طراحی مدل استراتژی بازاریابی بین‌المللی و عملکرد صادراتی در شرکت‌های کوچک و متوسط

نوع مقاله : پژوهشی

نویسندگان

1 دانشجوی دکتری، دانشگاه تهران، تهران، ایران

2 استادیار، دانشگاه تهران، تهران، ایران

چکیده

امروزه کشورهای صادرکننده زعفران در جهان در تلاش هستند با شیوه‌های نوین بازاریابی سهم خود را از عرضه جهانی این محصول افزایش دهند و جایگاه مناسبی را در بازار جهانی به دست آورند. ایران از بزرگترین تولیدکنندگان زعفران در جهان است که بر خلاف عرصه تولید در زمینه صادرات جایگاه واقعی خود را به‌دست نیاورده است. هدف این مقاله پیشنهاد مدل عملکرد صادراتی بر اساس استراتژی بازاریابی بین‌المللی در شرکت‌های کوچک و متوسط صادرکننده زعفران است. در ابتدا با پیشینه‌پژوهی، مدل‌های موجود در حوزه عملکرد صادراتی را بررسی کرده و سپس با استخراج متغیرها، یک مدل پیشنهادی را ارائه دادیم. سپس فرضیات پرسشنامه را استخراج کردیم. در مرحله بعدی از روش نمونه‌گیری غیراحتمالی گلوله برفی برای جمع‌آوری نمونه‌های آماری استفاده کردیم. در نهایت 107 نفر از مدیران شرکت‌ها به پرسشنامه پاسخ دادند. سپس با نرم‌افزار Smart-PLS فرآیند تحلیل داده‌ها انجام شد. نتایج نشان داد استانداردسازی/ تطبیق‌پذیری در آمیخته بازاریابی بین‌المللی، تاثیر معناداری بر عملکرد عینی صادرات و رضایت از عملکرد صادرات دارد. همچنین متغیرهای شدت فناوری و عوامل تعیین‌کننده سازمانی نقش میانجی در رابطه استراتژی بازاریابی بین‌المللی و عملکرد صادراتی ندارند. متغیرهای اندازه شرکت و عوامل تعیین‌کننده مدیریتی فقط نقش میانجی بر رابطه استراتژی بازاریابی بین‌المللی و رضایت از عملکرد صادرات دارند و عوامل تعیین‌کننده محیطی در تاثیر استانداردسازی/ تطبیق‌پذیری در آمیخته بازاریابی بین‌المللی بر رضایت از عملکرد صادرات و عملکرد عینی صادرات نقش میانجی دارد. همچنین در انتها مدل پیشنهادی با استفاده از نتایج برازش مدل کلی ارائه می‌شود.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a model of international marketing strategy and export performance in small and medium-sized companies

نویسندگان [English]

  • Mohammad Badkoobei 1
  • Mohammad Rahim Esfidani 2
1 PhD in Business Administration, University of Tehran
2 Faculty of Management (University of Tehran)
چکیده [English]

Introduction: Today, saffron exporting countries in the world are trying to gain a good position in the global market. Iran is one of the largest producers of saffron in the world, which unfortunately, unlike the production field, has not achieved its true position in the field of exports.
we seek to propose an export performance model based on international marketing strategy in SME that export saffron.
Methodology:  First, we reviewed the existing models in the field of export performance with background research, and then, by extracting the variables, we presented a proposed model. Then we extracted the hypotheses of the questionnaire. In the next step, we used the non-probability snowball sampling method to collect statistical samples. Finally, 107 company managers answered the questionnaire. Then the data analysis process was performed with Smart-PLS software.
 Results and Discussion: Company size variables and managerial determinants only mediate the relationship between international marketing strategy and export performance satisfaction, and environmental determinants mediate the effect of standardization / adaptability in the international marketing mix on export performance satisfaction and objective export performance.
Conclusion: The results showed that standardization / adaptability in the international marketing mix has a significant effect on the objective performance of exports and satisfaction with export performance. Also, technology intensity variables and organizational determinants do not play a mediating role in the relationship between international marketing strategy and export performance. Also, at the end, the proposed model is presented using the results of fitting the general model.

کلیدواژه‌ها [English]

  • Export performance
  • International marketing strategy
  • Export of saffron

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فصلنامه مطالعات مدیریت راهبردی
دوره 13، شماره 52
دی 1401
صفحه 255-285

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  • تاریخ دریافت: 08 دی 1400
  • تاریخ بازنگری: 03 فروردین 1401
  • تاریخ پذیرش: 01 تیر 1401

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