Investigating the factors affecting the development of international marketing strategy among successful exporters

Over the past four decades, international markets have undergone many changes. Global politics, economic and social trends at this time have created great business opportunities and challenges for international marketers. The main purpose of this study was to examine the factors influencing the development of international marketing strategy among successful exporters. This research is a descriptive correlational research that is considered as a descriptive and field research in terms of applied purpose and method. The data collection tool was a questionnaire and the statistical population of this study was the exporters of cosmetics in the country, and the sampling method of this study was simple random. The sample size of the research was 87 companies according to Morgan table, and according to Cochran's formula, the sample size was 70 companies. In the validity test, each questionnaire was first approved by experts and professors and is reliable according to the result of Cronbach's test. Before testing the hypotheses, the normality of the data was checked using the k-s test. Then, using correlation test, research hypotheses were examined and its effect on a regression model was performed. Also, SPSS software was used to analyze the hypotheses. The results showed that market factors in domestic and foreign markets have a positive and significant relationship with the development of the company's international marketing strategy. The results also showed that industry factors in domestic and foreign markets, internal factors of the company, external environmental factors and network support factors have a positive and significant relationship with the development of the company's international marketing strategy.