چكيده به لاتين
Abstract
The present project has been undertaken with the title of identifying and ranking of key success factors of small and medium enterprises in international marketing with using fuzzy AHP , case study: food industry. Two type of questionnaires have been used to gather the data for this project. The first questionnaire data gathered from academic experts, CEOs and commercial executives of food companies. 123 food manufacturing companies have been carefully selected and the first questionnaire was sent to their CEOs and commercial executives forming a statistical society of 246 persons. The second questionnaire statistical society was chosen from the academic experts based on the opinion of the project supervisor and the project advisor. The main factors were extracted from the first questionnaire using factor analysis method then the factors were identified and ranked from the second questionnaire data using analysis hierarchy process method. In overall, the weight of final definitive sub-criteria in order of their importance are as follows: company's financial resources, networking and communications, supply chain, technical and technological factors, company's capabilities, political and legal environment, customer, economic environment, production and culture infrastructure and company’s policies.
The results of this research have been summarised and finalised in the form of collection of factors and the aforementioned components in 10 criteria and 61 sub-criteria. These factors include: the financial resources of the organisation, the economic environment, culture and politics, legal and political, network and organisational connections, supply chain, customer, capabilities, technical and technological factors, and production infrastructures. The above factors have been categorised into three main dimensions of conceptual research model based on the expert’s opinion. The first, sixth and fifth factors became subsets of the process dimension, the third, seventh and tenth factors became subsets of the content dimension and the second, forth, eighth, and night factors became subsets of the underlying dimension.
Keywords: Small And Medium Enterprises , International Marketing , Success Factors
