Abstract One of the most important concepts for all enterprises in every size and every sector is market performance. As the market success of the firm is a consequence of its market performance, it will be pertinent to state that performance is a direct determinant on the consequence. Today, dynamic capabilities have been identified as one of the vital necessities for the performance of organizations in turbulent environments. Given the critical role of market performance in turbulent competitive environments, this concept has attracted attention of many researchers of management science in recent years. So how to achieve this important consult for organizations is vital, and very little research has been done in this regard. Therefore, in this research, the model of improving market performance based on dynamic capabilities (IT competencies, entrepreneurial and market orientation and operational agility) is presented and tested in the electronics industry of Iran. This model is based on four management areas: strategic management literature related to dynamic capabilities, marketing literature, entrepreneurship, and information technology .The results confirm the research model. It can be concluded that the dynamic capabilities of the organization will help to improve market performance.

Abstract Research on mass customization suggests that this type of offer delivers more value to the customer. This article provides answers to the following research question: How interpersonal differentiation value of the mass-customized Product influence the overall perceived value of MC?. we explore interpersonal differentiation value in need for optimization (NFO), centrality of visual product aesthetics (CVPA), and consumer need for uniqueness (CNFU) . A conceptual model grounded in involvement theory, the functional theory of attitudes, and theories on the desirability of uniqueness is proposed and empirically tested. The goal of this research is development and the way of this research is survey- analysis. Statistical population of research is two hundred one undergraduate business students of Iranian universities. Generally, the data support significant relationships between the three dimensions of interpersonal differentiation value and the overall perceived value and buy tendency of MC .