Strategic Orientation and Marketing Capabilities

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RAHIMNIA FARIBORZ; Kaffashpoor Azar; pourreza malihe

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Journal Paper

Paper Information

Journal: JOURNAL OF STRATEGIC MANAGEMENT STUDIES Year:2013 | Volume:3 | Issue:12 Page(s): 145-166

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Information Journal Paper

Title

Strategic Orientation and Marketing Capabilities

Author(s)

RAHIMNIA FARIBORZ | Kaffashpoor Azar | pourreza malihe | Issue Writer Certificate

Keywords

Strategic OrientationQ1

Customer OrientationQ2

Competitor OrientationQ2

Cost OrientationQ2

Innovation OrientationQ2

Marketing CapabilitiesQ1

Abstract

The purpose of this study is to investigate the influence of Strategic Orientation on the Marketing Capabilities in the organization. The nature of research method is survey-applied. For data gathering, the managers of Mellat bank in Mashhad were subject to distribute the questionnaire. The construct validity was investigated using the confirmatory factor analysis and Cronbach's alpha greater than. 70 for different constructs of the questionnaire confirmed its reliability. The statistical method of structural equation modeling was used to test the hypotheses. Research results indicated that the Customer Orientation, Competitor Orientation and Innovation Orientation affected the Marketing Capabilities and the hypotheses concerning this relationships was confirmed. But, the Cost Orientation did not affect the Marketing Capabilities and the hypothesis concerning the influence of Cost Orientation on the Marketing Capabilities was not confirmed.

Cites

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

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APA: Copy

RAHIMNIA, FARIBORZ, Kaffashpoor, Azar, & pourreza, malihe. (2013). Strategic Orientation and Marketing Capabilities. JOURNAL OF STRATEGIC MANAGEMENT STUDIES, 3(12 ), 145-166. SID. https://sid.ir/paper/181572/en

Vancouver: Copy

RAHIMNIA FARIBORZ, Kaffashpoor Azar, pourreza malihe. Strategic Orientation and Marketing Capabilities. JOURNAL OF STRATEGIC MANAGEMENT STUDIES[Internet]. 2013;3(12 ):145-166. Available from: https://sid.ir/paper/181572/en

IEEE: Copy

FARIBORZ RAHIMNIA, Azar Kaffashpoor, and malihe pourreza, “Strategic Orientation and Marketing Capabilities,” JOURNAL OF STRATEGIC MANAGEMENT STUDIES, vol. 3, no. 12 , pp. 145–166, 2013, [Online]. Available: https://sid.ir/paper/181572/en

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