Presentation of Market Orientation (MO) Model for Knowledge-based Companies in Iran

Mohammaddoost, Kazem; Saeedniya, Hamid Reza; Rahchamani, Ahmad

doi:10.22034/bs.2022.247031

Presentation of Market Orientation (MO) Model for Knowledge-based Companies in Iran

Document Type : Original Article

Authors

Kazem Mohammaddoost ¹

Hamid Reza Saeedniya ²

Ahmad Rahchamani ³

¹ Department of Business Management, Qazvin Branch, Faculty of Management and Accounting, Islamic Azad University, Qazvin, Iran

² Associate Prof, Department of Business Management, Tehran North Branch, Faculty of Management and Accounting, Islamic Azad University, Tehran North, Iran

³ Assistant Prof, Department of Business Management, Qazvin Branch, Faculty of Management and Accounting, Islamic Azad University, Qazvin, Iran

10.22034/bs.2022.247031

Abstract

The purpose of this research is to discover the structures and dimensions of market orientation in order to design and introduce an indigenous model and a specific market orientation approach for Iranian knowledge-based companies. The approach of this research is qualitative and exploratory type and includes studying documents, reviewing theoretical literature, conducting library studies and interviewing experts and owners of knowledge-based companies in Iran and have been used from capabilities of Groudnded Theory (GT) method and MAXQDA 2020 software to advance the research. With managers of 12 production type one of knowledge-based companies were conducted deep, semi -structured and semi-regular interviews which were selected from a statistical population of 352 member companies, as purposive sampling or criterion based sampling. The substantive, theoretical and core codes of these interviews have been extracted in the process of open, axial and selective coding. Since all research studies are based on a theoretical framework, conceptual model or mind map that explains the research variables and the causal relationships between them, the present research uses a pragmatic theoretical lens and a pluralistic approach to show that there is an interactive link between the construct market orientation and structures of market turbulence, technological turbulence and the competition intensity as a antecedents of market orientation and also with the business performance as a consequence of market orientation. This study tries to identify a pattern of market orientation for Iranian knowledge-based companies for the first time in order to adapt this companies to the dynamic and non-static essence of the era of cross-competitive challenge. Based on the research findings, the market orientation construct in the indigenous model of Iranian knowledge-based companies has the dimensions of customer orientation, Competitor Orientation, Inter-functional Coordination, Future Orientation, Innovation Orientation and Learning Orientation.

Keywords

Market Orientation / Customer Orientation / Competitor Orientation / Future Orientation

Learning Orientation / Innovation Orientation

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