Univrsity of Tehran Press Industrial Management Journal 3115-7386 18 2 2026 02 01 A Model of Export Marketing Performance for SMEs: The Role of Fourth-Generation Technology in the Medical Equipment Industry 74 95 106268 10.22059/imj.2026.407295.1008274 EN Zahra Mohammadi MSc student, Department of Management, Faculty of Economic and Administrative Sciences, University of Qom, Qom, Iran. Mohammad Hasan Maleki Prof., Department of Management, Faculty of Economic and Administrative Sciences, University of Qom, Qom, Iran. Seddigheh Khorshid Assiatant Prof., Department of Management, Faculty of Economic and Administrative Sciences, University of Qom, Qom, Iran. Journal Article 2025 12 05  <br /><strong>Objective</strong>: This study aims to develop a comprehensive model to identify the key Industry 4.0–driven drivers influencing export marketing performance in Iranian medical equipment small and medium-sized enterprises (SMEs).<br /><strong>Methodology:</strong> This research is quantitative and application-oriented, employing a two-phase methodological approach. First, 30 potential drivers were identified through a systematic literature review and expert consultations with ten specialists in export marketing and Industry 4.0 technologies. These drivers were screened using the Fuzzy Delphi method, yielding 11 drivers with defuzzified values above the 0.7 threshold. In the second phase, a cross-impact analysis was conducted using the MicMac software to examine the structural relationships, influences, and dependencies among the selected drivers.<br /><strong>Results</strong>: The results indicate that four drivers—AI-based export data analytics, ML-based optimization of export marketing decisions, AI-enabled customer behavior analysis, and IoT-enabled export quality and standards control—are the most influential determinants of export marketing performance. AI-based analytics and ML-driven decision optimization are bidirectional and risk-prone, forming the strategic nucleus of the system. AI-enabled customer behavior analysis and IoT-based quality control are key influential variables, underscoring the importance of market intelligence, quality assurance, and traceability.<br /><strong>Conclusion</strong>: The study demonstrates that the synergistic adoption of Industry 4.0 technologies can address structural weaknesses in export marketing, including limited market intelligence, weak forecasting, and low supply chain transparency. The proposed model offers a practical framework for policymakers and firms to prioritize digital investments and achieve sustainable export growth in emerging markets. https://imj.ut.ac.ir/article_106268_bc124ae7eefcfdd05f6c9809858c93cd.pdf