University of Sistan and Baluchestan & Iranian Academy of Management Sciences Public Management Researches 2538-3418 18 69 2025 09 23 Presenting the Market Orientation Model of Knowledge-Based Companies Presenting the Market Orientation Model of Knowledge-Based Companies 287 322 9435 10.22111/jmr.2025.50959.6332 FA Banafshe Akbari Ph.D. Candidate, Department of Public Administration, Faculty of Humanities, Islamic Azad University, Birjand, Branch, Birjand, Iran. 0009-0004-7085-0980 Mahdi Mahmoudzade Vashan Assistant professor, Department of Public Administration, Faculty of Humanities, Islamic Azad University, Birjand, Branch, Birjand, Iran. Nour Mohammad Yaghoubi Professor of Management, Faculty of Economics and Administrative Sciences, University of Sistan and Baluchestan, Zahedan, Iran. 0000-0001-6808-0594 Mohammad Mohammadi Assistant professor, Department of Public Administration, Faculty of Humanities, Islamic Azad University, Birjand, Branch, Birjand, Iran. Journal Article 2025 01 31 Abstract 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. Introduction 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. Case study 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. Materials and Methods 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. Discussion and Results 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. Conclusion 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. Abstract 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. Introduction 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. Case study 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. Materials and Methods 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. Discussion and Results 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. Conclusion 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.

https://jmr.usb.ac.ir/article_9435_f919854ae1d2861cc6f7624ac21a95c5.pdf