تأثیر بازارگرایی بر عملکرد صادرات با نقش میانجی اثربخشی و قابلیت‌های بازاریابی (مطالعه موردی: شرکت‌های صادراتی شهر اهواز)
الموضوعات : مدیریت بازاریابیعاطفه باقری کهیش 1 , قاسم بخشنده 2
1 - کارشناس ارشد مدیریت بازرگانی، واحد اهواز، دانشگاه آزاد اسلامی، اهواز، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد اهواز، دانشگاه آزاد اسلامی، اهواز، ایران
الکلمات المفتاحية: اثربخشی بازاریابی, قابلیت‌های بازاریابی, بازارگرایی صادرات, عملکرد صادرات,
ملخص المقالة :
پژوهش حاضر با هدف بررسی تأثیر بازارگرایی صادرات بر عملکرد صادرات با نقش میانجی اثربخشی بازاریابی و قابلیت‌های بازاریابی انجام شد. این پژوهش از نظر نوع علی، از نظر هدف کاربردی، از نظر زمان مقطعی و از نظر نحوه گردآوری داده‌ها توصیفی-پیمایشی می‌باشد. ابزار گردآوری داده‌ها پرسش‌نامه‌ای با 47 سؤال با مقیاس لیکرت 5 گزینه‌ای بود. جامعه آماری این پژوهش مدیران و سرپرستان بخش‌های مرتبط با صادرات شرکت‌های صادراتی شهر اهواز می‌باشد. با توجه به اینکه سطح تحلیل این پژوهش شرکت‌ها بود، پرسش‌نامه به صورت سرشماری بین شرکت‌ها توزیع شد و تعداد 85 پرسش‌نامه از 30 شرکت جمع‌آوری شد. داده‌های به دست آمده با استفاده از نرم‌افزارهای SPSS و Smart-PLS مورد تجزیه و تحلیل قرار گرفتند. یافته‌ها نشان داد بازارگرایی صادرات بر اثربخشی بازاریابی و قابلیت‌های بازاریابی تأثیر مثبت و معناداری دارد؛ قابلیت‌های بازاریابی و اثربخشی بازاریابی نیز تأثیر مثبت و معناداری بر عملکرد صادرات داشتند، اما تأثیر بازارگرایی صادرات بر عملکرد صادرات معنادار نبود. علاوه بر این، یافته‌های حاصل از آزمون فرضیه‌های میانجی به روش آزمون سوبل نیز نشان‌دهنده نقش میانجی قابلیت‌های بازاریابی و اثربخشی بازاریابی در تأثیر بازارگرایی صادرات بر عملکرد صادرات می‌باشد.
تاری، غ. و عبدلی، م. (1399). "اثر بازارگرایی صادرات و جهت‌گیری راهبردی بر عملکرد صادراتی از طریق قابلیت پویای مدیریت دانش"، مجله مدیریت بازاریابی، دوره 15، شماره 49.
حاجی‌پور، ب.، جعفری‌زاده، ف. و رحیمی، ف.ا. (1394). "تأثیر جهت‌گیری راهبردی و قابلیت‌های بازاریابی بر عملکرد صادراتی"، چشم‌انداز مدیریت بازرگانی، شماره 22، صص. 87-105.
خیری، ب. و روشنی، ع. (1392). "بررسی نقش میانجی گرانه قابلیت‌های بازایابی در رابطه بین جهت‌گیری‌های استراتژیک و عملکرد سازمان: مطالعه موردی در بانک ملی ایران"، فصلنامه مدیریت، دوره 10، شماره 29، صص. 97-113.
رحیم‌نیا، ف. و خاکزادان، م. (1394). "بررسی نقش تعدیل‌گری درجه بین‌المللی کردن و محیط صادراتی و میانجی‌گری تطابق آمیخنه بازاریابی و بازارگرایی صادرات بر روی عملکرد صادراتی"، دومین کنفرانس بین‌المللی پژوهش‌های نوین در مدیریت، اقتصاد و علوم انسانی، 2 اسفند 1394.
