the impact of marketing capabilities on the performance of companies in the manufacturing sector of Iran's sports industry
Subject Areas :
mostafa fallahi
1
,
mehdi kohandel
2
,
nemat khalifeh
3
,
mahvash noorbakhsh
4
1 - Islamic Azad university
2 - Specialized Doctorate in Sports Management, Associate Professor, Islamic Azad University of Karaj
3 - Doctorate in Sports Management, Assistant Professor, Islamic Azad University of Karaj
4 - Specialized doctorate in sports management, professor at Islamic Azad University of Karaj
Keywords: Marketing Capability, Sports industry, Corporate performance, Manufacturing Sector,
Abstract :
The purpose of this study is the effect of marketing capabilities on the performance of companies in the manufacturing sector of Iran's sports industry. The present study is a descriptive correlation with the structural equation model approach and based on time, present, in terms of applied purpose and in terms of collecting field information. The statistical population includes the managers of companies producing sports equipment in Tehran province. The statistical population includes all managers of companies producing sports equipment in Iran. According to statistics announced through the official website of the Ministry of Industry, Mines and Trade, 255 people (236 men and 19 women) To be. The statistical sample was selected by integer method. Measurement tools were two questionnaires: marketing capabilities of Athahan and Gima (1995) and performance of Pertosa Ortega et al. (2010). The results of structural equations showed that marketing capability affects the performance of companies in the production sector of Iran's sports industry; Therefore, managers can use marketing capabilities to achieve better performance in the sports industry. Therefore, it is suggested that the managers of sports production companies improve their performance by implementing marketing and paying attention to sports capabilities.
امتنانی، ا. اسماعیل زاده قندهاری، م(1398). بررسی تاثیر نقش های سازمانی و فردی بر پیشبرد فعالیت های بازاریابی شرکت های تولید محصولات ورزشی استان خراسان رضوی.همایش ملی تربیت بدنی، تغذیه و طب ورزشی. مشهد. https://civilica.com/doc/959264.
سرتیپی، ص. معصوم، م(1397). تاثیر قابلیت های بازاریابی بر عملکرد صادراتی شرکت های ایرانی صادرکننده تجهیزات ورزشی، چهارمین کنفرانس بین المللی مدیریت،کارآفرینی و توسعه اقتصادی،تاکستان،https://civilica.com/doc/836571
فاطمی،ف. حاجی پور، ب.(1401). تاثیر قابلیت بازاریابی مشتری‌محور بر عملکرد شرکت با میانجی‌گری قابلیت بازاریابی محصول‌محور. نشریه علمی مدیریت برند. (9) (2).شماره 30.
فلاحی، م .(1400). رابطه علی بازاریابی الکترونیکی با عملکرد شرکت ها، از طریق میانجی قابلیت های بازاریابی در بخش تولیدی صنعت ورزش ایران.پایانامه دکتری مدیریت ورزشی. دانشگاه ازاد اسلامی واحد کرج.
نوع پسند اصیل، م . رمضان پور، ا. عطاری اصل، پ. (1395). تاثیر قابلیت های بازاریابی، نوع آری و یادگیری بر عملکرد سازمان ( مطالعه موردی: پتروشیمی تبریز) مدیریت بهره وری. سال نهم. شماره 36.
مشعشعی، ج ، رضایی، ب. (1396). ،بررسی تاثیر گرایش کارآفرینی بر قابلیت های بازاریابی و عملکرد شرکت های تولیدی استان کرمانشاه،اولین همایش ملی زنان،بازآفرینی شهری و توسعه پایدار،https://civilica.com/doc/717940
Absah, Y., Rismayani, Harahap, R. (2019). The Effects of Marketing Capabilities on Financial Performance through Innovation Capabilities in Fashion Small and Medium Enterprises in Medan. DOI: 10.5220/0009204003510355 in Proceedings of the 2nd Economics and Business International Conference.
Alharbi Adel Saleh. M. 2015. The Role of Marketing Capabilities in Firm's Success. International Journal of Management Science and Business Administration. Volume 2, Issue 1, Pages 56 – 65.
