Strategic Orientation and Marketing Capabilities

Document Type : Research

Authors

1 Associate professor,Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad (FUM)

2 Assistant Professor, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad (FUM)

3 MA in business Administration, Department of Economics and Administrative Sciences, Ferdowsi University of Mashhad (FUM).

Abstract

The purpose of this study is to investigate the influence of strategic orientation on the marketing capabilities in the organization. The nature of research method is survey-applied. For data gathering, the managers of Mellat bank in Mashhad were subject to distribute the questionnaire. The construct validity was investigated using the confirmatory factor analysis and Cronbach's alpha greater than .70 for different constructs of the questionnaire confirmed its reliability. The statistical method of structural equation modeling was used to test the hypotheses. Research results indicated that the customer orientation, competitor orientation and innovation orientation affected the marketing capabilities and the hypotheses concerning this relationships was confirmed. But, the cost orientation did not affect the marketing capabilities and the hypothesis concerning the influence of cost orientation on the marketing capabilities was not confirmed.

Keywords

References

 
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Journal of Strategic Management Studies
Volume 3, Issue 12
March 2013
Pages 145-166

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History

  • Receive Date: 07 August 2012
  • Revise Date: 14 June 2019
  • Accept Date: 11 October 2012

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