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KCI등재 학술저널

The Effect of Strategic Orientation on Market Performance: Study of the Mediators

Purpose - This study investigates the effect of strategic orientation on market performance with emphasis on the mediative role of innovation capability, economic value and relational value in food producer companies. Research design, data, and methodology – In this descriptive study, a population of 244 managers and employees of Food industry companies in Tehran were investigated. The respondents filled a questionnaire on strategic orientation, innovation capability, economic value, relational value and market performance, during January to August 2018. Reliability and validity were evaluated by Cronbach’s alpha coefficient and confirmatory factor analysis. To analyze the data, Spearman s correlation coefficient and structural equation modeling were used by SmartPLS software. Results - Effects of competitor’s orientation and technology orientation on all three intermediary variables were positive and significant. The effect of customer orientation on innovation and economic value was positive and significant, but the effect of customer orientation on the value of the relationship was insignificant. Furthermore, entrepreneurial orientation has a positive and significant effect on innovation capability. The effects of three mediator variables on market performance are positive and significant. Conclusions - As the relationship between the mediator variables and market performance were positive and significant, companies should have a comprehensive plan of focus on strengthening these variables.

1. Introduction

2. Statement of the Problem

3. Research methodology:

4. Findings

5. Discussion

6. Conclusion

7. Acknowledgments

8. Conflict of Interest

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