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Title:	Hubungan antara adaptasi produk, orientasi pasaran eksport dan prestasi eksport : satu kajian empirikal ke atas firma perabot di Malaysia
Authors:	Mohd Nor Zamri Mat Amin (ZP00354)
Supervisor:	Pusat Pengajian Siswazah Perniagaan
Keywords:	Pasaran eksport Firma perabot Export marketing - Malaysia
Issue Date:	10-Feb-2015
Description:	Pemasaran antarabangsa telah mendapat perhatian yang semakin meningkat di kalangan penyelidik dalam beberapa dekad kebelakangan ini. Satu bidang strategik yang menarik adalah berkaitan dengan konsep adaptasi produk antarabangsa. Walaupun banyak literatur telah wujud, namun sangat sedikit kajian dibuat secara empirikal yang mengkaji hubungan antara adaptasi produk, orientasi pasaran eksport dan prestasi eksport. Selain daripada penemuan yang bercanggah dalam kajian sebelum ini mengenai hubungan antara adaptasi produk dan prestasi eksport, kesan atau impak pembolehubah moderator ke atas hubungan antara adaptasi dan prestasi tidak menerima perhatian yang mencukupi. Oleh itu, kajian ini bertujuan untuk merapatkan jurang yang wujud dalam literatur dengan menjalankan satu kajian empirikal dalam konteks industri perabot Malaysia. Terdapat tiga objektif dalam kajian ini. Pertama, kajian ini bertujuan untuk mengkaji hubungan antara tiga komponen atau dimensi utama adaptasi produk (adaptasi reka bentuk produk, adaptasi kualiti produk, adaptasi jenama produk) dengan prestasi eksport. Kedua, kajian ini mengkaji hubungan antara komponen atau dimensi utama orientasi pasaran eksport (penjanaan risikan pasaran eksport, penyebaran risikan pasaran eksport, responsif kepada pasaran eksport) dengan prestasi eksport. Ketiga, kajian ini mengkaji kesan atau impak orientasi pasaran eksport, sebagai pembolehubah moderator, ke atas hubungan antara adaptasi produk dan prestasi eksport. Kaedah penyelidikan kuantitatif melalui soal selidik telah digunakan dan sebanyak 213 sampel telah dikumpulkan. Analisis regresi telah digunakan untuk menguji hipotesis kajian. Penemuan daripada analisis menunjukkan bahawa prestasi eksport adalah positif, dipengaruhi oleh adaptasi kualiti produk, penjanaan risikan pasaran eksport, penyebaran risikan pasaran eksport, dan responsif kepada pasaran eksport. Berhubung dengan kesan pembolehubah moderator, keputusan menunjukkan bahawa orientasi pasaran eksport hanya memberikan pengaruh positif ke atas hubungan antara adaptasi kualiti produk dan prestasi eksport. Kajian ini menyumbang secara teoritikal kepada literatur dengan meningkatkan pemahaman mengenai adaptasi produk, orientasi pasaran eksport dan prestasi eksport. Dari segi sumbangan praktikal, keputusan kajian ini dapat membantu pengurus terutamanya dalam industri perabot di Malaysia, untuk membangunkan strategi yang sesuai bagi meningkatkan prestasi eksport firma di arena antarabangsa.,International marketing has been gaining increasing attention among researchers in recent decades. One area of strategic interest relates to the concept of international product adaptation. Although substantial literature already exists, very few have attempted to empirically examine the relationship between product adaptation, export market orientation and export performance. Apart from contradictory findings in previous research concerning the relationship between product adaptation and export performance, the impact of moderators on the adaptation and performance link has not received sufficient attention. Therefore, this study aims to bridge the gaps that exist in the literature by conducting an empirical study in the context of the Malaysian furniture industry. There are three objectives in this study. Firstly, this study attempts to examine the relationship between three components or dimensions of product adaptation (product design adaptation, product quality adaptation, product brand adaptation) with export performance. Secondly, this study examines the relationship between main components or dimensions of export market orientation (export market intelligence generation, export market intelligence dissemination, responsive to export market) with export performance. Thirdly, the study investigates the impact of export market orientation, as moderator variable, on the relationship between the product adaptation and export performance. A quantitative research method via questionnaire survey was used and a total of 213 samples were collected. The regression analysis was used to examine the research hypotheses. The findings from the analysis show that export performance is positively influenced by product quality adaptation, export market intelligence generation, export market intelligence dissemination, and responsive to export market. With regards to moderating effects, the results show that the export market orientation only exert a positive influence on the relationship between product quality adaptation and export performance. This study contributes theoretically to the literature as it extends understanding on product adaptation, export market orientation and export performance. In term of practical contribution, the results of this study could help managers particularly in the furniture industry in Malaysia, to develop appropriate strategies to improve export performance of firms in the international arena.,PhD
Pages:	269
Call Number:	HF1416.6.M4M8467 2015 tesis
Publisher:	UKM, Bangi
Appears in Collections:	Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

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