Impact of Market Orientation (Intelligent generation) on customers’ performance and markets’ performance

Davoud PIROUZI, Samaneh KAKHKI
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Abstract. According to Slater and Narver (1995), market orientation provides strong norms for learning from customers and competitors; it must be complemented by entrepreneurship and appropriate organizational Structures and processes for high order learning. According to Kohili and Jawerski’s model (intelligence generation, intelligence dissemination, responsiveness), market-oriented companies will be able to do the intelligence generation, intelligence dissemination, and response design process correctly and understand customers’ needs well when market-oriented process has a positive impact on business performance. The research hypotheses are: 1)Intelligent generation has a positive impact on customers’ performance in companies.2)Intelligent generation has a positive impact on market’s performance of companies. Intelligent generation of competitors has made an influence on market performance. In fact intelligence generation about competitors information informs companies about the competitors strategy in the market.


market orientation, Intelligent generation, marketing, market’ performance, customers’ performance

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