Indigenous model of market orientation (MO) for Iranian knowledge-based companies

Subject Areas : مدیریت

Kazem Mohammaddoost ¹ , Hamid Reza Saeedniya ² , Ahmad Rahchamani ³

1 - PhD Student, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 - Associate Professor, Department of Business Management, Tehran Branch, Islamic Azad University, North Tehran, Iran (Correspondence Officer)
3 - Assistant Professor, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

Received: 2021-04-23 Accepted : 2021-10-28 Published : 2022-02-20

Keywords: Market Orientation, learning orientation, Customer Orientation, Future Orientation, Innovation Orientation,

Abstract :

The purpose of this research is to discover and introduce an indigenous model and a specific market orientation approach for Iranian knowledge-based companies during a qualitative research and hypotheses test and model fitness by conducting a quantitative research.The present study is a mixed research method and includes both qualitative and quantitative approaches. In the qualitative part of the research, while studying the documents, reviewing the theoretical literature, conducting library studies and interviewing experts and owners of knowledge-based companies in Iran, the capabilities of MAXQDA 2020 software were used to encode the interviews and then with using grounded theory (GT) is designed and presented special model Market orientation for such companies. In quantitative part, the capability of SPSS software to analyze descriptive statistics and SmartPLS3 software to analyze inferential data has been used for test research hypotheses, determine the validity and fitness of the conceptual model. The substantive, theoretical and core codes of these interviews have been extracted in an open, axial and selective coding process. Since all research studies are based on a theoretical framework, conceptual model or mind map that explains the research variables and possible causal relationships between them, the present study uses a pragmatic theoretical lens and a pluralistic approach to show that has been a positive and significant interactive link between the structure of market orientation and the structures of market turbulence, technological turbulence and the competition intensity as a antecedents of market orientation and also with business performance as a consequence of market orientation.