The effect of market sensibility on company performance with mediating role of innovation capability and brand management system

According to competitiveness of the market in today's world, for an active and continuous presence in the field of competition, companies need to pay more attention to their performance and the factors affecting it. The purpose of this study is to investigate the effect of market sensing capability on company performance with the mediating role of innovation capability and brand management system and the moderating role of market dynamics and intensity of competition among employees of Iran Khodro Automotive Company in Tehran. This study is practical in view of purpose and according to collection data method is descriptive-survey. The statistical population of this study is finite population and include the statistical population of this study is limited and includes the employees of Iran Khodro car dealerships in Tehran. The Sample size according to Cochran formula is obtained 384 with simple random sampling method. The validity of the questionnaire has been confirmed by experts and its reliability has been confirmed by Cronbach's alpha. In order to analyze the data structural equation modeling and PLS software have been used. The results show that market sensitivity has a positive and significant effect on Innovation capability. Market sensitivity has positive significant effect on brand management system. Market sensitivity has a positive significant effect on company performance. Innovative capabilities have a positive significant effect on the brand management system. Innovation ability has a positive significant effect on company performance. Brand management system has a positive significant effect on firm performance. Innovative capability on the relationship between market sensitivity and market capability has a mediating role. Brand management system has a mediating role on the relationship between market sensitivity and performance. Market dynamics has a moderating role on the ability of innovation to affect company performance. Market dynamics affects the relationship of brand management system to the firm's performance. The intensity of competition on the relationship between the capability of innovation and the performance of the company has a moderating role. The intensity of competition on the relationship between the brand management system and the firm's performance is modest. This research is valuable because companies with superior sensor capabilities not only maintain product costs and develop new services, but can also accelerate the development process.