In the world where the only thing one can trust in is lack of confidence, for organization to this wavy environment, they need market orientation, which by itself has a central role in moving toward the comparative advantage and supreme performance. Although many researches have in the past been done investigating the effect of market orientation on organization's performance, it seems that in future we will face lack of applicable studies on the effect of learning orientation on market orientation in general and on the market orientation of small firms in particular. Having investigated 82 small firms of Tehran with the aim of filling the gap existing in the research literature of the country, the present study showed that organization’s commitment to learning, open-mindedness and shared vision have significantly positive effect on the market orientation of small firms. The results obtained from the regression analysis also indicated the presence of a significantly positive relationship between market orientation and profitability, sale and ROI in small firms.
کلید واژگان :Learning Orientation, Market Orientation, Performance, Small-Sized Firms
ارزش ریالی : 600000 ریال
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