Volume 15, Issue 36 (3-2020)                   goljaam 2020, 15(36): 149-173 | Back to browse issues page

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Sabori F, taghipourian M J, Andervazh L. The role of marketing effectiveness and capabilities on relation beetwen export market orientation on export performance Iranian handmade carpet companies. goljaam 2020; 15 (36) :149-173
URL: http://goljaam.icsa.ir/article-1-564-en.html
1- Islamic Azad University, Seince and research Branch
2- Islamic Azad University, Chalous Branch
3- Islamic Azad University, Abadan Branch
Abstract:   (3679 Views)
Today, the speed of change in the areas of technology, software and hardware, market knowledge and even the political economy of countries on the one hand and as well as the initiative with the speed of action in business areas has made companies face the challenge, it has become the era of competition today, which contributes to the extent to which a company achieves its own goals based on export performance. Accordingly, the present study seeks to investigate The Investigating Impact of export market orientation on export performance, with the role of mediating marketing effectiveness and marketing capabilities. The research method is quantitative- survey, and which 154 executives of carpet companies are focused on as non-random available sampling, A standard questionnaire has been distributed online and personally. The results were evaluated using SPSS software in the descriptive section and according to the abnormal distribution of data based on Smart PLS of inferential section.  The results of the findings indicate that the market orientation of the export on marketing capabilities and marketing effectiveness have a significant effect on the confidence level of 0.99 and 0.95 respectively. Also, marketing capabilities and marketing effectiveness on export performance have a significant effect on the confidence level of 0.95 and 0.99, therefore, export market orientation, either directly or indirectly with the variables of marketing capabilities and marketing effectiveness on export performance of carpet export companies has a significant 99% confidence level.
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Type of Study: Research |
Received: 2018/12/17 | Accepted: 2021/01/3 | Published: 2021/01/3

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