Evaluation the Role of Entrepreneurial Proclivity Organization Structure and Market Orientation on Business Performance
Subject Areas : Jounal of Marketing ManagementH. Nikoomaram 1 , K. Heidarzadeh 2
1 - دانشیار، عضو هیأت علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران
2 - استادیار، عضو هیات علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران
Keywords: referral system, Appropriate model, Plan of guidance and counselli, Guidance, Counseling,
Abstract :
The latest studies (2002) show potential challenges between market orientation and entrepreneurial proclivity tendency for achieving better business performance. This is an anxious and affective case for the marketers because it may implied that market orientation is only reserved for those companies merely being active in entrepreneurship and innovation.The main question of this research is "WHAT ARE THE EFFECTS OF ADOPTING ENTREPRENEURIAL PROCLIVITY AND MARKETING ON BUSINESS PERFORMANCE AND THE ACTIVITIES OF THE PRODUCING COMPANIES?" (Those companies accepted in the stock exchange department). For this purpose, those companies accepted in stock exchange departmentthat produce consumer goods and their 3-year financial information record were available in the said department were studied. On the other hand required information about the said companies were collected from highest marketing authorities through some questionnaire forms. Main variables of the research are: entrepreneurial proclivity, market orientation and organizational structure aspects, performance indexes are: market share, sales development and sale margin. Research method is correlation research with applied and provisional use. The model components were elaborated with consideration to the research history and background in Iran and the world as well as the theoretical fundamentals. The proposed model got ready in six components: philosophy, goals, theoretical foundations. Conceptual framework, implementation stages evaluation and feedback, ready for sampling. For studying the model of guidance and advisory systems, the field method was used. The statistical sampling was implemented among four groups of faculty members, experts, principals and teacher of elementary school including 523 persons (subjects), who were selected randomly. Survey method was conducted through questionnaire for data gathering and after pilot study and revising and determining the validity and reliability and applying the amendments offered by sample groups, it was ready for implementation. Upon data gathering and analysis of the data, the finding showed that the model was approved by *75.2%) of the respondents who chose moderately appropriate. Also by comparison of model components in view point of the respondents in different groups and lack of meaningful difference between them, it seems that the components of the model were confirmed theoretically (based on faculty members' and experts' views) and practically (based on principals' and teachers' views).
