INVESTIGATING THE IMPACT OF PRODUCT- MARKET STRATEGY AND THE MARKETING CAPABILITIES OF THE FIRM ON MARKET PERFORMANCE

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HAJIPOUR BAHMAN; DARZIAN AZIZI ABDOLHADI; SHAMSI GOOSHKI SAJAD

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Journal: JOURNAL OF BUSINESS ADMINISTRATION RESEARCH Year:2012 | Volume:4 | Issue:7 Page(s): 54-87

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Title

INVESTIGATING THE IMPACT OF PRODUCT- MARKET STRATEGY AND THE MARKETING CAPABILITIES OF THE FIRM ON MARKET PERFORMANCE

Author(s)

HAJIPOUR BAHMAN | DARZIAN AZIZI ABDOLHADI | SHAMSI GOOSHKI SAJAD | Issue Writer Certificate

Keywords

PRODUCT-MARKET STRATEGYQ2

DIFFERENTIATION STRATEGYQ2

COST LEADERSHIPQ2

PRODUCT- MARKET SCOPEQ2

MARKETING CAPABILITIESQ2

SPECIALIZED MARKETING CAPABILITIESQ2

ARCHITECTURAL MARKETING CAPABILITIESQ2

Abstract

Understanding of product– market strategies has created a serious challenge for the researchers in the field of market strategic management. These researchers need information on the firm’s competitors and internal capabilities such as MARKETING CAPABILITIES in order to understand product– market strategy. However, the relationship between firms’ product- market strategies and their market performance and MARKETING CAPABILITIES has been less studied. This study seeks to investigate the effect of different dimensions of product- market strategy including COST LEADERSHIP, differentiation and PRODUCT- MARKET SCOPE on the architectural and specialized MARKETING CAPABILITIES and their impact on the market performance. The statistical population, in this research, is included the exporter and importer firms of customs of Islamic republic of Iran. A questionnaire used to collect data needed to test eight hypotheses of this study. The questionnaire is distributed among 401 exporter and importer firms representatives from four customs surveillance area (Hormozgan, Khuzestan, Sistan-Baluchestan and Bushehr). SPSS and LISREL are used for model analysis and hypotheses verification. The results of the analysis showed that the effect of strategy of COST LEADERSHIP, differentiation and product-market scope on the architectural and specialized MARKETING CAPABILITIES are significant and positive. Also, both architectural and specialized MARKETING CAPABILITIES have significant positive relation with market performance. Additionally, the results of the model test showed that the research model fits well.

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APA: Copy

HAJIPOUR, BAHMAN, DARZIAN AZIZI, ABDOLHADI, & SHAMSI GOOSHKI, SAJAD. (2012). INVESTIGATING THE IMPACT OF PRODUCT- MARKET STRATEGY AND THE MARKETING CAPABILITIES OF THE FIRM ON MARKET PERFORMANCE. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, 4(7), 54-87. SID. https://sid.ir/paper/197090/en

Vancouver: Copy

HAJIPOUR BAHMAN, DARZIAN AZIZI ABDOLHADI, SHAMSI GOOSHKI SAJAD. INVESTIGATING THE IMPACT OF PRODUCT- MARKET STRATEGY AND THE MARKETING CAPABILITIES OF THE FIRM ON MARKET PERFORMANCE. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH[Internet]. 2012;4(7):54-87. Available from: https://sid.ir/paper/197090/en

IEEE: Copy

BAHMAN HAJIPOUR, ABDOLHADI DARZIAN AZIZI, and SAJAD SHAMSI GOOSHKI, “INVESTIGATING THE IMPACT OF PRODUCT- MARKET STRATEGY AND THE MARKETING CAPABILITIES OF THE FIRM ON MARKET PERFORMANCE,” JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, vol. 4, no. 7, pp. 54–87, 2012, [Online]. Available: https://sid.ir/paper/197090/en

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