Investigating the Effect of Marketing Capabilities on the Performance of Food Manufacturing Companies with the Mediating Role of Marketing Strategies

Abstract

Considering the point that companies with stronger marketing capabilities and correct diagnosis of customer needs can improve marketing capabilities, this research aims to investigate the effect of marketing capabilities on the performance of food industry manufacturing companies with the mediating role of marketing strategies in Ahvaz Industrial Estates Company. took The current research is applied in terms of research purpose and according to the method; It is a causal description. The statistical population included managers and vice-presidents of food industry production companies in Ahvaz Industrial Estates Company, numbering 570 people, and using Cochran's formula, the number of 230 people was calculated as a sample. The tool used to collect data was the standard performance questionnaire, marketing capabilities, and the standard marketing strategies questionnaire of Casiolatti and Hayley (2016). The validity of the questionnaire was confirmed by expert professors and confirmatory factor analysis, and Cronbach's alpha coefficient was 0.85 for the entire questionnaire. Finally, the collected data were analyzed using SPSS and Lisrerl software. The results of data analysis showed that marketing capabilities have a positive and significant effect on company performance with the mediating role of marketing strategies.