Surveying the Relationship between Strategic Inertia and Export Performance: (Case study: Exporting Firms of Tehran Province)
Subject Areas : Business Management
Keyhan
Tajodini
1
(Associate Professor, University of Lund, Sweden)
Aliashraf
Ahmadiyan
2
(Master of Business Administration, Export Guarantee Fund of Iran)
Alireza
Matoofi
3
(Member of the faculty of Islamic Azad University of Gorgan, Gorgan-Iran)
Keywords: Mixed Marketing, Firm strategies, Strategic inertia, Exporting firm,
Abstract :
There is a more serious danger of bankruptcy and leaving the market in many industries because right now the size and times of the changes ahead of them is increasing. These alterations are rapidly changing the platform and the context in which the strategies are being designed and performed as well as the information and tools that managers have at their disposal. With regard to the fact that the successful implementation of the firms’ strategies in the world markets requires the adaptation of Mixed Marketing elements with its strategies. the main goal of the present research is to study the relationship between strategic inertia and export performance. In this regard, 300 exporting enterprises in Tehran were selected as the research sample, the data were collected through the use of questionnaires and interviews, and data analysis was carried out by using Spss software. The findings of the research show that most of the Iranian exporting enterprises are faced with some sort of Inertia in the marketing strategy and this is one of the causes of the instability of these enterprises in exporting performance. Other findings of this research show that there is a meaningful relationship between the adaptation of Mixed Marketing elements and the exporting strategies and performance of the enterprise. Also the results of the research reveal that those enterprises which have compatibility between their marketing and main strategies have more stability in their exporting performance.
- کاتلر، فیلیپ و گری، آرمسترانگ، «اصول بازاریابی»، بهمن فروزنده(1380)، انتشارات آتروپات، تهران، چاپ چهارم.
- واکر، اوریل سی، هارپر دابلیو، بوید، جان، مالینز و ژان کلود، لرش «استراتژی بازاریابی»، سیدمحمد اعرابی و داود ایزدی(1383)، دفتر پژوهشهای فرهنگی، تهران،چاپ اول.
- Axinn, C.N. & P., Matthyessens (2002), "Limits of internationalization theories in an unlimited world", International Marketing Review, Vol.19, No. 5, PP. 436-49.
- Cadogan, J.W., N.J., Paul, R.T., Salminen, K, Puumalainen, & S., Sundqvist (2001), "Key Antecedents to Export Market-Oriented Behaviors: A Cross-National Empirical Examination", International Journal of Research in Marketing, Vol .18, No. 3, PP. 261-282.
- Cavusgils, S.T. & S., Zou (1994), "Marketing strategy-performance relationship: an investigation of the empirical link in export market ventures", Journal of Marketing, Vol. 58, No. 1, PP.1-21.
- Gresov, C., H.A., Haveman & T., Oliva (1993), "Organizational Design, Inertia and the Dynamics of Competitive Response", Organization Science, Vol. 4, No. 2, PP.181-208.
- Hambrick, D.C. and P.A., Mason (1984), "Upper Echellons: The organization as a reflection of its top managers", Academy of Management Review, Vol. 9, No. 2, PP.193-206.
- Hannan, M.T. & J., Freeman (1977), "the population ecology of organizations", American Journal of Sociology, Vol. 82, No. 5, PP. 929-964.
- Hannan, M.T. and J., Freeman (1984), "Structural inertia and organizational change", American Sociological Review, Vol. 49, No. 2, PP. 149–164.
- Hodgkinson, G.P. & G., Wright (2002), "Confronting Strategic Inertia in a Top Management Team: Learning from Failure", Organization Studies, Vol. 23, No. 6, PP. 949-977.
- Huff, J.O., A.S., Huff & H., Thomas (1992), “Strategic Renewal and the Interaction of Cumulative Stress", Strategic Management Journal, Vol. 13, No. 91, PP.55-75.
- Kieser, S. & L., Sproull (1982), "Managerial response to changing environments: perspectives and problem sensing from social cognition", Administrative Science Quarterly, Vol. 27, No. 4, PP. 548-570.
- Kongmanila, X. & Y., Takahashi (2009). "Innovation, Export Performance and Profitability of Lao Garment Exporters", International Journal of Economics and Management, Vol. 3, No. 2, PP. 225 – 236.
