دانلود رایگان مقاله اثر نیرو صنعت جهت گیری بازار قابلیت بازاریابی عملکرد تجاری

abstract

This study examines the stability and relative importance of the effects of industry forces, market orientation, and marketing capabilities on business performance through partial least squares structural equation modeling (PLS-SEM) analysis of survey data (n = 568) from Japanese manufacturers over the course of three years (2009–2011). The findings indicate that the direct effect of marketing capabilities on performance is stable over the three years investigated. The results also suggest that marketing capabilities are the most important driver of performance, followed by industry forces, specifically, competitive rivalry and power of suppliers, and market orientation. Furthermore, market orientation has an indirect effect on performance through marketing capabilities. Marketing capabilities have a stronger effect on performance in cases of high competitive rivalry compared with those of low competitive rivalry. Within the different marketing capabilities, new product development and pricing are the primary factors. Channel management is more important in cases of high competitive rivalry.

5. Discussion and conclusions

This study examines the effects of industry forces, market orientation, and marketing capabilities on business performance by using PLS-SEM on three years (2009–2011) of survey data (n = 568) from Japanese manufacturers. The empirical results of the relative importance and stability of the above factors on business performance, based on the three years of survey data, are the most important contribution of this study. As a whole, the findings indicate that marketing capabilities have the strongest positive influence on business performance, followed by industry forces, specifically, competitive rivalry and power of suppliers, and market orientation. This is a noticeable pattern in the relative importance of these factors on performance. The results provide an answer to the research question proposed in Section 1: of industry forces, market orientation, and marketing capabilities, which specific factors have a stable effect on performance over the three years investigated? In answer to this question, this study shows that the direct effect of marketing capabilities on performance is strongly positive and stable over the three years investigated, an important finding of this study.