PORTER ELMAS MODELİ BOYUTLARININ VE DİJİTAL DÖNÜŞÜMÜN ULUSLARARASI PAZARLAMA KARMASI STRATEJİLERİNE ETKİSİ

Yıl 2020, Cilt: 3 Sayı: 2, 315 - 349, 15.12.2020

Mehmet Sağlam

Öz

Bu çalışmada Porter Elmas modeli boyutlarının ve dijital dönüşümün uluslararası pazarlama karması stratejileri üzerindeki etkisi araştırılmıştır. Veri toplama aracı olarak online ve yüz yüze anket kullanılmıştır. Katılımcılara ulaşmada Türkiye İhracatçılar Meclisi tarafından sağlanan e-mail listeleri kullanılmıştır. Örnekleme yöntemi olarak yargısal ve kartopu örnekleme tercih edilmiş ve 520 katılımcıya ait veri elde edilmiştir. Veri analizlerinde SPSS 21 ve AMOS 21 programları kullanılmış ve araştırma modeline yönelik hipotezler yapısal eşitlik modeliyle test edilmiştir. Çalışma sonucunda Porter elmas modeli boyutlarından firma stratejisi, yapısı ve rekabetin dağıtım ve fiyat, talep koşulları ile ilgili ve destekleyici endüstriler boyutlarının ürün, dağıtım ve fiyat, faktör koşullarının sadece fiyat, şans faktörünün dağıtım ve fiyat, hükümetin ürün, tutundurma, dağıtım ve fiyat stratejileri üzerinde etkisi olduğu belirlenmiştir. Dijital dönüşümün ürün, tutundurma ve dağıtım stratejileri üzerinde etkisi olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Porter Elmas Model, Dijital Dönüşüm, Uluslararası Pazarlama Karması Stratejileri

THE EFFECT OF PORTER’S DIAMOND MODEL DIMENSIONS AND DIGITAL TRANSFORMATION ON INTERNATIONAL MARKETING MIX STRATEGIES

Öz

In this study, the effects of Porter Diamond model dimensions and digital transformation on international marketing mix strategies were investigated. Online and face-to-face survey was used. Export company email lists provided by the Turkey Exporters Assembly are used in reaching participants. Judgemental and snowball sampling was preferred and data for 520 participants were obtained. SPSS 21 and AMOS 21 were used for data analysis and hypothesis were analyzed with structural equation model. In the result of the study, it has been determined that firm strategy, structure and rivalry has an effect on distribution and price, demand conditions and related and supporting industries have an effect on product, place and price, factor conditions have an effect on price, chance has an effect on place and price and government has and effect on all strategies. Also, the results has been that digital transformation has an effect on product, promotion and place strategies.

Anahtar Kelimeler

Porter Diamond Model, Digital Transformation, International Marketing Mix

Kaynakça

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