Explaining the Vital Role of Intelligent Geomarketing in Export Development

Kazemkhah, Mostafa; Gholipour Soleimani, Ali; Delafrooz, Narges; Taleghani, Mohammad

doi:10.22034/jvcbm.2025.543177.1619

Explaining the Vital Role of Intelligent Geomarketing in Export Development

Document Type : Original Article (Mixed)

Authors

Mostafa Kazemkhah ¹

Ali Gholipour Soleimani ²

Narges Delafrooz ¹

Mohammad Taleghani ³

¹ Department of Business Management, Ra.C., Islamic Azad University, Rasht, Iran.

² Department of Business Management, Ra.C., Islamic Azad University, Rasht, Iran

³ Department of Industrial Management, Ra.C., Islamic Azad University, Rasht, Iran

https://doi.org/10.22034/jvcbm.2025.543177.1619

Abstract

Abstract
The present study aims to explain the vital role of smart geomarketing in export development. This study has a mixed approach (qualitative-quantitative) and an applicable research method. In the qualitative part, the statistical population included government experts, major exporters of kiwi products, and also academic experts in Gilan province (Iran), of whom 15 people were considered as a sample after data saturation. The sampling method was purposive. The data were analysed using the Grounded theory methodology. Then, the research strategy in the quantitative part was conducted as a survey. The statistical population included 316 individuals and legal entities active in kiwi exports, of which 173 people were selected as a sample through the Cochran formula in a limited population using non-probability sampling. The data collection tool was a questionnaire. The results of structural equation modelling using Smart PLS software showed that management capabilities, government support policies, export development marketing, environmental factors, and kiwi cultivation characteristics have a significant effect on smart geomarketing. Smart geomarketing has a significant effect on the development of marketing capabilities, training and persuasion of officials for export development, and the development of spatial data infrastructure. The development of marketing capabilities, the development of spatial data infrastructure, and the training and persuasion of officials for export development have a significant effect on increasing share in global markets, increasing global reputation, developing brands in foreign markets, and increasing foreign exchange. Of course, training and persuasion of officials do not have a significant effect on increasing global reputation.
Introduction
Marketing plays a key role in export development. With the help of marketing, companies can identify their target market, understand the needs of foreign customers, and market their products or services in a way that is well-received in the target markets (Chishty & Sayari, 2024). Among them, agricultural products, especially horticultural products and fruits, are of great importance (Publication, 2024). Iran has many agricultural products, of which kiwi is an important export product mainly grown in the northern regions of the country, especially in Gilan province, but the cities of Rudsar, Talesh, and Astara are the production hubs of this product. However, despite high production, Iran's share in the global kiwi fruit markets is very low and less than 0.7 (Khalqi Eshkalek et al., 2021). In this regard, some studies have shown that the export sector of this product has not been able to develop well due to the lack of awareness of exporters about the locational indicators of consumers, including purchasing patterns, geographical location of purchases, service area and region, addresses and delivery locations, consumption levels, expectations, attitudes, etc.
Today, with the growth and development of the market, the importance of locational indicators has increased (Oliveira & Spinola, 2020). Geomarketing allows marketers to better understand the needs and preferences of customers by focusing on specific regions and markets. By analysing geographic information, marketers can identify the best places to locate branches or stores, and as a result, access to customers will be easier and more effective (Alaoui & Abdelali Fateh, 2024). One of these intelligent methods is called Spatial Data Infrastructure (SDI), whose advantage over the previous method is that data is generated and collected only once, as a result of which parallelism is eliminated from the spatial data generation process. Additional costs are not spent on reproducing existing data (Bansal & Singh, 2024). Therefore, the exporting company must acquire the necessary and complete knowledge of the international marketing environment in order to increase its chances of success (Fathi Bajestani et al., 2025). This knowledge increases the company's ability to market and sell products and services effectively and efficiently according to the location of consumers. In fact, this type of knowledge includes familiarity with customer needs and local market characteristics, familiarity with business conditions, and the knowledge and skills required to promote offerings in export markets (Bartoli et al., 2021). Several studies have been conducted in this field. Of course, few studies were found that examined smart geomarketing in the export of kiwi products. Because