The Interaction Effect of Market Sensing and Internal Market Orientation on Organizational Capabilities and Marketing Performance

الموضوعات

إدارة

الملخص

The success of every business depends on adapting itself to the environment within whichit functions. Therefore, the organization’s ability to sense environmental change andrespond willingly is a significant determination of success. However, literature searchreveals that the interaction of firm capabilities couched within the complementarityperspective has not been empirically examined extensively. Moreover, the processesthrough which particular resources contribute to firm marketing performance remainlargely a black box. Through using descriptive analytical approach this study contends thatrealizing the marketing performance impact of market sensing depends on know-howdeployment processes and their complementarities in functional areas such as internalmarket orientation and organizational capabilities that co-align with market sensing.Drawing upon the resource-based view and dynamic capabilities theory of the firm, amodel is developed to investigate the moderating role of internal market orientation in therelationship between market sensing and organizational capabilities, and howorganizational capabilities mediate the relationship between market sensing and marketingperformance. As a result of responses from (250) firms operating in Sudan, the pathanalysis through using AMOS in Structural Equation Modeling demonstrates someempirical supports to the model of this study. The results reveal that there is a positiverelationship between some components of market sensing and customer performance; alsothe results predict that the two components of market sensing to some extend play animportant role in influencing the organizational capabilities. Furthermore, the resultsindicate that organizational capabilities remained without effect on customer performance;while, the mediating effect shows that market sensing significantly contributes tocustomer performance via collaboration capability. In addition to that the resultdemonstrates that the two components of internal market orientation moderate therelationship between market sensing and organizational capabilities but in different ways.Based on study’s results, the discussion of the findings, the theoretical and practicalimplications as well as the limitations in this study are provided.

روابط وملفات

التعريف والنوع

رقم الوثيقة

0b26a12c-060e-4796-bbde-6c322651992e

رقم العقد

0

نوع الوسائط

Crawler

نوع المحتوى

الرسائل العلمية

صيغة المصدر

رسائل دكتوراة

نوع الملف

pdf text

أسماء الملفات

18686_1.pdf

بيانات النشر

ألقاب المؤلفين

[{"name_ar":"Abdel Hafiez Ali Hasaballah ","title_ar":"اشراف","title_en":"Supervision"},{"name_ar":"Abubaker Mohamed Ahmed Ibrahim","title_ar":"اعداد","title_en":"Preparation"},{"name_ar":"Siddig Balal Ibrahim ","title_ar":"اشراف","title_en":"Supervision"}]

اللغة

English

المصدر والدورية

اسم المصدر

The Interaction Effect of Market Sensing and Internal Market Orientation on Organizational Capabilities and Marketing Performance

المحتوى والصفحات

عدد الصفحات

0

إشراف وإعداد

الإشراف

Abdel Hafiez Ali Hasaballah , Siddig Balal Ibrahim

الإعداد

Abubaker Mohamed Ahmed Ibrahim

الاقتباسات الببليوغرافية