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تأثیر بازارگرایی و تجربه بینالمللی بر عملکرد صادرات با نقش میانجی استراتژی بازاریابی بینالمللی | ||
نشریه علمی پژوهشی مدیریت کسب و کارهای بین المللی | ||
مقاله 2، دوره 2، شماره 1 - شماره پیاپی 4، خرداد 1398، صفحه 23-44 اصل مقاله (734.82 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22034/jiba.2019.9068 | ||
نویسندگان | ||
محمد فاریابی* 1؛ صمد رحیمی اقدم2؛ محمدرضا کوششی3؛ علیرضا پور آقابالایی4 | ||
1گروه مدیریت، دانشکده اقتصاد و مدیریت دانشگاه تبریز، تبریز | ||
2استادیار گروه مدیریت دانشکده اقتصاد، مدیریت و بازرگانی دانشگاه تبریز | ||
3گروه مدیریت، دانشگاه آزاد اسلامی تبریز، ایران | ||
4اتاق بازرگانی | ||
چکیده | ||
پویایی در محیطهای کسبوکار که به دلیل بـروز عواملی چون رشد یا سقوط اقتصادی، فزونـی و شـدت رقابـت، جهانیسازی، ادغـامهـا و ترکیبها و نوآوریهای تکنولوژیکی به وجود آمده اسـت قابلیت مدیران ردهبالا را در درک بهموقع و پاسخ صحیح بـه این تغییرات به چالش کشیده است. در بازارهای بهشدت رقابتی جهانی، شناخت نیاز مشتریان و متمایز ساختن خودشان از رقبا بیشازپیش اهمیت حیاتی پیدا کرده است. هدف از این پژوهش بررسی تأثیر تجربه بینالمللی و بازارگرایی بر عملکرد صادرات با نقش میانجی استراتژی بازاریابی بینالمللی است در مدل طراحیشده به شناسایی متغیرهای تأثیرگذار بر استراتژیهای بازاریابی بینالمللی و عملکرد صادرات پرداختهشده است. نتایج بهدستآمده از تجزیهوتحلیل دادههای میدانی، بین گروههای مختلف کارشناسان و مدیران شرکتهای فعال در امر صادرات استان آذربایجان شرقی با استفاده از مدل ساختاری، بیانگر تأثیر مثبت بازارگرایی و تجربههای بینالمللی بر استراتژی بازاریابی بینالمللی بهعنوان متغیر میانجی و همچنین تأثیر مثبت و معنیدار استراتژی بازاریابی بینالمللی بر عملکرد صادرات گردیده است. | ||
کلیدواژهها | ||
بازارگرایی؛ تجربه بین المللی؛ استراتژی بازاریابی بین المللی؛ صادرات | ||
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