Evaluation of the Relationship between Marketing Capabilities with Organizational Performance of Food Manufacturing Companies in Tehran

Document Type : Research Paper

Authors

1 Master of Business Administration Marketing Orientation - Al-Zahra University

2 Associate Professor, Faculty Member of Management Department, Faculty of Social Sciences and Economics, Al-Zahra University (S.

Abstract

Marketing capabilities enable organizations to implement strategies according to
market conditions and achieve their organizational performance goals. This research
evaluates the relationship between marketing capabilities (innovation, CRM, brand
management and market sensing) and organizational performance (such as growth,
profitability and Income). To assess research variables a questionnaire was sent to the
marketing managers of food companies in Tehran district. A total of 192 completed
questionnaires have been received. The collected data has been analyzed using structural equations and partial least square method by LISREL software. According to the
findings, there are positive relationship between all four marketing capabilities and
organizational performance. Furthermore, the results show that organizational age and
size have no effect on the relationship between marketing capabilities and organization
performance. It also indicates that marketing capabilities can be considered as a source
of sustainable competitive advantage and can enhance the performance.

Keywords

References

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Quarterly Journal of Brand Management
Volume 2, Issue 2 - Serial Number 4
December 2015
Pages 147-176

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