Providing a Model to Identify and Explain the Factors Influencing International Marketing Agility in Developing Countries (Case Study: Tajikistan)

Document Type : Original Article

Authors

1 PhD in Marketing Management, Marketing Department, University of Tehran, Tehran, Iran

2 Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran

3 Associate Professor, Department of Leadership and Human Capital, Faculty of Public Management and Organizational Sciences, Faculty of Management, University of Tehran, Tehran, Iran

Abstract

The present research was conducted with the aim of providing a model to identify and explain the factors influencing international marketing agility in developing countries. The type of research utilized a sequential mixed-methods approach with an exploratory focus. Qualitatively, it included the stages of meta-synthesis/Delphi, while quantitatively it comprised descriptive stages with survey/correlation methods. In the qualitative section and the meta-synthesis stage, the statistical population consisted of all theoretical foundations and relevant backgrounds from internal and external databases. In the Delphi stage, 20 expert participants were selected through purposive non-random sampling. In the quantitative section, the statistical population included all employees and managers of Iranian trading companies in the international export sector, from which 207 respondents were chosen using multi-stage cluster sampling. Data collection methods in the qualitative section involved a systematic review of the literature in the meta-synthesis stage and a user questionnaire in the Delphi stage. Additionally, in the quantitative section, a researcher-made questionnaire with 78 items derived from the qualitative phase was utilized for internal validity, alongside a 34-item questionnaire for assessing model validity. In both qualitative phases and the quantitative section, validity and reliability were examined, with results indicating that the research tools were valid and reliable. Data analysis methods in the qualitative sector and the meta-synthesis stage employed systematic analysis, while the Delphi stage utilized Kendall’s coefficient of concordance. The quantitative section involved both descriptive and inferential statistics, using Maxqda-V2018, SPSS-V23, and Smart PLS-V3 software. The findings indicated that the factors affecting international marketing agility in developing countries include strategic agility dimensions with components of strategy agility (6 indicators) and production process agility (product innovation, distribution processes, customer relationship management) (6 indicators); environmental agility (6 indicators); legal factors (4indicators); technological factors(3 indicators); and finally, cultural factors (3 indicators). The findings demonstrated the model's suitable validity.

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References

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History

  • Receive Date: 23 December 2024
  • Revise Date: 22 February 2025
  • Accept Date: 18 March 2025
  • First Publish Date: 21 March 2025
  • Publish Date: 21 March 2025

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