چکیده:
Purpose: Marketing capability is a mechanism that empowers organizations to implement their strategies in a competitive environment. With this approach, companies can demonstrate their customer-oriented culture to the market, linking both their physical and intellectual and strategic assets to valuable goods and services using innovative ideas and meeting customer needs. In this research, a model of value-creating and innovation-based marketing capabilities was developed with the aim of gaining customer satisfaction. Method: To design the model and develop hypotheses, library studies and interviews with a statistical population consisting of experts in the international transportation industry were used. Also, structural equation modeling technique was used to assess the validity of the model and test the hypotheses. Simple random sampling method was used to collect data. Findings: The results of the research showed that companies use two approaches of entrepreneurship-orientation and market-orientation in order to create perceived customer value in using their marketing capabilities. Findings also showed that entrepreneurial, market-oriented and innovative companies provide customer satisfaction more appropriately than competitors. Conclusion: Entrepreneurship and market orientation are two key approaches in using the marketing capabilities of businesses. Organizations can engage in intrapreneurship by reforming structures and methods, and engage in extrapreneurship by reforming communication and service methods. Market orientation is also a customer-based approach, and it is the organization's duty to put the customer at the center of its attention.
خلاصه ماشینی:
Value Creation of Marketing Capabilities with Emphasis on Entrepreneurship and Market Orientation; The Mediating Role of Innovative Attitude Mortaza Maleki Min Bash Rezgâh * Corresponding Author, Assistant Professor, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
3, 2014; Stanko, Molina-Castillo & Munuera-Aleman 4, 2012; Mizik & Jacobson 5, 2003; Mocciaro & Battista, 2005 and Spiteri & Dion 6, 2004).
Companies create the expected values of customers by using marketing capabilities (Eisenhardt & Martin 12, 2000) and direct them (Ketchen, Hult & Slater 13, 2007) a value that can result from innovation in product, brand (Ramaswami, Srivastava & Bhargava 14, 2009) or market and social environment (Trienekens, Wognum, Beulens & Van der Vorst 15, 2012).
Entrepreneurial orientation improves organizational performance through innovation (Wiklund & Shepherd 18, 2005) and is the company's tendency to create new ideas and creative thinking, which is characterized by providing technology-based services, products, and processes (Li, Huang & Tsia 19, 2009).
Market orientation is a new concept in the field of modern marketing that has attracted the attention of many researchers since the last three decades (Smirnova, Naudé, Henneberg, Mouzas & Kouchtch 2, 2011) and it is a form of creative flexibility that arises with the aim of creating value for market factors, with the customer at the forefront of all activities (Amini Khiabani & Hamdi, 1396).
Structural equation modeling with partial least squares method was used to assess the validity of the model, which is a suitable method for explaining the relationships between latent and indicator variables (Chin, Marcolin & Newsted 1, 2003; Eggert, Ulaga & Schultz 2, 2006; Sarkar, Echambadi & Harrison 3, 2001 and Slotegraaf & Dickson 4, 2004).
(
, 
, 
)
