Marketing capabilities

Open Access Article

1 - The effect of environmental factors on financial performance with the mediating role of coverage capabilities
mohamad Hadi Asgari Nadia Montazeri Mitra Sadoughi

Objective: The purpose of this study is to investigate the impact of environmental factors and marketing capabilities of coverage on financial performance.Method: The present study is a descriptive-survey study based on the applied purpose. All managers, deputies and se More

Objective: The purpose of this study is to investigate the impact of environmental factors and marketing capabilities of coverage on financial performance.Method: The present study is a descriptive-survey study based on the applied purpose. All managers, deputies and senior experts of Bank Melli in Mazandaran province were considered as a statistical population. A total of 290 people were selected based on Krejcie and Morgan table and simple random sampling method as the research sample size. To assess the research variables, valid questionnaires of environmental factors Javarski and Kohli (1993) and Olsen et al. (2005), marketing capabilities of Vijand et al. (2012) and financial performance of Nicholas and Sardan (2011) were used. The validity of the structure was evaluated using confirmatory factor analysis and Cronbach's alpha coefficient greater than 0.7 for different structures confirmed their reliability. Data analysis was performed by structural equation modeling using LISREL software.Findings: The research findings showed that environmental factors have a positive and significant effect on the coverage capability and financial performance of the bank. The coverage capability of marketing also has a significant effect on financial performance.Conclusion: The results indicate that the ability to cover marketing has a mediating role in the impact of environmental factors on financial performance. Manuscript profile

Open Access Article

2 - Studying the Effect of Marketing Capabilities on Competitive Advantages and Commercial Performance of Insurance Companies (A Comparative Study of Social Security Insurance and Health Services)
Mahmoud Jafarpour Elnaz Nabizadeh Mamani Mohadeseh Dehghan Chachkami

Having severely required the insured institutions to gain competitive advantage, the present study is to pursue a relationship between marketing capabilities and competitive advantages with the organizational performance. The study is of applied in nature and in terms o More

Having severely required the insured institutions to gain competitive advantage, the present study is to pursue a relationship between marketing capabilities and competitive advantages with the organizational performance. The study is of applied in nature and in terms of purpose, it is a quantitative study in terms of data collection, and that is a sort of exploratory research based on the findings.  The statistical population of the research is the personnel of the social security branches and health services of Qom province; simple random sampling is regarded as sampling procedure of the research in progress. To explore fit measurement models, the researcher has made a use of Cronbach's alpha, CR, and AVE. To determine the fit structural models, significant coefficients Z and standard R2 were utilized, as well.  In the current research, three hypotheses were tested each of which by a help of path coefficients and significant coefficients Z via statistical software PLS and SPSS. The Findings of tests indicated that the model variables in given samples in health services branches have higher values than that of social security, and are in a relevant manner. Consequently, it found out that investing in the identification and implementing the capabilities in the organization presents a more desirable outcome than the social security. Manuscript profile

Open Access Article

3 - Analysis the Factors Affecting the Performance of Manufacturing Companies in Industrial City of Gorgan from the Perspective of Marketing Management and Entrepreneurship
Faezeh Fendereski Mehdi Zanganeh Hosain Dideh Khani Hormoz Mehrani

In today's fast changing competitive environment, companies need to be highly consistent, so offering the best performance in marketing has become the most important concern of the managers of manufacturing companies. Therefore, in this study, we analyze the factors aff More

