EXPLAINING THE VITAL ROLE OF SMART GEOMARKETING IN EXPORT DEVELOPMENT

Abstract

In this study, we aim to highlight the significant role of Smart Geomarketing in export development. This study has a mixed approach (qualitative-quantitative) and an applied research method. In the qualitative part, the statistical population included government experts, major exporters of kiwi products, and also academic experts in Guilan province (Iran), of which 15 people were considered as a sample after data saturation. The sampling method was purposive. The data were analyzed using the data-driven method. Then, the quantitative research strategy was conducted as a survey. The statistical population included 316 individuals and legal entities who were active in kiwi exports, of which 173 people were selected as a sample through the Cochran formula in a limited population using non-probability sampling. The data collection tool was a questionnaire. The Smart PLS-based structural equation modeling analysis showed that management capabilities, government support policies, export development marketing, environmental factors, and kiwi cultivation characteristics have a significant effect on smart Geomarketing, and smart Geomarketing has a substantial impact on the development of marketing capabilities, training and persuasion of officials to develop exports, and the development of spatial data infrastructure. The development of marketing capabilities has a significant effect on increasing share in global markets, increasing global reputation, developing a brand in foreign markets, and increasing foreign exchange. Training and persuasion of officials to develop exports have a significant effect on increasing share in global markets, developing a brand in foreign markets, and increasing foreign exchange. Still, they have no significant impact on increasing global reputation. The development of spatial data infrastructure has a significant effect on increasing share in global markets, increasing global reputation, developing a brand in foreign markets, and increasing foreign exchange. Government weakness, apart from the relationship between the development of marketing capabilities and increasing foreign exchange and the relationship between training and persuasion of officials to develop exports and increasing foreign exchange, interferes with the remaining relationships.