The role of marketing intelligence in the impact of innovation on international performance in the country's exporting dairy industries

In this research, marketing intelligence and innovation are assumed as determinants of international performance in the country's exporting dairy industries. Therefore, the purpose of this research is to investigate the role of marketing intelligence in the impact of innovation on international performance in the exporting dairy industries of the country. This research is based on the goals of applied research and is based on data collection and research design using a descriptive-survey method. The statistical population of the research consists of all the managers of exporting dairy industries in the country, and according to Cochran's formula, the number of samples of the current research is ۳۸۵ managers. The tool for collecting information is through the standard questionnaire of Falahat et al. (۲۰۲۰), whose validity and reliability have been confirmed. The questionnaire was distributed among the sample people and by taking the questionnaires and the information obtained from the researched hypotheses; they were analyzed using SPSS۲۲ and PLS۴ software. The findings indicate that market intelligence and innovation have an effect on the international performance of exporting dairy industries. The country has a positive and significant impact and marketing intelligence plays a mediating role in the impact of innovation on the international performance of the country's exporting dairy industries.

کلیدواژه ها:

marketing intelligence ، Innovation ، International Performance ، Exporting Dairy Industries of the Country