MARKETING CAPABILITY AND EXPORT PERFORMANCE: EVIDENCE FROM IRANIAN PETROCHEMICAL FIRMS

  • سال انتشار: 1392
  • محل انتشار: مجله بین المللی کسب و کار و بازاریابی، دوره: 1، شماره: 1
  • کد COI اختصاصی: JR_IJOBM-1-1_001
  • زبان مقاله: انگلیسی
  • تعداد مشاهده: 991
دانلود فایل این مقاله

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

چکیده

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

emerging market, firm export performance, export marketing strategy, price strategy, product strategy, promotion strategy, place strategy

مقالات مرتبط جدید

اطلاعات بیشتر در مورد COI

COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.

کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.