The Implementation of Innovative Management and Strategic Marketing for Export Performance : Mixed Methods Research

The application of the state-of-the-art technologies in domestic products is currently acknowledged as the pillar of growth and development in knowledge-based exports. In this context, the major emerging technologies are unceasingly paving the ground for new demands, as the propellers encouraging investments and guaranteeing export prosperity, which are of utmost importance in today's industrial economies. The present study aimed to investigate the factors to consider when implementing innovative management and strategic marketing for export performance. The theoretical foundations in this descriptive survey with a mixed (quantitative-qualitative) methods research design were accordingly established by the library method, using journals, books, and websites. The statistical population comprised of academics and those involved in executive jobs related to export performance, 30 of whom were selected via purposive sampling, and then received a researcher-made questionnaire, developed based on Saaty's [1] 1-9 scale of pairwise comparison model. Recruiting the analytic network process (ANP) for data analysis, the results revealed the importance and priority of the management cluster (with the normalized score of 0.353) compared to core competencies (with the normalized score of 0.058), internal factors (with the normalized score of 0.144), external factors (with the normalized score of 0.238), and strategy (with the normalized score of 0.207). Therefore, the management cluster was higher in rank to others. In this regard, the ideal, normal, and final weights were further calculated for all clusters. Given the high-volume operations and the extensive outputs, much focus was laid on setting the priorities to make optimal decisions in introducing the main factors contributing to the implementation of innovative management and strategic marketing for export performance to meet the research objectives