Evaluate the Impact of Marketing Training Capabilities on the Development of Competitive Advantage

 The concept of marketing capabilities has changed in recent years. Due to the complexity of market competition, companies must be accountable for their social responsibilities in the face of export markets. A special look at this issue can lead to the development of a competitive advantage in the long run. The purpose of this study was to evaluate the impact of training-based marketing capabilities on the development of competitive advantage.

 The statistical population of this research consists of all managers of food companies. Necessary data were collected by a questionnaire from 86 company managers who were selected by simple and easy non-probability sampling. To test the model, the least squares method and SAMARTPLS software were used.

 The Findings show that the impact of environmental factors and marketing training capabilities on value creation is significant. Value creation has also had a positive effect on the development of competitive advantage.

The results showed that the effect of managers' experience has a positive effect on marketing training capabilities. Organizational agility has also had a positive effect on value creation.