Investigating the Relationship between Market-Orientation and Competitive Advantages in Iran Tractor Manufacturing Industrial Group
Subject Areas : Business ManagementMohammad Faryabi 1 , Rana Tajvidi 2 , Mina Tajvidi 3
1 - Member of faculty member of Department of Management, Faculty of Economics, Management and Business of Tabriz University
2 - Master of Management Executive
3 - Master of Science (MBA), Tabriz University
Keywords: Market-Orientation, Competitive Advantages, LISREL,
Abstract :
Market orientation and its impact on competitive advantages is one of the important and key issues in marketing management. Market-oriented companies have a competitive advantage in quickly responding to market and customers’ needs. Also they act effectively in response to market opportunities and threats. This paper is a research that aims to investigate the relationship between market-orientation and competitive advantages in Iran Tractor Manufacturing Industrial Group. For this research a quantitative research methodology has been adopted. The primary data were collected from Iran Tractor Manufacturing Industrial Group. The data have been analyzed through using Lisrel software and structural equations methodologies. The results of this study indicate that among 3 variables of marketing culture, intellectual market and marketing capability, the intellectual market has the most effect on market orientation and among the variables effective on competitive advantage, differentiation strategy has the most coefficients, which shows the importance of these variables.
Allen. S, R. Helms, M. M, (2006), “Linking strategic practices and organizational performance to Porter’s generic strategies”, Business Process Management Journal Vol. 12 No. 4, pp. 433-454.
Aaker. D, (1992), “Strategic Market Management”, Wiley, New York.
Augusto, Mario. Coelho, Filipe. (2009), Market orientation and new-to-the-world products: Exploring the moderating effects of innovativeness, competitive strength, and environmental forces. Industrial Marketing Management. 94–108.
Barney J. (1992), “Firm Resources and Sustanined Competitive Advantage”‚ Journal of Management, 17(1), p.99-120.
Brue. S.L, (2000), “The Evolution of Economic Thought, (6th ed.)”, Dryden Press, Dryden.
Brush.C .G, (2008), “Pioneering strategies for entrepreneurial success”, Kelley School of Business.
Bel. R, (2007), “Realizing Synergies: a Property Rights View Euromed Marseille-Ecole de Management”, Working Paper Cahier de Recherche.
Hooley, G, J. Greenley, G, E. Cadogan, J, W. and Fahy, J. (2005), the performance impact of marketing resources. Journal of Business Research. 58. 18– 27.
Glazer R.; "Marketing an information-intensive environment: strategic implications of knowledge as an asset"; Journal ofMarketing, No. 55, 1991.
Hsieh, Y. Chiu, H. and Hsu, Y. (2008). Supplier market orientation and accommodation of the customer in different relationship phases. Industrial Marketing Management. 37. 380–393.
Kim, Y. (2003). How will market orientation and environment and firm’s character influence performance? Journal of Cross Cultural Management. 10. 71-88.
Kohli A.K., Jaworski, B.J.; "Marketing orientation: the constuct, research propositions and managerial implication"; Journal of marketing, No. 54, 1990
Kumar, V., Eli Jones, Rajkumar Venkatesan, Robert P. Leone, (2010), “Market Orinntation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?”, Journal of Marketing Article Postprint,
Khodadad, A., & Hosseini, S. A. (2004). Designing a Competitive Advantage Model for the Automotive Industry. Journal of Modares University of Humanities, 2(1), 189-212-189, (In Persian).
Narver J.C., Slater S.F.; "The effect of a market orientation on business profitablity"; Journal ofMarketing, No. 54, 1990.
Porter, M. E , (1980), “Competitive strategy”, The Free Press
Porter, M. (2005). Competitive Strategy. Translated by: J. Majidi & A. Mehrpooya, Tehran: Rasa Cultural Services Institute Publishing, (In Persian).
Ruekert R.W.; "Developing a market orientation: an organizational strategy perspective"; International journal of Research in Marketing, No. 9, 1992.
Singh, Satyendra. Ranchhod, Ashok. (2004), Market orientation and customer satisfaction: Evidence from British machine tool industry. Journal of Industrial Marketing Management. 33. 135– 144.
