The Effect of Dynamic Marketing Capabilities on Startup Performance (Case Study: Art Incubators)
DOI:
https://doi.org/10.63053/ijmea.64Keywords:
Art Incubator, Dynamic Marketing Capabilities, Performance, Absorption CapacityAbstract
Nowadays, art has a special place in global economies and the important role of artists in the economic and social development of societies is fully accepted. Accordingly, the existence of supporting structures in the field of art seems necessary. One of these supporting structures is art incubators. Dynamic marketing capabilities provide startups with a platform and market knowledge that allows them to achieve their goals and contribute to the Competition to survive. In the present study, focusing on art incubators, the effect of dynamic marketing capabilities on startup performance has been investigated. This quantitative study uses a questionnaire to request responses from respondents who use the services of commercial incubators. A total of 100 entrepreneurs from the Art Incubator at the University of Isfahan participated in the online survey. The research model was analyzed based on the structural equation modeling approach using Smart PLS software version 3. The results show that startup performance is significantly influenced by dynamic marketing capabilities (β=0.937, P>0.00). Regarding uptake capacity, both dimensions showed a significant effect on startup performance: potential uptake capacity (β = 0.251, t = 7.932, P >0.00) and realized uptake capacity (β = 0.177, t = 5.409, 0.00>P). For knowledge management, all three dimensions (knowledge acquisition, knowledge dissemination, and knowledge responsiveness) showed a significant impact on startup performance, the role of dynamic capabilities is a strategic necessity to guide, support, and manage resources in order to create a sustainable competitive advantage and achieve superior performance, and it creates a key insight for managers to strengthen their position in the market by abandoning traditional approaches, focusing on core competencies Art incubators should pave the way for the future of the country.
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