Designing and explaining the executive model in order to strengthen non-oil exports in Gilan province by mixed methods

Aim and Introduction: One of the most important prerequisites for economic development and increasing income is export performance. The main purpose of this research was to investigate the factors affecting the non-oil export performance of manufacturing companies in Guilan province. One of the most important prerequisites for economic development and increasing income in countries is export, which is considered an important source for the overall development of countries' economies. On the one hand, such a model has led to an increase in domestic income, and on the other hand, it will create a favorable environment for the growth of private and small businesses. In developing countries that export oil, including Iran, oil has always been the axis of economic development and foreign exchange earnings. Therefore, today, the growth of non-oil exports and the increase of the country's share in world trade and international markets in order to reduce the heavy dependence of the economy on oil revenues is considered one of the important economic goals. From this point of view, this research has investigated the drivers of non-oil export development of manufacturing companies in Gilan province and intends to answer this important question, what are the most important drivers of non-oil export development of manufacturing companies in Gilan province?
Methodology: The method of this research was a mixed research. The statistical population in the qualitative part includes university professors in the field of international trade, managers of executive bodies and successful and professional managers in the field of non-oil exports, and in the quantitative part, managers of all companies that export non-oil products in Gilan province. Using the purposeful sampling method, 17 experts in the quality department and 311 senior managers who had effective responsibility in the manufacturing companies of Gilan province were selected by random sampling. The research questionnaires included entrepreneurship, market orientation, organizational learning, organizational innovation, competitive advantage and export performance. Using the structural equation model, the research hypotheses were examined. The research tools were: export performance, entrepreneurial orientation, market orientation, organizational learning, organizational innovation and competitive advantage.
Findings: The results showed entrepreneurial orientation (Beta coefficient: 0.288), market orientation (Beta coefficient: 0.181), organizational learning (Beta coefficient: 0.125), organizational innovation (Beta coefficient: 0.232) and competitive advantage (Beta coefficient: 0.234) have a significant effect on the export performance of Guilan companies. Also, entrepreneurial orientation (Beta coefficient: 0.262), market orientation (Beta coefficient: 0.146), organizational learning (Beta coefficient: 0.137) and organizational innovation (Beta coefficient: 0.36) have a significant effect on Guilan companies have a competitive advantage. In the other dimension, entrepreneurial orientation (Beta coefficient: 0.387), market orientation (Beta coefficient: 0.275) and organizational learning (Beta coefficient: 0.203) have a significant effect on the organizational innovation of Guilan companies. Finally, entrepreneurial orientation (Beta coefficient: 0.171) and market orientation (Beta coefficient: 0.198) have a significant effect on the organizational learning of Guilan companies.
Discussion and Conclusion: The results of this research showed that entrepreneurial orientation, market orientation, organizational learning and organizational innovation have direct and indirect effects on export performance. Having an entrepreneurial orientation has enabled manufacturing companies to obtain valuable information from the market in the field of non-oil products as well as the market gap in this field, and the organization can better identify market opportunities. The result of such an attitude is organizational learning, higher innovation and successful export performance. Also, the adoption of a market-oriented approach will cause the manufacturing companies of Guilan province to adopt the best response to environmental changes, changes in customers' tastes, as well as unforeseen events, and this preparation and complete study of market trends will create the basis for better performance and gaining a competitive position. did Of course, organizational learning, while acquiring extra-organizational and exploratory knowledge and analyzing this knowledge in order to solve the company's problems (exploitative learning), facilitates the opportunity to create a competitive advantage and, subsequently, continuous export performance. Also, innovation by focusing on areas such as the development of innovative products in accordance with market needs, technological processes for the production of innovative products, designing new marketing strategies, as well as adapting to unexpected opportunities, facilitates the creation of a competitive advantage and subsequent higher export performance. Finally, competitive advantage, in turn, is directly related to the availability of resources and core competencies and cost leadership and distinctive strategic strategies. From this point of view, when manufacturing companies are successful in the field of differentiation strategies and cost leadership, on the one hand, they inject products and services that are special and different from their competitors to the target market, and on the other hand, by reducing the costs of producing products, they offer highly competitive prices that The result is a favorable export performance.