ارائه مدل بازارگرایی شرکت‌های دانش‌بنیان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت ،گروه مدیریت ،دانشکده علوم انسانی ،دانشگاه آزاد اسلامی ،بیرجند ،ایران.

2 استادیار ،گروه مدیریت ،دانشکده علوم انسانی ،دانشگاه آزاد اسلامی ،بیرجند ،ایران.

3 استاد، گروه مدیریت ،دانشکده اقتصاد و علوم اداری، دانشگاه سیستان و بلوچستان ، زاهدان، ایران.

چکیده

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.
واژه‌های کلیدی: بازارگرایی، شرکت‌های دانش‌بنیان، روش فراترکیب

کلیدواژه‌ها

عنوان مقاله [English]

Presenting the Market Orientation Model of Knowledge-Based Companies

نویسندگان [English]

  • Banafshe Akbari 1
  • Mahdi Mahmoudzade Vashan 2
  • Nour Mohammad Yaghoubi 3
  • Mohammad Mohammadi 2
1 Ph.D. Candidate, Department of Public Administration, Faculty of Humanities, Islamic Azad University, Birjand, Branch, Birjand, Iran.
2 Assistant professor, Department of Public Administration, Faculty of Humanities, Islamic Azad University, Birjand, Branch, Birjand, Iran.
3 Professor of Management, Faculty of Economics and Administrative Sciences, University of Sistan and Baluchestan, Zahedan, Iran.
چکیده [English]

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.

کلیدواژه‌ها [English]

