The Effect of Market Orientation and International Experience on Performance with Regard to the Mediating Role of Global Marketing Strategy

Performance of companies with international experience is one of the significant subjects in current situation. The aim of this research is to examine market orientation, international experience, global marketing strategies, and the performance of manufacturing companies in Mashhad, Iran. This research is a practical and descriptive- survey study. In order to collect data, we have used questionnaire. The validity and reliability of questionnaire were confirmed using construct and content validity and Cronbachs alpha respectively. The large and medium size manufacturing companies of Mashhad industrial towns have been chosen for this purpose. Probability random sampling has been used in this research. We have used PLS software in order to analyze the data. The data analysis of 75 related companies show that there was a significant relationship between market orientation and companies performance. Moreover, there was a strong association between international experience and companies performance. Furthermore, the role of global marketing strategies as an intermediate variable in related to market orientation and international experience with companys performance did not confirm.