பொருளாதாரம் மற்றும் மேலாண்மை அறிவியல் சர்வதேச இதழ்

Customer Oriented Marketing Capabilities and Firm Performance Mediated by New Product Development Capabilities and Moderated by Environmental Turbulence

Abstract

Harram Aneeqa and Fozia M

This study is carried out to analyze the impact of customer oriented marketing capabilities on firm performance mediated by new product development capabilities. The manufacturing sector of Pakistan is selected for this study and data was collected from managers who are involved in marketing and product development decisions. The sample size for this research was 100. The results were analyzed using statistical tools. Reliability of data is measured through Cronbach’s Alpha, correlation, regression and mediating regression analysis was also assessed. The results were positive and all of the hypothesized relations were supported. This study is significant for the top level management of different organizations to improve their overall performance through marketing and new product development capabilities in order to retain their customers and to cope with ever dynamic market.