A Study of the Effects of Market Orientation, Marketing Capabilities, and Commercialization of Innovation on the Performance of Insurance Companies

Document Type : Original Article


Associate professor, Department of Business Management, Islamic Azad University Science and Research Branch, Tehran, Iran.


Market orientation (MO) which helps companies achieve superior performance through customer value creation is the heart of modern marketing thinking and method. The purpose of this study is to investigate the effects of market orientation, marketing capabilities, and commercialization of innovation on the performance of insurance companies, considering the moderating role of marketing strategies and organizational strength. This is an applied study in terms of purpose, and a descriptive survey in terms of data collection method. The statistical population of the present study is composed of the representatives of Sina Insurance Company. By using the PLS3 software to analyze 86 sets of questionnaires collected from the company's representatives, the researchers found that market orientation of insurance companies has an impact on the commercialization of their innovation. The market orientation of the insurance company affects their performance. Also, the market orientation of the insurance company has an impact on their marketing capabilities. On the other hand, the marketing capabilities and commercialization of these companies exert an influence on their performance. Marketing strategies moderate the impact of marketing capabilities on the insurance companies in a positive way. However, the organizational power does not modify the impact of marketing capabilities of the insurance companies on their performance. It was also found that marketing capabilities and commercialization of innovation function as minor intermediaries.


خیری، بهرام، شیما پزشکی و شیرین خسروزاده (1393). «بررسی تأثیر بازارگرایی بر بازده عملکرد صنعت هتلداری»، تحقیقات بازاریابی نوین. سال چهارم، شماره 4، 166-144.
خیری بهرام، روشنی عارفه (1392). «بررسی نقش میانجی‌گرانه قابلیت‌های بازاریابی در رابطه بین جهت‌گیری‌های استراتژیک و عملکرد سازمان: مطالعه موردی در بانک ملی ایران»، پژوهشگر (مدیریت)، سال دهم، شماره 29: 113-97.
Cacciolatti, L. and Lee, S.H. (2016). “Revisiting the relationship between marketing capabilities and firm performance: the moderating role of market orientation, marketing strategy and organisational power”, Journal of Business Research, Vol.69, No.12, 5597-5610.
Deshpande, R. and Farley, J. (2004). “Organizational culture, market orientation, innovativeness and firm performance: an international research odyssey”, International Journal of Research inMarketing, Vol.21, No.1, 3-22.
Garcia, R. and Calantone, R. (2002). “A critical look at technological innovation typology and innovativeness terminology: a literature review”, Journal of Product Innovation Management: An International Publication of the Product Development & Management Association, Vol.19, No.2, 110-132.
Kamboj, S. & Rahman, Z. (2017). “Market orientation, marketing capabilities and sustainable innovation: The mediating role of sustainable consumption and competitive advantage”, Management Research Review, Vol.40, No.6, 698-724.
Kim, N. Shin, S. and Min, S. (2016). “Strategic marketing capability: Mobilizing technological resources for new product advantage”, Journal of Business Research, Vol.69, No.12, 5644-5652.
Kirca, A.H. Jayachandran, S. and Bearden, W.O. (2005). “Market orientation: a meta-analytic review and assessment of its antecedents and impact on performance”, Journal of Marketing, Vol.69, No.2, 24-41.
Li, T. and Calantone, R.J. (1998). “The impact of market knowledge competence on new product advantage: conceptualization and empirical examination”, Journal of Marketing, Vol.62, No.4, 13-29.
Lim, J. S. Darley, W. K. & Marion, D. (2017). Market orientation, innovation commercialization capability and firm performance relationships: the moderating role of supply chain influence, Journal of Business & Industrial Marketing, Vol.32, No.7, 913-924.
Mu, J. (2015). “Marketing capability, organizational adaptation and new product development performance”, Industrial Marketing Management, Vol.49, 151-166.
Najafi-Tavani, S. Sharifi, H. and Najafi-Tavani, Z. (2016). “Market orientation, marketing capability, and new product performance: the moderating role of absorptive capacity”, Journal of BusinessResearch, Vol.69, No.11, 5059-5064.
Takata, H. (2016). “Effects of industry forces, market orientation, and marketing capabilities on business performance: an empirical analysis of Japanese manufacturers from 2009 to 2011”, Journal of Business Research, Vol.69, No.12, 5611-5619.
Vavra, J. Munzarova, S. Bednarikova, M. and Ehlova, Z. (2011), “Sustainable aspects of innovations”, Economics & Management, Vol.16, 621-627.
Zhou, K.Z. and Li, C.B. (2010), “How strategic orientations influence the building of dynamic capability in emerging economies”, Journal of Business Research, Vol.63, No.3, 224-231.
Zhou, K.Z. Brown, J.R. and Dev, C.S. (2009), “Market orientation, competitive advantage, and performance: a demand-based perspective”, Journal of Business Research, Vol.62, No.11, 1063-1070.
Zhou, K.Z. Li, J.J. Zhou, N. and Su, C. (2008), “Market orientation, job satisfaction, product quality, and firm performance: evidence from China”, Strategic Management Journal, Vol.29, No.9, 985-1000.