بازارگرايي و عملكرد كسب و كار در ايران

Market Orientation and Business Performance in Iran

The conceptual model of this study shows both direct and indirect (through value creation) relationship between market orientation and business performance. In order to test the conceptual model, 50 experts have been questioned by a questionnaire includes open and closed questions. Open questionʹs data has been analyzed by content analysis method and closed questionʹs data has been analyzed by binomial and Friedman tests. Findings show that the conceptual model of market orientation and business performance is confirmed in Iran business environment with some corrections. All components of the model are important independently. As dependent importance, market orientation, vale creation and business performance lie in the same position. Dependent importance of market orientationʹs factors is as follow: (I) strategic response and act, (2) coordinated divisions and systems, and (3) intelligent culture and behavior. Dependent importance of value creationʹs factors is as follow: (l) customer conceptual value, (2) market conceptual value, (3) competitor conceptual value, and (4) company inside conceptual value. Dependent importance of business performanceʹs factors is as follow: (l) customer performance of company, (2) market performance of company, (3) competitive performance of company, and (4) internal performance of company.