Askarian F; Asgharpour H. Sarlab R. (2016). Competitive, structural and national changes in the export of sports goods in Iran. Journal of Sport Management and Motor Behavior, 12 (23): 15-26.
Chew, D, A, S., Yan, Sh., Cheah, Ch, Y, J. (2008). Core capability and competitive Stratcgy for construction SMEs in China. Chinese Manageent Studies, 2(3): 203-214.
Day, G.S. (1994) ‘The capabilities of market-driven organizations’, Journal of Marketing, Vol. 58, No. 4, pp.37–52.
Day, G.S. (2011) ‘Closing the marketing capabilities gap’, Journal of Marketing, Vol. 75, No. 4, pp.183–195.
Gligorijević, Mirjana,. Veljković, Saša,. Kalicanin,Djordje (2020). Marketing Capabilities and Market Performance Monitoring of Global, Regional and Local Companies Operating in Serbia. Conference: the 10thSCF International Conference on “The Economic and Social Impacts of the Globalization and Liberalization”At: Antalya, Turkey.
Haj Mohammad Hosseini, M. (2016). Impact of marketing capability and organizational adaptability on the performance of new product development. National journal of humanities and Cultural studies ISSN 2356-5926. http://www.ijhcs.com/index.php/ijhcs/index Page 746.
Kwon, Y.-C. (2021). Impacts of Dynamic Marketing Capabilities on Performance in Exporting. Open Journal of Business and Management, 9, 2119- 2135. https://doi.org/10.4236/ojbm.2021.95112.
Lee, Y. J., Chang, L. Y., Chien, Ch, L., Huang, Ch. L., Chen, Ch. Y. (2010). The influence of knowledge management and marketing innovation strategies on marketing performance: a case study of a Taiwan’s funeral service
Meier, M., Tan, K. H., Lim, M. K., & Chung, L. (2018). Unlocking innovation in the sport industry through additive manufacturing. Business Process Management Journal, 25(3), 456-75.
Nicola, M., Alsafi, Z., Sohrabi, C., Kerwan, A., Al-Jabir, A., Iosifidis, Ch., Agha, M. and Agha, R. (2020), «The socio-economic implications of the coronavirus pandemic (COVID-19: A review». International Journal of Surgery, 78, 185–193.
Nirawati, L., Rangga, R, P. (2019). The Triangle of Knowledge Sharing, e-Marketing Capability, Marketing Performance. JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen is licensed under a Creative Commons Attribution 4.0 International License.
O'Cass, A. & Weerawardena, J. (2009). The effects of perceived industry competitive intensity and marketing-related capabilities: Drivers of superior brand performance. Industrial Marketing Management, 39(4), 571-581.
Parks Janet B ؛Quarterman Jerome و Thibault Lucie. (2007). Contemporary sport management: Human Kinetics Publishers.
Parks, J. B. Zanger, B. Quarterman, J. (1998).Contemporary sport management. Champaign, IL: Human Kinetics.
Sok, Phyra; o’Cass, Aron, Momy, Sok, Keo.(2013), Acgieving superior SME performance: overarchinh role of marketing, innovation and learning capabilities, australian marketing journal,
Somjai, S. Srisuponvanit, S. Jermsittiparsrt, K. (2019). Does the e-marketing determine the sustainable performance of firm’s Sportswear industry in Thailand? Supplementary Issue: Summer Conferences of Sport Science. First International Conference in Iraq on Sport for Peace. Baghdad Science Institute, Baghdad, Iraq.
Song, M., Benedetto, A. D., Nason, R. W. (2007). Capabilities and financial performance: The moderating effect of strategic type. Journal of the Academy of Marketing Science, 35, 18-34.
Tesone, D. V. Platt, A. Alexakis, G., (2004). "The Human capital factor: strategies for dealing with performance challenges in business and sport management". Journal of Applied Management and Entrepreneurship. 9(3), 22-33.
