Gauging the impact of M-marketing capabilities on perceived sales performance of organization.

The aim of this study to address the purposeful question for the managers and researchers is how organizational resources through mobile marketing (M-marketing) capabilities can improve sales performance of organizations. The study considered training, internal marketing, organizational culture and product-related knowledge as organizational resources that enhance perceived sales performance through different M-marketing capabilities like accessibility, cost saving and quick decision making. This research incorporated dynamic capability and resource-based view (RBV) theories to construct the research model. 396 responses were received from SMEs employees from ten big cities of Pakistan and structure equation modelling used to examine the research model. Findings showed that the organizational resources (training, internal marketing, organizational culture and product-related knowledge) and M-marketing capabilities (accessibility, cost saving and quick decision making) significantly impacted the PSP. M-marketing capabilities significantly partially mediate among the relationships of organizational resources and PSP. [ABSTRACT FROM AUTHOR]