most recent studies had conducted location marketing and geomarketing to examine the weekly market (Nath et al., 2024), hotels (Gu et al., 2024), and food products (Bartoli et al., 2021). Therefore, given this research gap and considering that currently, due to the high performance of the kiwi product and the acceptance of the gardeners of Gilan province, there are good capabilities in the field of exporting this product; but if the necessary measures are not taken to realize and develop the export of this product with respect to location marketing, the possibility of losing this golden opportunity is tangible. Therefore, it must be accepted that due to the need to develop the export of non-oil products and, in particular, the export of kiwi produced in Gilan province, which global markets have welcomed, and also due to the lack of comprehensive research related to the location marketing of this product, the present study was conducted with the aim of explaining the vital role of smart geomarketing in the development of exports.
Research Methodology
This study has a mixed approach and applicable research method. The statistical population included government experts, major exporters of kiwi products, and also academic experts in Gilan province, 15 of whom were considered as a sample after theoretical saturation. The sampling method was purposive. In total, about 450 minutes of interviews were conducted over a period of more than 3 months through coordination with them. The average interview with each person was about 30 minutes. The data were analysed manually using the data-driven method and three-stage coding (open, axial, and selective). Then, the research strategy in the quantitative part was conducted as a survey. The statistical population included 316 individuals and legal entities active in kiwi exports, of whom 173 were selected as a sample through the Cochran formula in a limited population using a non-probability sampling method. The data collection tool was a questionnaire. The data were tested through structural equation modelling using Smart PLS software.
Research findings
In the qualitative part, the results showed that the central phenomenon is geomarketing. Causal factors include management capabilities, government support policies, and export development marketing. Contextual factors include environmental factors and kiwi cultivation characteristics. Strategic conditions include developing marketing capabilities, training and persuading officials to develop exports, and developing SDI infrastructure. Intervening conditions include government weakness. Outcomes include increasing share in global markets, increasing global reputation, developing brands in foreign markets, and increasing foreign exchange. In the quantitative part, it showed that management capabilities, government support policies, export development marketing, environmental factors, and kiwi cultivation characteristics have a significant effect on smart geomarketing, and smart geomarketing has a significant effect on developing marketing capabilities, training and persuading officials to develop exports, and developing spatial data infrastructure. Developing marketing capabilities, developing spatial data infrastructures, and training and encouraging officials to develop exports have a significant impact on increasing share in global markets, increasing global reputation, developing brands in foreign markets, and increasing foreign exchange. Of course, training and encouraging officials do not have a significant impact on increasing global reputation. The weakness of the government only interferes with some relationships.
Conclusion
The present study was conducted with the aim of explaining the vital role of smart geomarketing in export development. The results of this study are in line with the results of Turan and Abdiu (2024); Wanzala, Marwa, and Luanga (2024); Zhou et al. (2024); Zahir and Lu (2024); Kho, Nagya and Nam (2023); Ipek, Biçakçıoğlu-Pınarçı and Kobra Hizarci (2023); Tayen-Höke et al. (2022); Budlage and Ketter (2022); Pük et al. (2022); Zoğur and Qülu (2022); Keskin et al. (2021); and Alegre Vidal et al. (2022).According to the results obtained, the following suggestions are made: It is suggested to optimise production processes. For optimisation, it is recommended to analyse the processes in detail, because by carefully examining all stages of production, it is possible to identify points where waste, time and energy are. It is also better to design and implement lean production systems. Lean production systems, such as the Toyota system, focus on eliminating waste and resource wastage in all stages of production. By implementing these systems, efficiency and productivity can be significantly increased. To deliver goods and services to customers without using marketing intermediaries, it is better to use various distribution channels using up-to-date technologies such as GPS, SDI, big data analysis, machine learning and artificial intelligence, the Internet of Things, augmented reality, virtual reality, etc., to improve interaction with the consumer.To reduce supply chain challenges, it is recommended to carefully review the personality traits model of distributors before concluding a contract.

