Studying Strategic Orientation and Market Orientation and Its Impact on Strategy Innovation and New Products in Small and Medium Manufacturing Enterprises in Tehran
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2013, Vol 6, Issue 5
Abstract
Increased competitive environment has led todays organizations, faced with several problems. Process of globalization and the emergence of the World Trade Organization, broad advances in technology, rapid changes in consumption patterns and demand, resource shortage, increasing number of manufacturers and the high cost of production are different challenges that businesses and different factories face them. Increasing the number of competitors is another major challenge that led companies to differentiation of rivals to try. On the other hand, in the terms of innovation and competitiveness in the long term, the long-term competitive advantage, cost much more than that SMEs will have to pay and the only way to compete in markets is highly variable and unpredictable. In this study we examine the prevalence of strategic orientation and market orientation and its impact on innovation strategy and production of new products in small and medium organizations of Tehran Province. For this purpose researcher has collected samples, by using stratified random sampling of the data from 384 managers and experts of the company. In this research, descriptive statistics is used to analyze the data and for the hypothesis Kolmogorov test and Smirnov test, regression and functional verification are used. Sixteenth edition of SPSS software is used to analyze the data. Research includes the relationship between market orientation and strategic innovation and product development, process innovation and also the strategic orientation has a significant relationship with innovation strategy.
Authors and Affiliations
Masoomeh Shafiei| Department of management Science and Research branch, Islamic Azad University, Mazandaran, Iran., Seyed Mahdi Hosseini| Department of management Science and Research branch, Islamic Azad University, Mazandaran, Iran., Ali Nabavi Chashmi| Department of management Science and Research branch, Islamic Azad University, Mazandaran, Iran.
Keywords
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