Modelización de la performance de exportación: Una aplicación a las denominaciones de origen vitivinícolas españolas

Departa m ento: Ad ministración de Empresas y Co m ercialización e Investig ación de Mercad os (MARK ETING) MODELIZACIÓN DE L A PER FORMANCE DE EXPORTACIÓN: UNA APLICACIÓN A L AS DENOMINACIONES DE ORIGEN VITIVINÍCOLAS ESPAÑOLAS. Autor: Anto nio Navarro Ga rcía Director: Enriq ue Carlos Díez de Ca stro 25 de En ero de 2001 ÍNDIC E GE NERA L INTRODUCCIÓN 1. - INTRODUCCIÓN. ................................................................................................... 5 2. - LA EXPORTACIÓN COMO ÁMBITO DE ESTUDIO. ............................................. 6 3. - DELIMITACIÓN DEL TEMA OBJETO DE INVESTIGACIÓN: LA PERFORMANCE DE EXPORTACIÓN. ................................................................ 7 4. - RAZONES QUE JUSTIFICAN EL TEMA Y EL SECTOR OBJETO DE ESTUDIO. .............................................................................................................. 8 5. - CONTRI BUCIÓN E IMPORTANCIA DE LA INVESTIGACIÓN. ............................ 9 6. - OBJETIVOS DE LA INVESTIGACIÓN. ............................................................... 10 7. - ORGANIZACIÓN Y ESTRUCTURA DE LA INVESTIGACIÓN. ........................... 13 PRIMERA PARTE REVISIÓN DE LA LITERATURA Y MARCO TEÓRI CO DE LA INVES TIGACIÓ N CAPÍTULO I: REVISIÓN TEÓRICA Y PRINCIPALES ENFOQUES EN EL ESTUDIO DE LOS DETERMINANTES DE LA PERFORMANCE DE EXPORTACIÓN. ....................................... 19 1. - INTRODUCCIÓN. ................................................................................................ . 21 2. - PRINCIPALES ENFOQUES TEÓRICOS. ............................................................ 22 2.1. - EL ENFOQUE SECUENCIAL (MODELO DE UPPSALA) DEL PROCESO DE I NTERNACIONALI ZACI ÓN. .............................................................................. 22 2.2. - TEORÍA DE LOS COSTES D E TRANSACCIÓN. .................................................... 23 2.3. - ESTRATEGIA DE MARKETING - MI X: E STANDA RIZ ACI ÓN VERS US ADAPTACIÓN . ......................................................................................................... 25 2.4. - EL ENFOQUE RELACIONAL. .................................................................................. 28 2.5. - OTROS E NFOQUES. ................................................................................................ 29 2.5.1. - El Modelo de Inn ovación. .............................................................................................. 30 2.5.2. - Paradi gma Estr uctura - Es trat egia - Res ulta dos. ........................................................... 30 2.5.3. - Enfoque de Dir ección Est ratégi ca. ............................................................................... 30 3. - DETERMINANTES DE LA PERFOMANCE DE EXPORTACIÓN . ...................... 31 3.1. - INTRODUCCI ÓN. ...................................................................................................... 31 3.2. - DELIMI TACIÓN DEL MARCO TEÓRI CO. ................................................................ 32 3.3. - REVISI ÓN TE ÓRICA DE LOS DETERMI NANTES DE LA PERFORMANCE DE EXPORTACIÓN. ................................................................... 35 3.3.1. - CARACTERÍSTI CAS DE L OS ESTUDI OS SOMETI DOS A REVI SIÓN. ..................... 37 3.3.2. - DETERMINANTES DE L A PERFORMANCE DE EXPORTACIÓN. ............................ 38 3.3.3. - MEDI CIÓN DE LA PERF ORMANCE DE EXPO RTACI ÓN. ................................ ......... 42 3.3.3.1. - Medida s fi nanc ie ras de l a per fo rmanc e de exp ort aci ón. ........................... 44 3.3.3.2. - Medida s subj et iv as de la pe rf or mance de expor tación. ............................. 46 3.3.3.3. - Escalas o medidas compuesta s. .................................................................. 48 3.3.4. - MÉTODO EMPLEAD O EN LA REVISI ÓN DE LA LIT ERATURA (EMP ÍRICA) SOB RE LOS DET ERMINA NTES DE L A PERFOR MANC E DE EXPORTACIÓN: EL META - ANÁLISI S. ........................................................................ 49 3.3.5. - ESTUDIOS EMPÍ RICOS SOMETIDOS A REVISIÓN. ................................................. 52 3.4. - RESULTADOS DEL META - ANÁLI SI S. .................................................................... 56 3.4.1. - FACTO RES INTERNOS Y C ONTROLABLES P OR LA DIRECCIÓN DE LA EMPRESA. .................................................................................................................. 56 3.4.1.1. - La estrategi a de marke ting apl icada a la activi dad exportador a. .............. 57 3.4.1.2. - Percepciones y a ctit udes di rect ivas. ........................................................... 68 3.4.1.3. - Los i ntercambios relacionales entre los exportadores y sus representantes legales en los mercados exteriores. ................................ 73 3.4.2. - FACTORES INTERNOS NO CONTROLA BLES. ......................................................... 