The Effect of Marketing Capabilities on Competitive Advantage and Performance with Moderating Role of Risk Management in Importation Companies

The importation market has been turned into an attractive market for merchants with ever-growing increase in number of importation companies and rising volume of imports during recent years. The basic and fundamental changes are required for their structure in importation companies due to the wide range of various types of imported commodities and effect of their performance on economic variables. The improvement in variables of marketing potentials to enhance performance and competitive advantage of importation companies with impact of moderating role of risk management are necessarily assumed as the reasons for selection of the subject of this study. The present research is of applied type in terms of goal and a descriptive-survey in terms of method of data collection. The statistical population of this study includes 100 importer companies that actively deal with importation of through custom house at Imam Khomeini International Airport out of which 80 enterprises were determined as sample size and research questionnaire was distributed collected among 120 participants of importation experts as raters of corporate performance within statistical sample. Pearson's correlation test and linear regression were utilized in SPSS software for statistical data analysis. The results of study signify that the marketing potentials affect on competitive advantage of the importer company and at the same time marketing capability impacts on performance of importation company while competitive advantage might affect on performance of importation companies.