نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه جغرافیا، دانشکده علوم زمین، دانشگاه شهید بهشتی، تهران، ایران

2 گروه مدیریت دولتی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران.

3 گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران.

10.22105/imos.2021.291826.1128

چکیده

هدف: پژوهش حاضر با هدف بررسی تأثیر جهت‌گیری فناوری بر عملکرد صادراتی با تأکید بر نقش میانجی استراتژی‌های نوآوری (اکتشافی و بهره‌بردارانه) و تعدیل گر مسئولیت اجتماعی شرکت‌های صادرکننده محصولات شوینده انجام شده است.
روش‌شناسی پژوهش: این پژوهش از لحاظ هدف کاربردی و به لحاظ روش اجرا و نحوه گردآوری داده‌ها، توصیفی - همبستگی و از شاخه معدل‌سازی معادلات ساختاری است. جامعه آماری پژوهش شامل تولید کنندگان و صادر کنندگان محصولات شوینده و بهداشتی در ایران بوده است. برای گردآوری داده‌ها، از پرسشنامه با سؤالات بسته مشتمل بر 22 گویه استفاده گردید. روایی پرسشنامه با تکنیک تحلیل عاملی تأییدی و پایایی آن نیز با روش ضریب آلفای کرونباخ مورد بررسی و تأیید قرار گرفت. جهت تحلیل داده‌ها از رویکرد معادلات ساختاری  و نرم افزار Amos استفاده شد.
یافتهها: یافته‌های پژوهش نشان می‌دهد که جهت‌دهی فناوری از طریق نقش میانجی نوآوری بر عملکرد صادراتی صادرکننده محصولات شوینده بر عملکرد صادراتی اثر دارند. با نوآوری بهره‌بردارانه  و نوآوری اکتشافی در شرکت‌های صادر کننده محصولات شوینده دارای رابطه مستقیم است. همچنین  مسئولیت اجتماعی بر رابطه جهت‌دهی فناوری انواع نوآوری (بهره‌بردارانه  و اکتشافی) اثر تعدیل گری مثبت دارد به عبارت بهتر در سطوح بالای آن، جهت‌دهی فناوری و انواع نوآوری دارای رابطه دوطرفه قوی‌تری بودند.
اصالت/ارزش افزوده علمی: راهبردهای جهت‌گیری از طریق استراتژی‌های نوآوری اکتشافی و بهره‌بردارانه موجب بهبود عملکرد صادراتی می‌شوند. بر این اساس صادر کنندگان محصولات شوینده و بهداشتی برای موفقیت بیشتر در صادرات، ضمن استفاده از فناوری‌های در سطح بالا، باید بر دو استراتژی نوآوری اکتشافی (توسعه دانش جدید)  و بهره‌بردارانه (پالایش دانش موجود) تأکید بیشتری داشته باشند.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Technology Orientation on Export Performance with Emphasis on the Mediating Role of Innovation and Moderating Role of Corporate Social Responsibility

نویسندگان [English]

  • Ahmad Sadeghi 1
  • Mohammad Khodabakhshi 2
  • Zeinab Mir Ghasemi 3

1 Department of Geography, Faculty of Earth Sciences, Shahid Beheshti University, Tehran, Iran

2 Department of Public Administration, School of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

3 Department of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran.

چکیده [English]

Purpose: This study aimed to investigate the impact of technology orientation on export performance, emphasizing the mediating role of innovation strategies (exploratory and exploitative) and the moderating role of corporate social responsibility.
Methodology: This research is a descriptive correlation study and is one of the structural equation modelling methods for implementation and data collection. The study's statistical population consisted of all manufacturers and exporters of detergent and sanitary products in Iran. According to the convenience sampling method, 394 people were considered a statistical sample. A questionnaire with closed questions containing 22 items was used for data collection. The validity of the questionnaire was verified by confirmatory factor analysis, and Cronbach's alpha coefficient confirmed its reliability. Structural equation modelling and AMOS software were used to analyze the data.
Findings: The study results show that technology orientation, through the mediating role of exploration innovation strategies, affects the manufacturers and exporters of detergent and sanitary products' export performance. There is a direct relationship between technology orientation and exploration and exploitation innovation strategies. According to the results, we found that social responsibility has a positive moderating effect on the relationship between the technological orientation of the types of innovation (extraction and exploration). At higher levels, the intensity of the relationship between technological orientation and different kinds of innovation is more substantial, and vice versa.
Originality/Value: The technology orientation contributes to export performance success by exploring and exploiting innovation strategies. Accordingly, for successful export performance, manufacturers and exporters of detergent and sanitary products can emphasize two innovation strategies while strengthening the technology orientation strategy.

