Pages: 83-90

Abstract

In the current business world; knowledge, skill and internal sources play significant role in further successes of an organization which are like capital that its effect on the organization’s performance and productivity can be observed. In addition to, the capabilities of an organization which has market-oriented approach and is in the field of finding markets and new customers for its products, relies on the experience and expertise of the organization and especially its human capitals. The purpose of the present research is investigation of the effective role of human capital from profession and experience aspect on mobile product marketing. This research is experimental in terms of objective, descriptive in terms of nature and survey based in terms of performing manner. Managers and staff of mobile selling agencies around Yazd constitute the statistical population of the research that the number of the calculated statistical population is 80 individuals making use of Cochran formula and Morgan table. For collecting data, a standard questionnaire with high reliability and validity is used and the method of sampling in this research is according to simple random sampling. Analysis of data and hypotheses testing are according to confirmatory factor analysis, structural equation modeling technique and using SPSS20 and PLS Smart2 applications. The results of the study demonstrate that the experience and expertise dimensions of human capital have positive and significant effect on marketing capability of the product.