Studying the Mediating Role of Marketing Effectiveness on the Relationship between Organizational Culture and Business Performance (Case study: Hotels of Isfahan City)

Abstract

The competitive environment of modern day business appears to enforce organizations to seek new core competencies in order to gain new competitive advantages if they are to survive in the market. The main purpose of this paper is to establish a theoretical and empirical basis that shows the impact of cultural factors on business performance, regarding marketing effectiveness as the mediating variable. Hotels' managers of Isfahan were the population of the study. Random sampling method was used for collecting data. In order to analysis the relationships between organizational culture, marketing effectiveness and business performance structural equation modeling (SME) is used. The findings indicate that customer closeness, organizational values and market orientation as the components of organizational marketing culture can affect marketing effectiveness. These findings also confirm the impact of marketing effectiveness on business performance.