*Department of Management, Assistant Professor, University of Guilan, Rasht, Iran
**Department of Management, Master Student of Business Management, University of Guilan, Rasht, Iran
Online published on 13 July, 2015.
Companies to survive and improve performance in today's turbulent environment have put market orientation on their agenda, therefore contemporary marketing, have shifted towards market orientation. In marketing a greater tendency to market orientation as an intangible factor that might influence on organization performance is. The purpose of this study was to evaluate the effect of market orientation on the performance of small and medium sized enterprises. For this purpose, data were collected from 152 companies. For data analysis, structural equation modeling with partial least squares approach (SEM-PLS), was used. All research hypotheses, except the impact of customer orientation on market performance was approved.
Market orientation, market performance, costumer orientation, competitor orientation, inter-functional coordination
