Designing and Explaining the Strategic Orientation Model in Knowledge-Based Companies in Iran

Document Type : Research Paper


1 PhD in Marketing Management, University of Tehran, Kish International Campus, Kish Island, Iran

2 Assistant Prof. in Business Management, Faculty of Management, Tehran University, Tehran, Iran


Objective: Provided that business units encounter problems due to the lack of attention to competitive environment and their failure in crafting accurate strategy as well, one of the most important factors for capturing sustainable competitive advantage is the speed of responding to the needs of the market and customers, according to the resources available. Therefore, Strategic orientation issue is highly practical. The present study aims to design and to explain the strategic orientation model in Iran’s knowledge-based companies.
Methods This study is expletory in nature and considered as fundamental in terms of purpose. The statistical population consists of 19 experts of intensive knowledge-based companies in Iran’s Science and Technology Park, benefited from considerable experience and expertise in directing their startups to improve performance and market entry. Purposeful sampling was taken by the aid of snowball technique. Data was analyzed using grounded theory methodology and in-depth interviews were conducted in terms of data gathering.
Results: Based on the results, these categories discovered: market orientation, casual conditions, cost-oriented and learning-oriented, Formalism and brand orientation, innovation orientation, entrepreneurial orientation, and authoritarian on the market.
Conclusion: Based on the research: phenomenon is market orientation, category of futurism is casual conditions, cost-oriented and learning-oriented have been recognized as intervening conditions, and formalism was context and strategies were categories of brand orientation, innovation orientation and entrepreneurial orientation. Consequences were authoritarian on the market.


Main Subjects

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