طراحی مدل شخصیت برند خرده فروش مبتنی بر ارزشهای تجربی در بازاریابی

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]