List of Articles Marketing capacity

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  1 - Presenting a strategic model of marketing capacities and its impact on performance in order to develop open innovation in Khuzestan steel industry
  azadeh taj amir leila Andervazh mohammad hosseinpour
  10.30495/jomm.2022.63093.1867
  Introduction: Marketing capacity is a mechanism that enables organizations to implement their strategies in a competitive environment. Using these capabilities, organizations can improve their performance in today's competitive environment by using their physical resour More

  Introduction: Marketing capacity is a mechanism that enables organizations to implement their strategies in a competitive environment. Using these capabilities, organizations can improve their performance in today's competitive environment by using their physical resources and intellectual and strategic assets. The purpose of this study is to present a model of marketing capacity in the Khuzestan steel industry and its impact on the company's performance in developing open innovation. Method: The method of the present study is a combination that was performed in two qualitative and quantitative stages using data theory of the foundation. Qualitative stage data were collected through interviews with 15 experts in the field of marketing who were selected through purposive sampling and analyzed with Maxqda software. Qualitative data analysis software. Results: The results obtained from the analysis of theoretical foundations and research interviews, led to the final model of marketing capacity, which has 10 main categories of product, distribution network, market, customer, competitor analysis, advertising, brand, management strategies, and technological strategies. And training. Analysis of competitors, customers and products in the role of "underlying 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 capacity in the role of the "main category" and the company's performance in the role of "consequence" have been identified. The researcher-made marketing capacities that resulted from the results of the qualitative sector and in the quantitative sector, considering the importance of open innovation to be a market leader in the steel industry, the company's performance was measured based on open innovation. Was analyzed. Findings indicated a good fit of the proposed model. Manuscript profile
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  2 - Presenting a strategic model of marketing capacities and its impact on financial performance in order to develop investment in Khuzestan steel industry
  azadeh tajamir leila Andervazh mohammad hossinpour
  The purpose of this study is to present a model of marketing capacity in Khuzestan steel industry and its impact on financial performance in order to develop investment. The method of the present study is mix method with an exploratory design that was performed through More

  The purpose of this study is to present a model of marketing capacity in Khuzestan steel industry and its impact on financial performance in order to develop investment. The method of the present study is mix method with an exploratory design that was performed through two qualitative and quantitative stages using the data theory of the foundation. In Qualitative stage data were collected through interviews with 15 experts and marketing experts who were selected through purposive sampling method and analyzed with Maxqda software. The results of the analysis of theoretical foundations and research interviews led to the final model of marketing capacity, which has 7 main categories of product, distribution, market, customer, competitor analysis, advertising and brand. Competitors analysis and product in the role of "underlying factors" of the market in the role of "intervening conditions", advertising, brand and distribution network in the role of "strategies and strategies" and the role of marketing capacity in the role of "outcome" have been identified. In order to fit the mentioned model, 200 employees of Khuzestan Steel Industry who were selected by random sampling method, answered the researcher-made marketing capacity questionnaire that resulted from the results of the quality section and also Financial dimension of Kaplan and Norton (2001) organizational performance questionnaire. Data were analyzed using LISREL software. Findings indicated a good fit of the proposed model Manuscript profile
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  3 - The effect of innovation capability and organization marketing capacity on export marketing performance
  hossein norouzi Shayan Kanani Tehrani Fatemeh Darvish
  The main purpose of this study is to determine the effect of innovation capability and organization marketing capacity on export marketing performance in the dried fruit industry. This research is descriptive-survey (cross-sectional) in terms of method and in terms of p More

  The main purpose of this study is to determine the effect of innovation capability and organization marketing capacity on export marketing performance in the dried fruit industry. This research is descriptive-survey (cross-sectional) in terms of method and in terms of purpose is applied research and in terms of type is in the field of applied research. The statistical population of this study is all managers and practitioners of dried fruit industries active in Tehran. A sample of 340 people were selected and studied by the available non-probabilistic sampling method. The validity of the questionnaire was confirmed by KMO test and the reliability of the questionnaire was confirmed by Cronbach's alpha coefficient. Also, all stages of testing and analysis of hypotheses were performed using SPSS V: 23.0 and AMOS V: 18. The results of the analysis showed that the innovation capability has a positive and significant effect on the types of innovation in the dried fruit industry. Also, the types of innovation have a significant effect on the performance of innovation. On the other hand, the results indicate that the performance of innovation and marketing capacity and its dimensions have a positive and significant effect on the performance of export marketing. Manuscript profile
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  4 - Relationship between strategic orientation and loyal customers emphasizing marketing capability
  Mahdi Abdolazimi Heris hosseyn rahimi kalvar fatemeh  hosenzadeh jenagurd
  In the competitive environment of banks, creating value through effective relationships with customers is very important. To survive in this environment, banks need to provide new and cost-effective services to their customers. Customer loyalty and maintaining profitabl More

  In the competitive environment of banks, creating value through effective relationships with customers is very important. To survive in this environment, banks need to provide new and cost-effective services to their customers. Customer loyalty and maintaining profitable relationships with them is one of the main priorities of banks. The purpose of the current research is the relationship between strategic orientation and loyal customers, emphasizing the marketing capacity. The mentioned research was applied in terms of purpose and in terms of the method of collecting descriptive-correlational information and in terms of field implementation. The statistical population includes all employees of Sepah Bank and several clients of Ardabil City, and the sample number was selected based on Cochran's formula of 384 people. The main tool for collecting information in this research was three types of standard questionnaires. The collected data have been analyzed using SPSS and LISREL software. In this research, the path coefficients for different components of the hypotheses have been investigated. The results have shown that customer orientation, competitor orientation, cost orientation, innovation orientation, marketing capacity, and strategic orientation all significantly affect customer loyalty. These findings show that banks' strategies and strategies significantly affect customer loyalty, and effective planning in this field can help improve customer relationships and increase banks' income. Manuscript profile