Firmanın İhracat Yetkinliklerinin İhracat Performansına Etkisi

Öz

Bu çalışmanın amacı firma çalışanlarının bilgi ve deneyiminin, firmanın ihracat deneyiminin, firmanın ihracat pazar bilgisinin, ihracat bağlılığının, pazarlama planlama yetenekleri ve ihracat performansı üzerindeki etkilerini ve pazarlama planlama yetenekleri ile ihracat performansı arasındaki ilişkiyi incelemektir. Araştırmada ileri sürülmüş olan hipotezleri test etmek amacıyla otomotiv yan sanayinde faaliyet gösteren 153 firmadan yapılandırılmış anket ile toplanan veriler analiz edilmiştir. Araştırma sonucunda, firma çalışanlarının bilgi ve deneyimi, firmanın ihracat deneyimi, firmanın ihracat pazar bilgisi, firmanın ihracat bağlılığının pazarlama planlama yetenekleri ve ihracat performansı ile pozitif olarak ilişkili olduğu görülmektedir. Bunun yanı sıra, pazarlama planlama yeteneğinin de ihracat performansı ile pozitif ilişkili olduğu görülmektedir.

Anahtar Kelimeler

• İhracat Bilgisi, Pazarlama Planlama Yetenekleri, İhracat Performansı

The Impact of Firm’s Export Competencies on Export Performance

Öz

The purpose of this study is to investigate the impacts of employees’ export experience and knowledge, firms’ export experience, firms’ export market information, firms’ export commitment on marketing planning capabilities and export performance and the relationship between marketing planning capabilities and export performance. To test hypotheses the data were collected from a sample of 153 firms operating in the automotive part industry in Turkey via structured questionnaire. Results reveal that employees’ export experience and knowledge, firms’ export experience, firms’ export market information, firms’ export commitment are found to be positively related with the marketing planning capabilities and the export performance. Beside, marketing planning capability is found to be related positively with export performance.

Anahtar Kelimeler

• Export Knowledge, Marketing Planning Capabilities, Export Performance

Kaynakça

1. AABY, N., SLATER, S.F. (1989). “Management Influences on Export Performance: A Review of the Empirical Literature 1978-88”, International Marketing Review, 6 (4), 7-20.
2. AGARWAL, S., RAMASWAMI, S. N. (1992). “Choice of Foreign Market Entry Mode: Impact of Ownership, Location and Internationalization Factors”, Journal of Internarinal Business Studies, 23(1), 1-27.
3. AMBLER, T., STYLES, C., XIUCUN, W. (1999). “The Effect of Channel Relationships and Guanxi on the Performance of Interprovince Export Ventures in the People’s Republic of China”, International Journal of Research in Marketing, 16(1), 75-87.
4. AMINE, L. S., ÇAVUŞGİL, S. T. (1986). “Export Marketing Strategies in the British Clothing Industry”, Europan Journal of Marketing, 20(7), 21-33.
5. ATUAHENE-GIMA, K. (1995). “The Influence of New Product Factors on Export Propensity and Performance: An Empirical Analysis”, Journal of International Marketing, 3(2), 11-28.
6. BEAMISH, P., CRAIG, R., MCLELLAN, K. (1993). “The Performance Characteristics of Canadian versus U.K. Exporters in Small and Medium Sized Firms”, Management International Review, 33 (2), 121-137.
7. BILKEY, W. J. (1982). “Variables Associated with Export Profitability”, Journal of International Business Studies, 13(2), 39-55.
8. BORÇA, Güven. (2004). Pazarlama Reçeteleri, MediaCat Kitapları, İstanbul.

