Journal of Textile Science and Technology

Journal of Textile Science and Technology

The Effect of Strategic Market Intelligence on the International Marketing Performance of National Brands in the Textile Industry with Respect to the Moderating Role of Competitive Strategies

Document Type : Research/ Original/ Regular Article

Authors
Behnaz Khoshtinat 1
SeyedAhmad Hosseinian 2
Mahnaz Norouzi 3
1 Department of Management, Buinzahra Branch, Islamic Azad University, Buinzahra, Iran
2 Department of Management, Science and Research Unit, Islamic Azad University, Tehran, Iran
3 Department of Management, West Tehran Branch, Islamic Azad University, Tehran, Iran
10.22034/jtst.2025.480551.1476
Abstract
The present study has determined the effect of strategic market intelligence on the international marketing performance of national brands in the textile industry with respect to the moderating role of competitive strategies (cost leadership-differentiation in delivery). The research method is applied in terms of purpose and survey in terms of data collection method. The statistical population of the present study includes 402 members of the Iranian Textile and Apparel Production and Export Union. The sample size was determined as 118 people using the Morgan table and the sampling method of the present study is simple random. The data collection tool was a researcher-made questionnaire. The reliability of the questionnaires was confirmed using Cronbach's alpha, factor analysis and composite reliability, as well as the validity of the instrument using convergent validity and divergent validity. In order to analyze the data from structural equations and specifically SmartPLS software, it has been carried out. The results of this study indicate that strategic market intelligence has an effect on the international marketing performance of national brands in the textile industry. Also, the moderating role of competitive strategies (cost leadership - differentiation in delivery) was confirmed.
Keywords
strategic intelligence of the market
international marketing performance of national brands
competitive strategies
cost leadership
differentiation in delivery

Subjects

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  • Receive Date 26 September 2024
  • Revise Date 20 December 2024
  • Accept Date 19 February 2025