Investigating the Possibility of Structural Elements Correction of Market Orientation with Process approach

The current study aimed at investigating the possibility of correcting market orientation (MO) components in active industries of Rasht industrial town with a process approach.

This is a descriptive-survey study in terms of methodology and an applied one in terms of its objective. The population consisted of all active industries of Rasht industrial town which has more than 200 companies. Out of these, 130 companies were selected based on the Morgan table as the study sample. To analyze the obtained data, SPSS 22 and PLS 2 software were used. The study focused on the idea that market intelligence implementation is part of a process. This study disaggregated MO and emphasized the importance of investigating the interplay between different activities associated with market intelligence and market orientation.

Among the components, concentration with an average of 3.62 has the highest average and intelligence dissemination with an average of 3.45 has the lowest average. Concentration influences the direct and indirect relationships between dissemination and accountability. In an indirect way, high levels of focus reduce the impact of intelligence dissemination on accountability.

Wide dissemination of information in these situations was, at best, wasteful and could potentially distract the employees or cause lower-level employees to be away from true decision-making.