Investigating the Impact of Marketing Capabilities on Export Investment Performance with the Mediating Role of Marketing Communications and Competitive Strategy and the Moderating Role of Technological Turbulence (Case Study: SAIPA Company)

Objective: This study aimed to investigate the effect of marketing capabilities on export investment performance, with the mediating role of marketing communication and competitive strategy, and the moderating role of technology turbulence in SAIPA Company.

Methodology: This applied, descriptive-survey study was conducted among managers and experts of SAIPA Company. A total of 158 respondents were selected using a simple random sampling method. Data were collected via a standardized questionnaire whose validity and reliability were confirmed through factor loadings, Cronbach's alpha, composite reliability, and AVE indices. Data analysis was conducted using SmartPLS and structural equation modeling.

Findings: The results revealed that marketing capabilities had a significant direct effect on export investment performance, marketing communication, and competitive strategy. Additionally, marketing communication and competitive strategy significantly mediated the relationship between marketing capabilities and export investment performance. Technology turbulence moderated the relationship between marketing capabilities and marketing communication, as well as between marketing communication and competitive strategy. All path coefficients were significant at the 0.01 level, and model fit indices were within acceptable ranges.

Conclusion: The findings suggest that marketing capabilities can enhance export investment performance by strengthening marketing communication and competitive strategy, even in turbulent technological environments. These results underscore the need for export-oriented firms to develop technology-driven, flexible, and customer-centered marketing strategies.