A conceptual framework for marketing strategy in SMEsregarding export performance as an independent variable : case of Iran

Abstract: In this research a framework has been developed for food exporters, becausethere were only few strong frameworks in exporting and there were not goodones for Iranian exporters. In this dissertation effects of exportperformance on organizational commitment to export and also its hidden effecton marketing strategy definition have been considered in order to develop theframework. A new view on export performance has been taken which considersexport performance as an independent variable compare to previous ones, alsoone important consideration which has been chosen is that there is not a purestrategy like standardization or adaptation but it is a matter of degreebetween these two strategies. After meetings with experts in university andindustry and doing pilot test data were collected from Iranian exporter foodSMEs from provinces of Iran in order to verify the questions of thisresearch. Results confirmed these hypotheses and some strategies werestandardized while some of them were adaptive. Moreover important variablesin commitment to export and in marketing strategy have been discussed and itis found that satisfaction with prior year export performance resultsdecrease the commitment of firm in the current year. One of the aims is toshow importance and results of export performance in previous year as anindependent variable on marketing mix strategy while others considered it asa dependent variable and worked on inverse relationship. These effects havebeen proved mostly. Also other important variables on defining marketing mixstrategy have been shown and effects of export market competition and exportmarket development have been investigated. Finally this framework with helpof these factors was developed and has been confirmed with food exporter SMEsquestionnaires.