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

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Nekooeezade Maryam; Golmohammadi Emad

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Journal Paper

Paper Information

Journal: STRATEGIC MANAGEMENT THOUGHT (MANAGEMENT THOUGHT) Year:2019 | Volume:12 | Issue:2 (24) Page(s): 354-378

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Title

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

Author(s)

Nekooeezade Maryam | Golmohammadi Emad | Issue Writer Certificate

Keywords

Marketing capabilitiesQ1

Market performanceQ1

Market dynamicsQ1

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.

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APA: Copy

Nekooeezade, Maryam, & Golmohammadi, Emad. (2019). The moderator role of the market dynamics on relationship between marketing capabilities and market performance. STRATEGIC MANAGEMENT THOUGHT (MANAGEMENT THOUGHT), 12(2 (24) ), 354-378. SID. https://sid.ir/paper/383040/en

Vancouver: Copy

Nekooeezade Maryam, Golmohammadi Emad. The moderator role of the market dynamics on relationship between marketing capabilities and market performance. STRATEGIC MANAGEMENT THOUGHT (MANAGEMENT THOUGHT)[Internet]. 2019;12(2 (24) ):354-378. Available from: https://sid.ir/paper/383040/en

IEEE: Copy

Maryam Nekooeezade, and Emad Golmohammadi, “The moderator role of the market dynamics on relationship between marketing capabilities and market performance,” STRATEGIC MANAGEMENT THOUGHT (MANAGEMENT THOUGHT), vol. 12, no. 2 (24) , pp. 354–378, 2019, [Online]. Available: https://sid.ir/paper/383040/en

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