Designing a model of international marketing strategy and export performance in small and medium-sized companies

Today, saffron exporting countries in the world are trying to gain a good position in the global market. Iran is one of the largest producers of saffron in the world, which unfortunately, unlike the production field, has not achieved its true position in the field of exports.we seek to propose an export performance model based on international marketing strategy in SME that export saffron. First, we reviewed the existing models in the field of export performance with background research, and then, by extracting the variables, we presented a proposed model. Then we extracted the hypotheses of the questionnaire. In the next step, we used the non-probability snowball sampling method to collect statistical samples. Finally, 107 company managers answered the questionnaire. Then the data analysis process was performed with Smart-PLS software. The results showed that standardization / adaptability in the international marketing mix has a significant effect on the objective performance of exports and satisfaction with export performance. Also, technology intensity variables and organizational determinants do not play a mediating role in the relationship between international marketing strategy and export performance. Company size variables and managerial determinants only mediate the relationship between international marketing strategy and export performance satisfaction, and environmental determinants mediate the effect of standardization / adaptability in the international marketing mix on export performance satisfaction and objective export performance. Also, at the end, the proposed model is presented using the results of fitting the general model.