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

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