Presenting International Marketing Managers Competency Model

Nowadays, training competent managers is one of the most important topics in the field of management studies. Many of industrial and academic experts believe that competent managers are the main reasons for a country organizations success in both intra and international areas. Present study aims to find international managers competencies by means of grounded theory. Applying theoretical method of sampling, 10 of the most famous and successful Iranian organizations, working in international markets have been chosen as the sample of study. Findings contain 99 concepts through open coding, 18 categories through axial coding and 6 main concepts through selective coding. According to the results, the main phenomenon of this research is the process of extracting of international marketing managers competencies considering the causal factors (mathematical intelligence, cultural intelligence and personality traits), contextual factors (performance of Iranian consultants, performance of chambers of commerce and confounding factors (economic, political, and cultural conditions) through strategies such as work and life experience in the destination country, extensive and systematic market, customers and consumers research, and the formation of a broader network of relationships, which would finally lead to promotion of national brand status, rising of Iranian brand awareness, and increasing of national brand value.


  1. [1] Morgan, N. A., Feng, H., Whitler, K. A., (2018), "Marketing Capabilities in International Marketing", Journal of International Marketing: March 2018, Vol. 26, No. 1, pp. 61-95. [2] Naghibi, H., Farsijani, H., Kasaei, M. & Zandieh, M., (2016),"Explanation of effective components in the structure of world class manufacturing in the automotive industry", Journal of Modern Researches in Decision, Vol.1, No.4, pp.168-169. [3] Sanghi, S., (2016), "The Handbook of Competency Mapping; Understanding, Designing and Implementing Competency Models in Organizations", Sage, India, pp.80-85. [4] Stevens, G. W., (2013),"A Critical Review of the Science and Practice of Competency Modeling", Human Resource Development Review, Vol.12, No.1, pp.86–107. [5] Skorková, Z., (2016), "Competency Models in Public Sector, Procedia - Social and Behavioral Sciences", Volume 230, pp. 226-234, ISSN 1877-0428. [6] Babaie Zakliki, M.A., (2018), "International Marketing", Agah, Tehran, Iran, pp.20-22. [7] Stavroula, S., Katsikeas, C. S., Skarmeas, D. & Morgan, N. A., Strategic Goal Accomplishment in Export Ventures: The Role of Capabilities, Knowledge, and Environment, Journal of the Academy of Marketing Science, (2017), 1-21. [8] Cateora, P. R. , Graham, J., Gilly, M. C.& Money, B., (2019), "International Marketing" , McGraw-Hill Higher Education, pp. 117-130. [9] Dinnie, K., (2015), "Nation branding: Concepts, issues, practice", Rutledge, pp.180-184. [10] Singh, R. & Sehrawat, P. (2019), "Integrative Global Branding, Competitive Approach for Economic Growth and Positioning of Products" SSRN: or [11] Khodadad Hoseini, S. H., (2015), "Designing Market Performance Model based on Marketing Dynamic Capabilities by means of Agile Performance Approach", Journal of management Research in Iran,Vol.19, No.3, pp.97-98. [12] Spyropoulou, Stavroula, Constantine S. Katsikeas, Dionysis Skarmeas, and Neil A. Morgan (2017), "Strategic Goal Accomplishment in Export Ventures: The Role of Capabilities, Knowledge, and Environment," Journal of the Academy of Marketing Science, pp.1-21. [13] Evers, Natasha, Svante Andersson, and Martin Hannibal (2012), "Stakeholders and Marketing Capabilities in International New Ventures: Evidence from Ireland, Sweden and Denmark," Journal of International Marketing, Vol.20, No.4, pp.46-71. [14] Mu, Jifeng (2015), "Marketing Capability, Organizational Adaptation and New Product Development Performance," Industrial Marketing Management, Vol.49, No.1, pp.151-166. [15] Wu, Jie (2013), "Marketing Capabilities, Institutional Development, and the Performance of Emerging Market Firms: A Multinational Study," International Journal of Research in Marketing, Vol.30, No.1, pp.36-45. [16] Bortoluzzi, Guido, Maria Chiarvesio, Eleonora Di Maria, and Raffaella Tabacco (2014), "Exporters Moving Toward Emerging Markets: A Resource-Based Approach," International Marketing Review, Vol.31, No.5, pp.506-525. [17] Kaleka, Anna and Neil A. Morgan (2017), "How Marketing Capabilities and Current Performance Drive Strategic Intentions in International Markets," Industrial Marketing Management, pp.1-14. [18] Eisend, Martin, Heiner Evanschitzky, and Roger J. Calantone (2016), "The Relative Advantage of Marketing over Technological Capabilities in Influencing New Product Performance: The Moderating Role of Country Institutions," Journal of International Marketing, Vol.24, No1, pp.41-56. [19] Pham, Thi Song Hanh, Lien Le Monkhouse, and Bradley R. Barnes (2017), "The Influence of Relational Capability and Marketing Capabilities on the Export Performance of Emerging Market Firms." International Marketing Review, Vol. 34, No.5, pp. 606-28. [20] Goerzen, Anthony, Christian Geisler Asmussen, and Bo Bernhard Nielsen (2013), "Global Cities and Multinational Enterprise Location Strategy," Journal of International Business Studies, vol.44, No.5, pp.427-50. [21] Chen, Xiaoyun, Alex Xin Chen, and Kevin Zheng Zhou (2014) "Strategic Orientation, Foreign Parent Control, and Differentiation Capability Building of International Joint Ventures in An Emerging Market," Journal of International Marketing, Vol. 22, No.3, pp. 30-49. [22] Azar, A., (1992), "Application of Inferential Statistics in Behavioral Science and its Traps", Journal of Management Knowledge, Vol.17, No.3. [23] Ferasatkhah, M., (2018)," Qualitative Research Method (Highlighting Grounded Theory)", Agah, Tehran, Iran, pp. 99-103 [24] Bazargan, A., (2019), "Research Methods in Behavioral Science", Agah, Tehran, Iran, pp.50-55. [25] Corbin, J. M. & Strauss, A. L., (2015), "Basics of qualitative research: Techniques and procedures for developing grounded theory", Sage Publications. [26] Charmaz, K., (2013), "Constructing Grounded Theory", Sage Publication, pp. 42-63. [27] Creswell, J. W. & Creswell, J. D., (2018), " Research Design: Quantitative and Mixed Methods Approaches", SAGE Publications, pp. 225-233. [28] Kordenaiej, A., (2015), "The Theory and Practice of Change Management", Mehrban, pp.191-193. [29] Danaeefard, H., (2019), "Competency-Capacity-Performance Model: Analyzing Positive and Negative consequences of "over-reliance on experience" in Choosing Managers", Journal of management Research in Iran", Vol. 22, No. 4, pp. 152-175. [30] Toghyani, A., Rajabzadeh, A. and Anvari Rostamy, A., (2017), "Designing of Decision Making Model in Uncertainty Conditions", Journal of Modern Researches in Decision, Vol.1, No.1, pp.189-190.