A model of alignment between international marketing strategy with organizational contextual dimensions and international marketing subsystems and its effect on export performance  (case study: engineering and technical services industry)

Ghasemi, Hasan; A’arabi, Seyed Mohammad; Dehghan, NabiAllah

A model of alignment between international marketing strategy with organizational contextual dimensions and international marketing subsystems and its effect on export performance (case study: engineering and technical services industry)

Document Type : Research Paper

Authors

Hasan Ghasemi

Seyed Mohammad A’arabi

NabiAllah Dehghan

Abstract

This paper is consequence of field survey that is done for studying the effect of alignment between international marketing strategy and organizational contextual dimensions and international marketing subsystems on export performance of engineering and technical services firms.
The statistical population is engineering and technical services exporter firms that is selected 41 firms as statistical sample by judgment sampling of nonprobability sampling methods. This sample covers 95 percent of Iranian engineering and technical services export. The results illustrate the internal and external alignment variables affect export performance of engineering and technical services firms, separately and mutually. Also, the results show that the effect of internal alignment is more than the effect of external alignment. In addition, the research quantitative model come from multiple stepwise regression analysis displays that the portion of internal alignment variable in predicting export performance is .225, but the portion of external alignment variable is .162 that this result appreciated the more effect of internal alignment on firms export performance.

Keywords

Alignment

International marketing

Organizational Contextual Dimensions

Export Performance