Proceedings of The 4th International Conference on Research in Business, Management and Economics
Study the Role of Strategic Orientation and Marketing Activities on Business Performance (Case Study: Tabriz Furniture Manufacturers)
Strategic orientation is a method by which an organization uses different strategies as a means to adapt to changing environmental conditions in order to provide better conditions. Strategic orientation can affect and increase business performance. Some marketing researchers, meanwhile, emphasize the role of marketing activities as a mediating variable. Accordingly, the purpose of this study is to investigate the role of strategic orientation and marketing activities on the business performance of furniture manufacturers in Tabriz. To achieve the above goal, one main hypothesis and three sub-hypotheses have been proposed. The research method is descriptive-survey and the statistical population of the study includes 215 managers of wooden furniture manufacturers in Tabriz.
Research Method: The present study, from the perspective of the purpose of the research, is a type of applied research that is expected to use the research results to solve the research problem. Also, this research is a descriptive research based on the method of doing the work, which has been done cross-sectionally and in a survey.
Conclusion: In this section, the results related to the research hypotheses are shown. In the results section, first the results related to the partial hypotheses of the research are shown and then the main hypothesis is discussed.”In this section, the results related to the research hypotheses are shown. In the results section, first the results related to the partial hypotheses of the research are shown and then the main hypothesis is discussed.
Keywords: strategic orientation, marketing activities, business performance.