  • market orientation
  • knowledge-based companies
  • Meta-Synthesis

مراجع

 
منابع فارسی
آزادی، مهدی؛ حیدری، سید علی؛ میرابی، وحید رضا. (1402). ارائه مدل تأثیرگذاری بر بهره‌وری صنعت فرش دستبافت کشور. مدیریت بهره‌وری. 17(1)، 279-299.
آتیه‌کار، غلامرضا؛ نعامی، عبدالعظیم ؛ مشبکی، اصغر (1401). الگوی ارزیابی عملکرد در توسعه سرمایه‌گذاری مشترک بین‌المللی جمهوری اسلامی ایران با راهبرد فاکتورهای بازارگرایی. روابط خارجی، 14(53)، 127-158.
احمدی، مریم؛ خیری، بهناز؛ قاسمی، بهزاد. (1401). ارائه و آزمون مدل برنامه‌ریزی استراتژیک بازارگرا بر تدوین استراتژی‌های شرکت‌های کوچک و متوسط با در نظر گرفتن قابلیت‌های استراتژیک در حوزه سلامت. مجله دانشکده پزشکی دانشگاه علوم پزشکی مشهد، 66(4)، 895-911.
افشارفر، مهدی. (1401). بررسی تأثیر بازارگرایی و قابلیت‌های بازاریابی بر عملکرد مالی با توجه به نقش تعدیل‌گر نوآوری. فصلنامه رویکردهای پژوهشی نوین در مدیریت و حسابداری، 6(85)، 668-690.
الماسی، الهه؛ شجاعی، فاطمه؛ طاهری روزبهانی، مریم. (1402). بررسی تأثیر بازارگرایی (محوری) بر عملکرد کسب‌وکار و مدیری واحد (یکپارچه) شهری. فصلنامه مطالعات مدیریت شهری، 15(54)، 67-77.
امینی، علی.رضا؛ مزروعی نصرآبادی، ابوالفضل؛ آقاجاری، معصومه. (1396). نقش توانمندسازی روان‌شناختی و تمایل به کارآفرینی کارکنان در رابطه بین بازارگرایی و نوآوری سازمانی. مدیریت بازرگانی، 9(2)، 233-258.
استیری، مریم ؛ دیوانداری، علی؛ سیدجوادین، سید. رضا؛ خداداد حسینی، سید حمید. (2015). شناسایی ابعاد بازارگرایی در صنعت خدمات بانکداری کشور با تأکید بر نقش منابع انسانی. مدیریت بازرگانی، 7(2)، 295-314.
ایمانی، علی محمد؛ حسینی‌فر، احسان؛ آهنگ، فرناز. (1397). تأثیر شبکه‌های اجتماعی بر کارآفرینی دیجیتالی با نقش میانجی تشخیص فرصت (مطالعه شرکت‌های دانش‌بنیان مستقر در پارک علم و فناوری استان کرمان). پژوهش‌های مدیریت عمومی، 11(41)، 287-312.
بندریان، رضا؛ بندریان، مجید. (1392). بازارگرایی راهبردی در سازمان‌های پژوهش و فناوری. نامه سیاست علم و فناوری، 2(3)، 45-56.
بیات، ندا؛ ذاکری، مجتبی؛ اسدی، ابراهیم . (1400). تأثیر اعتماد سازمانی بر تجاری‌سازی دانش در شرکت‌های دانش‌بنیان. فصلنامه خط‌مشی‌گذاری عمومی در مدیریت، 12(43)، 65-80.
بیکی دمنه، زهرا؛ علامه، سید محسن؛ اعتباریان، اکبر؛ شریفی، سارا. (1402). طراحی مدل رهبری شورانگیز ویژه شرکت‌های دانش‌بنیان. نشریه علمی پژوهش‌های مدیریت منابع انسانی، 15(2)، 87-122.
تیموری اصل، یوسف ؛ جوکار؛ علیرضا. (1394). ارائه مدل بازارگرایی در صنعت بانکداری ایران با استفاده از روش دلفی. پژوهش‌های مدیریت در ایران، 1، 45-67.
داداشی، محمدرضا ؛ محمدیان، منصور؛ دهدشتی شاهرخ، زهره؛ خاشعی، وحید. (1396). الگوی بومی توسعه بازارگرایی محصولات ارگانیک در ایران. تحقیقات اقتصاد کشاورزی، 9(4)، 231-258.
دقتی، عادله؛ یعقوبی، نور محمد؛ کمالیان، امین رضا؛ دهقانی، مهدی (1399). طراحی الگوی استقرار و توسعه حکمرانی خوب الکترونیک با استفاده از روش فراترکیب. پژوهش‌های مدیریت در ایران، 24(2)، 1-34.
دقتی، عادله؛ یعقوبی، نور محمد؛ کمالیان، امین رضا؛ دهقانی، مهدی (1398). ارائه الگوی توسعه مرحله‌ای حکمرانی شبکه‌ای با استفاده از روش فراترکیب. فصلنامه مدیریت دولتی، 11(2)، 203-230.
رمضانی، سید غلامرضا؛ عزیزی، نسرین ‌السادات؛ شفیعی سروستانی، محمدرضا. (1398). بازارگرایی در آموزش عالی: واکاوی نقش و کارکرد بازاریابی. دوفصلنامه مطالعات برنامه‌ریزی آموزشی، 8(15)، 1-18.
شیخی، محمد تقی؛ مرادی، داوود؛ سعیدی، نازنین . (1398). بررسی تأثیر بازارگرایی و کیفیت خدمات بر توان رقابتی باشگاه‌های ورزشی با توجه به نقش میانجی عملکرد بازار. مجله مطالعات فرهنگی- اجتماعی المپیک، 1(1)، 157-174.
