Assessing the Effects of Marketing Resources on Export Performance (Case Study: Iranian Tile and Ceramic Industry)
Mohammad Ali Abdolvand 1, Kambiz Heidarzadeh 2, Gholamreza Kuzegar 3
 PhD in Business Management, Academic Member, Faculty of Management and Economics, Islamic Azad University, Sciences & Research Branch, Tehran
2 PhD in Business Management, Academic Member, Faculty of Management and Economics, Islamic Azad University, Sciences & Research Branch, Tehran
3 PhD Student, Marketing in Business Management, Islamic Azad University, Sciences & Research Branch, Tehran
Abstract: The objective of this research is to assess the effect of marketing resources on the export performance in Iranian tile and ceramic industry (with a resource- based approach). In this respect, first the available approaches in the field of export performance determinants were identified including business interactions network approach and resources- based approach. Using resources- based approach, in this research we are going to study the relationship between the components of marketing resources, differentiation competitive strategy, and export performance, all of which are the main constructs of this study. The research is mainly seeks to realize how marketing resources lead to higher levels of performance, directly or indirectly (through differentiation competitive strategy). Conceptual model of the research combines three main elements of strategic marketing to each other. These main elements include marketing resources (market- orientation and entrepreneurship- orientation), differentiation competitive strategy, and performance. In this regard, 123 questionnaires were distributed among which 91 questionnaires were analyzable. In this research, the obtained model is studied on the basis of differentiation strategy. Additionally, questionnaire data analysis of the research was done and revised using the techniques of factor analyses and structured equations modeling; then the questionnaire was confirmed and finalized. According to obtained results, the hypotheses were tested and market- orientation gained the highest direct effect (0.45) and indirect effect (0.68) on the export performance among all components of marketing resources.
[Mohammad Ali Abdolvand, Kambiz Heidarzadeh, Gholamreza Kuzegar. Assessing the Effects of Marketing Resources on Export Performance (Case Study: Iranian Tile and Ceramic Industry). J Am Sci 2012;8(10):134-144]. (ISSN: 1545-1003). http://www.jofamericanscience.org. 21