Uluslararası pazarlama stratejisinin ihracat performansı üzerindeki etkisinin incelenmesi: Rusya’ya tekstil ihracatı üzerinde bir uygulama

Bu çalışmanın amacı işletmelerin ihracat genişleme stratejisi ve uluslararası pazarlama stratejisinin uyarlanması/standardizasyonu kararının ihracat performansı üzerindeki etkilerinin incelenmesidir. Bu çerçevede, yoğunlaşma/farklılaşma stratejisini benimseyen işletmeler ve uluslararası pazarlama karmasının uyarlanması/ standardizasyonu kararını benimseyen işletmeler arasında finansal ve stratejik ihracat performansı ve ihracat tatmini açısından fark olup olmadığı belirlenmeye çalışılmıştır. Türkiye’den Rusya’ya tekstil ihracatı yapan işletmelerden elde edilen veriye uygulanan bağımsız örneklem t testleri farklılaşma stratejisini benimseyen işletmelerin ihracat tatmininin yoğunlaşma stratejisini benimseyen işletmelere göre daha yüksek olduğunu göstermiştir. Bunun yanında, tutundurma programının uyarlanması kararını benimseyen işletmelerin ihracat performansının standardizasyon kararını benimseyen işletmelere göre daha yüksek olduğu sonucuna ulaşılmıştır.

The effect of international marketing strategy on export performance: An empirical investigation on textile exports to Russia

This study investigates the effects of export expansion strategies and adaptation/ standardization of international marketing strategy on export performance. For this purpose, we examined whether export performance differs among firms adapting diversification strategy and concentration strategy. We also examined the differences on export performance of firms adaptating and standardizing marketing mix program. Data is gathered from textile firms exporting to Russia. The results of independent samples t tests revealed that export performance of firms adapting diversificaiton strategy is higher than the performance of firms adapting concentration strategy. Moreover, adaptation of promotion mix program leads to higher export performance than standardization of the program.

PDF

___

ANIL Nihat K., (2009), İhracat Performansını Belirleyen Faktörler Arasındaki İlişkiler ve İhracat Başarısına Etkileri, Doktora Tezi, Celal Bayar Üniversitesi, Manisa.
BROUTHERS Lance Elliot, George NAKOS, John HADJIMORCOU, Keith D. BROUTHERS, (2009), “Key Factors for Successful Export Performance For Small Firms”, Journal Of International Marketing, pp.21-38.
CARNERİO Jorge, DA ROCHA Angela, DA SİLVA Jorge Ferreira, (2007), “A Critical Analysis of Measurement Models Of Export Performance”, Brazilian Administration Review, 4 (2), pp.1-19.
ÇAVUŞGİL S. Tamer, ZOU Shaoming, (1994), “Marketing Strategy-Performance Relationship: An Investigation Of The Empirical Link In Export Market Ventures”, Journal Of Marketing, pp.1-21.
DANIELS J. , L. RADEBAUGH, D. SULLIVAN, (2009) International Business , Prentice Hall JAIN S. C. (1989) Standardization of international marketing strategy: some research hypotheses, The Journal of Marketing, 53: 70-79.
KAREKALIS Christos, Konstadinos MATTAS, George CHRYSSOCHOIDIS, (2008), “Greek Wine Firms: Determinants Of Export Performance”, Agribusiness, pp.275-297
KATSIKEAS Constantine S., Leonidas C. LEONİDOU, (1996), “Export Market Expansion Strategy: Differences Between Market Concentration And Market Spreading”, Journal of Marketing Management, 12, pp. 113-134
KAVAK Bahtışen, (2008) “Pazarlama Araştırmaları Tasarım ve Analiz”, Hacettepe Üniversitesi Yayınları. G. GÜLEÇ - C. ERYİĞİT 84 LAGES Luis Filipe, David B. MONTGOMERY, (2004), "Export performance as an antecedent of export commitment and marketing strategy adaptation: Evidence from small and mediumsized exporters", European Journal of Marketing, 38 ( 9/10), pp.1186 – 1214.
LAGES Luis Filipe, Carmen LAGES, Cristiana Raguel LAGES, (2005), “European Managers’ Perspective On Export Performance Determinants”, Journal Of Euromarketing, 15 (2), pp.75-92.
LEE Chol, David A. GRIFFITH, (2004), “The Marketing Strategy – Performance Relationship In An Export Driven Developing Economy – A Korean Illustration”, International Marketing Review, pp.321-334
LEE Chong S., Yoo S. YANG, (1990), “Impact Of Export Market Expansion Strategy On Export Performance”, International Marketing Review, 7 (4), pp.41-51
LEONIDOU Leonidas C., Constantine S. KATSIEKAS, Saeed SAMIEE, (2002), “Marketing Strategy Determinants Of Export Performance: A Meta Analysis”, Journal Of Business Research, 55, pp.51-67
MARANDU Edward E., (2008), “Strategy Factors Associated With The Export Performance Of Manufacturing Firms”, The Journal Of Business In Developing Nations, 11, pp.33-76.
NAVARRO Antonio, Fernando LOSADA, Emilio RUZO, A. Diez JOSE, (2010), “Implications Of Perceived Competitive Advantages, Adaptation Of Marketing Tactics And Export Commitment On Export Performance”, Journal Of World Business, 45, pp.49-58 O'CASS Aron, Craig JULIAN, (2003), "Examining firm and environmental influences on export marketing mix strategy and export performance of Australian exporters", European Journal of Marketing, 37 (3/4), pp.366-384.
RUZO Emilio, Fernando LOSADA, Antonio NAVARRO, Jose A. DIEZ, (2011) “Resources and International Marketing Strategy in Export Firms”, Management Research Review, pp.496-511.
SOUSA Carlos M. P., Frank BRADLEY, (2008), “Antecedents Of International Pricing Adaptation And Export Performance”, Journal Of World Business, pp.307-320
SOUSA Carlos M.P., Francisco MARTÍNEZ-LÓPEZ, J., Filipe COELHO, (2008), “The Determinants Of Export Performance: A Review Of The Research İn The Literature Between 1998 And 2005”, International Journal Of Management Reviews, 10 (4), pp.343-374
THEODOSIOU Marios, Leonidas C. LEONIDOU, (2003), “Standardization Versus Adaptation Of International Marketing Strategy: An Integrative Assessment Of The Empirical Research”, International Business Review, 12, pp.141–171.
TORLAK Ömer, Şuayip ÖZDEMİR, Veysel KULA (2007), “Türk İşletmelerinin İhracat Performansı Belirleyicileri”, Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(1), pp.103-114
YÜCEL A., (2006), İhracat Performansı Stratejilerinin Firma Performansı Üzerinde Etkileri Hazır Giyim Firmaları Üzerinde Bir Uygulama, Doktora Tezi, Ankara Üniversitesi, Ankara.
ZOU Shaoming, Eric FANG, Shuming ZHAO, (2003), “The Effects of Export Marketing Capabilities on Export Performance: An Investigation Of Chinese Exporters”, Journal Of International Marketing, 11 (4), pp.32-55.
ZOU Shaoming, Charles R. TAYLOR, Gregory E. OSLAND, (1998), “The EXPERF Scale: A Cross-National Generalized Export Performance Measure”, Journal of International Marketing, 6 (3), pp.37-58.
ZOU S., D.M. ANDRUS, D.W. NORVELL, (1997), “Standardization Of International Marketing Strategy By Firms From A Developing Country”, International Marketing Review, 14, pp. 107–123.