THE IRAQI MAGAZINE FOR ADMINISTRATIVE SCIENCES,
2018, Volume 14, Issue 56, Pages 308-337
Marketing capabilities and their better employment are a reason for the organization's superiority over its competitors in the marketplace and the acquisition a greater market share, while proactive orientation is a process of seizing opportunities to provide modern methods of producing and innovating new products.
The problem of research is centred on a fundamental question: what is the role of the dimensions of marketing capabilities in achieving proactive orientation? The importance of research lies in the importance of the role that marketing capabilities play in the proactive orientation that is reflected in the market performance of the organization compared to competitors. The research aims to produce practical results that illustrate the role of marketing capabilities in proactive orientation.
The research data were collected through the resolution, which was designed based on a number of Arab and foreign studies, which were distributed to a number of employed in six business companies in Dohuk City, data obtained through (SPSS 24) was analyzed, as the center was extracted Arithmetic, standard deviation and correlation coefficient to determine the relationship between the two search variables, and the transactions (F) and (R²) have been set to determine the moral effect of the variables.
The research found a set of conclusions, including the fact that the organization's ownership of the marketing capacity is a positive indication that it can achieve a proactive orientation on its competitors are on the market, and there is a correlation and a positive impact between the marketing capabilities and the proactive orientation of the companies in the company. Research recommended that the companies in question should continuously monitor changes in their external environment for seek out new market opportunities and work to exploit them in the way that the larger market share is achieved.
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