نوروزی، ح.، عبداله‌پور، س.، گنجعلی‌وند، س. و معصومی، غ. (1396). "تأثیر بازارگرایی صادرات بر افزایش صادرات با نقش میانجی اثربخشی بازاریابی: مطالعه موردی شرکت‌های صادراتی خشکبار"، مدیریت کسب‌وکارهای بین‌المللی، دوره 1، شماره 2، صص. 83-103
Abd Ghani, M., Othman, A., Ibrahim, N. & Wan Ismail, W. (2016). “Relationship marketing practices and effects on marketing effectiveness: an empirical insight from the hotel industry”, International review of management and marketing, Vol. 6(4), PP. 1026-1033.
Aggarwal, N. & Singh, R. (2004). “Market orientation in Indian organization: as empirical study”, Marketing intelligence & planning, Vol. 22, PP. 700-715.
Ahimbisibwe, G.M., Ntayi, J.M. & Ngoma, M. (2013). “Export market orientation, innovation and performance of fruit exporting firms in Uganda”, European scientifiv journal February, Vol. 9(4), PP. 295-313.
Akyol, A. & Akehurst, G. (2003). “An investigation of export performance variations related to corporate export market orientation”, European business review, Vol. 15, PP. 5-20.
Al-Aali, A., Lim, J.S., Khan, T. & Khurshid, M. (2013). “Marketing Capability and Export Performance: The Moderating Effect of Export Involvement”, South African Journal of Business Management, Vol. 44(3), PP. 59-70.
Assadinia, S., Kadile, V., Golgeci, I. & Boso, N. (2019). “The effect of learning orientation and marketing programme planning on export performance: the paradoxical moderating role of psychic distance”, International small business journal, Vol. 37(5), PP. 423-449.
Boso, N., Adeola, O., Danso, A. & Assadinia, Sh. (2017). “The effect of export marketing capabilitie on export performance: Moderating role of dysfunctional competition”, Industrial Marketing management. Vol 78, PP. 137-145.
Cadogan, J.W., Cui, C. & Li, Y. (2003). “Export market orientation behavior & export performance. The moderating roles of competitive intensity of technological turbulence”, International matketing review. Vol. 20(5), PP. 493-513.
Chung, H.F.L., Ding, Zh. & Ma, X. (2019). “Organisational learning and export performance of emerging market entrepreneurial firms: The roles of RBV mechanism and decision-making approach”, European journal of marketing, Vol. 53(2), PP. 257-278.
Chung, J.E., Yang, H. & Won, J.H. (2018). “Relationship between the capabilities and export performance of Korean clothing and textiles SMEs and moderating effects of export mode on these relationships”, Clothing and textiles research journal, Vol. 37(1), PP. 3-19.
Cortez, R.M. & Gohanston, W.J. (2018). “Needed B2B marketing capabilities: insights from the USA and emerging Latin America”, International business review, Vol. 27, PP. 594-609.
Dodd, C. (2005). “Export market orientation and performance. An analysis of Australian exporters”, Australia and New Zealand Marketing Academy Conference (ANZMAC) 2005. PP. 28-34.
Ghorbani, H., Dalvi, M.R. & Hirmanpour, I. (2014). “Studying the effect of market orientation on marketing effectiveness, case study: Hotels in Isfahan province”, International journal of academic reaserach in business and social sciences, Vol. 4(1), PP. 570-579.
He, X., Brouthers, K. D. & Igor, F. (2018). “Market orientation and export performance: the moderation of channel and institutional distance”, International marketing review, Vol. 35(2), PP. 258-279.
Hooley, G., Cox, T., Fahy, J., Shipley, D., Beracs, J., Fonfara, K. & Snoj, B. (2000). “Market orintatin in the transitition economies of central Europe: tests of the Narver and Slater Market orientation scales”, Journal of business reaserach, Vol. 50, PP. 273-285.
Hasablallah, A.H.A., Genc, O.F., Mohamad, O.B. & Ahmed, Z.U. (2019). “How do relational variables affect export performance? Evidence from Malaysian exporters”, Asia pacific journal of marketing and logistics, Vol. 31(1), PP. 128-156.
Imiru, G.A. (2018). “The mediating role of marketing strategy in the effect of antecedents on export performance of leather an textile exporting companies in Ethiopia”, Global journal of management and business research, Vol. 18(2). PP. 27-42.
