چکیده:
Today, the reinforcement of non-oil export is one of the strategic objectives of the country, which special attention to it can lead to economic growth. On the other hand, one of the most important ways to increase exports is to improve the performance of exporters. According to the importance of this issue, this research investigated the effect of marketing effectiveness, marketing capabilities and market oriented export on export performance. The statistical population is the managers and experts of 70 companies producing and exporting software in Tehran. Regarding the narrow statistical population of this study, 410 questionnaires were distributed by convenience sampling approach in which 210 questionnaires were considered as suggested by Morgan-Kerjcy. Data was analyzed using the structural equation model. The results showed that promoting market oriented export in cultural software exporters can affect marketing effectiveness, marketing capabilities and export performance, and by increasing marketing capabilities, the marketing effectiveness and export performance can be affected. Another result was the positive impact of marketing effectiveness on export performance.
خلاصه ماشینی:
Given the importance of the subject, in this research, the impact of marketing effectiveness, marketing capabilities, and export orientation on export performance has been investigated.
Due to improvements in financial position, increased productivity capacity, creation of higher technological standards, and access to desired performance, exports play a key role in achieving sustainable competitive advantage in today's turbulent environment (Leonido & Katsikis, 1996); and since it also brings about economic development, development of the country's industries, and growth in productivity, it is important for governments (Mariadoss et al.
1 Tooksoon & Osman 2 Mariadoss et al 3 Yelwa & Diyoke 4 Zou et al Therefore, in the present research, the impact of marketing capabilities, marketing effectiveness, and export orientation on export performance has been investigated.
The results of this research showed that market orientation has a positive effect on export performance and competitive advantage.
(1397) showed in their research that market orientation 1 Rungi 2 Theodosiou et al 3 Kahiya 4 Tadesse & White 5 Akyol & Akehurst export has a positive effect on export performance.
(1398) showed in their research that export market orientation has a positive effect on export performance.
Marketing effectiveness affects export performance through stability, sustainability, long-term growth, customer satisfaction, competitive advantage, market orientation, sales growth, and the introduction of new successful products (Tuan 1, 2012); Keh et al.
The effect of marketing capabilities and export market orientation on export performance, Interdisciplinary Journal of Contemporary Research in Business, 5(6): 30-59 Akyol, A.
Effect of marketing factors on export performance, Journal of Management Research, 5(1): 21-40.
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