Intelligent Knowledge Exploration and Processing

Intelligent Knowledge Exploration and Processing

Investigating the impact of dynamic capabilities and innovation on competitive advantage and evaluating digital marketing for small and medium enterprises in the post-corona period (food industry companies in Mashhad)

Document Type : Original Article

Author
Masoumeh Hasankhani
PH.D Candidate in Business Management, Semnan Branch, Islamic Azad University, Semnan, Iran.
10.30508/kdip.2023.398934.1071
Abstract
Global epidemic crises, such as the corona virus (COVID-19), usually expose small and medium-sized enterprises (SMEs) to various types of challenges and may threaten their lives. Small and medium enterprises contribute to the economy of the country, it is an income opportunity for the society and it creates job opportunities for the youth, women and the whole society. The purpose of this research is to investigate the impact of dynamic capabilities and innovation on competitive advantage and evaluation of digital marketing strategy for small and medium-sized enterprises in the food industry in the post-corona period in Mashhad using the structural equation method. The statistical sample includes 250 food industry companies in Mashhad; which were selected using available sampling method. This research is applied in terms of purpose and descriptive and correlational in terms of data collection. To analyze the data, the structural equation model for the whole model, the PLS measurement model, the correlation test, the comparison of the average of a group and the comparison of two independent populations have been used. The results of this study confirmed that the methods of dynamic capability and its dimensions in small and medium food industry companies in achieving competitive advantage have a positive and significant effect on the business performance of this company. From the results of the analysis, it was found that digital marketing has an effective role in reaching customers and marketing products electronically, in addition, social media platforms were one of the most effective tools in food industry companies. The SME sector is one of the most important sectors that supports Iran's economy due to its daily activities, job opportunities and quick financial exchange.
Keywords
Dynamic capability
innovation capability
competitive advantage
digital marketing
small and medium enterprises and the post-corona era
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Intelligent Knowledge Exploration and Processing
Volume 3, Issue 9
Summer 2023
Pages 52-69