JESR 2019, 18(S1): 49-61
Original Article in Journal of Economic and Social Research
INVESTIGATING DRIVERS OF EXPORT PERFORMANCE EFFECTS ON EXPORT PERFORMANCE WITH MEDIATION OF ADAPTATION AND DIFFERENTIATION STRATEGIES IN CLOTHING INDUSTRY
Authors: Minoo Ahmadi1, Sina Nematizadeh2
2 Ph.D., Central Tehran Branch, Islamic Azad University, Tehran, Iran
Over the past recent years, considerable amount of research focused on examining the influence of effective elements on export performance. Identifying the effects of these elements on export performance has been the subject of sizeable non- empirical researches. This study examined the effects of drivers of export performance on export performance as independent variables in Iranian clothing industry. Mediating effect of marketing- mix strategy including adaptation and differentiation on export performance which has been added in to model, based on competition strategies was also investigated. Data was collected by a statistical survey method from Iranian clothing export firms. The method involved data collection in a form of questionnaire with 97 usable questionnaire forms out of 111 obtained forms. Collected data was analyzed by Structural Equation modeling in which firm characteristics, environmental characteristics, international commitment and international experience were considered as independent variables. Results indicated that environmental characteristics and international experience were significant (p< 0/05) drivers of export performance and they influenced adaptation and differentiation strategies. However environmental characteristics had negative influence on export performance and marketing- mix strategies. Results also emphasized on minor role of adaptation strategy on drivers of export performance and export performance.
Key words: Drivers of Export Performance, adaptation Strategy, differentiation Strategy and Export Performance
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