To Promote the Development of Export Marketing Capabilities

Document Type : Research

Authors

1 Student of Payame Noor University

2 Payame Noor University

Abstract

Potential capacity and competitive pricing are among the factors that affect the attractiveness of Iranian products, especially petroleum products in international markets. Therefore, in this study we attempted to express the concept of marketing capabilities and be reviewed the influence of local environmental factors - external and type of the petrochemical industry. The research type is that of applied and data collecting method is that of descriptive-survey. Tools used for collecting questionnaire data and the methods used to assess hypotheses are that of multiple regression analysis and confirmatory factor analysis. The results confirm the impact of variable pricing, new products development, distribution channel management, delivery management, after sales services and marketing communications as a subset of marketing capabilities, also Confirm the Influence of the product and external environment on that. However, the environmental factors that influence indoor Brtvanmndy marketing, less than the usual 95% confidence level was significant, indicating a greater impact on improving the capabilities of the product in relation to environmental factors are an International Marketing.

Keywords

References

 
1. احمدی، پرویز و فرهیخته، فاطمه. (1390). مروری جامع بر برنامه‌ریزی بازاریابی، فرهیختگان دانش، تهران، چاپ اول.
2. اسماعیل‌پور، حسن. (1385). مدیریت بازاریابی بین‌المللی، نگاه دانش، تهران، چاپ پنجم.
3. سبحانی فرد، یاسر و اخوان خرازیان، مریم. (1391). تحلیل عاملی، مدل‌سازی معادلات ساختاری و چند سطحی، تهران، دانشگاه امام صادق (ع)، چاپ اول.
4. فرچه، منیژه، عالم تبریز، اکبر و کرم پور، عبدالحسین. (1390). ارائه الگویی برای تعیین عوامل مؤثر بر عملکرد صادراتی بر اساس راهبرد رقابتی تمایز در صنعت کانی غیرفلزی. مطالعات مدیریت راهبردی. 6. 140-119.
5. مؤمنی، منصور و فعال قیومی. (1386). تحلیل داده‌های آماری با استفاده از SPSS، کتاب نو، تهران، چاپ اول.
6. Al-Sharrah, G.K., Hankinson, G., Elkamel, A. (2006). Decision-Making For Petrochemical Planning Using Multiobjective And Strategic Tools. Institution Of Chemical Engineers, 84(A11), 1019-1030.
7. American Marketing Association. (1985). Marketing Definition News, March, P.10.
8. Argouslidis, P.C., Indounas, K. (2010). Exploring The Role Of Relationship Pricing In Industrial Export Settings: Empirical Evidence From The Uk. Industrial Marketing Management, 39(3). 460-472.
9. Boehe, D.M., Cruz, L.B. (2010). Corporate Social Responsibility, Product Differentiation Strategy and Export Performance. Journal Of Business Ethics, 91, 325-346.
10. Chailom, P., Kaiwinit,, S. (2010). The Effects Of International Experience, Organizational Learning For Export Activitiess, And Global Competitive Force On Export Marketing Strategy, Export Advantage, And Performance Of Export Firms In Thailand. International Journal of Business Strategy, 10(4), 156-166.
11. Chandler, J.D., &Graham, J.L. (2010). Relationship-Oriented Cultures, Corruption, And International Marketing Success. Journal of Business Ethics, 92, 251-267.
12. Commander, S., Svejnar, J. (2011). Business Environment, Exports, Ownership, Andfirm Performance. The Review of Economics And Statistics, 93(1), 309-337.
13. Dijkema, G.P.J., Grievink.J., &Weijnen, M.P.C. (2003). Functional Modelling For A Sustainable Petrochemical Industry. Institution Of Chemical Engineers, 81(B), 331-340.
14. Gashi, P., Hashi, I., Pugh, G. (2014). Export Behaviour Of Smes In Transition Countries. Small Business Economics, 42(2), 407-435.
15. Griffith, D.A. (2010). Understanding Multi-Level Institutional Convergence Effects on International Market Segments and Global Marketing Strategy. Journal Of World Business, 45, 59-65.
16. Johnson, J.L., Sakano, T., & Onzo, N. (1990). Behavioral Relations In Across-Culture Distribution Systems: Influence, Control, And Conflict In U.S.– Japanese Marketing Channels. Journal of International Business Studies, 21(4), 639–655.
