بررسی راهبرد مناسب ورود به بازار بین‌المللی محصولات کشاورزی ارگانیک

مجله اقتصاد و توسعه کشاورزی

دوره 37، شماره 4 - شماره پیاپی 61، دی 1402، صفحه 397-413   

نوع مقاله: مقالات پژوهشی به زبان انگلیسی

شناسه دیجیتال (DOI): 10.22067/jead.2024.84095.1214

نویسندگان

حنانه آقاصفری¹؛ علیرضا کرباسی^{* 1}؛ حسین محمدی¹؛ رابرتو کلیستی²

¹گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران

²دانشکده علوم کشاورزی، غذا و محیط زیست، دانشگاه پروجیا، ایتالیا

چکیده

افزایش نگرانی مصرف­کنندگان از کیفیت و ایمنی محصولات کشاورزی در سراسر جهان سبب شده است تا محصولات ارگانیک به یکی از محبوب­ترین گزینه­های مصرف سالم و پایدار تبدیل شوند. گرایش و مصرف روزافزون محصولات کشاورزی ارگانیک، رشد فزاینده بازار این محصولات را در دو دهه اخیر به همراه داشته است. به دلیل اهمیت ورود و کسب سهمی از این بازار رو به رشد، این مطالعه به بررسی عوامل مؤثر بر راهبرد ورود به بازار بین­المللی محصولات ارگانیک و تعیین راهبرد مناسب برای ورود به آن با استفاده مدل­سازی معادلات ساختاری می­پردازد. داده­های این مطالعه با جمع­آوری 90 پرسشنامه از تولیدکنندگان محصولات زعفران، پسته و کشمش ارگانیک در سال 1400 با روش نمونه­گیری در دسترس در استان خراسان رضوی به­دست آمده است. نتایج به‌دست آمده حاکی از آن است که متغیرهای ریسک و انگیزه ورود به بازار بین­المللی به طور مستقیم و متغیر مالکیت بر تولید و بازاریابی به­طور غیرمستقیم و از طریق اثرگذاری بر انگیزه ورود به بازار بین­المللی، بر راهبرد ورود به بازار بین­المللی اثر مثبت و معنادار دارند. ضمن این­که ریسک اثر کاهنده و معنادار بر انگیزه ورود به بازار بین­المللی محصولات ارگانیک دارد. بر این اساس، راهبرد مناسب برای ورود به بازار بین­المللی محصولات ارگانیک، راهبردهای غیرمستقیم، مشارکتی و غیرحضوری مانند صادرات غیرمستقیم، تولید قراردادی و سرمایه­گذاری مشترک به‌دست آمد. از این­رو، پیشنهاد می­شود دولت برای حضور مستقیم تولیدکنندگان محصولات ارگانیک در بازارهای بین­المللی، ریسک­های ناشی از تحریم و موانع انگیزه­ای برای ورود به بازار را رفع نموده یا کاهش دهد.