9. BRADLEY, Frank. (1999). International Marketing Strategy, Prentice Hall, UK.
10. BRADSHAW, R., BURRIDGE, M. (2001) “Practices of Successful Small and Medium-Sized Exporters: The Use of Market Information” Journal of Small Business and Enterprise Development, 8(3), 267-273.
11. BROWN, J. S., DUGUID, P. (1991) “Organizational Learning and Communities- of-Practice: Toward a Unified View of Working, Learning and Innovation”, Organizational Science, 2(1), 40-57.
12. CADOGAN, J. W., DIAMANTOPOULOS A., SIGUAW, J. A. (2002). “Export Market-Oriented Activities: Their Antecedents and Performance Consequences”, Journal of International Business Studies, 33(3), 615-627.
13. CHETTY, S. K. (1999). “Dimensions of Internationalization of Manufacturing Firms in The Apparel Industry”, European Journal of Marketing, 33(1/2), 121-142.
14. CHRISTENSEN, C. H., ROCHA, A., GERTNER, R. K. (1987). “An Empirical Investigation of the Factors Influencing Exporting Success of Brazilian Firms”, Journal of International Business, 18(3), 61-77.
15. ÇAVUŞGİL, S. T., ZOU, S. (1994). “Marketing Strategy – Performance Relationship: An Investigation of the Emprical Link in Export Market Ventures”, Journal of Marketing, 58, 1-21.
16. ÇAVUŞGİL, S. T., NEVIN, J. R. (1981). “Internal Determinants of Export Marketing Behaviour: An Empirical Investigation”, Journal of Marketing Research, 18(1), 114-119.
17. DAY, G. S. (1994). “The Capabilities of Market-Driven Organizations”, Journal of Marketing, 58(4), 37-51.
18. DEAN, D. L., MENGÜÇ , B., MYERS, C. P. (2000). “Revisiting Firm Characteristics, Strategy, and Export Performance Relationship: A Survey of The Literature and an Investigation of New Zealand Small Manufacturing Firms”, Industrial Marketing Management, 29, 461-477.
19. DIAMANTOPOULOS, A., NIKKOLAOS, K. (2007). “Managerial Assessments of Export Performance: Conceptual Framework and Empirical Illustration”, Journal of International Marketing, 15(3), 1-31.
20. DIAMANTOPOULOS, A., SCHLEGELMILCH , B. B., TSE, K.Y. (1993). “Understanding the Role of Export Promotion: Empirical Evidence and Research Needs”, European Journal of Marketing, 27(4), 5-18.
21. DOUNTHU, N., KIM, S. H. (1993). “Implications of Firm Controllable Factors on Export Growth”, Journal of Global Marketing, 7(1), 47-63.
22. ERIKSSON, K., JOHANSON, J., MAJKGARD, A., SHARMA, D. D. (1997). “Experiential Knowledge and Cost in the Internationalization Process”, Journal of International Business Studies, 28(2), 337-360.
23. ERRAMILLI, M. K. (1991). “The Experience Factor in Foreign Market Entry Behavior of Service Firms, Journal of International Business Studies, 22(3), 479- 501.
24. HULT, G. T. M. (1998). “Managing the International Strategic Sourcing Process as a Market-Driven Organizational Learning System”, Decision Science, 29(1), 193- 216.
25. IBEH, K. I. N. (2003). “On the Internal Drivers of Export Performance among Nigerian Firms: Empirical Findings and Implications”, Management Decision, 41(3), 217- 225.
26. JULIEN, P., RAMANGALAHY, C. (2003). “Competitive Strategy and Performance of Exporting SMEs: An Empirical Investigation of the Impact of Their Export Information Search and Competencies”, Entrepreneurship: Theory & Practice, 27(3), 227-245.
27. KATSIKEAS, C. S., PIERCY , N. F., IONNIDIS, C. (1996). “Determinants of Export Performance in a European Context”, Europan Journal of Marketing, 30(6), 6-35.
28. KOGUT, B., ZANDER, U. (1996). “What Firms Do? Coordination, Identity and Learning”, Organization Science, 7(5), 502-518.
29. KOGUT, B., ZANDER, U. (1992). “Knowledge of The firm, Combinative Capabilities, and The Replication of Technology”, Organization Science, 3(3), 383-397.
30. KOH, A. C. (1991). “Relationships Among Organisational Characteristics, Marketing Strategy and Export Performance”, International Marketing Review, 8(3), 46-60.
