Investigating the impact of new product development and international marketing strategy on the export performance of manufacturing and industrial companies, considering the mediating role of innovation capacity

This study aims to examine the impact of new product development and international marketing strategies on the export performance of manufacturing and industrial firms, with particular emphasis on the mediating role of innovation capacity. The research adopts a descriptive-survey methodology, utilizing a structured questionnaire as the primary data collection instrument, distributed among a selected sample. The statistical population comprises companies engaged in international trade activities within the city of Tehran. Based on the Morgan sampling table, a sample size of 117 respondents was determined. Data analysis involved the use of inferential statistical techniques to test the research hypotheses, while descriptive statistics were applied to present the general characteristics of the respondents. The hypotheses were tested and analyzed using SPSS and SmartPLS software. Findings reveal that marketing managers should adopt a market-oriented approach, integrating long- term strategic planning with short-term operational initiatives across the elements of product, pricing, promotion, and distribution. Strategic recommendations include the development of new products tailored to the physical and psychological needs of consumers, implementation of flexible pricing policies, design of promotional campaigns aimed at establishing long-term and sustainable customer relationships, and effective distribution planning to meet customer requirements. Additionally, key cross-functional capabilities were identified in areas such as new product development, brand management, customer relationship management, supply chain coordination, and quality resource management. These dimensions represent broad and critical competencies through which marketing managers can enhance various facets of business performance by leveraging a diverse array of tactical, cross-functional capabilities.