The effect of marketing capabilities and entrepreneurial marketing on export performance: A study on the Turkish natural stone sector (marble)

This study aims to examine the effects of export marketing capabilities and entrepreneurial marketing orientations on export performance in businesses operating in Turkey's marble sector. The main research questions investigate whether entrepreneurial marketing and export marketing capabilities influence export performance and whether these capabilities vary according to the descriptive characteristics of the businesses. The research population consists of marble exporting firms that participated in the 29th Marble İzmir International Natural Stone and Technologies Fair held in İzmir in 2024. A quantitative method was employed, and surveys were conducted with 223 firms selected through convenience sampling from among the fair participants. In the study, entrepreneurial marketing capability was measured using the dimensions of growth orientation, opportunity orientation, customer orientation, value creation through networks, informal market intelligence, and market proximity. Export marketing capability was measured through pricing, product development, distribution, and communication dimensions. The findings revealed that both entrepreneurial marketing and export marketing capabilities have a positive and significant impact on export performance. However, among the entrepreneurial marketing dimensions, growth orientation, opportunity orientation, and customer orientation were not found to have a significant effect on export performance. In contrast, value creation through networks, informal market intelligence, and market proximity were found to positively and significantly affect export performance. Regarding export marketing capabilities, product development and distribution had a positive impact, while the effects of pricing and communication capabilities were not found to be significant. Additionally, partial significant differences were observed in entrepreneurial marketing, export marketing capabilities, and export performance based on the descriptive characteristics of the businesses. These findings highlight the importance of focusing on areas such as value creation through networks, market proximity, and product development to enhance export success in the marble sector. In conclusion, the results of the study support the critical role of entrepreneurial and export marketing capabilities in firms' international success as identified in the literature and provide strategic recommendations specific to the marble industry. The research sheds light on the development of marketing strategies for firms operating in one of Turkey's key export sectors.