بازارگرائي به عنوان فرهنگ سازماني راه كاري جهت ارائه ارزش برتر به مشتري

Market Orientation as Organizational Culture: An Alternative for Offering Superior Value to Customers

Nowadays, market oriented companies are more valuable because of two following matters: first continuous information monitoring about target customers needs and competitors capabilities and second using theses information steadily for offering superior value to customer. Market orientation leads to development of competitive advantage and being accountable to customer complains, prediction of market demand changes, and responsiveness to predicting competitors actions. Studies on market orientation shows that market oriented companies achieve better results because it creates better recognition about the market Also, the company or organization which is consistent to this orientation has more capability for recognition and need satisfaction of its customers. In this article, while describing the concept of market orientation and the difference of market orienting and marketing, how to convert to a market oriented organization through developing of market orienting culture is described.