فصلنامه مطالعات مدیریت راهبردی

فصلنامه مطالعات مدیریت راهبردی

تاثیر پویایی و سازگاری قابلیت‌های بازاریابی با شدت رقابت در ارتقاء عملکرد صادراتی شرکت‌های تجاری

نوع مقاله : پژوهشی

نویسندگان
مجتبی اکبری 1
ناصر یزدانی 2
1 دانشجوی کارشناسی ارشد، دانشکده علوم انسانی، دانشگاه شاهد، تهران، ایران
2 دانشیار، دانشکده علوم انسانی، دانشگاه شاهد، تهران، ایران
10.22034/smsj.2023.398163.1854
چکیده
هدف پژوهش، بررسی تأثیر قابلیت‌های بازاریابی پویا و سازگار بر عملکرد شرکت‌ها در بازاریابی بین‌المللی است. نوع پژوهش به لحاظ هدف کاربردی و از نظر روش گردآوری داده‌ها توصیفی - پیمایشی است. جامعه آماری شامل شرکت‌های صادرکننده کاشی و سرامیک در ایران است که با توجه به آمارگرفته شده از وزارت صنعت، معدن و تجارت ‌ایران مجموعاً 155 شرکت می‌باشد. حجم نمونه با استفاده از فرمول کوکران 110 شرکت است. روش نمونه‌گیری در این تحقیق از نوع نمونه‌گیری تصادفی در دسترس است. برای گردآوری داده‌ها از پرسشنامه محقق‌ساخته با بهره‌گیری از شاخص و گویه‌های پیشینه تحقیق استفاده گردید. برای تجزیه‌وتحلیل داده‌ها از رویکرد مدل‌سازی معادلات ساختاری در نرم‌افزار SmartPLS  استفاده شد. نتایج حاصل از آزمون فرضیه‌های پژوهش نشان داد، قابلیت‌های بازاریابی بر عملکرد بازاریابی بین‌المللی شرکت‌های صادرکننده کاشی و سرامیک در ایران تأثیر دارد. اثر مستقیم قابلیت‌های بازاریابی پویا و قابلیت‌های بازاریابی سازگار بر عملکرد بازاریابی بین‌المللی نیز معنا‌دار می‌باشند. همچنین، قابلیت مدیریت ارتباط با مشتری، قابلیت مدیریت توسعه محصول، قابلیت مدیریت زنجیره تأمین، قابلیت یادگیری بازار هوشمند، قابلیت آزمایش بازار سازگار، قابلیت بازاریابی باز بر عملکرد بازاریابی بین‌المللی تأثیر معنادار دارند. تأثیر تعدیل‌کننده شدت رقابت در رابطه بین قابلیت‌های بازاریابی، قابلیت‌های بازاریابی پویا، قابلیت‌های بازاریابی سازگار و عملکرد بازاریابی بین‌المللی شرکت‌های صادرکننده کاشی و سرامیک در ایران تائید شد. در نهایت تأثیر تعدیلگر شدت رقابت در رابطه بین قابلیت مدیریت ارتباط با مشتری، قابلیت مدیریت توسعه محصول، قابلیت مدیریت زنجیره تأمین، قابلیت یادگیری بازار هوشمند، قابلیت آزمایش بازار سازگار، قابلیت بازاریابی باز و عملکرد بازاریابی بین‌المللی تائید شد. نتایجی که از این پژوهش می‌توان دریافت کرد این است که قابلیت‌های بازاریابی پویا و سازگار به عوامل کلیدی موفقیت برای شرکت‌های صادراتی تبدیل شده‌اند. یک شرکت با قابلیت‌های پویا برای بقا و بهبود عملکرد تجاری خود بسیار مورد نیاز است. هدف نهایی شرکت‌های کاشی و سرامیک علاوه بر بهبود عملکرد در زمینۀ صادرات، کسب مزیت رقابتی در بین شرکت‌های صادراتی می‌باشد.
کلیدواژه‌ها
"عملکرد بازاریابی بین‌المللی"
"قابلیت‌های بازاریابی"
"قابلیت‌های بازاریابی پویا"
"قابلیت‌های بازاریابی سازگار"

موضوعات

عنوان مقاله English

Dynamics and adaptability of marketing capabilities to enhance the export performance of commercial companies

