EXAMINING THE MEDIATING ROLE OF MARKETING CAPABILITIES BETWEEN INTANGIBLE FIRM CAPITAL AND MARKET-FOCUSED LEARNING

OpenAlex İngilizce

The purpose of this study is to investigate the mediating role of marketing capabilities in the relationship between intangible firm capital and market-focused learning. The study was conducted by structured survey method. The research scale was adapted from the scales commonly used in the literature. According to the research results, it has been determined that intangible firm capital affects market-focusing learning and marketing skills. In addition to this, it has also determined that marketing skills affects market-focusing learning and it has partially mediated the relationship between intangible firm capital and market-focused learning. Especially, in the dimensional analysis, it is seen that human capital has a partial mediation effect in this relation. In this context, it can be stated that in the context of the literature contribution, the intangible firm capital will contribute to the improvement of marketing capabilities and market-focused learning. Based on this result, human capital can be considered as an important element for marketing capabilities and market-focused learning.