University of Isfahan New Marketing Research Journal 2228-7744 15 4 2025 12 22 Re-examining the Concept of Destination Market Knowledge Competence for Achieving Competitive Advantage in the Export Marketing of Iranian Dried Fruits Re-examining the Concept of Destination Market Knowledge Competence for Achieving Competitive Advantage in the Export Marketing of Iranian Dried Fruits 125 152 30094 10.22108/nmrj.2025.146459.3234 FA Alireza Alipour Moghadam Ph.D. candidate, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran Ali Kazemi Associate professor, Management Department, Administrative Science and Economic Faculty, University of Isfahan, Isfahan, Iran Azarnoosh Ansari Associate professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran Journal Article 2025 09 02 Many exporters today struggle with insufficient knowledge of their target markets, which leads to suboptimal decision-making and diminished competitiveness in an increasingly globalized economy. This lack of insight—particularly regarding the needs, consumer preferences, and market trends of destination markets—ultimately results in lost export opportunities and hinders sustainable export growth. As such, understanding these dynamics becomes essential for businesses aiming to maintain relevance and success in international trade. The aim of this study was to design and present a comprehensive model centered on target market knowledge competence with the dual goals of achieving marketing excellence and enhancing the competitiveness of Iranian pistachio and dried fruit production and export companies. The core research issue revolved around the insufficient depth of market understanding among Iranian exporters and their inability to effectively leverage this knowledge into a sustainable competitive advantage. This research employed an exploratory-confirmatory mixed-method design (QUAL→QUAN). In the qualitative phase, three focus group sessions with 18 export experts were conducted to facilitate the development of an Interpretive Structural Model (ISM), identifying the causal factors that influenced destination market knowledge competence. Following this, the quantitative phase utilized a 54-item questionnaire distributed via simple random sampling among export managers and officials, yielding 283 valid responses for thorough analysis. Data processing utilized Structural Equation Modeling (SEM) via the Partial Least Squares (PLS) method, confirming both the reliability and validity of the questionnaires used in the study. The findings indicated that market knowledge competence served as a significant mediator, functioning as a crucial link between destination market knowledge and variables related to marketing excellence and competitiveness. The study concluded with a compelling call for increased investment in international marketing networks, market data analysis systems, and human capital development to enhance market knowledge competence. Furthermore, it offered recommendations for future research, emphasizing the need for ongoing exploration in this critical area. Introduction Exporters often face a significant challenge: a lack of in-depth knowledge about their target markets. This knowledge deficit can lead to poor decision-making, weaken competitive positioning, and critically, obstruct sustainable export growth. Such challenges are particularly salient for Iranian companies specializing in the export of pistachios and dried fruits, which frequently struggle to convert market insights into a lasting competitive advantage. This research aimed to address this gap by proposing and validating a model that leveraged destination market knowledge competence as a strategic asset for achieving marketing excellence and enhancing competitiveness. By focusing on understanding and navigating market complexities, exporters can position themselves more effectively on the global stage. Materials & Methods This study employed a two-phase, exploratory-confirmatory mixed-method approach (QUAL→QUAN). The qualitative phase featured three focus group sessions involving 18 export experts, which were instrumental in developing an Interpretive Structural Model (ISM). This model helped identify the causal factors influencing destination market knowledge competence, providing a nuanced understanding of the dynamics at play. Subsequently, the quantitative phase utilized a 54-item questionnaire distributed via non-random convenience sampling to 283 export managers and officials. The collected data were meticulously analyzed using the Partial Least Squares (PLS) method within a Structural Equation Modeling (SEM) framework. This approach effectively tested the proposed relationships and validated the model's reliability and validity, ensuring robust and trustworthy findings. Research Findings The empirical results provided compelling support for the central hypothesis of this research. Target market knowledge competence was identified as a significant and influential mediator between the acquisition of destination market knowledge and attainment of both marketing excellence and competitiveness. This finding underscored that merely possessing market knowledge is insufficient; rather, a company's capacity to effectively apply and leverage that knowledge is the true catalyst for success in a competitive landscape. The insights gleaned from this research highlighted that competence serves as the essential link that transforms raw information into a sustainable competitive advantage. By fostering this competence, companies can unlock new opportunities for growth and differentiation. Discussion of Results & Conclusion This study concluded with a strong recommendation for Iranian dried fruit exporters to strategically invest in destination market knowledge competence in order to establish a robust presence in international markets. The research outlined a clear roadmap, emphasizing the importance of developing strong international marketing networks that facilitate the collection and dissemination of real-time market intelligence. Additionally, implementing advanced market data analysis systems was crucial for navigating the complexities of consumer preferences and market trends. Furthermore, companies that invested in human capital through training and skill development programs would ensure that their employees were well-equipped to effectively utilize market knowledge and insights. By concentrating on these critical areas, companies can not only enhance