Objective: In today’s era, international trade is recognized as one of the most important strategies for economic development, and export market orientation plays a strategic role in strengthening the presence of organizations in global markets. This study aims to identify and prioritize the factors influencing export market orientation within Iran's electronic appliance industries.
Methodology: The research methodology is mixed-method (qualitative-quantitative). In the qualitative phase, data were collected through in-depth interviews with marketing department staff and coded using MAXQDA software. Subsequently, the identified sub-indicators were prioritized using pairwise comparison questionnaires and the Analytic Hierarchy Process (AHP) method within the EXPERT CHOICE software environment.
Findings: The findings revealed that “value chain creation”, “orientation toward creativity”, and “customer orientation”—which fall under the broader category of “intelligent marketing functions”—are the most influential sub-indicators affecting export market orientation. Other contributing factors include managerial characteristics, information, communication, and company background.
Conclusion: The final results indicate that focusing on intelligent dimensions of market orientation can enhance the export competitiveness of domestic companies in global markets. Therefore, policymakers and decision-makers should consider these factors when formulating export strategies.