Investigating the effect of market intelligence activity on the sales strategy and export performance of the study: companies exporting petrochemical products in Shiraz

Abstract

The purpose of this study is the interaction between market intelligence activities and sales strategy on export performance. The current research is of an applied type and because it investigated and analyzed the current situation, the method used in this research is a descriptive survey. According to the statistical population of the research, 57 companies export petrochemical products according to the information of the Petrochemical Products Exporters Union in Shiraz, the sample size is 170 managers and senior experts, a simple random sampling method was used and the question The letter was distributed among these people. Library and internet sources including books, articles and case studies were used to collect data related to theoretical foundations and extract primary factors and indicators. In inferential statistics, after checking the reliability and validity of the questionnaire, the normality of the data was checked using Kolmogorov Smirnov, and then the assumptions were checked using structural equation modelling test and lisrel software. Based on the obtained results, all hypotheses were accepted. The results of the structural equation model showed that the dissemination of export market information on the performance of the export market, considering the mediating role of prioritizing and targeting the export customer, has the greatest impact with a value of 74%.