The company's strategic orientation model using the Delphi technique
Subject Areas : Strategic Management Researches
Keywords: Market Orientation, Keywords: strategic orientation, brand orientation and entrepreneurial orientation,
Abstract :
The aim of this study was to design the strategic orientations model of market, brand and entrepreneurship in the food industry in Iran. The organizational decisions are not formed in a vacuum but in the economic and cultural environmental context of each country, they are much influenced by many different factors. This study is of applied type and was conducted in two stages. First after an extensive literature review a model was designed and second this conceptual model by using the Delphi technique was completed and approved by experts . The population of the study consists of a combination of academic and industrial experts in the field of food industry. The sampling methods were Judgmental and snowballing and 33expert were selected. Finally, the dimensions and indicators for each orientation were identified through data analysis with student T test , U Mann-Whitney and Friedman ranking test. Then the company 's strategic orientation model in the food industry was designed with Spearman correlation coefficient. The findings show that there are five factors which are important to evaluate the rate of company market orientation .these factors include : Customer orientation, competitor orientation, interfunctional coordination, market intelligence and responsiveness , as well as five highly important factors to measure the rate of brand-oriented company which include attitude to brand , brand behavior , internal and external interaction and brand capacity.The most important indicators to measure entrepreneurial orientation are innovation, proactiveness and risk taking.