HA435 : Investigating the Role of Technology capability and Competitive Advantage in Industry in the Relationship between Market -baxsed and Marketing Performance With the Moderation Role of Competition Intensity (The Case of Study: knowledge-baxsed companies in Khorasan Razavi province)
Thesis > Central Library of Shahrood University > Industrial Engineering & Management > MSc > 2023
Authors:
Mohammad bagher Mohazab Torabi [Author], Seyed Mohammad Hassan Hosseini[Supervisor], Seyed Hosein Seyedi[Advisor]
Abstarct: Today, companies with superior performance in various industries are moving towards maintaining their commercial position and improving it and acquiring and attracting new domestic and foreign markets in order to grow the organization and make better profits. Therefore, improving the performance and finding a way that can bring this success to the organization is an issue that has always attracted the minds of senior managers of organizations. The purpose of this research is to investigate the mediating role of technological capability and competitive advantage in the industry in the relationship between market orientation and market performance, considering the moderating role of competition intensity in knowledge-baxsed companies of Razavi Khorasan province. Statistical data processing was done at the descxriptive level with SPSS and at the inferential level using structural equations and SmartPLS4 software. Descxriptive-survey and applied research methods and sampling methods are available, which have been collected from senior managers, marketing and sales of knowledge-baxsed companies in Razavi Khorasan province. The research tool was a standard questionnaire that was finalized after modification and opinion of experts and university professors. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and the inferential testing of the hypotheses showed that there is a relationship between market orientation and technological capability and competitive advantage. There is a relationship between market orientation and competitive advantage due to the moderating role of competition intensity. There is a relationship between technological capability and competitive advantage with market performance. There is a relationship between market orientation and market performance through the mediating role of technological capability and competitive advantage.
Keywords:
#market orientation #competitive advantage #competition intensity #technology capability #market performance. Keeping place: Central Library of Shahrood University
Visitor: