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

Yıl 2008, Cilt: 26 Sayı: 2, 183 - 211, 01.09.2008

Sabiha Kılıç

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

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