تاثیر بازاریابی بین المللی بر بهبود عملکرد صادراتی شرکت های صادر کننده ( مطالعه موردی: شرکت‌های صادرکننده قطعات خودرو) Journal Article

مدیریت کسب و کار بهار 1400 - شماره 49 ، B (Azad University (‎20 page(s) - From 127 to 146 )

Keywords: عملکرد صادراتی ارتباط اندازه شرکت ابهام محیطی جهت‌‌گیری مشتری تعهد رفتاری مدت ارتباط Environmental ambiguity Communication duration Behavioral Commitment Communication export performance Customer Orientation Firm Size بهبود عملکرد صادراتی بازار بازاریابی ارتباطات مشتری بازاریابی بین‌المللی

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Abstract:

The effect of international marketing on improving export performance of exporting companies (case study: exporting companies).An improving export performance is one of the methods that ensure continued growth and survival in international markets. The aim of this study is effect of the international marketing on the consumer orientation and improving the export performance of exporting companies. The statistical population of managers, deputies, administrators and experts of the exporting companies were in Tehran city, 168 of whom participated in a random sampling method in the study.. The study methodology is descriptive-survey. The measures of study are customer orientation, behavioral commitment, communication, export performance (profit, payment and complaint), firm size, environmental ambiguity and communication duration. The reliability, face, content and construct validity are evaluated using Cronbach’s alpha and confirmatory factor analysis. The results showed acceptable validity and reliability. For data analysis, path analysis with LIsrel software is used. The effect of customer orientation on behavioral commitment ,communication was positive and significant. The effect of communication on behavioral commitment and export performance (profit, payment, complaint) was positive and significant. The behavioral commitment and behavioral commitment had positive and significant mediating role in customer orientation and improvement of export performance (profit, payment and complaint)..

Machine summary:

نتايج نشان داد که ارتباط بر تعهد رفتاري و بهبود عملکرد صادراتي تأثير مثبت و معناداري دارد اين يافته با نتايج پژوهش هاي آقايي طهنه (١٣٩٨)، محمد جعفري و خداياري(١٣٩٧) و آلترن و تودوران (٢٠١٦) مطابقت دارند. Antecedents of export performance: the case of an emerging market. Enhancing export performance: Betting on customer orientation, behavioral commitment, International Business Review. Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to- business export ventures”. The role of inter-firm dispersion of international marketing capabilities in marketing strategy and business outcomes, Journal of Business Research, 105, Pages 214-226. Examining the relationship between market orientation and export performance: The moderating role of competitive intensity. Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence”. Export performance of emerging market firms. 145 يادداشت ها: 1 Martin & et al 2 Export performance 3 International markets 4Adu-Gyamfi, & Korneliussen 5 Cavusgil & Zou 6 Behavioral commitment 7 Kim & Frazier 8 Alteren & Tudoran 9 Coote & et al 10 Leonidou & et al 11 Nes 12 LaBahn & Harich 13 Gatignon & Xuereb 14 Navarro & et al 15 Singh 16 Barney 17 Matanda & Freeman 18 Nobel 19 Brady & Cronin 20 Deshpandé & et al 21 Meyer & Allen 22 Jacobs 23 Korkmaz & et al 24 Luxton & et al 25 Shimp 26Kaleka & Berthon 27 Gregory & et al 28 Auh & Menguc 29 Haltiwanger & et al 30 Philips 31 Martin & Javalgi 146

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