The effect of marketing capabilities on firm performance with mediating role of competitive advantage and moderating role of market orientation

Document Type : Original Article

Authors

1 Associate Professor, Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.

2 Master of Business Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.

Abstract

Examining the factors affecting the firm performance is one of the most important strategic issues, because the survival of companies depends on their proper performance. In the meantime, having a good competitive advantage in the firm, it ensures good performance. Also, one of the important factors in creating a competitive advantage is marketing capabilities, which play a key role in advancing the goals of firms. It should be noted that the market orientation of firms can also affect the severity of the relationship between these variables. Therefore, the main purpose of this study is to investigate the effect of marketing capabilities on firm performance with mediating role of competitive advantage and moderating role of market orientation. The statistical population of the study is companies active in the field of food and beverages located in industrial towns of Tabriz with a history of more than three years. This research is an applied studies that data was collected through a questionnaire and 90 companies participated in this study. Also, this study was performed by structural equation modeling method, which tested the research hypotheses through Smart PLS software. The results show that the impact of marketing capabilities directly on the firm performance is not significant, but is significant through the creation of competitive advantages. Also, the results showed that market orientation can’t moderate the intensity of the effect between marketing capabilities and firm performance. In general, the companies surveyed can have a positive impact on competitive advantage and performance by emphasizing marketing capabilities.

Keywords

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Commercial Strategies
Volume 17, Issue 16
February 2021
Pages 78-65

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