17. Kaleka, A., & Katsikeas, C. S. (1995). Exporting Problems: The Relevance of Export Development. Journal of Marketing Management, 11, 499–515.
18. Kiminami, L., Kiminami, A., &Furuzawa, S. (2010). Research on An International Marketing Strategy For Japanese Rice. Journal Of Agricultural Science And Technology, 4(1), 8-20.
19. Lages, L.F., Jap, S., &Griffith, D. A. (2008). The Role of Past Performance In Export Ventures: A Short-Term Reactive Approach. Journal of International Business Studies, 39(2), 304–325.
20. Leonidou, L.C., Katsikeas, C.S., & Samiee, S. (2002). Marketing Strategy Determinants of Export Performance: A Meta-Analysis. Journal of Business Research, 55(1), 51–67.
21. Madsen, T.K. (1989). Successful Export Marketing Management: Some Empirical Evidence. International Marketing Review, 6(4), 41–57.
22. Mehta, R., Larson, T., Rosenbloom, B., &Ganitsky, J. (2006). The Impact Of Cultural Differences In U.S. Business-To-Business Export Marketing Channel Strategic Alliances. Industrial Marketing Management, 35, 156-165.
23. Morgan, N.A., Katsikeas, C.S., &Vorhies, D.W. (2012). Export Marketing Strategy Implementation, Export Marketing Capabilities, and Export Venture Performance. Academy Of Marketing Science, 40, 271-289.
24. Murray, J.Y., Gao, G.Y., & Kotabe, M. (2011). Market Orientation And Performance Of Export Ventures: The Process Through Marketing Capabilities And Competitive Advantages. Academy Of Marketing Science, 39, 252-269.
25. Navarro,A., Acedo,F.J., Losada, F., &Ruzo, E. (2011). Integrate D Model Of Export Activity: Analysis Of Heterogeneity In Managers’ Orie Ntati Ons And Perceptions On Strate Gic Marketing Management In Foreign Markets. Journal Of Marketing Theory And Practice, 19(2), 187-204.
26. Navarro-García, A., Arenas-Gaitán, J., Rondán-Cataluña, F.J. (2014). External Environment and the Moderating Role Of Export Market Orientation. Journal Of Business Research, 67(5), 740-745.
27. Navarro, A., Losada, F, Ruzo, E., &Dı´Ez, J.A. (2010). Implications Of Perceived Competitive Advantages, Adaptation Of Marketing Tactics And Export Commitment On Export Performance. Journal of World Business, 45, 49-58.
28. Pla-Barber, J., &Alegre, J. (2007). Analysing the Link between Export Intensity, Innovation And Firm Size In A Science-Based Industry. International Business Review, 16, 275-293.
29. Powers, T.L., Loyka, T.T. (2010). Adaptation of Marketing Mix Elements in International Markets. Journal of Global Marketing, 23(1), 65-79.
30. Uner, M.M., Kocak, Akin., Cavusgil, E., Cavusgil, S.T. (2013). Do Barriers To Export Vary For Born Globals And Across Stages Of Internationalization? An Empirical Inquiry in the Emerging Market Of Turkey. International Business Review, 22(5), 800-813.
31. Shoham, A. (1999). Bounded Rationality, Planning, Standardization Of International Strategy, And Export Performance: A Structural Model Examination. Journal of International Marketing, 7(2), 24–50.
32. Sousa, C.M.P., &Lengler, J. (2009). Psychic Distance, Marketing Strategy and Performance in Export Ventures of Brazilian Firms, 25(5-6), 591-610.
33. Sousa, C.M.P., Ruzo, E., &Losada, F. (2010). The Key Role of Managers’ Values in Exporting: Influence on Customer Responsiveness and Export Performance. Journal of International Marketing, 18(2), 1-19.
34. Usman, M.Ullah, I., Kayani, M.B., Haroon, F., &Khan, M.A. (2012). The Impact of Marketing Mix and Market Orientation on Export Performance. Journal of Economics and Behavioral Studies, 4(1), 66-71.
35. Zou, S., & Cavusgil, S.T. (1994). Marketing Strategy Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures. Journal of Marketing, 58, 1-21.
Journal of Strategic Management Studies
Volume 6, Issue 22
September 2015
Pages 219-237

Files

History

  • Receive Date: 31 October 2014
  • Revise Date: 12 July 2019
  • Accept Date: 06 March 2015

Share

How to cite

Statistics