Explaining the role of export market orientation, entrepreneurial orientation, and marketing capabilities in export performance with the mediating role of market dynamics: A study in small and medium-sized export enterprises

Safari, Mohammad; Hosseini, Aboalhasan; Majlesi, Mohammad Hossein

doi:10.22034/asm.2026.2083074.3492

Explaining the role of export market orientation, entrepreneurial orientation, and marketing capabilities in export performance with the mediating role of market dynamics: A study in small and medium-sized export enterprises

Authors

Mohammad Safari ¹

Aboalhasan Hosseini ²

Mohammad Hossein Majlesi ³

¹ Assistant Professor, Department of Business Administration, Faculty of Economics and Administrative Sciences, Mazandaran University

² Associate professor, Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.

³ MSc in International Business Management, Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran

10.22034/asm.2026.2083074.3492

Abstract

Today, the important role of exports in the macroeconomics of economic development is obvious. In addition to the importance of exports in the economic development of countries, exports are of special importance for companies in today's dynamic world market. The present study examines the effect of export market orientation, entrepreneurial orientation and marketing capabilities on export performance with the role of mediator of market dynamics among small and medium export companies in Mazandaran province. The research is an applied research and in terms of the research method, it is included in the category of correlational descriptive research based on structural equation modeling. The statistical population of the research is members of the board of directors, managing directors, senior managers and all employees related to export who have sufficient information about the export position of the companies. The number of active small and medium export companies in Mazandaran province is 30, the questionnaire was distributed to all companies and 169 questionnaires were completed and analyzed. The data collection tool is a standard questionnaire, the validity of which was evaluated by experts and its reliability was evaluated by using combined reliability and Cronbach's alpha. Data analysis was done using Smartpls3 and Spss26 software. The results of research confirmed the positive and significant effect of export market orientation, entrepreneurial orientation and marketing capabilities on export performance. The positive and significant effect of export market orientation, entrepreneurial orientation and marketing capabilities on export performance with the mediating role of market dynamics was also confirmed.

Keywords

export market orientation

export performance

entrepreneurial orientation

marketing capabilities

market dynamics

Subjects