شیوا، آرش؛ آقازاده، هاشم ؛ حیدری، عیسی. (1395). راهبردهای بازارگرایی و نوآوری، رویکردی به پویایی کسب‌وکار. مدیریت بازرگانی، 8(1)، 159-182.
صمدی انصاری، هادی؛ رضوی، محمدرضا؛ جعفری، پریسا (1403). ارائه مدل ارتقاء عملکرد تجاری شرکت‌های دانش‌بنیان حوزه نانو فناوری مبتنی بر شیوه‌های یادگیری فناورانه. نشریه علمی مدیریت دانش سازمانی، 7(24)، 191-226.
عباسی اسفنجانی، حسین. (1403). الگوی تحلیلی نقش واسطه‌گری نوآوری سازمانی بین بازارگرایی و عملکرد کسب‌وکارهای کوچک و متوسط استان آذربایجان شرقی. مدیریت کسب‌وکارهای بین‌المللی، 7(2)، 169-191.
عباسی اسفنجانی، حسین؛ دانایی، هادی.؛ اسدی قربانی، ابراهیم  (1399). طراحی الگوی عملکرد محصول جدید مبتنی بر بازارگرایی و سرعت نوآوری در صنعت چرم. تحقیقات اقتصاد کشاورزی، 12(3)، 99-124.
عزیزی شمامی، مرتضی؛ نوه‌ابراهیم، عبدالرحیم. (1395). بازارگرایی در آموزش عالی: ارائه راهکار جهت موقعیت‌یابی در بازار آموزش عالی ایران. کنگره ملی آموزش عالی ایران، تهران.
عزیزی شمامی، مرتضی؛ نوه‌ابراهیم، عبدالرحیم ؛ آراسته، محمدرضا؛ بهرنگی، محمدرضا. (1394). فصلنامه مطالعات توسعه اجتماعی- فرهنگی، 4(3)، 183-206.
فرج‌پور، مهدی؛ صالح‌ اردستانی، علی. (1399). شناسایی عوامل تأثیرگذار بر بازارگرایی بر اساس تکنولوژی‌های نوین در صنعت بیمه به‌منظور ارائه الگو. فصلنامه اقتصاد مالی، 14(53)، 173-192.
فرچ‌پور پیربستی، مهدی؛ صالح اردستانی، علی. (1400). الگوی بازارگرایی با رویکرد تکنولوژی‌های نوین و مسئولیت اجتماعی (به‌عنوان یک مؤلفه اخلاقی). فصلنامه اخلاق در علوم و فناوری، 16(4)، 96-102.
قلی‌پور، مهدی؛ رحمتی، یوسف؛ شاهرودی، کیومرث. (1400). برازش مدل بومی بازارگرایی در صنعت بانکداری ایران. فصلنامه اقتصاد مالی، 15(55)، 247-268.
قلی‌پور، مهدی؛ رحمیتی، یوسف؛ شاهرودی، کیومرث. (1401). ارائه الگوی بازارگرایی در صنعت خدمات بانکداری ایران با رویکرد جامعه‌شناختی. ماهنامه علمی جامعه‌شناسی سیاسی ایران، 5(7)، 85-104.
محمددوست، کامران؛ سعیدنیا، حمیدرضا؛ راه‌چمنی، ابوالفضل. (1401). ارائه الگوی بازارگرایی برای شرکت‌های دانش‌بنیان ایران. دوماهنامه بررسی‌های بازرگانی، 20(112)، 45-62.
مختارپور، حامد؛ محبی، سید داود؛ نهاوندی، بهرام. (1399). ارائه مدل جدید بازارگرایی با تأکید بر پیامدهای اخلاقی (مطالعه موردی شرکت فراورده‌های لبنی رامک). فصلنامه اخلاق در علوم فناوری، 15(3)، 132.140.
ملک اخلاق، الهام؛ ابراهیم‌پور، مجتبی؛ نوروزی رودپشتی، زهرا. (1395). مطالعه تأثیر بازارگرایی بر عملکرد بازار شرکت‌های کوچک و متوسط با میانجی‌گری قابلیت‌های نوآوری. راهبردهای بازارگانی (دانشور رفتار)، 23(7)، 57-74.
ملکی صومعه‌لو، مهدی؛ انصاری، محمد؛ سلام‌زاده، آرمان. (1402). ارائه مدل بازارگرایی شرکت‌های دانش‌بنیان سلامت‌محور با روش مدل‌یابی معادلات ساختاری. مجله علوم پزشکی رازی، 30(192)، 1-13.
موسوی، سیدمهدی؛ زاهدی، شمس السادات. (1396). تحلیلی بر وضعیت بازارگرایی در صنعت هتل‌داری ایران (مورد مطالعه: هتل‌های چهار و پنج ستاره شهر تهران). فصلنامه علمی- پژوهشی گردشگری و توسعه، 6(11)، 134-148.
مهاجرانی، فاطمه؛ حاجی‌پور، بهمن؛ عزیزی، شهلا؛ عالم تبریز، اکبر. (1398). طراحی و تبیین الگوی عوامل مؤثر بر عملکرد بازارگرایی در دانشگاه فنی و حرفه‌ای کشور. فصلنامه مطالعات میان‌رشته‌ای در علوم انسانی. 11(1)، 199-228.
نادری، کاووس علی؛ واعظی، سید کاظم. (1399). رویکرد بازارگرایی در صادرات خدمات فنی و مهندسی نقت و گاز در ایران. فصلنامه مطالعات راهبردی در صنعت نفت و انرژی، 13(41)، 35-52.
 
