Investigate the effect of moderating role of E-marketing on relationship between marketing capabilities and performance of companies

According to Capabilities-based theory, Companies can achieve competitive advantage through capabilities such as marketing capability which resulted in the lead in identifying customer needs and understanding the factors influencing their behavior. In this regard, it is important knowing that electronic marketing as innovative technology-based activity how much can moderate the impact of marketing capabilities on performance. So the aim of this study considered to investigate the effect of marketing capabilities on performance with e-marketing as a moderator variable. To achieve the purpose, in addition to library studies, field studies conducted; so to test the conceptual model and these study hypotheses, a questionnaire developed and after approving the content validity, distributed among the marketing/ sales managers of pistachio exporting companies and after collection, its reliability accepted by Cornbrash's alpha 94.8 percent. Data tested by using structural equation modeling. Results show that the indices values of model was appropriate and the results of the path analysis confirms that marketing capabilities have significant impact on the company's performance and e-marketing moderates the effect of marketing capabilities on performance.