Keywords

Export Development

Spatial Data

Smart Geo-marketing

Kiwi Exports

Subjects

Business Management

Ahadi Nezhad, R., Mirabi, V. and Hassanpour Ghroghchi, E. (2025). Providing a comprehensive framework for improving the export performance of small and medium Iranian companies. Journal of value creating in Business Management, 5(1), 74-100. https:// doi.org/10.22034/jvcbm.2024.434997.1294. (In Persian)

Alidaei, F., Hashemi Tilehnouei, M., & vazifedoost, H. (2024). The Impact of Sanctions’ Reduction and the Financial Strength of Companies on the Development of Garment Exports, Considering the Mediation Role of Direct and Indirect Exports. Journal of value creating in Business Management. 4(3), 1-26. https://doi.org/10.22034/jvcbm.2023.415508.1181. (In Persian)

Alaoui, A, E, A, E & Fateh, A. (2024). The Geomarketing and the competitiveness of the spaces urban Morocco. Emirati Journal of Business, Economics and Social Studies, 3(1), 66-78. https://doi.org/10.54878/cbze3w73

Aslan, E. (2023). Market Access for Local Geographical Indications and Marketing GI Products: The Metro Example. Industrial Policy, 4(1), 38-49. doi: 10.61192/indpol.1489696

Bansal, M & Singh, R. (2024). Blessing of geography: Impact of geographical indications on agricultural exports in India. IIMB Management Review, 36(4), 353-367. https://doi.org/10.1016/j.iimb.2024.10.003

Bartoli, C, Bonetti, E & Mattiacci, A. (2021). Marketing geographical indication products in the digital age: a holistic perspective. British Food Journal, https://www.emerald.com/insight/0007-070X.htm. doi: 10.1108/BFJ-03-2021-0241

Claude, O & Irena, V. (2024). Export marketing strategy and performance: A focus on SMEs promotion. International Business Review, Elsevier, 33(2), 1-16. https://doi.org/10.1016/j.ibusrev.2023.102229

Chishty, S, K & Sayari, S. (2024). Does market oriented environmental sustainability determine the export performance? A study of leather products manufacturing SMEs in India. Cogent Business & Management, 11, 1-17. https://doi.org/10.1080/23311975.2024.2363427

Chenhui, H, Hassan, M, S, Afshan, S, Hanif, I, Umair, M & Albalawi, O. (2024). Renewable energy, regional tourism, and exports to tackle stagnant growth in developed economies. Heliyon, 10(18), 1-16. doi: 10.1016/j.gr.2023.08.014

Chaldun, E, R, Yudoko, G & Prasetio, E, A. (2024). Developing a Theoretical Framework of Export-Oriented Small Enterprises: A Multiple Case Study in an Emerging Country. Sustainability, MDPI, 16(24), 1-38. https://doi.org/10.3390/su162411132

Fathi Bajestani, T., Hamidizadeh, M. and Gharache, M. (2025). Presenting a model to identify the role of social communication capital and the ability to take advantage of international business opportunities. Journal of value creating in Business Management, 5(2), 464-486. https://doi.org/10.22034/jvcbm.2024.345337.1027 (In Persian)

Fan, J. (2024). A Study of Lord Stow's Bakery Geographic Market Analysis and Marketing Strategies. SHS Web of Conferences 207, 1-8. doi: 10.1051/shsconf/202420701009

Gu, X & Kannan, P, K. (2024). Identifying Competitors in Geographical Markets Using the CSIS Method. Journal of Marketing Research, sthttps://doi.org/10.1177/00222437241302102.

