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]

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. 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. 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. 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. 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

مراجع

  1. Abrishami, M. (2004). Recognition of Iranian saffron (Book), Toos Publisher, Mashhad. (in persian)
  2. Acikdilli, G., Mintu-Wimsatt, A., Kara, A., & Spillan, J. E. (2020). Export market orientation, marketing capabilities and export performance of SMEs in an emerging market: A resource-based approach. Journal of Marketing Theory and Practice, 28(3), 1-‏
  3. Alavizadeh, A., Mirlatifi, M. & Safarpour, N. (2013). Assessing Spatial Emissions and Factors Affecting International Saffron Marketing in Afghanistan. Journal of Rural Research and Planning, 2(1), 97-113. (in persian)
  4. Azad, N. & Tavasoli, M. (2021). The Impact of International Marketing on Improving the Export Performance of Exporting Companies (Case Study: Automotive Exporting Companies). Journal of Business Management, 13(1), 127-146. (in persian)
  5. Brouthers, L.E. and Nakos, G. (2005), The role of systematic international market selection on small firm’s export, Journal of Small Business Management, 43(4),363-381.
  6. Bıçakcıoğlu, N., Theoharakis, V., & Tanyeri, M. (2019). Green business strategy and export performance: An examination of boundary conditions from an emerging economy. International Marketing Review, 37(1),56-75.
  7. Cadogan, J., Cui, C. & Li, E. (2003). Export marketoriented behavior and export performance: The moderating roles of competitive intensity and technological turbulence. International Marketing Review, 20(5), 493-513.
  8. Cadogan, J.W., Kuivalainen, O., & Sundqvist, S. (2009), Export market-oriented behavior and export performance: quadratic and moderating effects under differing degrees of market dynamism and internationalization, Journal of International Marketing, 17(4), 71-89.
  9. Cadogan, J. W., Sundqvist, S., Puumalainen, K., & Salminen, R. T. (2012). Strategic flexibilities and export performance: The moderating roles of export market‐oriented behavior and the export environment. European Journal of Marketing, 46(10), 1418-1452.
  10. Calantone, R. J., Kim, D., Schmidt, J. B., & Cavusgil, S. T. (2006). The influence of internal and external firm factors on international product adaptation strategy and export performance: a three-country comparison. Journal of Business Research, 59(2), 176-185.‏
  11. Cavusgil, S. T., & Zou, S. (1994). Marketing strategy-performance relationship: an investigation of the empirical link in export market ventures. Journal of marketing, 58(1), 1-21.‏
  12. Chao, M.C.-H., & Kumar, V. (2010). The impact of institutional distance on the international diversity-performance relationship, Journal of World Business, 45(1), 93-103.
  13. Cos, P., Colom, A., & Cabasés, A. (2019). Geographic export diversification: Determinants and their link with export performance. Thunderbird International Business Review, 61(2), 397-411.‏
  14. Darziyan Azizi, A., Rahimi, F. & Mousavi, M. (2015). Review of export performance measurement indicators, Journal of Business Reviews, 13(3), 44-59. (in persian)
  15. Dhanaraj, C., & Beamish, P. W. (2003). A resource‐based approach to the study of export performance. Journal of small business management, 41(3), 242-261.‏
  16. Edeh, J. N., Obodoechi, D. N., & Ramos-Hidalgo, E. (2020). Effects of innovation strategies on export performance: New empirical evidence from developing market firms. Technological Forecasting and Social Change, 158, 120167.‏
  17. Goudarzi, M., Rivandi, H., & Seyrisabet., S. (2021). The moderating role of the external environment in the causal relationship of production strategy and export performance of the base metals industry. Applied studies in management and development sciences, 6(2), 47-56.(in persian)
  18. Hasaballah, A. H. A., Genc, O. F., Mohamad, O. B., & Ahmed, Z. U. (2019). How do relational variables affect export performance? Evidence from Malaysian exporters. Asia Pacific Journal of Marketing and Logistics, 31(1), 128-156.
  19. Hashemniya, S. & Yousefi, M. (2021). Investigating the factors affecting the development of international marketing strategy among successful exporters. New research approaches in management and accounting, 5(3), 1-19. (in persian)
  20. Hendizadeh, H., Karbasi, A. & Mohammadzadeh, S. (2018). Investigating the components affecting the value of saffron exports in selected countries. Eleventh Biennial Conference on Agricultural Economics in Iran, 11(3), 1-18. (in persian)
  21. Holzmüller, H. H., & Stöttinger, B. (1996). Structural modeling of success factors in exporting: cross-validation and further development of an export performance model. Journal of International Marketing, 4(2), 29-55.‏
  22. Jafari, D., & Amini, M. (2021). The effect of credit insurance on credit risk management in small and medium enterprises. Journal of Judicial Law Perspectives, 95(3), 199-222. (in persian)
  23. Julien, P. A., & Ramangalahy, C. (2003). Competitive strategy and performance of exporting SMEs: An empirical investigation of the impact of their export information search and competencies. Entrepreneurship Theory and Practice, 27(3), 227-245.‏
