چکیده:
Today, businesses face economic, environmental, political, and social challenges that cause problems to their success and survival. Many international companies have to transform or renovate their business model due to complexities and turbulence. Hence, organizations are always in search of an effective mechanism to generate and disseminate information to achieve an intelligence/insight essential for market-relevant decision-making and action-taking. The method of this research is applied in terms of purpose and descriptive-correlational in terms of data collection. The statistical population of this study consists of supervisors and experts of international businesses (export and import) active in the years 2017 to 2020, who, after extracting their information through the Trade Development Organization and the Chamber of Commerce, were selected by simple random sampling. A questionnaire with a Likert scale was sent to them, and finally the information related to 382 questionnaires was analyzed using the structural equation approach and SmartPLS 3 software. Findings show that both direct and indirect (via strategic agility) influences of marketology on business continuity of a company that works internationally are confirmed.
خلاصه ماشینی:
In such conditions where uncertainty is its main feature, the science of marketology supports companies in achieving sustainable success and managing business performance through decisions, strategies, and activities related to the market (Aghazadeh, 2017).
Strategic agility includes activities that help organizations, by creating changes in various dimensions of the business model such as processes, products, and structures, to continue their activities in a turbulent and unpredictable international environment and, by allocating various resources, to create value while maintaining their flexibility (Belderbos et al.
Marketology Cycle Marketology is considered a core competency for business that can help sustain the business model in critical and turbulent conditions by analyzing the optimal competitive environment and changing market, as well as analyzing the uncertainties of the international environment, through influencing the context of organizational actions and decisions and creating and preserving superior value for key stakeholders (Wang et al.
Conceptual model of the research Sustainability of international businesses (from the perspective of the business model) Financial dimensions Infrastructure Customers Value proposition Strategic agility Customer Operations Participation Marketing superfunction (preparing *DIKII through **IGDEE) Methodology The present research is considered applied in terms of its purpose.
Table 4 presents the results of the research hypotheses related to examining the mediating role of strategic agility between the independent variable of marketing superfunction and the dependent variables of the business model, including: customers, infrastructure, financial dimensions, and value proposition.
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