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Manuscript ID : IMJ-2010-1447 (R2) Visit : 58 Page: 187 - 206

Article Type: Original Research

Identifying antecedent and consequence of Market Orientation in the Dairy Industry (Case Study of Ramak Dairy Products Company)

Subject Areas : Industrial Management

hossein  mokhtarpoor 1 (PhD student, Department of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran)
serajaldin  mohebi 2 (Assistant Professor of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran)
bijan  nahavandi 3 (Assistant Professor, Department of Industrial Management and Technology, Science and Research Branch, Islamic Azad University, Tehran, Iran)

Received: 2020-09-05 Accepted : 2020-12-02 Published : 2020-12-07

Keywords: Marketing Capability, market intelligence, Keywords: market orientation,

Abstract :

This study aims to Identify the antecedent and consequence of Market Orientation in Dairy industry (case study of Ramak Dairy Products Company) was conducted. In terms of purpose, it was applied and in terms of how to collect information, it was a mixed (qualitative-quantitative) research.The statistical population in the qualitative section included academic and organizational experts including Ramek specialists and in the quantitative section included all employees of Ramek Dairy Products Company. The sample size was estimated in the qualitative part with theoretical saturation (15 people using purposive sampling) and in the quantitative part based on Cochran's formula 291 people.Data collection tools were qualitative interview, interview and quantitative researcher questionnaire. Thematic analysis method was used to analyze the qualitative data.The validity of the questionnaire was confirmed in terms of form, content and structure. The reliability of the questionnaire through Cronbach's alpha for the whole questionnaire was 0.86. Confirmatory factor analysis was used to analyze the data. The results identified 19 components and 90 indicators that 11 components (internal factors) of market orientation antecedent including senior management emphasis, manager risk-taking, conflict, cross-sectoral communication, structure, market-based reward system, marketers' expertise, Citizenship behavior, marketing culture, marketing capability and innovation and the four components of external factors of market orientation predecessors included market turmoil, competition, technological dynamics and market intelligence. And 4 components including commitment, satisfaction, employee solidarity and performance were considered as the consequences of market orientation. A research model consisting of the effective antecedents and consequences of market orientation was presented .

