The Impact of Export Market Orientation on International Trade Performance with the Mediating Role of Company Innovation Capability

Today's organizations need to look at market orientation and innovation as an essential strategy in the export market, while recognizing change in order to survive in the new paradigm of competition between organizations, which is a highly competitive and knowledge-based environment. And environmental change, to address them, identifies organizational indicators that influence international business performance and respond to these changes most appropriately. In this study, we investigate the effect of export market orientation on the performance of international trade with the mediating role of corporate innovation capability. The statistical population of the study is the managers of Iran Khodro Company. Sampling was done by simple cluster and random sampling. The sample size was 125 people and 95 people were selected using Cochran formula. Questionnaire was used for data collection. Structural equation modeling with LISREL8.8 software was used to analyze the data and to test the research hypotheses. The results showed that export market orientation had a positive and significant effect on the performance of international trade. The impact of the export market on the company's innovation capability was also confirmed. In addition, the results showed that the effect of export market orientation on the performance of international trade was significantly influenced by the mediating role of firm innovation capability.