استراتژی بازریابی منطقه ای مبتنی بر هوش فرهنگی درمیان بازرگانان و مدیران استان های فارس، هرمزگان،بوشهر، اصفهان و تهران

بازارها در کشورهای مختلف تحت تاثیر عوامل مختلفی قرار می گیرند. یکی از مهم ترین این عوامل فرهنگ است. در این مطالعه توصیفی تحلیلی از روش دلفی و پرسشنامه استفاده شده و از طریق تحلیل داده بنیاد به 68 استراتژی نهفته در رابطه با فرهنگ در بازرگانی دست یافته است. در این مطالعه ضمن مصاحبه عمیق با بازرگانان خبره ، و توجه به تفاوت های فرهنگی که در عرصه بازرگانی بین الملل وجود دارد به بررسی و جمع بندی استراتژی هایی از جنس بازاریابی و بازرگانی بین الملل پرداختیم که با فرهنگ و هوش فرهنگی عجین هستند و قابلیت بهبود شرایط بازرگانی را در بحرانی ترین شرایط اقتصادی داراست. هدف از انجام این مطالعه تبیین استراتژی بازاریابی منطقه ای و بین المللی مبتنی بر هوش فرهنگی می باشد.پیشرفت یک بازاریابی بین المللی موفق در گرو درک و شناخت کامل تفاوت هایی است که در کشورهای مختلف جهان و فرهنگهای مختلف آن ها وجود دارد. بنابراین هدف از انجام این مطالعه یک التزام بسیار مهم است . در حقیقت ما با توجه به هر آن چیزی که از جنس فرهنگ موجودیت دارد و واقعیت های فرهنگی که در عرصه بازرگانی بین الملل وجود دارد به بررسی و جمع بندی استراتژی هایی از جنس بازاریابی و بازرگانی بین الملل پرداختیم. در این مطالعه توصیفی تحلیلی 120 نفر از بازرگانان و مدیران استان های؛ هرمزگان، فارس، بوشهر، اصفهان و تهران پس از کسب رضایت نامه آگاهانه وارد مطالعه شدند. ابزار گردآوری اطلاعات در این مطالعه شامل دو پرسشنامه اطلاعات دموگرافیک و پرسشنامه خودساخته استراتژی های بازاریابی بین الملل مبتنی بر هوش فرهنگی، می باشد. پرسشنامه اطلاعات دموگرافیک شامل؛ سن، جنسیت، مدرک تحصیلی، ارتباط با کشورهای خارج از ایران، تعداد سفرهای خارج از ایران، آگاهی از بازرگانی بین الملل، می باشد. پرسشنامه هوش فرهنگی دارای 68 سوال و 4 بعد؛ روانشناختی، شناختی، انگیزشی و رفتاری می باشد. تجزیه و تحلیل اطلاعات با استفاده از نرم افزار spss نسخه 21 و آمارهای توصیفی و آزمون های آماری استنباطی در سطح معنی داری 05/0p< بدست آمد. نتایج مطالعه حاضر نشان داد که استراتژی بازاریابی بین الملل مبتنی بر هوش فرهنگی مدیران بر بعد فراشناختی، شناختی، انگیزشی و رفتاری تاثیری مثبت و معناداری دارد. نتیجه مطالعه حاضر حاکی از دستیابی به استراتژی های بازاریابی بین الملل مبتنی بر هوش فرهنگیست.

regional marketing strategy based on cultural intelligence among businessmen and managers of fars, hormozgan, bushehr, isfahan and tehran provinces

