Analysis of The Relationship Between Use of Information Communication Technologies (ICTU), Proactive Export Market Development Capabilities and Export Performance

Öz

The aim of this study is to contribute to the literature by examining the relationship between the use of information communication technologies (ICT) (Web 2.0 and network software), proactive export market development capabilities and export performance. In order to achieve this aim, a model consisting of Web 2.0 and network software usage, proactive export market development capability and export performance variables has been established within the scope of information communication technologies. In this context, an application was carried out by using convenience sampling method and online survey method with 83 exporting enterprises in Konya and Karaman Organized Industrial Zones. The obtained data were analyzed using the least squares method structural equation modeling. According to the findings, the result of our research is that Web 2.0 technologies, which is the sub-dimension of the ICT usage scale, have an effect on the ability to develop proactive export market and as a result, the export performance will increase.

Anahtar Kelimeler

• Use of Information Communication Technologies (ICTU)
• Strategic Marketing Capability
• Marketing Mix Capability
• Market Orientation Ability
• Export Performance

Bilgi İletişim Teknolojileri (BİT) Kullanımı, Proaktif İhracat Pazarı Geliştirme Yetenekleri ve İhracat Performansı Arasındaki İlişkinin İncelenmesi

Öz

Bu çalışmanın amacı, bilgi iletişim teknolojileri (BİT) kullanımı (Web 2.0 ve ağ yazılımı), proaktif ihracat pazarı geliştirme yetenekleri ve ihracat performansı arasındaki ilişkiyi inceleyerek literatüre katkı sağlamaktır. Bu amaca ulaşmak için bilgi iletişim teknolojileri kapsamında Web 2.0 ve ağ yazılımı kullanımı, proaktif ihracat pazarı geliştirme yeteneği ve ihracat performansı değişkenlerinden oluşan bir model kurulmuştur. Bu kapsamda, Konya ve Karaman illeri Organize Sanayi Bölgelerinde ihracat yapan 83 işletme ile kolayda örnekleme yöntemi kullanılarak, çevrimiçi anket aracılığyla bir uygulama gerçekleştirilmiştir. Elde edilen veriler, en küçük kareler yöntemi yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Elde edilen bulgulara göre, BİT kullanımı ölçeğinin alt boyutu olan Web 2.0 teknolojilerinin proaktif ihracat pazarı geliştirme yeteneği üzerinde etkili olduğu ve bunun sonucunda da ihracat performansının artacağı bulgusu araştırmamız sonucunda elde edilmiştir.

Anahtar Kelimeler

• Bilgi İletişim Teknolojileri (BİT) Kullanımı
• Stratejik Pazarlama Yeteneği
• Pazarlama Karması Yeteneği
• Pazar Yönelim Yeteneği
• İhracat Performansı

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