A Paradigmatic Model on the Role of Electronic Marketing Capabilities in Promoting Iranian Carpet Export Capacity

Subject Areas : Business Strategy

Zahra  Naeini Peikani ¹ (Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran)
Shahnaz  Nayebzadeh ² (Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran)
Sayyed Hasan  Hataminasab ³ (Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran)

Received: 2020-08-12 Accepted : 2020-11-14 Published : 2021-01-06

Keywords: Carpet, Export, Marketing capabilities, E-Commerce, Fuzzy Interpretive Structural Modelling (FISM), Theme Analysis,

Abstract :

The purpose of this study is to investigate the role of e-commerce marketing capabilities in enhancing Iranian carpet export capabilities via a paradigmatic model. In fact, the present study seeks to identify various factors that may influence the role of electronic marketing capabilities in promoting Iranian carpet export capacity. The identified strategies obtained from the paradigmatic model in this study are ranked in order to develop an understanding of the strength of their effects on the outcomes of e-marketing at the international level. In terms of research philosophy, the present study is based on interpretive paradigm and is considered an applied-developmental research in terms of research orientation. The data were collected using semi-structured interviews and a standardized questionnaire. The study population consisted of experts and managers of the carpet industry in Iran, who were selected using purposive sampling. Data analysis was carried out using theme analysis approach in MAXQDA software, and quantitative data were analyzed using interpretive structural modeling in Excel software. The main finding of the present study is to introduce a paradigmatic model of the role of e-commerce marketing capabilities in promoting Iranian carpet export capability. This model identifies and introduces contextual, causal, strategic, and intervening factors as well as the implications of developing e-marketing capabilities with the primary concern of promoting the country's carpet export capabilities. In addition, in the quantitative phase of the study, thirteen strategies affecting two categories of short-term and long-term outcomes were ranked based on the strength of their impact on outcomes.

References:

Abbasi R, kazemi Z.(2018). Identification of suitable promotional and promotional tools for promoting the handmade carpet brand in foreign markets. goljaam. 14 (33), 183-200.

Beleska-Spasova, E. (2014). Determinants and measures of export performance–comprehensive literature review. Journal of Contemporary Economic and Business Issues, 1(1), 63-74.

Bianchi, C., & Mathews, S. (2016). Internet marketing and export market growth in Chile. Journal of Business Research, 69(2), 426-434.

Bigham, Z., Doai, H. (2015). The Feasibility of Implementing Electronic Marketing in The Fars Province Handmade Carpet Market. New Marketing Research Journal, 5(1), 1-20.

Carvalho, W. D., Mustin, K., Hilário, R. R., Vasconcelos, I. M., Eilers, V., & Fearnside, P. M. (2019). Deforestation control in the Brazilian Amazon: A conservation struggle being lost as agreements and regulations are subverted and bypassed. Perspectives in Ecology and Conservation, 17(3), 122-130.

Chang, A. Y., Hu, K. J., & Hong, Y. L. (2013). An ISM-ANP approach to identifying key agile factors in launching a new product into mass production. International Journal of Production Research, 51(2), 582-597.

Chen, H. J., & Lin, S. H. (2013). Managerial optimism, investment efficiency, and firm valuation. Multinational Finance Journal,17(3/4), 295-340.

Fu, K., Xia, J. B., Zhang, X. Y., & Shen, J.(2017).System structural analysis of communication networks based on DEMATEL-ISM and entropy.Journal of Central South University, 24(7), 1594-1601.

Gito, P. and Kumar, C. (2014). Export market’s segmentation performance and marketing of Indian carpet industry: A BCG matrix approach, Pacific Business Review International, 6(11), 1-3.

Gregory, G.D., Ngo, L.V., & Karavdic, M. (2019). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Industrial Marketing Management, 78, 146-157.

Guerra-López, I., & Toker, S. (2012).An application of the impact evaluation process for designing a performance measurement and evaluation framework in K-12 environments.Evaluation and program planning, 35(2), 222-235.

Katsikeas, C.S., Leonidou, L.C., &Morgan, N.A. (2000). Firm-level export performance assessment: review, evaluation, and development. Journal of the Academy of Marketing Science, 28(4), 493-511.