In today's fast changing competitive environment, companies need to be highly consistent, so offering the best performance in marketing has become the most important concern of the managers of manufacturing companies. Therefore, in this study, we analyze the factors affecting the performance of manufacturing companies from the perspective of marketing management and entrepreneurship, and to achieve this goal, we examine 15 hypotheses about the impact of entrepreneurial and market orientation on corporate performance through entrepreneurial market orientation and entrepreneurial marketing in the manufacturing companies of the industrial city of Gorgan during the second 6 months of 1397. The present research is a applied research in terms of purpose, and in terms of data collection method, it is descriptive-survey and it is also included in the field of causal research. In order to calculate the sample size, Krejcy and Morgan tables were used and 180 people were selected by simple random sampling as a sample and a questionnaire was distributed among them that 152 available questionnaires were collected. Data collected from questionnaires were analyzed using Smart PLS and SPSS software. In the end, the research results showed that hypotheses such as the effect of entrepreneurial market orientation on performance, the impact of market orientation on entrepreneurial market orientation, or the effect of innovation on performance are rejected, and also technical capabilities cannot modulate the effect of entrepreneurial orientation on performance. But other research hypotheses were confirmed. Manuscript profile

Open Access Article

4 - The Impact of external marketing capabilities and the mental involvement of customers on the company's performance with the mediating role of product innovation and flexible strategy
Mostafa Hosseinzadeh shadan vahabzade hormoz mehrani

The purpose of this study is to investigate the effect of external marketing capabilities and mental involvement of customers on the company's performance with the mediating role of product innovation and flexible strategy. Statistical population consists of 95 managers More

The purpose of this study is to investigate the effect of external marketing capabilities and mental involvement of customers on the company's performance with the mediating role of product innovation and flexible strategy. Statistical population consists of 95 managers of Iran Khodro Company. The sample size is 76person according to the Corsican and Morgan table, and a simple random sampling method was used to sample the statistical population. Cronbach's alpha coefficient was used to determine the reliability of the questionnaires and content validity was used to determine the validity of the questionnaire. In order to analyze data at the level of descriptive statistics, indicators such as frequency and percentage and drawing of tables and graphs, and at the level of inferential statistics, structural equations modelling have been used. The results of the research indicate that the capability of customers' mental involvement to product innovation and company performance, product innovation and flexible strategy affect company performance as well as external marketing capability on company strategy and company performance. Therefore Product innovation has also played a mediating role between the impact of customers' mental involvement on the company's performance and the flexible strategy has played a mediating role in influencing external marketing on the company's performance. Manuscript profile

Open Access Article

5 - Influencing the Effect of Export Market Orientation on Export Performance: Mediating Role of Marketing Effectiveness and Marketing Capabilities (Case Study: Export Companies in Ahvaz)
Atefeh Bagheri kahyesh Ghasem Bakhshandeh

The present study investigates the effect of export market orientation on export performance with the mediating role of marketing effectiveness and marketing capabilities. This research is a casual nature, applied in terms of purpose, cross-sectional in terms of type an More

The present study investigates the effect of export market orientation on export performance with the mediating role of marketing effectiveness and marketing capabilities. This research is a casual nature, applied in terms of purpose, cross-sectional in terms of type and in terms of collecting data is descriptive-survey. The data collection tool was a questionnaire with 47 questions with 5-point Likert scale. The statistical population of this study is the managers and supervisors of export-related departments in export companies in Ahvaz. Given that the level of analysis of this study was companies, the questionnaire was distributed among all companies by census and finally 85 questionnaires were collected from 30 companies. The obtained data were analyzed using SPSS and Smart-PLS software. Findings showed that export market orientation has a positive and significant effect on marketing effectiveness and marketing capabilities; Marketing capabilities and marketing effectiveness also had a positive and significant effect on export performance, but the effect of export market orientation on export performance was not significant. In addition, the findings of testing the mediator hypotheses by the Sobel test method also showed that marketing capabilities and marketing effectiveness play a mediating role in the impact of export market orientation on export performance.   Manuscript profile

Open Access Article

6 - A Paradigmatic Model on the Role of Electronic Marketing Capabilities in Promoting Iranian Carpet Export Capacity
Zahra Naeini Peikani Shahnaz Nayebzadeh Sayyed Hasan Hataminasab

10.30495/jsm.2021.678901

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Open Access Article

7 - Agile marketing Systemability Statistic Model
Mahdi Abedini Samad Aali Morteza Honarmand Azimi Mojtaba Maleki

