Paper Title :The Effect of Internal and External Market Orientation on Performance of Public Firms in Iran
Author :Mojtaba Molaahmadi, Morteza Raei Dehaghi
Article Citation :Mojtaba Molaahmadi ,Morteza Raei Dehaghi ,
(2016 ) " The Effect of Internal and External Market Orientation on Performance of Public Firms in Iran " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 37-40,
Volume-2,Issue-10, Special Issue-1
Abstract : The present study seeks to investigate the effect of internal and external market orientation on financial and nonfinancial
performance. It is applicable from objective aspect and descriptive-field from methodological aspect. The data was
collected through documentary study and field study including questionnaire. All managers, deputies and experts of firms
related to Shiraz Municipality equal to 1704 were the statistical population of the study during the time period April-
December 2014. The sample size was estimated equal to 129 by means of random sampling method. Results of regression
test indicated the positive effect of internal and external market orientation on financial and non-financial performance of
firms related to Shiraz Municipality. According to the results, information production, information dissemination and how to
respond to internal information have a positive and significant effect on financial and non-financial performance. Similarly,
information production, information dissemination and how to respond to external information have a positive and
significant effect on financial and non-financial performance.
Keywords- Financial Performance, Non-financial Performance, Market Orientation, Information Production, Information
Dissemination, Respond to Information
Type : Research paper
Published : Volume-2,Issue-10, Special Issue-1
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-6125
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Copyright: © Institute of Research and Journals
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Published on 2016-11-26 |
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