کلیدواژه‌ها

انگیزه؛ ریسک؛ مالکیت بر تولید و بازاریابی؛ محصولات ارگانیک؛ ورود به بازار

مراجع

1. Agricultural Jihad Organization of Khorasan Razavi. (2020).
2. Aguzzoli, R., Lengler, J., Sousa, C.M.P., & Benito, G.R.G. (2021). Here we go again: A case study onRe-entering a Foreign Market. British Journal of Management, 32, 416–434. https://doi.org/10.1111/1467-8551.12407
3. Ahsan, F.M., Sinha, A., & Srinivasan, R. (2020). Exploring firm-level antecedents that drive motives of internationalization: A study of knowledge intensive Indian firms. Management and Organization Review, 16(4), 867-906.
4. Akter, S., Ali, S., Fekete-Farkas, M., Fogarassy, C., & Lakner, Z. (2023). Why organic food? Factors influence the organic food purchase intension in an emerging country (Study from Northern part of Bangladesh). Resources,12, 1-5. https://doi.org/10.3390/resources12010005
5. Albaum, G. & Duerr, E. (2008). International marketing and export management. Prentice Hall, London.
6. Almgren, K. (2014). The four factors for targeting an attractive market. International Journal of Humanities and Social Science, 4(9), 71-76.
7. Ali, Hazem, Min Li, & Yunhong Hao. (2021). Purchasing behavior of organic food among Chinese University students. Sustainability, 13(10), 2-17. https://doi.org/10.3390/su13105464
8. Anggara, R.A. (2011). Implementation of risk management framework in supply chain: A tale from a biofuel company in Indonesia. Manchester Business School Working Paper, University of Manchester.
9. Brookes, M., & Roper, A. (2010). The impact of entry modes on the organizational design of international hotel chains. The Service Industries Journal, 30(9), 1499–1512. https://doi.org/10.1080/02642060802626857
10. Byrne, B.M. (2010). Structural equation modeling with AMOS. Routledge, New York.
11. Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Lawrence Erlbaum Associates, Hillsdale.
12. Dehghan Shabani, Z., Samadi, A.H., & Zare, A. (2017). Does market potential matter? Evidence on the impact of market potential on economic growth in Iranian provinces. Iranian Economic Review, 21(4), 847-863. https://doi.org/22059/IER.2017.64084
13. Esposito Vinzi, V., Trinchera, L., & Amato, S. (2010). PLS path modeling: From foundations to recent developments and open issues for model assessment and improvement. p. 47-82. In: Esposito Vinzi, V., Chin, W., Henseler, J., Wang, H. (eds) Handbook of Partial Least Squares, Springer, Berlin, Heidelberg.
14. Goetz, C., Coste, J., Lemetayer, F., Rat, A.C., Montel, S., Recchia, S., & Guillemin, F. (2013). Item reduction based on rigorous methodological guidelines is necessary to maintain validity when shortening composite measurement scales. Journal of Clinical Epidemiology, 66(7), 710–718. https://doi.org/10.1016/j.jclinepi.2012.12.015
15. Golalizadeh, F., Rezvani, H., & Talebnejad, A. (2014). Factors affecting the tendency of food exporters to control their international activities in foreign markets: Case of food exporters in Mazandaran province, Iran. Management and Development Process, 26(4), 135-150. (In Persian with English abstract)
16. Gundala, R.R., & Singh, A. (2021). What motivates consumers to buy organic foods? Results of an empirical study in the United States. PLoS One, 16(9), 1-17. https://doi.org/10.1371/journal.pone.0257288
17. Hair, J.F., Howard, M.C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069
18. Hair, J.F., Matthews, L.M., Matthews, R.L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: Updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107–123. https://doi.org/10.1504/IJMDA.2017.087624
19. Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2013). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, Sage.
20. Hansmann, R., Baur, I, & Binder, C.R. (2020). Increasing organic food consumption: An integrating model of drivers and barriers. Journal of Cleaner Production, 275, 123058. https://doi.org/10.1016/j.jclepro.2020.123058
