08 خرداد 1403
منيژه بحريني زاد

منیژه بحرینی زاد

مرتبه علمی: دانشیار
نشانی: دانشکده کسب و کار و اقتصاد - گروه مدیریت بازرگانی
تحصیلات: دکترای تخصصی / مدیریت بازرگانی
تلفن: 07733442125
دانشکده: دانشکده کسب و کار و اقتصاد

مشخصات پژوهش

عنوان
تاثیر جهت گیری استراتژیک و انطباق آمیخته بازاریابی با بازارهای هذف صادراتی بر عملکرد صادراتی شرکت های صادراتی استان بوشهر
نوع پژوهش پارسا
کلیدواژه‌ها
strategic orientation, marketing mix adaptation,export performance
پژوهشگران سمیرا کریمی قهفرخی (دانشجو) ، عبدالمجید مصلح (استاد راهنما) ، منیژه بحرینی زاد (استاد مشاور)

چکیده

Background: how to overcome the problems experienced by companies trying to expand beyond domestic markets, using effective strategies to achieve competitive advantage in the markets international is an issues that concern today for many companies and their managers has become subjective. Such success requires attention to marketing strategies and strategic orientation of company managers that improved export performance and the success of the companies burdened. Aim: the aim of this study is to investigate the effect of strategic orientation and marketing mix adaptation on export performance in Export Companies. Methodology: a total of 29 copanies in Bushehr Province were studied and data,s were gathered. Finally, the structural equationmodeling with partial least square approach was used to examin hypotheses. Conclusions: The results suggest that the adaptation of the marketing mix strategy has the most effect on export performance .and After that(marketing mix) strategic orientation has a significant effect on export performance. Also, through the adaptation of the marketing mix, product adaptation has the most effect on export performance and adapting to the tactics of pricing, promotion and distribution also have the most effect on export performance. . In addition, the results show that the proactiveness and risk- proclivity and future orientation also have the highest impact on export performance and significant impact on export performance is not Aggressiveness.