The role of the Covid-19 modulator on the relationship between business success and marketing performance in SME pharmaceutical companies

Document Type : Original Article

Author

Business Management, Faculty of Literature and Humanities, Islamic Azad University Kerman Branch, Kerman,Iran

Abstract

The Covid-19 epidemic will affect marketing in many ways, as it has greatly affected our lives. The aim of this study is to investigate the role of Covid-19 modulator on the relationship between SME business success and marketing performance of pharmaceutical companies. Selecting 660 companies as statistical population due to the limited number of products that produced in non-stock pharmaceutical companies, between them 242 companies were selected as samples. Research data were collected by a questionnaire that examines the business success with dimensions of company characteristics, management and knowledge, products and services, customer and market, the way of doing business and cooperation, resources and finance, strategy and external environment and also examines the marketing performance with dimensions of mental results consumer, consumer behavior results, market results and financial results as well as some questions related to the status of Covid-19 and Its current conditions in the country. The questionnaires were distributed among managers in the statistical sample and 306 questionnaires were returned. The results show that the relationship between the two variables of business success factors and marketing performance in both groups (critical and non-critical conditions of Covid-19) has been confirmed at 99% confidence level, and the critical conditions of Covid-19 have not had a moderating role. However, from the parametric method of testing, the difference between the two path coefficients was significant. When there are no critical conditions, the relationship between business success factors and marketing performance is stronger than when the conditions of Covid-19 disease are critical.

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References

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  • Receive Date: 21 June 2020
  • Revise Date: 27 August 2020
  • Accept Date: 31 August 2020

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