Identifying the Factors Affecting Export of Technology-Based Products by Entrepreneurial and Market Oriented Approach

Document Type : Research Paper

Authors

shahed universiti

Abstract

Extending the export of high technology-based products is one of the most important goals of long term strategy of the country’s export development. In the present study, the main structures influencing the success of exportation through intangible resources (market orientation and entrepreneurial orientation) and the role of dynamism of export target market are investigated by considering the resource-based approach. The research objective was applicable and the research type was analytical survey. The research population included all 15 technology-based firms exporting goods in Pardis Technology Park. In this study, dimensions of the factors contributing to the entrepreneurship orientation and market orientation structures of exportation  were identified based on literature, then the role of these factors in the success of technology-based products exportation were validated through interviews with managers. In order to identify relationships and model making, interpretive structural modeling method and Dematel techniques were used and relations between the factors and their interpretive structural modelling was extracted. Finally the efficient role of intelligent market orientation approach and the efficient role of innovation from the entrepreneurship orientation structure on improving the export performance of technology-based companies were elicited

Keywords


آذر، عادل، خسروانی، فرزانه و رضا جلالی (1392)، تحقیق در عملیات نرم، رویکردهای ساختاردهی مسئله، چاپ اول، تهران، انتشارات سازمان مدیریت صنعتی.
اعرابی، سیدمحمد و مهدی سلطان محمدی (1388)، «تأثیر بازارگرایی بر عملکرد شرکت‌های ایرانی فعال در بازار بورس تهران»، مطالعات مدیریت بهبود و تحول، شمارة 59: 1- 26.
حسن‌پور، یوسف (1392)، توسعه صادرات کالاهای با فناوری بالا: سیاست‌ها و اقدامات، چاپ اول، تهران، مؤسسه مطالعات و پژوهش‌های بازرگانی.
رحمان‌سرشت، حسین و محبوبه حبیبی بدرآبادی (1393)، «الگویی برای کنترل راهبردی در شرایط گسست محیطی»، پژوهشنامه بیمه، سال اول، شمارة 29: 53- 78.
رمضانپور نرگسی، قاسم، رمضانپور نرگسی، سمیه و علی غفاری (1394)، «عوامل کلیدی مؤثر بر توسعه کارآفرینی فناورانه در شرکت‌های دانش‌بنیان مستقر در پارک‌های علم و فناوری ایران»، توسعه کارآفرینی، دورة هشتم، شمارة 4، 749- 766.
کاظمی، مصطفی و سمیرا پور (1391)، «بررسی تأثیر کارآفرینی و کسب‌وکارمحوری بر نوآوری و ارزش مشتری»، نشریة تحقیقات بازاریابی نوین، شمارة 5، 51- 68.
محمدی، علی و یاسر امیری (1391)، «ارائه مدل ساختاری تفسیری دستیابی به چابکی از طریق فناوری اطلاعات در سازمان‌های تولیدی»، مدیریت فناوری اطلاعات، شمارة 13، 115- 134.
D’Angelo, A. (2012). “Innovation and export performance: A study of Italian high-tech SMEs”, Springer Science+Business Media J Manag Gov, 16(3): 393– 423.
Artopoulos, A., Friel, D. & Juan Carlos, H. (2013). “Export emergence of differentiated goods from developing countries: Export pioneers and business practices in Argentina”, Journal of Development Economics, Vol 105, Pages 19–35. 105: 19– 35.
Balabanis, GI & Katsikea, ES (2003). “Being an entrepreneurial exporter: Does it pay?” International Business Review,12(2): 233– 252.
Bianchi, M (2010). “Credit constraints, entrepreneurial talent, and economic development”, Small Business Eco­nomics, 34(1): 93– 104.
Boso, N., Cadogan, J. W. & Story, V. M. (2012). “Entrepreneurial orientation and market orientation as drivers of product innovation success: A study of exporters from a developing economy”, International Small Business Journal, 31(1): 57– 81.
Cadogan, J., Diamantopoulos, A. & Siguaw, J. (2002). “Export market-oriented activities: Their antecedents and performance consequence”, Journal of International Business Studies, 33(3): 615- 626.
Cavusgil, T. & Zou, S. (1994). “Marketing strategy-performance relationship: An investigation of the empirical link in export market ventures”, Journal of Marketing, 58(1): 1– 21.
Chen. Y. S., Lin, M. J. J. & Chang, C. H. (2009). “The positive effects of relationship learning and absorptive capacity on innovation performance and competitive advantage in industrial markets”, industrial marketing management, 38(2):152- 158.
Chung, H. F. L. (2012). “Export market orientation, managerial ties, and performance”, International Marketing Review, 29(4): 403- 423.
Covin, J. G. & Slevin, D. P. (1991). “A conceptual model of entrepreneurship as firm behavior, Entrepreneurship Theory and Practice, 16(1): 7– 25.
Crittenden, V. L., Crittenden, W. F., Ferrell, L. K., Ferrell, O. C. & Pinney, C. C. (2011). “Market-oriented sustainability: A conceptual framework and propositions”, Journal of the Academy of Marketing Science, Vol: 39, Issue 1, pp 71–85.
Esteve-Pe´rez, S. & Rodrı´guez, D. (2013). “The dynamics of exports and R&D in SMEs”, Small Bus Econ, Vol: 41, Issue 1, pp 219–240.
Freeman, J., Styles, C. & Lawley, M. (2012). “Does firm location make a difference to the export performance of SMEs?” Int Mark Rev, 29(1): 88– 113.
Fryges, H. (2009). “Internationalisation of technology-oriented firms in Germany and the UK”, Small Bus Econ, vol. 33, issue 2, pp 165-187.
