Market Orientation Strategies and Corporate Performance (Case Study: Iran Khodro Company)

Abstract

This study examined the impact of market orientation strategies on corporate performance (Case study: Iran Khodro Company). The research method was descriptive-survey and the statistical population consisted of all experts and directors in ­ Iran Khodro Company. Sampling method in this study was purposive and the numbers of samples were identified from statistical population and chosen for the distribution of questionnaires. The components of market orientation strategies were determined through various sources and the reliability of questionnaire was obtained equal to 0.822 after determining the content validity by experts. Pearson correlation coefficient was measured by SPSS software in order to analyze data and investigate the relationship between market orientation indicators and corporate performance; furthermore, the partial least squares model (PLS) was estimated and analyzed through PLS Software. The research results indicated that among the market orientation strategies, the competitor orientation had the highest relationship with Iran Khodro Company's performance, but the customer orientation had the lowest relationship. Spending time by employee to discuss the customers' future needs with other functional units has the maximum effect and then the Regular measurement of marketers' satisfaction/dissatisfaction levels and their perception and imagination of company, Quick response to the actions which the competitors do for customers, and return on sales growth had the greatest impact on the corporate performance.