Innovation Management in Defensive Organizations

Innovation Management in Defensive Organizations

The Impact of Market-Oriented Environmental Sustainability on Export Performance through the Mediating Role of Green Export Resources and Export Marketing Strategies

Document Type : Original Article

Authors
1 Associate Professor of Economics, Faculty Member of the Ministry of Science, Research and Technology
2 Master’s Degree in Business Management, Tehran Central Branch, Islamic Azad University, Tehran, Iran
10.22034/qjimdo.2026.578777.1789
Abstract
Background & Purpose: In recent years, environmental pressures, global competition, and international regulatory requirements have compelled firms to integrate sustainability-oriented approaches into their marketing and export activities. However, there is still insufficient evidence regarding how market-oriented environmental sustainability affects export performance, particularly when internal organizational mechanisms such as green export resources and export marketing strategies are involved. Accordingly, this study aims to examine the effect of market-oriented environmental sustainability on firms’ export performance and to analyze the mediating role of green export resources and export marketing strategies in this relationship.
Methodology: In terms of purpose, this research is applied, and in terms of method, it is descriptive-survey. The statistical population consisted of 550 managers and experts of Pama Holding, from which 227 respondents were selected using Cochran’s formula and proportional stratified sampling. Data were collected through a standardized questionnaire adapted from Silva et al. (2023). After confirming validity and reliability, the data were analyzed using structural equation modeling (SEM).
Findings: The results indicated that market-oriented environmental sustainability does not have a direct effect on export performance; rather, its impact is exerted through mediating variables. This orientation strengthens green export resources and capabilities, which in turn influence sustainable export marketing strategies. Furthermore, sustainable marketing strategies improve export performance, and green export resources have a positive and significant effect on green export capabilities.
Conclusion: Market-oriented environmental sustainability represents an important strategic orientation for developing green resources and capabilities. Export success cannot be achieved merely by possessing green resources; these resources must be transformed into sustainable marketing strategies through organizational capabilities. Therefore, investment in sustainable marketing can enhance export performance, particularly in polluting industries.
Keywords
Subjects

