Validation of the internationalization model of small and medium-sized industries with marketing innovation: Emphasizing the mediating role of market orientation in the direction of the prosperity of the leather industry market, focusing on the East Azerbaijan region

Document Type : Research Paper


Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran


In developed countries, most of the economic activities of these countries are carried out through small and medium-sized companies, and SMEs act as the backbone of the dynamic economy of these countries. The purpose of this study is to design and validate the internationalization model of small and medium industries with marketing innovation, emphasizing the mediating role of market orientation in the direction of the prosperity of the leather industry market, centered on the East Azerbaijan region. The statistical population in the quantitative part included 1620 active units in East Azarbaijan province, and the statistical sample included 310 people based on the Morgan-Karjesi table, who were selected by a simple random sampling method. To do sampling, cluster sampling and available people were used for sampling. A Likert scale questionnaire was used to collect data. Structural equation modeling method and smart-pls software were used for data analysis. The findings of this study showed that marketing innovation has an effect on the performance of innovation and internationalization with mediating variables of market orientation, process innovation, innovation capability, and product innovation.


[1] A. Amini and H. Fattahi, Designing a model for internationalization of small and medium enterprises in nano-based knowledge-based companies, J. Bus. Manag. 10 (2018), no 3, 583–602.
[2] P. Kotler, Principles of Marketing, Prentice. Hall, 2017.
[3] A. Kurdanaij, H. Danaei Fard, J. Delkhah, and M. Aghaziarati, Strategic renewal: Examining the role of organizational learning, Bus. Manag. Persp. 12 (2013), no. 16, 37–48.
[4] F. Rahimnia, A. Khorakian and F. Ghaderi, Examining the impact of innovation strategies on the performance of export businesses, Since. J. Inter. Bus. Manag. 1 (2015), no. 3, 1–22.
[5] M. Rajabalipour and H. Rajabalipour, The effect of various innovations with various organizational practices in manufacturing companies of Khuzestan province, Istan. Inter. Conf., 2015.
[6] A. Mir Shafiee, Looking at the complication diagnosis plan of the Industrial Development and Renovation Organization of Iran, Pars. Oil. Month. 32 (2005), no. 32, 62–44.
[7] N.A. Morgan, D.W. Vorhies and C.H. Mason, Market orientation, marketing capabilities and firm performance, Stra. Manag. J. 30 (2009), no. 8, 909–920.
[8] J.C. Narver and S.F. Slater, The effect of a market orientation on business profitability, J. Market. 54 (2017), 20–35.
[9] N. Sanobar, R. Sarvari, and Y. Jabbarzadeh, Internationalization of knowledge-based companies: The role of foreign market knowledge and recognition of international entrepreneurial opportunity, Entre Mag. 11 (2018), no 3, 497–461.
[10] S.F. Slater, G.T.M Hult, and E.M. Olson, Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness, Indust. Market. Manag. 39 (2010), no. 4, 551–559.
[11] Q. Tan and C. Sousa, M.P, Leveraging marketing capabilities into competitive advantage and export performance, Int. Market. Rev. 32 (2015), no 1, 78–100.
[12] S. Wenbin, P, Juseph and D. Yuan. The longitudinal effects of internationalization on firm performance: The moderating role of marketing capability. J. Scien. Direct, 1 (2018), 148–296.
[13] M. Yamin and R. Sinkovics, Online internationalization, psychic distance reduction and the virtuality trap, Int. Bus. Rev. 15 (2006), 339–360.
Volume 15, Issue 4
April 2024
Pages 185-193
  • Receive Date: 30 May 2022
  • Revise Date: 19 June 2022
  • Accept Date: 25 July 2022