An Interpretative Structural Model of Market Orientation in Textile Industry

Given the scarcity of quantitative and qualitative research in textile marketing management, the present study aimed to identify the significant global indicators in the last decade. To this end, an interpretative structural model was developed in the textile industry using a mixed-method study. In the first phase, more than 63 articles related to the subject of marketing in the field of the textile industry were selected and reviewed via conducting a systematic literature review. In the first phase, more than 63 articles related to the subject of marketing in the field of the textile industry were selected and reviewed via a systematic literature review. In the second phase, the Interpretive Structural Modeling (ISM) method was performed to identify the relationship among these indicators by evaluating them, obtaining interaction among trends and variables, and establishing the final model. The present model indicated that the factors affecting market orientation (i.e., the components of competitive performance variables, financial performance, organizational structure, dynamics among organizational units, comprehensive quality management, tendency to learn, tendency to entrepreneurship, strategic management of human resources, innovation ability, marketing ability, information and communication capability, competition structure, and business strategy) had high driving power and dependence. The results revealed that the performance of organizations in the market depends on the improvement of these components.