نوع مقاله : مقاله پژوهشی
1 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران
2 گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت،دانشگاه ارومیه، ارومیه، ایران
عنوان مقاله [English]
The purpose of this study is to investigate the effect of marketing capabilities on the dimensions of the competitive strategy with the mediating role of dynamic management capability and the moderating role of competition intensity. The research method is descriptive-correlation. The statistical population of this research is the top managers of sample export companies. A standard questionnaire was used to collect data. Multivariate regression method based on structural equations using smart-pls 3 software was used to analyze the data. Findings showed that in the final model of this study, marketing capabilities have a significant effect on cost efficiency and marketing differentiation with a path coefficient of 0.500 and 0.457, respectively. The moderating role of competition intensity on cost efficiency and competitive differentiation was not significant. Also, the mediating role of dynamic management capability on the relationship between marketing capabilities and cost efficiency could not be justified, but on the relationship between marketing capabilities and marketing differentiation was significant. This indicates the importance of the dynamic management capability variable and it is recommended that the managers of export companies include dynamic management capability as an efficient variable in formulating their strategies.In addition, since the information ability of the market has the greatest effect on the formation of people and the company's strategic position, export manufacturers must carefully manage the development and strengthening of this ability for appropriate and effective design.