Recrences
Abbasi Esfanjani, H. (2014). Analytical model of the mediating role of organizational innovation between market orientation and the performance of small and medium-sized businesses in East Azerbaijan province. International Business Management, 7(2), 169-191(In Persian).
Abbasi Esfanjani, H., Danaei, H., & Asadi Ghorbani, E. (2019). Designing a new product performance model based on market orientation and the speed of innovation in the leather industry. Agricultural Economics Research, 12(3), 99-124(In Persian).
Abbasi Esfenjani, H. (2024). Analytical Pattern of Organizational Innovation the Role of Organizational Innovation between Marketing and Performance of Small and Medium Businesses in East Azerbaijan Province. International Business Management, 7 (2), 169-191. (In Persian)
Abbasi Esfenjani, H., Danayi, H. A., & Asadi Ghorbani, A.  B. (2020). Designing a new product performance pattern based on marketing and the speed of innovation in the leather industry. Research of Agricultural Economics, 12(3), 124-124. (In Persian)
Abdul Shameem, A. L. M., & Mujahid Hilal, M. I. (2021). Exploring the Nexus of Entrepreneurial Orientation and Market Orientation on Business Performance and the Role of Innovation among the MSMEs in Sri Lanka. Academy of Entrepreneurship Journal, 3(27), 1-16.
Afsharfar, M. (2022). Investigating the effect of market orientation and marketing capabilities on financial performance with regard to the moderating role of innovation. Journal of New Research Approaches in Management and Accounting, 6(85), 668-690(In Persian)
Afsharfar, M. (2022). Investigating the effect of market orientation and marketing capabilities on financial performance with regard to the moderating role of innovation. Quarterly Journal of New Research Approaches in Management and Accounting, 6(85), 668-690. (In Persian)
Ahmadi, M., Kheiri, B, & Ghasemi, b. (2023). Presenting and testing the market-oriented strategic planning model on developing strategies for small and medium-sized companies, taking into account strategic capabilities in the field of health. Journal of the Faculty of Medicine of Mashhad University of Medical Sciences, 66(4), 895-911. (In Persian)
Ahmadi, M., Kheiry, B., & Ghasemi, B. (2023). Presenting and testing a market-oriented strategic planning model on the development of strategies of small and medium-sized companies considering strategic capabilities in the field of health. Journal of the Faculty of Medicine, Mashhad University of Medical Sciences, 66(4), 895-911(In Persian).
Alhamami, A.A., Hashim, N.A., Abdul Hamid, R., Ab. Hamid, S.N. (2024). The effect of external social media utilization on business performance of SMEs in Saudi Arabia: The mediating role of market orientation. Cogent
Almasi, A., Shojaei, F., & Taheri Rozbehani, M. (2023). Investigating the effect of market orientation (orientation) on business and management performance of an urban unit. Quarterly Journal of Urban Management Studies, 15(54), 67-77. (In Persian)
Amini, A.R., Mazrouei Nasrabadi, A., & Aghajari, M. (2016). The role of psychological empowerment and employee entrepreneurship in the relationship between market orientation and organizational innovation. Business Administration, 9(2), 233-258. (In Persian)
Amini, A.R., Mazrouei Nasrabadi, A., & Aghajari, M. (2017). The role of psychological empowerment and employee entrepreneurial inclination in the relationship between market orientation and organizational innovation. Business Management, 9(2), 233-258(In Persian).
Atiehkar, Gh.R., Naami, A.A., & Meshbaki, A. (2022). Performance evaluation model in the development of international joint ventures of the Islamic Republic of Iran with the strategy of market-oriented factors. Foreign Relations, 14(53), 127-158(In Persian).
Atiyekar, Gh. R; Naami, A. A., & Moshabaki, A. (2022). Performance Evaluation Model in the Development of International International Investment of the Islamic Republic of Iran with Strategy of Marketing Factors. Foreign relations, 14(53), 127-158. (In Persian)
