The Effect of Corporate Culture and Market Orientation on Iranian Industrial SMEs’ Performance مقاله

Iranian Journal Of Management Studies July 2014, Volume 7 - Number 2 ، علمی-پژوهشی/ISC (‎24 صفحه - از 413 تا 436 )

کلیدواژه ها: market orientation Corporate Culture Financial performance Customer performance Iranian SMEs SME SMEs

چکیده:

The purpose of this paper is to analyze the simultaneous effect of Corporate Culture and market orientation on the performance of small to medium-sized industrial manufacturing firms. To this end, a cross-sectional survey and variance based structural equation modeling was used for testing the hypotheses. The samples were selected based on a stratified sampling of commodity and specialty industries and consisted of 392 executives and marketing managers of Iranian industrial SMEs. The results show that the classical route among corporate culture- market orientation-customer performance- financial performance was significant and positive. The direct impact of market orientation and Corporate Culture on financial performance was not confirmed. The value of the paper is to provide unique knowledge about the effect of Corporate Culture and market orientation in small to medium-sized businesses against other larger organizations.

خلاصه ماشینی:

The samples were selected based on a stratified sampling of commodity and specialty industries and consisted of 392 executives and marketing managers of Iranian industrial SMEs. The results show that the classical route among corporate culture- market orientation-customer performance- financial performance was significant and positive. The value of the paper is to provide unique knowledge about the effect of Corporate Culture and market orientation in small to medium-sized businesses against other larger organizations. There are several studies that investigated corporate culture and market orientation effects in large companies (Narver & Slater, 1990; Deshpande & farely, 1998; O’Cass & Ngo, 2007a; Lee et al. It is also specified that effective SMEs must have an organizational design and culture enabling them in responding to challenges created by changing technologies and markets (Gupta & Cawthon, 1996). Hypotheses The two SMEs critical success factors are market orientation and the culture of corporate (Maritz & Lobo, 2009). The positive relationship between market orientation and Innovative Culture is also verified in large companies at micro Brand level (Ocass & Ngo, 2007a,b). The findings of a major study in small UK retailers indicate that market orientation and performance are positively related (Megicks & Warnaby, 2008). This conclusion is consistent with many studies that have confirmed the relationship between corporate culture and market orientation in larger organizations (Megicks & Warnaby, 2008; Grinstein, 2008; Pelham, 2009; Deshpande et al.

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