Keegan, W. J. (2011). Global Marketing Management, Export marketing, 670 pages

Khavul, S., Pérez-Nordtvedt, L., & Wood, E. (2010).Organizational entrainment and international new ventures from emerging markets. Journal of Business Venturing, 25(1), 104-119.

Lisboa, A., Skarmeas, D., & Lages, C. (2011). Entrepreneurial orientation, exploitative and explorative capabilities, and performance outcomes in export markets: A resource-based approach.Industrial marketing management, 40(8), 1274-1284.

Lu, Yuan, Lianxi Zhou, Garry Bruton, and Weiwen Li (2010), “Capabilities as a Mediator Linking Resources and the International Performance of Entrepreneurial Firms in an Emerging Economy,” Journal of International Business Studies, 41 (3), 419–36.

Malik, M. Rashid & Prasad, Rekha (2015). “Indian Carpet Industry after Trade Liberalization. Problems and Prospects”, Academic Journal of Economic Studies, vol. 1(3), pages 79-87.

Matanda, T., & Ewing, M. T. (2012). The process of global brand strategy development and regional implementation.International Journal of Research in Marketing, 29(1), 5-12.

Mathews, S., Bianchi, C., Perks, K. J., Healy, M., & Wickramasekera, R. (2016).Internet marketing capabilities and international market growth.International Business Review, 25(4), 820-830.

Moon, B. J., & Jain, S. C.(2007).Determinants and outcomes of internet marketing activities of exporting firms.Journal of Global Marketing, 20(4), 55-71.

Morgan, N. A., Katsikeas, C. S., & Vorhies, D. W. (2012). Export marketing strategy implementation, export marketing capabilities, and export venture performance.Journal of the academy of marketing science, 40(2), 271-289.

Mosleh, A., Bahreynizadeh, M., Karimi Ghahfarokhi, S. (2017). The effect of strategic orientation on export performance in the exportin company Bushehr. New Marketing Research Journal, 6(4), 125-140.

Osat Hazrati, A. (2008).Surveying the influence of internet marketing in Iran’s carpet industry export performance, MA Thesis, Faculty of Management, Islamic Azad University, Central Tehran Branch.

Peteraf, M. A., & Bergen, M. E. (2003). Scanning dynamic competitive landscapes: a market‐based and resource‐based framework. Strategic management journal,24(10), 1027-1041.

Saeedi, N., Haghshenas, F. (2011). Categorizing the Driving Affecting Factors on Iran Carpet Industry competitiveness by Fuzzy Topsis Technique. New Marketing Research Journal, 1(1), 127-154.

Sheng, M. L., Hartmann, N. N., Chen, Q., & Chen, I. (2015).The synergetic effect of multinational corporation management's social cognitive capability on tacit-knowledge management: Product innovation ability insights from Asia. Journal of International Marketing, 23(2), 94-110.

Shi, H. H., Huang, C. J., Zhu, S. X., Yu, X. J., & Xie, W. Y. (2005).Generalized system of imposex and reproductive failure in female gastropods of coastal waters of mainland China. Marine Ecology Progress Series, 304, 179-189.

Siyavooshi M, Ghafournia M, Vesali N. (2018). Investigating factors affecting the European union importers' buying decision making to buy Iranian handmade carpet:goljaam,14 (33) ,125-144.

Sousa, C.M.P. (2004). Export performance measurements: An evaluation of empirical research in the literature. Academy of Marketing Review, 2004 (9), 1-22.

Tabatabaei, S. M., Ghane, M., Hamadani, A. Z., & Hasani, H. (2014).Modeling the functional compression properties of hand-knotted carpets using factorial design and response surface methodology. Fibers and Polymers, 15(9), 1977-1984.

Warfield, J. N. (1974). Developing interconnection matrices in structural modeling.IEEE Transactions on Systems, Man, and Cybernetics,(1), 81-87.

Wu, F., Yeniyurt, S., Kim, D., & Cavusgil, S. T. (2006). The impact of information technology on supply chain capabilities and firm performance: A resource-based view. Industrial Marketing Management, 35(4), 493-504.

Yazdani, N. (2015). Evaluating Effectiveness of Internet-Based Advertising in Iranian Carpet Market. New Marketing Research Journal, 5(1), 43-58.