MARKETING CAPABILITY AND EXPORT PERFORMANCE: EVIDENCE FROM IRANIAN PETROCHEMICAL FIRMS
سال انتشار: 1392
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 947
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شناسه ملی سند علمی:
JR_IJOBM-1-1_001
تاریخ نمایه سازی: 9 اسفند 1393
چکیده مقاله:
Emerging markets offer considerable opportunities for the consumption of the wealthycountries goods and services. In the international trade, emerging markets are increasinglybecoming the drivers of the world economy. However, it is obvious that the businessconditions and institutional frameworks in emerging market differ greatly from familiarmarkets in developed economies. The researchers considered marketing strategy is one ofmajor elements of export performance. In this study, the export marketing strategies areclassified to price strategy, product strategy, promotion strategy, place strategy. The mainpurpose of this paper is to help exporting companies to increase the performance of theiractivities through appropriate export marketing strategy in emerging markets. From the totalquestioner only 79 responses are returned. Statistical analyses using SPSS were carried out toconfirm or reject the hypotheses. The results proved that price, place, promotion, and productmarketing strategy have positive and significant effect on firm export performance. Theresults ascribe a firm’s positive export performance to implementation of a proper andsuccessful export marketing strategy. This finding justify export marketing strategy wasconsidered as one of important factor leading to improve export performance and they playedas particular role in exporting to emerging markets
کلیدواژه ها:
نویسندگان
Frashid Movaghar Moghaddam
Department of management, Abade Branch, Islamic Azad University, Abade, Iran.
Abu Bakar Abdul Hamid
Faculty Member, Management and Human Resource Faculty, UTM University, Malaysia
Ali Timouri
Department of Marketing Management