The purpose of this research was to design the concept of corporate systematization in the implementation and implementation of agile marketing skills in small and medium-sized companies in order to capture emerging commercial markets. This research has a fundamental an More

The purpose of this research was to design the concept of corporate systematization in the implementation and implementation of agile marketing skills in small and medium-sized companies in order to capture emerging commercial markets. This research has a fundamental and mixed approach. Qualitative findings have been analyzed with thematic analysis process and quantitative findings with confirmatory factor analysis. Qualitative data collection was done with field observations and 17 semi-structured interviews. Quantitative data was also collected with a questionnaire. The statistical population of the quantitative part included those small and medium-sized industrial enterprises active in East Azarbaijan province, which until the time of data collection for the present research, have implemented and implemented agile marketing approaches at different levels or are in the transition phase from Traditional approaches and transition to new marketing technologies, especially agile marketing. Sampling was carried out non-randomly and by chain method in the number of 258 companies. Finally, the agile marketing systematization model was extracted from the theme analysis of 1221 open codes without repetition, which are divided into 51 basic themes, 13 organizing themes and 2 overarching themes. In the following, the mentioned model was subjected to statistical test and validation with the confirmatory factor analysis approach. Manuscript profile

Open Access Article

8 - The Effect of the Coronavirus Disease Pandemic on Efficiency with the Mediating Role of Marketing Capabilities and Strategic Orientation: A Case Study of Small and Medium-Sized Businesses of Tehran Province
Dariush Tahmasebi Hashem Aghazade

10.30495/qjopm.2022.1957717.3364

Today, with the rapid spread of the Corona pandemic, problems have arisen for businesses, especially small and medium-sized businesses. On the other hand, marketing capabilities are considered essential in determining the heterogeneous evaluation of product quality for More

Today, with the rapid spread of the Corona pandemic, problems have arisen for businesses, especially small and medium-sized businesses. On the other hand, marketing capabilities are considered essential in determining the heterogeneous evaluation of product quality for customers, which helps the strategic direction of small and medium-sized businesses in the critical conditions of the Corona pandemic. Hence, the purpose of the current research was to explain the effect of the Corona pandemic on efficiency considering the mediating role of marketing capabilities and strategic orientation. The direction of the research was applied and descriptive in terms of purpose. The statistical population of the research included 2200 managers and senior employees of small and medium-sized businesses in Tehran province, from among whom, a sample of 335 people was recruited using a stratified sampling procedure. A survey method was used for the data collection and PLS method was used for the data analysis. Based on the results, the effect of the Corona disease pandemic on efficiency, marketing capabilities and strategic orientation and the role of strategic orientation on efficiency were confirmed. Moreover, the indirect role of mediating variables of marketing capabilities and strategic orientation in the relationship between the Corona disease pandemic and efficiency was confirmed. However, the effect of marketing capabilities on performance was rejected. This research advises senior managers of small and medium-sized businesses to pay extra attention to strategic orientation and marketing capabilities in order to reduce threats and increase the possibility of survival and take advantage of future opportunities in the post-corona era. Manuscript profile

Open Access Article

9 - The Diamond Model of Digital Marketing Capabilities in Chain Stores with an Approach to Improving Productivity
Tahmooreth Hasanqolipouriasori Maryam Osati Mohammad Aghaei Masoud Keimasi

10.30495/qjopm.2023.1961564.3394

The present study is an attempt to present a model of digital marketing capabilities in chain stores since, in recent years, customers tend to shop online to gain faster and easier services as well as new experiences, and digital marketing is tied with new concepts and More

