Investigating the effect of market intelligence activity on the sales strategy and export performance of the study: companies exporting petrochemical products in Shiraz

Behnam Sheibani

doi:10.63053/ijmea.11

Authors

Behnam Sheibani Graduated Master's degree, Tehran University, College of Farabi, Faculty of Management and Accounting,Tehran,Iran

DOI:

https://doi.org/10.63053/ijmea.11

Keywords:

Market Intelligence Activities - Sales Strategy - Export Performance

Abstract

The purpose of this study is the interaction between market intelligence activities and sales strategy on export performance. The current research is of an applied type and because it investigated and analyzed the current situation, the method used in this research is a descriptive survey. According to the statistical population of the research, 57 companies export petrochemical products according to the information of the Petrochemical Products Exporters Union in Shiraz, the sample size is 170 managers and senior experts, a simple random sampling method was used and the question The letter was distributed among these people. Library and internet sources including books, articles and case studies were used to collect data related to theoretical foundations and extract primary factors and indicators. In inferential statistics, after checking the reliability and validity of the questionnaire, the normality of the data was checked using Kolmogorov Smirnov, and then the assumptions were checked using structural equation modelling test and lisrel software. Based on the obtained results, all hypotheses were accepted. The results of the structural equation model showed that the dissemination of export market information on the performance of the export market, considering the mediating role of prioritizing and targeting the export customer, has the greatest impact with a value of 74%.

References

Kordi, Amin and Zainab Toulabi, 2017, Investigating the impact of marketing intelligence on performance improvement (case study: private banks in Ilam), 5th National Conference on Applied Research in Management and Accounting, Shiraz, Iran Management Association

Kasraei, Kamran and Mahosh Rostami, 2016, presentation of the relationship model between sales strategies and export performance (case study: Sanandaj food exporting companies), the fourth national conference on organizational culture and human resources, Sanandaj, Islamic Azad University, Sanandaj branchCadogan, J. W., Paul, N. J., Salminen, R. T., Puumalainen, K., & Sundqvist, S. (2017). Key antecedents to “export” market-oriented behaviours: a cross-national empirical examination. International Journal of Research in Marketing, 18(3), 261-282.

Direction, S. (2019). Performance enhancement in international markets: Why market intelligence and sales strategy are critical.

Ezouran, H, B. (2020). Managerial ties, market orientation, and export performance: Chinese firms experience. Management and Organization Review, 13(3), 611-638.

Guarda, T., Augusto, M. F., & Lopes, I. (2019, June). Geographic market intelligence as a competitive advantage. In 2019 14th Iberian Conference on Information Systems and Technologies (CISTI) (pp. 1-5). IEEE.

Hermenco, I., Swami, S., & Nigam, S. (2019). Impact of Market Orientation on Export Performance: Mediating Effect of External Turbulent Environment. International Journal of Advances in Social Sciences, 5(3), 183-190.

Katsika, A., & Mtetwa T. (2019). Impact of marketing effectiveness and capabilities, and export market orientation on export performance: evidence from Turkey. European Business Review, 28 (5): 1-30.

Katsikea, E., Theodosiou, M., & Makri, K. (2019). The interplay between market intelligence activities and sales strategy as drivers of performance in foreign markets. European Journal of Marketing.

Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hanser, T. (2016), Marketing Management,

Leonidou, L.C. and Katsikeas, C.S. (2018), “Integrative assessment of exporting research articles in

Murray, J. Y., Gao, G. Y., & Kotabe, M. (2021). Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages. Journal of the Academy of Marketing Science, 39(2), 252-269.

Navarro-García, A., Peris-Oritz, M., & Barrera-Barrera, R. (2018). Market intelligence effect on perceived psychic distance, strategic behaviours and export performance in industrial SMEs. Journal of business & industrial marketing.

Ratin, r. (2018). Export and economic growth. Economic development and cultural change.

Terho, H., Eggert, A., Haas, A. and Ulaga, W. (2021), “How sales strategy translates into performance: the role of salesperson customer orientation and value-based selling”, Industrial Marketing Management, Vol. 45 No. 1, pp. 12-21.

Zou. F, r (2020). "Measuring market orientation: generalisation and synthesis", Journal of Market-Focused Management, 232.