The effect of marketing capabilities on export risk performance with the mediating role of competitive strategy and marketing communications

Subject Areas :

Mohsen Nazem Bokaei ¹ (Faculty of Humanities, Department of Management, Shahed University, Tehran)
Mohaddaseh Ashrafian Rahaghi ² (Faculty of Humanities, Department of Management, Shahed University, Tehran)

Received: 2024-03-06 Accepted : 2024-04-29 Published : 2024-08-21

Keywords: Marketing capabilities, Export risk performance, Competitive strategy, Marketing communication, Technological turbulence,

Abstract :

The growth of global markets has increased the presence of companies in the world market and they have leaned on foreign markets. This issue has caused companies to realize that, regardless of the industry, size or type of industry, participation in global markets is not a choice, but a necessity. The aim of the current research is to investigate the capabilities of evaluating risky performance with the mediating role of competitive strategy and marketing. This is in terms of the nature or method of compilations of the descriptive type and from the correlation branch and based on structural modeling. This research is applied research in terms of its purpose. The statistical population of the research is small and medium production companies in Tehran province. The research is based on one main hypothesis and 8 sub-hypotheses, and finally the main hypothesis and five sub-hypotheses were confirmed and three sub-hypotheses were rejected.

References:

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