نوع مقاله : علمی-مروری
نویسندگان
1 دانشجوی دکتری ترویج و آموزش کشاورزی، دانشگاه زنجان، 2دانشیار، گروه ترویج، ارتباطات و توسعه روستایی دانشگاه زنجان
2 2دانشیار، گروه ترویج، ارتباطات و توسعه روستایی دانشگاه زنجان
3 استادیار گروه ترویج، ارتباطات و توسعه روستایی دانشگاه زنجان
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
Abstract
In today's dynamic business environment, businesses must have a deep
understanding on their performance for staying in competition and sustaining their
competitive advantage. The results of various research indicate that many factors
are effective on strengthening of SMEs’ performance, meanwhile, many scholars
and experts have a special emphasis on the marketing capabilities and regard it as
one of the most important determinants of businesses survival. Given the
importance of the issue, the main objective of this article which is based on an
extensive review of theoretical and empirical literature and library resources, was
to study of the concept and dimensions of marketing capabilities and its effect on
SMEs’ performance. The results showed that marketing capabilities as a key
mechanism in the business play a considerable role in increasing SMEs’
performance through identifying tangible and intangible resources, diagnosis and
exploitation of the new opportunities in the market, collect information related to
customers’ needs and consequently communicate more effectively with them.
کلیدواژه‌ها [English]
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