21. Hauger, P. (2006). An analysis of transfer risk in comparison to Sovereign risk. M.Sc. Thesis. Frankfurt School of Finance & Management, Munich.
22. Henseler, J., Dijkstra, T.K., Sarstedt, M., Ringle, C.M., Diamantopoulos, A., Straub, D.W., & Calantone, R.J. (2014). Common beliefs and reality about PLS: Comments on Rönkkö & Evermann. Organizational Research Methods, 17(2), 182–209. https://doi.org/10.1177/1094428114526928
23. Hollensen, S. (2008). Essentials of global marketing. Pearson Education, England.
24. Hwang, H., Malhotra, N.K., Kim, Y., Tomiuk, M.A., & Hong, S. (2010). A comparative study on parameter recovery of three approaches to structural equation modeling. Journal of Marketing Research, 47, 699-712.
25. Howard, M.C. (2018). Scale pretesting. Practical Assessment, Research & Evaluation, 23(5), 1-14. https://doi.org/10.7275/hwpz-jx61
26. Iran Organic Association. (2020). Available at:
27. Iqbal, J., Yu, D., Zubair, M., Rasheed, M.I., Khizar, H.M.U., & Imran, M. (2021). Health consciousness, food safety concern, and consumer purchase intentions toward organic food: The role of consumer involvement and ecological motives. SAGE Open, 11(2), 1-14. https://doi.org/10.1177/21582440211015727
28. Ismail, I.I. (2017). An empirical study on country risk as a predictor of market entry decisions: Impact of political, economic and financial risks on FDI Inflows of Horn of Africa and Middle East North Africa Region (MENA). Journal of International Business Research and Marketing, 2(5), 24-32. https://doi.org/10.18775/jibrm.1849-8558.2015.25.3004
29. Koch, A., Panayides, M., & Thomas, S. (2020). Common ownership and competition in product markets. Journal of Financial Economics, 139(1), 109-137. https://doi.org/10.1016/j.jfineco.2020.07.007
30. Kubickova, L., Votoupalova, M., & Toulova, M. (2014). Key motives for internationalization process of small and medium–sized enterprises. Procedia Economics and Finance, 12, 319-328. https://doi.org/10.1016/S2212-5671(14)00351-7
31. Kułyk, P. & Dubicki, P. (2019). Determinants of consumer behavior on the organic food market. Problems of World Agriculture, 19(34), 79–87. https://doi.org/10.22004/ag.econ.288520
32. Lin, F.J., & Ho, C.W. (2019). The knowledge of entry mode decision for small and medium enterprises. Journal of Innovation & Knowledge, 4(1), 32-37. https://doi.org/10.1016/j.jik.2018.02.001
33. López-Duarte, C., & Vidal-Suárez, M.M. (2010). External uncertainty and entry mode choice: cultural distance, political risk and language diversity. International Business Review, 19(6), 575-588. https://doi.org/10.1016/j.ibusrev.2010.03.007
34. Lu, Y., Karpova, E.E., & Fiore, A.M. (2011). Factors influencing international fashion retailers’ entry mode choice. Journal of Fashion Marketing and Management, 15(1), 58-75. https://doi.org/1108/13612021111112340
35. Masum, M., Mohammadkazemi, R., & Zarei, B. (2020). Identification and prioritization of international market entry ways (Case study: organic fertilizer). Commercial Surveys, 18(100), 77-90. (In Persian with English abstract)
36. Miecinskienea, A., Stasytytėa, V., & Kazlauskaitė, J. (2014). Reasoning of export market selection. Procedia-Social and Behavioral Sciences, 110(24), 1166-1175. https://doi.org/10.1016/j.sbspro.2013.12.963
37. Mirahmadi, A., & Hamidizadeh, M. (2018). The core capabilites food firms’s impact on their readiness to enter international markets. Strategic Management Studies, 9(35), 53-75.
38. Mohammadzadeh, S.H., Karbasi, A.R., & Mohammadi, H. (2018). Factors affecting the selection of strategies for entering the foreign market of medicinal plants. Journal of Agricultural Economics and Development, 32(2), 185-197. (In Persian with English abstract)
39. Nejatianpour, A., & Esmaeili, A. (2016). Analysis of the factors affecting the export of food industry products: Rural development approaches. Rural Development Strategies, 3(3), 335-353.
40. Nisar, S., Boateng, A., Wu, J., & Leung, M. (2012). Understanding the motives for SMEs entry choice of international entry mode. Marketing Intelligence & Planning, 30(7), 717-739. https://doi.org/10.1108/02634501211273823
