بررسی نقش دانش شناخت بازارهای خارجی بر رابطه بین بسته بندی و استانداردهای بین المللی بر عملکرد صادراتی محصولات دانش بنیان

در حالی که مطلوبیت انطباق بازاریابی در مقابل استانداردسازی مدت‌هاست که در محافل دانشگاهی و تجاری مورد بحث قرار گرفته است، مطالعات تجربی در مورد شرایطی که تحت آن هر استراتژی مناسب می‌شود، نادر بوده است. بنابراین هدف از انجام این تحقیق، بررسی نقش تعدیلگری دانش و شناخت بازارهای خارجی بر رابطه بین بستهبندی و استاندارد بین المللی محصولات شرکتهای تولیدی دانش بنیان سه استان تهران، خراسان رضوی و اصفهان بر عملکرد صادراتی میباشد. روش تحقیق از نوع توصیفی – پیمایشی میباشد. دادههای بدست آمده در این پژوهش از طریق پرسشنامه و به روش نمونهگیری تصادفی طبقهای از بین مدیران شرکتهای این سه استان جمعآوری شده و با استفاده ازنرم افزار pls و 18SPSS مورد تجزیه و تحلیل قرار گرفته است. همچنین برای روایی پرسشنامه از روایی صوری و سازه و برای پایایی آن از ضریب آلفای کرونباخ استفاده گردیده است و در نهایت، یافتههای حاصل از این پژوهش نشان داده است که بستهبندی و استاندارد بینالمللی محصولات بر عملکرد صادراتی تاثیر مثبتی دارد. همچنین دانش و شناخت بازارهای خارجی بر رابطه بین بستهبندی محصولات بر عملکرد صادراتی تعدیلگری میکند ولی در رابطه بین استانداردهای بینالمللی محصولات بر عملکرد صادراتی، دانش و شناخت بازارهای خارجی نقش تعدیلگری ندارد.

دسته‌بندی‌ها: فصلنامه کارآفرینی- دوره اول 1402- شماره 3

برچسب‌ها: export performance، international product standard، knowledge and recognition of foreign markets، knowledge-based companies، product packaging، استاندارد بین المللی محصولات، بسته بندی محصولات، دانش و شناخت بازارهای خارجی، شرکت های دانش بنیان، عملکرد صادراتی

پریسا روغنی

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پریسا روغنی 1402/03/30

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دیدگاه

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