The Effect of Market Orientation on Business Performance of the Companies Designing and Manufacturing Clean Rooms

Abstract

Problem statement: Theatrically claimed that there is relationship between market orientation and improvement of business performance of the companies, but the regular empirical research is carried out to understand deeply and prove these claims especially in Iranian environment. Considering the importance of market orientation, as well as lack of information on its effects, this study considered its effect on the business performance of companies engaging in clean room industry in Iran, while mentioning different viewpoints and theories on the market orientation. Approach: This study was a descriptive-survey, correlation-based research. Its population includes 110 units, from which, 80 units were selected as sample with using simple random sampling. Finally all study hypotheses were confirmed. At the present study, the different components were extracted for measuring business performance contains: Company effectiveness on the market, including success of new product, attracting the customer, keeping the customer and product quality. Domination over the market, including sale volume, sale growth, market share, financial performance, including profit, cash flows and rate of capital return. Results: The variables correlation coefficients in each of research hypothesis were respectively 0.671, 0.709, 0.659 and 0.517, which considering the acceptance criterion is 0.50 it can be concluded that there is a high correlation coefficient between each one variables. Finally all study hypotheses were confirmed. Conclusion: The positive and significant relationship between market orientation and business performance of the companies designing and manufacturing clean rooms was established though testing the principal hypothesis. In other words, it can be said that market orientation viewpoint on each of companies manufacturing clean rooms had positive influence on their business performance. Recommendations had been submitted as per market orientation components.