THE EFFECT OF EXPORT MARKET ORIENTATION, MARKETING EFFECTIVENESS AND

CAPABILITIES ON EXPORT PERFORMANCE OF IRANIAN EXPORT COMPANIES; CONSIDERING

THE MODERATING ROLE OF MARKET TURBULENCE

Mohammad Ali Abdolvand,

Assistant Professor, Department of Business Management, Faculty of Management & Economics, Science &
Research Branch, Islamic Azad University, Tehran, Iran
Farid Gharavi,*
Ph.D Student of Business Management, Department of Business Management, Science & Research Branch, Islamic
Azad University, Tehran, Iran
Abolhasan Khademi Moghaddam,
Ph.D Student of Business Management, Department of Business Management, Science & Research Branch,
Islamic Azad University, Tehran, Iran (*corresponding author)

Abstract. In the new world, companies are able to gain competitive advantage based on the importance they
attach to marketing and market orientation. Marketing is one of the most basic elements for gaining competitive
advantage and profitability of companies; and companies must have high marketing capabilities so that they can deliver
their products to the market faster and provide services to their customers, better than their competitors. The present
study aimed to measure the impact of Marketing Effectiveness (ME), Marketing Capabilities (MC), and Export Market
Orientation (EMO) on Export Performance (EP). The statistical population of this study consists of directors and
assistant directors of 440 Iranian export companies. A sample of 104 ones was selected for analysis. SPSS and Smart
PLS 3 software programs were used to analyze the data. The results showed that export market orientation has a
positive impact on marketing effectiveness, marketing capabilities, and export performance. Also, Market Turbulence
(MT) does not moderate the impact of export market orientation and marketing effectiveness on export performance,
but it has e moderating role in relation to the impact of marketing capabilities on export performance. Additionally, the
impact of marketing capabilities on export performance was also confirmed.
Keywords: Export Market Orientation, Export Performance, Market Turbulence.

Introduction. The mutual dependence of world economies and recent economic crises has made the countries
in the world be aware of the importance of export. In addition, companies’ survival depends on risk sharing and creating
and forming different spots to earn dependent income. Therefore, it has been increasingly important to analyze the
factors affecting export performance (EP). It can be said that as a result of economic orientations in the world and the
pressures because of low foreign trade income, organizational behavior and EP in export markets have become
important matters in research areas. Many studies focus on the factors leading companies toward export. For example,
studies focusing on the primary steps and process of internationalization have increased the richness of export
marketing literature (Kayabaşı & Mtetwa, 2016). However, with regard to export development in national level it is
significantly important for public and private sectors to identify special organizational behaviors and their relationship
with export. For this purpose, there is a need to prepare policies to develop export organizations in a structural way to
increase countries’ shares in foreign trade. Marketing activities have become a critical matter for economic
organizations, since successful marketing enables the organizations to obtain and maintain the customers. Therefore,
they dedicate important resources to marketing. In addition, the costs created during export process may be decreased
significantly through marketing techniques. Hence, it is necessary to create business processes which ensure marketing
effectiveness (ME). It is obvious that activities associated with increasing ME can be achieved only through engaging
all commercial functions. Market orientation is more important due to the fact that international markets are more
complicated than domestic markets. Due to this complexity organizations’ need to production and dissemination of
information and market insights as well as responsiveness has increased. Consequently, market oriented organizations
can be more successful in understanding the customers’ needs and demands in target international markets, as well as in
tolerating competitive strategies and capabilities and external powers (He and Wei, 2011). As expressed by Lancaster
and Massingham (2011), creating a marketing orientation needs requires focusing on customers, rivals, environmental
changes and organizational culture. Achieving it is expensive and time consuming, however the results worth the time
and cost due to the current economic recession all over the world and the intense competition in modern trading.
Companies who analyze the international context features more, are more capable to develop their competing power. A
competitive industrial context can force the companies to increase their distinctive abilities; and this can lead them to
create innovative superior values for their customers (O’Cass and Weerawardena, 2010). Several experimental studies
have examined the relationship among EP, ME, marketing capabilities (MC), and export market orientation (EMO).
The literature review indicates that companies can achieve a better performance in international markets by evaluating
and running marketing strategies. EMO behavior was a significant predictor of EP growth. Most successful companies
exhibited a stronger link between marketing and R&D (research and development). Competitor orientation and
management commitment have a positive relationship with marketing competence. Zou et al (2003) and Nalcaci and
Yagci (2014) performed studies about the effects of export MC on EP. Zou et al (2003) proposed various methods
performance status and competitive advantages in export markets; Nalcaci and Yagci (2014) suggested that EP is
affected by using information and financial resources, management capabilities as well as customer communicating

