نوع مقاله : مقاله پژوهشی - کاربردی

نویسندگان

1 گروه مدیریت، واحد نیشابور، دانشگاه آزاد اسلامی، نیشابور، ایران.

2 گروه ریاضی، واحد نیشابور، دانشگاه ازاد اسلامی، نیشابور، ایران.

چکیده

هدف: هدف از این پژوهش شناسایی و اولویت ­بندی استراتژی ­های ورود به بازارهای بین­ المللی در صنعت پلاستیک است.
روش‌شناسی پژوهش: روش تحقیق این پژوهش، روش اکتشافی- توصیفی می­باشد و جامعه آماری آن دربرگیرنده مدیران و کارشناسان شرکت­ های کوچک و متوسط در صنعت پلاستیک می­باشد که عضو اتاق بازرگانی و صنایع و معادن بجنورد هستند. روش نمونه ­گیری تحقیق، روش گلوله برفی و روش هدفمند بوده و حجم نمونه برابر با 19 نفر می­ باشد. ابزار گردآوری داده‌ها، پرسشنامه است که روایی آن با استفاده از شاخص روایی محتوایی و پایایی آن با استفاده از مکانیزم نرخ ناسازگاری تأیید شد. برای تجزیه‌وتحلیل داده ­ها، از تکنیک فرآیند تحلیل سلسله مراتبی استفاده گردید.
یافته‌ها: بر اساس نتایج به‌دست‌آمده، استراتژی ­های ورود به بازارهای بین­ المللی در صنعت پلاستیک مشتمل بر هفت استراتژی صادرات، اعطای امتیاز، قرارداد مدیریتی، تولید قراردادی، پروژه­ های اجرایی کلید در دست، سرمایه ­گذاری مستقیم خارجی و پیمان­ های استراتژیک و معیارهای انتخاب استراتژی ­های مذکور شامل چهار دسته عوامل مربوط به کشور هدف، عوامل مربوط به محصول، عوامل مربوط به شرکت و عوامل مربوط به کشور مادر، می­ شوند. به‌علاوه، نتایج تحقیق بیانگر آن است که عوامل مربوط به شرکت، مهم‌ترین معیار در انتخاب استراتژی­ های ورود به بازارهای بین ­المللی بوده و بهترین استراتژی ورود به بازارهای بین­ المللی، صادرات است.
اصالت/ارزش افزوده علمی: یافته ­های این تحقیق به مدیران کمک می­ کند تا استراتژی­ های ورود به بازارهای بین ­المللی را با استفاده از تکنیک فرآیند تحلیل سلسله مراتبی به‌صورت اثربخش و کارآمد ارزیابی، اولویت­ بندی و انتخاب نمایند.



کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying and prioritizing international markets entry strategies in plastics industry using analytic hierarchy process

نویسندگان [English]

  • Seyyed Ali Delbari 1
  • Alireza Davoodi 2
  • Niloofar Firozeh 1

1 Department of Management, Neyshabur Branch, Islamic Azad University, Neyshabur, Iran.

2 Department of Mathematics, Neyshabur Branch, Islamic Azad University, Neyshabur, Iran.

چکیده [English]

Purpose: The purpose of this research is to identify and prioritize international markets entry strategies in plastics industry.
Methodology: The research method of the study is explorative-descriptive and its statistical population includes managers and officers working in small and medium-sized enterprises in the plastic industry, which are the members of the Bojnord Chamber of Commerce, Industries, and Mines. The sampling method of the study consists of snowballing sampling and purposive sampling, and the sample size is equal to 19 experts. Data collection instrument was questionnaire, which its validity and reliability were confirmed using content validity ratio and inconsistency ratio mechanism, respectively. To analyze data, Analytic Hierarchy Process (AHP) technique was used.
Findings: The findings indicate that international markets entry strategies in plastics industry consists of seven strategies, including export, license, management contract, contract manufacturing, turnkey operation, foreign direct investment and strategic alliances, and criteria to select these strategies include four categories of factors related to host country, factors related to product, factors related to company, and factors related to home country. Furthermore, the research findings indicate that the most important criterion to select international markets entry strategies is factors related to company and the best international markets entry strategy is export.
Originality/Value: The findings of this research help managers to evaluate, prioritize, and select international markets entry strategies using AHP technique in an effective and efficient manner.


کلیدواژه‌ها [English]

  • Strategy
  • International markets
  • Analytic hierarchy process
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