تأثیر بازارگرایی و تجربه بین‌المللی بر عملکرد صادرات با نقش میانجی استراتژی بازاریابی بین‌المللی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت، دانشکده اقتصاد و مدیریت دانشگاه تبریز، تبریز

2 استادیار گروه مدیریت دانشکده اقتصاد، مدیریت و بازرگانی دانشگاه تبریز

3 گروه مدیریت، دانشگاه آزاد اسلامی تبریز، ایران

4 اتاق بازرگانی

چکیده

پویایی در محیط‌های کسب‌وکار که به دلیل بـروز عواملی چون رشد یا سقوط اقتصادی، فزونـی و شـدت رقابـت، جهانی‌سازی، ادغـام­هـا و ترکیب­ها و نوآوری­های تکنولوژیکی به وجود آمده اسـت قابلیت مدیران رده‌بالا را در درک به‌موقع و پاسخ صحیح بـه این تغییرات به چالش کشیده است. در بازارهای به‌شدت رقابتی جهانی، شناخت نیاز مشتریان و متمایز ساختن خودشان از رقبا بیش‌ازپیش اهمیت حیاتی پیدا کرده است. هدف از این پژوهش بررسی تأثیر تجربه بین‌المللی و بازارگرایی بر عملکرد صادرات با نقش میانجی استراتژی بازاریابی بین‌المللی است در مدل طراحی‌شده به شناسایی متغیرهای تأثیرگذار بر استراتژی‌های بازاریابی بین‌المللی و عملکرد صادرات پرداخته‌شده است. نتایج به‌دست‌آمده از تجزیه‌وتحلیل داده‌های میدانی، بین گروه‌های مختلف کارشناسان و مدیران شرکت‌های فعال در امر صادرات استان آذربایجان شرقی با استفاده از مدل ساختاری، بیانگر تأثیر مثبت بازارگرایی و تجربه‌های بین‌المللی بر استراتژی بازاریابی بین‌المللی به‌عنوان متغیر میانجی و همچنین تأثیر مثبت و معنی‌دار استراتژی بازاریابی بین‌المللی بر عملکرد صادرات گردیده است.

کلیدواژه‌ها


عنوان مقاله [English]

Effect of market orientation and international experience on export performance with the mediating role of international marketing strategy

نویسندگان [English]

  • Mohammad Faryabi 1
  • Samad Rahimiaghdam 2
  • Mohammad Reza Kousheshi 3
  • Alireza PourAghabalaei 4
1 Department of Management,University of Tabriz,Tabriz, Iran
2 Assistant Professor, Department of Management, Faculty of Economic and Management, University of Tabriz, Tabriz,Iiran
3 Department of Management,Tabriz Branch, Islamic Azad University,Tabriz, Iran
4 Chamber of Commerce
چکیده [English]

Dynamic business environments because of factors such as economic growth or decline, increasing the intensity of competition, globalization, mergers and acquisitions and technological innovations have arisen. In the highly competitive global market, understanding customer needs and differentiate themselves from competitors has become increasingly critical. The aim of this study is to evaluate the impact of market orientation on export performance with the moderating role of global marketing strategy. This research benefits from a quantitative research methodology. Structural Equation Modeling (SEM) has been used to analyze the data. The results of the analysis of data between different groups of experts and managers of export companies show the positive impact of market orientation and international experience in marketing strategy.

کلیدواژه‌ها [English]

  • Market orientation
  • International experience
  • International marketing strategy
  • Export
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