Analysis of strategic factors affecting business on competitive dynamics with the role of customer orientation mediators in commercial companies in Ardabil province
Subject Areas : Production Management
Ahad Norouzzadeh
1
(Department of Management, Germi Branch, Islamic Azad University, Germi, Iran)
Keywords: Customer Orientation, Strategic factors in business, Competitive dynamics, Commercial companies of Ardabil province,
Abstract :
Organizing business activities in such a way as to provide a successful implementation of business strategies is one of the most difficult challenges for managers. To analyze the collected data using maximum likelihood tests, model arrangement, skewness, elongation and also the path analysis method based on Baron and Kenny's proposal, the research hypotheses are analyzed in the context of structural equation modeling and the software used is SPSS and Amos. The test results of the hypotheses were based on the proposed steps of Baron and Kenny. When customer orientation plays a mediating role and when it does not play a mediating role. Based on this, it was observed that in the first stage of the test, the regression coefficient of the strategic factor variable in business on the competition dynamics variable is 0.573 and the regression coefficient of the strategic factor in business on customer orientation is equal to 0.302. In the second stage, the path coefficient (0.669) and the regression coefficient of strategic factors in business on the dynamics of competition were reduced from 0.573 to 0.372. The results of path analysis method showed that by including the customer orientation variable in the conceptual model, the impact of strategic business factors on competitive dynamics is reduced. customer orientation mediates this relationship. The results show the significant effect of strategic business factors on competitive dynamics and customer orientation, and the positive and significant effect of customer orientation on competitive dynamics has been confirmed.
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