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capabilities. Brooks (2011) studied quantitating ME based on the theory discussed by Alpay (2012) in which Alpay
examined the relationship among innovation, ME, and commercial performance. It was found that all innovation
aspects are positively related to MC and ME fully mediates the effects of strategic innovation and product innovation
and madeiates the effects of processes and innovative behaviors in part. Koo et al (2016) emphasized that MC affect the
relationships between market orientation and performance. Their study confirmed that export marketing strategies
positively affect EP. Apiah-Adu et al (2001) showed a positive relationship between marketing and commercial
performance (Nalcaci and Yagci, 2014). The present study particularly aims at helping export marketing literature by
using resource based viewpoint framework to investigate the effects of MC on EP. To this aim, first the effects of EMO
on MC and ME are examined and then their effects on EP in Iranian export companies will be evaluated. The main
question in the present study is: what are the effects of EMO, ME, and MC on EP in Iranian export companies at the
time of market turbulence (MT).
Theoretical framework of the research, conceptual model and hypotheses. According to the related
literature and the aims of the study, the theoretical framework is based on the study by Kayabaşı and Mtetwa (2016) and
is developed by the authors. The research model is shown in figure 1.
Regarding the relationship between EMO and ME it can be said that market orientation is an important need to
keep obtaining customers’ superior values, as well as creating and maintaining key competences. Market orientation
provides required information for the operations which enable the companies to achieve ME. This will help the
organizations to analyze their capabilities in taking advantage of the changes and responding the changing
environmental conditions. Therefore, it gets easy for the organizations to obtain accurate information about their target
markets to make changes in their marketing methods and activities. According to Lancaster and Massingham (2011),
market orientation development is considerably important to improve ME and it requires focusing on customers,
competitor, and environmental changes. Ellis (2005) found that market orientation has a positive effect on competing
performance, while marketing methods have positive effects on satisfaction. Marketing orientation affects ME
considerably (Ghorbani et al, 2014). EMO plays a mediating role in the relationship between marketing mix and EP
(Navaro-Garcia et al, 2014). Julian (2010) showed that marketing orientation has a considerable effect on performance.
Nwokah and Ondukwu (2009) expressed that competing intelligence has a considerable effect on ME. Therefore, we
can consider that ME is positively affected by EMO. Regarding the relationship between EMO and MCs it can be said
that according probability theory everything depends on the context and no successful phenomenon is shared among all
companies, since each one is unique. Since according market information EMO is one of the resources and abilities of a
company (Theodosiou et al, 2012), MCs are: the ability to effectively process the information related to competition and
the customers, as well as prices, market division, target market selection, and integrated marketing activities. Therefore,
development of appropriate MCs may rely on the level of competition in export markets depending on the market
tendency (Murray et al, 2011). The relationship between marketing orientation and MCs has been revealed in previous
studies. For example, Morgan et al (2009) confirmed a positive relationship between marketing orientation and MC.
Acikdili (2013) found that MC has minor effects on MEO. Murray et al (2011) examined the relationship among
marketing orientation, MC, and the competitive and operational advantages and confirmed the existence of this
relationship. Therefore, a relationship between MEO and MC can be expected. Regarding the relationship between MC
and ME it can be hypothesized that capabilities are very important in a company’s activities and therefore they play a
considerable role in effectiveness (Rungi, 2014). Theodosiu et al (2012) suggest that all kinds of MC are results of
considerable ME. Companies need MC to provide various advantages for their customers through dedicating effective
resources to protect variety in market. The high level of structural and special MC leads to development of effectiveness
level of marketing (Vorhies et al 2009). Therefore, the positive relationship between MC and ME is predicted.
Regarding the relationship between EMO and EP it can be expressed that EMO is an important determiner with regard
to marketing strategies and performance in competition intensity and environmental change. Market based resources
affect Market performance and providing considerable advantages in creating and maintaining good relationships with
customers. Highly marketing oriented companies keep endeavoring to create added value and improve performance
(Wang et al, 2013). Murray et al (2011) explain that in international market companies’ success and survival depend
highly on marketing orientation function in export. In this regard a considerable number of studies have examined the
relationship between EMO an EP (Thirkell and Dau, 1998; Cadogan et al, 1999; Raised and Shoham, 2002; Akyol and
Akehurst, 2003; Murray et al, 2007; Acikdili, 2013; Ahimbisibwe et al, 2013). A large number of the studies suggest
that marketing orientation is positively relationship with different aspects of EP (for example sale volume, profit
growth, market share, market entrance, satisfaction with exporting investment); hence, existence of a positive
relationship between EMO and EP can be expected. Regarding the relationship between ME and EP it can be said that
ME is a conceptual structure studied with regard to its relationship with success criteria in different organizations,
including stability, sustainability, long term growth and customer satisfaction, competitive advantage, marketing
orientation, sale growth, and introducing new successful products (Mavondo et al, 2005; Tuan, 2012). The variables
related to EP in companies can be divided into two groups: tangible and intangible factors. While tangible factors
include distribution channels, unique products, delivery time, packaging, intangible factors are attitude, skill, and
knowledge (Gilaninia et al, 2013). Keh et al (2006) suggested that efficiency and ME are keys to productivity in service
industry. ME is associated with operational output and financial performance. Mavondo et al (2005) suggest that
effective development of marketing increases the output and income. Additionally, according to Nwokah and Ahiauzu
(2008), management competences positively affect ME, and the ability to measure MP has a considerable effect on
performance of the company (O’Sullivan et al, 2009). Therefore, a relationship between ME and EP is probable. A