Imran, M., Aziz, A., Abdul Hamid, S., Shabbir, M., Salman, R. & Jian, Zh. (2018). “The mediating role of total quality management between entrepreneurial orientation and SMEs export performance”, Management Science Letters, Vol. 8(6), PP. 519-532.
Joensuu-Salo, S., Sorama, K., Viljamaa, A. & Varamaki, E. (2018). “Firm performance among internationalized SMEs: The interplay of market orientation, marketing capabilities and digitalization”, Administrative sciences, Vol. 8(3), PP. 1-13.
Kaleka, A. & Morgan, N.A. (2019). “How marketing capabilities and current performance drive strategic intention in international markets”, Industrial marketing management, Vol.78, PP. 108-121.
Kaur, J., Chahal, H. & Gupta, M. (2019). “Re-investigating market orientation and environmental turbulence in marketing capabilities and business performance linkage: A structural approach”, Understanding the role of business analytics, PP. 145-168.
Kayabasi, A. & Mtetwa, T. (2016). “Impact of marketing effectiveness and capabilitie, and export market orientation on export performance: evidence from Turkey”, European business review, Vol. 28(5), PP .532-559.
Keh, H.T., Chu, S. & Xu, J. (2006). “Efficiency, effectiveness and productivity of marketining services”, European journal of operational research. Vol. 170(1), PP. 265-276.
Kue Na, Y., Kang, S. & Jeong, H.Y. (2019). “The effect of market orientation on performance of sharing economy business: focusing on marketing innovation and sustainable competitive advantage”, Sustainability journal, Vol. 11(3), PP. 1-19.
Lancaster, G. & Massingham, L. (2011). “Essentials of marketing management”, Routledge, London.
Madsen, T.K. & Moen, Q. (2018). “Managerial assessments of export performance: What do they reflect?”, International business review, Vol. 27(2), PP. 380-388.
Massao Oura, M., Zilber, S.N. & Lopes, E.L. (2016). “Innovation capacity, international experience and export performance of SMEs in Brazil”, International business review, Vol. 25, PP. 921-932.
Mavondo, F.T. (2005). “Environment and strategy as antecedents for marketing effectiveness and organizational performance”, Journal of strategic marketing, Vol. 7(4), PP. 237-250.
Milichovsky, F. & Simberova, I. (2015). “Marketing effectiveness: Metrics for effective strategic marketing”, Inzinerine ekonimika-engineering economics, Vol. 26, PP. 211-219.
Mohsenzadeh, M. & Ahmadian, S. (2016). “The mediating role of competitive strategies in the effect of form competencies and export performance”, Procedia economics and finance, Vol. 36, PP. 456-466.
Morgan, N., Feng, H. & Whitler, K. (2018). “Marketing capabilities in international marketing”, Journal of international marketing. Vol. 26(1). PP. 61-95.
Morgan, N.A., Vorhies. D.W. & Mason, C.H. (2009). “Market orientation, marketing capabilities, and firm performance”, Strategic management journal, Vol. 30(8), PP. 909-920.
Murray, J.Y., Yong GAO, G. & Kotabe, M. (2011). “Market orientation and performance and performance of export ventures: the process through marketing capabilities and competitive advantages”, Journal of the Acad. Mark. Sci, Vol. 39, PP. 252-269.
Navarro-Garcia, A., Arenas-Gaitan, J. & Rondan-Cataluna, F.J. (2014). “External environment and the moderating role of export market orientation”, Journal of business research. Vol. 67, PP. 740-745.
Nwokah, N.G. & Ondukwe ane E, F.E. (2009). “Competitive intelligence and marketing effectiveness in corporate organizations in Nigeria”, African journal of marketing management. Vol. 1, PP. 010-022.
Olabode, O.E, Adeola, O. & Assadinia, S. (2018) “The effect of export market-oriented culture on export performance: Evidence from a Sub-Saharan African economy”, International Marketing Review, Vol. 35(4). PP. 637-660.
Raheem Ahmed, R., Khoso, I., Arif, K.A. & Palwishah, R.I. (2014). “Competitive intelligence and marketing effectiveness of organizations: An investigation from Pakistan”, European scientific journal, Vol. 10(13), PP. 342-353.
