The Factors Affecting The Export Marketing Behaviour in Small and Medium Sized Enterprises

Öz

The aim of this study is to determine the factors affecting the export marketing behaviours of small and medium size enterprises that take part in machine manufacturing industry and to designate the roles of these factors for classifying the enterprises according to their export marketing performance dimensions. Within the frame of this aim the main part of this research consists of 63 small and medium size enterprises, 52 of which are exporters that take part in Çorum Machine Manufacturing Industry. Factor and Discriminant Analysis Methods have been used to discover the factors affecting the export marketing behaviours of enterprises and the roles of these factors for classifying the enterprises according to their export marketing performance dimensions.

 

As a result of Factor Analysis, the factors that affect the export marketing behaviour of enterprises have been stated as the managers’ perception of the benefits of export, export marketing strategies, environmental factors, business characteristics and the perception of export reasons of managers. As a results of Discriminant Analysis it is shown that the factors affecting the export marketing behaviours have important roles on about classifying the enterprises according to their export marketing performance dimensions.

 

Anahtar Kelimeler

• Small and medium enterprises(SME),export marketing,export marketing performance,export marketing behaviour,export performance dimensions

KÜÇÜK VE ORTA ÖLÇEKLİ İŞLETMELERDE İHRACAT PAZARLAMASI DAVRANIŞINI ETKİLEYEN FAKTÖRLER

Öz

Bu çalışmanın amacı, Makine İmalat Sanayii’nde faaliyet gösteren küçük ve orta ölçekli işletmelerin ihracat pazarlaması davranışlarını etkileyen faktörlerin belirlenmesi ve bu faktörlerin işletmelerin ihracat pazarlaması performans ölçülerine göre sınıflandırılmalarındaki rollerinin ortaya konulmasıdır. Bu amaç çerçevesinde araştırmanın ana kütlesi, Çorum Makine İmalat Sanayii’nde faaliyet gösteren 52’si ihracatçı 63 adet küçük ve orta ölçekli işletmeyi kapsamaktadır. İşletmelerin ihracat davranışlarını etkileyen faktörlerin belirlenmesi ve bu faktörlerin işletmelerin ihracat pazarlaması performans ölçülerine göre sınıflandırılmalarındaki rollerinin tespit edilmesi amacıyla faktör ve diskriminant analiz yöntemleri kullanılmıştır.

 

Faktör analizi sonucunda işletmelerin ihracat davranışlarını etkileyen faktörler; yöneticilerin ihracatın yararlarına ilişkin algıları, ihracat pazarlaması stratejileri, çevresel faktörler, işletme özellikleri ve yöneticilerin ihracat yapma nedenlerine ilişkin algıları olarak belirlenmiştir. Diskriminant analizi sonucunda, ihracat davranışını etkileyen faktörlerin işletmelerin ihracat pazarlaması performans ölçülerine göre sınıflandırılmalarında önemli rollerinin bulunduğu tespit edilmiştir.

 

Anahtar Kelimeler

• ihracat pazarlaması,ihracat pazarlaması performansı,ihracat pazarlaması davranışı,ihracat performans ölçüleri

Kaynakça

1. Aaby, N.E., S.F. Slater (1989) “Management Influences On Export Performance: A Review of The Empirical Literature 1978-88”, International Marketing Review, 6(4), 7-23.
2. Akgül, A, O. Çevik (2003) İstatistiksel Analiz Teknikleri: Spss’te İşletme Yönetimi Uygulamaları, Ankara, Emek Ofset.
3. Axınn, C. (1988) “Export Performance:Do Managerial Perceptions Make A Difference?”, International Marketing Review, 5(2), 61-71.
4. Baldauf, A., D.W. Cravens, W. Udo (2000) “Examining Determinants of Export Performance In Small Open Economies”, Journal of World Business, 35(1), 61-79.
5. Barrıos, S., H. Görg, E. Strobl (2003) “Explaining Firm’s Export Behavior: R&D, Spillovers And The Destination Market”, Oxford Bulletin of Economics And Statistics, 65(4), 475-496.
6. Baş, T. (2006) Anket Nasıl Hazırlanır Uygulanır Değerlendirilir?, Ankara, Seçkin Kitabevi.
7. Bılkey, W.J., G. Tesar .(1977) “The Export Behavior of Smaller-Sized Wisconsin Manufacturing Firms”, Journal of International Business Studies, Spring/Summer, 8, 93-98.
8. Bılkey, W.J. (1978) “An Attempted Integration of The Literature on the Export Behavior of Firms”, Journal of International Business Studies, Spring/Summer, 33-46.

