A Model of Export Marketing Performance for SMEs: The Role of Fourth-Generation Technology in the Medical Equipment Industry

Document Type : Research Paper

Authors

1 MSc student, Department of Management, Faculty of Economic and Administrative Sciences, University of Qom, Qom, Iran.

2 Prof., Department of Management, Faculty of Economic and Administrative Sciences, University of Qom, Qom, Iran.

3 Assiatant Prof., Department of Management, Faculty of Economic and Administrative Sciences, University of Qom, Qom, Iran.

10.22059/imj.2026.407295.1008274

Abstract

 
Objective: 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).
Methodology: 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.
Results: 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.
Conclusion: 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.

Keywords

References

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Industrial Management Journal
Volume 18, Issue 2
2026
Pages 74-95

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