نوع مقاله : مقاله پژوهشی
نویسندگان
1 استاد
2 استاد مدعو
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
In this research, we seek to find out the effect of marketing capabilities on the international economic performance of Iran Khodro Group. Marketing capabilities lead to international commitment, affects the strategy of entering the international market. Therefore, marketing capabilities indirectly affect marketing performance. Initially, based on the views on dynamic capabilities, dynamic theory of strategy and transaction-profit theory, the effects of marketing capabilities on international performance have been discussed. The survey was conducted using a standard questionnaire in Iran Khodro Company. SEM (Structural Equation Modeling) was used to analyze the relationship between variables in the hypotheses. The results indicate a correlation between the sample and the positive impact on Iran Khodro's marketing capabilities in international economic performance and international commitment. Additionally, the market entry strategy does not affect the organization's international performance with little or no investment. Also, the results indicate that marketing capabilities are the cornerstone of international corporate decisions, and also reflects the impact of marketing capabilities on the international commitment of the company
کلیدواژهها [English]
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