The effect of Competitive Strategies, Perceptions of the Dynamic Environment and Market Orientation on Performance with Subtle Market Moderation

Document Type : Research Paper

Authors

1 Phd student in international marketing Management Group Faculty of Economics and Management University of Semnan, Semnan, Iran

2 Assistant Professor in Management Group Faculty of Economic and Management University of Semnan, Semnan, Iran

3 Associate Professor in Management Group Faculty of Economic and Management University of Semnan, Semnan, Iran

4 Professor of Business Marketing Group, Faculty of Management, University of Tehran, Tehran, Iran

Abstract

The purpose of the present research is to provide practical solutions in order to create an appropriate understanding of the market, competitors and customers. This research is applied in terms of purpose and in terms of descriptive research method. in this research, At first, theoretical model and hypotheses between variables were expanded and to investiage the hypotheses, structural equetion modeling was used. The statistical population are the managers and sales staff of dairy companies in Mashhad. For this purpose, a sample of 226 people was selected based on Cochran's formula using available sampling method. A questionnaire was used to collect the data, The reliability of the questionnaire was confirmed by Cronbach's alpha, its composite reliability and its validity by using construct validity (convergent) and divergent validity. The reliability of the questionnaire was confirmed by Cronbach's alpha and composite reliability, and its validity was confirmed by using constructive (congruent) and divergent validity.  The results of this study showed that competitive strategies affect market orientation and performance. The modifier role of market subtle between relationships of environment perception , market orientation and market performance was confirmed.

Keywords

References

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Walley, A. (2010). Strategic Marketing. Ventus pubication APS. Download free ebooks at bookbon.com.

Iranian Journal of Agricultural Economics and Development Research
Volume 49, Issue 3
August 2018
Pages 473-486

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