markets are influenced by various factors. one of the most important factors is culture. in this analytical description, the delphi method and questionnaire were used, and through the analysis of the foundation's data, 68 latent strategies related to business culture were obtained. in this study, while interviewing khabar merchants, and paying attention to the cultural differences that exist in the field of international trade, we should examine and summarize strategies of marketing and international trade that are combined with culture and cultural intelligence and improve the conditions. they forgive it has business in the most critical economic conditions. the purpose of this study is to explain the regional and international marketing strategy on cultural intelligence. therefore, the purpose of this study is a very important commitment. in fact, according to everything that is available in terms of culture and cultural realities that exist in international trade, we examine and summarize the strategies of the types and pay for international trade. in this analytical description, 120 businessmen and managers of the provinces; hormozgan, fars, bushehr, isfahan and tehran were included in the study after obtaining informed consent. the collection tools in this study include two demographic questionnaires and a self-constructed international strategic questionnaire based on cultural information. demographic information questionnaire including; age, gender, degree, with outside iran, the number of trips outside iran, connection with international business. cultural intelligence questionnaire has 68 questions and 4 dimensions. it is psychological, cognitive, motivational and behavioral. data analysis using sps software version 21 and descriptive statistics and inferential statistical tests were obtained at a significance level of p<0.05. the results of this study showed that the international strategy based on managers' cultural intelligence has a positive and significant effect on metacognitive, cognitive, object and behavioral aspects. the result of the present study indicates the achievement of international survey solutions based on cultural intelligence. extended abstract introductionthe demand for a better understanding of international business has led to cross-cultural research and the invention of the concept of “cultural intelligence.” this concept refers to the ability to function effectively in diverse cultural situations and is associated with knowledge of cultural norms and conventions. people with high cultural intelligence are more successful in cross-cultural decision-making and business performance. international marketing requires a deep understanding of cultural differences. organizations that apply cultural intelligence in their strategies benefit from benefits such as improved performance and flexibility. cultural intelligence includes the awareness, understanding, and skills necessary to adapt to cultural challenges. it affects perspectives, intercultural communication, conflict management, multicultural teams, and understanding power dynamics in cultures. according to hofstede’s theory, cultural differences arise from four dimensions of individualism, power distance, uncertainty avoidance, and patriarchy that influence the behavior of organizations and employees. methodologyin this descriptive-analytical study, after conducting in-depth interviews with more than 12 experts and reaching data saturation points, 120 businessmen and managers entered the study after obtaining informed consent. the data collection tools in this study include two demographic information questionnaires and a self-made questionnaire on international marketing strategies based on cultural intelligence. the demographic information questionnaire includes; age, gender, educational degree, relations with countries outside iran, number of trips outside iran, and awareness of international business. the cultural intelligence questionnaire has 68 questions and 4 dimensions; metacognitive, cognitive, motivational, and behavioral. the scoring method for the questionnaire questions is a 5-option likert scale. the minimum and maximum scores are between 68-340. the validity and reliability of this study were assessed by 10 expert professors and cronbach's alpha was 75%. data analysis was performed using spss version 21 software and descriptive statistics and inferential statistical tests were obtained at a significance level of p<0.05. in the demographic section, all of whom were selected from international businessmen, 30% of the 120 participants in this study were female and 70% were male. 18% of the businessmen had a master's degree and 55% had a bachelor's degree. 10% of the businessmen had a diploma and 12% had a post-graduate diploma, and 5% had a doctoral degree. 18% of the businessmen were aware of the conditions in only one foreign country. also, 15% were aware of the conditions in the two countries and 36% of the conditions in 3 foreign countries. 25% of the businessmen were in contact with more than 4 countries in the world. in terms of business awareness, 25% of the people followed economic and business news, 19% were aware of international business laws, 23% had some experience in international business, and 16% of the businessmen were businessmen with experience in the international arena. data analysis was performed using spss version 21 software and descriptive statistics and inferential statistical tests at a significant level of p<0.05. results and discussion since it was not possible to conduct a census of all companies and individuals active in the field of commerce in iran in this study, the researcher, at his own discretion and that of the supervisor, selected the samples studied from several provinces and cities that had the highest exports and access in the field of cultural products and the relationship between culture and marketing. therefore, these limitations must be considered in the generalizability of the results of this study. the results of this study indicated that the intensity and direction of the effect of the international marketing strategy based on the cultural intelligence of managers on the metacognitive dimension was reported to be 0.29, which is a positive and significant effect. also, the intensity and direction of the effect of the metacognitive dimension on familiarity with consumer culture was reported to be 0.23, the effect of the metacognitive dimension on ethics in transactions was 0.96, the effect of the metacognitive dimension on marketing and advertising methods was 0.44, the effect of the metacognitive dimension on international approaches was 0.40, and the effect of the metacognitive dimension on cultural goods was reported to be 0.28, all of which are positive and significant effects. also, in the remaining dimensions, the interaction effect between the dependents and the dimension itself has been fully discussed. for example, the intensity and direction of the effect of the international marketing strategy based on the cultural intelligence of managers on the cognitive dimension has been reported to be 0.024. given that the beta is positive, the effect of the cognitive dimension on all the mentioned dimensions related to this dimension has a positive and significant effect. or in the motivational dimension, the intensity and direction of the effect of the international marketing strategy based on the cultural intelligence of managers on the motivational dimension has been reported to be 0.21. given that the beta is positive, the international marketing strategy based on the cultural intelligence of managers has a positive and significant effect on the motivational dimension. also, the intensity and direction of the effect of the international marketing strategy based on the cultural intelligence of managers on the behavioral dimension has been reported to be 0.40. given that the beta is positive, the behavioral dimension has a positive and significant effect on business contracts. conclusionin the present study, it has been shown that the metacognitive dimension of cultural intelligence and familiarity with consumer culture have a significant relationship. also, the components of ethics in transactions, international approaches, marketing methods, and cultural goods and services, which are all elements of the metacognitive dimension of cultural intelligence, have been confirmed as hypotheses in this study.in the cognitive dimension, it was found that a culture of law is very effective in adopting a marketing strategy. in fact, it can be inferred that the more legal restrictions are in the country of origin than in the destination country, the more business will move towards owning a business in the destination country, and if the legal restrictions are greater in the destination country, the more strategies of assembly work or selling points will be adopted.in the motivational dimension, many believe that consumer behavior should be studied as factors affecting motivation. but before that, it is necessary to inquire about marketing motivation for market expansion. the main factor motivating a marketer to expand the market is facing a new market with new challenges and new interactions, and in the behavioral dimension, it is clear at first glance that the size and assets of a company are effective in the success of that company in commercial contracts.in this study, using the grounded theory method, international marketing strategies based on cultural intelligence were identified and presented in the provinces of fars, isfahan, hormozgan, bushehr and tehran. according to the results of tables 2, 3, 4 and 5, the variables whose test hypothesis has been confirmed are considered as international marketing strategies that can help commerce from the perspective of cultural intelligence in the metacognitive, cognitive, motivational and behavioral dimensions, respectively.