Export Marketing: The Moderator Effects of Dysfunctional Competition and Institutional Barriers

In recent decades, companies have become more focused on the export market and cross-border trade. Companies use international expansion to grow, increase profits and sales, maintain a competitive market position, and compensate for the presence of foreign companies in their market. The purpose of this study is to examine the impact of export marketing capabilities and diversification of export entry on export performance, with inefficient competition and organizational barriers acting as moderators. This study is applied, descriptive, and survey-based. The statistical population consists of 67 Niro Motor Industrial Company senior, middle, and production line managers. In this study, the census method was used for sampling. In order to collect data, a questionnaire was extracted from previous studies, and its validity and reliability were confirmed by tests. Structured equation modeling and Smart PLS software were used to analyze the collected data. This study's findings show that greater levels of product innovation and market responsiveness as a result of export marketing capabilities have a significant impact on export performance.