Monitoring the Effect of Dynamic Marketing Capabilities on Financial Resources and Spatial Configuration in Export

Document Type : Research Paper

Authors

1 Master’s Business Administration, Majoring in Marketing, Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran.

2 Associate Professor, Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran. (Corresponding Author)

3 Department of management, Lorestan University, Khorramabad, Iran Associate Professor

Abstract

 
Considering the countless advantages of export activities, export growth as a strategic mechanism in economic development is very important and prominent. In order to stimulate and accelerate export growth, companies need to use effective factors in increasing financial resources and geographical arrangement or spatial configuration suitable for their activities. The purpose of this research is to investigate the effect of dynamic marketing capabilities on financial resources and spatial configuration in companies with export activities. This research is applied in terms of purpose and descriptive-survey in terms of method and nature with a quantitative research approach. The statistical population of the research is composed of all managers and marketing experts of companies located in industrial towns of Lorestan province that had at least two years of export activity. In the present study, a standard questionnaire was used to collect data, and its validity and reliability were confirmed. Demographic data analysis as well as data normal distribution test using SPSS 24 software and data analysis to test research hypotheses through structural equation modeling and partial least squares method using Smart PLS 3 software. The research results showed that dynamic marketing capabilities have a positive and significant effect on financial resources and spatial configuration. Also, the findings indicate that among the dimensions of dynamic marketing capabilities, the dimension of new product development has a greater effect on increasing financial resources, and on the other hand, the dimension of information collection has the greatest effect on the spatial configuration of activities.

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Main Subjects

References

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History

  • Receive Date: 30 January 2023
  • Revise Date: 22 February 2023
  • Accept Date: 28 February 2023

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