The Study of Effect Export Market Orientation and Marketing Mix Adaptation on Export Performance (Case Study: Non-oil Exporter Firms in Tehran)

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MOHTARAM RAHIM; Movasagh Mehrdad

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2018 | Volume:10 | Issue:1 Page(s): 165-186

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Information Journal Paper

Title

The Study of Effect Export Market Orientation and Marketing Mix Adaptation on Export Performance (Case Study: Non-oil Exporter Firms in Tehran)

Author(s)

MOHTARAM RAHIM | Movasagh Mehrdad | Issue Writer Certificate

Keywords

Export market orientationQ1

Export performanceQ1

External environmentQ1

Marketing mix adaptationQ1

Psychological distanceQ2

Abstract

The current paper examines the impact of Export market orientationand Marketing mix adaptation on Export performance in Tehran's exports companies. The current paper pursues two major goals; first to figure out Export market orientation and Marketing mix adaptation strategy impact on Export performance and second, to study the role of Export market orientation in exports due to the contradictory results of previous studies. A sample of 311 export companies was used to test the hypothesis. Data collected was analyzed using Smartpls software and variance-based structural equation model. The results show export companies psychologically adapt their mix marketing plan best to meet the needs of foreign markets in turbulent environments and close competitive markets. Moreover, the results suggest a positive impact of Export market orientation and negative impact of Marketing mix adaptation program on Export performance. In addition, the Export market orientation has dampened the relationship between the two variables, Marketing mix adaptation and Export performance with a protectionist role in strategic decision-making of export companies.

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APA: Copy

MOHTARAM, RAHIM, & Movasagh, Mehrdad. (2018). The Study of Effect Export Market Orientation and Marketing Mix Adaptation on Export Performance (Case Study: Non-oil Exporter Firms in Tehran). JOURNAL OF BUSINESS MANAGEMENT, 10(1 ), 165-186. SID. https://sid.ir/paper/140264/en

Vancouver: Copy

MOHTARAM RAHIM, Movasagh Mehrdad. The Study of Effect Export Market Orientation and Marketing Mix Adaptation on Export Performance (Case Study: Non-oil Exporter Firms in Tehran). JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2018;10(1 ):165-186. Available from: https://sid.ir/paper/140264/en

IEEE: Copy

RAHIM MOHTARAM, and Mehrdad Movasagh, “The Study of Effect Export Market Orientation and Marketing Mix Adaptation on Export Performance (Case Study: Non-oil Exporter Firms in Tehran),” JOURNAL OF BUSINESS MANAGEMENT, vol. 10, no. 1 , pp. 165–186, 2018, [Online]. Available: https://sid.ir/paper/140264/en

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