investigating the effect of marketing capabilities on the performance of food industry companies with the role of mediating marketing strategies

Considering that companies with stronger marketing capabilities and proper identification of customer needs can improve marketing capabilities, this study aimed to investigate the effect of marketing capabilities on the performance of food industry companies with the role of mediating marketing strategies in the company of Ahwaz industrial towns. Took The present research is applied to the purpose of the research, and is based on the method; a descriptive one is of a causal nature. The statistical population consisted of directors and deputies of food industry companies in Ahwaz industrial township of 570 people. Using the Cochran formula, 230 individuals were sampled. The tools used for data collection were Standard questionnaire of performance, marketing capabilities, and Kasilovaty and Heyli (2016) standard marketing strategies questionnaire. Validity of the questionnaire was verified by professors and confirmatory factor analysis. Cronbach's alpha coefficient for the whole questionnaire was 0.85. Finally, the collected data were analyzed using SPSS and Lisrerl software. The results of data analysis showed that marketing capabilities have a positive and significant effect on the performance of the company with the role of mediator of marketing strategies.