Sanjeev, A., Krishn, E. & Chekitan, S. (2003). “Market Orientation and Performance of Service Firms: Role of Innovation”. Journal of service marketing, Vol. 17(1), PP. 68-82.
Shin, S. & Aiken, K.D. (2012). “The mediating role of marketing capability: evidence from Korean companies”, Asia pacific Journal of marketing and logistics. Vol. 24(4), PP. 658-677.
Sinkovics, R.R., Kurt, Y. & Sinkovics, N. (2018). “The effect of matching on perceived export barriers and performance in an era of globalization discontents: Empirical evidence from UK SMEs”, International business review, Vol. 27, PP. 1065-1079.
Theodosiou, M., Kehagias, J. & Katsikea, E. (2012). “Strategic orientations, marketing capabilities and firm performance: an empirical investigation in the context of frontline managers in service organizations”, Industrial marketing management, Vol. 41(7), PP. 1058-1070.
Trienekens, J., Van Velze, M., Lees, N., Saunders, C. & Pasucci, S. (2018). “Governance of market-oriented fresh food value chains: Export chains from New Zealand”, International food and agribusiness management review, Vol. 21(2). PP. 1-20.
Vorhies, D. W., & Morgan, N. A. (2005). “Benchmarking marketing capabilities for sustainable competitive advantage”, Journal of marketing, Vol. 69(1), PP. 80-94.
_||_تاری، غ. و عبدلی، م. (1399). "اثر بازارگرایی صادرات و جهت‌گیری راهبردی بر عملکرد صادراتی از طریق قابلیت پویای مدیریت دانش"، مجله مدیریت بازاریابی، دوره 15، شماره 49.
حاجی‌پور، ب.، جعفری‌زاده، ف. و رحیمی، ف.ا. (1394). "تأثیر جهت‌گیری راهبردی و قابلیت‌های بازاریابی بر عملکرد صادراتی"، چشم‌انداز مدیریت بازرگانی، شماره 22، صص. 87-105.
خیری، ب. و روشنی، ع. (1392). "بررسی نقش میانجی گرانه قابلیت‌های بازایابی در رابطه بین جهت‌گیری‌های استراتژیک و عملکرد سازمان: مطالعه موردی در بانک ملی ایران"، فصلنامه مدیریت، دوره 10، شماره 29، صص. 97-113.
رحیم‌نیا، ف. و خاکزادان، م. (1394). "بررسی نقش تعدیل‌گری درجه بین‌المللی کردن و محیط صادراتی و میانجی‌گری تطابق آمیخنه بازاریابی و بازارگرایی صادرات بر روی عملکرد صادراتی"، دومین کنفرانس بین‌المللی پژوهش‌های نوین در مدیریت، اقتصاد و علوم انسانی، 2 اسفند 1394.
نوروزی، ح.، عبداله‌پور، س.، گنجعلی‌وند، س. و معصومی، غ. (1396). "تأثیر بازارگرایی صادرات بر افزایش صادرات با نقش میانجی اثربخشی بازاریابی: مطالعه موردی شرکت‌های صادراتی خشکبار"، مدیریت کسب‌وکارهای بین‌المللی، دوره 1، شماره 2، صص. 83-103
Abd Ghani, M., Othman, A., Ibrahim, N. & Wan Ismail, W. (2016). “Relationship marketing practices and effects on marketing effectiveness: an empirical insight from the hotel industry”, International review of management and marketing, Vol. 6(4), PP. 1026-1033.
Aggarwal, N. & Singh, R. (2004). “Market orientation in Indian organization: as empirical study”, Marketing intelligence & planning, Vol. 22, PP. 700-715.
Ahimbisibwe, G.M., Ntayi, J.M. & Ngoma, M. (2013). “Export market orientation, innovation and performance of fruit exporting firms in Uganda”, European scientifiv journal February, Vol. 9(4), PP. 295-313.
Akyol, A. & Akehurst, G. (2003). “An investigation of export performance variations related to corporate export market orientation”, European business review, Vol. 15, PP. 5-20.
Al-Aali, A., Lim, J.S., Khan, T. & Khurshid, M. (2013). “Marketing Capability and Export Performance: The Moderating Effect of Export Involvement”, South African Journal of Business Management, Vol. 44(3), PP. 59-70.
