AMBER – ABBS Management Business and Entrepreneurship Review

A. Suburaj ¹

Affiliations
1 Institute of Management, CHRIST (Deemed to be University), Bengaluru, Karnataka, IN

Abstract

The role of knowledge management and competencies related to marketing skills are essential for Indian and Maldivian business, because of the emerging economy and globalisation. Hence, reviewing the relationship between the diverse possibilities of marketing competencies and firms' performance is considered to be valuable, to support interest and investments in such a concept. This study aims to find the impact of marketing competencies on organisational performance in automobile sales centres. 424 respondents (327 Indian samples and 97 Maldivian samples) were randomly selected for the research after the data cleaning and editing with 71 per cent response rate. The first section of the questionnaire consists of questions related to marketing competencies (32 items) and the second section contains items related to organisational performance (10 items), and the last part includes questions about respondents' demographical differences. After the data collection, construct validity and reliability statistics were done to check the validity and reliability of the instrument using IBM SPSS AMOS 23. Structural equation modelling results for Indian samples and Maldivian findings reveals that marketing competencies like internal marketing capabilities, external marketing capabilities, built-in marketing assets and invested-in marketing assets are significantly and positively affecting the organisational performance dimensions. For the policymakers and top-level managers of the automobile sector, this study provides empirical insight into how the performance of the firm can be affected by the competencies.

Keywords

Marketing Competency, Marketing Resources And Capabilities, Automobile Sales Centres, India, Maldives.

Full Text