Strategic Marketing Communication for Sustainable Growth

(SMEs) make in the iron and mining industries are vital for the
development of the global economy. However, their costly
operations in disadvantaged regions and the green economy interests
of financial institutions have made them face more financial obstacles
that decrease their export and financial performance. In this regard,
their ability to use marketing communication tools that are included
in the dynamic capability of Resource-based View theory (RBV) can
reduce their exporting and financial performance concerns. This is
because using these marketing communication tools presents them
with less costly marketing solutions and provides competitive
advantages for SMEs against their larger-sized rivals. In this regard,
this paper aims to analyze the impact of one-way (telemarketing,
direct mail, website, etc.) and two-way marketing communication
tools (social media platforms) on SMEs' export intention and
financial performance from the iron and mining industries. The
research team collected data from 1221 SMEs operating in Eastern
European countries via an internet-mediated questionnaire to hit this
target. The impacts of the marketing communication tools on export
intention and financial performance are analyzed via the Binary
Logistic Regression Test. The results show that while using one-way
and two-way marketing communication tools does not affect the
export intention of SMEs, it negatively affects their financial
performance. The reason for these results might be related to the
location and sector in which SMEs operate.