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resource based viewpoint explains that competitive strategies and performance highly depend on organizational
resources and organizational capabilities (Mariadoss et al, 2011). MCs are protective processes for strategic goals of a
company, such that improving MCs enable the organizations to make their goals feasible. Therefore, it is expected that
MCs are developed and settled to increase efficiency and performance (Julian, 2011). The relationship between MC and
EP has been examined by a number of researchers. Some studies focus on the relationship between MC and EP
indicating that MCs affect EP considerably. MC can mediate the effect of marketing orientation on performance.
Market connectivity and MC have considerable effects on customer oriented performance, customer participation
performance, and financial performance; and MC have a positive effect on financial performance (Zou et al, 2003;
Hajipour et al 2013).

Figure 1: The conceptual model of the study

According to the model the research hypotheses are as following:
H1: EMO affects ME.
H2: EMO affect MC
H3: MC affect ME
H4: EMO affect EP
H4a: MT moderates the effect of EMO on EP
H5: ME affects EP
H5a: MT moderates the effect of ME on EP
H6: MCs have effect on EP
H6a: MT moderates the effect of MCs on EP

Methodology. Since this study examines the relationship between variables, it is a correlational- descriptive
study; it is also a survey due to the use of questionnaires. The population of the study include the managers and
assistants in 440 export companies in Iran. At first in a primary study, 20 questionnaires were distributed among the
managers and assistants, and the unknown variance of the population was determined; then 104 companies were
selected to analyze by placing in the main formula. It should be noted that in each company 2 to 3 questionnaires were
distributed among the managers, assistants, or administrators and the mean of each questionnaire was used in the final
analysis. In this study we used 5-item Likert scale ranging from “completely agree” to “completely disagree”. Data
collection instrument was standard questionnaire. The variables which were evaluated include: MC with 5 items
(Morgan et al, 2009; Kayabasi and Mtetwa, 2016), EP with 5 items (Navaro et al, 2010; Kayabasi and Mtetwa, 2016),
ME with 5 items (Webster, 1995; Kayabasi and Mtetwa, 2016), EMO with 5 items (Chung, 2012; Kayabasi and
Mtetwa, 2016), and MT with 4 items (Ebrahimi and Mirbargkar, 2017). To test the reliability of the questionnaire and
confirming inner consistency we used Cronbach’s Alpha coefficient and composite reliability (CR) calculated by Smart
PLS3 for the question set for each variable (table 1). In this study in addition to content validity and confirmation by
supervisor we used convergent validity and discriminant validity.
Two indices were used to calculate convergent validity. The first is AVE (Average Variance Extracted); the
values higher than 0.5 for this index indicate appropriate convergent validity shown in table 1. The values higher than
0.4 are also acceptable provided that they don’t make any trouble for discriminant validity (Ebrahimi and Mirbargkar,
2017). In addition, in values higher than 0.4 the outer loadings in factor analysis indicate the convergent validity of the
variables (Hulland, 1999). To investigate the discriminant validity, we used Fonell Larcker table (Fornell and Larcker,

73
1981). According to the table, the results indicate that square root of AVE for all variables is higher than its correlation
coefficients with other variables which confirms the appropriate discriminant validity.

