innovation and marketing capabilities play a vital role in creating competitive advantage and superior marketing performance. However, little research has looked at these capabilities and their combined role on the organization’s performance.
Organizational improvement methods for success in the market have always been desirable for researchers and managers of the organizations; in this regard, attitudes to the capabilities and their impact on the performance of organizations are more important. Among the capabilities, innovation and marketing capabilities play a vital role in creating competitive advantage and superior marketing performance. However, little research has looked at these capabilities and their combined role on the organization’s performance. The present study provides a more comprehensive look at the relative contribution of innovation and marketing capabilities, their complementary role, and marketing support capabilities in organizational performance. With a resource-based approach on 100 small and medium-sized industrial organization located in the industrialized cities of the Markazi Province, the research suggests that innovation and marketing capabilities are positively and significantly related to the organization’s performance; moreover, These capabilities interact with each other to create synergy to achieve superior organizational performance.
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