استراتژیهای بازاریابی و نوآوری: کلیدهای موفقیت صادراتی در شرکتهای کوچک و متوسط

In today's world, small and medium-sized enterprises (SMEs) are recognized as key pillars of economic growth and employment creation in various societies. Despite their flexibility and innovation, these enterprises face numerous challenges in the global competitive arena. This study examines the impact of social capital on the export performance of these enterprises, as well as the influence of marketing and innovation capabilities on their export success. The findings indicate that social capital, as a valuable resource, can facilitate export processes and foster effective relationships with business partners and customers. Moreover, effective marketing strategies and innovation processes enable companies to respond to changing market needs and create sustainable competitive advantages. This research emphasizes the importance of thorough market analysis, identifying new opportunities, and building effective stakeholder relationships. It also provides suggestions for future research, particularly exploring the cultural and social impacts on marketing strategies and innovation in different markets. The results of this study can assist managers and policymakers in developing effective strategies to enhance the export performance of SMEs, ultimately contributing to the sustainable growth and development of these enterprises in global markets.