رابطه جهت گيري بازار با عملكرد صادراتي سازمان

Relationship of market orientation with the organization s export performance

مقاله پژوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺑﺮرﺳﯽ تاثير جهت‌گيري بازار بر عملكرد صادراتي سازمان اﻧﺠﺎم ﺷﺪه اﺳﺖ. روش ﭘﮋوﻫﺶ ﺗﻮﺻﯿﻔﯽ غيرآزمايشي از ﻧﻮع پيمايشي و ﻫﻤﺒﺴﺘﮕﯽ و علي مقايسه‌اي اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري 156 ﻧﻔﺮ از ﮐﺎرﮐﻨﺎن بازاريابي، توليد، فروش، صادرات شركت زرين غزال دايتي ﻣﯽﺑﺎشد. ﺑﻨﺎﺑﺮاﯾﻦ ﻧﻤﻮﻧﻪاي ﺑﺎ ﺣﺠﻢ 111 ﻧﻔﺮ ﺑﺮ اﺳﺎس فرمول كوكران تعيين، و ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎ ﺑﺮ اﺳﺎس ﻧﻤﻮﻧﻪ ﮔﯿﺮي ﻏﯿﺮ ﺗﺼﺎدﻓﯽ در دﺳﺘﺮس ﺑﯿﻦ اﻓﺮاد ﺟﺎﻣﻌﻪ ﺗﻮزﯾﻊ ﺷﺪه است. جهت گردآوري داده ها از ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺘﺎﻧﺪارد اﺳﺘﻔﺎده ﮔﺮدﯾﺪه اﺳﺖ. رواﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ از ﻧﻈﺮ صوري ﺣﺎﺻﻞ ﺷﺪه و ﭘﺎﯾﺎﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ از ﻃﺮﯾﻖ ﺿﺮﯾﺐ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ ﺗاييد ﮔﺮدﯾﺪه اﺳﺖ. براي تجزيه و تحليل داده‌ها از آزمون‌ تحليل مسير با استفاده از نرم افزار ليزرل به آزمون فرضيه‌هاي تحقيق پرداخته شد. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸﺎن داد جهت‌گيري بازار با نقش واسطه‌اي قابليت بازاريابي و مزاياي رقابتي بر عملكرد صادراتي سازمان تأثير مي‌گذارد.

The purpose of this study was to investigate the effect of market orientation on export performance of the organization. Non experimental descriptive study is a survey type and causal correlation study. The research method is non experimental descriptive, causal comparative correlational survey. The statistical population consists of 156 employees of Marketing, Production, Sales and Export departments working in Zarrin Ghazal Daity Company. Therefore, a sample of 111 people was selected based on Cochrans formula, and the questionnaires were distributed among the research sample based on the available non random sampling method. In this research the export performance of organization is considered as a dependent variable, market orientation as an independent variable, marketing capability and competitive advantages as dependent variables and the components of internal factors coordination mechanism, cost leadership strategy and the components of external factors market turbulence, competitive intensity as moderator variables. To collect the data, the standard questionnaire of Janet et al. 2011 was used. The validity of the questionnaire was formally determined and its reliability was calculated by Cronbachs alpha coefficient. For data analysis, path analysis and correlation of separation tests were used to test research hypotheses using LISREL and SPSS soft wares, respectively. The results of this study showed that market orientation with the intermediate role of marketing capability and competitive advantages affect the organizations export performance.