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Investigating and identifying the effects of competitive advantages of adapting marketing tactics and export commitment on export performance

Number of pages: 106 File Format: word File Code: 30624
Year: 2016 University Degree: Master's degree Category: Management
Tags/Keywords: Competitive advantages - Export - Export commitment on export performance - Marketing tactics
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  • Summary of Investigating and identifying the effects of competitive advantages of adapting marketing tactics and export commitment on export performance

    Dissertation for Master Degree (M.A)

    Tension: "Marketing

    "

    Introduction

    Exporting is the most common way for companies to start marketing activities abroad. One of the most important reasons for this is that exporting requires fewer resources compared to other methods of internationalization. Different countries encourage their companies to export because this important activity increases employment within their country, develops the competitive situation and improves foreign exchange earnings. From this point of view, both the size and rapid growth of global exports lead to an effective commitment of resources and the design of successful international marketing strategies that allow companies to create, present and transport market offerings that have a superior value for customers, marketers, and etc. (Morgan[1] et al. 2004). In this way, competitive advantages in foreign markets may be achieved by positively influencing current and future export performance (Morgan et al. 2006). However, in the field of international marketing, extensive knowledge about the important factors in determining the competitive advantages of companies in foreign markets and their impact on export performance is very rare. Today, many organizations and service providers are facing tight competitive conditions at the level of global markets and within the boundaries of the organization. Today's customers have more and more detailed demands and are looking for cheaper products and services, with higher quality and faster delivery time (Mame [2], 2002).

    Most studies on export performance have focused on a set of very diverse variables (Aba [3] and Slaughter, 1989; Kakovsky [4] and Zhou,; Katsica [5], Linido [6], and Morgan, 2000; Souza, Martinez[7]-Hacit, and Coelho, 2008). One of the main goals of this study is to overcome these gaps through the development of a conceptual model to analyze the impact of competitive advantages obtained in foreign markets on export performance. In addition, strategic decisions in the direction of matching the required marketing tactics with the country and different markets have affected the achievement of these competitive advantages. (Griffiths, Jacobs, and Ricky [8], 2006; Shoham [9], 1999, 2002).

    1-2 The importance and necessity of conducting research

    The need for organizations to increase productivity and ensure survival is a constant need and in the current world that faces the globalization of economies and the integration of markets, if a company supplies its goods and services only to domestic markets Limiting it leads to destruction and commits suicide, so exporting and being in non-local markets is an unavoidable choice. But this presence in the mentioned markets and the effort to export goods and services to various markets causes organizations and companies to face new problems and phenomena that require different planning and solutions compared to the challenges and problems of national and local markets. The various advantages that export can bring to companies are many, increasing international experience and the ability to produce low-cost or different products, taking into account different markets and their special conditions, which leads to the development of the company's competitive advantages as much as possible. As a result, it increases its agility and productivity, and since the organizations that are more agile compared to their competitors and provide their activities and services better at a better cost and quality, they guarantee their existence and survival in the future, so the effort to be present in various foreign markets and gain experience has a direct relationship with preserving their survival. With the understanding of the importance of export, the current research tries to deal with the relationships and mutual effects of export and companies and examine what effects the competitive advantages of companies and marketing policies specific to the export market adopted by it can have on export performance. Internationalization is a step-by-step process of international trade development whereby a company is increasingly involved in international business operations through specific products in selected markets. According to Cutler and Armstrong, methods Entering a foreign country includes exports, joint ventures and direct investments. Exports are one of the most important initial steps for organizations to develop and invest in order to enter global markets and expand their international activities.(Sadiq and Alshbon, 2009)

    It has been proven in scientific studies that the economic growth of countries is directly related to the growth of their exports for several reasons. Because exports are a part of the demand of the whole society and with a direct and multiplying effect on domestic production, it causes an increase in investment and the transfer of production resources from low-yielding sectors to high-yielding sectors, and finally, the transfer of resources from non-competitive inward-looking sectors to high-yielding and outward-looking sectors. An export economy, especially in technology-oriented markets, which is achieved due to competitive pressures in the global market, will lead to greater compliance with international standards and increase the desire to take advantage of the latest technological developments to be present or develop more influence in global markets (Taleghani and Yousefi Siahgourabi, 2019). Leaders in advanced countries have been able to respond well to these needs and take a significant share of these markets by accurately understanding the emerging needs of the markets and providing the necessary platforms; while Iranian commercial companies, despite their activities inside the country, have limited international activities and a small share in the world markets.

    By identifying the factors affecting the export performance of companies, better planning can be done to increase exports, and considering Iran's weakness in exporting non-oil goods, a solution should be sought. To improve the export performance of companies producing non-oil products. Therefore, the manufactured goods of our country should be such that they have a relative advantage in the international markets and can adapt to the values, customs, habits, culture and other variables of the export target market and ultimately lead to the improvement of the export performance of the exporting companies. 1-3 Research Objectives The objectives of this research are as follows. Applying marketing tactics and export commitment on export performance. B) Sub-goals: 1. 2. 3. 4. 5. 5. Literature and research background: 1-4.