Assadinia, S., Kadile, V., Golgeci, I. & Boso, N. (2019). “The effect of learning orientation and marketing programme planning on export performance: the paradoxical moderating role of psychic distance”, International small business journal, Vol. 37(5), PP. 423-449.
Boso, N., Adeola, O., Danso, A. & Assadinia, Sh. (2017). “The effect of export marketing capabilitie on export performance: Moderating role of dysfunctional competition”, Industrial Marketing management. Vol 78, PP. 137-145.
Cadogan, J.W., Cui, C. & Li, Y. (2003). “Export market orientation behavior & export performance. The moderating roles of competitive intensity of technological turbulence”, International matketing review. Vol. 20(5), PP. 493-513.
Chung, H.F.L., Ding, Zh. & Ma, X. (2019). “Organisational learning and export performance of emerging market entrepreneurial firms: The roles of RBV mechanism and decision-making approach”, European journal of marketing, Vol. 53(2), PP. 257-278.
Chung, J.E., Yang, H. & Won, J.H. (2018). “Relationship between the capabilities and export performance of Korean clothing and textiles SMEs and moderating effects of export mode on these relationships”, Clothing and textiles research journal, Vol. 37(1), PP. 3-19.
Cortez, R.M. & Gohanston, W.J. (2018). “Needed B2B marketing capabilities: insights from the USA and emerging Latin America”, International business review, Vol. 27, PP. 594-609.
Dodd, C. (2005). “Export market orientation and performance. An analysis of Australian exporters”, Australia and New Zealand Marketing Academy Conference (ANZMAC) 2005. PP. 28-34.
Ghorbani, H., Dalvi, M.R. & Hirmanpour, I. (2014). “Studying the effect of market orientation on marketing effectiveness, case study: Hotels in Isfahan province”, International journal of academic reaserach in business and social sciences, Vol. 4(1), PP. 570-579.
He, X., Brouthers, K. D. & Igor, F. (2018). “Market orientation and export performance: the moderation of channel and institutional distance”, International marketing review, Vol. 35(2), PP. 258-279.
Hooley, G., Cox, T., Fahy, J., Shipley, D., Beracs, J., Fonfara, K. & Snoj, B. (2000). “Market orintatin in the transitition economies of central Europe: tests of the Narver and Slater Market orientation scales”, Journal of business reaserach, Vol. 50, PP. 273-285.
Hasablallah, A.H.A., Genc, O.F., Mohamad, O.B. & Ahmed, Z.U. (2019). “How do relational variables affect export performance? Evidence from Malaysian exporters”, Asia pacific journal of marketing and logistics, Vol. 31(1), PP. 128-156.
Imiru, G.A. (2018). “The mediating role of marketing strategy in the effect of antecedents on export performance of leather an textile exporting companies in Ethiopia”, Global journal of management and business research, Vol. 18(2). PP. 27-42.
Imran, M., Aziz, A., Abdul Hamid, S., Shabbir, M., Salman, R. & Jian, Zh. (2018). “The mediating role of total quality management between entrepreneurial orientation and SMEs export performance”, Management Science Letters, Vol. 8(6), PP. 519-532.
Joensuu-Salo, S., Sorama, K., Viljamaa, A. & Varamaki, E. (2018). “Firm performance among internationalized SMEs: The interplay of market orientation, marketing capabilities and digitalization”, Administrative sciences, Vol. 8(3), PP. 1-13.
Kaleka, A. & Morgan, N.A. (2019). “How marketing capabilities and current performance drive strategic intention in international markets”, Industrial marketing management, Vol.78, PP. 108-121.
Kaur, J., Chahal, H. & Gupta, M. (2019). “Re-investigating market orientation and environmental turbulence in marketing capabilities and business performance linkage: A structural approach”, Understanding the role of business analytics, PP. 145-168.
Kayabasi, A. & Mtetwa, T. (2016). “Impact of marketing effectiveness and capabilitie, and export market orientation on export performance: evidence from Turkey”, European business review, Vol. 28(5), PP .532-559.
Keh, H.T., Chu, S. & Xu, J. (2006). “Efficiency, effectiveness and productivity of marketining services”, European journal of operational research. Vol. 170(1), PP. 265-276.
