Investigating The Effect Of Strategic Orientation And Digital Marketing Capabilities To Improve The Performance Of Knowledge-Based Companies

The current research aims to investigate the effect of strategic orientation and digital marketing capabilities to improve the performance of knowledge-based companies. In terms of the purpose of the research, this research is applied according to the descriptive method of correlation and survey type. The statistical population of the research consists of all human resource managers of knowledge-based organizations (134 people). Using Cochran's formula, the sample size should be considered equal to 100 people, and only 71 questionnaires were returned. The members of the statistical sample were selected by simple random sampling and participated in the research. The data collection tool is a researcher-made questionnaire. The validity of the questionnaire was confirmed by professors and experts, and Cronbach's alpha was used to measure the reliability of the instrument. In order to analyze the data, descriptive statistics and inferential statistics were used. The results of data analysis show that the relationship between digital marketing capabilities and performance improvement is positive and significant. Also, the relationship between customer orientation, competition orientation, inward/cost orientation, innovation orientation, human capital, relational capital, organizational capital, and informational capital with digital marketing capabilities is positive and significant.