Marketing Science and Technology Journal
Dynamic Marketing Capabilities and Organizational Performance: The mediating role of Operational Marketing capabilities
Authors
1 Msc. Marketing Management, Department of Management, Ferdowsi University of Mashhad, Mashhad, Iran
2 Professor, Department of Management, Ferdowsi University of Mashhad, Mashhad, Iran
3 PhD, Marketing Management, Alzahra university of Tehran, Tehran, Iran
Abstract
This study draws on the dynamic capabilities theory to elaborate further on the active role of dynamic marketing capabilities in the food industry. This is always recommended by previous scholars to remeasure and reexamine the operational model of dynamic capabilities to provide practical recommendations for executive managers in different parts of the industry. Hence, this study aims to examine the indirect relationship between dynamic capabilities and organizational performance through operational marketing capabilities. A questionnaire was designed and data came from 84 senior executives from 107 food firms in Iran. Our results indicate that dynamic marketing capabilities are critical in the reinforcing and reconfiguration of operational marketing capabilities and this can lead to enhanced organizational performance. Finally, several recommendations for managers and future studies are presented.
Keywords
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