Predicting International Marketing Strategy Effectiveness through Online Marketing Capability and Networking Capability: The Mediating Role of Strategic Agility and the Moderating Role of Internationalization Knowledge

Document Type : Original Article

Authors

1 . Associate Professor, Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.

2 Ph.D. Student of Business Management, Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.

Abstract

Aim and Introduction: Nowadays, the dynamic and complex environment has prompted firms to consider entering international markets in order to attain and sustain a competitive advantage. This enables them to effectively respond to diverse challenges and changes. In this regard, firms must develop high levels of capabilities not only to maintain their market position but also to move into new areas and exploit market opportunities. It is worth mentioning that small and medium enterprises face difficulties and challenges in gaining a competitive advantage, primarily due to their limited financial and management resources, particularly on the international stage. Therefore, small and medium-sized enterprises need key capabilities that can help them capitalize on business opportunities in diverse markets during challenging and volatile times. Therefore, the purpose of this research is to investigate the moderating role of internationalization knowledge and the mediating role of strategic agility in the relationship between online marketing capability, networking capability, and the effectiveness of international marketing strategy. Methodology: This research is a type of hypothetical-inferential and applied study. The statistical population of the research includes small and medium-sized creative enterprises in Iran. Data collection has been done through a standard questionnaire. The sampling method used in this research was stratified random sampling. It is worth mentioning that 229 analyzable data points were collected from small and medium-sized creative enterprises. It should be mentioned that six standard measures were used to assess the variable of online marketing capability, which were adapted from the study conducted by Tolstoy et al. (2022). To measure the variable of networking ability, seven standard measures have been used, which were adapted from the study conducted by Adomako et al. (2022). To measure the variable of strategic agility, nine standard measures were used, adapted from the study conducted by Adomako et al. (2022). To measure the variable of internationalization knowledge, four standard measures have been used, adapted from Zhou et al. (2010). Finally, to measure the effectiveness of the variable of strategy, four standard measures from Vorhies and Morgan (2005) were utilized. Finally, in order to investigate the current issue, several hypotheses were presented and examined using the method of structural equation modeling and partial least squares. Finding: The findings from SmartPLS indicate that all six hypotheses proposed in this research have been confirmed. The results demonstrate significant effects in the relationships between the variables. Exactly, the software output demonstrates that online marketing capability and networking capability directly impact strategic agility. Additionally, strategic agility is a predictor of the effectiveness of international marketing strategies. On the other hand, the significant mediating role of strategic agility was observed in the relationship between online marketing capability, networking capability, and the effectiveness of international marketing strategy. On the other hand, the moderating role of knowledge in internationalization in the relationship between strategic agility and the effectiveness of international marketing strategy was significant. Discussion and Conclusion: According to the resource-oriented view, firms face the challenge of gaining a competitive advantage, with resources being recognized as the key advantage for firms. Firms expect the resources they invest in their strategies to be successfully implemented and to yield the desired results. This study investigated the effectiveness of the international marketing strategy of small and medium-sized Iranian creative firms using a resource-oriented view, a perspective that has not been explored by previous researchers. In this study, we examined the effects of online marketing ability and networking ability on international marketing strategy effectiveness. We also explored the mediating role of strategic agility and the moderating role of internationalization knowledge. Therefore, it was necessary to conduct this study in this field. This research shows that online marketing capabilities and networking are two key factors in implementing and enhancing the effectiveness of a marketing strategy for small and medium-sized creative enterprises at the international level. Among these factors, strategic agility and internationalization knowledge were identified as important in accelerating these trends. Overall, our study shows that online marketing capability and networking capability are identified as capabilities that enhance the strategic agility of small and medium-sized creative enterprises. This, in turn, leads to the effectiveness of companies' marketing strategies by enabling them to adapt flexibly to the dynamic environment. Also, this study showed that focusing on internationalization knowledge can enhance the ability to attract small and medium-sized creative enterprises. By strengthening the firm's strategic agility, it can lead to greater effectiveness in implementing marketing strategies. It is worth mentioning that this study presents a different approach to assessing the effectiveness of marketing strategies for small and medium-sized creative enterprises. It introduces a new model in the international arena. Finally, practical suggestions were also presented, based on the findings.

Keywords

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Commercial Strategies
Volume 19, Issue 19
December 2022
Pages 166-146

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