Performance Evaluation
Mohammad Sharifzadegan
Abstract
Purpose: It seems necessary to create flexibility in methods, processes, products and organizational decision-making in order to respond in time to discrete and continuous environmental changes. In this research, it examines the management relationship on marketing performance with the mediating role ...
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Purpose: It seems necessary to create flexibility in methods, processes, products and organizational decision-making in order to respond in time to discrete and continuous environmental changes. In this research, it examines the management relationship on marketing performance with the mediating role of innovation in the organization and the moderating role of environmental disturbance in Khuzestan Steel Company. Turbulence and extreme market fluctuations in attracting customers and competitiveness highlights the role of creativity in creating new ideas in organizations.Methodology: The statistical population of the research includes the managers of Khuzestan Steel Company in the number of 33 people who used the judgmental sampling method to collect data from a standard questionnaire and to test the hypotheses of the research using the structural equation method and pls software.Findings: The results of the research show that managerial relationships have a positive and significant effect on organizational innovation, managerial relationships on marketing performance, and organizational innovation on marketing performance. Also, managerial relations through organizational innovation have affected marketing performance and environmental disturbance, the relationship between managerial relations and organizational innovations.Originality/Value: despite resource limitations, management relationships helped to improve marketing performance in the company by creating appropriate platforms in providing support systems in empowering material and human resources to create new ideas in the conditions of turbulent markets and customer diversity.
