نقش بازار محوری در بهبود عملکرد برند در بازارهای بین المللی
محورهای موضوعی : مدیریت بازرگانیاحمد اسدزاده 1 , مینا آسیابان رضایی 2 , مهناز طاهونی 3
1 - عضو هیأت علمی (استادیار) گروه مدیریت و بازرگانی ،دانشگاه تبریز، تبریز،ایران
2 - کارشناس ارشد مدیریت بازرگانی گرایش بازرگانی بین الملل، مدرس دانشگاه پیام نورز
3 - کارشناس ارشد مدیریت بازرگانی گرایش بازرگانی بین الملل، مدرس دانشگاه پیام نور
کلید واژه: عملکرد برند, بازار محوری, برندسازی, جهت گیری برند, جایگاه یابی مجدد برند,
چکیده مقاله :
جهانی سازی و رقابت در بازارهای بین المللی، شرکت‌ها را با چالشی جدید رو به رو کرده است، به طوری که سازمان‌ها برای موفقیت در بازارهای بین المللی نیاز به درک ویژگی‌های بازارهای جهانی و مشتریان و همچنین سازگاری برندهای خود با فرهنگ‌های مختلف، برای دستیابی به مزیت رقابتی پایدار دارند. بر این اساس درک رابطه میان بازار محوری و عملکرد برند می‌تواند سازمان‌ها را در رسیدن به مزیت رقابتی و دستیابی به موفقیت‌های بیشتر یاری رساند. به همین منظور، در پژوهش حاضر به بررسی تاثیر مستقیم بازار محوری بر عملکرد بین المللی برند و همچنین تاثیر غیرمستقیم آن از طریق برند سازی بین المللی متشکل از دو عنصر جهت گیری برند و جایگاه یابی مجدد پرداخته می‌شود. این پژوهش در میان صد برند برتر ایران انجام گرفته و داده‌ها از طریق پرسشنامه جمع آوری گردیده است. در این تحقیق از روش تحلیل آماری، برآورد ضرایب همبستگی، رگرسیون چندگانه و تحلیل مسیر استفاده می شود. نتایج به دست، بیانگر رابطه معنی‌دار و تاثیر مستقیم و همچنین غیرمستقیم بازار محوری بر عملکرد برند است. تاثیر معنی دار متغیر تعدیل کننده برند سازی نیز به اثبات رسیده است.
Globalization and competitiveness in the international markets have urged companies to encounter new challenges. Now, it is necessary that organizations understand the characteristics of global markets and customers. They also need to adapt their brands to different cultures in order to achieve sustainable competitive advantage. On this basis, understanding the relationship between market orientation and brand performance helps achieve greater competitive advantage and success. The present paper investigates the direct effect of market orientation on international brand performance. It also studies the indirect effect on international branding through brand oriention and brand repositioning. To this end, the top 100 branded manufacturing companies in Iran have been surveyed. The results of the Spearman correlation, multiple regressions and path analysis indicate a significant and direct as well as indirect effect of market orientation on the brand performance. Also, the significant effect of international branding as the intermediate variable was confirmed.
Aaker, D. A., Joachimsthaler, E. (1999), "The lure of global branding". Harvard Business Review, 77(6), 137–144.
Chan,A. K. K.(1990), "Localization in international branding:A preliminary investigation on Chinese names of foreign brands in Hong Kong". International Journal of Advertising,9(1),81– 91.
Chaudhuri, A. and Holbrook, M.B. (2001), "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty", Journal of Marketing, Vol. 65 No. 2, pp. 81-93.
Craig, C. S., & Douglas, S. P. (2000), "Configural advantage in global markets". Journal of International Marketing, 8(1), 6 – 25.
Crowford, C. M.,(1985), A new positioning typology. Journal of product innovation management,2(4),243-253.
Czinkota, M.R., Ronkainen, I.A., Moffett, M.H. and Moynihan, E.O. (2001), Global Business, Harcourt, Inc., Orlando, FL
Divanry, A., Seyed Javadin, R., Nahavandian, M., & Aghazadeh, H. (2008). The Relationship between Market Orientation and Performance of Iranian Commercial Banks. Journal of Economic Research. 83, 17-40, (In Persian).
Doayi, H. A., & Bakhtiari, A. (2007). The Effect of Market-Oriented Culture on the Commercial Performance of Mashhad Automobile Component Companies. Quarterly Journal of Commerce Research. 52-83, (In Persian).
Douglas, S., & Wind, Y. (1987), "The myth of globalization". Columbia Journal of World Business, 22(4), 19– 29.
Dow, D.(2001), The adaptation of host market positioning strategies: Emprical evidence on Australian exporters. Jornal of international marketing,9(3),41-62.
