Firma Özelliklerine Göre İhracat Performansının Analizi
Analysis of Export Performance According to Firm Characteristics

Summary/Abstract: This study aims to analyse the impact of organisational factors—such as firm size, years of operation, export experience, and the presence of marketing and export departments—on the 7P marketing mix elements and export performance. The analysis includes 539 firms operating in Istanbul that consistently exported during 2020, 2021, and 2022. Data were collected through structured questionnaires and analysed using descriptive statistics, ANOVA, and Tukey HSD tests. The measurement tool used in the research was developed through stages of literature review, expert opinions, and a pilot study conducted with 50 participants. Before the data analysis, the construct validity (EFA and CFA) and reliability of the scale were confirmed. The results indicate that firms with 250 or more employees, longer operational histories, greater export experience and dedicated marketing and export departments perform significantly better in marketing strategies and exports. Regarding department size, smaller agile teams (1-3 and 7-9 personnel) were found to achieve the highest performance, outperforming larger teams (10 or more). Diversity in export countries and customer base also plays a key role in enhancing export performance. These findings indicate that export success is driven not only by external factors but also by internal organisational structures and human capital, suggesting that firms can enhance competitive performance by prioritizing these internal elements.

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