Market Capabilities Strategy, Internal Market Orientation and Performance of Pharmacy Companies Accepted in Tehran Stock Exchange

The purpose of this study is surveying the mediating effect of market capabilities in the relationship between internal market orientation and organizational performance of pharmacycompanies accepted in Tehran stock exchange. This research is applied in terms of the goal and descriptive- survey in terms of data gathering method. The population of this study consists of experts of pharmacycompanies in the stock exchange. The sampling method is convenience sampling.Totally, 205 questionnaires were collected from companies.To test the hypotheses, we usedstructural equation modeling with Lisre l8.8. Results showed that internal market orientation and market capabilities, effect onorganizational performance. The impact of internal market orientationis more. Results also showed that market capabilities play as a mediating variable in the relationship between internal market orientation and organizational performance. In the first, internal market orientation results into market capabilities and then, market capabilities result into organizational performance.