Theodosiou, M., Kehagias, J., & Katsikea, E. (2012). Strategic orientations, marketing capabilities and firm performance: An empirical investigation in the context of frontline managers in service organizations. Industrial Marketing Management, 41(7), 1058-1070.
Tsai, M.T. and Shih, C.M. (2004) ‘The impact of marketing knowledge among managers on marketing capabilities and business performance’, International Journal of Management, Vol. 21, No. 4, pp.524–530.
Vorhies, D.W. and Morgan, N.A. (2005) ‘Benchmarking marketing capabilities for sustainable competitive advantage’, Journal of Marketing, Vol. 69, No. 1, pp.80–94.
Yim, S., Bae, Y., Lim, H. and Kwon, J. (2019). "The role of marketing capability in linking CSR to corporate financial performance". European Journal of Marketing, Vol. 53 No. 7, pp. 1333-1354.
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امتنانی، ا. اسماعیل زاده قندهاری، م(1398). بررسی تاثیر نقش های سازمانی و فردی بر پیشبرد فعالیت های بازاریابی شرکت های تولید محصولات ورزشی استان خراسان رضوی.همایش ملی تربیت بدنی، تغذیه و طب ورزشی. مشهد. https://civilica.com/doc/959264.
سرتیپی، ص. معصوم، م(1397). تاثیر قابلیت های بازاریابی بر عملکرد صادراتی شرکت های ایرانی صادرکننده تجهیزات ورزشی، چهارمین کنفرانس بین المللی مدیریت،کارآفرینی و توسعه اقتصادی،تاکستان،https://civilica.com/doc/836571
فاطمی،ف. حاجی پور، ب.(1401). تاثیر قابلیت بازاریابی مشتری‌محور بر عملکرد شرکت با میانجی‌گری قابلیت بازاریابی محصول‌محور. نشریه علمی مدیریت برند. (9) (2).شماره 30.
فلاحی، م .(1400). رابطه علی بازاریابی الکترونیکی با عملکرد شرکت ها، از طریق میانجی قابلیت های بازاریابی در بخش تولیدی صنعت ورزش ایران.پایانامه دکتری مدیریت ورزشی. دانشگاه ازاد اسلامی واحد کرج.
نوع پسند اصیل، م . رمضان پور، ا. عطاری اصل، پ. (1395). تاثیر قابلیت های بازاریابی، نوع آری و یادگیری بر عملکرد سازمان ( مطالعه موردی: پتروشیمی تبریز) مدیریت بهره وری. سال نهم. شماره 36.
مشعشعی، ج ، رضایی، ب. (1396). ،بررسی تاثیر گرایش کارآفرینی بر قابلیت های بازاریابی و عملکرد شرکت های تولیدی استان کرمانشاه،اولین همایش ملی زنان،بازآفرینی شهری و توسعه پایدار،https://civilica.com/doc/717940
Absah, Y., Rismayani, Harahap, R. (2019). The Effects of Marketing Capabilities on Financial Performance through Innovation Capabilities in Fashion Small and Medium Enterprises in Medan. DOI: 10.5220/0009204003510355 in Proceedings of the 2nd Economics and Business International Conference.
Alharbi Adel Saleh. M. 2015. The Role of Marketing Capabilities in Firm's Success. International Journal of Management Science and Business Administration. Volume 2, Issue 1, Pages 56 – 65.
Askarian F; Asgharpour H. Sarlab R. (2016). Competitive, structural and national changes in the export of sports goods in Iran. Journal of Sport Management and Motor Behavior, 12 (23): 15-26.
Chew, D, A, S., Yan, Sh., Cheah, Ch, Y, J. (2008). Core capability and competitive Stratcgy for construction SMEs in China. Chinese Manageent Studies, 2(3): 203-214.
Day, G.S. (1994) ‘The capabilities of market-driven organizations’, Journal of Marketing, Vol. 58, No. 4, pp.37–52.
Day, G.S. (2011) ‘Closing the marketing capabilities gap’, Journal of Marketing, Vol. 75, No. 4, pp.183–195.
