Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Antecedents and Requirements of the Alignment between Core Competencies and Promotion Mix and Its Role in Market Development in Iraq

Articles in Press

Document Type : The scientific research paper

Authors
Sura Khaled Vadi Lahibi 1
Mohammad Bashokouh Ajirloo 2
Ghasem Zarei 2
Naser Seifullahi 3
1 PhD Student in Marketing Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2 Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
3 professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
JABM.3.2.15564.3515415559
Abstract
This study conceptualizes the antecedents, requirements, and consequences of aligning core capabilities with the promotion mix, and its role in market development in Iraq. Success in foreign markets depends not merely on possessing core capabilities or executing promotional activities, but on their strategic alignment. Despite extensive research on core competencies and marketing, a significant knowledge gap exists regarding this alignment within the complex Iraqi market. Adopting a qualitative research design, this study utilizes the Strauss and Corbin grounded theory methodology. Data were collected through semi-structured interviews with 21 managers, marketing experts, and specialists familiar with the Iraqi market, continuing until theoretical saturation. Data analysis was conducted via open, axial, and selective coding. The findings reveal that aligning core capabilities and the promotion mix is driven by causal conditions (capability identification, managerial support, internal coordination, market intelligence, export capability, and agility), influenced by contextual conditions (socio-cultural characteristics, customer expected value, distribution structure, and field presence), and mediated by intervening conditions (institutional-logistical requirements, relational capital, competitive intensity, and the role of local actors). Key strategies include localizing promotional communications, capability-based promotion design, tool integration, market segmentation, and leveraging local actors. This alignment yields positive communicative, perceptual, relational, marketing, channel, and competitive, functional, and strategic consequences, ultimately driving sustainable market development in Iraq. The proposed paradigm model offers a comprehensive framework for export managers, trade policymakers, and researchers in international marketing and strategic management.
Keywords
Core Capabilities
Promotion Mix
Grounded Theory
Market Development
Subjects
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Journal of Intelligent Marketing Management

Articles in Press, Accepted Manuscript
Available Online from 05 August 2026