Azadi, M., Heidari, S. A., & Mirabi, W. R. (2023). Providing an impact model on the productivity of the country's handmade carpet industry. Productivity management. 17(1), 279-299. (In Persian)
Azadi, M., Heydari, S.A., & Mirabi, V.R. (2023). Presenting a model of impact on the productivity of the country's hand-woven carpet industry. Productivity Management. 17(1), 279-299(In Persian).
Azizi Shamami, M., & Nave Ibrahim, A.  R. (2016). Market orientation in higher education: providing a solution for positioning in the Iranian higher education market. National Congress of Higher Education of Iran, Tehran.  (In Persian)
Azizi Shamami, M., & Noe-Ebrahim, A. (2016). Market orientation in higher education: Providing a solution for positioning in the Iranian higher education market. National Congress of Higher Education of Iran, Tehran. (In Persian).
Azizi Shamami, M., Nave Ibrahim, A.R., Arasteh, M. R., & Behrangi, M. R. (2015). Socio-Cultural Development Studies Quarterly, 4(3), 183-206. (In Persian)
Azizi Shamami, M., Noe-Ebrahim, A., Arasteh, M., & Bahrangi, M.. (2015). Quarterly Journal of Socio-Cultural Development Studies, 4(3), 183-206(In Persian).
Bandarian, R.,& Bandarian, M. (2013). Strategic market orientation in research and technology organizations. Science and Technology Policy Letter, 2(3), 45-56(In Persian).
Bandariyan, R., & Bandariyan, M. (2013). Strategic Marketism in Research and Technology Organizations. Letter of Science and Technology Politics, 2(3), 45-56. (In Persian)
Bayat, N., Zakeri, M., & Asadi, A. (2021). The impact of organizational trust on knowledge -based commercialization in knowledge -based companies. Journal of Public Policy in Management, 12(43), 80-80. (In Persian)
Bayat, N., Zakeri, M., & Asadi, E. (2019). The effect of organizational trust on knowledge commercialization in knowledge-based companies. Quarterly Journal of Public Policy in Management, 12(43), 65-80(In Persian).
Beiki Damaneh, Z., Allameh, S. M., Etebariyan, A., & Sharifi, S. (2023). Designing a passionate leadership model for knowledge -based companies. Scientific Journal of Human Resource Management Research, 15(2), 22-187. (In Persian)
Bikidemneh, Z., Allameh, S.M., Etaabian, A., & Sharifi, S. (2023). Designing a model of passionate leadership specific to knowledge-based companies. Scientific Journal of Human Resource Management Research, 15(2), 87-122(In Persian).
Casidy, R. (2014). The role of perceived market orientation in the higher education sector. Australasian marketing journal, 22(2), 155-163.
Chen, Y. Y., & Huang, H. L. (2016). Developing and validating the measurement scale of e-marketing orientation. In Rediscovering the Essentiality of Marketing: Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress (pp. 215-226). Springer International Publishing.
Crick, J. M., Karami, M. & Crick, D. (2022). Is it enough to be market-oriented? How coopetition and industry experience affect the relationship between a market orientation and customer satisfaction performance. Industrial Marketing Management, 100, 62-75.
Dadashi, M. A., Mohammadiyan, M., Dehdashti Shahrokh, Z., & Khashei, V. (2017). The local pattern of market orientation development of organic products in Iran. Agricultural Economics Research, 9(4), 231-258. (In Persian)
Dadashi, M.R., Mohammadian, M., Dehdashti Shahrokh, Z., & Khashaei, V. (2017). Native model of developing market orientation of organic products in Iran. Agricultural Economics Research, 9(4), 231-258(In Persian).
Daghati, A., Yaghoubi, N. M., Kamaliyan, A. R., Dehghani, M. (2019). Presenting the stepwise development model of network governance using by meta synthesis method. Journal of Public Administration, 11(2), 203-230. (In Persian)
Daghati, A., Yaghoubi, N. M., Kamaliyan, A. R., Dehghani, M. (2020). Designing a model for the establishment and development of electronic good governance using by meta synthesis method. Management Research in Iran, 24(2), 1-34. (In Persian)
