نوع مقاله : مقاله پژوهشی
موضوعات
عنوان مقاله English
نویسندگان English
Exports are a vital tool for countries to achieve economic growth and success. The success of a company in the field of exports is evaluated through its export performance. Among the factors influencing export performance are export market orientation and export strategies. The aim of this research is to investigate the impact of competitive strategy on export performance, with the mediating role of market orientation and the moderating role of local institutions in Pars Khodro Company. The nature of this research is descriptive-survey based on the objective criterion in the category of applied research, and based on the data collection method, it is a field study. The analysis of survey responses collected from 333 managers, supervisors, and employees of Pars Khodro Company was conducted using SPSS 26 and Smart PLS3 software. The findings of the study indicate that competitive strategies influence market orientation in Pars Khodro Company. Market orientation plays a mediating role between competitive strategies and export performance in Pars Khodro Company. Market orientation affects export performance in Pars Khodro Company, and local institutions do not moderate the relationship between market orientation and export performance in Pars Khodro Company. The findings show that Pars Khodro Company benefits more from differentiation strategies when supported by strong local institutions. The dynamics in business environments, driven by factors such as economic growth or decline, increased competition, globalization, mergers and acquisitions, and technological innovations, have challenged the ability of top managers to timely understand and appropriately respond to these changes. In highly competitive global markets, understanding customer needs and differentiating themselves from competitors has become increasingly critical.
کلیدواژهها English