کلیدواژه‌ها [English]

  • Technological orientation
  • Export performance
  • Corporate social responsibility
  • Innovation
Babaei, N. (2016). Disclosure of corporate social responsibility and corporate governance (Master Thesis, Al-Zahra University of Tehran).
Bashildeh, K. (2018). Research methods and statistical analysis of research examples with SPSS and AMOS. Chamran martyr of Ahwaz University. (In Persian). https://www.gisoom.com/book/11415755/
Bhandari, A., & Javakhadze, D. (2017). Corporate social responsibility and capital allocation efficiency. Journal of corporate finance43, 354-377.
Boehe, D. M., & Cruz, L. B. (2010). Corporate social responsibility, product differentiation strategy and export performance. Journal of business ethics91(2), 325-346.
Borins, S. (2001). Innovation, success and failure in public management research: some methodological reflections. Public management review3(1), 3-17.
Bulgurcu, B. K. (2012). Application of TOPSIS technique for financial performance evaluation of technology firms in Istanbul stock exchange market. Procedia-social and behavioral sciences62, 1033-1040.
Cadogan, J. W., Diamantopoulos, A., & Siguaw, J. A. (2002). Export market-oriented activities: their antecedents and performance consequences. Journal of international business studies33(3), 615-626.
Cassiman, B., & Golovko, E. (2011). Innovation and internationalization through exports. Journal of international business studies42(1), 56-75.
Cho, H. J., & Pucik, V. (2005). Relationship between innovativeness, quality, growth, profitability, and market value. Strategic management journal26(6), 555-575.
Costa, C., Lages, L. F., & Hortinha, P. (2015). The bright and dark side of CSR in export markets: its impact on innovation and performance. International business review24(5), 749-757.
Dekoulou, P., & Trivellas, P. (2017). Organizational structure, innovation performance and customer relationship value in the Greek advertising and media industry. Journal of business & industrial marketing, 32(3), 385-397.
Dey, A. (2008). Corporate governance and agency conflicts. Journal of accounting research46(5), 1143-1181.
Driessen, P. H., & Hillebrand, B. (2013). Integrating multiple stakeholder issues in new product development: an exploration. Journal of product innovation management30(2), 364-379.
Fei, Z. Y., Namazi, M., & Isa, C. R. (2017). Investigating the empirical effect of ABC stages on the performance of companies. Iranian journal of management studies10(1), 175-205.
Fernández‐Kranz, D., & Santaló, J. (2010). When necessity becomes a virtue: the effect of product market competition on corporate social responsibility. Journal of economics & management strategy19(2), 453-487.
Filipescu, D. A., Prashantham, S., Rialp, A., & Rialp, J. (2013). Technological innovation and exports: unpacking their reciprocal causality. Journal of international marketing21(1), 23-38.
Flammer, C. (2015). Does product market competition foster corporate social responsibility? evidence from trade liberalization. Strategic management journal36(10), 1469-1485.
Galant, A., & Cadez, S. (2017). Corporate social responsibility and financial performance relationship: a review of measurement approaches. Economic research-Ekonomska istraživanja30(1), 676-693.
Ghasemi, A. R., & Alvani, S. M. (1998). Management and social responsibilities of the organization. Presidential Public Management Training Center. (In Persian). https://www.gisoom.com/book/1146920/
González-Rodríguez, M. R., Jiménez-Caballero, J. L., Martín-Samper, R. C., Köseoglu, M. A., & Okumus, F. (2018). Revisiting the link between business strategy and performance: evidence from hotels. International journal of hospitality management72, 21-31.
Haji Alizadeh, S., Khaje Hasani, M., & Amiri, A. (2020). Investigating the relationship between stakeholder theory, corporate social responsibility and financial performance. Journal of new research approaches in management and accounting, 4(50), 92-102. (In Persian). http://majournal.ir/index.php/ma/article/view/636
Hillestad, T., Xie, C., & Haugland, S. A. (2010). Innovative corporate social responsibility: the founder's role in creating a trustworthy corporate brand through “green innovation”. Journal of product & brand management, 19(6), 440-451.
Hymer, S. H. (1976). The international operations of national firms: a study of direct foreign investment. The MIT Press.
Jensen, M., & Meckling, W. (1976). Theory of the firm: Managerial behavior, agency costs, and capital structure. Journal of financial economics, 3(4), 305–360.
Johnson, B. R., Connolly, E., & Carter, T. S. (2011). Corporate social responsibility: the role of fortune 100 companies in domestic and international natural disasters. Corporate social responsibility and environmental management18(6), 352-369.
Kahyari Haghighat, A., Feiz, D., Azar, A., Zarei, A., & Dehdashti Shahrokh, Z. (2018). Prevent the decline of brand performance by emphasizing the role of social responsibility. Scientific journal of business strategies, 25(11), 134-145. (In Persian). https://www.sid.ir/fa/Journal/ViewPaper.aspx?id=481688