74 3.4.2.1. - Caracter íst icas de los di rect ivos. ................................................................ . 75 3.4.2.2. - Las competencias empresariales y su repercusión en el ámbito intern aciona l. ................................................................................................ . 77 3.4.2.3. - Las características empresariales. ............................................................... 80 3.4.3. - FACTORES EXTERNOS NO CONTR OLABLES. ....................................................... 82 Anexo al capítulo I: Estudios sometidos a meta- análisis. ........................................ 89 CAPÍTULO II: MODELIZACIÓN DE LA PERFORMANCE DE EXPOR TACIÓN. .................................................................. 101 1. - INTRODUCCIÓN. ............................................................................................... 103 2. - OBJETIVOS DEL CAPÍTULO. ........................................................................... 104 3. - LA MODELIZACIÓN COMO HERRAMIENTA DE ANÁLISIS Y SU APLICACIÓN AL MARKETING. ....................................................................... 104 4. - TIPOS DE MODELOS: CLASIFICACIÓN. ......................................................... 107 5. - MODELIZACIÓN DE LA PERFORMANCE DE EXPORTACIÓN. ..................... 109 q McGuiness y Lit tle (1981) . ......................................................................... 111 q Rosson y Ford (1 982) . ................................................................................ 118 q Cooper y Kle insc hmidt ( 1985 ). .................................................................. 126 q Donthu y Kim (19 93). ................................................................................. 136 q Madsen (1989). ........................................................................................... 139 q Aaby y S lat er ( 198 9). .................................................................................. 145 q Chett y y Hami lt on (19 93). .......................................................................... 149 q Axin n y Tha ch (19 90) . ................................................................................ 150 q Wal t er s y S ami ee (1 99 0) . ........................................................................... 155 q Holzmül l er y Ka sper ( 1991) . ...................................................................... 161 q Louter, Ouwerkerk y Bakker (1991) . ......................................................... 168 q Koh ( 1991 ). .................................................................................................. 176 q Zhang (1993 ). .............................................................................................. 183 q Bij molt y Zwar t (199 4). ............................................................................... 194 q Cavusgi l y Zou (19 94). ............................................................................... 201 q Diamant opoul os y Schl egel mil ch ( 1994 ). ................................................ 209 q Naidu y Pra sad (199 4). ............................................................................... 214 q Style s y Ambler (1994 ). .............................................................................. 222 q Atuah ene - Gi ma (19 95 ). .............................................................................. 230 q Moi ni ( 19 95) . ................................................................ ............................... 235 q Katsi keas , Pie rcy e Ioa nnid is (1 996) . ....................................................... 241 q Bell o y Gi ll i land ( 1997) . .............................................................................. 247 q Lee y Ja ng (1998) . ...................................................................................... 258 q Pierc y, Ka leka y Kat sike as ( 1998) . ............................................................ 263 q Shoham (1 999). ........................................................................................... 269 6. - CONCLUSIONES GENERALES A LA MODELIZACIÓN DE LA PERFORMANCE DE EXPORTACIÓN. .......................................................... 276 SEGUNDA PARTE FUNDAMENTOS CONCEPTUALES DEL MODELO PROPUESTO CAPÍTULO III: MODELO CONCEPTUAL E HIPÓTESIS DE INVESTIGAC IÓN. .............................................................. 281 1. - INTRODUCCIÓN. ............................................................................................... 283 2. - DEFINICIÓN DE VARIABLES Y PLANTEMIENTO DE HIPÓTESIS. ................ 284 2.1. - LAS RELACIONES SOCIOPOLÍTICAS EN LO S CANALES DE DISTRI BUCIÓN. .................................................................................................. 286 2.1.1. - Depende ncia Rel ati va. .............................................................................................. 