Table 1. The validity and reliability of research variables

Variables Items Outer loadings AVE Alpha CR
EMO Q1 0.737 0.520 0.770 0.844
Q2 0.627
Q3 0.713
Q4 0.752
Q5 0.768
ME Q6 0.760 0.494 0.751 0.829
Q7 0.739
Q8 0.726
Q9 0.705
Q10 0.569
MC Q11 0.420 0.402 0.702 0.764
Q12 0.546
Q13 0.678
Q14 0.728
Q15 0.739
EP Q16 0.684 0.464 0.709 0.811
Q17 0.640
Q18 0.794
Q19 0.651
Q20 0.621
MT Q21 0.731 0.536 0.712 0.822
Q22 0.786
Q23 0.718
Q24 0.692

Table 2. Discriminant validity

Variables EMO EP MC ME MT
EMO 0.721
EP 0.552 0.681
MC 0.491 0.560 0.634
ME 0.510 0.274 0.320 0.703
MT 0.431 0.403 0.403 0.213 0.732

Data analysis and findings. Due to the small size of the data in the present study, we used structural equation
modeling (SEM) to confirm or reject the hypotheses; SEM was performed by SmartPLS3 which uses partial least
squares. To investigate the research hypotheses, we used path coefficients and t-statistics shown in figures 2 and 3.
Structural model indices such as R2 and (Q2) including construct cross-validated redundancy (CC-Red) and construct
cross-validated communality (CC-Com) are shown in table 3. Also, SRMR index was used to evaluate the whole
model, the external internal and external models were measured and the values less than 0.08 for this index is
considered as favorable (Hair et al, 2016). In this study the values reported for SRMR index were 0.079 and 0.077 for
estimated model and saturated model respectively indicating the good fitness of structural and measuring model. The
results of the hypotheses are also shown in table 4. Regarding t-statistics which is highly important in analyzing the
findings, usually if t-statistic value is higher than 1.96 in an equation it is significant in the confidence level of 5% and
if the value is higher than 2.58 it is significant and the hypothesis is confirmed.

Table 3. Structural model indices

variables R2 R2 Adjusted CC-Red CC-Com

EMO - - - 0.294

EP 52.9% 52.1% 0.220 0.216

MC 24.1% 23.9% 0.089 0.145

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 ME 26.6% 26.3% 0.111 0.257

MT - - - 0.244

Figure 2. Path coefficient and outer loadings values in the research model

75
Figure 3. T-statistics values in the research model
Regarding H1, according to figure 1-4 path coefficient value is 0.465 between EMO and ME. T-statistic value is 9.324
according to figure 2-4 and it can be said that EMO has a positive significant effect on ME and the hypothesis H1 is
confirmed. Also according R2 value it can be said that EMO expresses 26.6% of ME. The hypotheses H2, H4, and H6
are also confirmed and the results can be seen in table 4. Regarding H5, path coefficient value is 0.029 between ME and
EP. Also, T-statistic value is only 0.595 which indicates that ME has no significant effect on EP and hypothesis H5 is
rejected. In addition, the effect of MC on export effectiveness in hypothesis H3 was not supported.
With regard to the hypotheses H6a, H5a, H4a we used interaction effect approach in PLS3. For hypotheses H4a and
H5a p-value is higher than 0.05 and t-statistic doesn’t exhibit any significant value and these hypotheses are rejected.
However, for H6a, according to figure 1-4 the interaction effect (MC*MT) is -0.114 and t-statistic value is 2.463
according to figure 6-4 in which interaction exhibits a significant value (p=0.014). Therefore, the hypothesis is
confirmed and MT modifies the effect of MC on EP, Such that as MT increases the effect of MC on EP decreases.

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Table 4- summary of the results of the research hypotheses
hypotheses Path coefficient t-statistic SD p-value Result
H1 0.465 9.324 0.050 0.000 Confirmed
H2 0.491 9.270 0.053 0.000 Confirmed
H3 0.092 1.545 0.059 0.123 Rejected
H4 0.266 4.911 0.054 0.000 Confirmed
H4a 0.051 1.147 0.045 0.252 Rejected
H5 -0.029 0.595 0.048 0.552 Rejected
H5a 0.006 0.111 0.056 0.911 Rejected
H6 0.267 5.273 0.051 0.000 Confirmed
H6a -0.114 2.463 0.046 0.014 Confirmed

