Analyzing the Impact of Export Orientations on Export Performance Through Innovation and Internationalization: The Mediation-Moderation Model

Document Type : Research Paper

Authors

1 Department of Management, Kish International Branch, Islamic Azad University, Kish Island , Iran

2 Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran

3 Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran Iran

Abstract

The present research aims to explore the relation between export strategic orientation – including export market orientation and export learning orientation – and export performance by investigating the mediating role of innovation and the moderating role of internationalization. The food and agricultural products exporting firms participating in the 26th International Agrofood Exhibition in Tehran are considered as the statistical population, estimated 760 domestic firms. Finally, 296 questionnaires were filled by export managers, business managers, employees of business and export departments, and executives. The sampling method was systematic random sampling. Data were analyzed by structural equation modeling (SEM) using Smart PLS software. Results show that the rise in export market orientation and innovation are associated with the increase in the export performance. Moreover, the research indicates that while export learning orientation decreases export performance directly, the export performance tends to increase if export learning orientation leads to a high level of innovation. In addition, innovation was found to mediate partially the relationship between both aspects of strategic orientations and export performance. Finally, the moderating effect of the degree of internationalization in the relationship between export market orientation and export performance is confirmed.

Keywords

Main Subjects


Article Title [فارسی]

تحلیل تأثیر جهت گیری های صادراتی بر عملکرد صادرات از طریق نوآوری و بین المللی سازی: مدل میانجیگری-تعدیلگری

Authors [فارسی]

  • علی کاظمی 1
  • علیرضا روستا 2
  • عبدالله نعامی 3
1 گروه مدیریت، واحد بین المللی کیش، دانشگاه آزاد اسلامی، جزیره کیش، ایران
2 گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران
3 گروه مدیریت بازرگانی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران
Abstract [فارسی]

پژوهش حاضر با هدف بررسی نقش میانجیگری نوآوری و همچنین تاثیر تعدیلگر بین المللی سازی در ارتباط میان جهت گیریهای استراتژیک صادرات، از جمله جهت گیری بازار صادرات و جهت گیری یادگیری صادرات با عملکرد صادرات انجام شده است. شرکت های صادر کننده مواد غذایی و محصولات کشاورزی شرکت کننده در بیست و ششمین نمایشگاه بین المللی کشاورزی و صنایع غذایی در تهران (760 شرکت) به عنوان جامعه آماری این پژوهش در نظر گرفته شده است. در مجموع 296 پرسشنامه با استفاده از روش نمونه گیری تصادفی سیستماتیک به وسیله مدیران صادرات، مدیران بازرگانی، مدیران اجرایی و کارکنان بخش صادرات تکمیل و با استفاده از نرم افزار Smart PLS و با اتکا به مدلسازی معادلات ساختاری SEM) ) مورد تجزیه و تحلیل قرار گرفت. نتایج نشان می دهد که افزایش جهت گیری بازار صادرات و نوآوری با افزایش عملکرد صادرات همراه است. علاوه بر این ، نتایج این مطالعه نشان می دهد که گرچه جهت گیری یادگیری صادرات عملکرد صادرات را به طور مستقیم کاهش می دهد، اگر گرایش یادگیری صادرات منجر به سطح بالایی از نوآوری شود، عملکرد صادرات تمایل به افزایش می یابد. نوآوری واسطه جزیی در رابطه بین هر دو جنبه جهت گیری های استراتژیک و عملکرد صادرات است. سرانجام ، تأثیر تعدیلگر بین المللی سازی در ارتباط بین جهت گیری بازار صادرات و عملکرد صادرات تأیید شد.

Keywords [فارسی]

  • جهت گیری بازار صادرات
  • جهت گیری یادگیری صادرات
  • عملکرد صادرات
  • بین المللی سازی
  • نوآوری
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