فاطمه شهدکار

The debate surrounding the desirability of marketing adaptation versus standardization has been a topic of discussion in both academic and business circles. However, there has been a scarcity of empirical studies that examine the suitable conditions for each strategy. Hence, the aim of this research is to explore the moderating influence of knowledge and knowledge of foreign markets on the correlation between packaging and international standards of products manufactured by knowledge-based companies in Tehran, Khorasan Razavi, and Isfahan provinces, in terms of export performance. The research methodology employed is of the descriptive-survey type. Data for this study were collected through a questionnaire, utilizing stratified random sampling, targeting managers of companies in the aforementioned provinces. The collected data was analyzed using pls and 18SPSS software. Additionally, the questionnaire’s validity was established through form and construct validity, while reliability was assessed using Cronbach’s alpha coefficient. Ultimately, the findings of this research demonstrate the positive impact of packaging and international standards of products on export performance. Furthermore, it was observed that knowledge and knowledge of foreign markets moderate the relationship between product packaging and export performance, whereas they do not play a moderating role in the relationship between international product standards and export performance.