The Role of Marketing Capabilities Towards Enhancing Organizational Performance

Abstract

This study investigates the critical role of marketing capabilities in enhancing organizational performance across multiple dimensions, including motivation, market, productivity, and societal performance, within the manufacturing sector in Saudi Arabia. Utilizing a cross-sectional research design, data were collected from 316 managerial-level employees through convenience sampling and analyzed using structural equation modeling. The findings reveal significant positive relationships between marketing capabilities and various performance outcomes, indicating that organizations must invest in and develop their marketing functions to achieve operational efficiencies and enhance market competitiveness. The study underscores the importance of aligning marketing strategies with employee engagement and corporate social responsibility initiatives to foster a motivated workforce and build strong consumer relationships. Moreover, the integration of marketing capabilities into business processes is essential for driving productivity improvements and enhancing societal impact, ultimately leading to sustainable growth. This research highlights the imperative for businesses to adapt their marketing strategies to meet evolving consumer demands while ensuring long-term organizational success.