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Considering the Effect of Marketing Strategies on Export Performance (Case study: Manufacturing and Exporting Companies of Tehran Garment Industry)

Publish Year: 1400
Type: Conference paper
Language: English
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Document National Code:

ICMT03_011

Index date: 20 December 2021

Considering the Effect of Marketing Strategies on Export Performance (Case study: Manufacturing and Exporting Companies of Tehran Garment Industry) abstract

The purpose of this study was to investigate the effect of marketing strategies on export performance (case study: manufacturing and exporting companies of Tehran's clothing industry). The statistical population of this research is composed of all apparel workers in Tehran from 15 apparel companies. Data were collected by a questionnaire from 287 people who were selected as samples. SPSS and PLS software were used to analyze the data. The results of the research showed that among the four strategies examined, only the effect of diversity strategy on the performance of export companies in the clothing industry of Tehran was significant and the strategies of concentration, differentiation, and cost leadership on export performance of these companies were not significant.

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Considering the Effect of Marketing Strategies on Export Performance (Case study: Manufacturing and Exporting Companies of Tehran Garment Industry) authors

Narges Hosseini

Department of management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran

Ghasem Bakhshandeh

Department of management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran