Marketing Capability, Organizational Adaptation and New Product Development Performance

Marketing capability, considering organizational adaptability, is a good tool for companies to improve the performance of new product development. Understanding the relationship between marketing capabilities and the performance of new product development is important in terms of organizational compliance. Understanding the relationship between marketing capabilities, organizational compliance and performance of new product development is important. Therefore, the main question of this research is whether there is any difference between the marketing capabilities of the enterprise compliance and the performance of the new product development. The present research is a descriptive-survey research. As we seek to find out the effects between research variables, this study is also a regression model. The statistical population of the research is the research population consisting of all managers, assistants and experts in marketing and sales of dairy companies of Gella, Kalah and Haraz Amol, which are about 147 people. In order to achieve the research goals, 107 people were selected by stratified sampling. The data gathering tool was a standard questionnaire that was divided into sample groups and analyzed by questionnaires and information obtained from the hypotheses of the research. The hypothesis test results indicate the impact of marketing capabilities on the performance of the new product development. And the impact of marketing capabilities on the performance of the new product development can be adjusted through a customer-driven structure and interoperability. But the impact of marketing capabilities on the performance of new product development cannot be adjusted through decentralization. It can also be concluded that exploitation and exploration of the impact of marketing capabilities on the performance of the development of the new product have a minor mediator role.