EVALUATION OF THE RELATIONSHIP BETWEEN MARKETING CAPABILITIES WITH ORGANIZATIONAL PERFORMANCE OF FOOD MANUFACTURING COMPANIES IN TEHRAN

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ORAK FARZANEH; BABAEEZAKILAKI MOHAMMAD ALI

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Journal: JOURNAL OF BRAND MANAGEMENT Year:2016 | Volume:2 | Issue:4 Page(s): 147-176

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Information Journal Paper

Title

EVALUATION OF THE RELATIONSHIP BETWEEN MARKETING CAPABILITIES WITH ORGANIZATIONAL PERFORMANCE OF FOOD MANUFACTURING COMPANIES IN TEHRAN

Author(s)

ORAK FARZANEH | BABAEEZAKILAKI MOHAMMAD ALI | Issue Writer Certificate

Keywords

MARKETING CAPABILITIES

ORGANIZATION PERFORMANCE

CUSTOMER RELATIONSHIP MANAGEMENT

BRAND MANAGEMENT

MARKET SENSING

Abstract

MARKETING CAPABILITIES enable organizations to implement strategies according tomarket conditions and achieve their organizational performance goals. This researchevaluates the relationship between MARKETING CAPABILITIES (innovation, CRM, brandmanagement and MARKET SENSING) and organizational performance (such as growth, profitability and Income). To assess research variables a questionnaire was sent to themarketing managers of food companies in Tehran district. A total of 192 completedquestionnaires have been received. The collected data has been analyzed using structural equations and partial least square method by LISREL software. According to thefindings, there are positive relationship between all four MARKETING CAPABILITIES andorganizational performance. Furthermore, the results show that organizational age andsize have no effect on the relationship between MARKETING CAPABILITIES and organizationperformance. It also indicates that MARKETING CAPABILITIES can be considered as a sourceof sustainable competitive advantage and can enhance the performance.

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APA: Copy

ORAK, FARZANEH, & BABAEEZAKILAKI, MOHAMMAD ALI. (2016). EVALUATION OF THE RELATIONSHIP BETWEEN MARKETING CAPABILITIES WITH ORGANIZATIONAL PERFORMANCE OF FOOD MANUFACTURING COMPANIES IN TEHRAN. JOURNAL OF BRAND MANAGEMENT, 2(4 ), 147-176. SID. https://sid.ir/paper/267538/en

Vancouver: Copy

ORAK FARZANEH, BABAEEZAKILAKI MOHAMMAD ALI. EVALUATION OF THE RELATIONSHIP BETWEEN MARKETING CAPABILITIES WITH ORGANIZATIONAL PERFORMANCE OF FOOD MANUFACTURING COMPANIES IN TEHRAN. JOURNAL OF BRAND MANAGEMENT[Internet]. 2016;2(4 ):147-176. Available from: https://sid.ir/paper/267538/en

IEEE: Copy

FARZANEH ORAK, and MOHAMMAD ALI BABAEEZAKILAKI, “ EVALUATION OF THE RELATIONSHIP BETWEEN MARKETING CAPABILITIES WITH ORGANIZATIONAL PERFORMANCE OF FOOD MANUFACTURING COMPANIES IN TEHRAN,” JOURNAL OF BRAND MANAGEMENT, vol. 2, no. 4 , pp. 147–176, 2016, [Online]. Available: https://sid.ir/paper/267538/en

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