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In today's competitive world, different industries have come to the conclusion that continuous improvement in organizational performance is essential for their survival. Today, organizations are looking for increasing their profitability and maximizing their long-term performance. Thus, understanding the contingency effects of marketing activities on firm performance is very essential. Accordingly, this research is aimed to examine the effect of marketing exploitation and exploration on market performance, considering the moderating role of supplier collaboration. The present research is an applied research in terms of objective and descriptive- causality in terms of methodology. Also data were collected using questionnaire. Statistical population of this research consisted of all small and medium-sized active manufacturing companies located in the industrial city of Mazandaran province which are about 51 companies. For descriptive analysis of this research SPSS software was used. Furthermore, the research hypotheses were tested using structural equation modeling via SmartPLS2 software. Findings showed that marketing activities (exploration and exploitation) have an effect on organizational performance through the moderating role of supplier collaboration. [ABSTRACT FROM AUTHOR]

One of the most important dynamic capability of an organization to manage environmental turbulence is customer agility .Since organizations use different strategies to build this capability and because of lack of research for assessing this strategies to build customer agility .The main objective of the present study is to evaluate the ability of mass customization strategy to achieving the customer agility , in other words the purpose of this research is to answer the question whether mass customization strategy can lead to the formation of customer agility capability. The conceptual model is presented and tested based on the involvement theory, the functional theory of attitudes, and theories on the desirability of uniqueness.This research based on the goal is practical and based on the way is survey- analysis. Statistical population of research is the production of custom automotive vehicles company(APCO).General information obtained from the analysis model shows that if the mass customization strategies based on customers' individual differences define customer participation can lead to customer agility capability in three-dimension of sense, responsiveness and learning. [ABSTRACT FROM AUTHOR]