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_||_

  1. Akintunde, Musibau. Ajagbea, Choi Sang Longb, Oluyinka Solomonc. (2014). The Impact of Sales Promotion and Product Branding on Company Performance: A Case Study of AIICO. Insurance Nigerian PLC. International Conference on Innovation, Management and Technology Research, Malaysia, 22 – 23 September, 2013.
    2.
  2. Aluisius Hery Pratono, Noviaty Kresna Darmasetiawan, Ananta Yudiarso, Bok Gyo Jeong. (2019). Achieving sustainable competitive advantage through green entrepreneurial orientation and market orientation: The role of inter-organizational learning. The Bottom Line.
    3.
  3. Amini, Alireza. Marzouei, Ismail. And Aghajari, Masoumeh. (2017). the Role of Psychological Empowerment and Employee Tendency to Employee in the Relationship between Market Orientation and Organizational Innovation. Business Management Quarterly, (32), 233-258.
    4.
  4. Bellion, A., & Robert-Demontrond, P. (2018). The role of imaginaries in the construction of an innovative market: A market-oriented ethnography of the nanotechnology market. Recherche ET Applications en Marketing (English Edition), 2051570717751637.
    5.
  5. Bagheri, Seyed Mohammad; Hosseini Amiri, Seyed Mahmoud; Mehrjoo, Hamed. (2017). Investigating the effect of market orientation and the combination of organizational learning and innovation on the performance of small and medium businesses (Case study: small and medium companies in Babol-Mazandaran). The 2nd National Conference and the Second International Conference on Management and Accounting in Iran.
    6.
  6. Buli, B. M. (2017). Entrepreneurial orientation, market orientation and performance of SMEs in the manufacturing industry: Evidence from Ethiopian enterprises. Management Research Review, 40(3), 292-309.
    7.
  7. Boroujeni, J.S; Jafari, F.; & Najafian, M. (2013). The Barriers of Marketing Strategy Planning on Iran Khodro. International Journal of Business and Management Invention, 2(1), 79-83.
    8.
  8. Charan Raj Bhattarai, Caleb C.Y. Kwong, Misagh Tasavori. (2019). Market orientation, market disruptiveness capability and social enterprise performance: An empirical study from the United Kingdom. Journal of Business Research, 96 (2019) 47–60.
    9.
  9. Dian Utami Sutiksno, Ansari Saleh Ahmar, Irma Setyawati, Muh. Yamin Noch, Victor Pattiasina. (2019). Market Orientation And Distinctive Competence Toward Service Mix On Study Programs Of Higher Education In Maluku, Indonesia. Journal of Entrepreneurship Education, 22 (1).
    10.
  10. Doaei Rad, Habibullah; Poor, Samira. (2013). the effect of organizational culture on market orientation with emphasis on the mediating role of organizational conflict (Case study: Furniture industry in Mashhad). Applied Sociology, 24 (51), 130-115.
    11.
  11. Dadashi, Mohammad Ali., Mohammadian, Mahmoud. Dehdashti Shahrokh, Zaheda. And Khashei, Vahid. (2017). Indigenous model of market orientation development of organic products in Iran. Agricultural Economics Research, 9 (4), 258-231.
    12.
  12. Fakoor, Amir Mohammad; Sadeghi, Angel. (2016). Investigating the mediating role of sustainable marketing and market orientation in the effect of internal marketing on performance (Case study: Bank Mellat branches in Mashhad). Business Management Quarterly, 29, 659-680.
    13.
  13. Glaveli, N., & Geormas, K. (2018). Doing well and doing well: Exploring how strategic and market orientation impacts social enterprise performance. International Journal of Entrepreneurial Behavior & Research, 24(1), 147-170.
    14.
  14. Giri Jogaratnam. (2017). How organizational culture influences market orientation and business performance in the restaurant industry. Journal of Hospitality and Tourism Management, 31 (2017), 211-219.
    15.
  15. Gholami Arbab Din Mohammadi, Fatemeh. (2015). Study and Prioritization of Organizational Barriers to Market Orientation in Publishing Institutions in Mashhad. Master Thesis in Publishing Management, Imam Reza International University, Faculty of Literature and Humanities.
    16.
  16. Ghaffarzadeh Ahangar, Ismail. (2014). Investigating the Impact of Internal Marketing on Bank Mellat Performance with Emphasis on Market Orientation (Case Study: All Branches of Bank Mellat in Mazandaran Province), M.Sc. Thesis, School of Management, Payame Noor University, Mazandaran Province.
    17.
  17. Huhtala, J. P., Sihvonen, A., Frösén, J., Jaakkola, M., & Tikkanen, H. (2014). Market orientation, innovation capability and business performance: Insights from the global financial crisis. Baltic Journal of Management, 9(2), 134-152.
    18.
  18. Habibi, Roozbeh. (2013). Designing a Comprehensive Model of the Impact of Market Orientation on the Performance of Business Units (Case Study: Stock Companies). PhD Thesis, Faculty of Economics and Social Sciences, Payame Noor University, Tehran.
    19.
  19. Ikhlasi, Amir; Sidamiri, Nader; Hindijani Fard, Morteza. (2018). The role of domestic market orientation in the development of entrepreneurial orientation; Internet service providers in Tehran. Journal of Modern Marketing Research, 8(1-28), 116-97.
    20.
  20. Ismaili, Mohsen. Ehsani, Mohammad. And koozechian, Hashem. (2016). Designing a model of the effect of market orientation on customers' future behavior in water sports recreation complexes with regard to service quality, Journal of Sports Management and Development, 5(1), 137-152.
    21.
  21. Lee, Y. K., Kim, S. H., Seoc, M. K., and Hight, K. (2015). Market orientation and business performance: Evidence from franchising industry. International Journal of Hospitality Management, (44) 28–37.
    22.
  22. Mazrouei Nasrabadi, Ismail; Fattahi, Hamid Reza; Dolatshah, Peyman. (2020). The effect of entrepreneurial marketing mix on the entrepreneurial success of knowledge-based enterprises by explaining the moderating role of market orientation. Entrepreneurship Development, 47 (spring), 141-160.
    23.
  23. Mohammadi Hosseini, Seyed Ahmad; Amin Beidakhti, Ali Akbar; Jamshidi, Laleh (2013). Investigating the role of organizational learning in increasing innovation performance. Bi-Quarterly Journal of Innovation and Value Creation, 2 (4).
    24.
  24. Mohammadi, Mohsen; Babaei, Mohammad Reza; Moradi, bagher. (2016). Investigating the effect of internal marketing on market orientation in Tehran Province Gas Company. Selected Management Monthly, 182, 91-105.
    25.
  25. Nayebzadeh, Shahnaz; Jalali, Maryam (2012). Investigating the Relationship between Internal Market Orientation and Market Performance (Case Study: Moallem Insurance Company), 5th Insurance Business Conference and Festival, Insurance Industry Business Development Center.
    26.
  26. Nazari, rasoul, ghafghazi, Mehr al-Sadat. (2019). the effect of competitive intelligence on market orientation and entrepreneurship (Case study: in private clubs in Isfahan). Business Reviews, 97, (October and November),33-44.
    27.
  27. Pakdel, Mohammad Reza, Nayebzadeh, Shahnaz and Dehghan Dehnavi, Hassan (2011), Evaluating the effect of market orientation, innovation and customer loyalty on business performance (Case study: Paul Garment Group). Journal of Marketing Management, 10, (10-26).
    28.
  28. Ra’ed Masa’deh, Jawaher Al-Henzab, Ali Tarhini, Bader Yousef Obeidat. (2018). the associations among market orientation, technology orientation, entrepreneurial orientation and organizationa performance. Benchmarking: An International Journal, 25(8), 3117-3142.
    29.
  29. Salehzadeh, R., Khazaei, J., Tabaeeian, R. and Amani, M. (2017). The Impact of Internal Marketing and Market Orientation on Performance: An Empirical Study in Restaurant Industry. Measuring Business Excellence, https://doi.org/10.1108/MBE-02-2016-0009
    30.
  30. Sanna Joensuu-Salo, Kirsti Sorama, Anmari Viljamaa, Elina Varamäki. (2018). Firm Performance among Internationalized SMEs: The Interplay of Market Orientation, Marketing Capability and Digitalization. Adm. Sci. 2018, 8, 31;
    31.
  31. Sherafat,. Hadi. (2014). Investigating the Relationships between Marketing Power and Market Orientation with Business Performance (Case Study of Sepah Bank, Yazd). M.Sc. Thesis, Faculty of Management, Islamic Azad University, Yazd Branch, Yazd.
    32.
  32. Tomczak, T., Reinecke, S., & Kuss, A. (2018). Market-Oriented Corporate PlanningMarket-oriented corporate planning. Strategic Marketing, Springer Gabler, Wiesbaden.
    33.
  33. Valenzuela, J. P., Bellei, C., & Ríos, D. D. L. (2014). Socioeconomic school segregation in a market-oriented educational system. The case of Chile. Journal of education Policy, 29(2), 217-241.
    34.
  34. Wei, Z., Zhao, J. & Zhang, C. (2014). Organizational ambidexterity, market orientation, and firm performance. Journal of Engineering and Technology Management, 33 (1), 134-153.
    35.

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