- Lages, L.F (2012), "Going GloCal", Gold Magazine, Vol. 13, PP. 72–75: In Business Publisher.
- Lages, L.F., G., Silva & C., Styles (2009), "Relationship capabilities, product quality, and innovation as determinants of export performance", Journal of International Marketing, Vol. 17, No. 4, PP.47–70.
- Lages, L.F., J.L., Abrantes & C.R., Lages (2008), "The STRATADAPT scale: A measure of marketing strategy adaptation to international business markets", International Marketing Review, Vol. 25, No. 5, PP. 584–600.
- Lages, L.F., C., Lages, & C.R., Lages (2006), "Main consequences of prior export performance results: An exploratory study of European exporters", Journal of Euro marketing, Vol. 15, No. 4, PP. 57–75.
- Lant, T.K. & S.J., Mezias (1992), "An organizational learning model of convergence and reorientation", Organization Science, Vol. 3, No. 1, PP. 47-71.
- Lant, T.K., F.J., Milliken & B., Batra (1992), "The role of managerial learning and interpretation in strategic persistence and reorientation: An empirical exploration", Strategic Management Journal, Vol. 13, No. 8, PP. 585–608.
- Miller, D (1991), "Stale in the saddle: CEO tenure and the match between organization and environment", Management Science, Vol. 37, No. 1, PP. 34-52.
- Mitsuhashi, H. & H.R., Greve (2004), "Powerful and free: Intraorganizational power and the dynamics of corporate strategy", Strategic Organization, Vol. 2, 107–132.
- Morgan, A.N., A., Kaleka & S.C., Katsikeas (2004), "Antecedent of export venture performance: A theoretical model and empirical assessment", Journal of marketing, Vol. 68, No. 1, PP.90-108.
- Nassimbeni, G (2001), "Technology, innovation capacity, and the export attitude of small manufacturing firms", Journal of research policy, Vol. 30, No. 2, PP. 245–262.
- Navarro, A., F., Losada, E., Ruzo & J.A., Diez (2009), "Implications of perceived competitive advantages, adaption of marketing tactics and export commitment on export performance", Journal of world business, Vol. 45, No. 1, PP. 49-58.
- Okpara, O.J (2009), "Strategic choices, export orientation and export performance of SMEs in Nigeria", Management Decisions, Vol. 47, No. 8, PP. 1281-1299.
- Robertson, C. & S.K., Chetty (2000), "A Contingency-Based Approach to Understanding Export Performance", International Business Review, Vol. 9, No. 2, PP.211-235.
- Ruigrok, W. & H., Wagner (2003), "Internationalization and performance: An organizational learning perspective", Management International Review, Vo. 43, No. 1, PP. 63-83.
- Sharma, B (2004), “Marketing Strategy Contextual Factors and Performance: An Investigation of the Relationship", Marketing International and Planning, Vol. 22, No. 2, PP. 128-143.
- Sousa, C.M.P., F.J., Martinez-Lopez & F., Coelho (2008), "The determinants of export performance: A review of the research in the literature between 1998 and 2005", International Journal of Management Review, Vol. 10, No. 4, PP. 343-374.
- Tesfom, G. & C., Litz (2006), "A Classification of Export Marketing Problems Of Small And Medium Sized Manufacturing Firms In Developing Countries", International Journal of Emerging Markets, Vol. 1, No. 3, PP. 262-281.
- Tushman, M. & E., Romanelli (1985), "Organizational evolution: A metamorphosis model of convergence and reorientation", In B. M. Stawand L. L. Cummings (Eds.), Research in organizational behavior (Vol. 7), Greenwich, CT: JAI Press, pp. 171-222.
- Voerman, J.A (2003), "The Export Performance of European SMEs", Labyrint Publication, Netherland.
- Voerman, J.A., M., Wodel & P.S., Zwart (2000), "Export Market Information Behavior of SMEs: the Influence of firm Characteristics", SOM theme B: Marketing and Network.
- Yokota, R & H., Mitsuhashi (2008), "Attributive change in top management teams as a driver of strategic change", Asia Pacific Journal Management, Vol. 25, No. 2, PP.297–315.
_||_