Surveying the influence of market orientation on financial performance through mediating role of cost leadership strategy in Baking strategy
Subject Areas : Marketing and business network developmentمحسن هاشمی گهر 1 , Mojtaba Lati 2 , shahram mokhlesabadi 3 *
1 - علوم انسانی،حسابداری،آزاد اسلامی،شهرقدس،تهران ،ایران
2 - ** Assistant professor at Noshahr branch, Islamic Azad University, Noshahr, Iran
3 -
Keywords: Market orientation, Cost leadership strategy, financial performance ,
Abstract :
Introduction:
One of the most important challenges facing organizations is to reduce organizational costs. In this regard, organizations will achieve higher productivity through getting more profitability. Therefore, identifying affecting factors on financial performance is very importance for organizations. The purpose of writing the current research is to determine the effect of market orientation on financial performance through mediating role of cost leadership strategy.
Methodology:
The research is applicable from goal and descriptive from data collection. Data gathering tool is questionnaire for which library and fieldwork were utilized for its designation. Statistical society includes 1800 employees and managers in different levels of Mellat Bank from which 317 ones were selected by applying Cochran sampling formula. Sampling strategy was simple random too. In the research market orientation was independent variables, cost leadership strategy was mediating and financial performance was dependent one. The mentioned questionnaire was standard ones which distributed among statistical sample after proving its validity (content) and reliability (Cronbach’s Alpha).
Results and Discussion:
The results of applying structural equation model in LISREL software environment illustrated that market orientation affects significantly and positively on cost leadership strategy and financial performance. Also cost leadership strategy affects financial performance too. Indeed, cost leadership strategy mediates the influence of market orientation on financial performance.
Conclusion:
This indicates that utilizing market-oriented tactics can improve financial performance and also help improve financial performance by influencing the implementation of a cost leadership strategy.This research helps operators improve their financial performance by adopting a market orientation and implementing cost leadership strategies.
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