Acikdilli, G. (2013). “The Effect of Marketing Capabilities and Export Market Orientation on Export Performance”, Interdisciplinary Journal of contemporary research in business, Institute of Interdisciplinary Business Research, 5(6): 30- 59.
Garvey, D. & Brennan, L. (2006). “The internationalization of indigenous Irish software technology companies: An exploratory study”, Irish Journal of Management, 26(2): 81− 108.
Godwin, M., Joseph. M. & Muhammed Ngoma (2013). “Export market orientation, innovation and performance of fruit exporting firmes in Uganda”. European Scientific Journal, 9(4): 295- 313.
Harcharanjit, S. & Rosli, M. (2013). “Determining the Effect of Export Market Orientation on Export Performance of Small and Medium Enterprises in Malaysia: An Exploratory Study”, Advances in Management & Applied Economics,3(6): 223-232.
Haverila, M. J. (2013). “Marketing variables when launching high-technology products into international markets: An empirical study on Finnish technology firms”, Journal of High Technology Management Research, 24: 1– 9.
Jaworski, B. J. & Kohli, A. K. (1993). “Market orientation: Antecedents and consequences, Journal of Marketing, 57(3): 53- 70.
Jones, M. (2001). “First steps in internationalization Concepts and evidence from a sample of small high-technology firms”, Journal of International Management, Vol: 7, Issue 3, pp 191–210.
Kohli, A. K. & Jaworski, B. J. (1990). “Market orientation: The construct, research proposition and managerial implications”, Journal of Marketing, 54(4): 1– 18.
Kozlenkova, I. V., Samaha, S. A. & Palmatier, R. W. (2014). “Resource-based theory in marketing”, J. of the Acad. Mark. Sci, 42(1): 1- 21.
Kwon, Y. C. (2010). “Market orientation of Korean MNC subsidiaries and their performance in the Chinese and Indian markets”, International Marketing Review,27(2): 179– 199.
Leonidou, L. C., Katskeas, C. S. & Samiee, (2002). “Marketing strategy determinants of export performance: A Meta-Analysis”, Journal of Business Research, Vol: 55, Issue 1, pp 51–67.
Lumpkin, G. T. & Dess, G. G. (1996). “Clarifying the entrepreneurial orientation construct and linking it to performance”, Academy of Management Review, 21(1): 135– 172.
Luo, X., Sivakumar, K. & Liu, S. (2005). “Globalization, Marketing Resources, and Performance: Evidence from China”, Journal of the Academy of Marketing Science, 33(1): 50- 65.
Marisalvo, S. (2010). “A Contribution to the Study of Innovative Companies in Brazil”, Imperial College London Business School, Summer Conference June 16 – 18.
Mejri, K. & Umemoto, K. (2010). “Small- and medium-sized enterprise internationalization: Towards the knowledge-based model”, J Int Entrep, Volume 8, Issue 2, pp 156–167.
Menguc, B. & Auh, S. (2006). “Creating a Firm-Level Dynamic Capability through Capitalizing on Market Orientation and Innovativeness”, Journal of the Academy of Marketing Science, 34(1): 63- 73.
Merlo, O.&Auh, S. (2009). “The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance”, Market Lett, Vol 20, Issue 3, pp 295–311.
Mohr, J. & Shooshtari, N. H. (2003). “Introduction to the Special Issue: Marketing of high- technology innovations”, Journal of Marketing Theory and Practice, 11(3): 1- 12.
Monferrer, D., Blesa, A. & Ripoll´es. Mar´ıa (2012). “InternationalMarket Orientation andManagement Capabilities as Determinants of the New Ventures’ International Behaviour”, Hindawi Publishing Corporation Economics Research International, (2012) Vol 2012 (2012), Article ID 623685, 14 pages.
Narver, J.&  Slater, S. (1990). “The Effect of a Market Orientation on Business Profitability”, Journal of Marketing, Vol. 54, No. 4 , pp. 20-35.
Nasution, H. N., Mavondo, F. T., Matanda, M. J. & Ndubisi, N. O. (2011). “Entrepreneurship: its relationship with market orientation and learning oriention as antecedents to innovation and customer value”, Industrial marketing management, 40(3):336-345.
Ojala, A. & Tyrvainen, P. (2007). “Entry barriers of small and medium-sized software firms in the Japanese market”, Thunderbird Int Bus Rev, 49(6): 689– 705.
Rajdeep, G. et al., (2013). “Environments, unobserved heterogeneity, and the effect of market orientation on outcomes for high-tech firms”, J. of the Acad. Mark. Sci. 41(2): 206– 233.
Sciascia, S., Naldi, L. & Hunter,E. (2006). “Market orientation as determinant of entrepreneurship: An empirical investigation on SMEs”. Entrepreneurship Mgt, 2: 21– 38.
Soti, A., Goel, R. K., Shankar, R. & Kaushal, O. P. (2010). Modeling the Enablers of Six Sigma using Interpretive Structural Modeling, journal of modeling in management, 5(2): 124- 141.
Sperry, R. & Jetter, A. (2009). “Theoretical framework for managing the front end of innovation under uncertainty”, PICMET Proceedings, Portland, Oregon USA, (Retrievedfrom:
Wood, A., Logar, C. M., Riley, J. R. William, B. (2015). “Initiating exporting: The role of managerial motivation in small to medium enterprises”, Journal of Business Research. Vol. 68, Issue 11, pp 2358–2365.
Xie, Y. H. & Suh, T. (2014). “Perceived resource deficiency and internationalization of small- and medium-sized firms”, J Int Entrep, Vol 12, Issue 3, pp 207–229.