The role of dispersion of international marketing capabilities on marketing strategy plans and business performance with the role of modifier of market dynamics and coordination and alignment of international marketing

Document Type : Management & Entrepreneurship

Authors

1 Assistant Professor of Business Management, Islamic Azad University of Tonekabon, Iran. President of Iran Business Management Association

2 PhD in Human Resource Management, Department of Management, Tonkabon Branch, Islamic Azad University, Tonkabon, Iran, Secretary of Business Management Association of Mazandaran Province

Abstract

The purpose of this research is to investigate the role of dispersion of international marketing capabilities on marketing strategy plans and business performance with the role of modifier of market dynamics and coordination and alignment of international marketing. The current research is applied in terms of purpose and descriptive-survey in terms of the nature and method of data collection. And it is specifically based on structural equation modeling. The statistical population in this research is the employees and owners of businesses and food product export companies in Tehran province, which are approximately 2600 people, and according to Morgan's table, 335 people are considered as a sample. The sampling method in this research is the cluster method. The collection tool in the present research is from the questionnaire presented in the research of Ghenizi and Itzak (2019).Results To check the fit of the overall model, which controls both the measurement and structural model parts, the GoF criterion was used, which means the average values of commonality and the average values of R Squares based on the value of GOF is equal to 0.66, which shows the strong fit of the model.

Keywords

Main Subjects

References

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History

  • Receive Date: 23 August 2022
  • Revise Date: 08 January 2023
  • Accept Date: 12 February 2023

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