Entering and remaining in global and international
markets of software needs effective and realistic strategies.
Recognizing environmental factors (internal, external) and surveying
their influence on software industry and prioritizing them according to
their effectiveness and importance are of the key steps to provide
strategies for developing export of software products. Therefore, this
dissertation is entitled "surveying factors influencing export marketing
of software products". Once related literature (marketing, international
marketing, software) was studied, three factors were recognized as the
main ones influencing software products export marketing: national
environment (interest rate, communicational and legal infrastructure),
industry environment (industry competitors, bargaining power of buyers,
bargaining power of suppliers, threat of substitute products, threat of
potential entrants) and organizational dimensions (size, technology).
To gather information, a questionnaire was prepared
based on dimensions, factors and variables, and was distributed among
companies exporting software and after retrieving data and analyzing
them by applying "T Student Statistical Test" and "Freedman Variance
Analysis" the following conclusion were drawn:
· All three factors of national
environment, industry environment and organizational dimensions
influence export marketing of software products.
· The most effective factor on
export marketing of software product is national environment.
Among the studied variables the organization level
of technology affects software products export marketing the most and
the industry competitors does the least.
software, marketing, international marketing,
export, software export, national environment, industry environment,