Kue Na, Y., Kang, S. & Jeong, H.Y. (2019). “The effect of market orientation on performance of sharing economy business: focusing on marketing innovation and sustainable competitive advantage”, Sustainability journal, Vol. 11(3), PP. 1-19.
Lancaster, G. & Massingham, L. (2011). “Essentials of marketing management”, Routledge, London.
Madsen, T.K. & Moen, Q. (2018). “Managerial assessments of export performance: What do they reflect?”, International business review, Vol. 27(2), PP. 380-388.
Massao Oura, M., Zilber, S.N. & Lopes, E.L. (2016). “Innovation capacity, international experience and export performance of SMEs in Brazil”, International business review, Vol. 25, PP. 921-932.
Mavondo, F.T. (2005). “Environment and strategy as antecedents for marketing effectiveness and organizational performance”, Journal of strategic marketing, Vol. 7(4), PP. 237-250.
Milichovsky, F. & Simberova, I. (2015). “Marketing effectiveness: Metrics for effective strategic marketing”, Inzinerine ekonimika-engineering economics, Vol. 26, PP. 211-219.
Mohsenzadeh, M. & Ahmadian, S. (2016). “The mediating role of competitive strategies in the effect of form competencies and export performance”, Procedia economics and finance, Vol. 36, PP. 456-466.
Morgan, N., Feng, H. & Whitler, K. (2018). “Marketing capabilities in international marketing”, Journal of international marketing. Vol. 26(1). PP. 61-95.
Morgan, N.A., Vorhies. D.W. & Mason, C.H. (2009). “Market orientation, marketing capabilities, and firm performance”, Strategic management journal, Vol. 30(8), PP. 909-920.
Murray, J.Y., Yong GAO, G. & Kotabe, M. (2011). “Market orientation and performance and performance of export ventures: the process through marketing capabilities and competitive advantages”, Journal of the Acad. Mark. Sci, Vol. 39, PP. 252-269.
Navarro-Garcia, A., Arenas-Gaitan, J. & Rondan-Cataluna, F.J. (2014). “External environment and the moderating role of export market orientation”, Journal of business research. Vol. 67, PP. 740-745.
Nwokah, N.G. & Ondukwe ane E, F.E. (2009). “Competitive intelligence and marketing effectiveness in corporate organizations in Nigeria”, African journal of marketing management. Vol. 1, PP. 010-022.
Olabode, O.E, Adeola, O. & Assadinia, S. (2018) “The effect of export market-oriented culture on export performance: Evidence from a Sub-Saharan African economy”, International Marketing Review, Vol. 35(4). PP. 637-660.
Raheem Ahmed, R., Khoso, I., Arif, K.A. & Palwishah, R.I. (2014). “Competitive intelligence and marketing effectiveness of organizations: An investigation from Pakistan”, European scientific journal, Vol. 10(13), PP. 342-353.
Sanjeev, A., Krishn, E. & Chekitan, S. (2003). “Market Orientation and Performance of Service Firms: Role of Innovation”. Journal of service marketing, Vol. 17(1), PP. 68-82.
Shin, S. & Aiken, K.D. (2012). “The mediating role of marketing capability: evidence from Korean companies”, Asia pacific Journal of marketing and logistics. Vol. 24(4), PP. 658-677.
Sinkovics, R.R., Kurt, Y. & Sinkovics, N. (2018). “The effect of matching on perceived export barriers and performance in an era of globalization discontents: Empirical evidence from UK SMEs”, International business review, Vol. 27, PP. 1065-1079.
Theodosiou, M., Kehagias, J. & Katsikea, E. (2012). “Strategic orientations, marketing capabilities and firm performance: an empirical investigation in the context of frontline managers in service organizations”, Industrial marketing management, Vol. 41(7), PP. 1058-1070.
Trienekens, J., Van Velze, M., Lees, N., Saunders, C. & Pasucci, S. (2018). “Governance of market-oriented fresh food value chains: Export chains from New Zealand”, International food and agribusiness management review, Vol. 21(2). PP. 1-20.
Vorhies, D. W., & Morgan, N. A. (2005). “Benchmarking marketing capabilities for sustainable competitive advantage”, Journal of marketing, Vol. 69(1), PP. 80-94.
