İHRACAT PAZAR YÖNELİMİNİN ÖNCÜLLERİ: TÜRK İMALAT FİRMALARI ÜZERİNE KEŞİFSEL BİR ÇALIŞMA

Yıl 2024, Cilt: 15 Sayı: 29, 354 - 389, 28.06.2024

Zeynep Dereli , Sanem Alkibay

https://doi.org/10.36543/kauiibfd.2024.014

Öz

Bu çalışmada, Türk imalat işletmelerinin ihracat pazar yönelimli davranışlarda bulunmalarını etkileyebilecek faktörlerin araştırılması amaçlanmıştır. Bu kapsamda, ihracat satış yöneticisi unvanında çalışmakta olan 18 kişi ile yarı yapılandırılmış görüşmeler gerçekleştirilmiş, elde edilen veriler içerik analizine tabi tutulmuştur. Analiz sonucunda, işletmelerin ihracat pazar yönelimi uygulamalarını etkileyebilecek faktörler; organizasyonel yapı, işletme özellikleri, işletme yetenekleri, ihracat satış yöneticisi özellikleri, üst düzey yönetici özellikleri, işletmeler arası faktörler ve çevresel faktörlerden oluşan yedi tema altında sınıflandırılmıştır. Çalışma tespit edilen bulgulardan hareketle, ihracat faaliyetlerinde pazar yönelimi düzeyini artırmak için hangi işletme yeteneklerinin geliştirilmesi ve ihracat müdürleri ile üst düzey yöneticilerin hangi özellik ve yetkinliklerinin ön plana çıkarılması gerektiğine yönelik önemli çıkarımlar sunmaktadır. Ayrıca, ithalatçılar ile güven ve işbirliğine dayalı ilişkiler geliştirilmesinin, ihracat pazar bilgisinin elde edilmesi ve etkili cevapların verilmesindeki önemine dikkat çekmektedir.

Anahtar Kelimeler

İhracat pazar yönelimi, ihracat pazarlaması, nitel araştırma

THE ANTECEDENTS OF EXPORT MARKET ORIENTATION: AN EXPLORATORY STUDY OF TURKISH MANUFACTURING FIRMS

Öz

The purpose of this research is to investigate the factors influencing the behavior of Turkish manufacturing firms towards export market orientation. In this regard, semi-structured interviews were conducted with 18 export sales managers and the obtained data were analyzed using qualitative content analysis. According to the findings of the analysis, the factors that may influence firms' export market orientation practices are classified under seven themes which include organizational structure, firm characteristics, firm capabilities, export sales manager characteristics, top management characteristics, inter-firm factors, and environmental factors. The study provides important conclusions regarding which firm capabilities should be developed to increase the level of market orientation in export activities, and which characteristics and competencies of export managers and top-level executives should be emphasized. Additionally, it highlights the importance of developing trust-based cooperative relations with importers to obtain export market knowledge and provide effective responses.

Anahtar Kelimeler

Export market orientation, export marketing, qualitative research

Kaynakça

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