Purpose

The purpose of this paper is to investigate the effect of industry competitive intensity (ICI) on brand performance with the mediating role of market orientation and organizational learning using theoretical and experimental materials in fast-moving consumer goods (FMCGs) firms.

Design/methodology/approach

To test the research hypotheses, a model was designed and tested on 124 chief executive officers from 30 FMCG firms active in both food and chemical industries using structural equation modeling and partial least squares methodology.

Findings

The research findings showed that ICI has significant effect on market orientation and organizational learning. It also has significant effect on the firm’s brand performance through developing the market orientation capability as a mediating variable, but the development of organizational learning capability (as a mediating variable) is not effective in the relationship between ICI and brand performance.

Originality/value

Since the early 1990s, addressing intraorganizational capabilities and resources has been a major topic of strategic and marketing research. In this regard, many theoretical and experimental contents have been presented so far. However, little research has simultaneously addressed the industrial environment and the development of competitive capabilities. A manager’s understanding of the competition rate of an industry has the potential to influence the development of organizational capabilities through strategic responsiveness to his/her perception of the environment. This study attempts to show that managers and firms that consider their industrial environment to be volatile must develop their learning capabilities and market orientation, leading to superior brand performance.

中文翻译：

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行业竞争强度对品牌绩效的影响：市场导向与组织学习的中介作用

目的

本文的目的是利用快速消费品 (FMCGs) 公司的理论和实验材料，研究行业竞争强度 (ICI) 在市场导向和组织学习的中介作用下对品牌绩效的影响。

设计/方法/方法

为了检验研究假设，我们使用结构方程模型和偏最小二乘法对来自 30 家活跃于食品和化工行业的快速消费品公司的 124 名首席执行官设计并测试了一个模型。

发现

研究结果表明，ICI对市场导向和组织学习有显着影响。通过发展市场导向能力作为中介变量对企业品牌绩效也有显着影响，但组织学习能力的发展（作为中介变量）在ICI与品牌绩效的关系中并不有效。

原创性/价值

自 1990 年代初以来，解决组织内能力和资源问题一直是战略和营销研究的主要课题。在这方面，迄今为止已经提出了许多理论和实验内容。然而，很少有研究同时解决工业环境和竞争能力的发展。经理对行业竞争率的理解有可能通过对他/她对环境的感知的战略响应来影响组织能力的发展。本研究试图表明，认为其行业环境不稳定的经理和公司必须发展他们的学习能力和市场导向，从而获得卓越的品牌绩效。