تأثير فرهنگ بازارمحوري بر عملكرد بازرگاني شركت هاي قطعه ساز خودرو مشهد

The Effect of Market Orientation on Business Performance: in Auto-part Maker Firms of Mashhad-Iran

During the last decade, market orientation (MO) has received a great deal of attention from marketing scholars. Despite the continual assertion that MO is positively related to business performance (BP) and more customer-oriented and market-oriented organization forces, systematic inquiries for a richer understanding of the construct have been rarely done_ particularly in Iranian environment. So the aim of this research is investigation of relationship between MO and business performance in Iranian environment. This study in view of method is a survey and descriptive research and is based on correlation. This study has been accomplished among auto-parts maker firms that are located in Mashhad city. Several studies about MO were investigated and a new model was extracted. Two questionnaires were designed for collecting data. The X of X has been used for determining of questionnaireʹs validity. The pretest has been done on 14 companies for determining the reliability and Coronbachʹs Alpha. So the coefficient was calculated 0.97 for MOʹs questionnaire and 0.94 for BPʹs questionnaire. Pearson correlation coefficient, analysis of Pearson correlation, R2 coefficient, multiple regressions, variance analysis and the test of correlation coefficient were applied for analysis of data. The results of this research illustrate that there is a positive relationship between MO and BP. This study propose managers to apply the market orientation in their firms for improvement of their business performance. JEL Classification: M31.