The Impact of Essential Capabilities of Marketing on the Performance of Knowledge-Based Enterprises
Subject Areas : Science and Technology Parks and Incubatorsمجید نمکیان 1 , امیدعلی کهریزی 2
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Abstract :
Abstract Today, leading companies try to maximize their profitability by paying attention to important factors for their customers. This is the most important reason of their success and it is base on marketing. Therefore, the present research seeks to identify and prioritize the essential marketing capabilities on the performance of knowledge-based companies in a science and technology park. The current research is one of the descriptive-survey research in terms of implementations and data collection method. The statistical population of this study is 750 people and the sample is 254 employees and managers of knowledge-based companies in Kermanshah science and Technology Park. A researcher-made questionnaire was developed. Whose validity was confirmed by the professors and experts of the university and experts in the Science and Technology Park. The Cronbach Alpha value of the knowledge-based companies of 906/0 and the essential capabilities of marketing were all above 0.70, which indicates acceptable reliability. The results of Pearson correlation coefficient showed that there is a positive and significant correlation between marketing capabilities and performance of knowledge-based companies, and research variables with a 99% confidence level have a meaningful relationship and all relationships at error level 1 / 0 were verified. Further more, the results of regression showed that "services marketing", "Internet marketing" and "marketing of new products" affect the performance of knowledge-based companies. Finally, based on the results of Friedman test, the international marketing and export dimensions with the score of 7.61 have the highest impact and services and Internet marketing are in the next categories.
