Presenting a strategic model of marketing capacities and its impact on financial performance in order to develop investment in Khuzestan steel industry

The purpose of this study is to present a model of marketing capacity in Khuzestan steel industry and its impact on financial performance in order to develop investment. The method of the present study is mix method with an exploratory design that was performed through two qualitative and quantitative stages using the data theory of the foundation. In Qualitative stage data were collected through interviews with 15 experts and marketing experts who were selected through purposive sampling method and analyzed with Maxqda software. The results of the analysis of theoretical foundations and research interviews led to the final model of marketing capacity, which has 7 main categories of product, distribution, market, customer, competitor analysis, advertising and brand. Competitors analysis and product in the role of "underlying factors" of the market in the role of "intervening conditions", advertising, brand and distribution network in the role of "strategies and strategies" and the role of marketing capacity in the role of "outcome" have been identified. In order to fit the mentioned model, 200 employees of Khuzestan Steel Industry who were selected by random sampling method, answered the researcher-made marketing capacity questionnaire that resulted from the results of the quality section and also Financial dimension of Kaplan and Norton (2001) organizational performance questionnaire. Data were analyzed using LISREL software. Findings indicated a good fit of the proposed model