بررسی نقش قابلیتهای های بازاریابی در بازده سهام

The company’s capabilities determine give it the opportunity to sustain its competitive advantage. This study examines the role of marketing capabilities in Stock return performance. Data analysis was performed in the EViews environment. The TSE-listed companies (138, in total) formed the statistical population in this study, whose data (in year-firm) for the period 2019 through to 2022 was subjected to panel/pooled data analysis using regression models. The overall significance of the fit model was verified using Fisher test statistic, was used. The findings, conversely, indicated a positive and significant association between marketing capability and Stock return. The obtained results from test of the main hypothesis imply that managers of the understudy institutions can by employing active workforce, establishing strong public relations, and creating differentiation for the companies make their marketing efforts more effective, while profiting from marketing research for having insight into the customer needs and wishes, and weaknesses and strengths of their competitors improve the corporate Stock return.