پديد آورندگان :
نوروزي، حسين دانشگاه خوارزمي، تهران - دانشكده مديريت - گروه مديريت , عبدالله پور، سجاد دانشگاه تهران - پرديس فارابي - دانشكده مديريت و حسابداري , گنجعلي وند، سميه دانشگاه شهيد چمران اهواز - دانشكده اقتصاد و مديريت , معصومي، غزل دانشگاه آزاد تهران مركز، تهران - دانشكده مديريت
كليدواژه :
صادرات , بازارگرايي صادرات , اثربخشي بازاريابي , عملكرد صادرات , محصولات خشكبار
چكيده فارسي :
هدف اين پژوهش بررسي تأثير رفتار بازارگرايي صادرات بر عملكرد صادرات با در نظر گرفتن متغير ميانجي اثربخشي بازاريابي در شركتهاي صادراتي محصولات خشكبار است. بنابراين، پژوهشحاضر از نظر هدف، توصيفي ـ پيمايشي، از نظر نوع استفاده، كاربردي و از نظر افق زماني، مقطعي است. جامعه آماري پژوهش شامل 120 نفر از كارشناسان بخش صادرات 20 شركت برتر صادركننده محصولات خشكبار ميباشد كه با استفاده از روش نمونه‌گيري تصادفي ساده تعداد 93 به‌عنوان اعضاي نمونه انتخاب شدند. نتايج تحليل آماري با استفاده از نرمافزار PLS نشان داد كه رفتار بازارگرايي صادرات بر اثربخشي بازارابي تأثير مثبت و معناداري دارد. نتايج همچنين نشان داد كه اثربخشي بازاريابي بر عملكرد صادرات تأثير مثبت و معناداري دارد و همچنين نتايج نشان داد كه رفتار بازارگرايي صادرات بر عملكرد صادرات شركت هاي صادركننده محصولات خشكبار تأثير مثبت و معناداري دارد. در پايان نتايج نشان داد كه رفتار بازارگرايي صادرات از طريق اثربخشي بازاريابي منجر به بهبود عملكرد صادرات مي شود.
چكيده لاتين :
Introduction Companies and countries put exports as their main strategy in order to reach more market segments, increase revenues, and obtain scarce resources, low costs, competitive advantages and economic growth (Hoang, 2016; Acikdlli, 2013). Considering the major role of exports in developing and improving the economies of the countries, in this research, we seek to examine the effect of export market behavior on improving export performance by considering the mediating variable of marketing effectiveness in Dry Goods Export Companies.
Methods
In terms of objective, the study is a survey work, an applied work as to the purpose, and a cross-sectional work as to time horizon. Study population consisted of 120 export experts in 20 top dry goods export companies. All of these companies have central offices in Tehran province and their specifications are available in Iran's Dehydrated Exporter Union. Through random sampling and using a Jersey-Morgan table, 93 experts were elected as subjects. Statistical analyses were done in PLS. Validity of the questionnaire was assessed by two convergent and divergent validity criteria, which is specific to structural equation modeling.
Findings and Argument
In this research, Statistical analyses were done in PLS. In the PLS, the hypotheses are rejected or confirmed by the T statistic and if the T statistic is higher than 1.96, it indicates the existence of a causal relationship between the variables and the hypothesis is confirmed. According to the structural equation model, the effect of export market behavior on the marketing effectiveness is significant. In other words, the value of T statistic is greater than 1.96 (26.33). Therefore, this relationship is significant. On the other hand, the path coefficient according to Figure 3 is positive, which is equal to (0.89). Export market behavior has a positive and significant effect on export performance. In other words, the value of the t statistic is higher than 1.96, and the path coefficient of these two variables is positive and strong. Also, marketing effectiveness has a positive and significant effect on the export performance of the organization. In other words, the statistic t is higher than 1.96 and the positive path coefficient is also positive. Therefore, these hypotheses were confirmed. Table 1 shows the results of the analysis using the structural equation model to test the research hypotheses:
Conclusion
Regarding the many problems that most of our Dry Goods Export Companies are facing in terms of increasing their exports, in this research, we tried to examine the impact of market orientation of these companies and the effectiveness of marketing activities on the increase and export performance. All the hypotheses of this research were confirmed. According to the results of the research, the following suggestions could be made for the companies that export the products:
- Designing customer satisfaction and customer satisfaction indicators in order to positively influence the behavior of market orientation on export performance and knowledge of customers' point of view.
- A permanent presence at domestic and international exhibitions to identify the latest trends in the development of new products and a variety of support services for this industry.
- Launching international market research units to identify customers' needs and demands.