The present study is an attempt to present a model of digital marketing capabilities in chain stores since, in recent years, customers tend to shop online to gain faster and easier services as well as new experiences, and digital marketing is tied with new concepts and terms such as Martech, Figital and Next technologies. However, the challenges and risks inherent in online digital shopping can erode trust and lead to subpar customer experiences, prompting shoppers to withdraw from the platform. Despite the importance of this issue, there is no model for digital marketing capabilities in chain stores so that the managers of these stores can identify their strengths and weaknesses, as well as their competitive advantage in this area. In this qualitative study, semi-structured interviews were conducted with 12 experts in marketing, information technology and chain stores of the country, using the qualitative data-based approach (Glaser), which was followed by open, selective and theoretical coding of the data using Maxqda software. Moreover, a systematic review of the previous research was done to enrich the dimensions extracted from the interviews, and based on this, the diamond model of digital marketing capabilities in chain stores was presented, which includes five dimensions: Martech Capability-Maintenance Technologies, Martech Capability-Transformational Technologies, Networking Capability, Digital Relations Capability and Marketing Capability for the Next Best Action, all of which result in the digital customer experience. Among the above mentioned dimensions, martech-transformative technologies due to the existence of the important components such as blockchain and artificial intelligence and the dimension of Next best action marketing are called meta-capabilities. Chain stores, using this model, can measure the level of their digital marketing capabilities and plan to achieve their desired situation. Manuscript profile

Open Access Article

10 - طراحی استراتژی های بازاریابی محصول کیوی جهت ورود به بازارهای بین المللی به روش گراندد تئوری و روش SWOT(مطالعه موردی: شرکت امین کاسپین شمال)
مهدیه مددخواه ابراهیم چیرانی مریم اوشک سرایی

با توجه به حمایت دولت از صادرات غیرنفتی و اهمیت کشت و اشتغالزایی کیوی در استان های شمالی کشور از یک طرف و محدودیت در نحوه توزیع و همچنین رقابت کشورهای تولید کننده در بازارهای جهانی لازم است میزان آمادگی شرکت امین کاسپین شمال در صادرات کیوی برای ورود به بازار جهانی و عوا More

با توجه به حمایت دولت از صادرات غیرنفتی و اهمیت کشت و اشتغالزایی کیوی در استان های شمالی کشور از یک طرف و محدودیت در نحوه توزیع و همچنین رقابت کشورهای تولید کننده در بازارهای جهانی لازم است میزان آمادگی شرکت امین کاسپین شمال در صادرات کیوی برای ورود به بازار جهانی و عوامل موثر بر آن مورد بررسی قرار گیرد.روش این تحقیق توصیفی که بر مبنای فرآیند مطالعات استراتژیک انجام شد و به لحاظ هدف کاربردی و دارای رویکرد کیفی بوده و از روش گراندد تئوری و ماتریس swot جهت طراحی استراتژی استفاده شده است. براساس یافته های پژوهش و پس از تجزیه و تحلیل اطلاعات نتیجه ماتریس ارزیابی عوامل داخلی عدد 2.08 و نتیجه ماتریس ارزیابی عوامل خارجی عدد2.24 محاسبه و تعیین شد و موقعیت استراتژیک شرکت امین کاسپین شمال در وضعیت تدافعی قرار گرفت. Manuscript profile

Open Access Article

11 - Designing an Integrated Development Model to Evaluate the Marketing Capabilities Criteria in Tejarat Bank: Explain the Resource-Based View
Sayed Mehdi Ahmadi Afshar abbas heidari mina jamshidi

As the competitive environment becomes more complex and unpredictable, banks rely on using superior approaches and developing their competencies and capabilities in the face of uncertainty to create a competitive advantage and achieve business goals. From a resource-bas More

As the competitive environment becomes more complex and unpredictable, banks rely on using superior approaches and developing their competencies and capabilities in the face of uncertainty to create a competitive advantage and achieve business goals. From a resource-based perspective, identifying a competitive position depends on identifying the sources of competitiveness to create a sustainable competitive advantage in the long run. The purpose of this study is to identify and determine the marketing capability indicators that have the greatest impact on the competitive advantage of Tejarat Bank. Based on the resource-based view, the marketing capabilitiy criteria were comprehensively identified through documentary study and with the help of fuzzy Delphi method and the opinion of 15 experts. In order to structure the relationships between the marketing capabilities criteria, Interpretive Structural Modeling was used and by developing an integrated model to measure the effectiveness of the.The results showed that “external communications” and “analysis and formulation of the strategy” crieria are important and vital criteria that are considered as the basis of marketing capability structure and have the effectiveness. Manuscript profile

