Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

The Effect Of Transnational Marketing Strategies, Dynamic Capabilities On Perceived Market Performance Of The Manufacturing Industry Of Iraq

Shahlaa Ali Abd Alhasan
Industrial Management/ Al-Nisour University College/Baghdad/Iraq
Tawfeeq Alghazali
College of Media, department of journalism/ The Islamic University in Najaf, Najaf, Iraq
Zainab abed Almoussawi
College of Islamic Science /Ahl Al Bayt University /Kerbala /Iraq
Amenah Muayad Abdullah
Media Department, College of Mass media, Al-Farahidi University/Iraq
Hassan Taher Braiber
Accounting Department, Al-Mustaqbal University College, Babylon, Iraq
Ali Hussein Ahmed Al-Shafeay
Department of Accounting/ Hilla University College, Babylon, Iraq
Keywords: Market performance; dynamic capability; transnational Marketing. Iraq, PLS-SEM ,


This study intends to examine the function of market performance as a mediator between international marketing, dynamic capacities, and sustained competitive advantage. This study also evaluated the direct impact of global marketing and dynamic capabilities on market performance and long-term competitive advantage. This study was prepared with Iraqi manufacturing groups in mind. Using a sampling technique based on convenience, data for the analysis were collected from Iraqi manufacturing sector employees. This study employed a quantitative methodology and a cross-sectional design. PLS was used as the analytic tool. The study's findings validate the importance of market performance as a mediator between dynamic capability, multinational marketing, and durable competitive advantage. The study's results also validate the postulated direct linkages. The study's findings are useful for practitioners and policymakers in developing methods to enhance market performance.

SCImago Journal & Country Rank


marketingCOVID-19brandingMarketingconsumer behaviourIndiaCovid-19Coronavirusrefugeesconsumersblockchaincustomer-orientationGeneration Yretailsocial mediaEmerging marketsdiasporaidentitySMEbrandUAESMSfoodMexico