The role of international business relationships in the effect of International market orientation on international marketing agility

Document Type : Original Article

Authors

1 Department of Business Management, College of Management,, University of Tehran, Tehran, Iran

2 Ph.D. student, College of Management, University of Tehran, Tehran,, Iran.

Abstract

In an elevated level of uncertainty and competition typifying international marketing, agility (IMA) has become a necessity. On the other hand, the importance of sustaining healthy buyer–seller relationships is more pronounced when transactions transcend national boundaries. The purpose of this research is to determine the effect of international market orientation on the international business relationships with an emphasis on cooperation, dependence, communication distance, commitment and trust, and the effect of these dimensions on the IMA. This study was a practical study from purpose view and it was a descriptive-correlation one from methodology perspective. The statistical population of this study includes supervisors and experts of international businesses who have been active in the last three years, that 150 people were selected through convenience sampling. In order to collect data questionnaires have been used, that reliability has been checked through Composite reliability and validity has been checked through the Content Validity and Structural validity. Data were analyzed through structural equation modeling with Smart-PLS software. The results showed; International market orientation has a positive effect on cooperation, trust and commitment in business relationships, and it has a negative effect on dependence and communication distance. Cooperation and trust in international business relations have a positive effect on the IMA. The IMA increases with the reduction of dependence in international business relationships. While the effect of communication distance and commitment in business relationships on IMA was not confirmed. Finally, international market orientation has a positive effect on IMA.

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References

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History

  • Receive Date: 08 May 1402
  • Revise Date: 10 June 1402
  • Accept Date: 19 July 1402

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