their marketing excellence, but also build a sustainable and enduring competitive advantage. The proposed model serves as both a practical framework for managers aiming to navigate the challenges of export marketing and a theoretical foundation for future research in the field, signaling the need for continuous exploration and adaptation in this dynamic landscape. Many exporters today struggle with insufficient knowledge of their target markets, which leads to suboptimal decision-making and diminished competitiveness in an increasingly globalized economy. This lack of insight—particularly regarding the needs, consumer preferences, and market trends of destination markets—ultimately results in lost export opportunities and hinders sustainable export growth. As such, understanding these dynamics becomes essential for businesses aiming to maintain relevance and success in international trade. The aim of this study was to design and present a comprehensive model centered on target market knowledge competence with the dual goals of achieving marketing excellence and enhancing the competitiveness of Iranian pistachio and dried fruit production and export companies. The core research issue revolved around the insufficient depth of market understanding among Iranian exporters and their inability to effectively leverage this knowledge into a sustainable competitive advantage. This research employed an exploratory-confirmatory mixed-method design (QUAL→QUAN). In the qualitative phase, three focus group sessions with 18 export experts were conducted to facilitate the development of an Interpretive Structural Model (ISM), identifying the causal factors that influenced destination market knowledge competence. Following this, the quantitative phase utilized a 54-item questionnaire distributed via simple random sampling among export managers and officials, yielding 283 valid responses for thorough analysis. Data processing utilized Structural Equation Modeling (SEM) via the Partial Least Squares (PLS) method, confirming both the reliability and validity of the questionnaires used in the study. The findings indicated that market knowledge competence served as a significant mediator, functioning as a crucial link between destination market knowledge and variables related to marketing excellence and competitiveness. The study concluded with a compelling call for increased investment in international marketing networks, market data analysis systems, and human capital development to enhance market knowledge competence. Furthermore, it offered recommendations for future research, emphasizing the need for ongoing exploration in this critical area. Introduction Exporters often face a significant challenge: a lack of in-depth knowledge about their target markets. This knowledge deficit can lead to poor decision-making, weaken competitive positioning, and critically, obstruct sustainable export growth. Such challenges are particularly salient for Iranian companies specializing in the export of pistachios and dried fruits, which frequently struggle to convert market insights into a lasting competitive advantage. This research aimed to address this gap by proposing and validating a model that leveraged destination market knowledge competence as a strategic asset for achieving marketing excellence and enhancing competitiveness. By focusing on understanding and navigating market complexities, exporters can position themselves more effectively on the global stage. Materials & Methods This study employed a two-phase, exploratory-confirmatory mixed-method approach (QUAL→QUAN). The qualitative phase featured three focus group sessions involving 18 export experts, which were instrumental in developing an Interpretive Structural Model (ISM). This model helped identify the causal factors influencing destination market knowledge competence, providing a nuanced understanding of the dynamics at play. Subsequently, the quantitative phase utilized a 54-item questionnaire distributed via non-random convenience sampling to 283 export managers and officials. The collected data were meticulously analyzed using the Partial Least Squares (PLS) method within a Structural Equation Modeling (SEM) framework. This approach effectively tested the proposed relationships and validated the model's reliability and validity, ensuring robust and trustworthy findings. Research Findings The empirical results provided compelling support for the central hypothesis of this research. Target market knowledge competence was identified as a significant and influential mediator between the acquisition of destination market knowledge and attainment of both marketing excellence and competitiveness. This finding underscored that merely possessing market knowledge is insufficient; rather, a company's capacity to effectively apply and leverage that knowledge is the true catalyst for success in a competitive landscape. The insights gleaned from this research highlighted that competence serves as the essential link that transforms raw information into a sustainable competitive advantage. By fostering this competence, companies can unlock new opportunities for growth and differentiation. Discussion of Results & Conclusion This study concluded with a strong recommendation for Iranian dried fruit exporters to strategically invest in destination market knowledge competence in order to establish a robust presence in international markets. The research outlined a clear roadmap, emphasizing the importance of developing strong international marketing networks that facilitate the collection and dissemination of real-time market intelligence. Additionally, implementing advanced market data analysis systems was crucial for navigating the complexities of consumer preferences and market trends. Furthermore, companies that invested in human capital through training and skill development programs would ensure that their employees were well-equipped to effectively utilize market knowledge and insights. By concentrating on these critical areas, companies can not only enhance their marketing excellence, but also build a sustainable and enduring competitive advantage. The proposed model serves as both a practical framework for managers aiming to navigate the challenges of export marketing and a theoretical foundation for future research in the field, signaling the need for continuous exploration and adaptation in this dynamic landscape.

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