İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ

Atilla Yücel

doi:10.18069/firatsbed.538680

İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ

Abstract

Küreselleşme ihracatı birçok firma için önemli bir faaliyet haline getirmektedir. Bu nedenle, firmaların dış pazarlarda başarılı olabilmesi için, ihracat performansını etkileyen faktörlerin belirlenmesi önemli bir unsur olarak ortaya çıkmaktadır. Firmaların ihracat performansını ve başarısını etkileyen temel belirleyiciler ve tanımlayıcı faktörler birçok çalışmada ele alınmakla beraber özellikle ihracat performansını etkileyen değişkenler 5 temel grupta incelenmiştir: Yönetsel Faktörler, örgütsel faktörler, çevresel faktörler, hedef pazar seçimi, standardizasyon ve adaptasyon kararlarını da içeren pazarlama karması değişkenleridir. Firmaların ihracat pazarlaması mantığıyla dış pazarlarda başarılı olmalarında ve istenilen performansa ulaşabilmelerinde uygulayacakları pazarlama stratejilerinin rolü büyüktür. Bu çalışmada; ihracat faaliyetinde bulunan firmaların pazarlama stratejileri ile performansları arasındaki ilişkiler incelenmiştir. İhracat pazarlaması stratejileri, pazarlama karması elemanları (ürün, fiyat, dağıtım, tutundurma), pazarlama karmasının adaptasyonu ve standardizasyonu kararları ve ihracat hedef pazar değişkenleri ( pazar seçimi ve bölümlendirme) çerçevesinde ele alınarak farklı performans boyutları ile ilişkileri belirlenmeye çalışılmıştır.

Keywords

İhracat,İhracat stratejileri,Pazarlama Stratejileri,İhracat Performansı,Firma Performansı

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Details

Primary Language

Turkish

Subjects

-

Journal Section

Research Article

Authors

Atilla Yücel ^*

Publication Date

January 31, 2019

Submission Date

November 14, 2018

Acceptance Date

January 2, 2019

Published in Issue

Year 2019 Volume: 29 Number: 1

DOI

https://doi.org/10.18069/firatsbed.538680

IZ

https://izlik.org/JA82YM93LA

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RIS / Bibtex

APA

Yücel, A. (2019). İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ. Firat University Journal of Social Sciences, 29(1), 205-225. https://doi.org/10.18069/firatsbed.538680

AMA

1.Yücel A. İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ. Firat University Journal of Social Sciences. 2019;29(1):205-225. doi:10.18069/firatsbed.538680

Chicago

Yücel, Atilla. 2019. “İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ”. Firat University Journal of Social Sciences 29 (1): 205-25. https://doi.org/10.18069/firatsbed.538680.

EndNote

Yücel A (January 1, 2019) İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ. Firat University Journal of Social Sciences 29 1 205–225.

IEEE

[1]A. Yücel, “İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ”, Firat University Journal of Social Sciences, vol. 29, no. 1, pp. 205–225, Jan. 2019, doi: 10.18069/firatsbed.538680.

ISNAD

Yücel, Atilla. “İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ”. Firat University Journal of Social Sciences 29/1 (January 1, 2019): 205-225. https://doi.org/10.18069/firatsbed.538680.

JAMA

1.Yücel A. İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ. Firat University Journal of Social Sciences. 2019;29:205–225.

MLA

Yücel, Atilla. “İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ”. Firat University Journal of Social Sciences, vol. 29, no. 1, Jan. 2019, pp. 205-2, doi:10.18069/firatsbed.538680.

Vancouver

1.Atilla Yücel. İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ. Firat University Journal of Social Sciences. 2019 Jan. 1;29(1):205-2. doi:10.18069/firatsbed.538680

İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ

İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ

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