Investigating the moderating role of marketing capability on the relationship between innovation capability and performance in knowledge-based companies

Document Type : Original Article

Authors

• Mahdieh nasrini ¹
• soroush ghazinoori ²

¹ University of Tehran

² دانشگاه علامه طباطبایی

Abstract

the importance of knowledge-based companies in the economic and social growth and development of the country, in this article, the relationship between innovation ability and marketing ability with the performance of knowledge-based companies based in Pardis Science and Technology Park and Sharif University of Technology, which are active in various fields were investigated. The basic question of this research that has been tried to be answered is whether marketing capability as a moderating variable affects the relationship between innovation capability and the performance of knowledge-based companies. This research, with the data obtained from knowledge-based companies based in Fardis Science and Technology Park and Sharif University of Technology, shows the ability to innovate with seven components of collaborative leadership culture, organization and idea creation, technical knowledge development, work and welfare, restructuring, external knowledge. and individual activities, and marketing capability with six components of product, price, distribution, advertising, customer relationship and marketing program, and the performance of knowledge-based companies with four components of return on investment, sales, income, and market share have been measured and evaluated. Is. Structural equations have been used to identify the relationship between innovation capability and marketing capability with the performance of knowledge-based companies. The findings of the research indicated the impact of innovation and marketing capability on the performance of knowledge-based companies, and marketing capability as a moderating variable has an effect on the relationship between innovation capability and the performance of Iranian knowledge-based companies.

Keywords

• Innovation capability
• marketing capability
• knowledge based companies

Main Subjects

• innovation strategy and operrational excellence

---