Conceptual framework of export marketing capabilities based on competitive advantage

Subject Areas : Marketing

mahboubeh derakhshandeh ¹ , kamel kamali ² , masoureh aligholi ³

1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2022-05-01 Accepted : 2022-07-24 Published : 2023-03-21

Keywords: Product innovation, Competitive Advantage, export performance, Marketing capabilities,

Abstract :

Inadequate export performance of Iranian companies has always been one of the concerns of business managers. In this regard, the present study aims to develop a conceptual framework of export marketing capabilities based on competitive advantage in the food industry. This study is an applied goal in terms of implementation method in the form of a descriptive-survey research with a cross-sectional approach. The statistical population includes the senior managers, deputies and supervisors of the top 10 export companies of 191 people, of which a sample of 130 people was selected using the Cochran's formula. In this study, a questionnaire including 7 dimensions and 36 questions was used to collect information to test the hypotheses. The validity of the questionnaire was confirmed using content validity method and convergent validity and the reliability of the questionnaire was calculated by calculating Cronbach's alpha coefficient and combined reliability. To test the hypotheses, the partial least squares technique and Smart PLS software were used. The results of testing the research hypotheses showed that marketing capabilities have a positive and significant effect on product innovation, distribution channels .