Strategic orientations and digital marketing tactics in the international business performance of developed and emerging companies

EXTENDED ABSTRACT
 
Introduction
In today's fast-paced and hyper-competitive business environment, characterized by unprecedented technological advancements and widespread accessibility to the internet, companies are confronted with a paramount challenge that transcends mere survival. The crux of the matter lies in formulating strategies that not only ensure survival but also drive sustainable growth. Nowhere is this imperative more evident than in the realm of digital marketing, where the omnipresence of the digital landscape and its perpetual evolution necessitate businesses to adopt strategies that are agile, responsive, and visionary. Amidst these transformative shifts, the concept of "strategic orientations" emerges as a linchpin that not only shapes internal processes but also molds behaviors and steers the trajectory of organizations toward a successful and adaptive future.
 
Methodology
This study embarks on an exploration of the profound impact wielded by different strategic orientations on the international business performance of companies harnessing the power of digital marketing tactics. The focal point of the study is a meticulous examination of 122 export-driven companies situated within the Khorasan-Razavi province. To ensure the robustness and comprehensiveness of data collection, a meticulously structured stratified random sampling methodology was meticulously deployed. The cornerstone of the data collection process was the construction of a meticulously designed questionnaire. Drawing inspiration from esteemed works in the field including Goldman et al. (2021), Duta et al. (2015), Keskin (2016), Blocker et al. (2011), and Kendogan et al. (1999), this questionnaire was expertly crafted to encapsulate the intricate dimensions that are intrinsic to strategic orientations. Ensuring the reliability and resilience of the questionnaire was of paramount significance, and this objective was met through rigorous scrutiny by experts, validation procedures, and the application of the Cronbach's alpha analysis to gauge internal consistency. The analytical foundation of this research is grounded in the adept utilization of two advanced statistical techniques: Structural Equation Modeling (SEM) and Partial Least Squares (PLS). These sophisticated methods were harnessed to meticulously unravel the multifaceted relationships between variables, and with meticulous precision, to rigorously evaluate the fit of the proposed model. By doing so, these analytical tools offer insights into the intricate interplay between strategic orientations and international business performance in the context of digital marketing.
 
 Result and discussion
The findings of this study illuminate a compelling revelation that resonates at the heart of the contemporary business landscape. It becomes evident that all dimensions of strategic orientations, with the exception of learning orientation, exert a direct and potent influence on the international business performance of company’s adept at harnessing the capabilities of digital marketing tactics. The dimensions of strategic orientation, namely growth orientation, customer orientation, foreign market orientation, and international entrepreneurial orientation, collectively converge to shape a comprehensive framework that significantly contributes to a company's international business success. Moreover, this study unravels an intriguing facet that adds depth to the narrative. The discernment emerges that the impact of strategic orientations is more pronounced within developed companies as compared to their emerging counterparts. This nuanced differentiation underscores the pivotal roles played by factors such as organizational maturity, resource availability, and market experience in leveraging strategic orientations to amplify international business performance. This dynamic interplay between strategic orientations and company development stage further underscores the intricate nature of the relationship. Through the adept application of SEM and PLS techniques, the analysis serves to illuminate the profound influence that strategic orientations exert on the international business performance of companies. Growth orientation, as a strategic compass, paves the path for international expansion through adept international marketing tactics. Customer orientation places paramount importance on exceptional service and engagement with foreign customers, thus fostering stronger global relationships. Foreign market orientation underscores the significance of acquiring contextual understanding, thus enabling the seamless implementation of tailored marketing strategies in new markets. International entrepreneurial orientation, with its dimensions of innovation, efficiency, and risk-taking, optimizes the deployment of digital marketing tactics for international success. While learning orientation may not exert a direct influence, it indirectly empowers companies to stay adaptable and responsive in the face of dynamic environmental changes, effectively contributing to the execution of up-to-date marketing tactics.
 
Conclusion
The results show that except for the dimension of learning orientation, which is indirectly effective on international performance, all the different dimensions of strategic orientations are directly effective on the international performance of companies using digital marketing tactics. On the other hand, different dimensions of strategic orientations are mutually effective and complementary. Also, the findings of this research show that strategic orientations are more effective in developed companies than in emerging companies. In summation, the findings of this research accentuate the symbiotic interrelationship between strategic orientations and the dynamic realm of digital marketing tactics in shaping the international business performance of companies. This study underscores the profound significance of strategic orientations as a driving force behind the international business performance of companies. The strategic orientations, when harmoniously aligned with effective and innovative digital marketing tactics, illuminate the path towards enhanced competitiveness and resounding success on the global stage. In the rapidly evolving landscape of the digital age, where businesses are continuously pushed to innovate and adapt, the strategic choices a company makes become the compass guiding its journey towards international success. The insights derived from this research illuminate this path, offering invaluable guidance for companies navigating the intricate intersection of strategic orientations and digital marketing strategies.