Deghati, A.,  Yaghoubi, N.M., Kamalian, A.R., & Dehghani, M. (2019). Designing a model of establishing and developing good electronic governance using the meta-synthesis method. Management Research in Iran, 24(2), 1-34(In Persian).
Deghati, A., Yaghoubi, N.M., Kamalian, A.R., & Dehghani, M. (2019). Presenting a phased development model of network governance using the meta-synthesis method. Journal of Public Management, 11(2), 203-230(In Persian).
Dursun, T., & Kilic, C. (2017). Conceptualization and measurement of market orientation: A review with a roadmap for future research. International Journal of Business and Management, 12(3), 1-18.
Ellis, P. D. (2005). Market orientation and marketing practice in a developing economy. European Journal of Marketing, 39(5/6), 629-645.
Elmasi, E., Shojaei, F., & Taheri Roozbahani, M. (2023). Investigating the effect of market orientation (centered) on business performance and management of an urban unit. Journal of Urban Management Studies, 15(54), 67-77(In Persian).
Emezue, C., & Bloom, T. L. (2021). PROTOCOL: Technology -based and digital interventions for intimate partner violence: A meta -analysis and systematic review. Campbell Syst Rev. 17(1), 1132.
Estiri, M., Divandari, A., Seyed Javadin, S. R., & Khodadad Hosseini, S. H. (2015). Identifying the dimensions of market orientation in the country's banking services industry with an emphasis on the role of human resources. Business Management, 7(2), 295-314. (In Persian)
Estiri, M., Divandari, A., Seyed Javadin, S.R., &  Khodadad Hosseini, S.H. (2015). Identifying the dimensions of market orientation in the country's banking services industry with an emphasis on the role of human resources. Business Management, 7(2), 295-314(In Persian).
Farachpour Pirbasti, M., & Saleh Ardestani, Ali. (2017). Market orientation model with the approach of new technologies and social responsibility (as an ethical component). Ethics in Science and Technology Quarterly, 16(4), 96-102(In Persian).
Farajpour Pirbasti, M., & Saleh Ardestani, A. (2021). Marketing pattern with the approach of modern technologies and social responsibility (as a moral component). Journal of Ethics in Science and Technology, 16(4), 96-102. (In Persian)
Farajpour, M., & Saleh Ardestani, A. (2019). Identifying factors affecting market orientation based on new technologies in the insurance industry in order to provide a model. Quarterly Journal of Financial Economics, 14(53), 173-192(In Persian).
Farajpour, m., & Saleh Ardestani, A. (2020). Identifying the factors affecting market orientation based on new technologies in the insurance industry in order to provide a model. Journal of Financial Economics, 14(53), 192-193. (In Persian)
Gholipour, M., Rahmati, Y., & Shahroudi, K. (2001). Fitting the native market orientation model in the Iranian banking industry. Financial Economics Quarterly, 15(55), 247-268(In Persian).
Gholipour, M., Rahmati, Y., & Shahroudi, K. (2002). Presenting a market orientation model in the Iranian banking services industry with a sociological approach. Iranian Political Sociology Monthly, 5(7), 85-104(In Persian).
Gholipour, M., Rahmati, Y., & Shahroudi, K. (2020). Failure to fit the native model of marketing in the Iranian banking industry. Journal of Financial Economics, 15(55), 247-268. (In Persian)
Gholipour, M., Rahmati, Y., & Shahroudi, K. (2021). Providing a market -oriented model in the Iranian banking service industry with a sociological approach. Iranian Political Sociology Scientific Monthly, 5(7), 85-104. (In Persian)
Gotteland, D., & Boulé, J. M. (2006). The market orientation–new product performance relationship: Redefining the moderating role of environmental conditions. International Journal of Research in Marketing, 23(2), 171-185.
Hudalil, A. (2022). Market Orientation Model in Indonesia Special Autonomy Regional Government. International Journal of Financial, Accounting, and Management, 4(3), 349-363.
