Document Type : Original Article

Authors

1 Assistant Professor of Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran

2 Ph.D Condidate of Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran

3 Assistant Professor of Department of Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran

10.22054/dcm.2022.68780.1121

Abstract

Due to the importance of creating competitive advantages, the present study was conducted with a view to validating the pattern of digital marketing capabilities affecting the development of new Abadan petrochemical products. The present research is applied in terms of purpose and has been done with a survey method. The statistical population of the study consists of the senior managers of Abadan Petrochemical Company with more than 15 years of experience and high academic degrees to determine the validity of the scale based on simple random sampling. The data collection tool was a questionnaire with 50 questions. Confirmatory factor analysis was used for the validation of the questionnaire as well as Cronbach's alpha coefficient .Findings showed that the value of confirmatory factor analysis (t-value) for all 5 paths of the model is greater than 1.96 and the significance of the test is less than 0.05, so with a 95% confidence level causal factors affect the main category (marketing capabilities for new product development) by 0.705; The main category (marketing capabilities for new product development) has an impact on strategies of 0.379; Intervening factors affect strategies by 0.129; Underlying factors affect strategies by 0.457; Finally, strategies have an impact on outcomes of 0.849. The results show that the ability of innovation, customer orientation, the ability to improve marketing technologies, research and development capabilities and communication capabilities in the present study are confirmed and

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