Ganesh, J. and Oakenfull, G. (1999), "International product positioning: an illustration using perceptual mapping techniques", Journal of Global Marketing, Vol. 13 No. 2, pp. 85-111.
Gatignon, H. and Xuereb, J. (1997), "Strategic orientation of the firm and new product performance". Journal of Marketing Research, 34. 77-90.
Keller, Kevin. Lane.(1999),"Designinga nd implementinbgr andings trategie", The Journal of Brand Management ,Vol.6 NO.5,pp 251-258.
Kim, Y. (2003).” How will market orientation and environment and firm’scharacter influet performance”. Cross cultural management, 10(4).
Kohli, A. and Jaworski, B. (1990), "Market orientation: the construct, research propositions and managerial implications". Journal of Marketing, Vol. 54, pp. 1-18.
Merrilees, Bill, Thiele, - Sharyn Rundle & Lye, Ashley. (2011), "Marketing capabilities: Antecedents and implications for B2B SME performance". Industrial marketing management, p 368-375.
Momeni, M., & Qayumi Faal, A. (2010). Statistical Analysis Using Spss. New Book Publishing, (In Persian).
Mosmans, A. (1996), "Brand strategy: creating concepts that drive the business". The Journal of Brand Management, Vol. 3 No. 3, pp. 156-65.
Mosmans, A. and van der Vorst, R. (1998), "Brand based strategic management". The Journal of Brand Management, Vol.6 No.2, pp.99-110.
Ngo, Liem Viet., O’Cass, Aron. (2011), "The relationship between business orientations and brand performance: A cross-national perspective". www.emerald.com
O’Cass, Aron, Ngo, Liem Viet. (2007), "Market orientation versus innovative culture: two routes to superior brand performance”. European Journal of Marketing, Vol 41. No. 7/8. 868-887.
Panigyrakis, G, G. and Theodoridis, P, K. (2007), "Market orientation and performance: An empirical investigation in theretail industry in Greec". Journal of Retailing and Consumer Services,14.137–149
Reid, M. (2002), "Building strong brands through the management of integrated marketing communications", International Journal of Wine Marketing, Vol. 14 No. 3, pp. 37-52.
Rezaei Dolatabadi, H., & Khayef Elahi, A. (2006). A Model for Determining the Impact of Market-Orientedness on the Business Performance Based on Marketing Capabilities in the Chemical Industry. Quarterly journal of humanities, 10, (In Persian).
Slater, S, F. and Narver, J, C. (1990), "The effect of a market orientation on business profitability". Journal of Marketing, 54(4). 20−35
Sanobar, N., & Khatami, M. (2010). Investigating the Relationship between Strategic Orientation and Brand Management in Organization. Master's Thesis, Tabriz: Tabriz University, (In Persian).
Tse, D. K., & Gorn, G. J. (1993), "An experiment on the salience of countryof-origin in the era of global brands". Journal of International Marketing,1(1), 57–76.
Urde, M. (1994), "Brand orientation: a strategy for survival", Journal of Consumer Marketing, Vol. 11 No. 3, pp. 18-32.
Urde, M. (1999), "Brand orientation: a mindset for building brands into strategic resources", Journal of Marketing Management, Vol. 15 Nos 1-3, pp. 117-33.
Urde, Mats, Baumgarth, Carsten, Merrilees, Bill. (2011), "Brand orientation and market orientation - From alternatives to synergy". Journal of business research, p, 8.
Wong, H.Y. and Merrilees, B. (2005), "A brand orientation typology for SMEs: a case research approach". Journal of Product & Brand Management, Vol. 14 No. 3, pp. 155-62.
Wong, H.Y. and Merrilees, B. (2006), "Determinants of SME brand adaptation in global marketing". International Journal of Entrepreneurship and Small Business, Vol. 3 Nos 3/4, pp. 477-97.
Wong, H.Y. and Merrilees, B. (2008)," Multiple roles for branding in international marketing" International Marketing Review,Vol. 24 No. 4, pp. 384-408.
_||_Aaker, D. A., Joachimsthaler, E. (1999), "The lure of global branding". Harvard Business Review, 77(6), 137–144.
Chan,A. K. K.(1990), "Localization in international branding:A preliminary investigation on Chinese names of foreign brands in Hong Kong". International Journal of Advertising,9(1),81– 91.
Chaudhuri, A. and Holbrook, M.B. (2001), "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty", Journal of Marketing, Vol. 65 No. 2, pp. 81-93.
Craig, C. S., & Douglas, S. P. (2000), "Configural advantage in global markets". Journal of International Marketing, 8(1), 6 – 25.
Crowford, C. M.,(1985), A new positioning typology. Journal of product innovation management,2(4),243-253.
