The Effect of Managers' Knowledge on International Marketing Agility with a Focus on Risk Management Mechanism in Conditions of Uncertainty
Keywords:
Managers’ knowledge, international marketing agility, risk management, IT startupsAbstract
The purpose of this study is to explain the effect of managers' knowledge on international marketing agility with an emphasis on the mediating role of risk management mechanism in conditions of environmental uncertainty. The present study is applied in terms of its purpose and descriptive-survey in terms of its nature and method. The statistical population of the study includes senior managers of IT startups located in Pardis Technology Park with a history of international activity, from which a sample of 85 people was selected using the convenience method based on the Cochran formula. Data were collected using a standard questionnaire and its validity and reliability were confirmed through confirmatory factor analysis and Cronbach's alpha. Structural equation modeling (SEM) approach was used to analyze the data and fit the conceptual model using SmartPLS 3 software.The research findings showed that managers’ knowledge has a significant impact on startups’ international marketing agility, both directly and through risk management mechanisms. Also, risk management, as the strongest driver, plays an effective mediating role in transforming managerial knowledge into agile responses in uncertain conditions. Finally, while explaining the limitations of the research (including sanctions and access to financial data), suggestions were made to strengthen market intelligence and establish agile risk management frameworks to develop startups’ performance.
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Copyright (c) 2024 Mobina Damavandi Nejad (Author); Hamid Alizadeh; Negar Ghafourizadeh (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