Ahmadi, A., & Nikju, H. (2023). Strategic approach to the priorities of international trade and imports. 17th National Conference on Economics, Management and Accounting.
Al-Ghwayeen, W. S., & Abdallah, A. B. (2018). Green supply chain management and export performance: The mediating role of environmental performance. Journal of Manufacturing Technology Management, 29, 1233-1252.
Al-Madi, F., Alfalah, T., Shraah, A., & Abu-Rumman, A. (2021). Supply chain practices and organizational performance: Evidence from Jordanian medical devices firms. Uncertain Supply Chain Management, 9(4), 831-840.
Amani, J., Khodri Azar, H., & Mahmoudi, H. (2012). Introduction of the structural equations modeling model using the least squares method and its application in behavioral research. Journal of Online Psychological Knowledge, (1), 41–55.
Amu-amuha, H., & Yazdani, N. (2021). The impact of marketing capabilities on the performance of export companies through competitive strategy and situational advantage with the moderating role of two-sided innovation. Strategic Management Studies Journal, 12(45), 65–82.
Aqazadah, H., Rahimi Joneqani, Z., & Balochi, H. (2020). Explaining export performance with export commitment. Management Researches, 12(23), 85–115.
Ayati Mehr, M., Naghizadah, R., Mohammadi, F., & Beygi, F. (2021). Study of the impact of innovation strategy on product and innovation in the process of business performance. 11th International Conference on New Research in Management, Economics and Development.
Bager, S. L., & Lambin, E. F. (2020). Sustainability strategies by companies in the global coffee sector. Business Strategy and the Environment, 29(8), 3555-3570.
Bamel, U., & Bamel, N. (2018). Organizational resources, KM process capability and strategic flexibility: A dynamic resource-capability perspective. Journal of Knowledge Management, 22(7), 1555-1572.
Barney, J. B., & Clark, D. N. (2007). Firm resources and sustained competitive advantage. In Resource-Based Theory: Creating and Sustaining Competitive Advantage. Oxford Academic. https://doi.org/10.1093/oso/9780199277681.003.0003
Bayat, R., & Behnia, L. (2020). The impact of environmental capabilities and green supply chain strategies on improving the performance of thermal power plants in the country. Strategic Management Studies Journal, 11(42), 119–140.
Bıçakcıoğlu, N., Theoharakis, V., & Tanyeri, M. (2020). Green business strategy and export performance: An examination of boundary conditions from an emerging economy. International Marketing Review, 37(1), 56-75.
Borhani, B., Amini, M., & Delavari, H. (2023). The role of organizational capabilities in creating competitive advantage for new product development in the food industry. Second International Conference on Industrial Marketing.
Chakraborty, D., & Biswas, W. (2019). Evaluating the impact of human resource planning programs in addressing the strategic goal of the firm: An organizational perspective. Journal of Advances in Management Research, 16(5), 659-682.
Crittenden, V. L., Crittenden, W. F., Ferrell, L. K., et al. (2011). Market-oriented sustainability: A conceptual framework and propositions. Journal of the Academy of Marketing Science, 39, 71–85. https://doi.org/10.1007/s11747-010-0217-2
Dagbelou, V. K., Adekambi, S. A., & Yabi, J. A. (2021). Growth of small and medium-sized agricultural enterprises and export market integration by smallholder farmers. Agro-Science, 20(3), 1-8.
De Guimarães, J. C. F., Severo, E. A., & de Vasconcelos, C. R. M. (2018). The influence of entrepreneurial, market, knowledge management orientations on cleaner production and the sustainable competitive advantage. Journal of Cleaner Production, 174, 1653-1663.
Dzikriansyah, M. A., Masudin, I., Zulfikarijah, F., Jihadi, M., & Jatmiko, R. D. (2023). The role of green supply chain management practices on environmental performance: A case of Indonesian small and medium enterprises. Cleaner Logistics and Supply Chain, 6, 100100.
Falahat, M., Ramayah, T., Soto-Acosta, P., & Lee, Y. Y. (2020). SMEs internationalization: The role of product innovation, market intelligence, pricing and marketing communication capabilities as drivers of SMEs’ international performance. Technological Forecasting and Social Change, 152, 119908.
Galbreath, J., Chang, C. Y., & Tisch, D. (2021). Are exporting firms linked to cleaner production? A study of eco-innovation in Taiwan. Journal of Cleaner Production, 303, 127029.
García Alcaraz, J. L., Díaz Reza, J. R., Arredondo Soto, K. C., Hernández Escobedo, G., Happonen, A., Puig I Vidal, R., & Jiménez Macías, E. (2022). Effect of green supply chain management practices on environmental performance: Case of Mexican manufacturing companies. Mathematics, 10(11), 1877.
Gholami, Z., & Yedolahi, M. (2022). The effects of complementary information technology resources on organizational capabilities, strategic goals and performance. Journal of Management Improvement and Transformation Studies, 31(105).
Ghyath Abadi Faraḥani, M., & Ghafari Ashtiyani, P. (2017). The impact of sustainable global business strategy on green export performance. Marketing Management, 11(34), 27–40.
Hamidizadeh, M. R., Dadbeh, S., & Farhamand, R. (2020). Modeling strategies for new product development. 17th International Conference on Management.
Hooman, H. A. (2002). Psychological and educational measurements: The art of test and scale preparation. Parsa Publications.
Hult, G. T. M. (2011). Market-focused sustainability: Market orientation plus! Journal of the Academy of Marketing Science, 39, 1–6. https://doi.org/10.1007/s11747-010-0223-4
Khan, H. (2020). Is marketing agility important for emerging market firms in advanced markets? International Business Review, 29(5), 101733.
Khan, H. (2022). Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic. International Marketing Review.
