مدیریت بازرگانی، 11(21)، 347-371.
 
Aghazadeh, H. (2015). Strategic marketing management: Achieving superior business performance through intelligent marketing strategy. Procedia-Social and Behavioral Sciences, 207, 125-134.
Aghazadeh, H. (2017). Principles of Marketology, Volume 2: Practice. Springer.
Asseraf, Y., Lages, L. F., & Shoham, A. (2019). Assessing the drivers and impact of international marketing agility. International Marketing Review, 36(2), 289-315.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
Cadogan, J. W., & Diamantopoulos, A. (1995). Narver and Slater, Kohli and Jaworski and the market orientation construct: integration and internationalization. Journal of strategic marketing, 3(1), 41-60.
Dubey, R., & Gunasekaran, A. (2015). Agile manufacturing: framework and its empirical validation. The International Journal of Advanced Manufacturing Technology, 76, 2147-2157.
Fayezi, S., & Zomorrodi, M. (2015). The role of relationship integration in supply chain agility and flexibility development: An Australian perspective. Journal of Manufacturing Technology Management, 26(8), 1126-1157.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Gligor, D. M., Holcomb, M. C., & Feizabadi, J. (2016). An exploration of the strategic antecedents of firm supply chain agility: The role of a firm's orientations. International Journal of Production Economics, 179, 24-34.
Gomes, E., Sousa, C. M., & Vendrell-Herrero, F. (2020). International marketing agility: conceptualization and research agendaInternational Marketing Review, 37(2), 261-272.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis 6th Edition. In: Pearson Prentice Hall. New Jersey.
Hooman, H. A. (2005). Structural equation modeling using LISREL software. Tehran: SAMT Publication.
Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. Journal of marketing, 57(3), 53-70.
Kumar Panda, D. (2014). Managerial networks and strategic orientation in SMEs: Experience from a transition economy. Journal of Strategy and Management, 7(4), 376-397.
Kurniawan, R., Budiastuti, D., Hamsal, M., & Kosasih, W. (2020). The impact of balanced agile project management on firm performance: the mediating role of market orientation and strategic agility. Review of International Business and Strategy, 30(4), 457-490.
Kurniawan, R., Budiastuti, D., Hamsal, M., & Kosasih, W. (2021). Networking capability and firm performance: the mediating role of market orientation and business process agility. Journal of Business & Industrial Marketing, 36(9), 1646-1664.
Kurniawan, R., Manurung, A. H., Hamsal, M., & Kosasih, W. (2021). Orchestrating internal and external resources to achieve agility and performance: the centrality of market orientation. Benchmarking: An International Journal, 28(2), 517-555.
Leonidou, L. C., Samiee, S., Aykol, B., & Talias, M. A. (2014). Antecedents and outcomes of exporter–importer relationship quality: synthesis, meta-analysis, and directions for further research. Journal of international marketing, 22(2), 21-46.
Li, R., Liu, Y., & Bustinza, O. F. (2019). FDI, service intensity, and international marketing agility: The case of export quality of Chinese enterprises. International Marketing Review, 36(2), 213-238.
Mandal, S., & Saravanan, D. (2019). Exploring the influence of strategic orientations on tourism supply chain agility and resilience: an empirical investigation. Tourism Planning & Development, 16(6), 612-636.
Nakos, G., Dimitratos, P & Elbanna, S. (2019). The mediating role of alliances in the international market orientation-performance relationship of SMEs. International Business Review, 28(3), 603-612.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of marketing, 54(4), 20-35.
Peng, M. Y.-P., & Chang, Y.-S. (2023). Do Social Network Relationships and Overseas Market Orientation Affect SMEs’ International Performance? A Dynamic Internationalization Capability Perspective. SAGE Open, 13(1), 21582440231153050.
Peng, M. Y.-P., Peng, Y.-C., & Chang, C.-C. (2018). The effect of organizational strategy orientation on network relationships. Paper presented at the Proceedings of the 2018 International Conference on E-business and Mobile Commerce.
Qu, R., & Ennew, C. T. (2003). An examination of the consequences of market orientation in China. Journal of Strategic Marketing, 11(3), 201-214.
Racela, O. C., Chaikittisilpa, C., & Thoumrungroje, A. (2007). Market orientation, international business relationships and perceived export performance. International Marketing Review, 24(2), 144-163.
Rezazadeh, A., & Nobari, N. (2018). Antecedents and consequences of cooperative entrepreneurship: A conceptual model and empirical investigation. International Entrepreneurship and Management Journal, 14, 479-507.
Thoumrungroje, A., & Racela, O. C. (2022). Linking SME international marketing agility to new technology adoption. International Small Business Journal, 40(7), 801-822.
Vaillant, Y., & Lafuente, E. (2019). The increased international propensity of serial entrepreneurs demonstrating ambidextrous strategic agility: A precursor to international marketing agility. International marketing review, 36(2), 239-259.
Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195.
Williams, C., & Spielmann, N. (2019). Institutional pressures and international market orientation in SMEs: Insights from the French wine industry. International Business Review, 28(5), 101582.
Yousaf, Z., Sahar, N., Majid, A., & Rafiq, A. (2018). The effects of e-marketing orientation on strategic business performance: Mediating role of e-trust. World Journal of Entrepreneurship, Management and Sustainable Development, 14(3), 309-320.