The Impact of Marketing Capabilities on Export Performance by Considering the Role of Competitive Advantage Using the Structural Equations Method (Case Study: Food Export Companies in Tehran Province)

Document Type : Article

Authors

Department of Industrial Engineering, Semnan University, Semnan, Iran.

Abstract

The purpose of this study is to investigate the impact of marketing capabilities on export performance by considering the role of competitive advantage in food industry export companies. The research is classified as applied from the point of view of purpose and descriptive from the point of view of method and nature. Most of the previous studies in the field of export performance have examined the relationship between capabilities and performance, but not much research has been done on marketing capabilities and their impact on competitive advantage. Another category that plays an important role in export performance and is closely related to marketing communications is distribution channels in foreign markets. Based on this, deciding on the method of transferring the goods to the place of purchase or consumption is one of the important decisions faced by managers of export companies; Because finding a suitable distribution channel in international markets is so complicated. In this study, the statistical population is food industry export companies in Tehran province and the respondents to the questionnaire are CEOs and senior managers of the commercial and export departments of these companies. After collecting the questionnaires, the data is analyzed by SPSS, and SmartPLS softwares. The validity of the questionnaire has been examined through content and structure validity, as well as its reliability through Cronbach's alpha test and composite reliability. The results show that the questions have high reliability. In terms of structure validity, which was analyzed by SmartPLS software, it is determined that all the questions have good validity. Finally, the results of data analysis and hypothesis testing show that: marketing intelligence, pricing, marketing communications, distribution, and innovation have an impact on competitive advantage. Also, the results show that competitive advantage affects export performance. Meanwhile, the mediating role of competitive advantage in the relationship between the mentioned components and export performance is confirmed. According to the relationships between research variables, better planning can be done to improve export performance and gain a competitive advantage.

Keywords

Main Subjects

References

1. Peluffo, A., 2016. The role of investments in export growth. Small Business Economics, 47(1), 115-137. https://doi.org/10.1007/s11187-016-9714-0.
2. Ahmadi, Z., Shafiei, M., and Vakil, Y., 2018. The impact of open innovation on company innovative performance with the emphasis on moderating role of market turbulence (Case study: Small and medium- sized manufacturing companies in Semnan city). Industrial Technology Development, 16(32), 73-92. https://dor.isc.ac/dor/20.1001.1.26765403.1397.16.32.6.4. [In Persian].
3. Falahat, M., Ramayah, T., Soto-Acosta, P., and Lee, Y., 2020. SMEs internationalization: The role of product innovation, market intelligence, pricing and marketing communication capabilities as drivers of SMEs’ international performance. Technological Forecasting and Social Change, 152. https://doi.org/10.1016/j.techfore.2020.119908.
4. Lei, S. S. I., Nicolau, J. L., and Wang, D., 2019. The impact of distribution channels on budget hotel performance. International Journal of Hospitality Management, 81, 141-149. https://doi.org/10.1016/j.ijhm.2019.03.005.
5. Mahmoud, M. A., Adams, M., Abubakari, A., Commey, N. O., and Kastner, A. N. A., 2020. Social media resources and export performance: The role of trust and commitment. International Marketing Review, 37(2), 273-297. https://doi.org/10.1108/imr-02-2019-0084.
6. Tan, Q., and Sousa, C. M., 2015. Leveraging marketing capabilities into competitive advantage and export performance. International Marketing Review, 32(1), 78-102. https://doi.org/10.1108/IMR-12-2013-0279.
7. Yasa, N., Giantari, I. G. A. K., Setini, M., and Rahmayanti, P., 2020. The role of competitive advantage in mediating the effect of promotional strategy on marketing performance. Management Science Letters, 10(12), 2845-2848. http://dx.doi.org/10.5267/j.msl.2020.4.024.
8. Aghamousa, M., Sardari, and A., Karampour, A., 2020. To Recognize the Limiting Factors Affecting the Export of Technology-Based Goods. Business strategies, 12(6), 41-56. [In Persian].
9. Martinez, A. M., and Gonzalez, P. G., 2020. Influence of Market Philosophy Management on Export Performance in Regional Markets: Empirical Study from North America. Journal of Strategic Management, 4(1), 52-66.
10. Efrat, K., Hughes, P., Nemkova, E., Souchon, A. L., and Sy-Changco, J., 2018. Leveraging of Dynamic export capabilities for competitive advantage and performance consequences: Evidence from China. Journal of Business Research, 84, 114-124. https://doi.org/10.1016/j.jbusres.2017.11.018.
11. Palma, E. P., Gomes, C. M., Kruglianskas, I., Kneipp, J. M., da Rosa, L. A. B., and Frizzo, K., 2018. Relationship between sustainable strategies and export performance: An analysis of companies in the Brazilian gems and jewelry industry. Environmental Quality Management, 27(4), 97-106. https://doi.org/10.1002/tqem.21557.
12. Li, J., Liu, B., and Qian, G., 2019. The belt and road initiative, cultural friction and ethnicity: Their effects on the export performance of SMEs in China. Journal of World Business, 54(4), 350-359. https://doi.org/10.1016/j.jwb.2019.04.004.
13. Christa, U. and Kristinae, V., 2021. The effect of product innovation on business performance during COVID 19 pandemic. Uncertain Supply Chain Management, 9(1), 151-158. http://dx.doi.org/10.5267/j.uscm.2020.10.006.
14. AlTaweel, I. R., Al-Hawary, S. I., 2021. The Mediating Role of Innovation Capability on the Relationship between Strategic Agility and Organizational Performance. Sustainability, 13(14), 7564. https://doi.org/10.3390/su13147564.
15. Gómez-Prado, R., Alvarez-Risco, A., Cuya-Velásquez, B. B., Anderson-Seminario, M. de las M., Del-Aguila-Arcentales, S., and Yáñez, J. A., 2022. Product Innovation, Market Intelligence and Pricing Capability as a Competitive Advantage in the International Performance of Startups: Case of Peru. Sustainability, 14(17), 10703. https://doi.org/10.3390/su141710703.
16. Mata, M. N., Falahat, M., Correia, A. B., and Rita, J. X., 2021. Impact of Institutional Support on Export Performance. Economies, 9(3). https://doi.org/10.3390/economies9030101.
17. Mensah, K., Amenuvor, F.E., 2022. The influence of marketing communications strategy on consumer purchasing behaviour in the financial services industry in an emerging economy. J Financ Serv Mark, 27, 190–205. https://doi.org/10.1057/s41264-021-00121-0.
18. Akbar, Y., Balzano, M., and Bortoluzzi, G., 2022. The relationship between innovation and internationalization of SMEs: A review of theoretical perspectives. Research Handbook on Innovation in International Business, 6-33. https://doi.org/10.4337/9781800882942.00008.
Sharif Journal of Industrial Engineering & Management
Volume 41, Issue 1 - Serial Number 1
September 2025
Pages 1-11

Files

Share

How to cite

Statistics