M.A. Thesis:

Impact of marketing capability on the performance of companies considering the role of mediator of competitive strategies and positional efficacy

To use superior performance, a company must invest in its marketing capabilities. These marketing capabilities will allow the company to deliver products and services better than competitors. The purpose of this study was to investigate the effect of marketing capability on the performance of companies by regarding the role of mediator of competitive strategies and situational advantage in Industrial Township of Khorasan Razavi province. The present research has a practical purpose and it also has adopted a descriptive-survey method . library and field research methods have been used for collecting mixed data. The statistical population of this study is all firms in the industrial city of Khorasan Razavi province, which number is 650 companies. According to the Morgan table, the sample size is 250 companies. The questionnaires were distributed randomly among the managers of the companies. The data were analyzed by structural equations with the aid of Lisrel software. The results showed that marketing capability has a significant effect on the performance of companies with mediator Role of competitive strategies and situational advantage in industrial city of Khorasan Razavi province. In this regard, research hypotheses include the impact of marketing capabilities on competitive strategies, marketing capabilities on situational advantage, marketing capabilities on firm performance, competitive strategies on firm performance, competitive advantage on firm performance, competitive strategies on situational advantage, marketing capabilities On the performance of the company due to the role of mediator of competitive strategies, marketing capabilities on the company's performance were confirmed by the role of mediator of situational advantage.

Keywords: Marketing capability, company performance, competitive strategies, situational advantage