The effect of market orientation and marketing capabilities on marketing performance of the businesses, a research on ISO 1000 companies

A market orientation approach that puts customers at the center of all organizational activities is part of the organizational culture which provides the necessary norms of behavior to create superior customer value. Undoubtedly, companies need capabilities to perform marketing practices in line with the information produced by the market oriented focus provided by this approach. In this context, the aim of the study is to determine the effects of market orientation and marketing capabilities on the overall and individual marketing performance indicators, the relationship between market orientation and marketing capabilities. The research model developed in this scope is tested on the list of businesses which is prepared by ISO, Turkey's Top 500 Largest Industrial Organizations and Turkey's Second 500 Largest Industrial Organizations lists. Data which obtained by survey method were analyzed by using SPSS. The findings of the analyzes show that the components of the market orientation approach positively affect all relative marketing performance indicators. Functional capabilities and social media use capabilities affect all relative marketing performance indicators and human capital capabilities only have a significant impact on relative customer satisfaction. Departmental structure capabilities affected all relative marketing performance indicators negatively and this effect differed depending on the valuation levels of departmental structure capabilities.