چکیده:
Today, market orientation plays a vital role in determining customers’ needs and success of organizations. Market
orientation has also influenced various organizations’ measures including innovation. Therefore the aim of this
research is to study the role of market orientation in innovation of bodybuilding clubs of Golestan Province. The
population of this study comprised all 170 managers of bodybuilding clubs of Golestan province and the sample size
was determined based on Cochran formula and stratified random selection method (119 manager). Market
orientation questionnaires of Ramayah et al. (2011) and innovation questionnaires of Carmen and Maria Jose (2008)
were employed for collection of study data. Smart PLS was used to analyze data and identify the effects of research
variables of structural equation modeling. Results revealed that competitor orientation is not effective on innovation
of bodybuilding clubs, but the effect of coordination between tasks and customer orientation on innovation of
bodybuilding clubs was significant. Concerning the results, it is suggested that the managers of bodybuilding clubs
of Golestan province provide more innovation by improving and developing market orientation in their clubs.
خلاصه ماشینی:
"Johnson, Dibrell, and Hansen (2009) studied food companies in America Idaho and concluded that companies successful in market orientation, focus on coordination between tasks and innovation within their company and focus on customers’ needs and the performance of its competitors in the external environment (8).
Therefore considering the importance of this research, and that since the variables stated are among the factors affecting the performance of sport clubs and sports gyms, and that no investigations have been carried out in this regard, the researcher seeks to answer the question of if there is a significant relationship between market orientation and innovation of bodybuilding clubs of Golestan province?
Results revealed that the effect of competitor orientation on innovation of bodybuilding clubs of Golestan province is insignificant, thus proper identification of key customers, exact recognition of the needs and demands of major customers, establishing a system for managing customer link, creating a database to store customers information, making the most use of electronic communications channels with customers including website and email, paying attention to the criticism and complaints from customers, pinpointing the correct strategies of marketing in bodybuilding clubs of Golestan province by their managers, using knowledge manpower and coaches in bodybuilding clubs of Golestan province, rendering new services in bodybuilding clubs of Golestan province, evaluating the actions of bodybuilding clubs of Golestan province on the basis of pre-determined objectives and strategies, accurate identification of competitors and exact assessment of their actions and performance are recommended."