Evaluation of the relationship between marketing capabilities with organizational performance of food Manufacturing Companies in Tehran

Marketing capabilities enable organizations to implement strategies according to market conditions and achieve their organizational performance goals. This research evaluates the relationship between marketing capabilities (innovation, CRM, brand management and market sensing) and organizational performance (such as growth, profitability and Income). To assess research variables a questionnaire was sent to the marketing managers of food companies in Tehran district. A total of 192 completed questionnaires have been received. The collected data has been analyzed using structural equations and partial least square method by LISREL software. According to the findings, there are positive relationship between all four marketing capabilities and organizational performance. Furthermore, the results show that organizational age and size have no effect on the relationship between marketing capabilities and organization performance. It also indicates that marketing capabilities can be considered as a source of sustainable competitive advantage and can enhance the performance.