An Interpretative Structural Model of Market Orientation in Textile Industry

Given the limited number of quantitative and qualitative research in the field of textile marketing management, the present study aimed to identify the related significant global indicators in the last decade. To this end, an interpretative structural model was developed in the textile industry using a mixed-method study. In the first phase, more than ۶۳ articles, related to the subject of marketing in the field of the textile industry, were selected and reviewed via conducting a systematic literature review. The content analysis of texts was performed by running the NVivo software, which resulted in ۱۴ variables along with their indicators impacting market orientation. In the second phase, the Interpretive Structural Modeling (ISM) method was performed to identify the relationship among these indicators by evaluating them, obtaining interaction among trends and variables, and establishing the final model. The present model indicated that the factors affecting market orientation (i.e., the components of competitive performance variables, financial performance, organizational structure, dynamics among organizational units, comprehensive quality management, tendency to learn, tendency to entrepreneurship, strategic management of human resources, innovation ability, marketing ability, information and communication capability, competition structure, and business strategy) had high driving power and dependence. In other terms, the performance of organizations in the market depends on the improvement of these components.

کلیدواژه ها:

: Market orientation ، Interpretive Structural Model ، Textile industry