The effect of international marketing on the improving export performance of exporting companies (case study: exporting companies)

Subject Areas : business management

MItra  Tavassoli ¹ (Department of Business Management , South Tehran Branch, Islamic Azad University, Tehran, Iran.)
Naser  Azad ² (Department of Business Management , South Tehran Branch, Islamic Azad University, Tehran, Iran)

Received: 2020-11-23 Accepted : 2021-01-04 Published : 2021-03-21

Keywords: Firm Size, Communication, Customer Orientation, export performance, Behavioral commitment, Environmental ambiguity, Communication duration,

Abstract :

The effect of international marketing on improving export performance of exporting companies (case study: exporting companies).An improving export performance is one of the methods that ensure continued growth and survival in international markets. The aim of this study is effect of the international marketing on the consumer orientation and improving the export performance of exporting companies. The statistical population of managers, deputies, administrators and experts of the exporting companies were in Tehran city, 168 of whom participated in a random sampling method in the study.. The study methodology is descriptive-survey. The measures of study are customer orientation, behavioral commitment, communication, export performance (profit, payment and complaint), firm size, environmental ambiguity and communication duration. The reliability, face, content and construct validity are evaluated using Cronbach’s alpha and confirmatory factor analysis. The results showed acceptable validity and reliability. For data analysis, path analysis with LIsrel software is used. The effect of customer orientation on behavioral commitment ,communication was positive and significant. The effect of communication on behavioral commitment and export performance (profit, payment, complaint) was positive and significant. The behavioral commitment and behavioral commitment had positive and significant mediating role in customer orientation and improvement of export performance (profit, payment and complaint)..