31. KORKMAZ, S., ESER , Z., ÖZTÜRK, S.A., IŞIN, F. B. (2009). Pazarlama: Kavramlar – İlkeler – Kararlar, Siyasal Kitabevi, Ankara.
32. KOTLER, P. (2005) A’dan Z’ye Pazarlama, (çev. Aslı Kalem Bakkal), İstanbul.
33. LAGES, L. F. (2000). “A Conceptual Framework of the Determinants of Export Performance: Reorganizing Key Variables and Shifting Contingencies in Export Marketing”, Journal of Global Marketing, 13(3), 29 - 51.
34. LAGES, L. F., MONTGOMERY, D. B. (2004). “Export Performance as an Actecedent of Export Commitment and Marketing Strategy Adaptation”, Europan Journal of Marketing, 38(9/10), 1186-1214.
35. LARSSON, R., BENGTSSON, L. HENRIKSSON, K., SPARKS, J. (1998). “The Interorganizational Learning Dilemma: Collective Knowledge Development in Strategic Alliances”, Organization Science, 9, 285-305.
36. LEONIDOU, L. C., KAMINARIDES, J. S., HADJIMARCOU, J. (2004). “An Analysis of U.S. Small and Medium-Sized Manufacturers’ International Business Relationships”, Thunderbird International Business Review, 46(5), 545-573.
37. LEONIDOU, L. C., KATSIKEAS, S. C., SAMIEE, S. (2002). “Marketing Strategy Determinants of Export Performance: A Meta Analysis”, Journal of Business Research, 51(1), 51-67.
38. LEONIDOU, L. C., KATSIKEAS, S. (1996). “The Export Development Process: An Integrative Review of Empirical Models”, Journal of International Business Studies, 27(3), 517-551.
39. LIDSTONE, J., MACLENNAN, J. (2007). İlaç Sektöründe Pazarlama Planı Nasıl Hazırlanır?, (Çev. Z. Yaman), İstanbul.
40. LORD, M. D., RANFT, L. (2000). “Organizational Learning About New International Markets: Exploring the Internal Transfer of Local Market Knowledge”, Journal of International Business, 31(4), 573-589.
41. MADSEN, T. K. (1989). “Successful Export Marketing Management: Some Empirical Evidence”, International Marketing Review, 6(4), 41-57.
42. MATUSIK, S. F., HILL, C. W. L. (1998). “The Utilization of Contingent Work, Knowledge Creation, and Competitive Advantage”, The Academy of Management Review, 23(4), 680-697.
43. MOLLER, K., ANTTILA, M. (1987). “Marketing Capability: A Key Success Factor in Small Business?”, Journal of Marketing Management”, 3(2), 185-203.
44. MOORMAN, C., SLOTEGRAAF, R. J. (1999). “The Contingency Value of Complementary Capabilities in Product Development”, Journal of Marketing Research, 36(2), 239-257.
45. MORGAN, N. A., KALEKA, A., KATSIKEAS, C. S. (2004). “Antecedents of Export Venture Performance: A Theoretical Model and Empirical Assessment”, Journal of Marketing, 68, 90-108.
46. MORGAN, N. A., ZOU, S., VORHIES, D. W., KATSIKEAS, C. S. (2003). “Experiental and Informal Knowledge, Architectural Marketing Capabilities and the Adaptive Performance of Export Ventures: A Cross-National Study”, Decision Science, 34(2), 287-321.
47. MORGAN, R. E. (1999). “Environmental Determinants of Export Decision Making: Conceptual İssues Regarding The Domestic Market”, Europan Business Review, 99(5), 323-331.
48. NAHAPIET, J., GHOSHAL, S. (1998). “Social Capital, Intellectual Capital, and the Organizational Advantage”, Academy of Management Review, 23(2), 242-266.
49. NAVARRO, A., LOSADA, F., RUZO, E., DİEZ, J. A. (2010). “Implications of Perceived Competitive Advantages, Adaptation of Marketing Tactics and Export Commitment on Export Performance”, Journal of World Business, 45(1), 49-58.
50. NONAKA, I. (1994). “A Dynamic Theory of Organizational Knowledge Creation”, Organizational Science, 5(1), 14-37.
51. O’CASS, A., JULIAN, C. (2003). “Examining Firm and Environmental Influences on Export Marketing Mix Strategy and Export Performance of Australian Exporters”, Europan Journal of Marketing, 37(3), 366-384.
52. ODABAŞI, Y. (2001). Pazarlama Planı Rehberi, KOSGEB Yayınları, Ankara.
53. OGUNMOKUN, G., NG, S. (2004). “Factors Influencing Export Performance in International Marketing: A Study of Australian Firms”, International Journal of Management, 21 (2), 172-184.