Gligorijević, Mirjana,. Veljković, Saša,. Kalicanin,Djordje (2020). Marketing Capabilities and Market Performance Monitoring of Global, Regional and Local Companies Operating in Serbia. Conference: the 10thSCF International Conference on “The Economic and Social Impacts of the Globalization and Liberalization”At: Antalya, Turkey.
Haj Mohammad Hosseini, M. (2016). Impact of marketing capability and organizational adaptability on the performance of new product development. National journal of humanities and Cultural studies ISSN 2356-5926. http://www.ijhcs.com/index.php/ijhcs/index Page 746.
Kwon, Y.-C. (2021). Impacts of Dynamic Marketing Capabilities on Performance in Exporting. Open Journal of Business and Management, 9, 2119- 2135. https://doi.org/10.4236/ojbm.2021.95112.
Lee, Y. J., Chang, L. Y., Chien, Ch, L., Huang, Ch. L., Chen, Ch. Y. (2010). The influence of knowledge management and marketing innovation strategies on marketing performance: a case study of a Taiwan’s funeral service
Meier, M., Tan, K. H., Lim, M. K., & Chung, L. (2018). Unlocking innovation in the sport industry through additive manufacturing. Business Process Management Journal, 25(3), 456-75.
Nicola, M., Alsafi, Z., Sohrabi, C., Kerwan, A., Al-Jabir, A., Iosifidis, Ch., Agha, M. and Agha, R. (2020), «The socio-economic implications of the coronavirus pandemic (COVID-19: A review». International Journal of Surgery, 78, 185–193.
Nirawati, L., Rangga, R, P. (2019). The Triangle of Knowledge Sharing, e-Marketing Capability, Marketing Performance. JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen is licensed under a Creative Commons Attribution 4.0 International License.
O'Cass, A. & Weerawardena, J. (2009). The effects of perceived industry competitive intensity and marketing-related capabilities: Drivers of superior brand performance. Industrial Marketing Management, 39(4), 571-581.
Parks Janet B ؛Quarterman Jerome و Thibault Lucie. (2007). Contemporary sport management: Human Kinetics Publishers.
Parks, J. B. Zanger, B. Quarterman, J. (1998).Contemporary sport management. Champaign, IL: Human Kinetics.
Sok, Phyra; o’Cass, Aron, Momy, Sok, Keo.(2013), Acgieving superior SME performance: overarchinh role of marketing, innovation and learning capabilities, australian marketing journal,
Somjai, S. Srisuponvanit, S. Jermsittiparsrt, K. (2019). Does the e-marketing determine the sustainable performance of firm’s Sportswear industry in Thailand? Supplementary Issue: Summer Conferences of Sport Science. First International Conference in Iraq on Sport for Peace. Baghdad Science Institute, Baghdad, Iraq.
Song, M., Benedetto, A. D., Nason, R. W. (2007). Capabilities and financial performance: The moderating effect of strategic type. Journal of the Academy of Marketing Science, 35, 18-34.
Tesone, D. V. Platt, A. Alexakis, G., (2004). "The Human capital factor: strategies for dealing with performance challenges in business and sport management". Journal of Applied Management and Entrepreneurship. 9(3), 22-33.
Theodosiou, M., Kehagias, J., & Katsikea, E. (2012). Strategic orientations, marketing capabilities and firm performance: An empirical investigation in the context of frontline managers in service organizations. Industrial Marketing Management, 41(7), 1058-1070.
Tsai, M.T. and Shih, C.M. (2004) ‘The impact of marketing knowledge among managers on marketing capabilities and business performance’, International Journal of Management, Vol. 21, No. 4, pp.524–530.
Vorhies, D.W. and Morgan, N.A. (2005) ‘Benchmarking marketing capabilities for sustainable competitive advantage’, Journal of Marketing, Vol. 69, No. 1, pp.80–94.
Yim, S., Bae, Y., Lim, H. and Kwon, J. (2019). "The role of marketing capability in linking CSR to corporate financial performance". European Journal of Marketing, Vol. 53 No. 7, pp. 1333-1354.