9. Bılkey, W.J. (1970) Industrial Stimulation, Lexington M A, Heath Lexington.
10. Bılkey, W.J. (1982) “Variables Associated With Export Profitability”, Journal of International Business Studies, 12, Fall, 39-55.
11. Bjorkman, I., M. Forsgren (1997) “Nordic Contributions to International Business Research”, The Nature of The International Firm:Nordic Contributions To International Business Research, Ed. I. Bjorkman Vd., Copenhagen, Handelshφjskolens Forlag. Bonaccorssı, A. (1992) “On The Relationship Between Firm Size And Export Intensity”, Journal Of International Business Studies, 23(4), 605-635.
12. Brady, D.L., W.O. Bearden (1979) “The Effect Managerial Attitudes on Alternative Exporting Methods”, Journal of International Business Studies, 7, 79-84.
13. Brooks, M., P. Rosson (1982) “A Study of Export Behavior of Small And Medium-Sized Manufacturing Firms in Three Canadian Provinces”, Export Management, Ed. M. Czınkota Vd., New York, An International Context Praeger Publishers.
14. Brooks, M., P. Rosson (1982) “A Study of Export Behavior of Small And Medium-Sized Manufacturing Firms in Three Canadian Provinces”, Export Management, Ed. M. Czınkota Vd., New York, An International Context Praeger Publishers.
15. Calof, J., W. Vıvıers (1995) “Internationalization Behavior Of Small-And Medium-Sized South African Enterprises”, Journal of Small Business Management, 33(4), 71-79.
16. Calof, J., P. Beamısh (1995) “Adapting to Foreign Markets: Explaining Internationalization”, International Business Review, 4(2), 115-131.
17. Calof, J.L. (1997) “The Relationship Between Firm Size and Export, Behavior Revisited”, Journal of International Business Studies, 25(2), 367-387.
18. Cavıello, N.E., A. Mcauley (1999) “Internationalization And The Smaller Firm: A Review of Conteporary Empirical Research”, Management International Review, 39(3), 223-256.
19. Cengiz, E. (2002) Uluslararası Pazarlamada Promosyon, İstanbul, Der Yayınları.
20. Chetty, S.K., R.T. Hamılton (1993) “Firm-Level Determinants Of Export Performance: A Meta-Analysis”, International Marketing Review, Issue 3, 10(3)26-34.
21. Chrıstensen, C.H., A. Darocha, R. Gertner (1987) “An Empirical Investigation of The Factors Influencing Exporting Success of Brazilian Firms”, Journal of International Business Studies, 17(3), 61-77.
22. Czınkota, M.R., W.J. Johnston (1983) “Exporting: Does Sales Volume Make A Difference?”, Journal of International Business Studies, 14(1), 147-153.
23. Çavuşgil, S.T., J. Naor (1987) “Firm And Management Characteristics As Discriminators For Export Behavior”, Journal of Business Research, 15(3), 221-235. Çavuşgil, S.T., S. Zou (1994) “Marketing Strategy-Performance Relationship: An Investigation of The Empirical Link In Export Market Ventures”, Journal of Marketing, 58, 1-21.
24. De Luz, M. (1993) “Relationship Between Export Strategy Variables And Export Performance For Brazil-Based Manufacturers”, Journal of Global Marketing, 7(1), 87-110.
25. Dıchtl, E., H.G. Koeglmayer, S. Mueller (1990) “International Orientation As A Preconition For Export Success”, Journal of International Business Studies, 21(1), 23-41.
26. Edwards, R., A. Abraham, S. Petrovıc-Lazarevıc (2005) “Computational Intelligence To Model The Export Behavior of Multinational Corporation Subsidiaries In Malaysia”, Journal of The American Society For Infarmation Science And Technology, 56(11), 1177-1186.
27. Eshghı, A. (1992) “Attitude-Behaviour Inconsistency In Exporting”, International Marketing Review, 9(3), 40-61.
