Marketing and Innovation Strategies as Determinants of Export Success in Small and Medium Enterprises

Document Type : Original Article

Author
Ali Mojtabaei
PhD Student, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran.
10.22034/jmek.2024.493325.1151
Abstract
In today’s dynamic global economy, small and medium-sized enterprises (SMEs) are widely recognized as fundamental pillars of economic growth and employment generation across diverse communities. Consequently, this study investigates the critical impact of social capital, marketing strategies, and innovation on the export performance of SMEs. Given the crucial role these enterprises play in national economic development, identifying the key factors influencing their success in highly competitive international markets is of paramount importance. Despite their inherent flexibility and innovative potential, SMEs frequently encounter numerous challenges in the global competitive arena, including economic fluctuations and rapid market changes. The primary objective of this research is to comprehensively examine the effect of social capital on the export performance of these companies, alongside evaluating the impact of marketing capabilities and innovation processes on their overall export success. The findings indicate that social capital, functioning as a highly valuable intangible resource, can significantly facilitate export processes and help establish effective, trust-based relationships with international business partners and customers. Additionally, the implementation of effective marketing strategies and robust innovation processes enables companies to promptly respond to changing market needs and create sustainable competitive advantages. This research emphasizes the critical importance of thorough market analysis, identifying new global opportunities, and establishing effective relationships with various stakeholders. The results of this study can practically assist managers and policymakers in developing targeted strategies to improve the export performance of SMEs, ultimately leading to their sustainable growth in global markets.
Keywords
Marketing strategies
Innovation
Social Capital
Export Performance
Small And Medium-Sized Enterprises (SMEs)
Subjects
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  • Receive Date 10 September 2024
  • Revise Date 29 October 2024
  • Accept Date 29 November 2024