Haisoufi, D & Bouaiti, E. (2023). Application of Geographic Information Systems in the Study of COVID-19 in Morocco. The Open Public Health Journal, 16, 1-16. doi: 10.2174/18749445-v16-e230911-2023-124.

Hoste, J & Verboven, F. (2024). Uncovering the Sources of Geographic Market Segmentation: Evidence from the EU and the US, Kilts Center at Chicago Booth Marketing Data Center Paper, Available at SSRN: https://ssrn.com/abstract=4754883 or http://dx.doi.org/10.2139/ssrn.4754883.

Idowu Kareem, O. (2024). The effects of export-facilitating quality infrastructure on Africa’s exports. Journal of Trade Science, 13(1), 65-84. https://doi.org/10.1108/JTS-04-2024-0024.

Kumari, S & Kakar, D. (2023). Agricultural exports: Systematic literature review on determinants and export-led growth relationship across developing nations. Asian Journal of Social Sciences and Management Studies, 10(9), 65-74. doi: 10.20448/ajssms.v10i2.4705

Khalqi-Ashkalek, A, Ghasem-Nejad, M, Fotohi-Qazvini, R and Sabouri, A. (2021). The study of bud break percentage and aberrant fruit shape incidence in some Hayward kiwifruit vineyard in Guilan Province. Plant Production Research (Agricultural Sciences and Natural Resources), 28(2), 181-167. doi: 10.22069/jopp.2021.18070.2678

Lestari, E, P, Handoyo, R, D, Ibrahim, K, H, Retnaningsih, T, K, Pradind, E, L, Sarmidid, T, Rahmawati, Y, Kusumawardani, D, Haryanto, T & Erlando, A. (2024). Small and medium industry export development strategy. Cogent Business & Management, 11(1), 1-18. doi: 10.1080/23311975.2024.2338882

Publication, G. (2024). Agricultural Exports, Value Addition and Economic Development: The Nigerian Experience, 2015-2023. Global Journal of Research in Agriculture & Life Sciences, 4(5), 19-31. doi: https://gjrpublication.com/gjrals/

Pavol, K, Grzegorz, M, Marta, Z & František, K. (2024). Geomarketing as an important element of a food retailer’s business model: A managerial view. International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, 60(1), 46-58. doi:10.2478/ijme-2024-0005

Nath, T, Bhuyan, M, J, Deka, N & Bhagabati, A, K. (2025). Exploring the geographical dimensions of an urban periodic market in the Brahmaputra Valley of Assam, India: insights into its structure and functioning. Scottish Geographical Journal, 141, 1-16. doi: https://doi.org/10.1080/14702541.2024.2379010

Olvera, B, C & Spinola, D. (2025). Determinants of export diversification in resource-dependent economies: The role of product relatedness and macroeconomic conditions. Structural Change and Economic Dynamics, 74, 578-590. doi: https://doi.org/10.1016/j.strueco.2025.05.019

Temitope Nofiu, T, Akande, R, S, Abdulkareem, H, K & Jimoh, S, O. (2025). Does the relative size of agricultural exports matter for sustainable development? Evidence from Sub-Sahara Africa. World Development Sustainability, 6, 1-7. doi: https://doi.org/10.1016/j.wds.2025.100212

Xuan, D, M & Tan, B, L. (2024). Relationship among government export support, perceived export stimuli, barriers and export performance. Cogent Business & Management, 11(1), 1-17. https://doi.org/10.1080/23311975.2024.2336646

Zhan, J & Zhang, H. (2024). The Effects of the Development Zone Upgrading on the Diversification of Firm’s Product Exports: Evidence from Chinese Exporters. Journal of Development Studies, Taylor & Francis Journals, 60(9), 1435-1456. https://doi.org/10.1080/00220388.2024.2348555

Zahoor, N and Lew, Y, K. (2023). Enhancing international marketing capability and export performance of emerging market SMEs in crises: strategic flexibility and digital technologies. Preprint version, 62, 1-40. https://doi.org/10.1108/IMR-12-2021-0350