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international journal of business management
Volume 4, 2019, Issue 4
Assessing the Impact of Entrepreneurial Opportunities on Internal Market Orientation ‎‎(Case Study: Iran Khodro Company)‎
Rozita Roughani
Pages: 128-138

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.



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international journal of business management
Issue 1, Volume 5, 2020