The Impact of Essential Capabilities of Marketing on the Performance of Knowledge-Based Enterprises
Subject Areas : Science and Technology Parks and Incubatorsmajid namakian 1 * , omid ali kahrizi 2
1 -
2 -
Keywords: Marketing Marketing Capabilities Marketing Knowledge Enterprises,
Abstract :
Abstract Today, leading companies try to maximize their profitability by paying attention to important factors for their customers. This is the most important reason of their success and it is base on marketing. Therefore, the present research seeks to identify and prioritize the essential marketing capabilities on the performance of knowledge-based companies in a science and technology park. The current research is one of the descriptive-survey research in terms of implementations and data collection method. The statistical population of this study is 750 people and the sample is 254 employees and managers of knowledge-based companies in Kermanshah science and Technology Park. A researcher-made questionnaire was developed. Whose validity was confirmed by the professors and experts of the university and experts in the Science and Technology Park. The Cronbach Alpha value of the knowledge-based companies of 906/0 and the essential capabilities of marketing were all above 0.70, which indicates acceptable reliability. The results of Pearson correlation coefficient showed that there is a positive and significant correlation between marketing capabilities and performance of knowledge-based companies, and research variables with a 99% confidence level have a meaningful relationship and all relationships at error level 1 / 0 were verified. Further more, the results of regression showed that "services marketing", "Internet marketing" and "marketing of new products" affect the performance of knowledge-based companies. Finally, based on the results of Friedman test, the international marketing and export dimensions with the score of 7.61 have the highest impact and services and Internet marketing are in the next categories.
1- کاتلر، فیلیپ و آرمسترانگ، گری. "اصول بازاریابی"، ترجمه بهمن فروزنده، تهران: نشر آتروپات، 1384.
2- رضایی دولت‌آبادی، حسین و خائف‌الهی، احمد. "مدلی برای تعیین میزان تأثیر بازار‌گرایی با توجه به قابلیت بازاریابی"، دوره 10، شماره 1، 1384.
3- حسینی، مریم‌السادات، "ارتباط قابلیت بازاریابی شرکت‌های بازار‌گرا با عملکرد شرکت"، پایان‌نامه کارشناسی‌ارشد دانشگاه الزهرا، 1388.
4- قلي‌پور، مجتبي و وحدت آزاد، محمدعلي و صالح اولياء، محمد و خادمي زارع، حسن "شناسايي و اولويت‌بندي چالش‌هاي شرکت‌هاي دانش‌بنيان با استفاده از روش شبکه عصبي مصنوعي" (مطالعه موردي: شرکت‌هاي دانش‌بنيان يزد)، فصل‌نامه رشد فناوري، سال دوازدهم، شماره 2، 1394.
5- ربيعي، علي و علي‌اکبري، سميرا و محمودخاني، زهرا." رتبه‌بندي چالش‌هاي توسعه محصول جديد در شرکت‌هاي دانش‌بنيان"، پژوهکده سياست‌گذاري علم فناوري و صنعت دانشگاه صنعتي شريف، دومين همايش ملي مديريت پژوهش و فناوري، 1390.
6- بهبودی، داوود و امیری، بهزاد. "رابطه بلندمدت اقتصاد دانش‌بنیان و رشد اقتصادی در ایران"، سیاست علم و فناوری بهار و تابستان، 2(4):23-32، 1389.
7- دهدشتی شاهرخ، زهره. "ناطق، محمد، احسانی، راضیه، تبیین رابطه قابلیت‌های بازاریابی و عملکرد مالی سازمان"، مدیریت بازرگانی، دوره 9: 103-128، 1396.
8- اورک، فرزانه و بابایی زکلیکی، محمدعلی. "ارزیابی ارتباط بین قابلیت‌های بازاریابی و عملکرد سازمان در شرکت‌های تولیدکننده موادغذایی در شهر تهران"، مدیریت برند، 2(2)، 147-176، 1394.
9- حمیدیزاده، محمدرضا، خیرخواه عسکرآباد، محمدرضا. "بررسی تأثیر قابلیت‌های مدیریت دانش بازاریابی بر عملکرد سازمان در صنعت پتروشیمی"، کاوش‌های مدیریت بازرگانی، سال 4، شماره 8، صص 35-40، 1391.
10- نورالهی، سمیه، کفاشپور، آذر، حدادیان، علیرضا. "بررسی تأثیر قابلیت‌های بازاریابی بر عملکرد بازار به واسطه متغیر خلق ارزش برتر برای مشتری در صنایع غذایی شهرک صنعتی مشهد"، دومین همایش ملی علوم مدیریت نوین، گرگان، 1392.
