List of Articles Azade Taj amir

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  1 - Presenting the model of marketing capabilities based on knowledge management in the Khuzestan steel industry and its impact on the company's performance with a balanced scorecard approach.
  leila andervazh azadeh tajamir mohammad hosseinpour
  Today, in order to understand and meet the needs of customers and prevent them from turning to competitors, So . Therefore, many organizations have put their strategies in line with the use of knowledge management in order to improve marketing capabilities.. This study More

  Today, in order to understand and meet the needs of customers and prevent them from turning to competitors, So . Therefore, many organizations have put their strategies in line with the use of knowledge management in order to improve marketing capabilities.. This study is applied in terms of purpose and from the point of view of the mixed approach (qualitative-quantitative) which was carried out using the foundational data theory. The data of the qualitative stage were collected through interviews with 15 experts in the field of marketing, who were selected through the purposeful sampling method, and analyzed with Max.QD.E software.Quantitatively, a questionnaire of 113 questions based on the categories resulting from the qualitative section was created and validated by the researcher to evaluate the proposed model by 200 employees of Khuzestan steel industry who were selected by random sampling and based on G*power software. And it has been analyzed by PLS software. The results obtained from the qualitative analysisIt led to the final model of marketing capabilities, which has 11 main categories which are knowledge management, analysis of competitors, customer and product in the role of "contextual factors" of the market in the role of "environmental conditions", advertising, brand, distribution network, management strategies, technological strategies and training in the role of "strategies and strategies" and marketing capacities in the role of "main category" and company performance in the role"Consequence" has been identified. In the quantitative part, the findings indicated the good fit of the proposed model Manuscript profile