The Effect of Marketing Tactical Capabilities on the Financial Performance of the Firms: Meta-Analysis Approach
Publish place: Iranian Journal of Management Studies، Vol: 8، Issue: 1
Publish Year: 1394
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:
JR_JIJMS-8-1_005
تاریخ نمایه سازی: 7 شهریور 1402
Abstract:
Studying the effect of marketing tactical capabilities on the financial performance of the firms is now proposed as one of the most important priorities of marketing researches. However, the results of the studies in many academic fields that are conducted about a specific issue are usually contrasting. Meta-analysis is a research approach that helps the researcher to achieve a suitable combination of quantitative results of consistent and inconsistent studies in the past. Although various researches have been conducted, such contrast is also observed in the relation between marketing tactical capabilities and financial performance. Therefore, the purpose of this article was to propose and test a comprehensive model of the relation between marketing tactical capabilities and financial performance by critical reviewing of research literature on the basis of meta-analysis approach. The results show that marketing cross-functional capabilities and marketing dynamic capabilities are effective on organizational performance; however, no relation is observed between marketing specialized capabilities and organizational performance. Also, customer performance and market performance will have a positive effect on financial performance of the firm.
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Authors
باقر عسگرنژاد نوری
Department of Management, School of Administrative Sciences and Economics, University of Isfahan, Iran
علی صنایعی
Department of Management, School of Administrative Sciences and Economics, University of Isfahan, Iran
سعید فتحی
Department of Management, School of Administrative Sciences and Economics, University of Isfahan, Iran
علی کاظمی
Department of Management, School of Administrative Sciences and Economics, University of Isfahan, Iran