The Impact of Marketing and Operational Capabilities on Performance of Financial Companies (Evidence from Tehran Stock Exchange)

This study examines the effect of marketing and operational capabilities on performance of the listed financial q companies on Tehran Stock Exchange (TSE). The research was conducted based on a descriptive-correlational design. Data analysis was performed in the EViews environment. The TSE-listed financial companies (۲۴, in total) formed the statistical population in this study, whose data (in year-firm) for the period ۲۰۰۹ through to ۲۰۱۳ was subjected to panel/pooled data analysis using regression models. The overall significance of the fit model was verified using Fisher test (F-test) statistic, and for the fixed-effects model Chow test was used. The research results indicated a positive and significant association between operational capability and return on assets (ROA), but no significant association between operational capability and return on equity (ROE). The findings, conversely, indicated a positive and significant association between marketing capability and ROE, but no significant association between marketing capability and ROA. Further, a positive and significant relationship was found between importance of marketing and ROE, but no significant relationship between importance of marketing and ROA. Finally, there was consistently a significant association between importance of operation and ROA, whereas this significant relationship was not present between importance of operation and ROE.

کلیدواژه ها:

Operational Capability ، marketing capability ، Return on Assets ، Return on Equity ، Importance of Marketing ، Importance of Operation