Abstract:

With the increasing global trade volume, companies operating in the logistics sector, where the level of competition increases, have become compulsory to review their capabilities in order to a sustainable competitive advantage. One of these skills is marketing skills. The research aims to investigate the influence of organizational resources and organizational skills from the significant input of marketing skills to business performance, which is an important output of competitive advantage. In the conceptual model created in this framework, in the first stage the relationship between the organizational resources and the organizational abilities of marketing abilities was assessed, in the second stage the interaction between the marketing abilities and the competitive advantage and the impact of both on the performance of the business were tested. Hypotheses tested with 42 logistics service providers with data obtained from the business Part-Little Frame Method - Structural Equality Modeling show that only competitive advantage has a direct impact on the performance of the business. Organizational resources and abilities and marketing abilities are indirectly affected by the performance of the business by seeing the instrument of competitive advantage as a variable role.

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