The effect of absorptive capacity on business performance with the mediating role of innovation capability and marketing agility

Abstract

In dynamic business environments, companies are constantly faced with the challenges of changing customer demand, intense competition, and technological advances. Today, with the formation of complex competitive environments, only organizations that strengthen their performance in important organizational capabilities such as innovation and agility can continue to operate. The main objective of this study is to investigate the effect of absorptive capacity on business performance with the mediating role of innovation capability and marketing agility. This study is applied in terms of classification based on purpose and is descriptive survey-type research in terms of classification based on method. The statistical population of this study includes senior, middle, and operational managers of Iran Khodro Company, numbering 95 people. The data collection tool in this study was standard questionnaires, whose validity was confirmed through face and content validity and their reliability was confirmed through Cronbach's alpha coefficient and composite reliability. The collected data were analyzed using SPSS and Smart-PLS software and the research hypotheses were examined with the help of structural equation modeling. The results of the research showed that absorptive capacity has a significant effect on marketing agility and business performance.