The Impact of International Marketing Mix Policies on the Export Decision The Mediating Role of Standardization and Adaptation

Abstract

This study aimed to examine the effect of international marketing mix policies on the export decision, using the standardization and adaptation strategies as a mediating variable, in ceramic and sanitary-ware enterprises in the province of Batna. The study was conducted on a sample of 36 strategic decision-makers in Batna's ceramic enterprises.

The results showed that international marketing mix policies explain 53.9% of the variation in the export decision (R² = 0.539). The sub-hypothesis testing further revealed a statistically significant effect of international distribution policy alone on the export decision (β = 0.399, p = 0.010), whereas product, pricing, and international promotion policies showed no significant direct effect on the export decision among the enterprises studied. Based on these findings, the study recommended that sector stakeholders focus on strengthening the efficiency of supply chains and international distribution channels in order to penetrate foreign markets effectively.