Evaluating Export Incentive Programs' Performance of Trade Promotion Organization of Iran on Export Performance: The Mediating Role of Exporting Companies' Marketing Implementation Capabilities and the Perceived Environment of International Markets
Purpose: The globalization of the economy and formation of the unions such as the European Union and URASIA, as well as the treaties such as the NAFTA, etc., or organizations such as the World Trade Organization (WTO) have led to the increase in the flow of goods and services. The current study aimed to determine the direct and indirect impacts of the export incentives on the merchants’ export performance and export-based producers through the mediatory role of the marketing implementation capabilities and the perceived environment of the international markets. Methodology: By the use of the random sampling method, 235 questionnaires were collected from the active manufacturing and commercial companies in Iran, and the data obtained from them were analyzed through the Structural Equations Modelling (SEM). Findings: The statistical data and SEM results indicated that, besides the effectiveness of the export promotion programs on the export performance of the company through the perceived environment of the international markets, the marketing implementation capabilities of the company can be also developed and strengthened. Also, the analysis of the results indicates that the export promotion programs variable explains the highest percentage of the export performance directly, which is indicative of the importance of the export promotion programs in the achievement of the superior export performance. Originality/Value: Based on the results of the current study, it is suggested that in the export promotion programs for the exporting companies, the transfer of the information of the international markets and strengthening the marketing implementation capabilities of these companies by the government be taken into consideration more than ever.