41. Pashazadeh, Y., & Adel, Z. (2019). An analysis of how specific factors and barriers affect the strategy of companies to enter international markets using the method of structural equation modeling: A case study of companies trading in dried fruits. Journal of Business Administration Researches, 11(21), 141-161.
42. Pehrsson, A. (2008). Strategy antecedents of modes of entry into foreign markets. Journal of Business Research, 61(2), 132–140. https://doi.org/10.1016/j.jbusres.2006.09.032
43. Petter, S., Straub, D., & Rai, A. (2007). Specifying formative constructs in information systems research. MIS Quarterly, 31(4), 623-656.
44. Rafat, M., & Farahani, M. (2019). The country risks and foreign direct investment (FDI). Iranian Economic Review, 23(1), 235-260.
45. Ravelomanana, F., Yan, L., Mahazomanana, C., & Miarisoa, L.P. (2015). The external and internal factors that influence the choice of foreign entry modes at Wuhan iron and Steel Corporation. Open Journal of Business and Management, 3(1), 1-9.
46. Rigdon, E.E. (2014). Rethinking partial least squares path modeling: Breaking chains and forging ahead. Long Range Planning, 47(3), 161–167. https://doi.org/10.1016/j.lrp.2014.02.003
47. Rizzo, G., Borrello, M., Dara Guccione, G., Schifani, G., & Cembalo, L. (2020). Organic food consumption: The relevance of the health attribute. Sustainability, 12, 595. https://doi.org/10.3390/su12020595
48. Sarstedt, M., Ringle, C.M., Henseler, J., & Hair, J.F. (2014). On the emancipation of PLS-SEM: A commentary on Rigdon. Long Range Planning, 47(3), 154–160. https://doi.org/10.1016/j.lrp.2014.02.007
49. Skarmeas, D., Lisboa, A., & Saridakis, C. (2016). Export performance as a function of market learning capabilities and intrapreneurship: SEM and FsQCA findings. Journal of Business Research, 69(11), 5342-5347. https://doi.org/10.1016/j.jbusres.2016.04.135
50. Tahernejad, K., Rangriz, H. & Mozafari, M.M. (2021). Designing a causal model of strategies for entering international markets. Journal of International Business Administration, 4(3), 23-43.
51. Tang, R.W., & Buckley, P.J. (2020). Host country risk and foreign ownership strategy: Meta-analysis and theory on the moderating role of home country institutions. International Business Review, 29(4), 1-15. https://doi.org/10.1016/j.ibusrev.2020.101666
52. Tsang, E.W.K. (2005). Influences on foreign ownership level and entry mode choice in Vietnam. International Business Review, 14(4), 441–463. https://doi.org/10.1016/j.ibusrev.2005.03.001
53. Wang, J., Xue, Y., & Liu, T. (2023). Consumer motivation for organic food consumption: Health consciousness or herd mentality. Front Public Health, 10, 1042535. https://doi.org/10.3389/fpubh.2022.1042535
54. Willer, H., Schlatter, B., & Trávníček, J. (2023). The world of organic agriculture statistics and emerging trends 2023. Research Institute of Organic Agriculture FiBL, Frick, and IFOAM (International Federation of Organic Agriculture Movements), Bonn, Switzerland.
55. Willer, H., Travnicek, J., Meier, C., & Schlatter, B. (2021). The world of organic agriculture statistics and emerging trends 2021. Research Institute of Organic Agriculture FiBL, Frick, and IFOAM (International Federation of Organic Agriculture Movements), Bonn, Switzerland.
56. Wong, K.K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24, 1-32.
57. Xu, Y., Hu, S., & Fan, X. (2011). Entry mode choice of Chinese enterprises: The impacts of country risk, cultural distance and their interactions. Frontiers of Business Research in China, 5(1), 63–78. https://doi.org/10.1007/s11782-011-0121-8
58. Zekiri, J. (2016). Motivating factors and the modes of entry in other markets. Ecoforum, 5, 9-18.
59. Zekiri, J. (2016). The motivating factors for entering into foreign markets- The case of Republic of Macedonia. Fascicle of the Faculty of Economics and Public Administration, 5, 182-191.