مقاله رایگان اثر قابلیت های بازاریابی صادراتی بر کارایی صادرات: نقش تعدیل کننده رقابت ناکارآمد
دسته بندی : مقالات بازاریابی
این تحقیق، از داده های اولیه دارای تاخیر و چند شکلی از ۱۶۲ شرکت صادر کننده صنعتی در جنوب صحرای آفریقا استفاده می کند تا به درک این موضوع کمک کند که چه زمانی قابلیتهای بازاریابی صادراتی می توانند برای پیشبرد عملکرد صادراتی استفاده شوند.
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معرفی کامل مقاله رایگان اثر قابلیت های بازاریابی صادراتی بر کارایی صادرات: نقش تعدیل کننده رقابت ناکارآمد
This study utilizes multiple-informant and time-lagged primary data from 162 industrial exporting firms in Sub-Saharan Africa to contribute to an understanding of when export marketing capabilities can be deployed to drive export performance. The study finds that market responsiveness capability drives export performance when it is deployed together with a product innovation capability. The joint effect of both capabilities on export performance is weakened at high levels of dysfunctional competition in export market environment. The findings suggest that a stronger capability to respond to export market needs and a greater competence in introducing new products in export markets are not always beneficial in Sub-Saharan African markets as the resulting export performance outcome is dependent upon degrees of dysfunctional competition.
۴-۳- Study limitations and direction for further research
Although this study expands knowledge on export marketing in businessto-business contexts, the results should be taken as tentative for a variety of reasons. First, one may argue that although exporting is the most popular mode of internationalization among small businesses in developing economies, small businesses that use other modes of international operation (e.g., joint ventures and foreign direct investment) could form a unique cluster and context for future research. The nature of these alternative modes of international operation may be substantially different from the exporting mode explored in the current study. Also, we acknowledge that this is a single-country study, conducted in a relatively small Sub-Sahara African economy that is under-going significant political, economic, social, and technological transformations. While the transitions which are sweeping through many African markets are similar (Acquaah, 2007), the pace of such transformations are diverse and the size of these markets vary, providing different degrees of opportunity and challenge to firms. A fruitful avenue for future research, therefore, may be to examine the extent to which export marketing capabilities are further conditioned by degrees of marketization and size of firms’ host and home markets.