نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار دانشگاه شهید چمران اهواز
2 کارشناسی ارشد مدیریت بازرگانی- گرایش بازاریابی، دانشگاه شهید چمران اهواز
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Understanding of product– market strategies has created a serious challenge for the researchers in the field of market strategic management. These researchers need information on the firm's competitors and internal capabilities such as marketing capabilities in order to understand product– market strategy. However, the relationship between firms' product- market strategies and their market performance and marketing capabilities has been less studied. This study seeks to investigate the effect of different dimensions of product- market strategy including cost leadership, differentiation and product- market scope on the architectural and specialized marketing capabilities and their impact on the market performance. The statistical population, in this research, is included the exporter and importer firms of customs of islamic republic of iran. A questionnaire used to collect data needed to test eight hypotheses of this study. The questionnaire is distributed among 401 exporter and importer firms representatives from four customs surveillance area (Hormozgan, Khuzestan, Sistan-Baluchestan and Bushehr). SPSS and LISREL are used for model analysis and hypotheses verification. The results of the analysis showed that the effect of strategy of cost leadership, differentiation and product-market scope on the architectural and specialized marketing capabilities are significant and positive. Also, both architectural and specialized marketing capabilities have significant positive relation with market performance. Additionally, the results of the model test showed that the research model fits well.
کلیدواژهها [English]
)