    1-4-1 Internal background:

    In a research related to market orientation and business performance by Mr. Hossein Rezaei Dolatabadi in 2014, statistical analysis shows that the indirect effect of market orientation culture and market intelligence on business performance is far greater than its direct effect. This shows that marketing capabilities play an important role in the relationship between market orientation and business performance.

    In a study conducted by Semane Akhwan Fomeni in 2012, the relationship between export marketing and the export performance of companies was discussed. This study also clearly shows that gathering information from the market and creating a marketing campaign based on the characteristics of the target market and matching the product and marketing tactics have different effects on their export performance.

    3.

     

    4.

     

    5.

    1-4-2 Foreign background:

    1.

     

    2.

     

    3.

     

    4.

     

    1-5 Definition and statement of the research problem

    Non-oil exports are considered as an effective and key element in the country's economic development, and the preparation of the necessary infrastructure to use the appropriate export strategies for it has been emphasized. The development of non-oil exports and entering the world markets and maintaining conditions for its sustainability cannot be achieved unless by creating a specific and sustainable export strategy, performing the duties of each of the executive bodies related to export, and also creating cultural readiness to produce the best goods for export in Society.

    Export performance is usually measured using a single index approach, and export sales, export sales growth, export profits, and export intensity are the most commonly used indicators. Despite these documents, there are many reasons that export performance is considered as a multifaceted structure and should not be measured by a single index. Export performance is the results obtained for the company from international sales.

  • Contents & References of Investigating and identifying the effects of competitive advantages of adapting marketing tactics and export commitment on export performance

    List:

    First chapter: General research. 1

    1-1 Introduction. 2

    1-2 The importance and necessity of conducting research. 3

    1-3 research objectives. 4

    1-4 Literature and research background: 5

    1-4-1 Internal background: 5

    1-4-2 External background: 6

    1-5 Defining and stating the research problem. 6

    1-6 Theoretical framework: 8

    1-7 Assumptions and research model: 9

    1-8 Information collection methods and tools. 10

    1-9 statistical population and sampling method. 10

    1-10 scope of research. 11

    1-11 data analysis method 11

    1-12 definitions of research terms and variables. 11

    Chapter Two: Review of research literature. 14

    2-1 Introduction. 15

    2-2 Free trade. 16

    2-3 comparative advantage. 18

    2-4 World Trade Organization. 18

    2-5 Export. 20

    2-5-1- Importance and advantage of export. 21

    2-6 export performance. 23

    2-6-1 Criteria for measuring export performance. 25

    2-7 Marketing. 27

    2-7-1 Export marketing. 31

    2-8 export obligation. 34

    2-9 Competitive advantage. 36

    2-9-1 types of competitive advantage. 38

    2-10 Literature and research background: 45

    2-10-1 Internal background: 45

    2-10-2 External background: 46

    Chapter three: Research methodology. 49

    3-1 Introduction. 50

    2-3 Method and type of research. 51

    3-3 research variables. 51

    3-4 assumptions and research model. 57

    3-5 research community. 59

    6-3 scope of research. 60

    3-7 sample size and sampling method. 60

    3-8 information gathering tools. 60

    3-9 information gathering methods. 61

    3-10 Reliability check of measurement tool. 61

    3-11 Checking the validity of the measurement tool. 63

    3-12 data analysis method 63

    3-13 summary. 63

    Chapter four: research findings. 65

    4-1 Introduction. 66

    4-2 Descriptive statistics. 67

    4-3 inferential statistics. 71

    4-3-1 Determining the normality of research data. 72

    4-3-2 Test of research hypotheses. 73

    4-3-2-1 Test of the first hypothesis. 73

    4-3-2-2 The test of the second hypothesis. 74

    4-3-2-3 Test of the third hypothesis. 75

    4-3-2-4 test of the fourth hypothesis. 76

    4-3-2-5 Test of the fifth hypothesis. 77

    4-3-3 Determining priorities 78

    4-3-4 Summary of hypothesis results. 78

    Chapter five: conclusions and suggestions. 79

    5-1 Introduction. 80

    2-5 Summary of the research. 81

    5-3 Description of research findings. 81

    5-3-1 Results related to descriptive statistics. 81

    5-3-2 Results related to inferential statistics. 82

    4-5 suggestions and solutions 85

    5-5 research limitations. 86

    5-6 suggestions for future research. 86

    List of sources and references: 87

    Appendices 91

    Source:

    Taleghani and Yousefi Siahgorabi, 1389, the consumer as a strategic factor in social responsibility and marketing. Marketing mix on the value of brand name and brand

    Mehri, Ali and Seyed Hamid Khodadad Hosseini, "Designing a competitive advantage model for the Iranian automobile industry", 1383 Aghazadeh, 1387)

    Ebrahimi et al., 1380, strategic partnerships - cooperation strategies in a competitive environment

    Allah Vardi Mostafa, 1391, examining the impact of export market orientation and competitive advantage on export performance