Conclusion. The main goal of this study was to answer the question whether EMO, ME, and MC are
backgrounds for EP in MT conditions. Generally speaking the results obtained in investigations support the theoretical
framework. Theoretical structures which are mainly considered as hypotheses, explain a significant part of the changes
in EP. The conceptual framework indicates that export companies can improve their EP by increasing ME through
creating and maintaining EMO organizational behavior and creating and embedding MC. Hypotheses model shows that
EMO should have a positive effect on EP. Some previous studies have confirmed positive effects of EMO on EP
(Cadogan et al, 1999; Cadogan et al, 2009; Cadogan et al, 2003; Raised and Shoham, 2002; Akyol and Akehurst, 2003;
Murray et al, 2007; Acikdili, 2013). On the other hand, Julian et al (2014) suggest that marketing orientation is an
important variable in a company’s performance; however, it was not clear how marketing orientation affects
effectiveness, though they suggest that the effect of marketing orientation on performance is rather through mediating
variables than directly affecting it. This study is consistent with the study by Julian et al (2014) regarding the positive
effects of EMO on EP, hence it requires more extended research. With regard to the relationship between MC and EP
we suggest that MCs have considerable effects on EP. It has been shown in some previous studies that MC have a
considerable effect on some performance aspects (Chen et al, 2013; Niromand et al, 2012) as well as direct effect on EP
(Zou et al, 2003; Al-Aali et al 2013; Hajipour et al, 2013). According to the findings in our study the effect of MC on
EP is confirmed. However, the effect of ME on EP is not confirmed. The lack of support for this hypothesis may be
partly because of the fact that the samples were selected based on a large number of exporting companies; and it was
possible that export is low or indirect in these companies and hence they don’t need to directly confront with export. As
it was suggested in the conceptual model of the study, ME is an indicator for EP which is in consistence with the
findings of previous studies (Mavondo et al, 2005; Mohammad et al, 2011), but it was not supported by our findings. It
can be said that due to the negative value of beta coefficient, as MT increases the effect of MC on EP decreases. It is
also true for Iran. However, the effect of ME on EP is boosted with the help of EMO. As far as the conceptual model
shows that marketing orientation is an important indicator for both MC and ME. Marketing orientation behavior
includes producing information about export markets, disseminating the information among decision makers in the
companies, and improving the response to change in international markets based on that information. Marketing
orientation is an organizational behavior making profitable connections with customers and increases marketing
information value. There is a positive relationship between market based culture and the resources associated with
organizational knowledge. Therefore, according to literature review it is confirmed that EMO is an important indicator
in marketing strategies and marketing activities because of its positive effect on MC and ME. These findings are also
consistent with the findings by Julian et al (2011) suggesting that MC mediate the effect of marketing orientation on
performance. The positive effect of EMO on MC and ME provides basics for organizational behavior depending on
market information as a recourse for marketing strategies in exporting companies. At the same time, regarding resource
based viewpoint these findings indicate that MC and ME are both affected by marketing orientation. Although our
findings didn’t exhibit a positive effect of ME on EP in MT conditions, they support the effect of MC on ME. The
experimental knowledge of exporting companies regarding market changes and market divisions in export markets
enables them to use marketing tools effectively and this will lead them toward ME which indicates their superior skills
in achieving target markets, encountering combined marketing elements, and managing efficient marketing resources.
In general, our findings support the role of marketing performance in achieving short term goals which affect the
company’s performance. Our study suggests that the effect of marketing orientation on MC is higher than its effect on
ME. The results indicate that the market information obtained as a result of EMO provides the companies with a
knowledge that creates competitive strategies for them. In other word such knowledge enables the companies to
introduce market based capabilities as knowledge resources. Due to the effect of MC on ME, it is better that exporting
companies determine the real demands and needs of their export markets more exactly to be more successful in their
export operations. MCs are the basics for successful marketing strategies and if MCs are unique, they play a significant
role in creating competitive advantage for the companies.

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THE VISAGE OF THE PROPHET (PBUH) IN POEMS BY HASSAN IBN THABIT ANSARY

Mahmoud Saboury
Dr. Sayyed Muhammad Bagher Hosseini
Dr. Muhammad Ja’afary
Department of Arabic language and literature, Kashmar Branch, Islamic Azad University, Kashmar, Iran

Abstract. Hassan Ibn Thabit Ibn Al-Monzerin Haram, as the poet of the prophet, well shone on the crown of
Arabic literature. Because he was a politician and sociologist as well as expert in some other fields, he came to perceive
Islam and then converted to Islam and he assisted the religion of Islam in every aspect with his tongue that was sharper
than a sword. The contents of his poems were covered in a divine guise subject to his being impressed by the Holy
Quran and he became the prophet (PBUH) poet and in doing so he gain the support of the holy spirit. The reason behind
selecting such a topic was firstly the poet’s closeness to the great apostle of God (PBUH) and secondly the position and

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