The Mediation Effect of Export Barriers in the Effect of Marketing Strategies on Innovation Orientation

Abstract

Purpose – In this study, the effects of innovation orientation and export barriers of marketing strategies are examined. The study aim is to determine the mediation effect of the factors that hinder export in the effect of marketing strategies of companies producing exporting medical goods and services on innovation orientation. Design/methodology/approach – To test of the mediation effect of this study, it was planned to use Structural Equation Modeling (SEM), one of the quantitative research methods. In line with the purpose of the study, the universe of the study consists of 98 businesses operating in the province of Ankara, producing medical goods and services. The survey method was chosen as the data collection method and a seven-point Likert scale was used. In order to obtain the data to be analyzed within the scope of the study, questionnaires were distributed to the exporting medical enterprises in Ankara and 98 questionnaires were collected. The hypotheses created in line with the purpose of the study were reflected as a conceptual model using the structural equation model (SEM) and the variance-based SEM was analyzed with the smart PLS program. Findings – As a result of the study, it is seen that the marketing strategies and the innovation activities of the enterprise have a direct effect, and the marketing strategies of the SMEs for the target market mediating indirect effects of the factors that prevent exports. In addition, it has been determined that the target market strategies of SMEs producing and exporting medical products have a positive and significant effect on innovation orientation. Discussion – The results of the research show that the marketing strategies of the enterprises are directly effective in the innovation activities of the enterprise. In addition, it is seen that target market strategies have a positive effect on the innovation orientation of the enterprise. It has been determined that the strategies of the enterprises towards the target market indirectly mediate the factors that hinder export.