بازاریابی صادراتی بر عملکرد صادراتی شرکتهای کوچک و متوسط با میانجی-گری اجرای اثربخش استراتژیهای بازاریابی صادراتی | ||
| نشریه علمی راهبردهای بازرگانی | ||
| مقاله 7، دوره 17، شماره 15، شهریور 1399، صفحه 115-136 اصل مقاله (706.39 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22070/cs.2020.3195 | ||
| نویسندگان | ||
| حسین رضایی دولت آبادی* 1؛ اکرم علی خاصی2 | ||
| 1استادیار و عضو هیئت علمی گروه مدیریت بازرگانی، دانشگاه اصفهان، ایران | ||
| 2دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه شهید اشرفی اصفهانی، ایران | ||
| چکیده | ||
| ملکرد صادراتی موضوع بسیار مهمی برای مدیران بازرگانی، بهویژه مدیران شرکتهای صادراتی است. یکی از دلایل اصلی این درجه از اهمیت، پیامدهای مثبت زیادی است که عملکرد بالای صادراتی برای سازمانها خواهد داشت. هدف از این پژوهش ارزیابی متغیرهای مؤثر بر عملکرد صادراتی است. در این مطالعه یک طرح پژوهشی مقطعی بر اساس روش پرسشنامه برای جمعآوری دادهها از نمونه 83 نفری مربوط به مدیران شرکتهای صادراتی منتخب اصفهان استفاده شده است. روایی محتوای پرسشنامهها با استفاده از نظر خبرگان و روایی سازه با استفاده از تحلیل عاملی تائید گردیده است. پایایی پرسشنامهها نیز از روش آلفای کرونباخ مورد تائید قرار گرفته شده است. برای آزمون فرضیههای پژوهش از روش مدلسازی معادلات ساختاری استفاده شده است. یافتههای این پژوهش نشان داد که تعهد صادراتی و تجربه صادراتی بر روی قابلیتهای بازاریابی صادراتی تأثیر معنادار مثبت دارند. قابلیتهای بازاریابی صادراتی بر روی اجرای اثربخش استراتژی تأثیر معنادار دارد. همچنین قابلیتهای بازاریابی صادراتی بر روی عملکرد صادراتی تأثیر معنادار دارد. اجرای اثربخش استراتژی روی عملکرد صادراتی تأثیر معنادار ندارد. بهعلاوه نتایج حاکی از این بود که رقابت ناکارآمد بهصورت معنادار روی عملکرد صادراتی تاثیرگذار میباشد. این مطالعه اولین پژوهشی است که تاثیر همزمان تجربهی صادراتی و تعهد صادراتی بر قابلیتهای بازاریابی صادراتی و اثر قابلیتهای بازاریابی صادراتی را بر روی اجرای اثربخش استراتژی و تأثیر اجرای اثربخش استراتژی را بر عملکرد صادراتی بررسی میکند و از این طریق به ادبیات مربوط به عملکرد صادراتی کمک میکند. | ||
| کلیدواژهها | ||
| اجرای استراتژی بازاریابی؛ بازاریابی بینالملل؛ قابلیتهای بازاریابی؛ عملکرد صادراتی | ||
| مراجع | ||
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