A study on the impact of the market and strategic orientation on the organization’s performance with emphasizing on the role of innovation as a mediator - case study: medical equipment and instruments companies at Tehran

In today's competitive world, the type of organizations’ strategies and the classification of these strategies by managers play an important role in shaping strategic thinking in the organization. In this study, the effect of strategic orientation and market orientation on organizational performance with emphasizing the mediating role of innovation-case study: medical equipment and supplies companies in Tehran has been investigated. The main purpose of this study is, to evaluate the effectiveness and the parameters of market orientation, strategic orientation, innovation, and organizational performance on each other. The research population is the importers of medical equipment and instruments in Tehran that have been working for more than ۵ years. There are totally ۱۸۸۴ active companies in this field in Tehran thereby we could assume, our statistical population includes all managers and their deputies in these ۱۸۸۴ companies. We randomly selected ۳۸۴ people from the statistical population. In order to assess internal consistency and the reliability of our test and questionnaire, Cronbach's alpha was used in which the value of Alfa was more than ۰.۷. The data analysis was accomplished by using SPSS and LISREL software for structural equation modeling was used to measure the research’s hypothesis. Based on our findings, we can easily conclude strategic and market orientation has significant positive impact on the organization’s performance through the mediator role of innovation.

کلیدواژه ها:

strategic orientation ، market orientation ، organization’s performance ، Innovation ، medical equipment and instruments companies at Tehran