Assessing the Impact of Entrepreneurial Opportunities on Internal Market Orientation (Case Study: Iran Khodro Company)
Rozita Roughani
Abstract
The modern world is changing at an incredible pace. As one of the most prominent characteristics of today's societies, organizations are also evolving rapidly, thus, promoting internal market orientation is considered one of the primary goals of any active organization. It is therefore clear that evaluating the variables influencing internal market orientation can help managers improve their organization. In this regard, the present study sought to investigate the impact of entrepreneurial opportunities on the internal market orientation in Iran Khodro Company. This research had an applied purpose for methodology and used a survey correlational design for data collection. The study population included all customers of Iran Khodro Company with unlimited number. Pearson correlation coefficient was used to measure the relationship and regression analysis was also performed to assess the impact using SPSS software. The findings of the study showed that the competitive dynamics of opportunities and active research for opportunities had an impact on the internal market orientation of Iran Khodro Company. In addition, it was found that creating innovative solutions for opportunity had an impact on the internal market orientation. Therefore, entrepreneurship opportunities had a significant impact on internal market orientation in Iran Khodro Company.
