Abstract



The purpose of the current research is to analyze the role of key capabilities on the company's performance with the approach of dynamic capabilities with an emphasis on marketing capabilities. The aim of the current research is applied and descriptive-survey in terms of method. The statistical population of this research is senior, middle and operational managers of Kale company (in two meat and dairy sectors) in Amol city, whose number is defined and limited and 206 people are calculated. The sample size is estimated to be 134 people using Cochran's formula. The sampling method in this research is clustering. In this research, a standard questionnaire (Moo et al., 2017) was used. The validity of the instrument has been confirmed by experienced university professors (supervisors) and relevant experts, and the reliability of the questionnaire has also been confirmed by Cronbach's alpha method. Structural equation method and PLS2 and SPSS20 software were used to analyze the data. The findings of the research show the confirmation of the hypotheses. Therefore, dynamic capabilities have a significant impact on company performance with the mediating role of marketing capabilities in Kale companies of Amol city. Also, dynamic capabilities have a significant impact on the performance of Kale Amol companies. In addition, marketing capabilities mediate the relationship between dynamic capabilities and the performance of companies in Calah, Amel city.

Keywords: dynamic capabilities, marketing capabilities, company performance, Kala Amel companies