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Shirkhodaie, Meysam, Alizadehsani, Mohsen, Masomi Aghbolagh, Sepideh. (1400). Examining the Effect of Industry Competitive Intensity: The Mediating Role of Marketing Capabilities and Market-Focused Learning. پژوهشنامه مدیریت اجرایی, 2(2), 82-92. doi: 10.22080/jimm.2021.21696.1020
Meysam Shirkhodaie; Mohsen Alizadehsani; Sepideh Masomi Aghbolagh. "Examining the Effect of Industry Competitive Intensity: The Mediating Role of Marketing Capabilities and Market-Focused Learning". پژوهشنامه مدیریت اجرایی, 2, 2, 1400, 82-92. doi: 10.22080/jimm.2021.21696.1020
Shirkhodaie, Meysam, Alizadehsani, Mohsen, Masomi Aghbolagh, Sepideh. (1400). 'Examining the Effect of Industry Competitive Intensity: The Mediating Role of Marketing Capabilities and Market-Focused Learning', پژوهشنامه مدیریت اجرایی, 2(2), pp. 82-92. doi: 10.22080/jimm.2021.21696.1020
Shirkhodaie, Meysam, Alizadehsani, Mohsen, Masomi Aghbolagh, Sepideh. Examining the Effect of Industry Competitive Intensity: The Mediating Role of Marketing Capabilities and Market-Focused Learning. پژوهشنامه مدیریت اجرایی, 1400; 2(2): 82-92. doi: 10.22080/jimm.2021.21696.1020

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

Journal of International Marketing Modeling
دوره 2، شماره 2، آذر 2021، صفحه 82-92    اصل مقاله (763.05 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22080/jimm.2021.21696.1020
نویسندگان
Meysam Shirkhodaie1؛ Mohsen Alizadehsani2؛ Sepideh Masomi Aghbolagh* 3
1Associate Professor, Department of Business Management, University of Mazandaran, Babolsar, Mazandaran, Iran
2Assistant Professor, Department of Business Management, University of Mazandaran, Babolsar, Mazandaran, Iran
3PhD student in marketing, Faculty of Management and Economics, Azad University of Science and Research, Tehran, Iran
تاریخ دریافت: 11 خرداد 1400،  تاریخ پذیرش: 04 تیر 1400 
چکیده
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.
کلیدواژه‌ها
Industry Competitive Intensity؛ Market-Focused Learning؛ Marketing Capability؛ Organizational Innovation؛ Brand Performance
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