The effect of marketing capabilities on sense-making and shaping the creative and timely marketing strategy

Abstract

Organizations with great sense-making can communicate the market and gain the necessary strategic information. Evidences show that sense-making organizations have higher levels of critical marketing capabilities (selling capability, marketing capability, market research capability, product development capability, pricing capability, distributing capability, promotion capability) rather than other organizations. This study is applied research. The population under study are exporter companies of ceramic tiles and sanitary porcelain, and required information is collected by standard questionnaire. Data analyzed with LISREL software, and also structural equations and confirmatory factor analysis method are applied in this study. Final results approved that selling capability, marketing capability, distributing capability and market research capability have an increasing impact on sense-making in tile and ceramic industry. On the other hand, companies with noticeable sense-making, were able to present creative and on time marketing strategies. Tile and ceramic companies must try to improve these capability, so the level of innovation and properness in their marketing strategy improves.

Keywords

• marketing capability
• sense-making capability
• creative marketing strategy
• on time marketing strategy