Czinkota, M.R., Ronkainen, I.A., Moffett, M.H. and Moynihan, E.O. (2001), Global Business, Harcourt, Inc., Orlando, FL
Divanry, A., Seyed Javadin, R., Nahavandian, M., & Aghazadeh, H. (2008). The Relationship between Market Orientation and Performance of Iranian Commercial Banks. Journal of Economic Research. 83, 17-40, (In Persian).
Doayi, H. A., & Bakhtiari, A. (2007). The Effect of Market-Oriented Culture on the Commercial Performance of Mashhad Automobile Component Companies. Quarterly Journal of Commerce Research. 52-83, (In Persian).
Douglas, S., & Wind, Y. (1987), "The myth of globalization". Columbia Journal of World Business, 22(4), 19– 29.
Dow, D.(2001), The adaptation of host market positioning strategies: Emprical evidence on Australian exporters. Jornal of international marketing,9(3),41-62.
Ganesh, J. and Oakenfull, G. (1999), "International product positioning: an illustration using perceptual mapping techniques", Journal of Global Marketing, Vol. 13 No. 2, pp. 85-111.
Gatignon, H. and Xuereb, J. (1997), "Strategic orientation of the firm and new product performance". Journal of Marketing Research, 34. 77-90.
Keller, Kevin. Lane.(1999),"Designinga nd implementinbgr andings trategie", The Journal of Brand Management ,Vol.6 NO.5,pp 251-258.
Kim, Y. (2003).” How will market orientation and environment and firm’scharacter influet performance”. Cross cultural management, 10(4).
Kohli, A. and Jaworski, B. (1990), "Market orientation: the construct, research propositions and managerial implications". Journal of Marketing, Vol. 54, pp. 1-18.
Merrilees, Bill, Thiele, - Sharyn Rundle & Lye, Ashley. (2011), "Marketing capabilities: Antecedents and implications for B2B SME performance". Industrial marketing management, p 368-375.
Momeni, M., & Qayumi Faal, A. (2010). Statistical Analysis Using Spss. New Book Publishing, (In Persian).
Mosmans, A. (1996), "Brand strategy: creating concepts that drive the business". The Journal of Brand Management, Vol. 3 No. 3, pp. 156-65.
Mosmans, A. and van der Vorst, R. (1998), "Brand based strategic management". The Journal of Brand Management, Vol.6 No.2, pp.99-110.
Ngo, Liem Viet., O’Cass, Aron. (2011), "The relationship between business orientations and brand performance: A cross-national perspective". www.emerald.com
O’Cass, Aron, Ngo, Liem Viet. (2007), "Market orientation versus innovative culture: two routes to superior brand performance”. European Journal of Marketing, Vol 41. No. 7/8. 868-887.
Panigyrakis, G, G. and Theodoridis, P, K. (2007), "Market orientation and performance: An empirical investigation in theretail industry in Greec". Journal of Retailing and Consumer Services,14.137–149
Reid, M. (2002), "Building strong brands through the management of integrated marketing communications", International Journal of Wine Marketing, Vol. 14 No. 3, pp. 37-52.
Rezaei Dolatabadi, H., & Khayef Elahi, A. (2006). A Model for Determining the Impact of Market-Orientedness on the Business Performance Based on Marketing Capabilities in the Chemical Industry. Quarterly journal of humanities, 10, (In Persian).
Slater, S, F. and Narver, J, C. (1990), "The effect of a market orientation on business profitability". Journal of Marketing, 54(4). 20−35
Sanobar, N., & Khatami, M. (2010). Investigating the Relationship between Strategic Orientation and Brand Management in Organization. Master's Thesis, Tabriz: Tabriz University, (In Persian).
Tse, D. K., & Gorn, G. J. (1993), "An experiment on the salience of countryof-origin in the era of global brands". Journal of International Marketing,1(1), 57–76.
Urde, M. (1994), "Brand orientation: a strategy for survival", Journal of Consumer Marketing, Vol. 11 No. 3, pp. 18-32.
Urde, M. (1999), "Brand orientation: a mindset for building brands into strategic resources", Journal of Marketing Management, Vol. 15 Nos 1-3, pp. 117-33.
Urde, Mats, Baumgarth, Carsten, Merrilees, Bill. (2011), "Brand orientation and market orientation - From alternatives to synergy". Journal of business research, p, 8.
Wong, H.Y. and Merrilees, B. (2005), "A brand orientation typology for SMEs: a case research approach". Journal of Product & Brand Management, Vol. 14 No. 3, pp. 155-62.
Wong, H.Y. and Merrilees, B. (2006), "Determinants of SME brand adaptation in global marketing". International Journal of Entrepreneurship and Small Business, Vol. 3 Nos 3/4, pp. 477-97.
Wong, H.Y. and Merrilees, B. (2008)," Multiple roles for branding in international marketing" International Marketing Review,Vol. 24 No. 4, pp. 384-408.