Investigating the impact of exploitation strategy on export performance with the mediating role of marketing capability "case study of Tabriz tile company"
Subject Areas :
1 - Graduated from Tehran Azad University
Keywords: exploitation strategy, export performance, marketing capability,
Abstract :
The purpose of this research is to investigate the effect of exploitation strategy on export performance with the mediating role of marketing capability "case study of Kashi Tabriz Company". The purpose of the current research is applied and descriptive survey. Also, data collection by iodine field method. In this research, a questionnaire (Sharma, Nguyen, and Carrick, 2018) was used to collect data, which includes 19 questions to measure all research variables. In order to check the validity of the questionnaire, it was used from the point of view of professors and experts, and its confirmatory factor analysis and its reliability were checked andconfirmed using Cronbach's alpha and combined and shared reliability. The statistical population used in the current research is all the experts of Kashi Tabriz company. Using GPOWER software, 121 peoplewereexamined as the final sample of the research. In order to test the hypotheses, the method of structuralequation modeling has been used. Also, information has been analyzed using SPSS and PLS software. The results confirm all the hypotheses and the proper fit of the research model, and the results show the positive effect of exploitation strategy on export performance with the role of marketing capability. In this regard, exploitation strategy has a positive effect on export performance with a significant value equal to (2.134). And recovery capability also has a positive effect on the performance of Sardat with a significant value equal to (6.789). Also, the exploitation strategy affects the market capability with a significant value equal to (18.681)
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