The effect of innovation capability and organization marketing capacity on export marketing performance

Subject Areas : business management

hossein norouzi ¹ , Shayan Kanani Tehrani ² , Fatemeh Darvish ³

1 - Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.
2 - Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.
3 - Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.

Received: 2021-01-04 Accepted : 2021-01-30 Published : 2021-06-22

Keywords: "Innovation capability", "Innovation performance", "Organization marketing", "Marketing capacity", "Export marketing performance",

Abstract :

The main purpose of this study is to determine the effect of innovation capability and organization marketing capacity on export marketing performance in the dried fruit industry. This research is descriptive-survey (cross-sectional) in terms of method and in terms of purpose is applied research and in terms of type is in the field of applied research. The statistical population of this study is all managers and practitioners of dried fruit industries active in Tehran. A sample of 340 people were selected and studied by the available non-probabilistic sampling method. The validity of the questionnaire was confirmed by KMO test and the reliability of the questionnaire was confirmed by Cronbach's alpha coefficient. Also, all stages of testing and analysis of hypotheses were performed using SPSS V: 23.0 and AMOS V: 18. The results of the analysis showed that the innovation capability has a positive and significant effect on the types of innovation in the dried fruit industry. Also, the types of innovation have a significant effect on the performance of innovation. On the other hand, the results indicate that the performance of innovation and marketing capacity and its dimensions have a positive and significant effect on the performance of export marketing.