28. Fagerberg, J. (1988) “International Competitiveness”, Economic Journal, 98,355-374.
29. Fenwıck, I., L. Amıne (1979) “Export Performance and Export Policy: Evidence From The U.K. Clothing”, The Journal of Operational Research Society, 30(8), 747-754.
30. Ford, I. D., L.C. Leonıdou (1991) “Research Development In International Marketing: A European”, New Perspectives on International Marketing, Ed. S.J. Palıwoda, London, Routledge, 3-32.
31. Greenhalgh, Ch (1990) “Innovation And Trade Performance In The United Kingdom”, Economic Journal, 100, 105-118.
32. Haar, J., M. Ortız-Buonafına (2002) “Entrepreneurial Exporters: The Canadian Experience”, The International Trade Journal, 16(1), Spring, 33-71.
33. Hoang, P.B. (1998) “A Causal Study F Relationships Between Firm Characteristics, International Marketing Strategies And Export Performance”, Management International Review, 38(1), 73-93.
34. Joynt, P. (1982) “An Empirical Study of Norwegian Export Behaviour”, Export Management: An International Context, Ed. M. R. Czınkota Vd., New York, Praeger, N. Y.
35. Jullıan, C.C. (2003) “Export Marketing Performance: A Study of Thailand Firms”, Journal of Small Business Management, 42(2), 213-221. Katsıkeas, C.S., L.C. Leonıdou, N.A. Morgan. (2000) “Firm-Level Export Performance Assesment: Review, Evaluation And Development”, Journal of The Academy of Marketing Science, 28(4), 493-511.
36. Kaynak, E., W.K. Kuan, (1993) “Environment, Strategy, Structure And Performance in The Context of Export Activity: An Empirical Study of Taiwanese Manufacturing Firms”, Journal of Business Research, 49, 27-33.
37. Kedıa, B.L., J. Chhokar (1985) “The Impact of Managerial Attitudes on Export Behavior”, American Journal of Small Business, 9(3), 7-17.
38. Leonıdou, L.C. (1995) “Export Barriers: Non-Exporters’ Perceptions”, International Marketing Review, 12(1), 4-25.
39. Madsen, T.K. (1989) “Successful Export Marketing Management: Some Empirical Evidence”, International Marketing Review, 16(4), 41-57.
40. Mcnaughton, R.B. (2001) “The Export Mode Decision-Making Process in Small Knowledge-Intensive Firms”, Market Intelligence And Planning, 19, 12-20.
41. Mıesenbock, K. (1988) “Small Business And Internationalisation: A Literature Review”, International Small Business Journal, 6(1), 42-61.
42. Morales, F.X.M., M.M.T. Fernandez. (2004) “How Much Difference is There Between Industrial District Firms? A Net Value Creation Approach”, Research Policy, 33, 473-486.
43. Naıdu, G.M., K.V. Prasad (1994) “Predictors of Export Strategy And Performance of Small and Medium Sized Firms”, Journal of Business Research, 31, 107-115.
44. Nakip M. (2006) Pazarlama Araştırmaları, Ankara, Seçkin Kitabevi.
45. Nassımbenı, G. (2001) “Technology, Innovation Capacity, And The Export Attitude Of Small Manufacturing Firms: A Logit/Tobit Model”, Research Policy, 30(2), 245-263.
46. Ogram, E.W. (1982) “Exporters And Non-Exporters: A Profile Of Small Manufacturing Firms In Georgia”, Export Management An International Context, Ed. M. R. Czınkota Vd., New York, Praeger, 70-84.
47. Okoroafo, S., L.C. Russow (1993) “Impact of Marketing Strategy on Performance: Empirical Evidence From A Liberalized Developing Country”, International Marketing Review, 10(1), 4-18.
48. Ortız-Buonafına, M. (1985) “Profiling Exporter And Non-Exporters of Services: An Exploratory Investigation”, Akron Business And Economic Review, 16(3), 36-41. Özcan, M. (1996) Küçük ve Orta Ölçekli İşletmelerde Pazarlama, İstanbul, Ekin Kitabevi.
