طراحی و تبیین الگوی صادرات پایدار شرکت های کاشی و سرامیک (موردمطالعه: شرکت‌های عضو بورس اوراق بهادار)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار، دانشگاه شهید بهشتی، تهران

2 دانشجوی دکتری، مدیریت بازرگانی، دانشگاه شهید بهشتی، تهران.

3 دانشجوی ارشد ،مدیریت بازرگانی، پردیس دانشگاه شهید بهشتی، تهران.

10.22111/jmr.2019.29969.4570

چکیده

صنعت کاشی و سرامیک ایران در زمره بزرگ‌ترین صنایع صادراتی کشور و دارای ظرفیت‌های بالایی جهت توسعه صادرات است. به دلیل ورود کشورهای نوظهور در صنعت کاشی و سرامیک، رقابت صادراتی برای تولیدکنندگان ایران چالش‌برانگیزتر از قبل شده است. هدف پژوهش حاضر، شناسایی و ارائه الگوی عوامل مؤثر بر صادرات پایدار شرکت‌های کاشی و سرامیک است. از روش پژوهش کمی-کیفی جهت جمع‌آوری داده‌ها استفاده‌شده است. در مرحله اول  با انجام مصاحبه عمیق باده نفر از خبرگان کاشی و سرامیک، سه بعد اصلی قابلیت‌های صادراتی، قابلیت‌های بازاریابی و عوامل بین‌الملل در قالب 14 بعد فرعی شناسایی شد. در مرحله دوم از پرسشنامه 55 سؤالی در نمونه‌ای 134 نفرِ با بهره‌گیری از روش نمونه‌گیری تصادفی ساده استفاده شد. جامعه آماری پژوهش شامل نیروهای فروش، پژوهش و توسعه، صادرات و بازاریابی شرکت‌های عضو سازمان  بورس  و اوراق بهادار است. تحلیل داده‌ها  با استفاده از نرم‌افزارهای SPSS22 وAMOS انجام شد. نتایج نشان می‌دهد که سه عامل قابلیت صادراتی ، عوامل بین‌الملل و  قابلیت­های سازمانی به ترتیب دارای بیشترین تا کمترین تأثیر بر صادرات پایدار هستند . هم‌چنین در بین ابعاد مربوط به قابلیت‌های صادراتی  شاخص تنوع و از قابلیت‌های سازمانی،کیفیت و در بین شاخص‌های مربوط به عوامل بین‌الملل بعد تحریم بیشترین تأثیرگذاری رادارند.

کلیدواژه‌ها


عنوان مقاله [English]

Designing and Explaining a Model for Stable Export in Ceramic and Tile Companies

نویسندگان [English]

  • Gholamhosein Khorshidi 1
  • Salman Eivazinezhad 2
  • Mona Bayat 3
1 Associate Professor , shahid beheshti university
2 Ph.D Student in business management, shahid beheshti university
3 Master student in business management, shahid beheshti university
چکیده [English]

Extended Abstract
Abstract
Iran's ceramic tile industry is one of the largest exporter industries in the country and has a high capacity for furthermore export development. Due to the approaching of emerging countries in the ceramic tile industry, the export competition has become more challenging for Iranian manufacturers. The purpose of this study is to identify and explain the pattern of factors that affect on sustainable export of ceramic tile companies. The aim of this research is to identify and introduce a model to effective factors on stable export for the Ceramic and tile producer. Qualitative-Quantitative research method is used to collect data. In the first Stage, three main dimensions include in depth interviews with dozens Ceramic and tile experts. Export capabilities, organizational capabilities, international factors, and 14 subsidiary factors were identified. In the second stage, 55 item questionnaires are used in the sample of 134 people with the simple random  non-probability sampling method. The population of the research included of sales force, R&D, exports and marketing personal of ten companies that are the member of security and exchange organization. To analyze the data the software’s SPSS22 and AMOS are utilized. The results show that three export capabilities, international factors and organizational capabilities have, respectively, the highest to lowest impact in the stable export. Among the size of export capabilities dimension and Organizational capabilities and international factors, diversity, quality and sanction have, respectively, the most effect on the stable exports.
 
Introduction
Iran's ceramic tile industry is one of the largest exporter industries in the country and has a high capacity for furthermore export development. Due to the approaching of emerging countries in the ceramic tile industry, the export competition has become more challenging for Iranian manufacturers. The purpose of this study is to identify and explain the pattern of factors that affect on sustainable export of ceramic tile companies.
Case study
The statistical population of this study consists of  managers of Iran's ceramic tile industry from sales, marketing, research and development, and export sections
Materials and Methods
due to the purpose, this study is descriptive and field research (survey) of applied-developmental research in terms of inductive strategy. Data gathering strategy was the inductive strategy. Also, from the perspective of data collection, according to the nature of the research and the certainty of the data, it is a type of mixed or exploratory (qualitative-quantitative) research. In the qualitative phase, ten individuals among the ceramic tile industry experts were selected and identified through semi-structured interviews of effective indicators. The statistical population of this study consists of 202 managers from sales, marketing, research and development, and export sections. According to Morgan's table, 134 questionnaires were distributed among the selected participants through the non-probability sampling method. This questionnaire consists of two main sections: In the first part demographic questions such as marital status, age, income, education, work experience, and organizational position are given and in the second part questions are about organizational capabilities, export capabilities and international factors are presented. The validity of the questionnaire was determined by exploratory factor analysis with a value of 0.790 km which is suitable for currency. Cronbach's alpha was used for the reliability of the questionnaire with a value of 0.735 which indicates appropriate reliability.
Discussion and Results
The results of qualitative research identified 6 indicators for sustainable export which are: diversity, Brand, distribution, customer, price, promotion, sanctions, government, political factors, quality, technology, innovation, facilities, and manpower. The identified factors were divided into three categories based on theoretical and research literature. The first category of export capabilities was subdivided into Diverse, Brand, Distribution, Customer, Price and Promotion. The second was Enterprise Capabilities; There are three subcomponents of sanctions, political and government. In the second step, a 55-item questionnaire was designed to evaluate the research pattern and to rank each of the main and sub-factors of the questionnaire with the help of a researcher of identified dimensions. The statistical population of the study consists of the sales, research and development forces, export and marketing of the stock companies. Data analysis was performed using SPSS22 and AMOS software. In the first part of the data analysis, the Kolmogorov-Smirnov test was used, which is the dependent variable of the study, ie, abnormal sustainable export, and thus the use of amos software is justified. In the second step, regression models were used to measure the impact of variables and finally, in the third part, structural equation modeling is presented.
Conclusion
The results show that the three factors of export capability, international factors, and organizational capability have the most to least effect on sustainable export, respectively. Also, among the dimensions related to export capabilities, diversity index had the highest impact and promotion index had the least impact, and of the organizational capabilities, quality index had the most impact, and facilities index had the least impact, and among the indicators related to factors between The internationals were the most influential after the sanction and the least influenced by politics.

کلیدواژه‌ها [English]

  • International factors
  • marketing capabilities
  • Organizational capabilities
  • Sustainable Export
  • Structural Equation Modeling
  • Stock Exchange
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