Imani, A. M, Hosseinifar, A., & Ahang, F.  N. (2017). The effect of social networks on digital entrepreneurship with the mediating role of opportunity recognition (a study of knowledge-based companies located in the science and technology park of Kerman province). Public Management Researches, 11(41), 287-312. (In Persian)
Jain, R., Jain, C., & Jain, P. (2013). Integrated framework of antecedents and effects of market orientation: A qualitative review. Management and Labour Studies, 38(4), 425-445.
Jangl, P. (2015). Model of market orientation of high-tech firms in the Czech Republic. Economics and Sociology, 8(1), 106-118.
Kolar, T. (2006). Benchmarking market orientation of banks in transitional markets: Exploring a modified approach. International Journal of Bank Marketing, 24(2), 76-97.
Kovács, B., & Szakály, Z. (2022). Market orientation and corporate performance in the health industry. Management & Marketing, 17(1), 41-60.
Li, C. R., Lin, C. J., & Chu, C. P. (2008). The nature of market orientation and the ambidexterity of innovations. Management Decision, 46(7), 1002-1026.
Mahmutović, K. (2021). Development and validation of the scale for measuring digital marketing orientation in the hotel industry. Ekonomski Vjesnik/Econviews: Review of Contemporary Business, Entrepreneurship and Economic Issues, 34(1), 115-129.
Malek Akhlagh, I., Ibrahimpour, M., & Nowrouz Rouposhti, Z. (2016). Studying the impact of marketer or medium -sized market performance with mediation of innovation capabilities. Market Strategies (Daneshvar Behavior), 23(7), 57-74. (In Persian)
Maleki Soumeelou, M., Ansari, M., & Salamzadeh, A. (2023). Presenting the market orientation model of health-oriented knowledge-based companies with the method of structural equation modeling. Razi Journal of Medical Sciences, 30(192), 1-13. (In Persian)
Mohajerani, F., Hajipour, B., Azizi, sh., & Alem Tabriz, A. (2019). Designing and explaining the pattern of factors affecting marketing performance at the country's technical and vocational university. Journal of Interdisciplinary Studies in Humanities. 11(1), 199-228.
Mohammad Doust, K., Saeidnia, H. R., & Rah Chamani, A. (2021). Providing a model of market orientation for Iran's knowledge-based companies. Bimonthly Journal of Business Studies, 20(112), 45-62. (In Persian)
Mohammaddoost, K., Saeednia, H., & Rahchamani, A. (2002). Presenting a market orientation model for Iranian knowledge-based companies. Bimonthly(In Persian)
Mousavi, S. M, & Zahedi, S. Sh. (2017). An analysis of the state of market orientation in Iran's hotel industry (case study: four- and five-star hotels in Tehran). Tourism and Development Scientific-Research Quarterly, 6(11), 134-148. (In Persian)
Mukhtarpour, H., Mohebi, S. D., & Nahavandi, B. (2020). Presenting a new model of market orientation with an emphasis on ethical consequences (case study of Ramek Dairy Products Company). Quarterly Journal of Ethics in Technological Sciences, 15(3), 132.140. (In Persian)
Naderi, K. A., & Zaezi, S. K. (2021). Market -oriented approach to export of technical and gas and gas engineering services in Iran. Journal of Strategic Studies in the Oil and Energy Industry, 13(41), 52-35. (In Persian)
Navia, J. M. A., Parra, C., & Cedeno, J. D. (2023). Digital Market Orientation and Organizational Economic Performance of Service Smes. Problems and Perspectives in Management, 21(2), 400-414.
Nayebzadeh, S. (2013). Market orientation: A new model. Journal of Basic and Applied Scientific Research, 3, 472-483.
Ngo, L. V., & O'Cass, A. (2012). Performance implications of market orientation, marketing resources, and marketing capabilities. Journal of Marketing Management, 28(1-2), 173-187.
Orbaningsih, D., Pakaja, F., Handhajani, S. B. P., Nursiswati, A. (2024). The influence of organizational climate and market orientation on business performance with financial literacy and csr as mediation in MSMES in Malang City. Revista De Gestão Social E Ambiental, 18(6), 5784-5784.