Open Access Article

12 - Agility in marketing capabilities, design and prioritization of criteria - studied health tourism
anoosh omidi Alireza Pooya Hadi Bastam Ali Hosein zadeh

AbstractThe pace of change in today's world has led businesses to take agility and upgrade essential capabilities to meet environmental challenges. Agility, or the ability to adapt quickly and in a timely manner to changing international markets at low cost and high add More

AbstractThe pace of change in today's world has led businesses to take agility and upgrade essential capabilities to meet environmental challenges. Agility, or the ability to adapt quickly and in a timely manner to changing international markets at low cost and high added value, must be considered in marketing capabilities. Therefore, in the present study, after presenting the model with a qualitative approach through in-depth semi-structured interviews with health tourism industry experts, university professors and identifying the agility dimensions of marketing capabilities, in the next step using the best-worst method BWM (by selected experts In the health tourism industry), which is one of the newest and most accurate weighting techniques, the importance and prioritization of the obtained concepts have been determined. The results of this research led to the ranking of 14 main concepts that were presented in the form of a paradigm model and their priority was determined. Manuscript profile

Open Access Article

13 - Exploratory Factor Analysis and Confirmatory Factor Analysis of Marketing Capabilities of Bank Melli Iran Brand in Tehran Province
mohammad najafzadeh ziaodin Sayyed Abbas Heidari Bahram Kheiri

Background: Marketing capabilities, if high in companies, will enable them to obtain information about competitors' actions and reactions, create special value for their customers and create barriers to the entry of competitors and prevent their threats.Objective: Explo More

Background: Marketing capabilities, if high in companies, will enable them to obtain information about competitors' actions and reactions, create special value for their customers and create barriers to the entry of competitors and prevent their threats.Objective: Exploratory factor analysis and confirmatory factor analysis of marketing capabilities of Melli Bank of Iran brand in Tehran province. Materials and Methods: In terms of the type of research, the research was applied and based on the path in terms of descriptive type, based on cross-sectional time and based on the implementation of the field type that was conducted in Melli Bank of Tehran. The type and method of research in this research is descriptive method. Results: For all models, the value of the division of kai statistics 2 to the degree of freedom less than 2 and the amount of RMSEA was less than 08.0, so it can be concluded that the mentioned models have a good fit. Manuscript profile

Open Access Article

14 - Representing a model for measuring social responsibility in Tejarat Bank by brand orientation approach
Reza Jafari Afshar Seyyed Abbas Heidari

Abstract Nowadays social responsibility is key factors for organizations. Because it effects on lots of organizational outputs and most ones try to develop their social responsibilities for improving their reputation. In the current research, a model for measuring socia More

Abstract Nowadays social responsibility is key factors for organizations. Because it effects on lots of organizational outputs and most ones try to develop their social responsibilities for improving their reputation. In the current research, a model for measuring social responsibility was represented. The research was done by mix method (qualitative and quantitative). Statistical society in qualitative part includes 10 experts and in quantitative one contains 213 employees and managers in levels of Tejarat bank from which 213 ones were selected by Cochran sampling formula. First of all, emphasizing views of Tejarat Bank experts, preliminary model includes three dimensions, nine components and 45 indices was extracted. Continuously applying structural equation model in LISREL software environment the extracted model was tested and finally final definitive model of social responsibility includes customer orientation (contains accountability and service quality), legal and ethical factors (contains stakeholders, employees, members of society and organizational activities) and attending to environment (contains environmental factors, internet marketing and representing internet services) was gained. Regarding high influence of legal and ethical factor on Tejarat Bank brand development, legal and ethical approach is suggested for the bank. Keywords: marketing capabilities, customer orientation, legal and ethical factors, attending to environment Manuscript profile

