| The effect of market orientation on the development of Nike brand marketing strategy in Shiraz |
| Paper ID : 1346-SSRC-13TH |
| Authors |
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Maryam Taql *1, Hossein Poursoltani Zarandi2, Reza Shaji2 1Payame Noor University, center of Karaj 2Payam Noor university . Tehran . Iran |
| Abstract |
| Methods of improving organizational performance to succeed in the market have always been considered by researchers and managers of organizations, among them, the attitude to capabilities and their impact on organizational performance has been more important, including innovation, is key to organizational survival and therefore The process of supporting innovation should be of equal interest to researchers and scholars alike. The aim of this study was to investigate the effect of market orientation on the development of Nike brand marketing strategy in Shiraz. In terms of research method and method, this research is descriptive-correlation based on structural equation modeling and in terms of purpose, it is applied and has been conducted in the field. The statistical population of this study includes all customers of Nike brand in Shiraz in unlimited numbers. Using Cochran's formula, 385 people were selected as a statistical sample by non-random sampling method. Data collection tools were Narver Questionnaire Questionnaire and Schilling Lee (2000) Marketing Strategies Questionnaire. Reliability of the research instrument (Cronbach's alpha of 0.86), data analysis was performed using one-sample t-test, correlation coefficient and regression as well as structural equation modeling (PLS-SEM). Findings from the research showed that the market orientation of the Nike brand in Shiraz, from the perspective of customers of this brand, which is the average market orientation of the Nike brand in Shiraz is 3.99, indicates its moderate to good situation. Overall, the results of this study showed that innovation leads to the process of change in organizations and its market offerings and is a key weapon that marketing strategists use to gain customers and markets by developing sustainable competitive advantage. Whenever a company incorporates some kind of innovation in its production, the market orientation grows by a certain amount. |
| Keywords |
| Market orientation, marketing strategy, Nike brand |
| Status: Abstract Accepted (Poster Presentation) |