Khatir-aqajani, Y., Falaḥi Pur, A., Rahimi Khonakdari, M., & Mahmoudiyan, R. A. (2023). Investigating the relationship between organizational capabilities and organizational identity of employees in Qa’emshahr municipality. Ninth International Conference on New Studies in Management and Accounting in Iran.
Kitonyi, S., Kibera, F., Gathungu, J., & Yabs, J. (2020). Effect of the macro-environment factors on the relationship between firm resources and export performance of small and medium scale manufacturing enterprises in Nairobi City County, Kenya. European Scientific Journal, 16(28), 173-194.
Le, P., Teo, H., Pang, A., Li, Y., & Goh, C. (2019). When is silence golden? The use of strategic silence in crisis communication. Corporate Communications: An International Journal, 24(1), 162-178.
Leonidou, L. C., Christodoulides, P., Kyrgidou, L., & Palihawadana, D. (2017). Internal drivers and performance consequences of small firm green business strategy: The moderating role of external forces. Journal of Business Ethics, 140(3), 585-606.
Mahmoudiyan, F., & Madadkhani, M. (2022). The impact of marketing capabilities on export performance, considering competitive strategy and external factors in dairy product exporting companies in Tehran. Ninth National Conference on New Research in Humanities, Management, and Entrepreneurship in Iran.
Moehbi Mansh, A., Hosnawi, R., Tavakoli, G. R., & Bagheri, A. A. (2019). Presenting a conceptual model to explain the role of organizational capability in management participation in increasing organizational performance. Human Resource Management Researches, 9(3).
Nabizadah, T., Haghighi-Nasab, M., & Mehmannavazan, S. (2022). Designing a green export marketing strategy model for saffron. Management Researches in Iran, 26(2), 170–193.
Nadri Pur, M., & Darwishi, M. (2023). The mediating role of export strategies in the impact of export orientation on export performance (a study of manufacturing export companies in Khuzestan province). Second International Conference on Industrial Marketing.
Namazi, M., & Khoramdel Masuleh, Z. (2022). The impact of green innovation and environmental management accounting on financial, environmental, and economic performance of companies. Financial Accounting Experimental Studies, 19(74), 1–40.
Nezami, M. A. (2022). The relationship between marketing channels and components of marketing strategies. Eighteenth National Conference on New Approaches in Management, Economics and Accounting.
Nyanga, C., Pansiri, J., & Chatibura, D. (2019). Enhancing competitiveness in the tourism industry through the use of business intelligence: A literature review. Journal of Tourism Futuresahead-of-print(ahead-of-print).
Parasameher, H., & Vafaqi, S. H. (2022). The impact of differentiation strategy on cost stickiness. Third International Conference on Challenges and New Solutions in Industrial Engineering, Management, and Accounting.
Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press. https://doi.org/10.4324/9781912281060
Rahim Nia, F., Islami, Q., & Qaderi, F. (2019). The impact of green human resource strategy on export performance through competitive advantage. International Business Management, 2(4), 73–96.
Rakhshani, J., & Oorgi, N. (2021). A review of the concept of aligning human resource strategies with strategic thinking of managers in non-governmental organizations. Second National Conference on New Research in Management, Economics and Accounting.
Rashidi Panah, M., & Mansuri Moayed, F. (2017). The impact of green export orientations on non-financial export performance: The role of green business strategies in export companies in Tehran province. First International Conference on Management Models in the Era of Progress.
Rezazade, A., & Davari, A. (2014). Structural equation modeling with PLS software. Jihad University Publications Organization.
Sarhadi-Nasab, S., Malek Reesee, J., & Rahimi, A. (2022). Culture and Environment. 6th International Conference and 10th National Conference on Architecture, Restoration, Urban Planning and Sustainable Environment.
Silva, G. M., Dias, Á. L., Lisboa, A. C., & Silva, F. P. (2023). Drivers and outcomes of sustainable export marketing strategies in international environments. Review of International Business and Strategy, 33(4), 627-648.
Silva, G. M., Gomes, P. J., & Lages, L. F. (2019). Does importer involvement contribute to product innovation? The role of export market factors and intra-firm coordination. Industrial Marketing Management, 78, 169-182.
Talabeygee, F., Hidari Afshār, M. H., Ranjbar Zidabadi, A. R., Safi Nezhad, A., & Fathizadeh, A. R. (2023). The impact of green human resource management on environmental performance. Ninth National Conference on New Findings in Science and Technology with a Focus on Computer, Management and Accounting.
Tatari, K., & Bakhshi, J. (2023). The role of communication technologies in export development. Second International Conference on Management Studies, Culture and Art.
Tavasoli, M., & Azad, N. (2021). The impact of international marketing on improving the performance of exporting companies (automotive parts exporting companies). Business Management, 13(49), 127–146.
Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5(2), 171-180. https://doi.org/10.1002/smj.4250050207.
Yazdani, N., & Mordadi, R. (2022). The impact of competitive strategies on the development of new services. Second International Conference on Laboratory of Management and Innovative Approaches in Management and Economics.
Yazdani, N., & Yusefi, M. (2020). Investigating the relationship between internet marketing capabilities and export market growth (a study of small to medium-sized exporting companies in Tehran). Bi-Monthly Researches in Commerce, 18(100), 63–77.