Considering the Effect of Marketing Strategies on Export Performance (Case study: Manufacturing and Exporting Companies of Tehran Garment Industry)

The purpose of this study was to investigate the effect of marketing strategies on export performance (case study: manufacturing and exporting companies of Tehran's clothing industry). The statistical population of this research is composed of all apparel workers in Tehran from ۱۵ apparel companies. Data were collected by a questionnaire from ۲۸۷ people who were selected as samples. SPSS and PLS software were used to analyze the data. The results of the research showed that among the four strategies examined, only the effect of diversity strategy on the performance of export companies in the clothing industry of Tehran was significant and the strategies of concentration, differentiation, and cost leadership on export performance of these companies were not significant.

کلیدواژه ها:

Focus ، Differentiation ، Diversity ، Cost Leadership ، and Export Performance