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

Authors

  • 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

Abstract

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.

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Published

2023-04-19

Issue

Vol. 11 No. 1 (2023): Transnational Marketing Journal

Section

Articles