Document Type : Research Paper
Authors
1 M.Sc. student, Department of Industrial and Technology Management, Faculty of Industrial and Technology Management, College of Management, University of Tehran, Tehran, Iran
2 Assistant Professor, Department of Production and Operations, Faculty of Industrial Management and Technology, College of Management, University of Tehran, Tehran, Iran
3 Professor, Department of Production and Operations Management, Faculty of Industrial Management and Technology, College of Management, University of Tehran, Tehran, Iran
Abstract
In the competitive landscape of international markets, export performance is recognized as a key indicator of organizational success. Identifying the drivers that enhance this performance is therefore of critical importance. The present study examines the simultaneous effects of production capabilities and competitive strategies on export performance, with marketing capabilities considered as a mediating variable, in AmadehLaziz Company. This research is applied in nature and adopts a descriptive-correlational design. A stratified random sample of 320 respondents was selected. Data were collected using validated and reliable questionnaires, and analyzed through structural equation modeling. The findings indicate that production capabilities exert a direct influence on marketing capabilities. Competitive strategies also significantly reinforce marketing capabilities. Additionally, marketing capabilities directly affect export performance. Importantly, marketing capabilities serve as a mediating mechanism, such that production capabilities and competitive strategies indirectly shape export performance through marketing capabilities. However, the direct effects of production capabilities and competitive strategies on export performance were not statistically significant.
Keywords
- Competitive strategies
- AmadehLaziz Company
- export performance
- production capabilities
- structural equation modeling
Main Subjects
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