The role of marketing, innovation and learning capabilities on performance of service companies

While most studies that has been done about organizational performance organizational capabilities investi-gate the effects of marketing, innovation and learning capabilities (often separately) on organizational perfor-mance, an integrated model has been developed in this study to assess the effects of these capabilities on performance of insurance companies. Moreover the complimentary effect of the organizational capabilities also has been investigated in this study. Using resource-based view and the method of capitation of all insur-ance companies in Iran, 23 private and governmental insurance companies in Iran have been investigated. The findings of the analyses data with the method of Partial Least Squares and using SmartPLS software (this software analyses the data even for very small samples), show that marketing, innovation and learning capa-bilities have positive correlation with the performance of insurance companies. In addition, the capabilities are complimentary with together and create a synergy in achieving the performance of insurance companies.