نویسندگان English

Mojtaba Akbari 1
Naser Yazdani 2
1 MA student, Faculty of Humanities, Shahed University, Tehran, Iran
2 Associate Professor, Faculty of Humanities, Shahed University, Tehran, Iran
چکیده English

Introduction
National and international marketing have differences, the most important of which are environmental differences in political, economic, cultural and social fields. Differences in climate, natural resources, and culture create different production and service needs that in order to meet the needs of consumers, marketing managers must examine the available opportunities through market segmentation so that they can provide the products and services needed by consumers according to the available resources. Marketing capabilities are very important for commercial companies because by using the tangible and intangible resources of the companies, they are highly useful in identifying the wants and needs of customers and are used in order to meet the needs of customers and improve the performance of companies in the field of business. By developing marketing capabilities, you can create a strong position and maintain value for your consumers to maintain and strengthen their loyalty to the company. In order for commercial companies to survive in this turbulent business world and maintain and improve their share in the market by maintaining their customers and satisfying their demands, they must have capabilities that create a competitive advantage for them and create differentiation. With competitors, others can't use this advantage that is unique to them, which includes dynamic and adaptive marketing capabilities. Dynamic marketing capabilities respond to a rapidly changing environment by leveraging the company's internal and external capabilities. Adaptive marketing capabilities also take a proactive approach that starts with market intelligence and digs deep into the problems and questions customers face. Adaptive marketing capabilities are the developed ability to sense and act on market signals, continuously learn from market experiments, and integrate and coordinate social network resources to adapt to market changes and anticipate industry trends. The performance of a company shows how much this group has been able to achieve the goals and strategies it has set in advance, and as a result, performance can be estimated through effectiveness and efficiency. Therefore, considering the research gap in the field of dynamic and adaptive marketing capabilities and the relationship they can have with the international marketing performance of companies, the main question in this research is: What is the effect of dynamic and adaptive marketing capabilities on the performance of companies in international marketing? According to the above points, the purpose of this research is to investigate the effect of dynamic and adaptive marketing capabilities on the performance of companies in international marketing.
Methodology
Based on the purpose of this research, it is considered as applied research because it deals with the development of practical knowledge in the field of performance. The statistical population of the research includes tile and ceramic exporting companies in Iran. According to the statistics obtained from the Ministry of Industry, Mining and Trade of the Islamic Republic of Iran, there are a total of 155 companies. Cochran's formula was used to determine the sample size. The sample size is proportional to the statistical population of 110 companies. The sampling method in this research was available random sampling. Questionnaire made by the researcher using the background indicators and questions of the research was used to collect data and structural equation modeling approach and SPSS and PLS software were used to analyze the collected data.
Results and Discussion
The results showed that marketing capabilities have an effect on the international marketing performance of tile and ceramic exporting companies in Iran. The direct effect of dynamic marketing capabilities and adaptive marketing capabilities on international marketing performance are also significant. Also, the results indicated that customer relationship management capability, product development management capability, supply chain management capability, smart market learning capability, compatible market testing capability, open marketing capability have a significant impact on international marketing performance. On the other hand, the moderating effect of competition intensity on the relationship between marketing capabilities and international marketing performance of tile and ceramic exporting companies in Iran was confirmed. The effect of competition intensity in the relationship between dynamic marketing capabilities, adaptive marketing capabilities and international marketing performance was confirmed as a moderator. Finally, the effect of competition intensity moderator in the relationship between customer relationship management capability, product development management capability, supply chain management capability, smart market learning capability, adaptive market testing capability, open marketing capability and international marketing performance was confirmed.
Conclusion
In total, the research results show that marketing capabilities, dynamic marketing capabilities and its dimensions, and adaptive marketing capabilities and its dimensions have an effect on international marketing performance. It is worth mentioning that the intensity of competition moderates these relationships. Therefore, officials and managers of tile and ceramic exporting companies in Iran should pay special attention to these factors affecting international marketing performance. and use all their power to increase these factors in order to achieve a sustainable competitive advantage in this turbulent economic arena, which is the goal of all companies, especially companies that are in the field of export, and keep pace with their competitors in for the success of the business, or better to say, the field of marketing, take a useful step.

کلیدواژه‌ها English

International marketing performance
Marketing capabilities
Dynamic marketing capabilities
Adaptive marketing capabilities
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  • تاریخ دریافت 29 اردیبهشت 1402
  • تاریخ بازنگری 19 تیر 1402
  • تاریخ پذیرش 15 مهر 1402