The Impact of Organizational Culture on Marketing Capabilities and Performance: Explaining the Mediating Role of Extroverted Strategic Orientations

The purpose of this research was to investigate the relationship between organizational culture and marketing capabilities and performance of companies mediated by extroverted strategic orientations. The statistical population of the research is the top managers of small and medium sized businesses involved in the food industry of the country during the first nine months of the year 2016. The research is descriptive correlative in nature. Of all the members of the community, 368 individuals were selected using multi-stage cluster sampling. Data collection instrument was a questionnaire and the data were analyzed based on structural equation modeling technique using SPSS and PLS software. The findings of the research showed that transformational organizational culture has a significant effect on extroverted strategic orientations (market orientation and technology orientation). Moreover, the evidence could confirm the positive role of the mediating market orientation and disapprove the mediation role of technology orientation in the relationship between organizational culture and marketing capabilities. Finally, the findings indicated the impact of transformational organizational culture on the development of marketing capabilities and the direct and significant relationship between marketing capabilities and the performance of active businesses in the food industry of the country.