Evaluating the marketing competence of small and medium enterprises (SMEs) in international markets

Publish Year: 1402
نوع سند: مقاله کنفرانسی
زبان: English
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MWTCONF14_023

تاریخ نمایه سازی: 2 آبان 1402

Abstract:

This research examines and evaluates the marketing ability of small and medium-sized businesses (SMEs) in international markets and identifies factors affecting their performance. Based on the analysis of data collected from a representative sample of SMEs, this study provides useful and valid results for increasing marketing capabilities in SME organizations in international environments. In addition, recommendations and strategies are provided to improve the marketing performance of SMEs in international markets. Marketing researchers and experts have discussed the relationship between marketing activities and company performance. However, the entrepreneurial perspective, as a background factor for the marketing activities designed and implemented, has not been linked to the company's performance. In doing so, the authors examine the relationship between the invisible and visible parts of marketing performance in the context of the marketing process of international SMEs. The main effort of this article is to examine marketing capabilities as antecedents of performance in international markets and also to understand the relationship between the entrepreneurial attitude of SMEs and their marketing capabilities. A research model developed by the authors was used for empirical analysis, based on ۲۰۹ questionnaires from SMEs in the manufacturing industry.

Authors

Shabnam Latifi

Graduated with a master's degree in accounting, Tehran Azad University of Science and Research

Saeed Yadegari

Economics, Management and Policies for Global Challenges, Small and medium enterprises in international markets, University of ferrara