The Effect of Market Orientation on Business Performance
The effect of market orientation on business performance has been a popular research topic in recent years. Market orientation is an organizational culture which leads to forming behaviours practically and effectively. These behaviours are essential in creating greater values for consumers. The popu...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
Yazd University
2015-04-01
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| Series: | کاوشهای مدیریت بازرگانی |
| Subjects: | |
| Online Access: | http://bar.yazd.ac.ir/article_744_af1c60e83d5ff38005acaa8bb7351db2.pdf |
| Summary: | The effect of market orientation on business performance has been a popular research topic in recent years. Market orientation is an organizational culture which leads to forming behaviours practically and effectively. These behaviours are essential in creating greater values for consumers. The population of the study consisted of 157 manufacturing firms listed in the Tehran Stock Exchange. The sample included 111 companies who were selected and tested using a convenient sampling method (based on availability). The data collection tool for the market orientation variables was the questionnaire developed by Narver and Slater (1990) with a high content validity and reliability of 89 percent. The data were analyzed using structural equation modeling and LISREL software. The results indicate that market orientation has a positive effect on the business performance of listed companies in Tehran stock exchange. |
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| ISSN: | 2645-386X 2645-3878 |