Document Type : Original Article


1 Department of Geography, Faculty of Earth Sciences, Shahid Beheshti University, Tehran, Iran

2 Department of Public Administration, School of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

3 Department of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran.



Purpose: The purpose of this study was to investigate the impact of technology orientation on the export performance with emphasis on the mediating role of innovation strategies (exploratory and exploitative) and moderating role of corporate social responsibility.
Methodology: This research is a descriptive correlation study and is one of the structural equation modeling in terms of implementation and data collection method. The statistical population of the study consisted of all manufacturers and exporters of detergent and sanitary products in Iran. According to convenience sampling method, 394 people were considered as statistical sample. For data collecting, a questionnaire with closed questions that containing 22 items was used. Validity of questionnaire was verified by confirmatory factor analysis and its reliability was confirmed by Cronbach's alpha coefficient. For data analyzing, Structural equation modeling and AMOS software were used.
Findings: The results of study show that technology orientation, through the mediating role of exploration innovation strategies affect on the manufacturers and exporters of detergent and sanitary products export performance. There is a direct relationship between technology orientation and exploration and exploitation innovation strategies. According to the results, we found that social responsibility has a positive moderating effect on the relationship between the technological orientation of the types of innovation (extraction and exploration). That is, at its higher levels, the intensity of the relationship between technological orientation and different types of innovation is stronger and vice versa.
Originality/Value: The technology orientation, through the exploration and exploitation innovation strategies contribute to success of export performance. Accordingly, for success of on the export performance, manufacturers and exporters of detergent and sanitary products can emphasize two strategies of innovation while strengthening the technology orientation strategy.