Sin Leo Y.M,Tse Alan C.B,Heung Vincent C.S,Yim Frederic H.K,(2005),"An analysis of the relationship between market orientation and business performance in the hotel industry " ,Hospitality Management,vol 24,pp 555-577.
Slater, S, F. Narver, J, C. (1990), the effect of a market orientation on business profitability. Journal of Marketing, 54(4). 20−35.
Zhou, Z, K. Brown, R, J. and Dev, S, C. (2009), Market orientation, competitive advantage, and performance: A demand-based perspective. Journal of Business Research.10. 1027- 1034.
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Allen. S, R. Helms, M. M, (2006), “Linking strategic practices and organizational performance to Porter’s generic strategies”, Business Process Management Journal Vol. 12 No. 4, pp. 433-454.
Aaker. D, (1992), “Strategic Market Management”, Wiley, New York.
Augusto, Mario. Coelho, Filipe. (2009), Market orientation and new-to-the-world products: Exploring the moderating effects of innovativeness, competitive strength, and environmental forces. Industrial Marketing Management. 94–108.
Barney J. (1992), “Firm Resources and Sustanined Competitive Advantage”‚ Journal of Management, 17(1), p.99-120.
Brue. S.L, (2000), “The Evolution of Economic Thought, (6th ed.)”, Dryden Press, Dryden.
Brush.C .G, (2008), “Pioneering strategies for entrepreneurial success”, Kelley School of Business.
Bel. R, (2007), “Realizing Synergies: a Property Rights View Euromed Marseille-Ecole de Management”, Working Paper Cahier de Recherche.
Hooley, G, J. Greenley, G, E. Cadogan, J, W. and Fahy, J. (2005), the performance impact of marketing resources. Journal of Business Research. 58. 18– 27.
Glazer R.; "Marketing an information-intensive environment: strategic implications of knowledge as an asset"; Journal ofMarketing, No. 55, 1991.
Hsieh, Y. Chiu, H. and Hsu, Y. (2008). Supplier market orientation and accommodation of the customer in different relationship phases. Industrial Marketing Management. 37. 380–393.
Kim, Y. (2003). How will market orientation and environment and firm’s character influence performance? Journal of Cross Cultural Management. 10. 71-88.
Kohli A.K., Jaworski, B.J.; "Marketing orientation: the constuct, research propositions and managerial implication"; Journal of marketing, No. 54, 1990
Kumar, V., Eli Jones, Rajkumar Venkatesan, Robert P. Leone, (2010), “Market Orinntation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?”, Journal of Marketing Article Postprint,
Khodadad, A., & Hosseini, S. A. (2004). Designing a Competitive Advantage Model for the Automotive Industry. Journal of Modares University of Humanities, 2(1), 189-212-189, (In Persian).
Narver J.C., Slater S.F.; "The effect of a market orientation on business profitablity"; Journal ofMarketing, No. 54, 1990.
Porter, M. E , (1980), “Competitive strategy”, The Free Press
Porter, M. (2005). Competitive Strategy. Translated by: J. Majidi & A. Mehrpooya, Tehran: Rasa Cultural Services Institute Publishing, (In Persian).
Ruekert R.W.; "Developing a market orientation: an organizational strategy perspective"; International journal of Research in Marketing, No. 9, 1992.
Singh, Satyendra. Ranchhod, Ashok. (2004), Market orientation and customer satisfaction: Evidence from British machine tool industry. Journal of Industrial Marketing Management. 33. 135– 144.
Sin Leo Y.M,Tse Alan C.B,Heung Vincent C.S,Yim Frederic H.K,(2005),"An analysis of the relationship between market orientation and business performance in the hotel industry " ,Hospitality Management,vol 24,pp 555-577.
Slater, S, F. Narver, J, C. (1990), the effect of a market orientation on business profitability. Journal of Marketing, 54(4). 20−35.
Zhou, Z, K. Brown, R, J. and Dev, S, C. (2009), Market orientation, competitive advantage, and performance: A demand-based perspective. Journal of Business Research.10. 1027- 1034.