Pizzurro, D. M., Seeley, M., Kerper, L. E., & Beck, B. D. (2019). Interspecies differences in perfluoroalkyl substances (PFAS) toxicokinetics and application to health -based criteria. Regul Toxicol Pharmacol, 106, 239-250.
Ramazani, S. G. A., Azizi, N. A., & Shafiei Sarvestani, M. (2019). Market -in Higher Education: An analysis of the role and function of marketing. Two-page Educational Planning Studies, 8(15), 1-18. (In Persian)
Ramezani, S.Gh., Azizi, N., & Shafiei Sarvestani, M.R. (2019). Market orientation in higher education: An analysis of the role and function of marketing. Bi-Quarterly Journal of Educational Planning Studies, 8(15), 1-18(In Persian).
Samadi Ansari, H., Razavi, M. R., & Jafari, P. (2024). Presenting a model for improving the business performance of knowledge-based companies in the field of nanotechnology based on technological learning methods. Scientific Journal of Organizational Knowledge Management, 7(24), 191-226. (In Persian)
Samadi Ansari, H., Razavi, M.R., & Jafari, P. (2014). Presenting a model for improving the business performance of knowledge-based companies in the field of nanotechnology based on technological learning methods. Scientific Journal of Organizational Knowledge Management, 7(24), 191-226(In Persian).
Savabieh, S., Nayebzadeh, S., Abghari, R., & Hataminasab, S. H. (2022). A Comprehensive Review of International Research on Market Orientation and the Development of an Applied Model. Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies), 15(4), 683-700.
Shaltoni, A. M., & West, D. C. (2010). The measurement of e-marketing orientation (EMO) in business-to-business markets. Industrial Marketing Management, 39(7), 1097-1102.
Sheikhi, M., Moradi, C., & Saeedi, N. (2019). Investigating the Impact of Market -oriented and Quality of Services on the Competitive Power of Sports Clubs Due to the Mediation of Market Performance. Journal of Olympic Cultural-Social Studies, 1(1), 157-174. (In Persian)
Sheikhi, M.T., Moradi, D., & Saeedi, N. (2019). Investigating the effect of market orientation and service quality on the competitive ability of sports clubs with regard to the mediating role of market performance. Journal of Olympic Social-Cultural Studies, 1(1), 157-174(In Persian).
Shiva, A., Aghazadeh, & H., Heidari, A. (2016). Market orientation and innovation strategies, an approach to business dynamics. Business Management, 8(1), 159-182. (In Persian)
Shiva, A., Aghazadeh, H., &Heydari, I. (2016). Market orientation and innovation strategies, an approach to business dynamics. Business Management, 8(1), 159-182(In Persian).
Sisay, D. T., Verhees, F. J., & van Trijp, H. (2023). Market orientation practices of Ethiopian seed producer cooperatives. Humanities and Social Sciences Communications, 10(1), 1-14.
Teimouri Asl, Y., & Jokar, A. A. (2015). Providing a marketer model in the Iranian banking industry using the Delphi method. Management Research in Iran, 1, 45-67. (In Persian)
Teymouri-Asl, Y., & Jokar, A.R. (2015). Presenting a model of market orientation in the Iranian banking industry using the Delphi method. Management Research in Iran, 1, 45-67(In Persian).
Van Raaij, E. M., & Stoelhorst, J. W. (2008). The implementation of a market orientation: A review and integration of the contributions to date. European Journal of Marketing, 42(11/12), 1265-1293.
Wahyudi, W., Heridiansyah, J., Susetyarsi, T., Safari, T., & Prabowo, C. (2024). How Does Organization Network and Market Orientation Affect Marketing Performance? Case of PTPN IX Downstream Products, Central Java. Management Analysis Journal, 13(1), 100-106.
Walker, R. M., Brewer, G. A., Boyne, G. A., & Avellaneda, C. N. (2011). Market orientation and public service performance: new public management gone mad? Public administration review, 71(5), 707-717.
Wambugu, A. W. (2018). A Review of Empirical Research on Antecedents of Market Orientation. IOSR Journal of Business and Management (IOSR-JBM), 20(3), 47-53.
پژوهش های مدیریت عمومی
دوره 18، شماره 69 - شماره پیاپی 69
(علمی - پژوهشی)
مهر 1404
صفحه 287-322

فایل ها

هم رسانی

ارجاع به این مقاله

آمار