Studying the Effects of Organizational Resilience Capacity and Organizational Learning on Marketing Performance: with the Mediating Effect of Product Innovativeness and Moderating Role of Environmental Turbulence

Companies need to apply innovations in their products in order to achieve organizational goals, achieve competitive advantage, and improve organizational performance. Organizational learning, developing a flexible organization, supportive managers and specialized teams is essential to achieve product innovation and organizational survival. The main question of this research is: what are the strategies to increase the performance of the Iranian pharmaceutical industry market? This research seeks to provide solutions to improve the innovation power and marketing performance of pharmaceutical companies. To this end, this study examines the effect of flexibility capacity, organizational learning and product innovation on marketing performance. In this case, companies can strengthen their position in the domestic and international markets and gain a stable competitive advantage over other competitors.  

The present study is applied in terms of purpose and is survey in terms of method. The statistical population of this study includes 236 pharmaceutical companies on Darooyab website, where the data have been collected from senior managers of these companies. Applying simple random sampling and according to Cochran’s formula, 146 companies were selected as the sample. The data were collected through a questionnaire. The research data were analyzed in form of structural equation modeling based on partial least squares method using Smart PLS2 software.  

The results indicated significantly positive effects of organizational resilience capacity and organizational learning considering the mediating role of product innovation on the marketing performance of these companies. According to the investigations, the moderating effect of environmental disturbance has not been confirmed due to organizational flexibility capacity and organizational learning on product innovation.  

It is necessary to create flexibility in organizational processes and decisions in order to respond quickly to discrete environmental changes. In addition, organizations need to use new paradigms and create learning capacity to empower to deal with turbulent and complex environments. Accordingly, companies will be able to create continuous innovation in their products in order to meet the ever-changing demands of customers. Thereby, it can lead to an increase in the performance and competitive position of the organization.