287 2.1.2. - Los Aspectos Relaciona les (Nor mas Relacional es) en el Canal de Dist ribuc ión. ............................................................................................................... 289 2.1.2.1. - La Solidari dad (Coopera ción). ................................ .................................... 291 2.1.2.2. - El Int ercambio de I nformaci ón. ................................................................... 292 2.1.2.3. - La Flexibi lidad. ............................................................................................. 293 2.2. - LAS COMPE TENCIAS EMPRESARIALES EN EL ÁMBITO INT ERNA CIO NAL: EXP ERIE NCIA Y CO NOC IMIEN TO DE LOS MERCADOS E XTER IORE S. ............................................................................. 294 2.2.1. - La Experi encia Internac ional de la Organizaci ón. .................................................. 295 2.2.2. - El Conocimie nto de los Mercados Exter iores. ....................................................... 2 96 2.3. - EL COMPROMISO EXPORTADOR DE LA ORGANIZACIÓN. ............................. 297 2.4. - EL ENTORNO EN L AS OPERACIONES DE EXPORTACIÓN. ............................. 299 2.4.1. - Dimens iones del ent orno. ........................................................................................ 300 2.4.2. - La vol atil idad del entorno. ................................................................ ........................ 301 2.5. - LA ESTRATEGIA DE MARKETING APLICADA A LA ACTIVIDAD EXPORTAD ORA. ................................................................................................ 303 2.5.1. - Estra tegia de Se lecci ón de Mercados. .................................................................... 304 2.5.2. - Estra tegia de Mar keti ng - Mix. .................................................................................... 306 2.6. - LAS CARACTERÍSTICAS EMPRESA RIALES. ..................................................... 308 2.7. - LA PERFORMAN CE DE EXPORTACIÓN. ............................................................ 309 3. - ESCALAS DE MEDIDA DE LOS CONCEPTOS LATENTES. ........................... 311 3.1. - Instru men to de medida de l conce pto “Dependenci a Rel ativa” ........................ 312 3.2. - Instrumento de medida del concept o “Normas Relaci onales” ......................... 314 3.3. - Instrumento de medida del concept o “Competencias Inter nacionales ” ......... 315 3.4. - Instrumento de medida del concept o “Volat il idad del Entor no” ...................... 317 3.5. - Instrumento de medida del concept o “Compromiso Export ador” .................. 319 3.6. - Indic adore s inclu idos en las “C aract erística s Em presa riales” ....................... 321 3.7. - Instrumento de medida del concept o “Estr ategia de Marketi ng” .................... 321 3.8. - Instrumento de medida del c onc epto “Per formance de Export ación” ............ 324 TERCERA PARTE ESTUDIO EMPÍRICO CAPÍTULO IV: PLANIF ICACIÓN Y MÉTODO DE INVESTI GACIÓN. ............. 331 1. - PLANIFICACIÓN DE LA INVESTIGACIÓN. ...................................................... 333 2. - MÉTODO DE INVESTIGACIÓN. ........................................................................ 334 2.1. - DISEÑO DEL CUE STIONARI O. ............................................................................. 335 2.2. - PRETEST DEL CUESTI ONARIO. .......................................................................... 337 2.3. - PRESENTACIÓN Y ENVÍ O DEL CUESTI ONARIO. ............................................... 338 2.4. - JUSTIFICACIÓN DE LA MUESTRA . ...................................................................... 339 3. - ANÁLISIS DE DATOS. ....................................................................................... 343 4. - PROCEDIMIENTO DE ANÁLISIS DE LOS INSTRUMENTOS DE MEDIDA. .... 346 4.1. - UNIDI MENSIONALI DAD. ........................................................................................ 346 4.2. - VALIDEZ DEL INSTRU MEN TO DE MEDI DA. ........................................................ 346 4.2.1. - Vali dez d e cont enido. ................................................................................................ 346 4.2.2. - Vali dez d e const ructo. .............................................................................................. 347 4.2.3. - Vali dez c onvergent e. ................................................................................................ . 347 4.2.4. - Vali dez d iscri minante . ............................................................................................... 347 4.3. - FIABILIDAD DEL I NSTRUMENTO DE MEDIDA. ................................................... 347 4.4. - IDE NTIFIC ACIÓ N DE L MO DEL O DE MED IDA. .................................................... 348 4.5 .- ESTIMACIÓN DEL MODELO DE MEDIDA. ........................................................... 