Identifying and Prioritizing the Factors Affecting Dynamic Marketing Capacity with Hierarchical Approach
Subject Areas : مدیریتMahmod Mohammadian 1 , Sara Eftekhar Pour 2
1 - Professor, Department of Management, Allameh Tabatai University, Tehran, Iran
2 - M.Sc., Department of Accounting, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Organizational Change, synchronization, Dynamic Capability, Integrity, Marketing Capability,
Abstract :
Marketing capabilities are integrated and coherent processes designed to apply collective skills, knowledge and resources of the company, which identify the needs of the market and improve the value of the company's goods and services. The company, with the help of these capabilities, is able to adapt itself to changing market conditions. And use market opportunities to deal with competitive threats. The purpose of this research is to identify and prioritize the factors influencing dynamic marketing capability. For this purpose, a sample of 384 managers and experts of Iran Insurance Company is selected using randomly classified sampling. The method used in this research to prioritize criteria is the AHP hierarchical analysis method. Research findings show that components, feelings and perceptions, learning, re-configuring, synchronization and integration have a dynamic effect on dynamic ability, and the criterion of sensation and perception with relative weight of 0.362 is the most influential element in dynamic ability and the component of learning with relative weight 0.227 is in the next priority. Also, the reconfiguration element with a relative weight of 0.218 in the third priority is an integral element with a relative weight of 0.117 in the fourth priority and an element of coordination with a weight of 0.076 in priority fifth.
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