Analyzing the role of market responsiveness in export performance with emphasis on competitive advantage mediation among small and medium enterprises

Document Type : Original Article

Authors

1 Associate Professor, Department of Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran.

2 Ph.D. Candidate of business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran

Abstract

With increasing competition and the everchanging needs of the customer, in international markets, responding to environmental changes has With increasing competitionandthe everchanging needsof the customer, in international marketsresponding to environmental changes has become a critical success factor.Thereforesmall and mediumsized exporting companies must manage a verydynamic outlook to meet market needs and fierce competition.Hencethese companies need to develop unique marketing skills for superior export performance.The purpose of this study is to investigate the role of market responsiveness on export performance with the mediatingrole of competitive advantage and moderation of marketing skills.The statisticalpopulation of this research is small and medium export companies.The number of community members based on theinformation baseofsmallandmediumcompanieswas340 companies. Using Cochran's formula and available sampling method, the number of samples was estimated at150people and questionnaires were completed.To collect the data, a standard "localized" questionnaire based on the research of Khan and Khan (2021) and Bosu et al(2019)consisting of 28 questions was used.The questionnaires were approved for validity and reliability. Data using SPSS software and partial least squares method and Smart PLS software. Were analyzed. The results of this study showed that market responsiveness with a coefficient of 2.328competitive advantage with a coefficientof 2.394marketing skills with a coefficient of 4.610have a positive and significant effect on export performance; And the results show the mediating role of competitive advantage with a coefficient of2.357in the effect of market responsiveness and export performance; Alsomarketing skills with a coefficient of 1.197do not have a moderating role in the relationship between market responsiveness and expor performance.

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References

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  • Receive Date: 03 December 2021
  • Revise Date: 10 January 2022
  • Accept Date: 12 January 2022

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