Title: How market orientation enhances business performance through value creation: Iranian commercial banks

Authors: Hashem Aghazadeh; Emad Rahmanian; Hassan Abolmolouki

Addresses: Faculty of Management, University of Tehran, 14155-6311, Tehran, Iran ' Faculty of Management, University of Tehran, 14155-6311, Tehran, Iran ' Faculty of Management, University of Tehran, 14155-6311, Tehran, Iran

Abstract: The main purpose of this study firstly is to investigate the relation between market orientations and business performance in the Iranian context and secondly, to propose an indigenous model that explains the enhancement of business performance through market-oriented value creation. Findings suggest that in Iran, this relation is significant but is neglected and requires more attention. The methodology consists of two phases, model developing and model evaluation, and both are based on the views and comments of academic scholars and top managers. The findings confirm the mediative role of value creation both directly and indirectly. This study is the first study conducted in Iranian context developing a model representing the relation of mentioned factors in the Iranian banking sector, and its findings are based on the reality of this industry.

Keywords: market orientation; value creation; financial services; banking industry; emerging markets.

DOI: 10.1504/IJFSM.2020.108877

International Journal of Financial Services Management, 2020 Vol.10 No.1, pp.18 - 37

Accepted: 11 Aug 2019
Published online: 05 Aug 2020 *