The impact of market orientation on the performance of companies active in the publishing industry in Mashhad

With the increasing competition among the firms, the urge to recognize the future business orientations and also the need to improve the performance in the way that the interests of the organization is best served, companies are highly required to take the customer and market orientations into account. Experts believe that market orientation improves the performance of companies. Market orientation is an organizational culture that is dedicated to creating effective actions that are required by the companies in order to provide higher values for the customers. Therefore, this study examines the impact of market orientation components: customer orientation, competitor orientation and Inter-functional coordination, on performance components: sales growth, market share, product quality and overall performance of the company. Thus in order to study the main hypothesis along with the other 12 sub-hypothesis which are based on the research model, a questionnaire that holds 27 questions had been designed, verified in case of validity and reliability and distributed among 144 active publishing companies in Mashhad as a sample. Analysis of the data obtained from the questionnaires is based on the structural equation method and correlation coefficient. The results show the effects of market orientation on the performance of companies in the publishing industry.