The Effect of Marketing, Innovation and Learning Capabilities on Organization’s Performance (Case study: Tabriz Petrochemical Company)

• Main Authors: Seyed Mohammad nopsandasiel, Asmaeyl ramazan pour, Payman Attari Asl
• Format: Article
• Language: fas
• Published: Islamic Azad University, Tabriz Branch 2016-05-01
• Series: مدیریت بهره وری
• Subjects: marketing capability; innovation capability; learning capability; organization performance; tabriz petrochemical company
• Online Access: http://jpm.iaut.ac.ir/article_523176_8a7662180a6d1bfb3172b9fa660f9584.pdf

To achieve higher performance is the goal which organizations implement different approaches to reach. Capabilities play a great role in gaining competitive advantages for organizations, namely capabilities of marketing, innovation and learning. While most of the studies on the effect of every one of these on performance has been examined separately, in this study effort has been made to introduce an integrated model to examine the simultaneous effect of all three complementary integrated elements on organization performance. In order to do so, to measure the effect of capability of marketing, innovation and learning on the performance of Tabriz Petrochemical Company, 265 questionnaires were distributed among the employees holding B.S. and higher degrees, out of which 255 were eligible to analyze. In this study we used SPSS and LISREL softwares to analyze the data .The results of the study indicate that there is a meaningful relation between marketing capability and organization's performance. It also shows that there is a meaningful relation between innovation capability and learning capability with the performance of the organization. It also suggests that there is a meaningful relation between marketing, innovation and learning capabilities as a complementary bundle with the performance of organization.