THE MEDIATOR ROLE OF MARKETING CAPABILITIES IN RELATIONS BETWEEN STRATEGIC ORIENTATIONS AND ORGANIZATIONAL PERFORMANCE: CASE STUDY OF IRAN MELLI BANK

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KHEIRY B.; ROSHANI A.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR) Year:2013 | Volume:10 | Issue:29 Page(s): 97-113

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Information Journal Paper

Title

THE MEDIATOR ROLE OF MARKETING CAPABILITIES IN RELATIONS BETWEEN STRATEGIC ORIENTATIONS AND ORGANIZATIONAL PERFORMANCE: CASE STUDY OF IRAN MELLI BANK

Author(s)

KHEIRY B. | ROSHANI A. | Issue Writer Certificate

Keywords

STRATEGIC ORIENTATIONSQ1

MARKETING ORIENTATIONSQ2

MARKETING CAPABILITIESQ1

PERFORMANCEQ2

IRAN MELLI BANKQ1

Abstract

In this study, the relationship between different STRATEGIC ORIENTATIONS, MARKETING CAPABILITIES and organization PERFORMANCE are examined. There are many evidences that organizations have market orientation but not adequate understanding of how to use these assets to achieve competitive advantage. In the other hand, STRATEGIC ORIENTATIONS such as innovation, competition, customers, entrepreneurship, employee and market orientation can provide a sustainable competitive advantage and superior PERFORMANCE for organization. STRATEGIC ORIENTATIONS do not automatically lead to a better PERFORMANCE, but they have to follow certain behaviors affecting the organization PERFORMANCE. Thus, the roles of market orientation and MARKETING CAPABILITIES, as mediator variables improving the relationship between strategic orientation and PERFORMANCE, have been studied. The Information needed to test the conceptual model is collected from 226 managers in IRAN MELLI BANK branches via questionnaires. The results indicate that entrepreneurial and employee orientations have positive effect on market orientation. But, there is no significant relationship between other STRATEGIC ORIENTATIONS and market orientation. Also, the bank PERFORMANCE in current competitive environment is affected by market orientation variables and marketing capability.

Cites

THE EFFECT OF MARKETING, INNOVATION AND LEARNING CAPABILITIES ON ORGANIZATION’S PERFORMANCE (CASE STUDY: TABRIZ PETROCHEMICAL COMPANY)

References

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APA: Copy

KHEIRY, B., & ROSHANI, A.. (2013). THE MEDIATOR ROLE OF MARKETING CAPABILITIES IN RELATIONS BETWEEN STRATEGIC ORIENTATIONS AND ORGANIZATIONAL PERFORMANCE: CASE STUDY OF IRAN MELLI BANK. JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR), 10(29), 97-113. SID. https://sid.ir/paper/151484/en

Vancouver: Copy

KHEIRY B., ROSHANI A.. THE MEDIATOR ROLE OF MARKETING CAPABILITIES IN RELATIONS BETWEEN STRATEGIC ORIENTATIONS AND ORGANIZATIONAL PERFORMANCE: CASE STUDY OF IRAN MELLI BANK. JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR)[Internet]. 2013;10(29):97-113. Available from: https://sid.ir/paper/151484/en

IEEE: Copy

B. KHEIRY, and A. ROSHANI, “THE MEDIATOR ROLE OF MARKETING CAPABILITIES IN RELATIONS BETWEEN STRATEGIC ORIENTATIONS AND ORGANIZATIONAL PERFORMANCE: CASE STUDY OF IRAN MELLI BANK,” JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR), vol. 10, no. 29, pp. 97–113, 2013, [Online]. Available: https://sid.ir/paper/151484/en

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