349 4.5.1. - Elecc ión d el t ipo de matr iz d e entr ada de datos. ................................................... 349 4.5.2. - Esti mación de los parámet ros de l model o. ............................................................ 350 4.6. - EVALUACIÓN DEL MODELO DE MEDIDA. .......................................................... 350 4.6.1. - Inspe cción d e las estim acion es infrac toras. .......................................................... 351 4.6 .2. - Evaluación del ajust e del modelo de medi da. ........................................................ 352 4.6.3. - Ajuste gl obal del modelo. ......................................................................................... 353 4.6.3.1. - Medida s abso lut as de aj us te. ..................................................................... 353 4.6.3.2. - Medida s inc reme nta le s d e aju ste . .............................................................. 354 4.6.3.3. - Medida s de aj ust e d e par simo nia . .............................................................. 355 4.6.4. - Vali dez d iscri minant e. ................................ ............................................................... 355 4.6.5. - fiabi lidad o consistenci a inter na del i nstrumento de medida. .............................. 356 4.6.5.1. - El coefi cie nte Al pha de Cronbach. ............................................................. 356 4.6.5.2. - Correla ción ent re í tems. .............................................................................. 357 4.6.5.3. - Fiabili dad compuesta. ................................................................................. 357 4.6.5.4. - Varianza extra ída. ......................................................................................... 357 5. - PROCEDIMIENTO DE ANÁLISIS DEL MODELO ESTRUCTURAL. ................ 357 5.1. - ESPECIFICACI ÓN DEL MODELO ESTRUCTURAL. ............................................ 358 5.2. - IDE NTIFIC ACIÓ N DE L MO DEL O ES TRU CTUR AL. .............................................. 358 5.3. - ESTIMACIÓN DEL MODELO ESTRUCTURAL. .................................................... 359 5.4. - EVALUACIÓN DEL MODELO ESTRUCTURAL. ................................................... 359 5.5. - INT ERPR ETA CIÓN Y RE ESPE CIFIC ACIÓ N DE L MO DEL O EST RUC TUR AL. ... 360 Anexo al capítulo IV: Cuestionario y codificación de variables. ........................... 363 CAPÍTULO V: RESULTADOS DE L A INVESTIGACIÓN. ................................ 375 1. - INTRODUCCIÓN. ............................................................................................... 377 2. - ESTUDIO DESCRIPTIVO DE LA MUESTRA. ................................................... 377 2.1. - Número de De nomina cion es de Or i gen vi ti vi ní col as co merci al iz adas internaci onalmente. .................................................................................... 378 2.2. - Grado de as oci aci oni smo o c once ntr aci ón. ................................................ 379 2.3. - Tamaño o di mensión empresa rial . ................................................................ 380 2.4. - Edad de la empresa . ....................................................................................... 382 2.5. - Experi encia int ernac ional de la Organi zaci ón. ............................................ 383 2.6. - Tipo de vino exportado. ................................................................................. 383 2.7. - Princi pal es ár eas de mercados y número de países a los que se exporta. ........................................................................................................... 384 2.8. - Formas de comerc iali zación (canal es de distr ibución) en los merca dos exteriores. ...................................................................................................... 386 2.9. - Fuentes de inf ormación sobr e l os mercados exteri ores. ........................... 387 2.10. - Princi pal es f uncione s de los dir ecti vos e n el ámbi to i nter naci onal. ....... 388 2.11. - La propensi ón export adora. ........................................................................ 388 2.12. - Otro s a spec tos de i nt erés . ........................................................................... 389 3. - INCIDENCIA DE LA ESTRATEGIA DE SELECCIÓN DE MERCADOS SOBRE LA PERFORMANCE DE EXPORTACIÓN: CONTRASTE DE LAS HIPÓTESIS H 15 Y H 16 . ....................................................................................... 390 4. - INCIDENCIA DE LAS CARACTERÍSTICAS EMPRESARIALES SOBRE LA ESTRATEGIA D E MARKETING INTERNACIONAL Y PERFORMANCE DE EXPORTACIÓN: CONTRASTE DE LAS HIPÓTESIS H 19 , H 20 Y H 21 . ............. 392 5. - ANÁLISIS DE LA VALIDEZ Y CONSISTENCIA INTERNA DE LOS INSTRUMENTOS DE MEDIDA. ........................................................................ 398 5.1. - Evaluación de la escal a “Dependenci a de los Dist ribui dores - Interm ediar ios Extran jeros ” ........................................................................................................ 