    Jalali Ehsan, 2018, investigating the effect of mixed export marketing strategy on export performance

    Raisi, Marzieh, 2018, investigating the relationship between market orientation and product homogenization strategy with export performance in export companies active in Iran (chocolate and confectionery industry)

    Rosta, Venus and Ebrahimi, 2018, marketing and market management

    Rezaei Dolatabadi, Hossein; Joshyar Najaf Abadi, Leila; Khazai Pool, Javad; Warij Kazemi, Reza, summer 2012, analysis of the impact of corporate social responsibility on the symbolic image, functional image and brand loyalty of the magazine: Business Management » - Issue 2, page - from 69 to 88)

    Rezai Dolatabadi, Hossein; Mousavizadeh Nougabi, Elham, August and September 2013, the effect of marketing capabilities on improving the organization's performance, Journal: Business Reviews - No. 54 (16 pages - from 121 to 136) Rezai Dolatabadi, Hossein; Zainli, Zahra; Shekarchizadeh, Zahra, spring 2010, survey of the rate. 86

    List of sources and references: 87

    Appendices 91

    Source:

    Taleghani and Yousefi Siahgorabi, 1389, the consumer as a strategic factor in social responsibility and marketing. Marketing mix on the value of brand name and brand

    Mehri, Ali and Seyed Hamid Khodadad Hosseini, "Designing a competitive advantage model for the Iranian automobile industry", 1383 Aghazadeh, 1387)

    Ebrahimi et al., 1380, strategic partnerships - cooperation strategies in a competitive environment

    Allah Vardi Mostafa, 1391, examining the impact of export market orientation and competitive advantage on export performance

    Jalali Ehsan, 2018, investigating the effect of mixed export marketing strategy on export performance

    Raisi, Marzieh, 2018, investigating the relationship between market orientation and product homogenization strategy with export performance in export companies active in Iran (chocolate and confectionery industry)

    Rosta, Venus and Ebrahimi, 2018, marketing and market management

    Rezaei Dolatabadi, Hossein; Joshyar Najaf Abadi, Leila; Khazai Pool, Javad; Warij Kazemi, Reza, summer 2012, analysis of the impact of corporate social responsibility on the symbolic image, functional image and brand loyalty of the magazine: Business Management » - Issue 2, page - from 69 to 88)

    Rezai Dolatabadi, Hossein; Mousavizadeh Nougabi, Elham, August and September 2013, the effect of marketing capabilities on improving the organization's performance, Journal: Business Reviews - No. 54 (16 pages - from 121 to 136) Rezai Dolatabadi, Hossein; Zainli, Zahra; Shekarchizadeh, Zahra, spring 2018, investigating the impact of competitive intelligence in creating a competitive advantage; Magazine: Perspective of Business Management », No. 38 (18 pages - from 9 to 26)

    Khaef Elahi Ahmad Ali, Rezaei Dolatabadi Hossein, spring 2015., A model to determine the impact of market orientation on business performance with regard to marketing capabilities in the chemical industry, (1 (44 consecutive) special issue of management): 131-160.

    Heidari Ali; Aghazade Hashem; Valipour Alireza, presenting a model to explain the antecedents and consequences of the competitive intelligence of Iranian sample exporters, page 455-474

    Kalantari, Khalil. (1382). Data processing and analysis in social and economic research. Tehran: Naghah Publishing House.

    Mansourfar, Karim. (1385). Advanced statistical methods with statistical software. Tehran: Tehran University Press.

    Homan, Heydar Ali. (1384). Structural equation modeling. Tehran: Samit Publications.

    Nadri; Izzatullah; Saif Naraghi, Maryam. (1381). Research methods and how to evaluate it in humanities. Tehran: Badr Research and Publishing Office.

    Rusta, Ahmed; Venus, the arbiter; Ebrahimi, Abdul Hamid. (1383). Marketing management. Tehran: Samit Publications. Sarmad, Zohra; Bazargan, Abbas; Hijazi, goddess. (1384). Research methods in behavioral sciences. Tehran: Aghah Publications.

    Karampour Abdul Hossein; Asadollahi Dehkordi Goddess; Ahmadi Haider, designing a model of the effect of marketing resources on export performance according to the mediating role of competitive differentiation strategy (case study: Iranian tile and ceramic industry) pages 623-646. Hosseini Khodadad, Fathi Hamid, investigating the impact of information technology on marketing, the role of advanced information and communication technologies in changing the nature of marketing and advertising, research and measurement, number 29, Sadri, Golnaz & Lees, Brian, "Developing Corporate Culture as a Competitive Advantage", Journal of Management Development, Vol. 20, Issue 10, 2001.

    Antonio Navarro, Fernando Losada, Emilio Ruzo, Jose´ A. D?´ez, Implications of perceived competitive advantages, adaptation of marketing tactics and export commitment on export performance Journal of World Business 45 (2010) 49–58

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Investigating and identifying the effects of competitive advantages of adapting marketing tactics and export commitment on export performance
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