Studying and Prioritization of Mediating Factors of Market-Orientation in Supply Chain Performance using TOPSIS Technique

The present study aimed to explore the role of mediating factors of market orientation with regard to supply chain performance to help the firms achieve high levels of performance via identification of mediating factors of market orientation effective on supply chain performance and determining their degree of importance. The core idea of this study was to determine the most effective mediating factor of market orientation in supply chain and how it is effective on supply chain performance. The statistical population included all managers and experts of the purchasing, business and selling sector of Reef Iran Chemical and Industrial Group among whom 85 persons were selected as the statistical sample. Tool of data collection was questionnaire that contained 39 questions. Analyses were carried out by means of inferential statistics methods and TOPSIS technique. The obtained results disclosed that mediating factors of market orientation including decentralization, formalization, control system, inter-sectoral coordination, senior managers' support and reward system have a significant relation with supply chain performance. According to results of regression test, control system and decentralization are more effective than other factors in supply chain cycle. This shows that they have a positive effect on marketing, market-oriented behavior and supply chain performance of firms.

Market Orientation, Mediating Factors of Market Orientation, Supply Chain, Supply Chain Performance