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واکاوی نقش پاسخگویی به بازار بر عملکردصادراتی با نقش میانجی مزیت رقابتی در میان شرکتهای کوچک و متوسط | ||
نشریه علمی پژوهشی مدیریت کسب و کارهای بین المللی | ||
مقاله 3، دوره 5، شماره 2 - شماره پیاپی 18، تیر 1401، صفحه 43-70 اصل مقاله (1.14 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22034/jiba.2022.49250.1815 | ||
نویسندگان | ||
حسین رحیمی کلور* 1؛ وحیده ابراهیمی خراجو2 | ||
1دانشیار گروه مدیریت بازرگانی، دانشگاه محقق اردبیلی، دانشکده علوم اجتماعی، اردبیل، ایران | ||
2دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران | ||
چکیده | ||
با افزایش شدت رقابت و نیازهای در حال تغییر مداوم مشتری، در بازارهای بین المللی، پاسخگویی به تغییرات محیطی به یک عامل موفقیت حیاتی تبدیل شده است. فلذا شرکتهای کوچک و متوسط صادرکننده، باید چشم انداز بسیار پویایی را جهت پاسخگوییبه نیازهای بازار و رقابت شدید مدیریت کنند. ازاینرو، این شرکتها نیاز به توسعه مهارتهای بازاریابی منحصر به فرد برای عملکردصادراتی برتر دارند. هدف از مطالعه حاضر، بررسی نقش پاسخگوییبهبازار بر عملکردصادراتی با نقش میانجی مزیت رقابتی و تعدیلگری مهارتهای بازاریابی است. جامعه آماری این تحقیق، شرکتهای صادراتی کوچک و متوسط است. تعداد اعضای جامعه براساس پایگاه اطلاع رسانی شرکت های کوچک و متوسط 340 شرکت بود که با استفاده از فرمول کوکران و روش نمونه گیری در دسترس تعداد نمونه 150 نفر برآورد گردیده و پرسشنامهها تکمیل شد. برای گردآوری دادهها از پرسشنامه استاندارد «بومیسازی شده» برگرفته از تحقیقات خان و خان (2021) و بوسو و همکاران (2019) متشکل از 28 سوال استفاده شد. پرسشنامهها از لحاظ روایی و پایایی مورد تأیید قرار گرفت. دادهها با استفاده از نرمافزار spss و روش حداقل مربعات جزئی و نرمافزار اسمارت پی.ال.اس. تجزیهوتحلیل شدند. بررسی نتایج این تحقیق نشان داد که پاسخگویی به بازار با ضریب 328/2، مزیت رقابتی با ضریب 394/2، مهارتهای بازاریابی با ضریب 610/4 بر عملکرد صادرات تأثیر مثبت و معنیداری دارند؛ و نتایج نشاندهنده نقش میانجی مزیت رقابتی با ضریب 357/2 در تأثیر پاسخگویی به بازار و عملکرد صادراتی میباشد؛ همچنین مهارتهای بازاریابی با ضریب 197/1 نقش تعدیلکننده در رابطه بین پاسخگویی به بازار و عملکرد صادراتی ندارد. | ||
کلیدواژهها | ||
پاسخگوییبهبازار؛ مزیترقابتی؛ مهارتهای بازاریابی؛ عملکردصادراتی | ||
مراجع | ||
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