Open Access Article

15 - Provide a model of strategic marketing capabilities based on competitive advantage in the banking industry based on the foundation data approach
Vahid javaheri abbas heydari Bahram Kheiri

The present study aims to provide a model of strategic marketing capabilities based on competitive advantage in the banking industry based on the foundation data approach. The research method is qualitative and based on data theory of the foundation. Semi-structured int More

The present study aims to provide a model of strategic marketing capabilities based on competitive advantage in the banking industry based on the foundation data approach. The research method is qualitative and based on data theory of the foundation. Semi-structured interviews were used to collect data and data analysis was performed by Strauss and Corbin method and paradigm model. Sampling was theoretical sampling method and was done using targeted (judgmental) techniques. According to the systematic model of data foundation theory, 15 people were selected for the statistical community of experts and managers with experience in the banking industry. The findings of this study indicate that for the successful implementation of a strategic marketing model based on competitive advantage Develop a positive understanding of marketing more in the field of competitive advantage activities. They can also provide a better picture of their services by emphasizing strategic marketing capabilities in order to pay attention to competitive patterns and take steps to develop a competitive advantage. In addition, this study warns managers about the need to pay attention to strategic marketing capabilities based on competitive advantage in the banking industry. Manuscript profile

Open Access Article

16 - Conceptual framework of export marketing capabilities based on competitive advantage
mahboubeh derakhshandeh kamel kamali masoureh aligholi

Inadequate export performance of Iranian companies has always been one of the concerns of business managers. In this regard, the present study aims to develop a conceptual framework of export marketing capabilities based on competitive advantage in the food industry. Th More

Inadequate export performance of Iranian companies has always been one of the concerns of business managers. In this regard, the present study aims to develop a conceptual framework of export marketing capabilities based on competitive advantage in the food industry. This study is an applied goal in terms of implementation method in the form of a descriptive-survey research with a cross-sectional approach. The statistical population includes the senior managers, deputies and supervisors of the top 10 export companies of 191 people, of which a sample of 130 people was selected using the Cochran's formula. In this study, a questionnaire including 7 dimensions and 36 questions was used to collect information to test the hypotheses. The validity of the questionnaire was confirmed using content validity method and convergent validity and the reliability of the questionnaire was calculated by calculating Cronbach's alpha coefficient and combined reliability. To test the hypotheses, the partial least squares technique and Smart PLS software were used. The results of testing the research hypotheses showed that marketing capabilities have a positive and significant effect on product innovation, distribution channels . Manuscript profile

Open Access Article

17 - Provide a Strategic Model based on Machine Learning Approach to Automatically Opinion Assessment and Explore Product Information in Digital Marketing
Alireza AshouriRoudposhti hormoz mehrani Karim Hamdi

The present study has tried to provide an automated strategic model for classifying and exploring the opinions presented about a particular product, brand or service by using machine learning and survey techniques. Applying such a strategic model can be very effective i More

The present study has tried to provide an automated strategic model for classifying and exploring the opinions presented about a particular product, brand or service by using machine learning and survey techniques. Applying such a strategic model can be very effective in identifying the characteristics of brands and factor clustering between them and provide very valuable information in this regard. The results of this evaluation can be used in the development of marketing management strategies and quantitative or qualitative improvement of this factor. The model based on machine learning and deep neural network identifies related opinions, measures different characteristics at different levels of evaluation, and automatically categorizes opinions depending on the quality of the presentation. The output of this model is efficiently imported by using marketing capabilities to improve the sales of defined goods / brands / services. The data set used in this study is related to the collection of comments of Persian language users of the online sales site of Digikala and Holokish, which was uploaded as an educational-experimental (70% educational data and 30% experimental data) in three alternate models in order to identify and the classification of the various properties of the goods and services provided in the dataset has been used. The proposed model uses error functions to calculate the amount of computational error to evaluate the capability to be able to provide the degree of deviation from the correct values for its predicted information. For this purpose, the mean square error and the square root mean square error have been used. The results show the high accuracy of the model of evaluations and prediction of different conditions. Manuscript profile

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