چكيده به لاتين
Abstract:
Complex and dynamic modern markets require organizations to renew their resources and capabilities regularly. In recent years, marketing researchers are interested in the role of the marketing function in the development of dynamic capabilities, so that some researchers have introduced the new term "Dynamic Marketing Capability" and have identified some new marketing mechanisms to renew resources and capabilities, which contribute to sustainable competitive advantage and performance improvements.
Among the industries that are facing market dynamism, can mention to the High-tech industries. According to the importance of high-tech industries and the role of them in developing countries' industry, dynamic marketing capabilities are being used and researched frequently.
Based on the literature review, it seems that there is no research, which investigates the impact of dynamic marketing capabilities on firms' performance in Iran. Therefore, this research aims to investigate the impact of dynamic marketing capabilities on Iranian high-tech firms' performance.
In this regard, by reviewing the subject literature, Morgan’s framework (2012) chose as a basic and main framework. After that, by adding some indicators to the selected framework, the questionnaire for Investigating the Effect of Dynamic Marketing Capabilities on Firm Financial Performance was designed, and after confirming by the experts, distributed between two high-tech companies. IN order to fit of the model and investigating the research hypothesis, structural equation modeling based on Partial Least Squares (PLS) approach was used. The desirability of the reliability and the validity of the indicators presented in the research led to a suitable goodness of fit for measuring models.
The results show the positive impact of dynamic marketing capabilities on financial performance in High-tech industries that studied in this research. In addition, the relationship between the dynamic marketing capabilities examined by using fuzzy DEMATEL Technique.
Keywords: Dynamic capabilities, Dynamic marketing capabilities, Firm performance, Competitive advantage, High-tech industries