11- Siegel, D.S., Westhead, P. and Wright, M., “Science parks and the performance of new technology-based firms: a review of recent UK evidence and an agenda for future research”. Small business economics, 20(2), pp.177-184, 2003.
12- Slater, S.F. & Olson, E.M., “Strategy performance: the influence of sales force management”, Strategic Management Journal, 21 (8), 813-29, 2000.
13- O'Cass, A., & Weerawardena, J., “The effects of perceived industry competitive intensity and marketing-related capabilities: Drivers of superior brand performance”, Industrial Marketing Management 39, 571–581, 2010.
14- Vorhies Douglas W., Michael Harker & Rao, C.P., “The capabilities and performance advantages of market-driven firms”. European Journal of Marketing, Vol. 33, No. 11/12, 1171-1202.
15- -O'Shea, R. J. Allen, T. O'Gorman, C. Roche, F. "Universities an Technology Transfer: A Review of Academic Entrepreneurship Literature." The Irish Journal Of Management. Vol 29. pp.11-29, 2006.
16- -Pettigrew, Andrew & Silvia Massini & Tsuyosh, Numagami. Innovative forms of organising in Europe and Japan. European Management Journal. 18(3), 2000.
17- Grinstein, A., & Goldman, A. Characterizing the technology firm: An exploratory study. Research Policy, 35(1), 121 -143, 2006.
18- Al Natsheh, A., Gbadegeshin, S. A., Rimpiläinen, A., Imamovic-Tokalic I., & Zambrano, A., “Identifying the Challenges in Commercializing High Technology: A Case Study of Quantum Key Distribution Technology”, Technology Innovation Management Review, 5(1): 26–36. http://timreview.ca/article/864, 2015.
19- Gliga, G. & Evers, N., Marketing challenges for high - tech SMEs, Innovative Marketing, Volume 6, Issue 3, 2010:104-112, 2010.
20- Akdeniz, M. Billur, Gonzalez – Padron, Tracy & Calantone, Roger J., An integrated marketing capability benchmark approach to dealer performance through parametric and nonparametric analyses. Industrial Marketing Management 39, 150–160, 2010.
21- O'Cass, Aron & Weerawardena, Jay. The effects of perceived industry competitive intensity and marketing-related capabilities: Drivers of superior brand performance. Industrial Marketing Management 39, 571–581, 2010.
22- Afzal, Sarwat, Bukhari, Khadam Ali Shah, Online at, mpra.ub.uni-muenchen.de/23642/MPRA Paper No. 236, 2009.
23- Ahmed, M. U., Kristal, M.M. & Pagell, M., “Impact of operational and marketing capabilities on firm performance: Evidence from economic growth and downturns”. International Journal of Production Economics, 154, 59-71, 2014.
24- Akdeniz, M. Billur, Gonzalez – Padron, Tracy & Calantone, Roger J., “An integrated marketing capability benchmark approach to dealer performance through parametric and nonparametric analyses”, Industrial Marketing Management 39, 150–160, 2010.
25- Goldenberg, J., Lehmann, D. R., & Mazursky, D., “The idea itself and the circumstances of its emergence as predictors of new product success”, Management Science, 47(1), 69-84, 2001.
26- Gourio, F and L Rudanko. Customer capital. The Review of Economic Studies, 81(3), 1102–1136, 2014.
27- Ruiz-Ortega, M. J., & Garcia-Villaverde, P. M. Capabillities and competitive tactics influence: implications of the moment of entry. Journal of business research, 61(4), 332-345, 2008.
28- Kamboj, Shampy, Praveen Goyal, and Zillur Rahman. “A resource-based view on marketing capability, operations capability and financial performance: An empirical examination of mediating role”, Procedia-Social and Behavioral Sciences 189: 406-415, 2015.
29- Nath, P., Nachiappan, S., & Ramanathan, R. The effect of a market orientation on business profitability, opertions capability and diversification strategy on performance: A resource- based view. Instrial marketing management, 39(2), 209-224, 2010.
30- Mu, Jifeng. “Marketing capability, organizational adaptation and new product development performance”, Industrial Marketing Management 49: 151-166, 2015.
31- Chang, Tung-Zong, Rajiv Mehta, Su-Jane Chen, Pia Polsa, and Jolanta Mazur. “The effects of market orientation on effectiveness and efficiency: the case of automotive distribution channels in Finland and Poland”, Journal of Services Marketing 13, no. 4/5: 407-418, 1999.