  24. Kanibir, H., Saydan, R., & Nart, S. (2014). Determining the antecedents of marketing competencies of SMEs for international market performance. Procedia-Social and Behavioral Sciences, 150, 12-23.‏
  25. Katsikeas, C.S., Leonidou, L.C. and Morgan, N.A. (2000). Firm-level export performance assessment: review, evaluation and development, Journal of the Academy of Marketing Science, 28(4), 493–511.
  26. Koh, A. C. (1991). Relationships among organisational characteristics, marketing strategy and export performance. International marketing review, 8(3), 46-60.
  27. Lages, L. F., & Montgomery, D. B. (2004). Export performance as an antecedent of export commitment and marketing strategy adaptation: Evidence from small and medium‐sized exporters. European Journal of Marketing, 38(9/10), 1186-1214.‏
  28. Lages, L. F., Silva, G., & Styles, C. (2009). Relationship capabilities, quality, and innovation as determinants of export performance. Journal of international Marketing, 17(4), 47-70.‏
  29. 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.‏
  30. Madsen, T.K. (1989), Successful export marketing management: some empirical evidence, International Marketing Review, 6(4), 41-57.
  31. Mahdavisabet, Z., Abdolvand, M., Heydarzadeh, K. & Khoonsiyavah,M. (2021). Explaining the export performance model of Iranian petroleum products. Journal of Marketing Management (Azad University, Sience and Reasearch Branch), 16(4), 1-20. (in persian)
  32. Mittelstaedt, J.D., Harben, G.N., & Ward, W.A. (2003). How small is too small? Firm size as a barrier to exporting from the United States. Journal of Small Business Management, 41(1), 68–84.
  33. Mosallapour, H., & Tahan, M. (2019). Investigating the obstacles and problems of saffron and barberry export and providing solutions to increase it (Case study: South Khorasan province). Journal of Saffron Research, 7(1), 83-97. (in persian)
  34. Papadopoulos, N., & Martín, O. M. (2010). Toward a model of the relationship between internationalization and export performance. International Business Review, 19(4), 388-406.‏
  35. Racela, O. C., Chaikittisilpa, C., & Thoumrungroje, A. (2007). Market orientation, international business relationships and perceived export performance. International Marketing Review, 24(2), 144-163.
  36. Ruzo, E., Losada, F., Navarro, A., & Díez, J. A. (2011). Resources and international marketing strategy in export firms: Implications for export performance. Management Research Review, 34(5), 496-518.
  37. Ryans, J. K., Griffith, D. A., & White, D. S. (2003). Standardization/adaptation of international marketing strategy: Necessary conditions for the advancement of knowledge. International Marketing Review, 20(6), 588-603.
  38. Safari, A., & Saleh, A. S. (2020). Key determinants of SMEs’ export performance: a resource-based view and contingency theory approach using potential mediators. Journal of Business & Industrial Marketing, 35(4), 635-654.
  39. Sarvari, R. & Rezvani, M. (2021). Trend of internationalization and export performance: A study of the mediating effects of export knowledge and dynamic environmental modulators. Journal of Entrepreneurship Development, 14(3), 465-484. (in persian)
  40. Shahroodi, K. & Heydari, M. (2021). The role of inter-firm international marketing capabilities in marketing strategy and business outcomes. Knowledge-based business management, 2(2), 127-138. (in persian)
  41. Shavazi, E. T., Moshabaki, A., Hosseini, S. H. K., & Kordnaeij, A. (2015). Designing export performance model based on organizational orientations. Iranian Journal of Management Studies, 8(2), 265.‏
  42. Soares, A.M., Farhangmehr, M. and Shoham, A. (2003). To standardise or not standardise international marketing: is it still a question?. NEGE Working papers, 19 (3), 236-258.
  43. Stoian, M. C., Rialp, A., & Rialp, J. (2012). International marketing strategy and export performance in Spanish SMEs: a contingency approach. International Journal of Entrepreneurship and Small Business, 15(2), 213-236.‏
  44. Styles, C., Patterson, P. G., & Ahmed, F. (2008). A relational model of export performance. Journal of international business studies, 39(5), 880-900.‏
  45. Tan, Q., & Sousa, C. M. (2015). Leveraging marketing capabilities into competitive advantage and export performance. International marketing review, 32(1), 78-102.
  46. Theodosiou, M. and Leonidou, L.C. (2003). Standardisation versus adaptation of international marketing strategy: an integrative assessment of the empirical research. International Business Review, 12(2), 141–171.
  47. Villena Manzanares, F. (2019). Export performance of SMEs: an empirical analysis of the mediating role of corporate image. Journal of Small Business Management, 57(2), 386-399.‏
  48. Zou, S., Andrus, D.M. and Norvell, D.W. (1997). Standardisation of international marketing strategy by firms from a developing country. International Marketing Review, 14(2), 107–123.

 

 

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

فایل ها

سابقه مقاله

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

اشتراک گذاری

ارجاع به این مقاله

آمار