The Role of Market Orientation in Innovation of Bodybuilding Clubs

Today, market orientation plays a vital role in determining customers’ needs and success of organizations. Market orientation has also influenced various organizations’ measures including innovation. Therefore the aim of this research is to study the role of market orientation in innovation of bodybuilding clubs of Golestan Province. The population of this study comprised all 170 managers of bodybuilding clubs of Golestan province and the sample size was determined based on Cochran formula and stratified random selection method (119 manager). Market orientation questionnaires of Ramayah et al. (2011) and innovation questionnaires of Carmen and Maria Jose (2008) were employed for collection of study data. Smart PLS was used to analyze data and identify the effects of research variables of structural equation modeling. Results revealed that competitor orientation is not effective on innovation of bodybuilding clubs, but the effect of coordination between tasks and customer orientation on innovation of bodybuilding clubs was significant. Concerning the results, it is suggested that the managers of bodybuilding clubs of Golestan province provide more innovation by improving and developing market orientation in their clubs.