A Comprehensive Review of International Research on Market Orientation and the Development of an Applied Model

Document Type : Research Paper

Authors

1 PhD Candidate in Business Management, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran

2 Professor, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran

3 Associate Professor, Department of Textile Engineering, Yazd Branch, Islamic Azad University, Yazd, Iran

4 Assistant Professor, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran

Abstract

Considering the importance of performance improvement in the third millennium and its dependence on market orientation as a valuable construct, the aim of the present study was to conduct a comprehensive review of the literature on market orientation and to provide an applied model. Thus, a mixed-methods research that involved quantitative and qualitative measures was adopted. To this end, a systematic review was carried out on the international articles about market orientation and performance indexed in the Web of Science (WoS) database during 1900-2020. The quality of the articles was assessed by the CASP checklist. Then, to analyze and map the scientific literature in the field of market orientation, the VOSviewer software was used. In the second stage, through the content analysis with the NVIVO software, the key variables and criteria related to market orientation were extracted from the research articles in the field. Accordingly, a model was developed based on the grounded theory approach. Interpretive structural modeling (ISM) was carried out using the MIC MAC software to assess the constitutive variables of the model and identify the interrelationship of the variables. The results showed that market orientation may be improved in conjunction with learning orientation, entrepreneurship orientation, strategic human resource management, innovation capability, marketing capability, information and communication capability, organizational structure, dynamism of organizational units, total quality management, competitive structure, and business strategy. The results also revealed that increased market knowledge can lead to a better competitive advantage in market, namely competitive and financial performances. Through analyzing the works on market orientation and developing a comprehensive model, the present study provides insights for researchers in the field of marketing and serves as an applied framework for managers and practitioners in various industries.

Keywords

Main Subjects


Article Title [فارسی]

بررسی جامع تحقیقات بین المللی در زمینه بازارگرایی و توسعه یک مدل کاربردی

Authors [فارسی]

  • شیوا صوابیه 1
  • شهناز نایب زاده 2
  • رامین عبقری 3
  • سید حسن حاتمی نسب 4
1 دانشجوی دکتری مدیریت بازرگانی ،گروه مدیریت بازرگانی ، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
2 استاد، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد،ایران
3 دانشیار، گروه مهندسی نساجی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
4 4استادیار، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
Abstract [فارسی]

 با توجه به اهمیت بهبود عملکرد در هزاره سوم و وابستگی آن به بازارگرایی به عنوان یک سازه ارزشمند، هدف پژوهش حاضر بررسی جامع ادبیات بازارگرایی و ارائه یک مدل کاربردی بود. بنابراین، یک روش تحقیق ترکیبی که شامل معیارهای کمی و کیفی بود، اتخاذ گردید. بدین منظور، یک بررسی سیستماتیک بر روی مقالات بین المللی در زمینه بازارگرایی و عملکرد نمایه شده در پایگاه داده Web of Science (WoS) طی سال های 1900-2020 انجام گردید. کیفیت مقالات با چک لیست CASP ارزیابی شد. سپس برای تحلیل و ترسیم متون علمی در زمینه بازارگرایی از نرم افزار VOSviewer استفاده شد. در مرحله دوم، از طریق تحلیل محتوا با نرم افزار NVIVO، متغیرها و معیارهای کلیدی مرتبط با بازارگرایی از مقالات پژوهشی در این زمینه استخراج گردید. بر این اساس، مدلی بر اساس رویکرد گراندد تئوری توسعه یافت. مدلسازی ساختاری تفسیری (ISM) با استفاده از نرم افزار MIC MAC برای ارزیابی متغیرهای سازنده مدل و شناسایی رابطه متقابل متغیرها انجام شد. نتایج نشان داد که بازارگرایی ممکن است در ارتباط با یادگیری مداری، گرایش کارآفرینی، مدیریت استراتژیک منابع انسانی، قابلیت نوآوری، قابلیت بازاریابی، قابلیت اطلاعات و ارتباطات، ساختار سازمانی، پویایی واحدهای سازمانی، مدیریت کیفیت فراگیر، ساختار رقابتی و استراتژی کسب و کار بهبود یابد.نتایج همچنین نشان داد که افزایش دانش بازار می‌تواند منجر به مزیت رقابتی بهتر در عملکرد بازار، رقابتی و مالی گردد. پژوهش حاضر با تجزیه و تحلیل کارهای تحقیقاتی در زمینه بازارگرایی و ایجاد یک مدل جامع، بینش هایی را برای محققان حوزه بازاریابی ارائه می کند و به عنوان چارچوبی کاربردی برای مدیران و دست اندرکاران صنایع مختلف عمل می کند..

Keywords [فارسی]

  • بازارگرایی
  • علم سنجی
  • بررسی سیستماتیک
  • گراندد تئوری
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