An Interpretative Structural Model of Market Orientation in Textile Industry

The Iranian Journal of Textile Nano-bio Modification

مقاله 6، دوره 1، شماره 2، آذر 2022، صفحه 45-58   

نوع مقاله: Original Article

شناسه دیجیتال (DOI): 10.30495/ijtnbm.2023.1975264.1018

نویسندگان

shiva savabieh¹؛ shahnaz Nayebzadeh^{* 2}؛ Ramin Abghari³؛ Seyedhasan Hataminasab¹

¹Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran

²Professor, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran

³Department of textile, Yazd Branch, Islamic Azad University, Yazd, Iran

چکیده

Given the limited number of quantitative and qualitative research in the field of textile marketing management, the present study aimed to identify the related significant global indicators in the last decade. To this end, an interpretative structural model was developed in the textile industry using a mixed-method study. In the first phase, more than 63 articles, related to the subject of marketing in the field of the textile industry, were selected and reviewed via conducting a systematic literature review. The content analysis of texts was performed by running the NVivo software, which resulted in 14 variables along with their indicators impacting market orientation. In the second phase, the Interpretive Structural Modeling (ISM) method was performed to identify the relationship among these indicators by evaluating them, obtaining interaction among trends and variables, and establishing the final model. The present model indicated that the factors affecting market orientation (i.e., the components of competitive performance variables, financial performance, organizational structure, dynamics among organizational units, comprehensive quality management, tendency to learn, tendency to entrepreneurship, strategic management of human resources, innovation ability, marketing ability, information and communication capability, competition structure, and business strategy) had high driving power and dependence. In other terms, the performance of organizations in the market depends on the improvement of these components.

کلیدواژه‌ها

: Market orientation؛ Interpretive structural model؛ Textile industry

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