398 5.2. - Evaluaci ón d e l a esc ala “Compromiso Export ador” ....................................... 401 5.3. - Evaluaci ón d e l a esc ala “Competenci as Int ernaci onale s” .............................. 404 5.4. - Evaluaci ón d e l a esc ala “Entor no de los Mercado s Ext ranj eros” .................. 405 5.5. - Evaluaci ón d e l a esc ala “Normas Relaci onal es” ............................................. 408 5.6. - Evaluaci ón d e l a esc ala “Adaptac ión del Market ing - Mi x” ............................... 414 5.7. - Evaluaci ón d e l a esc ala “Perf ormance de Exp ortac ión” ................................ . 417 6. - ANÁLISIS DEL MODELO ESTRUCTURAL. ..................................................... 425 6.1. - ESPECIFICACI ÓN DEL MODELO. ........................................................................ 425 6.2. - IDE NTIFIC ACIÓ N DE L MO DEL O. .......................................................................... 428 6.3. - ESTIMACIÓN Y EVALUACIÓN DEL MODELO. .................................................... 428 6.3.1. - Est imaci ón y evaluaci ón de l model o de medida p revio al estruc tural . .............. 429 6.3.2. - Es timación y evaluaci ón del modelo estructural . ................................ .................. 432 6.4. - INT ERPR ETA CIÓN DEL MOD ELO . ....................................................................... 441 6.4.1. - Relac ión entre la dependencia de los intermedia rio s - distri buidores extranjeros y las normas r elacionales (H 1 ). ........................................................ 444 6.4.2. - Efecto de las normas r elaci onales sobr e el resul tado cuantitativo de la actividad expor tadora (H 2 ). ................................................................ ..................... 444 6.4.3. - Efecto de las normas relacio nales sobre los objetiv os que se percibe haber logra do por la direcció n de la e mpres a expo rtadora (H 3 ). ................................... 445 6.4.4. - Rel aci ón ent re la s compete ncia s int ern acional es de la organización y las normas rela cionales (H 4 ). ....................................................................................... 446 6.4.5. - Relación entre las competenc ias internac iona les de la organizac ión y la adaptación de l os elementos de market ing - mix ( H 5 ). ........................................... 447 6.4.6. - Efecto de las competencias in ternaci onale s de l a organización sobre los objeti vos que se perciben haber l ogrado (H 7 ). ..................................................... 448 6.4.7. - Efecto del compromiso exportador sobre el resultado cuanti tat ivo de la actividad expor tadora (H 9 ). ................................................................ ..................... 449 6.4.8. - Efecto del compromiso exportador sobre los objeti vos que la di rección percibe haber logr ado (H 10 ). ................................................................................... 450 6.4.9. - Rela ción ent re l a v olat ili dad del ent orno y l as no rmas r ela ciona les (H 11 ). .......... 450 6.4.10. - Relac ión entr e la vol ati lida d del ent orno y ada ptaci ón d el mar keti ng - mix (H 12 ). ...... 452 6.4.11. - Efecto de la volatili dad d el entorno sobre los objetivos que se percibe haber alcanzado (H 14 ). ..................................................................................................... 452 6.4.12. - Ef ecto de l a adaptaci ón del marketing - mix sobre los objetivos que se perciben haber logr ado por la di rección de la empresa export adora (H 18 ). .... 453 6.4.13. - Relació n entre el r esultado cuantitati vo o financiero de las exportaciones y el logro de objeti vos (H 22 ). ......................................................................................... 454 CUARTA PARTE CONCLUSIONES Y REFLEXI ONES FI NALES CAPÍTULO VI: CONCLUSI ONES A LA INVESTIGACIÓN. ............................. 459 1. - CONTRIBUCIONES DE LA INVESTIGACIÓN. ................................ ................. 461 1.1. - Contr ibuc ione s t eóricas al tema objeto de invest igación. ................................ 461 1.2. - Contr ibuc ione s e mpíri cas a l a i nves ti gaci ón. ..................................................... 465 2. - IMPLICACIONES EN EL ÁMBITO DE LA DIRECCIÓN DE EMPRESAS Y GESTIÓN DE MARKETING. ............................................................................... 467 2.1. - Implicaci ones deri vadas de l as caract eríst icas empresar iale s. ....................... 4 67 2.2. - Implicaci ones deri vadas de l a est rategia de sel ección de mercados. ............. 469 2.3. - implicaci ones deri vadas del modelo est ructural . ............................................... 469 3. - IMPLICACIONES PARA LA ADMINISTRACIÓN PÚBLICA. ............................ 472 4. - LIMITACIONES A LA 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