Strategic Orientation Model and its Impact on Firm Performance: The Moderating Role of Environmental Turbulence (case study: food industry of Iran)

Subject Areas : Strategic Management Researches

Zohreh Dehdashti Shahrokh ¹ (Associate professor /Allameh Tabataba,i University)
Nader Mazloomi ² (Allameh Tabataba"i University)
mohamadtaghi taghavifard ³ (دانشیار مدیریت صنعتی، دانشگاه علامه طباطبایی)
Hasan Biabani ⁴ (دانشجوی دکترای مدیریت بازرگانی، دانشگاه علامه طباطبایی)

Received: 2016-05-06 Accepted : 2016-07-02 Published : 2016-09-20

Keywords: Market Orientation, Entrepreneurial Orientation, strategic orientation, Brand Orientation, Delphi Technique and Environment Turbulence,

Abstract :

Literature review reveals that strategic orientations have an impact on firm performance. Researchers believe that studying each orientation separately cannot present a suitable image of this relationship. The purpose of this research to study the impact of market, brand and entrepreneurial orientations on firm performance by considering the moderating impact of environmental variables in food industry of Iran. Research method is descriptive of survey type. The firms that are a member of securities and exchange organization and a member of food industries association were selected and ultimately 103 executives of these companies completed the questionnaires and the data was analyzed by using structural equation modeling and Smart PLS software. The results show that the Entrepreneurial and Brand orientations have a direct impact on firm’s performance and Market orientation has indirect impacts through Entrepreneurial orientation on firm performance. Competition intensity and demand uncertainty have a positive moderating effect on Entrepreneurial orientation and firm’s performance. Demand uncertainty moderating the relationship between brand orientation and firm’s performance. Also, competition intensity and demand uncertainty did not have a moderating effect on the relationship between market orientation and firm performance

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