دانشگاه سیستان و بلوچستان پژوهش های مدیریت عمومی 2538-3418 18 69 2025 09 23 Presenting the Market Orientation Model of Knowledge-Based Companies ارائه مدل بازارگرایی شرکت‌های دانش‌بنیان 287 322 9435 10.22111/jmr.2025.50959.6332 FA بنفشه اکبری دانشجوی دکترای مدیریت ،گروه مدیریت ،دانشکده علوم انسانی ،دانشگاه آزاد اسلامی ،بیرجند ،ایران. 0009-0004-7085-0980 مهدی محمودزاده واشان استادیار ،گروه مدیریت ،دانشکده علوم انسانی ،دانشگاه آزاد اسلامی ،بیرجند ،ایران. نورمحمد یعقوبی استاد، گروه مدیریت ،دانشکده اقتصاد و علوم اداری، دانشگاه سیستان و بلوچستان ، زاهدان، ایران. 0000-0001-6808-0594 محمد محمدی استادیار ،گروه مدیریت ،دانشکده علوم انسانی ،دانشگاه آزاد اسلامی ،بیرجند ،ایران. Journal Article 2025 01 31 <strong>Abstract</strong><br />In today's business environment, which is characterized by changes in consumer preferences, market liberalization, rapid technological advancement, and global competition, market orientation is recognized as a key competitive weapon. Therefore, the present study was conducted with the aim of presenting a model of market orientation in knowledge-based companies in the country using a meta-synthesis method. And five dimensions of competitiveness, advantage orientation, customer orientation, innovation orientation, and technology orientation with 25 concepts and 145 codes were identified as factors affecting market orientation and development of these companies.<br /><strong>Introduction</strong><br />In today's business environment, which is characterized by changes in consumer preferences, market liberalization, rapid technological progress and global competition, market orientation is known as a key competitive weapon (Gholipour et al., 2022: 86). However, in most developing countries, evidence suggests that the lack of market orientation in many businesses has often led to low levels of performance and higher risks of failure (Abbasi Esfenjani, 2024: 171). On the other hand, it should be acknowledged that the growing growth of financial markets and the development and development of new technologies in the infrastructure and software technology platforms has led many modern and special shapes to become a new form (Pizzurro et al., 2019) and working on science and technology (Emerzue et al., 2022). This form of new businesses known as knowledge -based companies are the motor for the knowledge -based economy (Bayat et al., 2021: 66). In our country, one of the most important focus on the policies of the Resistance Economics is the pioneer of knowledge -based economy and the support and expansion of internal knowledge -based companies (Imani et al., 2018: 292). However, in our country evidence suggests that despite the development and implementation of development programs, policy measures and various financial, tax, hardware and software facilities and incentives, many knowledge -based companies at a failure rate. There is high (Samadi Ansari et al., 2024: 192). Therefore, the present study attempts to present a market orientation model in knowledge -based companies by presenting an indigenous pattern that is appropriate to the country's contextual conditions and take a step towards resolving this issue.<br /><strong>Case study</strong><br />The statistical population of this research includes all articles published in domestic and foreign scientific databases between 2004 and 2024, and finally 41 studies that were closely related to the subject under study were selected as a sample.<br /><strong>Materials and Methods </strong><br />The research is of an applied type with an exploratory nature, and the meta-synthesis method (Sandelowski and Barroso's seven-step model (2007)) was used to collect data. Text analysis was also performed based on content analysis, and the dimensions and codes of the desired model were extracted. In addition, the Kappa index was used to examine the validity from the point of view of specialists and experts in the field of research and to measure reliability.<br /><strong>Discussion and Results</strong><br />According to the analysis conducted using the content analysis method on 41 final studies, a total of 5 categories: competitiveness, advantage orientation, customer orientation, innovation orientation, and technology orientation, 25 concepts, and 146 indicators were discovered and labeled as factors affecting the development of market orientation in the country's knowledge-based companies in this study.<br /><strong>Conclusion</strong><br />According to the studies conducted in this field and also according to the extraction of 146 indicators through the application of meta-synthesis method, it was determined that the factors affecting the development of market orientation in the country's knowledge-based companies are in five categories: competitiveness, advantage orientation, and customer orientation. , innovativeness and technological orientation, and the use of these factors can provide a suitable basis for the development and success of more knowledge-based companies in the country. Further, the findings of the research showed that the 7 components of research and development activities, competitive value creation, strategic competitiveness, intelligent behavior, opportunism, competitor analysis, principled pricing and strategic market orientation in the form of the concept of competitiveness; 5 components of strategic human capital, inter-functional coordination, emphasis on resources, market-oriented management and market-oriented capabilities in the form of the concept of advantage; 5 components of customer valuation, customer satisfaction, customer needs assessment, customer attraction and customer retention in the form of the concept of customer orientation; 5 components of distinctive products and services, idea-oriented, knowledge-oriented, management's commitment to innovation and management's innovative thinking in the form of the concept of innovation; And finally, 2 components of digital marketing and emphasis on new technologies in the form of the concept of technological orientation formed the foundations of the model of market orientation in the country's knowledge-based companies. <strong>امروزه به دلیل تغییرات شدید ترجیحات مشتریان، پیشرفت سریع تکنولوژی و جهانی‌شدن بازار و رقابت، بازارگرایی یکی از مهم‌ترین ابزاراهای موفقیت و برتری شرکت‌ها شناخته می‌شود. ازاین‌رو پژوهش حاضر با هدف ارائه مدل بازارگرایی در شرکت‌های دانش‌بنیان کشور انجام شده است. بدین منظور از روش فراترکیب برای جستجو در پایگاه‌های اطلاعاتی داخلی و خارجی در محدوده زمانی 2004 تا 2024 میلادی و 1383 تا 1403 شمسی استفاده گردید که درنهایت 41 پژوهش انتخاب شدند و در ادامه با استفاده از تحلیل محتوای آن‌ها، کدها و مفاهیم مدل مورد نظر استخراج گردید. بر اساس یافته‌های پژوهش،  145 کد 25مفهوم و در قالب پنج بعد رقابت‌گرایی، مزیت‌گرایی، مشتری‌گرایی، نوآوری‌گرایی و فناوری‌گرایی برای الگوی بازارگرایی در شرکت‌های دانش‌بنیان کشور برچسب‌گذاری شدند. نتایج نشان داد که این پنج دسته عامل می‌توانند بر بازارگرایی در شرکت‌های دانش‌بنیان کشور تأثیرگذار باشند و به میزان قابل توجهی موجب توسعه هر چه بیشتر این دسته از شرکت‌ها در محیط تجاری امروز شوند.</strong><br />واژه‌های کلیدی: بازارگرایی، شرکت‌های دانش‌بنیان، روش فراترکیب https://jmr.usb.ac.ir/article_9435_f919854ae1d2861cc6f7624ac21a95c5.pdf