Author:
Abstract
Exporting firms feel the need to get a share from the world-wide trade and take advantage of the opportunities and advantages in foreign markets; therefore, export competencies should be enhanced, and the marketing orientation components must be chosen and implemented correctly. This study examines the level of export competencies and the importance level of the marketing orientation components of the firms. Then, the effects of marketing orientation components on export competencies are exposed. Within the framework of the research sample, 169 exporting firms that operate in the automotive supply industry in Turkey are chosen by using convenience sampling method. Reliability analysis, validity analysis, descriptive statistics, correlation analysis, and multiple linear regression analysis are applied to the collected data. The results indicate that quality of the products is the main competence and being customer oriented is the most important marketing orientation component of the firms. Moreover, marketing orientation components in general significantly affect the export competencies. Study suggests that firms should give sufficient importance to R&D activities and technology use and prioritize cost and efficiency in their production. It is also a necessity for exporting firms to increase their international competencies through international innovation efforts by communicating with foreign markets, adopting international environmental and market conditions, and gaining international marketing skills.
Keywords
Abstract
Exporting firms feel the need to get a share from the world-wide trade and take advantage of the opportunities and advantages in foreign markets; therefore, export competencies should be enhanced, and the marketing orientation components must be chosen and implemented correctly. This study examines the level of export competencies and the importance level of the marketing orientation components of the firms. Then, the effects of marketing orientation components on export competencies are exposed. Within the framework of the research sample, 169 exporting firms that operate in the automotive supply industry in Turkey are chosen by using convenience sampling method. Reliability analysis, validity analysis, descriptive statistics, correlation analysis, and multiple linear regression analysis are applied to the collected data. The results indicate that quality of the products is the main competence and being customer oriented is the most important marketing orientation component of the firms. Moreover, marketing orientation components in general significantly affect the export competencies. Study suggests that firms should give sufficient importance to R&D activities and technology use and prioritize cost and efficiency in their production. It is also a necessity for exporting firms to increase their international competencies through international innovation efforts by communicating with foreign markets, adopting international environmental and market conditions, and gaining international marketing skills.