Investigating the Impact of Market Orientation (Centered) on Business Performance and Urban unit (Integrated) Management

Document Type : Research Paper


1 Master's student, business management (marketing orientation), Borujard Branch, Islamic Azad University, Borujard, Iran.

2 Instructor of Public Administration Department, Borujard Branch, Islamic Azad University, Borujard, Iran


Introduction: In highly competitive markets, all the company's units should focus their attention on the customer's desired performance. Market orientation and its effect on business performance is one of the important and central topics in market and customer management. A market-oriented approach causes companies to focus on continuous collection of information related to the needs of target customers and the capabilities of competitors and the use of this information in order to create superior value for customers.
Method: The current research was conducted with the aim of market orientation (orientation) on business performance and management of an urban unit. The method used in this research is descriptive-survey method and applied in terms of purpose and from the field branch. The statistical population of the research is the most important executive bodies in the field of urban management that perform similar and overlapping activities in the field of urban management, such as: municipality, governorate, telecommunications company, water and sewage, gas and regional electricity distribution company; The target sample was selected from among the managers and vice-presidents of these companies and organizations who were familiar with the topic of inter-organizational relations and integrated urban management. According to the size of the statistical population (150 people), the sample size was 108 people using Morgan's table. The sampling method is simple random or systematic. In this research, the standard integrated urban management questionnaires made by Mohaghegh Babaei and Ebrahimi (2015), measuring the business process management with the questionnaire of Mohammadzadeh Ghalejoy and Bidarian (2016) and the standard questionnaire of market orientation by Naror and Slater (1990) were used. In order to check the reliability of the questionnaires, Cronbach's alpha was calculated, which indicated the satisfactory reliability of the questionnaires.
 Findings: The results indicate that market orientation has a positive and direct effect on the business performance and management of an urban unit. (p>0.05) and the predominant response to all the items was "a lot". Conclusion: The results can be helpful for managers who intend to improve their organization's performance by adopting market-oriented strategies.


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