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This study deals with the examination, classification and ranking of the food industry supply chain in Mazandaran Free Economic Zone from a sustainability perspective and its effect on international entrepreneurship. The findings can help international decision-makers and entrepreneurs better understand their decision-making processes. Interpretive structural modelling (ISM) and Matrix-based Multiplication Applied to Classification (MICMAC) methods is an export-oriented method. The indicators are determined based on the definitive opinion of experts. Indicators in this research were selected using fuzzy Delphi with 99% accuracy. A combination of ISM–MICMAC methods were used based on sustainable facts in the food supply chain. The developed classify the factors practical on the sustainable supply chain. The findings showed that minimising the total cost, improvement of health and safety, environmentally friendly packaging, use of environmentally friendly materials and minimising the use of synthetic fertilisers were among the linkage factors. Factors that reduce energy costs, the possibility of immediate customer response and social services were among the dependent factors. Since free economic zones have been established to attract international investment, exploit new technologies, create new job opportunities and increase export capacity, the focus on reducing costs and the ability to respond immediately to customers and providing social services can result in the creation of a suitable business position for international investment and attracting international entrepreneurs.

Contemporary businesses face rapidly evolving changes and complexities that challenge their respective managerial responses and capabilities. The natures of information and communication systems, ways of doing business, knowledge-transfer methods, diffusion channels of innovation, and industrial habitus are shifting. Additionally, methods, concepts, and frameworks to study these challenges need to be in accordance.

Many of these features characterizing the new business environment influence not only the consumer business, but also the business-to-business (B2B) sectors and their ways of functioning. Interestingly, the influence also connects domestic with international business through the global connectedness. This is particularly visible in marketing communication, as the difference between domestic and international business communication has further diminished due to digital and virtual dimensions and applications. In this new age, it is assumed that new ventures and small- and medium-sized enterprises can turn their vulnerabilities and size constraints into competitive advantages by addressing these challenges with efficient social media usage. To address this technology-enabled dimension of B2B relations, the authors present a case study illustrating how a firm advances its relationship management and communication by introducing social media instruments. The study contributes to relationship management and international marketing communication and provides new insights into the workings of social media within the B2B context.