49. Özdamar, K. (2002) Paket Programlar İle İstatistiksel Veri Analizi Iı, Eskişehir, Kaan Kitabevi.
50. Pirtini S., M. Melemen (2004) İhracat Uygulamaları Pazarlama Yönlü Bir Yaklaşım, İstanbul, Türkmen Kitabevi.
51. Robertson, C., S.K. Chetty (2000) “A Contingency-Based Approach To Understanding Export Performance”, International Business Review, 9(2), 211-235.
52. Schlegelmılch, B.B. (1986) “Controlling Country-Specific and Industry Spesific Influences On Export Behaviour”, European Journal of Marketing, 20(2), 54-72.
53. Shoham, A. (1996) “Marketing-Mix Standardization: Determinants of Export Performance”, Journal of Global Marketing, Issue 2, 10(2)53-73.
54. Shoham, A. (1999) “Export Performance: A Conceptualization and Empirical Assessment”, Journal Of International Marketing, 6(3), 59-81.
55. Shoham, A. (2000) “Firm Orientations: do the Five Orientations Affect Export Performance?”, Journal of Global Marketing, 14(3), 31-47.
56. Sımmonds, K., H. Smıth (1968) “The First Export Order: A Marketing Innovation”, British Journal of Marketing, 2, 93-100.
57. Smıth, A., C. Zeıthaml (1999) “The Intervening Hand: Contemporary International Expansion Processes of The Regional Bell Operating Companies”, Journal of Managmenet Inquiry, 8(1), 34-64.
58. Sterlacchını, A. (1999) “Do Innovate Activities Matter To Small Firms In Non-R&G-Intensive Industries? An Application to Export Performance”, Research Policy, 28, 819-832.
59. Sterlacchını, A. (2001) “The Determinants Of Export Performance: A Firm-Level Study Of Italian Manufacturing”, Weltwirtschaftliches Archiv, 137(3), 450-472.
60. Swıft, J. (1991) “Foreign Language Ability And International Marketing”, European Journal of Marketing, 25(12), 36-49.
61. Tesar, G., J.S. Tarleton (1982) “Comparison of Wisconsin and Virginia Small - and Medium – Sized Exporters: Aggressive And Passive Exporters”, Export Management: An International Context, Ed. M. R. Czınkota Vd., New York, Praeger, 1982, 85-112. Thırkell, C.P., R. Dau (1998) “Export Performance: Success Determinants For New Zealand Manufacturing Exporters”, European Journal of Marketing, 32(9/10), 813-829.
62. Tookey, D.A. (1964) “Factors Associated with Success in Exporting”, Journal of Management Studies, March, 48-66.
63. Walters, P.G. P., S. Samıee (1990) “A Model For Assessing Performance In Small U.S. Exporting Firms”, Entrepreneurship Theory and Practice, Winter, 33-50.
64. Westhead, P., S. Batstone, F. Martın (2000) “Technology-Based Firms Located on Science Parks: The Applicability of Bullock’s ‘Soft-Hard’ Model”, Enterprise&Innovation Management Studies, 1(2), 107-139.
65. Whıte, S.D., D.A. Grıffıth, J.K. Jrryans. (1998) “Measuring Export Performance In Service Industries”, International Marketing Review, 15(3), 188-204.
66. Wıckramasekera, R., E. Oczkowskı (2004) “Key Determinants of The Stage of Internationalisation of Australian Wineries”, Asia Pacific Journal of Management, 21, 425-444.
67. Wood, W. (1982) “Retrieval of Attittude Relevant Information From Memory: Effects on Susceptibility to Persuasion and Intrinsic Motivation”, Journal of Personality and Social Psychology, 42, May, 798-810.
68. Yeoh, P.L., I. Jeong. (1995) “Contingency Relationships Between Entrepreneurship, Export Channel Structure and Environment: A Proposed Conteptual Model of Export Performance”, European Journal Of Marketing, 29(8), 95-115.
69. Türkiye İstatistik Kurumu (2007), “Aylık İstatistikler”, Http://Www.Tuik.Gov.Tr (Erişim Tarihi: 27.03.2007).
70. Makine Mühendisleri Odası (2007), Http://Wwwmmo.Org.Tr (Erişim Tarihi: 17.03.2007).