54. PAUWELS, P., MATTHYSSENS, P. (1999). “A Strategy Process Perspective on Export Withdrawal”, Journal of International Marketing, 7(3), 10-37.
55. PERÇİN, S. (2005) “İhracat Performansını Etkileyen Faktörlerin Belirlenmesi ve Firmaların İhracat Performans Ölçülerine Göre Sınıflandırılmasındaki Rolü: İSO 1000 Sanayi Firmaları Uygulaması”, Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9(1), 139-155.
56. REID, S. D. (1981). “The Decision-Maker and Export Entry and Expansion”, Journal of International Business Science, 12(2), 101-112.
57. RICHEY, R. G., MYERS, M. B. (2001). “An Investigation of Market Information in Export Channel Decisions: Antecedents and Outcomes”, International Journal of Physical Distiribution & Logistics Management, 31(5), 334-353.
58. SHOHAM, A. (2002). “Standardization of International Strategy and Export: A Meta-Analysis”, Journal of Global Marketing, 16(1), 97-120.
59. SHOHAM, A. (1998). “Export Performance: A Conceptualization and Empirical Assessment”, Journal of International Marketing, 6(3), 59-81.
60. SOUCHON, A. L., DIAMANTOPOULOS, A. (1996). “A Conceptual Framework of Export Marketing Information Use: Key Issues and Research Propositions”, Journal of International Marketing, 3(3), 49-71.
61. SPENCE, M. (2003). “Evaluating Export Promotion Programmes: UK Overseas Trade Mission”, Small Business Economics, 20(1), 83-103.
62. STEWART, D. B., MCAULEY, A. (2000). “Congruence of Domestic and Export Marketing Strategies: An Empirical Investigation of its Performance Implications”, International Marketing Review, 17(6), 563-585.
63. TEECE, D. J., PISANO, G., SHUEN, A. (1997). “Dynamic Capabilities and Strategic Management.”, Strategic Management Journal, 18(7), 509-533.
64. THARAKAN, M., VAN BEVEREN, I., VAN OURTI, T. (2005). “Determinants of India’s Software Exports and Goods Exports”, The Review of Economics and Statics, 84(4), 776-780.
65. THIRKELL, P. C., RAMADHANI, D. (1998). “Export Performance: Success Determinants for New Zealand Manufacturing Exporters”, European Journal of Marketing, 32(9/10), 813-829.
66. TSAI, W., GOSHAL, S. (1998). “Social Capital and Value Creation: The Role of Intrafirm Network” Academy of Management Journal, 41(4), 464-476.
67. URAL, T. (1996). İşletmelerin Dış Pazarlama Performansı ile Dış Pazarlama Stratejisi Değişkenleri Arasındaki İlişki ve Adana İli Dokuma Sanayii Üretici İşletmeleri Üzerine Bir Araştırma, Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi, Antakya.
68. WESTHEAD, P., BINKS, M., UÇBAŞARAN, D., WRIGHT, M. (2002). “Internationalization of SMEs: A Research Note”, Journal of Small Business and Enterprise Development, 9(1), 38-48.
69. VON KROGH, G., NONAKA, I., ABEN, M. (2001). “Making the Most of Your Company’s Knowledge: A Strategic Framework”, Long Range Planning, 34(4), 421-439.
70. YLI-RENKO, H., AUTIO, E., SAPIENZA, H. (2001). “Social Capital, Knowledge Acquisition, and Knowledge Exploitation in Young Technologybased Firms”, Strategic Management Journal, 22(6/7), 587-613.
71. YÜCEL, A., KARA, C. (2014). “İhracat Pazarlaması Stratejilerinin Firma Performansı Üzerine Etkileri: Elazığ’daki İhracat Firmaları Üzerine Bir Uygulama”, Fırat Üniversitesi Harput Araştırmaları Dergisi, 1(1), 149-172.
72. YÜCEL, A. (2006). İhracat Pazarlaması Stratejilerinin Firma Performansı Üzerine Etkileri Hazır Giyim Firma Firmaları Üzerine Bir Uygulama, Ankara Üniversitesi Sosyal Bilimler Enstitüsü Doktora Tezi, Ankara.
73. ZOU, S., STAN, S. (1998). “The Determinants of Export Performance: A Review of The Empirical Literature Between 1987 And 1997”, International Marketing Review, 15(5), 333-356.
74. ZOU, S., TAYLOR, C, OSLAND, G. E. (1998). “The EXPERF Scale: A Cross- National Generalized Export Performance Measure, Journal of International Marketing, 6(3), 37-58.