تأثیر قابلیت‌های بازاریابی بر عملکرد صادراتی با توجه به نقش مزیت رقابتی با استفاده از روش معادله های ساختاری (مورد مطالعه: شرکت‌های صادراتی صنایع غذایی در استان تهران)

نوع مقاله : پژوهشی

نویسندگان

گروه مهندسی صنایع، دانشکده‌ی فنی و مهندسی، دانشگاه سمنان، سمنان.

چکیده

امروزه صادرات به یک مقوله‌ی بسیار مهم در حوزه‌ی بازاریابی تبدیل شده است و لازم است عوامل مؤثر در ارتقاء صادرات شناسایی شوند. هدف پژوهش حاضر، بررسی تأثیر قابلیت‌های بازاریابی در عملکرد صادراتی با توجه به نقش مزیت رقابتی در شرکت‌های صنایع غذایی است. جامعه‌ی آماری، شرکت‌های صنایع غذایی در استان تهران و پاسخگویان به پرسش‌نامه‌، مدیران عامل و مدیران ارشد بخش‌های بازرگانی و صادرات شرکت‌های مذکور بوده‌اند. روایی پرسش‌نامه از طریق روایی محتوا و سازه و همچنین پایایی آن از طریق آزمون آلفای کرونباخ بررسی شده است. درنهایت، نتایج حاصل از تجزیه‌وتحلیل داده‌ها و آزمون فرضیه‌ها نشان داده‌اند که هوش بازار، قیمت‌گذاری، ارتباط‌های بازاریابی، توزیع، و نوآوری در مزیت رقابتی مؤثرند. همچنین نتایج نشان می‌دهند مزیت رقابتی، مؤلفه‌ای تأثیرگذار در تعیین عملکرد صادراتی شرکت‌های صنایع غذایی است. با توجه به روابط بین متغیرهای پژوهش می‌توان برنامه‌ریزی بهتری جهت بهبود عملکرد صادراتی و کسب مزیت رقابتی داشت.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Impact of Marketing Capabilities on Export Performance by Considering the Role of Competitive Advantage Using the Structural Equations Method (Case Study: Food Export Companies in Tehran Province)

نویسندگان [English]

  • Taha Keshavarz
  • Mohammad Reza Amuzadeh
Department of Industrial Engineering, Semnan University, Semnan, Iran.
چکیده [English]

The purpose of this study is to investigate the impact of marketing capabilities on export performance by considering the role of competitive advantage in food industry export companies. The research is classified as applied from the point of view of purpose and descriptive from the point of view of method and nature. Most of the previous studies in the field of export performance have examined the relationship between capabilities and performance, but not much research has been done on marketing capabilities and their impact on competitive advantage. Another category that plays an important role in export performance and is closely related to marketing communications is distribution channels in foreign markets. Based on this, deciding on the method of transferring the goods to the place of purchase or consumption is one of the important decisions faced by managers of export companies; Because finding a suitable distribution channel in international markets is so complicated. In this study, the statistical population is food industry export companies in Tehran province and the respondents to the questionnaire are CEOs and senior managers of the commercial and export departments of these companies. After collecting the questionnaires, the data is analyzed by SPSS, and SmartPLS softwares. The validity of the questionnaire has been examined through content and structure validity, as well as its reliability through Cronbach's alpha test and composite reliability. The results show that the questions have high reliability. In terms of structure validity, which was analyzed by SmartPLS software, it is determined that all the questions have good validity. Finally, the results of data analysis and hypothesis testing show that: marketing intelligence, pricing, marketing communications, distribution, and innovation have an impact on competitive advantage. Also, the results show that competitive advantage affects export performance. Meanwhile, the mediating role of competitive advantage in the relationship between the mentioned components and export performance is confirmed. According to the relationships between research variables, better planning can be done to improve export performance and gain a competitive advantage.

کلیدواژه‌ها [English]

  • Marketing capabilities
  • export performance
  • competitive advantage
  • structural equations
  • food industry export companies

مراجع

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