The role of marketing strategic planning capability in improving the sustainable competitive advantage of insurance companies through the mediation of marketing knowledge

Azizi, Iman; Najafi, Abas; Torabi, Hosein

doi:10.22034/jnamm.2024.456664.1053

The role of marketing strategic planning capability in improving the sustainable competitive advantage of insurance companies through the mediation of marketing knowledge

Document Type : Original Article (Quantified)

Authors

iman azizi ¹

abas najafi ²

hosein torabi ³

¹ PhD in Business Administration (Marketing Management), Department of Business Administration, Postgraduate Education Center, Payam Noor University, Tehran, Iran

² Department of Business Administration, Faculty of Economics and Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran

³ PhD student in finance, majoring in financial engineering. Department of Financial Management, Ilam Branch, Islamic Azad University, Ilam, Iran

https://doi.org/10.22034/jnamm.2024.456664.1053

Abstract

Abstract
The purpose of this research is to investigate the role of strategic marketing planning in improving the sustainable competitive advantage of insurance companies through the mediation of marketing knowledge. In terms of purpose, this research is applicable, and of descriptive-correlative type studies. To achieve this goal, this study developed a theoretical framework that captures mediation through data collected randomly from managers and senior marketing experts of insurance companies, with a total population of 60 participants. Data were analyzed using structural equation modeling for model fitting, and SmartPLS software for path analysis; to estimate various direct and indirect effects. The results showed that the ability to plan strategic marketing directly has a significant effect on promoting sustainable competitive advantage, but this effect is limited. The findings provide evidence that marketing knowledge dimensions act as important mediating mechanisms between strategic marketing planning capabilities, and directly promote sustainable competitive advantage. In general, the results of this study showed that strategic marketing planning capability with the mediating role of marketing knowledge has a meaningful and significant effect on promoting sustainable competitive advantage.

Keywords

Strategic marketing planning ability

Marketing knowledge

Sustainable competitive advantage

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