Examining the Effect of Industry Competitive Intensity: The Mediating Role of Marketing Capabilities and Market-Focused Learning

Document Type : Original Article

Authors

1 Associate Professor, Department of Business Management, University of Mazandaran, Babolsar, Mazandaran, Iran

2 Assistant Professor, Department of Business Management, University of Mazandaran, Babolsar, Mazandaran, Iran

3 PhD student in marketing, Faculty of Management and Economics, Azad University of Science and Research, Tehran, Iran

Abstract

The purpose of this paper is to explore the impact of industry competitive intensity on brand performance that marketing capabilities and market-focused learning and organizational innovation have the mediator role. Survey of top firms of Tehran Stock Exchange for the last 4 years is explored. We used questionnaire for gathering data and 77 firms of 92 responded to the questionnaire . In order to test the validity of the questionnaire Dillon - Goldstein (cρ =0/70) coefficient used. AVE was used to assess the validity of indicators that show the validity of the questionnaire have been favorable .This study analyzed the data in two levels of descriptive and inferential statistics using Smart PLS ,Spss18, Excel2007. To calculate the significant path coefficient and to gain the test statistic T we used Astrab boot ( via insertion of the sampling method ). The results show that industry competitive intensity has a positive and significant effect on brand performance and all hypotheses were confirmed . The mediation effect of marketing capabilities and market-focused learning and organizational innovation was approved too.

Keywords

Journal of International Marketing Modeling
Volume 2, Issue 2
September 2021
Pages 82-92

Files

Share

How to cite

Statistics