Babaei, N. (2016). Disclosure of corporate social responsibility and corporate governance (Master Thesis, Al-Zahra University of Tehran).
Bashildeh, K. (2018). Research methods and statistical analysis of research examples with SPSS and AMOS. Chamran martyr of Ahwaz University. (In Persian).
Bhandari, A., & Javakhadze, D. (2017). Corporate social responsibility and capital allocation efficiency. Journal of corporate finance43, 354-377.
Boehe, D. M., & Cruz, L. B. (2010). Corporate social responsibility, product differentiation strategy and export performance. Journal of business ethics91(2), 325-346.
Borins, S. (2001). Innovation, success and failure in public management research: some methodological reflections. Public management review3(1), 3-17.
Bulgurcu, B. K. (2012). Application of TOPSIS technique for financial performance evaluation of technology firms in Istanbul stock exchange market. Procedia-social and behavioral sciences62, 1033-1040.
Cadogan, J. W., Diamantopoulos, A., & Siguaw, J. A. (2002). Export market-oriented activities: their antecedents and performance consequences. Journal of international business studies33(3), 615-626.
Cassiman, B., & Golovko, E. (2011). Innovation and internationalization through exports. Journal of international business studies42(1), 56-75.
Cho, H. J., & Pucik, V. (2005). Relationship between innovativeness, quality, growth, profitability, and market value. Strategic management journal26(6), 555-575.
Costa, C., Lages, L. F., & Hortinha, P. (2015). The bright and dark side of CSR in export markets: its impact on innovation and performance. International business review24(5), 749-757.
Dekoulou, P., & Trivellas, P. (2017). Organizational structure, innovation performance and customer relationship value in the Greek advertising and media industry. Journal of business & industrial marketing, 32(3), 385-397.
Dey, A. (2008). Corporate governance and agency conflicts. Journal of accounting research46(5), 1143-1181.
Driessen, P. H., & Hillebrand, B. (2013). Integrating multiple stakeholder issues in new product development: an exploration. Journal of product innovation management30(2), 364-379.
Fei, Z. Y., Namazi, M., & Isa, C. R. (2017). Investigating the empirical effect of ABC stages on the performance of companies. Iranian journal of management studies10(1), 175-205.
Fernández‐Kranz, D., & Santaló, J. (2010). When necessity becomes a virtue: the effect of product market competition on corporate social responsibility. Journal of economics & management strategy19(2), 453-487.
Filipescu, D. A., Prashantham, S., Rialp, A., & Rialp, J. (2013). Technological innovation and exports: unpacking their reciprocal causality. Journal of international marketing21(1), 23-38.
Flammer, C. (2015). Does product market competition foster corporate social responsibility? evidence from trade liberalization. Strategic management journal36(10), 1469-1485.
Galant, A., & Cadez, S. (2017). Corporate social responsibility and financial performance relationship: a review of measurement approaches. Economic research-Ekonomska istraživanja30(1), 676-693.
Ghasemi, A. R., & Alvani, S. M. (1998). Management and social responsibilities of the organization. Presidential Public Management Training Center. (In Persian).
González-Rodríguez, M. R., Jiménez-Caballero, J. L., Martín-Samper, R. C., Köseoglu, M. A., & Okumus, F. (2018). Revisiting the link between business strategy and performance: evidence from hotels. International journal of hospitality management72, 21-31.
Haji Alizadeh, S., Khaje Hasani, M., & Amiri, A. (2020). Investigating the relationship between stakeholder theory, corporate social responsibility and financial performance. Journal of new research approaches in management and accounting, 4(50), 92-102. (In Persian).
Hillestad, T., Xie, C., & Haugland, S. A. (2010). Innovative corporate social responsibility: the founder's role in creating a trustworthy corporate brand through “green innovation”. Journal of product & brand management, 19(6), 440-451.
Hymer, S. H. (1976). The international operations of national firms: a study of direct foreign investment. The MIT Press.
Jensen, M., & Meckling, W. (1976). Theory of the firm: Managerial behavior, agency costs, and capital structure. Journal of financial economics, 3(4), 305–360.
Johnson, B. R., Connolly, E., & Carter, T. S. (2011). Corporate social responsibility: the role of fortune 100 companies in domestic and international natural disasters. Corporate social responsibility and environmental management18(6), 352-369.
Kahyari Haghighat, A., Feiz, D., Azar, A., Zarei, A., & Dehdashti Shahrokh, Z. (2018). Prevent the decline of brand performance by emphasizing the role of social responsibility. Scientific journal of business strategies, 25(11), 134-145. (In Persian).
Kermanshah, A., Mahlouji, H., Vafaei, A., & Hendijani, R. (2008). The impact of social responsibility on business innovation. Sixth international management conference, Tehran. (In Persian).
Matanda, M. J., & Freeman, S. (2009). Effect of perceived environmental uncertainty on exporter–importer inter-organisational relationships and export performance improvement. International business review18(1), 89-107.
McWilliams, A., & Siegel, D. (2000). Corporate social responsibility and financial performance: correlation or misspecification?. Strategic management journal21(5), 603-609.
Mousavai, S. (2013). Investigating the relationship between export market orientation and innovation and performance of export companies in Khuzestan province (Master Thesis, Chamran martyr of Ahwaz University). (In Persian). Retrieved from
Namazi, M. (1985). Theoretical developments of principal-agent employment contract in accounting: the state of the art. Journal of accounting literature4(99), 113-163.
Namazi, M., & Moghimi, F. (2018). Effects of innovations and moderating role of corporate social responsibility on the financial performance of the firms listed on the Tehran Stock Exchange in different industries. Accounting and auditing review, 25(2), 289-310. (In Persian). DOI: 10.22059/acctgrev.2018.255023.1007870
Namazi, M., & Namazi, N. R. (2017). An empirical investigation of the effects of moderating and mediating variables in business research: insights from an auditing report. Contemporary economics11(4), 459-471.
Newman, A., Prajogo, D., & Atherton, A. (2016). The influence of market orientation on innovation strategies. Journal of service theory and practice, 26(1), 72-90.
Nowrozi, N., Masum, M. (2018). Designing the model of effective factors on export performance of sport equipment manufacturing. Sport management studies, 10(51), 141-164. (In Persian). DOI: 10.22089/smrj.2018.5612.2117
Oeyono, J., Samy, M., & Bampton, R. (2011). An examination of corporate social responsibility and financial performance: a study of the top 50 Indonesian listed corporations. Journal of global responsibility, 2(1), 100-112.
Porter, M. E., & Kramer, M. R. (2006). Strategy and society: the link between corporate social responsibility and competitive advantage. Harvard business review84(12), 78-92.
Rahimnia, F., Khorakian, A., & Ghaderi, F. (2019). Investigating the effects of innovation strategies on export business performance with the moderating role of competition intensity. Journal of international business administration, 1(3), 1-22. (In Persian). DOI: 10.22034/jiba.2019.7587
Rahman Seresht, H., & Hashemi, S. K. (2020). Factors affecting innovation management in Iranian construction companies. Scientific journal of business strategies, 10(2), 73-86. (In Persian).
Ramanathan, R., Ramanathan, U., & Bentley, Y. (2018). The debate on flexibility of environmental regulations, innovation capabilities and financial performance–a novel use of DEA. Omega75, 131-138.
Rezaei, R., Abedini, H., Gharakhani, D. (2019). The impact of market orientation on the development of new services with emphasis on the mediating role of exploratory and exploitative innovation strategies. Quarterly journal of development and transformation management, 39, 69-77. (In Persian).
Rhou, Y., Singal, M., & Koh, Y. (2016). CSR and financial performance: the role of CSR awareness in the restaurant industry. International journal of hospitality management57, 30-39.
Sandhu, H. S., & Kapoor, S. (2010). Corporate social responsibility initiatives: an analysis of voluntary corporate disclosure. South Asian journal of management17(2), 47-80.
Shah Goli, A. (2019). Formulation of technology orientation problem. Fundamental western studies, 10(2), 125-141. (In Persian). DOI: 10.30465 / os.2020.5105
Shorouzi, M. R., Moradi, M., & Soltani, J. (2012). Investigating the effect of perceived environmental uncertainty on exporter-importer internal organizational relations and improving export performance. Journal of development strategy, 29, 149-173. (In Persian).
Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation-performance relationship?. Journal of marketing58(1), 46-55.
Soliman, F. (2013). Does innovation drive sustainable competitive advantages?. Journal of modern accounting and auditing9(1), 130-143.
Vahidi Elizaei, E., & Fakhari, M. (2015). The impact of corporate social responsibility on company financial performance. Accounting and auditing research, 27, 1-24. (In Persian).
Walker Jr, O. C., & Ruekert, R. W. (1987). Marketing's role in the implementation of business strategies: a critical review and conceptual framework. Journal of marketing51(3), 15-33.
Zhou, K. Z., & Wu, F. (2010). Technological capability, strategic flexibility, and product innovation. Strategic management journal31(5), 547-561.