Strategic Management Thought

The moderator role of the market dynamics on relationship between marketing capabilities and market performance

Document Type : Research Paper

Authors

1 Assistant Professor of Shiraz University, Faculty of Economics, Managment and Social Sciences

2 Lecturer, Ilam University of Applied Science, Parsian Central (Ilam 1) , (corresponding Author)

Abstract

Today, companies in dynamic and unpredictable environments to achieve competitive advantage and superior performance are faced with challenges, the company using its marketing capabilities are able to achieve superior performance. In this study, the relationship between marketing capabilities and market performance was investigated using Smart PLS software, given the moderator role of market dynamics among manufacturing companies operating in the stock market. Factors reflecting marketing capabilities include communications, product development, pricing, promotion, sales, planning and implementation. For performance, data of companies’ balance sheets were used. The results showed that the relationship between marketing capabilities and performance is positive and significant so that as market is more dynamic, the relationship between marketing capabilities and performance enhances. In addition, among the factors representing market capabilities, the relationship between all factors, except for product development, is significant.

Keywords

Main Subjects

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Strategic Management Thought
Volume 12, Issue 2 - Serial Number 24
September 2018
Pages 354-378
  • Receive Date: 10 March 2016
  • Revise Date: 17 October 2017
  • Accept Date: 16 October 2019