تأثیر قابلیت‌های بازاریابی بر عملکرد مالی شرکت‌های صادراتی

خواجه سعید, زهره; ستاری, جلال

doi:10.22034/jnamm.2023.423523.1031

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

گروه مدیریت، واحد مراغه، دانشگاه آزاد اسلامی، مراغه، ایران

https://doi.org/10.22034/jnamm.2023.423523.1031

چکیده

در صادرات یکی از جذاب‌ترین روش‌های ورود به بازارهای خارجی برای شرکت‌های کوچک و متوسط می‌باشد. آنچه در این میان مهم است بررسی عوامل مؤثر بر صادرات و تعیین متغیرهای مهم و سپس سیاست‌گذاری مناسب براساس نتایج حاصل از تحقیق و توسعه صادرات کالا و خدمات می‌باشد. پژوهش حاضر به منظور بررسی تأثیر قابلیت های بازاریابی بر عملکرد مالی شرکت های صادراتی صورت پذیرفته است. جامعه آماری را شرکت‌های صادراتی کوچک و متوسط تشکیل می‌دهند. داده‌های تحقیق از طریق پرسشنامه در میان340 شرکت فعال که در حوزه بین‌الملل این صنعت فعالیت دارند، از طریق کانال‌های ارتباطی مجازی گردآوری گردید و حدود 150 شرکت به عنوان نمونه براساس فرمول کوکران و با استفاده از روش نمونه‌گیری تصادفی ساده، به گویه‌های پرسشنامه پاسخ دادند. سپس داده‌های این پرسشنامه‌ها استخراج و با استفاده از نرم‌افزار spss و روش حداقل مربعات جزئی و نرم‌افزار اسمارت پی.ال.اس. تجزیه ‌و ‌تحلیل شدند. بررسی نتایج این تحقیق نشان داد که منابع مالی، منابع اطلاعاتی و منابع رابطه ای بر عملکرد مالی شرکت های صادراتی تأثیر معناداری دارد.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of marketing capabilities on the financial performance of export companies

نویسندگان [English]

zohreh khajeh saeed
Jalal sattarii

Department of Management, Maragheh Branch, Islamic Azad University, Maragheh, Iran

چکیده [English]

.Exporting is one of the most attractive methods of entering foreign markets for small and medium-sized companies. What is important among these is to examine the factors affecting exports and determine the important variables and then make appropriate policies based on the results of the research and development of the export of goods and services. The present study was conducted in order to investigate the effect of marketing capabilities on the financial performance of export companies. The statistical population consists of small and medium export companies. The research data was collected through a questionnaire among 340 active companies that are active in the international field of this industry, through virtual communication channels, and about 150 companies responded to the questionnaire items based on the Cochran formula and using a simple random sampling method. Then, the data of these questionnaires were extracted and analyzed using spss software, partial least squares method and smart pls software. were analyzed. Examining the results of this research showed that financial resources, information resources and relational resources have a significant effect on the financial performance of export companies.

کلیدواژه‌ها [English]

Marketing ability
financial performance
export
international company

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فصلنامه رویکردهای نوین در مدیریت و بازاریابی

تأثیر قابلیت‌های بازاریابی بر عملکرد مالی شرکت‌های صادراتی

مراجع

مراجع

دوره 2، شماره 1 - شماره پیاپی 2
شهریور 1402
صفحه 135-147

تأثیر قابلیت‌های بازاریابی بر عملکرد مالی شرکت‌های صادراتی

مراجع

مراجع

دوره 2، شماره 1 - شماره پیاپی 2شهریور 1402صفحه 135-147

دوره 2، شماره 1 - شماره پیاپی 2
شهریور 1402
صفحه 135-147