Kermanshah, A., Mahlouji, H., Vafaei, A., & Hendijani, R. (2008). The impact of social responsibility on business innovation. Sixth international management conference, Tehran. (In Persian). https://civilica.com/doc/66591/
Matanda, M. J., & Freeman, S. (2009). Effect of perceived environmental uncertainty on exporter–importer inter-organisational relationships and export performance improvement. International business review18(1), 89-107.
McWilliams, A., & Siegel, D. (2000). Corporate social responsibility and financial performance: correlation or misspecification?. Strategic management journal21(5), 603-609.
Mousavai, S. (2013). Investigating the relationship between export market orientation and innovation and performance of export companies in Khuzestan province (Master Thesis, Chamran martyr of Ahwaz University). (In Persian). Retrieved from https://elmnet.ir/Article/10653847-41011/
Namazi, M. (1985). Theoretical developments of principal-agent employment contract in accounting: the state of the art. Journal of accounting literature4(99), 113-163.
Namazi, M., & Moghimi, F. (2018). Effects of innovations and moderating role of corporate social responsibility on the financial performance of the firms listed on the Tehran Stock Exchange in different industries. Accounting and auditing review, 25(2), 289-310. (In Persian). DOI: 10.22059/acctgrev.2018.255023.1007870
Namazi, M., & Namazi, N. R. (2017). An empirical investigation of the effects of moderating and mediating variables in business research: insights from an auditing report. Contemporary economics11(4), 459-471.
Newman, A., Prajogo, D., & Atherton, A. (2016). The influence of market orientation on innovation strategies. Journal of service theory and practice, 26(1), 72-90.
Nowrozi, N., Masum, M. (2018). Designing the model of effective factors on export performance of sport equipment manufacturing. Sport management studies, 10(51), 141-164. (In Persian). DOI: 10.22089/smrj.2018.5612.2117
Oeyono, J., Samy, M., & Bampton, R. (2011). An examination of corporate social responsibility and financial performance: a study of the top 50 Indonesian listed corporations. Journal of global responsibility, 2(1), 100-112.
Porter, M. E., & Kramer, M. R. (2006). Strategy and society: the link between corporate social responsibility and competitive advantage. Harvard business review84(12), 78-92.
Rahimnia, F., Khorakian, A., & Ghaderi, F. (2019). Investigating the effects of innovation strategies on export business performance with the moderating role of competition intensity. Journal of international business administration, 1(3), 1-22. (In Persian). DOI: 10.22034/jiba.2019.7587
Rahman Seresht, H., & Hashemi, S. K. (2020). Factors affecting innovation management in Iranian construction companies. Scientific journal of business strategies, 10(2), 73-86. (In Persian). http://cs.shahed.ac.ir/article_2016.html
Ramanathan, R., Ramanathan, U., & Bentley, Y. (2018). The debate on flexibility of environmental regulations, innovation capabilities and financial performance–a novel use of DEA. Omega75, 131-138.
Rezaei, R., Abedini, H., Gharakhani, D. (2019). The impact of market orientation on the development of new services with emphasis on the mediating role of exploratory and exploitative innovation strategies. Quarterly journal of development and transformation management, 39, 69-77. (In Persian). https://elmnet.ir/article/2167400-13287/
Rhou, Y., Singal, M., & Koh, Y. (2016). CSR and financial performance: the role of CSR awareness in the restaurant industry. International journal of hospitality management57, 30-39.
Sandhu, H. S., & Kapoor, S. (2010). Corporate social responsibility initiatives: an analysis of voluntary corporate disclosure. South Asian journal of management17(2), 47-80.
Shah Goli, A. (2019). Formulation of technology orientation problem. Fundamental western studies, 10(2), 125-141. (In Persian). DOI: 10.30465 / os.2020.5105
Shorouzi, M. R., Moradi, M., & Soltani, J. (2012). Investigating the effect of perceived environmental uncertainty on exporter-importer internal organizational relations and improving export performance. Journal of development strategy, 29, 149-173. (In Persian). https://elmnet.ir/article/271386-31046/
Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation-performance relationship?. Journal of marketing58(1), 46-55.
Soliman, F. (2013). Does innovation drive sustainable competitive advantages?. Journal of modern accounting and auditing9(1), 130-143.
Vahidi Elizaei, E., & Fakhari, M. (2015). The impact of corporate social responsibility on company financial performance. Accounting and auditing research, 27, 1-24. (In Persian). http://ensani.ir/fa/article/350496/
Walker Jr, O. C., & Ruekert, R. W. (1987). Marketing's role in the implementation of business strategies: a critical review and conceptual framework. Journal of marketing51(3), 15-33.
Zhou, K. Z., & Wu, F. (2010). Technological capability, strategic flexibility, and product innovation. Strategic management journal31(5), 547-561.