Objective - The role of knowledge management and competencies related to marketing skills are essential for Indian and Maldivian businesses, due to the emerging economy and globalization. This study therefore aims to identify the impact of marketing competencies on organizational performance in automobile sales centers, by reviewing the relationship between marketing competencies and firm performance, to support interest and investments in such a concept.

Methodology/Technique - 424 respondents (327 Indian samples and 97 Maldivian samples) were randomly selected for the research, with a 71% response rate. The first section of the questionnaire consists of questions related to marketing competencies (32 items) and the second section contains items related to organizational performance (10 items), and the last part includes questions about the respondents' demographical differences. After the data collection, construct validity and reliability statistic tests were conducted to check the validity and reliability of the instrument using IBM SPSS AMOS 23.

Findings - The structural equation modelling results for the Indian and the Maldivian samples reveal that marketing competencies have a significant and positive affect on organizational performance.

Novelty - This study may be useful for policymakers and top-level managers in the automobile sector; this study provides empirical insights into how the performance of the firm is affected by marketing competencies.

Type of Paper: Empirical.

Keywords: Marketing Competency; Marketing Resources and Capabilities; Automobile Sales Centers; India; Maldives.

JEL Classification: M30. M31. M37. M39