Abstract
The aim of this study is to fit and validate a model of spanning export marketing capabilities in Iran's cement industry using an exploratory mixed-method approach. The research is applied in purpose and descriptive-survey in nature. In the qualitative phase, the grounded theory method based on Strauss and Corbin's approach was employed. Data were collected through semi-structured interviews with 13 experts in the field of cement export using purposive sampling and were analyzed with MAXQDA 2020 software through three-stage coding (open, axial, and selective). Based on the coding process, 64 open codes, 35 axial categories, and one core category were identified. To ensure the trustworthiness of the qualitative data, the criteria of credibility, confirmability, and transferability were applied. In the quantitative phase, experts, scholars, exporters, specialists, and marketers active in cement exports were selected through purposive sampling, and a sample of 70 individuals was chosen. A researcher-made questionnaire was used in this phase. Face and content validity were confirmed by experts, and construct validity was assessed through AVE, CR, and Cronbach’s alpha. Data analysis using structural equation modeling (SEM) with the partial least squares (PLS) approach indicated a good statistical fit of the conceptual model’s paths. The results identified internal and external causal features, contextual and intervening conditions, export strategies, and consequences such as branding, optimization of production lines, and national economic development. This model can serve as a foundation for developing strategic export programs, export policymaking, international marketing planning, enhancing competitive advantage, and increasing export efficiency in Iran’s cement industry.